JULES Men Ready-to-Wear Mix&Match Experience - Fall/Winter 2022
This case study highlights how Jules, a leading French men's ready-to-wear retailer, tackled size and fit concerns by creating a more personalized and straightforward shopping experience : The Christmas Mix&Match Experience, Fall/Winter 2022.
+44%
Average Order Value
+30
Conversion rate
63%
Engagement rate
THE CHALLENGE
According to a study carried out by Jules, customers were asking for more looks in e-commerce. This was because they were missing out on the ‘advice’ aspect of the in-store visit.
In response to this demand, Jules launched a solution for the 2022 festive season that allows customers to visualise complete looks and plan their future.
Working with Veesual, the e-commerce and customer experience teams have come up with a unique experience that links several categories: trousers, shirts, jumpers, shoes, hats, scarves, etc.
Mixing these categories gives Mix&Match its full meaning. Setting up this experiment has enabled Jules to pursue other objectives: encouraging product discovery and increasing the number of items per basket.
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
At Jules, customer satisfaction is paramount. We know that our in-store advice is what sets us apart from our competitors. And we immediately look for a solution when our e-commerce customers told us that they couldn't find this dimension online. The Mix&Match Experience launched with Veesual has been a real success, both for our customers and for our e-commerce performance.
NEW : the addition of accessories
To help customers project complete looks, Jules has decided to add different types of accessories to its experience: hats, scarves, shoes, bow ties, etc.
Customers can now express their own style and uniqueness, with looks ranging from dressy to casual.
Mobile First
Jules wanted to offer its customers a mobile-first experience. Veesual's Mix&Match experience exploits the most natural gesture in mobile browsing: the swipe.
Navigating through the collection becomes as easy as swiping the tops, bottoms and accessories on the mannequin of your choice. This new way of browsing the e-commerce site has particularly appealed to the Jules teams.
Deployment
The development and integration of the experience was completed in 4 weeks.
The deployment went very quickly. We were delighted to work with the Veesual teams. The company also provided rigorous post-implementation monitoring.
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 Christmas 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 13 outfits.
This represents a considerable increase in product discovery compared with standard e-commerce site navigation (home -> category -> product page).
> 63% Engagement rate
This performance is exceptional compared to the other external solutions tested by Jules on its e-commerce site.
>280.000 outfits
Created by 19.000 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.