Topshop uses Qubit to personalise digital channels

Arcadia brands Topshop and Burton are adopting Qubit’s next-generation

suite of digital intelligence applications, which can personalise digital channels and track customers as they look to improve conversion rates and margins.

The new software by Quibit allows the merchandising and marketing teams in the Arcadia businesses to personalise and optimise the digital experience across all channels based on real-time customer behaviour, for instance if particular product is selling well online in a specific geographical location. The teams are given reports in real-time highlighting the high conversion rates allowing the merchandisers to stock up on the high-selling product, whilst giving the digital marketers the opportunity to promote that product to other online visitors from that region encouraging them to check out that popular item.

Commenting on the platform 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, added: "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 percent uplift in conversion, we see it in the bottom line."

Qubit was founded in 2010 by four ex-Googlers including Graham Cooke, and in 2012 the company received 7.5 million dollars in funding from Balderton Capital.