Brightpearl is a Crucial Element of Business Success at Tablet2Cases
Global retailer, Tablet2Cases Ltd saw a gap in the market to establish a business specializing in protecting mobile phones and tablets with their high quality products.
With Headquarters based in Hong Kong, an Operations office in Hungary and a Logistics Center in China, Tablet2Cases serve high quality products to consumers across the world. Their products are designed and built with the ambition to help protect mobile phones and tablets for competitive prices. Pavel Smirnov, Managing Director and Co-Founder of Tablet2Cases explains that they “want to make products that are helpful to people, and that deliver value.”
The business launched in 2011 by childhood friends Pavel Smirnov and Sagi Luel who were on the hunt for a new and exciting business venture to sink their teeth into. A mutual friend of theirs had attended a conference in Barcelona the previous year. This conference was related to the launch of the original Apple iPad, which was being marketed as ‘the next big thing’. Immediately spotting an issue with this kind of tablet, such as the large, yet fragile glass screen, the two friends thought about what they could do to help. The idea of protective cases sprang to mind, thus the business Tablet2Cases began.
From two Co-Founders to now over 20 employees located across the world, and following two consecutive years of winning the Golden Case Awards in 2012 and 2013, the business has continued to boom and develop over the years.
The team at Tablet2Cases use a variety of sales channels to get their products to market, including: Amazon, Shopify, Rakuten, Bonanza and Catch of the Day. As can be expected, with this sheer volume of channels to keep updated at all times, Pavel and Sagi quickly found issues with their previous operating model.
Pavel confesses that when the business first launched, everything was processed and reported on via Excel Spreadsheets, which spelled disaster for them. To quote Pavel: “Excel Spreadsheets are great if you’re processing 10 orders a month. But we started adding 160 to 200 orders a day. Excel is not built to handle that much data. We reached the maximum where we could go with that, and the loading of data was just becoming complicated and unsustainable. We needed something automated.”
Knowing that the business wouldn’t be able to scale using spreadsheets, Sagi and Pavel evaluated Brightpearl and ChannelAdvisor alongside one another. At the top of their software priority list was a system that would offer them an all-in-one retail solution, automated workflows and a sensible cost versus the benefits to be gained in the business.
Pavel reflects that ChannelAdvisor’s payment model was to charge commission based on the company’s turnover, which Pavel thought made little sense for them and their intended business growth. On the other hand, “Brightpearl had a fixed cost that we could account for, and made much better business sense,” explains Pavel.
After implementing Brightpearl in 2014, we’re now 3 years into the business’ continued success. Pavel tells us that he still believes “it was the right decision. It was the best choice we had. I don’t know any other software that does what Brightpearl does.”
- Keeping track of updates across multiple sales channels was difficult
- Business was booming, spreadsheets were unscalable
- Overseeing business performance was next to impossible
Seeing that Brightpearl was able to solve the above challenges and more, Pavel and Sagi were quick to make their decision, and have certainly reaped the benefits over the years. “We 100 per cent admit that we wouldn’t be able to be where we are now without Brightpearl. It would have been impossible,” says Pavel.
Pavel also explains that “it’s the automation that allows you to save on hours and staff. Brightpearl has saved me a lifetime from getting those Excel sheets to work. Everything is automatic and connected, and it works as a good information system should. It provides critical information to keep the company running.”
When asked to list some of Brightpearl’s biggest strengths, Pavel tells us that it is a “complete business information system. It connects our purchasing, sales, customer base, inventory and ecommerce channels. You can work with the data to get what you want from it. It underpins our business processes.”
And if Pavel had to sum up Brightpearl in just one succinct sentence, he would say: “It’s a proper ERP.”
- Automated workflows
- All-in-one retail solution
- Complete and integrated business management system
When looking ahead to the future, Pavel admits that they would eventually like to stop being involved in day-to-day operations, so that they can focus on some new business ventures. They wish to “grow the company to such an extent where we’ve outgrown our knowledge,” Pavel tells us.
And to leave us with a couple of final thoughts, Pavel has some advice for other retailers who may be considering adding Brightpearl to their technology stack: “You need to make sure that people internally accept the software and learn how to use it properly. It only works if everything is run through Brightpearl. Brightpearl’s software changes how your business operates - everyone needs to change to be able to adopt it.”