JULES Men Ready-to-Wear Mix&Match Experience Ceremony Collection 2023
+30%
Conversion rate
+44%
Average Order Value
x2
Add-to-cart rate
THE CHALLENGE
Suits being a difficult category to sell in e-commerce, Jules decided to test the Mix&Match Experience on this category for the wedding season.
The aim is to demonstrate the versatility of suits, as well as their durability through the different looks that can be achieved.
This new experience also helps to remove the disincentives to the purchase of large pieces such as suits in e-commerce.
Jules' objectives for this project:
#PRODUCTDISCOVERY
Show more looks in e-commerce
#LOOKRECOMMENDATION
Highlighting Jules' style consultancy expertise
#REVENUE
Increase conversion on Christmas 2022 products
After a very encouraging first experience with the Christmas 2022 collection, we wanted to test the experiment on one of our hard-to-sell online categories. And to verify that Mix&Macth could really improve our KPIs. Mission accomplished with Ceremony 2023!
Personalizing the experience for Jules
To make navigation simple, Jules wanted to feature a “style bar”, enabling customers to switch from one category to another from the same page, and create their looks by layering different products: shirt/jacket + accessories/shoes.
This feature makes for a highly ergonomic experience, with customers able to view all the brand's products from a single page.
ROI
Business Performance
- x2 add to cart rate
- +30% conversion measured for the shoppers engaged with Veesual
- +44% in average order value
for shoppers that used the Ceremony Mix&Match Experience vs shoppers who used traditional navigation via PLP and PDP, on the same products.
Usage and Engagement
On average, shoppers created more than 20 outfits.
This represents a considerable increase in product discovery compared with standard e-commerce site navigation (home -> category -> product page).
> 67% Engagement rate
This performance is exceptional compared to the other external solutions tested by Jules on its e-commerce site.
>300.000 outfits
Created by 14.000 shoppers in 3 months
We're very pleased to see such an increase in conversions, especially over such a short period of time. We look forward to measuring the KPI's on our next collection.
About Jules
Founded in 1994, Jules is a French ready-to-wear brand for men. With a turnover of over €600m by 2022, the brand continues to assert its position as a leader in the French market.