Jo-Ann enhances customer experience across channels

SUNNYVALE, Calif. — Jo-Ann has partnered with AgilOne to deliver a more relevant experience for customers across all 865 stores as well as its digital and mobile channels.

The specialty retailer of fabric and crafts needed a way to unify and harness the data across its platforms, including mobile, social sign-on and data from its stores, where 95% of conversions occur. It tapped AgilOne to help it stitch together data at the customer level and orchestrate personalization across its MarTech and AdTech ecosystems, supporting the speed, scale and volume of its business.

Jo-Ann has seen significant success with customer reactivation and welcome campaigns founded on AgilOne’s single customer profile. With AgilOne, Jo-Ann’s welcome campaigns have evolved into multitouch engagements that proceed along paths aligned to each customer’s history. Meanwhile, reactivation campaigns now use a data model that identifies customers at high risk of attrition, and engages these customers with hyper-relevant messaging and offers across multiple points of interaction to win them back. The new welcome emails have boosted online orders by more than 150%, while the improved reactivation campaigns have more than tripled response rate.

“With AgilOne, we are personalizing experiences across each customer’s multichannel journey from day one, and increasing the relevance of product suggestions,” said Steve Miller, VP of marketing and business development at Jo-Ann. “Acting on AgilOne data, we have built personalized post-purchase journeys that are relevant for each unique customer. This reinvigorated welcome email series and reactivation program has also translated from online engagement to in-store transactions, leading to an 18% increase of incremental revenue in the first two months alone.”

AdTech and MarTech are at a pivotal point of convergence, explained Omer Artun, CEO of AgilOne, and the more that customer-centric brands can activate data across all technologies, the more those brands and their customers will thrive. “It’s exciting to partner with Jo-Ann Stores, who is fully leveraging the potential of customer data, activating it across the full range of technologies, and providing genuine engagement that keeps customers inspired and delighted,” Artun added.

This is the latest effort Jo-Ann has taken this year to make itself stand out among the arts and crafts pack. In March, the retailer rolled out a buy online pick up in store option at all its locations, thereby helping to bolster its omnichannel capabilities. In April, it acquired Creativebug, a leading content provider of inspirational and educational videos on a wide range of topics in the arts and crafts sector, and announced an exclusive fabric line partnership with ED, the lifestyle brand by Ellen DeGeneres, in collaboration with P/K Lifestyles. The collection launched with 30 unique designs in an array of neutral and vibrant colors, and expanded the retailer’s private label portfolio, which includes seasonal brands such as the Cottontale Collection, Spooky Hollow, Santa’s Workbench and Garden Gate Designs.


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