JoJo Maman Bébé increases engagement for top segments by 28% using Content Personalisation and Personalised Recommendations with Nosto and The Pixel

INDUSTRY: FASHION
PLATFORM: Adobe Commerce

JoJo Maman Bébé is a UK-based multi-channel maternity wear and baby clothing retailer, founded in the UK

Challenge:

JoJo Maman Bébé wanted to increase engagement for pre-existing and newly discovered affinity segments on their homepage

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Solution:

A combination of Content Personalisation and Personalised Recommendations for each segment and AB-testing vs site standard

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Results:

A 28% average increase of click through rate for all top segments with a bonus increased AOV and AVV for a newly discovered segment

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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. They’ve been a Nosto customer for over a year after receiving a recommendation from their agency, The Pixel, who were replatforming the brand to Adobe Commerce and were looking to future-proof and grow the business through increased performance via scalable personalisation. This 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.”

Stephen Leyton, Managing Director, The Pixel

The store has been a big name in brick and mortar maternity for a long while but their online channel has really only been growing for the past few years. After hearing about how easy Nosto is to use and how quick it is to get everything set up, their decision to act on their agency’s recommendation was easy.

Challenge: Increase engagement for top segments

During the past years’ big shift online, JoJo Maman Bébé wanted to find a new way to display relevant content for each segment of their audience whilst launching the new spring collections on-site. This includes 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.

I find that one of Nosto’s great qualities is that it is very straightforward to use, much more user friendly than other programs I’ve worked with. The recommendations especially are really easy to use; they’re great and you don’t have to meddle in the rules.

Natalie Ong, Online Trading Manager

Solution: Nosto Segmentation & Insights, Content Personalisation and Recommendations in 3 different experience AB-tests

“Nosto’s content personalisation, segmentation and product recommendations continue to deliver improved shopping experiences for our clients, and with it, better conversions and success.” 

Stephen Leyton, Managing Director, The Pixel

To increase the performance of each segment, four different homepage experiences were created using a combination of Nosto OCP and Recommendations. With the previously created and newly discovered segmentation of the audience, it was now possible to display both the relevant content and also more relevant product recommendations for each segment whilst promoting the new spring collections in store.

In order to test that our solution was thoroughly effective, all experiences were put into a Nosto experience vs the “site standard” test, with the target to increase the engagement for these segments. The test ran for 14 days whilst at the same time they were promoting the 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:

Result: Average CTR increase of 28%

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

  • Maternity segment click through rate increased 35.69% when Nosto’s Onsite Content Personalisation and Personalised Recommendations were used
  • Baby segment click through rate increased 42.29% when Nosto’s Onsite 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.

36%

CTR increase in Maternity segment

42%

CTR increase in Baby segment

7%

CTR increase in Gift & Toys segment

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