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Hackett embarks on web optimisation programme

By Retail Technology | Thursday March 20 2014

British luxury clothing and accessories retailer looks to customer experience management expert to increase sales by refining its online offering

Hackett London has appointed customer experience management platform provider Qubit for a wide-reaching website optimisation programme. 

Qubit will be working with the luxury menswear fashion retailer to increase conversion rates, reduce its marketing costs and personalise its website experience according to different customer segments, and use the data in conjunction with its customer relationship management (CRM) programme.
Hackett London will use the provider’s personalisation platform to enhance its online offering by creating a more personalised journey for its global, diverse customer base. 

Increasing digital marketing returns

The website personalisation will use various data points, from visitor opinion to visitor behaviour, to inform the retailer of opportunities and areas worth testing. This can range from lack of information on delivery for international customers to difficulties with filtering products. 

Hackett London will also be deploying Qubit’s Opentag platform, as well as their cost per action (CPA) de-duplication, which will allow the team to track and only pay the channel responsible for that sale.
The retailer will also be looking for the engagement to reduce its marketing costs, and make its current marketing budget work more efficiently.

Improving website performance

Kristine Kirby, e-commerce director at Hackett, said: “After a competitive bid process, we chose Qubit as we felt their solution would allow us to quickly deploy the solutions that will improve the performance of Hackett’s website. 

"As well as placing the customer and their journey, as well as tailoring information for the customer at the heart of all marketing decisions, our other key objective was to reduce our costs.” 

She added: “Qubit’s Opentag tool met our requirements and we look forward to seeing the results from the programme in the not too distant future.”

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