While fabric and craft retailer Jo-Ann Fabrics has sold online since 1999, 95% of its sales occur in its 865 stores, the company says. But even though most of its sales are offline, its e-commerce site attracts more than 1.84 million unique visitors a month, according to Internet Retailer’s Top500Guide.com, which is why it recently sought to find a way to get a single view of a customer’s activity across its stores and online in order to better market to consumers wherever they may be shopping.
Jo-Ann Stores LLC, No. 291 in the Internet Retailer 2016 Top 500 Guide, last year began working with customer relationship management and data vendor AgilOne to make use of the customer data is was collecting online, via its mobile site and app, in stores and via email by creating a single customer profile with all the data it had on each shopper.
That wasn’t easy for Jo-Ann to do on its own given the massive amount of data it owns, says Steve Miller, vice president of marketing and business development. For instance, it has 80 million customer records, about 20 million customer interactions each day and 220,000 SKUs. Additionally the number of customer interactions—such a consumer browsing the Joann.com and adding an item to a cart or a shopper opening an email—increases by about 300% on peak days such as days during the popular holiday shopping season kickoff week that begins with Black Friday, the day after Thanksgiving.
Working with AgilOne, Jo-Ann has collected data on 3 billion transactions and 4 billion customer interactions in the AgilOne customer data platform. It’s using that data to drive sales. For example, Jo-Ann extracts customer data details from AgilOne and puts them into its Oracle Corp’s BlueKai marketing data platform. It uses AgilOne and BlueKai to make use of Facebook Lookalike Audiences, a tool from the social network that lets AgilOne send targeted ads and offers to Facebook users who share features with Jo-Ann’s current customers. It also integrates best customers and lapsed customers as tracked by AgilOne into BlueKai. That allows Jo-Ann to send reactivation offers to lapsed shoppers and specific marketing offers to best shoppers based on purchase or browsing history. Jo-Ann also is able to segment customers who have recently purchased so that they are not hit with marketing messages immediately after buying.
In the two months after implementing AgilOne, Jo-Ann’s online orders increased by more than 150%, Miller says. Additionally, more targeted reactivation campaigns have tripled the number of customers who purchase after receiving a reactivation message. In two months after implementing AgilOne, Jo-Ann’s incremental revenue grew 18%, the company says.
“With AgilOne, we are personalizing experiences across each customer’s multichannel journey from day one, and increasing the relevance of product suggestions,” Miller says. “Acting on AgilOne data, we have built personalized post-purchase journeys that are relevant for each unique customer.”
Miller adds that Jo-Ann also is generating more in-store sales as a result of customers engaging with the brand more online. In stores, Jo-Ann also is using mobile marketing vendor Euclid Inc. to capture customer email addresses via Wi-Fi and integrate that customer data automatically into the customer profile it has with AgilOne. Through that, it can also see customers who browsed in stores but didn’t buy and send those shoppers marketing messages and offers. Jo-Ann also uses the in-store shopper data it collects to send store-based promotions.
We are personalizing experiences across each customer’s multi-channel journey from day one, and increasing the relevance of product suggestions.
Other AgilOne retail customers include Lululemon athletica, No. 96 in the Internet Retailer 2016 Top 500 Guide, and Tumi (No. 393).Favorite