Qubit's Nick Smyth and Will Browne explain how you can become a real-time retailer, what the best in the business are doing, and how you can use the powers of persuasion to help boost your bottom line.

1. Real-time retailing
Delivering the next generation of personalised
online experiences
Nick Smyth, UK Sales Director
nick@qubitproducts.com
Will Browne, Data Scientist

2. Today’s consumers have higher expectations

3. Today’s consumers have higher expectations
Google

4. Today’s consumers have higher expectations
Google
Apple

5. Engaging consumers is hard work
70-80%
of shoppers leave with things in their basket
at some point during their lifecycle
(The power of personalisation; Qubit, 2013)
@QubitGroup

6. Engaging consumers is hard work
97%
of visitors walk away from your site
and never purchase
(Qubit, 2013)
@QubitGroup

7. 0.03%
of visitors make up
30%
of your site’s income...
(State of personalisation research; Qubit, 2013)
@QubitGroup

8. Research findings
The challenges with
creating great online
customer experiences
Base: 185 digital marketing decision makers from US and UK
Source: A commissioned study conducted by Forrester Consulting
on behalf of Qubit, July 2013

9. Research findings
1. 50% of marketers are now focused
on improving the online experience
Businesses have
moved on
from SEO

10. Research findings
1. 50% of marketers are now focused
on improving the online experience
2. 84% respondents agreed that marketing
and eCommerce teams will be
responsible for the majority of the
marketing technology budget by 2014
The power is in
your hands to choose
the right tech

11. Research findings
1. 50% of marketers are now focused
on improving the online experience
2. 84% respondents agreed that marketing
and eCommerce teams will be
responsible for the majority of the
marketing technology budget by 2014
3. This means that businesses can re-focus
on solving issues with tech redundancy:
- 72% feel there is redundancy in their technology
stack
- 58% feel they don’t have the right skills in house
Integrated
marketing hubs are
gaining traction

12. Where it all started:
Site wide AB testing
Before
10
After

13. Recommendation:
Creating a personal selection based on algorithms
11

14. Personalisation:
What should each individual see here?
12
@TheGrahamCooke

15. The future of online
retailing
@QubitGroup

16. How can you compete with the internet giants?

17. How can you compete with the internet giants?
26%
of online sales by 2016

18. We see ecommerce on the web splitting three ways...
Utility

19. We see ecommerce on the web splitting three ways...
Utility
Experience

20. We see ecommerce on the web splitting three ways...
Utility
Experience
Apps

21. Our philosophy for success:
Real-time retailing
@QubitGroup

22. Real time retailing helps you market throughout
the purchase lifecycle
Engage
Convert
Welcome
message
City specific
messaging
Landing page
optmization
Content
engagement
Session
retargeting
Product
curation
Campaign
mirroring
Weather
targeting
Low stock
Free
delivery!
Low stock
pointers
Basket
upsell
Urgency
messages
Loyalty
schemes
Visitor history
targeting
Email
sign up
Optimize
widgets
Social
endorsements
Navigational
tools
New
Email:
Retain
!reffO
Filter by
size!
i
Attract
Offer!
Hello!
17
Targeted
offers
Abandonment
catching
Product
badging

23. Real-time weather targeting
Why?
-
To deliver tailored stock selections
to people in different locations
How?
-
Homepage with weather widget
Create link with third party data source
for weather
Feed the data into the personalisation
container (using advanced js)
Create dynamic module on landing page
Pick from:
> Weather today
> Weather at the weekend

24. Real time retailing helps you market throughout
the purchase lifecycle
Engage
Convert
Welcome
message
City specific
messaging
Landing page
optmization
Content
engagement
Session
retargeting
Product
curation
Campaign
mirroring
Weather
targeting
Low stock
Free
delivery!
Low stock
pointers
Basket
upsell
Urgency
messages
Loyalty
schemes
Visitor history
targeting
Email
sign up
Optimize
widgets
Social
endorsements
Navigational
tools
New
Email:
Retain
!reffO
Filter by
size!
i
Attract
Offer!
Hello!
19
Targeted
offers
Abandonment
catching
Product
badging

