With revenue streams from newsstand and retail sales, Lovatts Media struggled to track its more than 150,000 local and international subscribers.
The Australian crossword and puzzle publisher handles business-to-business and business-to-consumer subscriptions across magazine publishing, its YouPlay.com online portal, and syndicated content to over 100 clients worldwide.
Lovatts Media sales and marketing manager, Lane Russell, said the company needed an easier way to manager subscribers, as well as provide more information about them
“We wanted to replace our five separate payment gateways and subscriber systems with a single platform that would lodge, manage and analyse subscriptions,” he said.
Lovatts Media turned to Z-Business, Zuora subscription commerce platform, for the task, which Russell said provides Lovatts with a centralised system.
“For the first time, our subscription and billing information from across all three areas of the business is united,” he said.
Better customer visibility
The drive behind the adoption of the commerce platform was to improve the sales process, such as sending accurate bills through an automated payment gateway, as well as better analyse revenue and customer trends through visibility into subscription metrics.
Russell said the company will have a “cohesive” method to managing customers for the first time since YouPlay.com was launched six years ago.
“We hope to grow through 360 visibility into account information, producing highly targeted offers, and increasing the dollar spent per customer,” he said.
“For us, that is key in the digital economy.”
According to Russell, the final phase of deployment of Z-Business will occur during 2014, and will extend to Lovatts’ B2B syndication activities.
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.