JoJo Maman Bébé, with nearly 100 high street stores across the UK & Ireland, is the UK’s favourite boutique mother and baby brand, and offers gorgeous, quirky yet practical clothing designs while putting people and the planet before profit. In 2020, JoJo Maman Bébé undertook a migration and re-platform to Adobe Commerce.
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On the Magento 1 platform for many years, JoJo Maman Bébé needed to migrate to Adobe Commerce (formerly Magento 2) in order to future-proof and grow the business. Stability, growth, and mobile usage were the most important elements that needed to be addressed. At peak trading times mobile was accounting for up to 90% of traffic (often the result of parents using phones to make purchases in the evening). Magento 1 did not offer the same performance and speed that Adobe Commerce had available, and mobile-first functionality was not at the levels desired. Magento 1 support was also being withdrawn, meaning security & future development were becoming increasingly challenging.
Adobe Commerce gave the team the agility to move quickly from decision making to implementation without the need to use agency developers for more simple procedures, using internal staff to build pages and functionality using tools such as PageBuilder (CMS) and Nosto (personalisation). These tools allowed the site to be freshened on a day-to-day basis, experimenting with different merchandising strategies. The Adobe Commerce infrastructure and (Magento) ecosystem made it the ideal platform to future-proof the ecommerce store.
JoJo Maman Bébé utilised the mobile-responsive capabilities of Adobe Commerce, going for a true mobile-first approach to site design. All existing Magento 1 themes were refactored and rewritten from scratch to accommodate the new platform. This ensured that all themes were built to the latest best practice, with an increase in speed, UX efficiency and a greater adherence to Google’s requirements.
Multi Source Inventory (MSI) gave the ability to handle shipments, track inventory quantities, and provide real-time salable stock amounts to customers for all locations. Preferred product configurations could also be set globally (for all stores and products), per source, and per product. The main advantages resulting from the installation of MSI:
The Pixel ERP connector was used to communicate with JoJo Maman Bébé’s Microsoft NAV system. Multiple endpoints were required to be connected to NAV in order to channel data from NAV and then convert into data Adobe Commerce could understand, such as:
Extensive customer engagement testing was used to iron out issues as they arose in the staging environment, and to ensure data integrity.
Delta migration, post data migration, ensured that new data could be transferred incrementally and did not need to be performed whilst offline. This allowed the active site to remain fully functional whilst ensuring the development site was fully up to date at all times, ready to be launched, avoiding hours of offline time.
In the lead up to the new website launch, the Covid-19 pandemic was increasing in severity worldwide. Jojo Maman Bébé was left with uncertainties around the physical stores. Just before launch however, Click & Collect became available for UK & IE, so in the last two weeks before the go-live, making Click & Collect available was prioritised to ensure that individual store pages were up and running. The website was launched initially in the UK and IE with direct delivery, and Click & Collect only.
During lockdown, supply issues with stock made trading and managing the website very hard. As stock movement was so turbulent the site needed to be refreshed on a day-by-day basis, and tools like Nosto (personalisation), Klevu (search) and dotdigital (email) were utilised to get products that were in stock quickly in front of customers as they became available.
Despite a lot of uncertainties globally, the Jojo Maman Bébé and The Pixel teams still progressed with the site's development and launch in July 2020, including new products for spring/summer, and were able to increase conversions, transactions and revenue throughout the Covid-19 situation.
The addition of a Store Finder landing page that searches and displays results by postcode allows customers to find stores easily by marking multiple, physical locations in Google maps. The Pixel customised Aheadworks Store Locator so it could be used with the Jojo Maman Bébé Click and Collect service.
The Klevu on-site search platform uses Natural Language Processing (NLP) and self-learning technology to enable a personalised experience and contextually relevant search catalog to enrich the depth and relevance of search results, enabling JoJo Maman Bébé to deliver shopping experiences powered by real-time shopper intent. Klevu discovery technology enhances the product catalog, and optimises the ranking order of products site-wide.
Nosto onsite product recommendations and personalisation enables the analysis of the unique browsing and buying behavior of every visitor to the site, which then builds individual customer profiles and displays the most relevant products across the website. Features utilised:
The dotdigital omnichannel marketing solution allowed JoJo Maman Bébé marketers to build segments and triggers, and create relevant marketing campaigns that engage customers on their favorite channels, including email and social. Personalised email marketing, integrated with personalisation platform Nosto, enables the creation of contact lists in dotdigital based on Nosto segments.
The Mention Me platform has been seamlessly integrated into the JoJo Maman Bébé website basket & order confirmation pages. The tool nurtures customers to become lifetime brand advocates by providing a referral programme that incentivises existing customers (referrers) to introduce the brand to their friends (referees).
