Relewise and Bloomreach
Integration Agency & Consultants
Intelligent Consulting
Detailed Solution Design
Smooth Integration
Visibility
Training
BigCommerce
Common failures
Fragmented customer identity
Operational impact: Marketing and customer service teams operate with conflicting views of the customer. A user browsing personalised content via a Relewise-tracked anonymous profile on the website may not be matched to their known Bloomreach email profile, leading to mistimed welcome series or irrelevant campaigns. This makes analysing the full customer journey and campaign attribution almost impossible.
Prevention / Action: Establish a clear identity resolution strategy from the start, designating a primary source for the customer record. The integration logic must map Relewise's user IDs to Bloomreach's 'customer_id' at every possible touchpoint, particularly on account creation, newsletter sign-up, and order completion. Use a central identifier to stitch together anonymous web behaviour with known email profiles.
Incomplete behavioural event tracking
Operational impact: Bloomreach campaigns miss critical triggers because real-time behaviours captured by Relewise, like 'add_to_cart' or 'view_product' events, fail to sync correctly. The operational result is a significant delay or complete failure in triggering high-intent automations such as abandoned cart reminders. This directly impacts conversion rates and leaves potential revenue uncaptured by the marketing team.
Prevention / Action: Map and transmit the full spectrum of Relewise behavioural events, not just purchase confirmations. The integration should use a managed queue to process event data, preventing data loss during traffic spikes and managing API rate limits for both systems. Define a strict data contract for each event to ensure consistent payloads and reliable trigger processing in Bloomreach.
Product catalogue drift
Operational impact: Relewise personalises on-site recommendations using a product catalogue that is out of sync with the one used for Bloomreach email campaigns. Merchandising teams find that products promoted in emails have different pricing or stock availability on the website, creating a poor customer experience and eroding trust. This Forces manual checks and reduces confidence in automated campaigns.
Prevention / Action: The ecommerce platform or PIM must be the single source of truth for all product catalogue data, including SKUs, pricing, and stock levels. Any change to a product record should trigger near simultaneous updates to both Relewise and Bloomreach. Structure the integration to prioritise stock and price updates over other data syncs to minimise customer-facing inconsistencies.
Segmentation and campaign list latency
Operational impact: Critical changes in customer segments within Relewise, such as a user becoming a 'high-value-customer' or being flagged as 'at-risk', are not reflected in Bloomreach in a timely manner. This results in customers receiving inappropriate messaging, for example, a discount offer being sent just after a full-price purchase. This undermines marketing intelligence and increases the risk of customer unsubscribes.
Prevention / Action: Architect the integration for near real-time updates of customer attributes and segment memberships from Relewise to Bloomreach. Utilise event-driven webhooks for important segment changes rather than relying solely on nightly batch syncs. Implement monitoring to track the latency between a segment update in Relewise and the successful update of the corresponding customer record in Bloomreach.
Frequently asked questions
How do Relewise and Bloomreach typically share data? Which system owns the customer profile?
In most implementations, Relewise acts as the primary engine for real-time behavioural tracking and building the rich customer profile. This enriched data, including specific events and affinities, is then passed to Bloomreach to inform more relevant email segmentation. Therefore, Relewise is usually treated as the source of truth for live behavioural data, which Bloomreach then uses for campaign execution.
What happens if a customer browses our site anonymously? Can we use that behaviour in our email marketing?
Yes, if the integration is configured correctly to handle identity resolution. Relewise can track anonymous activity and, once the user identifies themselves (e.g. by logging in), this history is merged into their known customer record. This ensures valuable pre-login browsing data is passed to Bloomreach, allowing for email campaigns that reflect the customer's full journey, not just post-login actions.
We have issues with duplicate customer records. How does this integration handle identity matching?
This integration focuses on establishing a single, persistent identifier for each customer record that is shared between Relewise and Bloomreach. Typically, the customer's primary email address serves as this unique ID to prevent duplicates. This means when a customer's segment or profile is updated in Relewise based on new behaviour, the change is accurately reflected in the corresponding Bloomreach record without creating a conflicting entry.
If a product is removed from our catalogue, how do we stop it from appearing in recommendations and emails?
A proper integration establishes a clear source of truth for your product catalogue, which should not be Relewise or Bloomreach. When a SKU is deactivated or deleted in your ecommerce platform or PIM, this should trigger a synchronisation process that removes or archives it in both Relewise and Bloomreach. This prevents situations where a customer is recommended a product on your site that they cannot purchase or emailed an offer for an out-of-stock item.
Our website personalisation and email campaigns often feel disconnected. How does this integration align them?
The integration directly connects the two by using the same behavioural data to drive both experiences. For example, if a customer's activity on the site places them into a 'high-intent' segment within Relewise, that same segmentation can be used instantly in Bloomreach to trigger a specific email campaign. This ensures the customer receives a consistent, relevant message based on their most recent actions, linking your website personalisation and email marketing together.