Digital Experience Management (DXM) platform Qubit is today launching its next generation suite of digital intelligence applications, enabling e-commerce businesses to become fully optimised and responsive to changing customer behaviour in real time.
Previously, e-commerce professionals have had to work with disparate data and technology platforms which have held back the type of customer experiences they can deliver. Qubit’s four digital optimisation apps have been built on top of a data model to provide retailers with insight about their online visitors so that they can deliver meaningful personalisations in real-time with pinpoint accuracy:
- Deliver: online retailers can A/B test, personalise and optimise the digital experience across all channels in real-time based on customer behaviour. Deliver makes this even easier with pre configured solutions such as basket abandonment and urgency messaging saving retailers hundreds of hours
- Discover: e-commerce marketers can segment and activate visitor data across all digital channels and their website properties. Access to structured data in real-time allows for more rapid personalisation development to different audience segments
- Decipher: different teams within the business can enhance their decision making analytics with detailed web visitor data supporting anything from product merchandising to cross device behaviour
- Opentag: allows ecommerce professionals to deploy, serve and optimise 3rd party technologies to improve their marketing agility by allowing marketers to work outside of the development cycle
For example, marketers are using Decipher to determine if a product is selling well online in a certain geographic region. The merchandising and marketing teams will receive a report in real-time highlighting the high conversion rates. The merchandisers can then ensure they stock up on the high-selling product, whilst the digital marketers can deliver a message about that product to other online visitors from that region encouraging them to check out that popular item using Deliver in a matter of minutes. They can then measure the incremental uplift in revenue in real time. Previously, this process would have traditionally taken months to identify and implement.
Kate Walmsley, digital director, Topshop, said: “Qubit’s next generation marketing platform allows us to serve sophisticated personalisations. Creating valid hypotheses from both the qualitative and quantitative data that Qubit provides has meant we can test and make changes in real-time. As we continue to expand globally, being able to align across devices, as well as across oceans, has proven invaluable.”
Richard Wilson, head of digital for Burton, said: “With Qubit, we’ve learnt so much more about our visitors. We’ve moved beyond names and emails and can now target on metrics like purchase history, session number, or even customer feedback. Understanding what our visitors want means we no longer waste resource on testing theories. Their rich dataset has unlocked granular user information which allows us to produce truly valid hypotheses. When Qubit says we see a 10% uplift in conversion, we see it in the bottom line.”
Graham Cooke, CEO of Qubit, said: “With 50% of all in-store sales to be influenced by digital services by the end of 2014, retailers need to start taking more control of their data to optimise business performance. Traditionally, analytics and testing solutions have not been part of a joined up approach as they don’t use a single unified data model. However, most businesses have multiple data siloes and our new platform has been designed to solve this problem and create the first truly integrated optimisation hub.
“Today’s retail powerhouses need to create a personalised omni-channel experience that is contextually relevant and seamlessly delivered throughout the purchase lifecycle. With our new solutions we’re enabling brands to truly deliver real-time retailing and in turn a more personalised online experience for each visitor.”