Carpetright works at online personalisation to boost in-store sales
Carpetright is focusing on online personalisation as it looks to boost in-store sales.
The flooring and beds retailer, a Top250 trader in IRUK Top500 research
, is working with Qubit on a marketing personalisation strategy in recognition of the fact that its customers often start on their purchase journey well before they come into one of its UK branches.
Qubit technology will be used as Carpetright, which has seen online sales rise by 74% and web traffic by 40% in the last year, focuses on tailored, personalised online experiences designed to drive customers into stores to complete purchases, and to encourage ecommerce transactions. It will be used to analyse customers through data, categorising their behaviour and intent to divide them into segments that can then be targeted with specific recommendations and deals, flagging up their local store at the same time. Landlords, for example, will be targeted with recommendations on affordable and long-lasting floorings, while new homeowners will have recommendations on samples that can be delivered ahead of a visit to a shop.
“Online has become an essential part of the customer journey at Carpetright as we focus on customer experience driven sales," said Mike Traill, head of digital at Carpetright. "If a website visitor doesn’t convert, it’s likely that we’ve lost them. This means we need to provide visitors experiences that engage them, like the opportunity to conduct pre-purchase research on ranges, as well as requesting samples.”
Graham Cooke, chief executive of Qubit, said: “Carpetright are really embracing new ways to bring customer centricity to the core of their business and recognise that tailored website experiences can drive both in store sales and online purchases. Their online store is a major growth engine for the business so we look forward to helping Carpetright implement their personalisation strategy, and meet their goals.”
Carpetright, founded in 1988, has 137 stores in Holland, Belgium and the Republic of Ireland as well as 434 UK stores and concessions.