N Brown Group plc, has implemented its new Product Information Management (PIM) system in partnership with Akeneo. The transformation, 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, N Brown understood the impact that data has on business success and how it can act as the keystone for future growth.
A foundational pillar of N Brown’s digital transformation strategy, which focuses on creating enhanced customer experiences in omnichannel buying journeys, Akeneo’s PIM solution launched on N Brown’s women’s fashion brand, Simply Be, in February 2024. This was followed by Jacamo in June and JD Williams in August of last year. The sequencing of the PIM implementation was completed in parallel with the roll out of N Brown’s new trading websites, allowing the retailer to feed product information across each of its strategic brands’ sites as well as their mobile apps, ahead of Peak 2024.
Customers across all three brands can now access all the information needed to inform their buying choices directly from product display pages, including detailed product descriptions, imagery, information on fabric type and garment care instructions. Additionally, critical sizing information is enriched with metric and imperial garment measurements and comparative international sizing guides, allowing shoppers to overcome fit disparities between locales to improve fit certainty and help reduce return rates or size sampling behaviours. Customer reviews and data on weekly product views and sales also give shoppers additional confidence, while the brands can now cross-sell products by offering recommendations for outfitting and ‘complete the look’ suggestions to provide a more immersive shopping experience.
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