Nursery products retailer/cataloguer JoJo Maman B�b� is seeing
its mail order database grow following the opening of more retail
stores. Far from cannibalising online sales, the company’s 36
stores contribute to the increase in home shoppers, says founder
and managing director Laura Tenison. “When we open stores
our home shopping customer base grows too,” she says. In
February, JoJo opened a store in Colchester, Essex. Although JoJo
does not have a strong mail order following in the area, Tenison
is confident of the new location, commenting that “we
convert retail to online and vice versa.”
According to Tenison, JoJo’s top 10 percent of online customers
shop six times a year. Meanwhile, she estimates that the
company’s top 10 percent of retail customers shop more often,
with some local customers visiting a store once a week. “As
we open more stores we introduce more customers to the brand-and
they’re not all new parents.” Tenison says that sales of
gift items are higher in-store, whereas online the focus is more
on practical products.
In recent months, JoJo has also seen a resurgence in telephone
ordering. Tenison puts this down to customers checking their
emails via a mobile phone and calling in with an order rather
than heading for a computer to key in their details. To better
serve those customers, Tenison says a mobile-optimised website is
in the pipeline. JoJo is also planning other website enhancements
including the ability to accept multiple currencies.
Share