Parents look to the brand to purchase clothing from early pregnancy and throughout their baby’s childhood. The partnership allows the retailer to deliver personalisation at each stage, creating more value over time, also helping the brand understand various stages of lifetime customer value.
Natalie Ong, Online Merchandiser, JoJo Maman Bébé said: “There’s overlap between the segments we target. Maternity customers will be thinking ahead and looking at babywear, but they may also have children already, so they’ll be interested in childrenswear. As a result, knowing the right messaging and product recommendations to communicate is complex.”
The brand is using AI technology from Monetate to deal with this challenge of rapidly changing consumer intent and has already seen business impact from this approach. Personalised messaging to the influx of visitors to their sites over the last holiday period resulted in a 124% increase in homepage engagement, a 25% uplift in conversion, and a 25% increase in new visitor conversion.
Lisa Kalscheur, CMO at Kibo commented: “JoJo Maman Bébé had worked with Monetate to make fast changes to content and messaging, as well as location-based insights to develop its online-offline strategy, which drove new visitor conversions. With the addition of individual personalisation, the unique customer experience is completely personalised, creating even more value of JoJo and their customers.”
Heightening the Strength of AI with Lifetime Value Data
JoJo Maman Bébé delivers a consistent online experience to visitors based on a customer’s interaction with the brand on other touchpoints, including email. JoJo added an additional layer of insight by feeding in their own CRM data, which includes a rich pool of Lifetime Value (LTV) data. The brand is now able to act on the intent of each customer in real-time.
With creative assets designed for each customer group, AI technology decides which variant takes priority in the main section of the homepage based on everything known about each site visitor across channels. The retailer provides customers with a highly personalised homepage experience that quickly moves customers to the section of the site that matter most for them at that specific time.
Laurin Senior, eCommerce Website Manager, JoJo Maman Bébé commented: “Personalisation is instrumental to our business performance. Not only have we seen significant uplifts in conversion and engagement from providing our customers with tailored communications, but we have also gained useful customer insights that inform strategic decisions to help our business grow.”