N Brown wraps Akeneo PIM deployment across retailer's Simply Be, Jacamo and JD Wiliams brands

Fashion and homeware digital retailer, N Brown Group, has implemented a new product information management (PIM) system in partnership with Akeneo.

It says that the project, implemented ahead of the 2024 peak trading period, has improved customer experience across its Simply Be, Jacamo and JD Williams brands. 

With an extensive range of products covering clothing, footwear, accessories and lifestyle products across multiple brands, N Brown needed a product information solution that could unify multiple data points to create cohesive and content rich product information, helping guide customers to the right choice when shopping online. 

Additionally, it understood the impact that data has on business success and how it can act as the keystone for future growth. 

“Our mobile apps have also benefited from enhanced PIM capabilities as well,” says Peter Madigan, Head of Digital Product at N Brown. “Our most loyal customers tend to use each of the brand’s apps, so whilst we’ve been able to bring new customers in through our new trading websites, and they’ve seen the advantage of improved product information, our most loyal customers get that same experience across our mobile apps too.”

Additionally, the new PIM solution allows the company to easily enrich product information at differing touch points across the digital journey - adjusting the tone of voice and content for target customers by brand.

“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,” Madigan says

By utilising software to structure the flow of information to the website, product search on-site is more streamlined and precise. This removes endless scrolling and allows customers to focus their search efforts on specific garment attributes.

Internally, the implementation of Akeneo’s toolset has improved the process of managing product information, which had previously included repetitive, manual processes for the multiple teams checking, entering and enriching data.

“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,” Madigan comments.

Justin Thomas, VP Sales EMEA North at Akeneo, says: “Product experience is the keystone for commerce and is especially critical for online retailers wanting to create customer experiences that drive conversions and loyalty, while also delivering profitable and sustainable growth.”

“We’re excited to have supported this foundational stage of N Brown’s digital transformation as it embeds product experience at the heart of all its brands.”

2024 RTIH INNOVATION AWARDS

PIM systems were a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.