There are particular difficulties in fostering loyalty in the babywear and maternity clothes sectors. On the one hand, the customer base—the little rascals—grows quickly and need new apparel on a regular basis. However, if a business can win over the hearts of a brand-new family, they might stick with it for many generations. With a distinctive, omnichannel reward structure, JoJo Clubhouse, the loyalty programme at JoJo Maman Bébé, seeks to win over hearts.
Turning to a Next-Generation Loyalty Program
With a strong eCommerce presence and more than 80 stores in the UK and Ireland, JoJo Maman Bébé is an omnichannel retailer of maternity clothing, babywear, and nursery items. To develop a distinctive customer experience that aligns with the brand’s values, the business teamed up with Antavo. As a result, the JoJo Clubhouse loyalty programme changed its emphasis from a transactional one to one that attempted to forge a lifelong relationship with its clientele.
Creating a Multi-Channel Loyalty Program to Increase AOV
Customers of JoJo Maman Bébé used paper-based cards within the store as part of a very successful single-channel loyalty programme. Realizing the potential of a unified rewards programme, JoJo set out to launch an omnichannel loyalty programme that would reward customers at all points of contact and include more sophisticated engagement features like challenges and content consumption incentives.
The business generally aimed to accomplish the following objectives:
Reward devoted consumers instead than occasional buyers
Boost the existing client lifetime value
Give customers an omnichannel experience
JoJo Clubhouse: Promoting Engagement & Loyalty
The JoJo loyalty programme takes a novel approach to the conventional loyalty formula. Members receive stripes based on their purchase value and tier, as opposed to receiving points (or stripes, as they are called) for every Pound spent. JoJo Clubhouse was created to make sure that tier upgrades are only granted following the completion of a predetermined number of transactions and the fulfilment of a minimum order amount.
Excellent Results
The JoJo Clubhouse proven to be quite beneficial to the company within its first year. Overall, the loyalty programme continues to be successful and well-liked by both previous and current customers. The average order value, the interval between purchases, and the volume of purchases made by clients have all benefited. Additionally, it has been found that JoJo Clubhouse members are far more active buyers than non-members.
Join the Innovation Clubhouse
An excellent illustration of how to upgrade an existing reward system is the JoJo loyalty programme. The company created a brand-new system that rewards more types of engagement than just purchases in addition to switching from a paper-based card system to a digital one. As a result, it is much more successful at fostering loyalty.
Are you interested in modernising and expanding your own loyalty programme? Or are you looking for a tech company to assist you in launching your first rewards programme? Our loyalty specialists are eager to start a conversation. Send us an RFP or schedule a demo presentation to start the dialogue.