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Prior to the switch, Masterson spent what he considered to be way too much time building out workflows. He could build segments in his previous platform, but it was time-consuming.

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So the professors that wanted just informational emails about when they needed to place their book orders were kept separate from the promotional list that offered specials on Duck football shirts. But further segmentation based on other categories, such as alumni or students, were harder to create. For example, I can set up workflows that automatically add new subscribers without having to touch the code, which is great.

Now, new subscribers receive the welcome series, including an offer with purchase.

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But in Bronto, Masterson can set up the workflow to exclude subscribers who were recently on the list, as well as those that signed up, carted something and are using a cart recovery offer for the product. On the commerce platform side, the NetSuite platform gave Masterson an easy spot to add a sign-up during the checkout process.

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I can set up workflows that automatically add new subscribers without having to touch the code, which is great. I can also split test timing options.

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Customers The Duck Store. Tackling Email in a More Sophisticated Way.

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Its first e-commerce site was built in-house on the web application development program ColdFusion from Adobe Inc. The Duck Store began rolling out NetSuite in July with bookstore merchandise such as clothing and accessories, and will add textbooks to the platform in May, Lyons says. Just six months after its first-phase rollout, The Duck Store is saving time, enjoying added functionality and experiencing fewer internal headaches, Lyons says.

Staff spent ample time each day entering data from that older system into Volusion and creating workarounds for the two platforms to integrate—albeit clumsily—with one another, Lyons says. For example, item management and accounting systems were still housed in MBS and staff had to extract that data from MBS and import it into Volusion twice a day. Across accounting, fulfillment, operations and web development, bookstore employees were spending as many as seven hours per day moving data between the two systems and troubleshooting errors.

Having the new integrated system saves time and makes launching large-scale price changes and promotions much easier.

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With its old system, The Duck Store used a generic coupon code for the discount, which was leaked to the public. That code is only good one time and is void after applied. Sophisticated commerce marketing automation for increased engagement to maximize revenue opportunities. Lyons also likes that the software integrates with other services. For example, the store uses Bronto, which is owned by Oracle, for email marketing and will soon be integrating with Pubnet, a textbook publishing e-commerce exchange owned by The Nielsen Co.

Oracle NetSuite charges The Duck Store an annual software license fee for SuiteCommerce Advanced in addition to a fee for users to access the software. In addition to easy integrations, Lyons likes that she and her team have the ability to customize how they view data in SuiteCommerce Advanced. Now we can customize anything from transaction data to item data. In the near future, Lyons wants to add a customer loyalty program to SuiteCommerce Advanced and also outfit warehouse workers with mobile devices to help make order fulfillment more efficient.