Bebe shifts focus to e-commerce

Bebe (NASDAQ:BEBE) is looking to boost its online and mobile strategy through a new partnership with digital experience management platform provider Qubit. The strategic move comes weeks after the retailer's announcement that it would discontinue its low-end brand 2b.

The new platform will provide wide-reaching and bespoke A/B testing, website optimization and a personalization program designed to increase conversion rates.

The new technology will enable the retailer to target customers based on previous purchases. Bebe will also be able to serve content to visitors in real time during a shopping session based on their specific needs.

"Bebe can now really take control of its data and optimize business performance; creating a more personalized omnichannel experience for its customers." said Graham Crooke, CEO of Qubit.

Already a presence in brick-and-mortar, Bebe hopes to establish itself as a strong player in e-commerce by delving into online and mobile strategies. A new responsive mobile site is planned for release in the upcoming weeks.

The shift to e-commerce is a new focus for Bebe and part of a larger, on-going turnaround plan. Just last month, the retailer announced it would discontinue its 2b brand by the end of 2014 and focus more on the core Bebe brand. E-commerce is one way in which the company hopes to realize $9 million to $10 million in annualized pre-tax savings for 2015.

For more:
-See this Bebe press release

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