Nursery and maternity retailer JoJo Maman Bébé has seen online engagement and conversions grow significantly after introducing AI – artificial intelligence – to its e-commerce website.
A new partnership with Monetate has allowed the retailer to deliver real-time personalisation at each stage, creating more value over time and helping map the various stages of a customer’s lifetime.
“There’s overlap between the segments we target,” JoJo Maman Bébé’s online merchandiser, Natalie Ong, told Retail Times. “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.”
This approach has already seen a significant business impact, with the last holiday period seeing a 124% increase in homepage engagement, a 25% uplift in conversion and a 25% increase in new visitor conversion.
Different creative assets are designed for each demographic, with AI technology deciding which version of the site to show based on everything known about the visitor. This provides each customers with a highly personalised homepage experience that quickly moves them to the section of the website which the most relevant for them at that specific time.
Laurin Senior, e-commerce 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.”
