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JoJo Maman Bébé increases engagement by 28% using Content Personalisation and Personalised Recommendations

About JoJo Maman Bébé

JoJo Maman Bébé is a UK-based multi-channel maternity wear and baby clothing retailer, founded in 1993, with 90 stores in the UK. Nosto was recommended to them by their agency, The Pixel, when they were replatforming to Adobe Commerce and looking to future-proof and grow their business through increased performance via scalable personalisation.

Their migration provided a best practice, mobile-first solution with an increase in speed & performance; ERP Integration with Microsoft NAV enabling real time stock checks; and Magento MSI (Multi Source Inventory) allowing the management of inventory and sales channels in multiple locations. The Pixel brought in Nosto to help make this vision happen for the brand.

“We’ve worked with Nosto from pretty much the start. It became immediately obvious to us, the power of personalisation and what it could do for ecommerce; it was also obvious to us that Nosto were doing it best. That’s why they’ve always been one of our trusted partners”, says Stephen Leyton, Managing Director, The Pixel.

After hearing about how easy Nosto is to use and how quick it is to get everything set up, JoJo Maman Bébé’s decision to act on their agency’s recommendation was easy.

Challenge: Increase engagement for top segments

JoJo Maman Bébé wanted to find a new way to display relevant content for each segment of their audience whilst launching their new spring collections on-site. This included both pre-existing priority segments and also a newly discovered segment for users with a high affinity towards gifting; this segment has really developed during the pandemic, due to ‘thinking-of-you’ gift purchase increase and also the purchasing behaviours of gifters being pushed online. 

At the same time, JoJo wanted to test if this could impact the engagement for their most important customers. It was important for the JoJo team to treat both this new segment and the pre-existing ones according to their customer needs in order to retain them as returning customers both amongst the noisy online landscape that the pandemic produced and post-lockdown too.

Solution

Four different homepage experiences were created using a combination of Content Personalization and Product Recommendations. With the previously created and newly discovered audience segmentation, it was now possible to display both the relevant content and also more relevant product recommendations for each group.

In order to test that our solution was thoroughly effective, all experiences were put into a Nosto experience vs the “site standard” A/B test, with the aim to increase engagement for these segments. The test ran for 14 days whilst at the same time they were promoting their new spring collection. JoJo Maman Bebé worked closely with their Customer Success Manager, who guided them through the process. The combination of both recommendations and content personalisation from the same provider made their segmented experience more aligned and consistent across more touchpoints of the site.

Baby Segment Personalised Content and Recommendations

 

Gift & Toys Segment Personalised Content and Recommendations

Results

Jojo Maman Bebe saw an average increase of 28% in CTR for all experiences and, as an extra bonus, saw increases for the Gift & Toys segment to AOV (2.368%) and AVV (3.98%). Using Nosto is helping Jojo sustain their great success and retain the massively inflated YOY growth.

  • Maternity segment click-through rate increased 35.69% when Nosto’s Content Personalisation and Personalised Recommendations were used
  • Baby segment click-through rate increased 42.29% when Nosto’s Content Personalisation and Personalised Recommendations were used
  • Gift & Toys segment click-through rate increased 6.97% when Nosto’s Onsite Content Personalisation and Personalised Recommendations were used
Results figure

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