A leading eCommerce retailer based in Manchester, ranks among the top 10 UK clothing and footwear online retailers.
Akeneo’s solution allows us to lean into those differing customer segments across the brands and present the information that is meaningful in the tone of voice that really matters to and connects with our customers.
Complexities in Data Management
With a diverse product range spanning clothing, footwear, accessories, and lifestyle items across multiple brands, N Brown faced significant challenges in managing its extensive product data.
Striving for detailed and consistent product data, the company recognized the need for a unified product information solution.
The Burden of Manual Data Handling
N Brown’s reliance on manual data entry, coupled with disorganized product information, created significant operational bottlenecks.
Product updates were slow and laborious, and customizing content for each of their distinct brands became a complex and challenging task.
Navigating Sizing Issues and Search Frustrations
Sizing inconsistencies led to increased product returns, while poor on-site search experience created a feeling of “endless scrolling,” which frustrated shoppers and ultimately reduced conversion rates.
And, without a streamlined, centralized source of record to make real-time updates and adjustments, N Brown struggled to adapt to market trends and customer feedback.
We know different things matter to each of our customer targets. For example, our Simply Be shoppers want to know the highlights of a product, while JD Wiliams customers look for a bit more inspiration. Jacamo customers, who are predominantly male, want to know what it is about the product that is going to make them buy it. Akeneo’s solution allows us to lean into those differing customer segments across the brands and present the information that is meaningful in the tone of voice that really matters to and connects with our customers.
Here enters Akeneo PIM, the answer to N Brown’s problems. By centralizing information and automating manual workflows, N Brown was able to eliminate data inefficiencies and inaccuracies.
This led to a significantly faster product update process, standardized sizing across brands that minimized the likelihood of returns, and a more efficient on-site search experience.
Akeneo helped N Brown facilitate personalized content delivery, enhancing customer engagement and creating a more tailored shopping journey. The system’s real-time update capabilities improved SEO and allowed N Brown to react more quickly to market changes, ultimately strengthening customer trust.
From a system and process perspective, everything is now much easier to use. We’re now at a point where amends, edits, and updates can be done in a day and presented in front of our customer within a ten-minute window. That speed of change, reaction to market, feedback from product content - all the things that used to take a long time - can be done quickly and in a really controlled manner as well.
Enhancing Product Discovery and Boosting Shopper Confidence
With Akeneo’s PIM, N Brown enhanced product display pages with detailed descriptions, high-quality imagery, enriched data, and garment care instructions. This ensured customers had all the information needed to make confident purchases.
Six months after implementing PIM, Simply Be saw notable improvements in two key performance metrics: conversion rate, and sell-through rate. Enhanced sizing data—including metric and imperial measurements, along with international size guides—helped shoppers navigate regional fit differences, reducing uncertainty and return rates.
Additional features like customer reviews, real-time product popularity insights, and personalized recommendations enhance the shopping experience. Suggestions such as outfit pairings and ‘complete the look’ help create a more seamless and tailored journey for each shopper.
Streamlining Product Data for Efficiency and Consistency
Additionally, Akeneo PIM allows the company to easily have consistent, enriched product data across all digital touchpoints, adapting the content and tone of voice to the target customer for each brand.
For N Brown, Akeneo has streamlined product data management in particular by eliminating time-consuming manual processes. Product updates that once took days can now be completed in minutes, improving agility and responsiveness to market trends.
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