Char-Broil Gears Up For Labor Day, Partners With BrightWave And Emarsys

Char-Broil, a manufacturer of outdoor grills and accessories, is working with BrightWave and Emarsys to improve its email marketing and cross-channel customer engagement. 

The announcement comes just in time for the Labor Day weekend, a holiday in which 60% of all American families barbecued last year, the firm says.

BrightWave will serve as Char-Broil’s email and eCRM agency of record. BrightWave introduced the Emarsys platform, AI-driven technology that will allow Char-Broil to deliver personalized messages across channels, Emarsys says.

Included in this tech package is the Emarsys Link Overview, a function that highlights improperly formatted links, and Combine Segments, which allows firms to merge contacts into a unified segment.

Before this, Char-Broil had been frustrated with its email performance.

“The primary challenge was that Char-Broil had more platform than they needed in the ESP that they were with before,” states Andrea Short, senior strategist for BrightWave. ”It was not marketer-friendly, and the team didn't feel confident or empowered to use that tool to get their program out the door or scale their program the way they wanted to.” 

The arrangement will drive personalization and automation in email, web and social channels. In addition, the firms expect to use automation tools to define customer segments.

The new arrangement will allow Char-Broil to educate new customers about the brand, drive sales through resellers, and drive parts sales directly through its e-commerce site.

“Today’s crowded online retail marketplace means that we must deliver personalized experiences to our customers while maintaining operational efficiency,” states Paige Farrow, senior director of marketing for Char-Broil.

Farrow adds: “We aim to make our marketing efforts more effective in the long run, deliver lifelong customers, improve sales and increase brand loyalty.”

Char-Broil introduced its charcoal grill in 1948. The company offers gas, charcoal and electric outdoor grills, smokers and fryers.

 

 

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