Burton were looking for an innovative targeting personalization that coincided with their merchandising strategy. Qubit had begun development on a weather add-on, utilizing the Qubit platform as well as an external API.
Personalizing the homepage by adjusting what products are shown, depending upon the visitor’s local weather, will increase conversions.
A tile on the homepage was taken over and directed users to weather appropriate products. This would rotate between three different creatives: one with the visitor’s local weather and temperature, another with the recommended product, and lastly, a styled model photograph.
As a result of this weather test, Burton had an 11.6% uplift in conversions across all users.
“Qubit’s rich data set for segmentation and advanced hyperlocal capabilities have allowed us to do something truly innovative here - this is a first for Burton as well as fashion ecommerce. Being able to produce recommendations based on local weather, down to such a granular level, is a testament to Qubit’s technical creativity - we look forward to our continued work together.”
Head of Digital, Burton