Challenge

Joann, a leading brick-and-mortar and online craft supply retailer, had an existing mobile application that was outdated and missing functionalities to deliver an optimal shopping experience for consumers. Joann challenged us to rebuild, rebrand and innovate to improve the shopping experience.

Solution

We designed and developed a solution that Joann could use as a tool to boost sales and traffic, while creating a meaningful experience for the customer along the way. Our holistic approach  identified elements that are crucial to an optimal Joann mobile experience. Coupons are central to that experience, along with the ability to research products, find inspiration and seamlessly complete a purchase all within the mobile application. 

To achieve this, we developed a custom CMS solution that allowed the Joann marketing team to deliver custom messaging, push notifications and content like coupons, deals and weekly ads to app users. The personalized messaging dramatically increased overall sales, store traffic and in-app engagement. We also developed a successful loyalty program that has increased incremental in-store purchases since launch, and a reviews engine that took the app from 2.8 to 4.8 stars in 6 months.

In late 2020, when Covid-19 began, consumer shopping habits and demands shifted. We moved quickly, to optimize our digital experience to create fast and frictionless pick up experiences to meet the ever-changing customer needs. The two-phase optimization, leveraged geo-location services and started with the addition of a BOPIS tray to alert mobile app users their order was ready for pick up. Once the BOPIS experience was perfected, we integrated Curbside pick-up into the experience.

Results

With the personalized messaging and added features, JAS saw an average of 3.2MM active users in the app, Black Friday Sales growth of 400% and a 99.5%+ crash-free rating.

With the Loyalty Program, Joann saw a 5% lift in sales the first 3 months of loyalty program launch.

The app is ranked #56 in the Shopping Category and  #17 in the Lifestyle Category.

Our native ratings and review  component captured 676K+ reviews (up from 2K) and the apps maintain a 4.3 and 4.8 star ratings in the respective app stores.