Topshop, Burton Adapt To Changing Customer Behavior

By Hannah Ash, contributing writer

Retailers Topshop and Burton have both partnered with Qubit's new Digital Experience Management Platform to elevate their e-commerce platform by making it fully responsive and dynamic. The platform works by processing crucial customer data in real time. It’s a four-prong app system that takes real-time data and translates it into meaningful customer service for web platform, app, and mobile customers. Graham Cooke, CEO of Qubit, comments the platform fills a need,“today's retail powerhouses need to create a personalized 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 personalized online experience for each visitor."

How are Qubit’s solutions creating personalized omni-channel experiences? The four main components of this new aggressive e-commerce solution include Deliver, Discover, Decipher and Opentag. Deliver gives retailers a way to AB test digital experiences, personalize them, and optimize them — based on real-time customer behavior, not studies or old stats. This in-the-moment insight into current customer behavior helps retailers plan inventory levels according to actual, not forecasted, demand. Discover delivers e-commerce marketers a way to aggregate and activate visitor information across all types of digital channels, creating rapidly personalized visitor experiences. Decipher gives retailers key analytical data that helps support decisions at all levels, from product merchandising to cross device behavior.  This function can help marketers determine if a product is selling well in a given region. Opentag functions similarly to the API format, allowing ecommerce developers and professionals to create and deploy 3rd party technologies.

Responding to dynamic customer data is the beginning of a trend in retail commerce, as evidenced by the recent launch of Boomerang Commerce’s Dynamic Price Optimizer, which takes real-time customer and retail data to create the best prices available for retailers. "Qubit's next generation marketing platform allows us to serve sophisticated personalizations," says Kate Walmsley, digital director for Topshop. "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."