Jack Wills says personalisation has helped it to win more business from new customers, while basket abandonment has fallen.
The fashion and lifestyle brand, a Top150 retailer in IRUK Top500 research, says technology is helping it to show visitors to its website the most relevant pages, depending on whether they have previously bought from it.
Testing has shown that existing Jack Wills customers are most interested in finding new products and its online shop now shows those visitors ‘new arrivals’ on category pages, while new customers see product category pages with ‘bestseller’ products. Jack Wills says segmenting the online shopping journey in this way has delivered a 12% conversion increase for new customers and as well as an 8% increase in add-to-basket.
“As a leading British clothing brand, it’s really important for us to provide customers with what they want, when they want it, and our online channels provide us with more opportunities to deliver personalised experiences to users,” said Mark Wright, managing director digital at Jack Wills [IRDX RJWL]. “Monetate has given us the insight we needed to test, target, and personalise the customer experience across a multitude of variables, improving the customer experience for our visitors, and driving our online revenues.”
Jack Wills was also keen to improve user engagement on its product category pages and used Monetate Test & Segment to introduce ‘sticky filter’ functionality.
Wright said: “Previous research had shown that users who engage with filters are already two times more likely to purchase, and if they do, will spend 15% more. So it was really important that we got this part of the online experience right.”
The solution was the implementation of sticky left-hand navigation filters that remain visible as the customer scrolls down the category page. “A user might search for a dress in a particular colour, style or pattern for example. By keeping the filters visible as you scroll the page, it encourages users to engage with further searches until they find the perfect dress they’ve been looking for, rather than abandoning the page completely. The results were impressive, with a 10% uplift in conversions, and a dip in bag abandonment,” said Wright.
Mike Harris, general manager, EMEA at Monetate [IRDX VMON], said: “Jack Wills is an example of a prominent British retailer that truly gets how important personalisation is, in an age when user experience is crucial to business success. Their results show that create engaging and immersive customer journeys have a direct impact on conversions, and ultimately revenue, and we look forward to building on these in the future.”
Monetate is continuing to work with Jack Wills and the next phase of development will focus on search filters that improve engagement on mobile devices. With users typically spending 12% more on mobile than desktop, these sticky filter changes are expected to achieve amplified results. The Monetate solution is also being extended to Jack Wills’ international websites.
Mentioned in this piece…
Jack Wills was launched in 1999 in Salcombe, Devon, designing British heritage-inspired goods for university students.
The brand has been described as delivering “preppy dressing” and its range includes pieces such as colourful and branded jersey, denim and knits. It also sells lingerie and accessories. (more…)