Plus-size multichannel personalization

Evans plus-size multichannel personalization
evans

Evans plus-size multichannel personalization

Arcadia brand making data-driven decisions about their entire customer journey

The lowdown

100s of new styles every week

100s of new styles every week

Delivery services to over 100 countries

Delivery services to over 100 countries

300+ stores worldwide

300+ stores worldwide


Introduction

Evans was the first high street brand designed for plus-sized women and is part of the Arcadia Group.
Working with Qubit since 2011, the company has been able to use the platform to understand its visitors and make decisions about ways it can influence different customer segments based on their previous purchase and behavioral data.

The Qubit platform has proved integral to creating experiences on the website which not only win new customers, but retain existing ones. By implementing the technology, which enables the most intelligent understanding of their visitors, the team at Evans can precisely match each customer with the widest range of personalization experiences and successfully impact customer behaviour at scale.

The personalization program delivered through the Qubit platform has added several millions of pounds of revenue to the brand’s top-line performance.

Simon Pritchard

“At Arcadia, we have always been focused on making sure our digital marketing investments drive true, incremental value to the business. Personalization is helping us build relationships with our customers that translate into increased engagement, loyalty and revenue. Like all the Arcadia brands, Evans is working with Qubit and seeing great returns by investing in a platform that delivers personalization at scale.”

Simon Pritchard
Group Digital Director at Arcadia

Shop before it’s gone

Social proof messaging is surfaced showing how many other users have added the same product to basket within the last few hours.
3.34%
RPV uplift
Shop before it’s gone

‘Selling Fast!’ on the basket page

By highlighting items that are selling fast on the basket page, Evans has been able to drive urgency at a crucial time.
3.47%
RPV uplift
‘Selling Fast!’ on the basket page

Highlighting popularity on the product page

Displaying messaging alongside the top 200 added to bag products in the previous 24 hours drives further urgency.
8.43%
RPV uplift
Highlighting popularity on the product page

Prioritizing best-sellers on mobile

As well as on desktop, Evans uses urgency messaging on all products in the top 200 added to bag items in the past 24 hours to increase conversion.
5.62%
RPV uplift
Prioritizing best-sellers on mobile

 

Arcadia x Qubit

Simon Pritchard, Group Digital Director at Arcadia, and Beverley Imrie, Digital Director at Evans, explain which persuasive personalization tactics have added millions in revenue to their top-line performance.

Simplifying the checkout

Making the purchasing journey as efficient as possible was a key priority for the Evans team, especially when the predominant customer base are not digital natives. When a visitor is at the point of purchase, having filled their shopping cart, it’s crucial to get them to convert. Evans has optimized the cart page and streamlined the path to purchase thereby making the customer journey more straightforward.
3.19%
RPV uplift
Simplifying the checkout

Segmented welcome message

Greeting new visitors to the Evans site is a great way to start a personalized customer relationship. For those new visitors, Evans has surfaced a welcome message giving advice on how the site works, available offers, and other interesting information for new shoppers.
2.5%
RPV uplift
Segmented welcome message

Looking ahead

Having seen the results that personalization can deliver, it will remain a top priority for the brand. Evans is a company that continually tries to understand its customers in more detail, exploring their behaviors and preferences to deliver a stand out experience for any visitor to the website.

With a smart segmentation strategy, the company is now looking at how certain personalization can fit specific customer groups, at definite times in the purchase journey.

The company is one of the seven Arcadia brands that uses Qubit to better personalize online journeys, as part of a wider initiative to deliver more customer-centric experiences both digitally and in store — matching the best experiences with the right customers at the right time.

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