Superdry places emphasis on ‘cross device conversions’

Festival of Marketing 2013: Superdry aims to better attribute its marketing spend by using first-party cookies to track user behaviour across devices as it continues to further align its online and offline strategies. 


Speaking yesterday (9 October) at Jump, part of the Econsultancy and Marketing Week Festival of Marketing, Superdry ecommerce manager Chris Lacey said the retailer was putting mobile at the fore of its efforts to improve conversion rates on its website.

This will involve tracking visits to its eccommerce site from mobile users by dropping cookies on their browsers and then tracking whether they go on to purchase on a different device, such as a desktop or tablet.

During his presentation, Lacey said the emphasis on “cross device conversions” was a major priority for the year ahead, as over half of the visitors to Superdry’s website via search engines were using mobile devices.

Graham Cooke, co-founder of Qubit, a big data analytics company that works with Superdry on its ecommerce site, says the ability to track mobile usage can help retailers track an entire user journey and also establish how their offline marketing efforts influence online behaviour.

He said: “By using first party cookies [and then getting a user to register with the brand] you can join the mobile and desktop experience. This is particularly important as you have [Apple’s] Safari blocking third party cookies.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here