25. 17.1% increase in conversions
Farfetch: Content engagement
New visitors who have
seen more than 10
pageviews that session.
A message layer was
shown to users after their
10th pageview inviting them
to read more in Farfetch’s
FAQ page.
20

26. Real time retailing helps you market throughout
the purchase lifecycle
Engage
Convert
Welcome
message
City specific
messaging
Landing page
optmization
Content
engagement
Session
retargeting
Product
curation
Campaign
mirroring
Weather
targeting
Low stock
Free
delivery!
Low stock
pointers
Basket
upsell
Urgency
messages
Loyalty
schemes
Visitor history
targeting
Email
sign up
Optimize
widgets
Social
endorsements
Navigational
tools
New
Email:
Retain
!reffO
Filter by
size!
i
Attract
Offer!
Hello!
21
Targeted
offers
Abandonment
catching
Product
badging

27. 11% uplift in conversions for basket abandoners
LK Bennett: Abandonment catching with Visitor History
UK visitors who had not
purchased online within nine
months, but had visited the
site more than three times
Using Qubit’s exit page
logic, a layer was fired when
someone was leaving the
basket page after adding
a product to their basket,
in order to tempt users
with free delivery
22

28. Real time retailing helps you market throughout
the purchase lifecycle
Engage
Convert
Welcome
message
City specific
messaging
Landing page
optmization
Content
engagement
Session
retargeting
Product
curation
Campaign
mirroring
Weather
targeting
Low stock
Free
delivery!
Low stock
pointers
Basket
upsell
Urgency
messages
Loyalty
schemes
Visitor history
targeting
Email
sign up
Optimize
widgets
Social
endorsements
Navigational
tools
New
Email:
Retain
!reffO
Filter by
size!
i
Attract
Offer!
Hello!
23
Targeted
offers
Abandonment
catching
Product
badging

29. 38.2% increase in mailing list signups
LK Bennett: Email sign ups
New users resting on the
home page for 7 seconds;
existing users that have more
than two sessions; and US
users on the UK site.
An email sign up layer was
shown to encourage sign up
to LK Bennett’s mailing list.
US users on the UK site were
also redirected to the US site
and put on the US mailing list.
24

30. The six principles of
persuasion
@QubitGroup

31. “Influence involves change,
the ability to move people
in a desired direction...”
@QubitGroup

32. 6
27
@QubitGroup

33. - When a friend invites you to
a party, you’ll invite them to
yours. Ie. in the context of
social obligation, people are
more likely to say yes if they
owe you something.
Waiter Option A:
Waiter brings you a gift with
your bill, ie. a mint. So, will a
mint influence your tip?
Most people say no.
x1 mint: increase of 3%.
x2 mints: increase of 14%
However, if the waiter gives 1
mint, goes and returns with
ANOTHER mint for “being
lovely guests tonight”, well,
tips are at an extra 23%.
It’s not what was given but
HOW it was given.
Make sure what you give is
PERSONALIZED and
UNEXPECTED.
Reciprocity

34. Links of London
@QubitGroup
29

35. Option A
- New Coke fail. Generally
believed to be one of the
worst marketing blunders of
all time.
- Blind taste testing
indicated that 6% of people
preferred the New Coke
taste; however, once people
discovered that they were
getting rid of the ‘Old Coke’,
people went crazy and
wanted it back even thought
they preferred the new
taste.
Why? People suddenly wanted
what they could no longer
have.
Or: people are stupid.
Scarcity

36. House of Fraser
@QubitGroup
31

37. ie. People will follow
CREDIBLE
KNOWLEDGEABLE
EXPERTS.
It’s why therapists display
certificates on their
walls.
Or why people are more
likely to pay parking fines
to those in uniform as
opposed to others.
Real estate agent: started
conversations with ‘s o-so
has {x} many years of
experience in this, I’ll let
him take this account for
you” - 20% more
appointments and 15% in
signed contracts.
Authority

