JRNI platform roll-out pays off for JoJo Maman Bébé

JoJo Maman Bébé is using JRNI technology to offer online appointment scheduling capabilities for its customers who seek personalised experiences.

Company profile

Founded in 1993, JoJo Maman Bébé is a multi-channel maternity and children’s wear retailer with nearly 100 stores across the UK and US.

The challenge

In today’s competitive retail industry, stores must create exceptional experiences to drive footfall and achieve customer loyalty. For retailers to turn transactional customers into loyal followers, they must provide immersive – and personalised – experiences. And, for mothers-to-be, the road to motherhood is a personal and memorable journey.

Understanding the uniqueness of each pregnancy, JoJo Maman Bébé needed to provide a tailored service by enabling customers to schedule online appointments for the year-round Maternity VIP Shopping Experience. The Maternity VIP shopping events allow expectant mothers to meet with in-store trained assistants for bra fittings, fashion consultations, and baby product demonstrations and suggestions – complete with complimentary goody bags.

Additionally, the retailer wanted to provide seamless user experiences for its staff. JoJo Maman Bébé’s former online booking solution didn’t allow staff to work efficiently and productively. Staff couldn’t upload information about events in bulk for its stores; they had to do so manually. This inefficiency led to increased admin time and an insufficient workflow, which hampered the overall customer experience.

The solution

With its strategy in place, JoJo Maman Bébé needed a technology partner that could not only provide personalised shopping experiences, but could also enhance the staff experience. After thoroughly researching online appointment scheduling technology providers and speaking with similar retailers that have used such technology, it selected JRNI’s Appointments Application based on its “powerful scheduling capabilities and user friendliness”.

“We require an online scheduling solution that can create rewarding customer journeys,” says Jessica Hartnett, JoJo Maman Bébé’s Marketing Executive. “We need to increase appointments to bring online customers in-store and create more engaging experiences for them. JRNI makes it easy for our customers to book appointments with us, starting their journeys online and continuing them across all channels.”

The JoJo Maman Bébé staff also needs its online appointment scheduling technology to be straightforward to use, enabling them with full control over the system and giving them stronger analytics about customers’ shopping behaviours and preferences. JRNI’s Studio staff administration features make it simple for staff to update, modify, or cancel appointments as necessary.

“JRNI has been successful for us,” says Hartnett. “Our staff members want to easily manage all of their bookings in one place – and not via technology that slows them down as they work. They want to quickly access customers’ information, so they can give them the personalised service that they deserve.”

The results

After implementing JRNI in January 2019, JoJo Maman Bébé achieved significant results during the past 10 months. It secured over 3,000 appointments, with about 60% of consumers purchasing items as a result of their appointments and garnered a significant increase in lifetime value for customers who shopped via appointments versus those who shopped without appointments.

Looking ahead, JoJo Maman Bébé is planning further roll-out of JRNI’s Events Application for more of its in-store events. Hartnett is also eager to continue to increase the number of appointments overall.

“JRNI plays an important role in our strategy to grow our in-store customer experience events,” she comments. “The dynamics of the platform help us to achieve our business goals, which include driving more conversions through online scheduling and in-store events. Our positive experience with JRNI enables us to give our customers outstanding in-store experiences that result in increased loyalty to the JoJo brand.”