The retailer used Qubit to create a customer profile graph to create a tailored home page experience for, say, loyal Shimano shoppers, or to retarget them off-site on Facebook or through Google AdWords.
The system is designed to enrich customer profiles with real-time site and analytic data – as opposed to a static record of past transactions.
“We have a 90-man call center and our ecommerce and marketing team spend a lot of time with them,” said Mark Lilley, VP of ecommerce for Chain Reaction Cycles. “We want to be as insight-led from data as possible and the Adaptive Targeting piece is where we’re getting really excited.”
The gap between commerce and marketing technologies traditionally made it difficult for retailers to do deep segmentation and personalization.
Although traditional supply chain and commerce systems had insight into what product was moving and at what price point, they had little visibility into what the consumer browsed for, clicked on or where they ultimately converted.
“Retailers’ first websites looked very much like a print catalog that they just applied to digital,” Cooke said. “Mobile demonstrated an entirely new way to interact with digital where it tied the knot behind the offline and online world. Now you’re seeing [commerce] where it’s not just mobile app or web, but it’s apps within apps like WhatsApp and Facebook Messenger."