Many businesses view re-platforming as a necessary evil in order to keep up with consumers’ demanding shopping habits. And it ain’t cheap. Selfridges recently spent $40m on a new ecommerce platform designed to be future proofed for omnichannel personalization.
Up until recently the event of purchasing a platform was cyclical in nature - every three years a business would embark on a new vendor selection process, then set about lengthy integration and training programmes to get the new system operational and optimized.
Personalization can be scary. It’s understandable; suddenly the anonymous internet knows your personal details, likes, dislikes, and your location….a tad stalkerish? Yet personalization, when done intelligently, can have the reverse effect. Here we look at some examples of personalization that don’t just help the user, they make them feel at home.
As Retail UK gears up for Christmas it may wish to heed a warning from the Ghost of Christmas Past. A massive retail opportunity was wasted at Christmas last year. At Qubit we’ve looked into what our unified visitor data hub could tell us about both consumer shopping behavior and retail responsiveness during the 2013 Christmas period.
The bad news? We found that UK retailers walked away from a massive £1.5bn by neglecting to properly personalize their offers to online visitors.
Media mix optimization has become increasingly complex as advertisers plug into a growing selection of ad exchanges and harness the technologies created to take advantage of the new inventory. DMPs (data management platforms) in particular have been a blessing for advertisers aiming to drive as much qualified traffic as possible at the lowest possible price. The algorithmic spend optimization inherent in DMPs ensures that marketers need only plug into yet another ad network or managed service and let their DMP guide their DSP (Demand Side Platform) to optimal spend allocation based on predefined CPA goals and audience targets.
A/B tests are an excellent way to learn what works and doesn’t work for your website. But after running a test and measuring an effect, a common question is, “why did that happen?”. Maybe a test that sounded like a great idea actually created a downlift and you want to know what went wrong.
At this point many people reach for “post-test segmentation”, taking the test data and splitting it into different user segments, to see if the test had an unexpected effect on some group of users.
The ecommerce space is behind. Our partners, Olapic, reveal how using customer generated photos can re-shape the retailer- customer relationship for a more interactive experience online.
The ecommerce shopping experience has remained relatively static over the last two decades in comparison with how the web has evolved in the same period of time. Today a more visual web has taken shape, driven by easy access to smartphones and photo-sharing platforms. Brands and retailers, however, continue to remain faithful to a flat modelbuilt on text-heavy content. This model is becoming increasingly anachronistic in an era wherethe ecommerce experience is being shaped by customer- generated photos that serve a more authentic ethos.
“The word consumer is now dated, no-one is purely a consumer anymore." This feels like a strange statement to make when you are MD of a company that has the strapline “Understanding the new consumer”. But this is what makes my conversation with Henry Mason, of the independent trend firm, trendwatching.com, so riveting. He has strong opinions. Opinions informed by the thousands of trend-spotters the company has in every continent.
This is not a blog post telling you how to run a perfect A/B testing campaign. This is a blog for the stretched marketer: with not enough time, money or resources at their fingertips. Inspired by Melanie Kyrklund, who has run multiple A/B testing campaigns at Staples, we offer you some useful tips for getting your A/B testing off the ground.
In a world where smartphones are getting cheaper and cheaper, more and more people are connecting through mobile technologies. This trend is obvious. What isn’t quite so obvious, however, is what us e-commerce marketers should do with this reality. Should we put all our content on mobile or should we simplify it from our website? Do cell phones and tablets operate in similar ways, or are they distinct? And if so, how? Then there’s question of apps: should I create one, do they work, what technology should I use to make it? Does it make a difference if my business is pureplay or omnichannel? How and when do my customers connect…? You get the idea: the questions are endless.