You’re probably not familiar with Brightpearl, but thousands of independent retailers use its software to compete against larger and better resourced rivals. So when the Bristol-based start-up struck a ‘David and Goliath’ deal with the world’s biggest e-commerce site, we made sure the media bought into the story.
We knew the involvement of Alibaba would grab journalists’ eyes – and the headlines.
A key message to convey was how the cheaper prices on Alibaba – 30% lower on average – was a piece of positive news for the UK’s buoyant £52bn e-commerce sector. Smaller merchants are now able to compete with bigger competitors by directly sourcing goods in China without the need for dedicated teams of buyers and a logistics infrastructure.
But just as importantly was how the collaboration – the first of its kind undertaken by Alibaba – was a unique endorsement for Brightpearl’s multi-channel retail management system.
The related trade outlets agreed.
First off the block was the highly influential retail trade site Drapers – with additional coverage generated in Essential Retail, Internet Retailing, Retail Systems, Startups.co.uk, C4 Commerce and Perfect Pearl.
But the final piece of coverage was the icing on the cake – a feature in Forbes.