38. Mr Porter
@QubitGroup
33

39. When a patient writes their
own doctors appointment
details, this reduced missed
appointments by 13%
Simply identifying a person as a voter, as many
volunteers did — “Mr. Jones, we know you
have voted in the past” — acts as a subtle
prompt to future voting, said Dr. Cialdini, a
foundational figure in the science of
persuasion. “People want to be congruent with
what they have committed to in the past,
especially if that commitment is public,” he
said.
Commitment
Many volunteers also asked would-be voters if
they would sign an informal commitment to
vote, a card with the president’s picture on it.
This small, voluntary agreement amplifies the
likelihood that the person will follow through,
research has found.
http:/
/www.nytimes.com/2012/11/13/
health/dream-team-of-behavioral-scientistsadvised-obama-campaign.html?

40. Farfetch
@QubitGroup
35

41. There are 3 important factors which affect
this principle:
1. People who are SIMILAR to us.
2. People who pay us COMPLIMENTS.
3. People who CO-OPERATE with us
In a business school Cialdini
was in, he did an experiment
with t wo groups of MBA
students.
Group 1: TIME=MONEY.
Group 2: SHARE YOUR
INFORMATION.
Group 1 only arrived at 55%
contractual agreements while
Group 2, who shared details
and spoke about non-work
activities prior to the meeting,
had 90% agreement (and an
18% higher valued agreement).
@QubitGroup
Likability

42. Compare the market
The meerkat has almost 55,000 Twitter
followers and more than 800,000 people have
liked his Facebook page. Meerkat power has ­
propelled the company’s value from £43million in
2008 to £88million 2012.
@QubitGroup
37

43. When people are uncertain they
will look to the ACTIONS of OTHERS
to determine THEIR OWN.
In the average hotel, the
‘reuse your towl’ sign that
focuses on the environmental
benefits sees a 35%
compliance.
This increases to 75% when a
guest is staying 4 nights or
longer.
Changing the language to say:
“75% of people will reuse
their towels” saw another
26% increase.
However, changing the words
to say: “75% of people who
STAYED IN THIS ROOM have
reused their towels” saw a
33% increase.
I sincerely hope they change
the towels bet ween guests
though.
Social Proof

44. How you can become
a real-time retailer
@QubitGroup

45. The right team
Data
Analyst
Creative
Marketer
JavaScript
Engineer
On-site
Merchandiser
To find insights
in your data
To bring your
hypotheses to life
To build advanced
personalisations
To get the right stock
in the right places
@QubitGroup

46. The right data model
Universal Variable data model
@QubitGroup

47. The right data model
Universal Variable data model
@QubitGroup
Visitor Opinion feedback collection

48. The right insights
chris opportunity
Dive into specific segments
42
@QubitGroup
Read related feedback to diagnose issues

49. The right insights
chris opportunity
“People who engage
with content are
more likely to convert”
Dive into specific segments
42
@QubitGroup
Read related feedback to diagnose issues

50. Geo insights
The average US customer
coming to a UK website is
worth over three times as
much as a UK customer
to your business
Qubit research, 2013
@QubitGroup

51. Time of day insights
Visitors arriving at lunchtime are 33%
more likely to purchase than at other
times of the day
Qubit research, 2013
@QubitGroup

52. The right segments
Sofa Surfers
Big Spenders
Basket Cases
Super Shoppers
Quick browsers
who dwell on
category pages
Love to browse
and make up 30%
of your revenue
Typically arrive on
paid search, browse
in the evenings
Know what they
want and make up
10% of revenue
(State of personalisation research; Qubit, 2013)
@QubitGroup

53. The right personalization technology
@QubitGroup

54. The right browser side JavaScript solutions
FitsMe
@QubitGroup
MentionMe

55. Testing is philosophy that should run deep in your business
@QubitGroup

56. Closing thoughts and
questions!
Demo / meeting requests
email:
nick@qubitproducts.com