Jack & Jones & Bestseller
Virtual Studio, Interactive Website
For the launch of Bestseller India’s new Brand, JACK & JONES UNMATCHED, we designed and developed India's first experiential E-commerce website, providing customers with an immersive and unique shopping experience. Although traditional E-commerce websites provide a resemblance to the customers that eases their purchase journey, there is scarcely any breakthrough for brands to establish their image and connect with the customers owing to the negligible differentiating factors between these E-comm websites. This is where we devised the plan to build an experiential E-Commerce website that reflects deep pattern recognition, has an exceedingly rich interface and demands the attention of the customers through navigating the journey so that they don’t get distracted by other similar websites for price comparison. This also helped the brand in communicating its message and spirit to the customers using richer formats. Our goal was to differentiate the brand from its competitors and connect with customers in a deeper and more meaningful way.
more than 30k virtual turnouts
2x boost in the new user-to-checkout ratio
The idea was to create a website that is in line with the Brand’s image so we designed the website in three zones based on J&J’s collection- Chaotic Void, Vandal Activism & Workshop. Upon logging on, the users could select to shop from any zone. The ambiance engulfing the audio and visuals is custom-built for each zone providing an amusing shopping experience to the users. A step inside the Virtual Studio and the users could find themselves in the middle of an exceedingly immersive environment.
The user journey was meticulously designed incorporating two crucial aspects, ease to use and multiple interactions in the Virtual Studio. We took note of every micro touchpoint that a user encounters while shopping in an offline store and not just replicated but augmented all of them by breaking them down further and adding interactions to the same. The users could sit in the comforts of their homes and shop from the virtual store just like an offline store, or even better. Apparel was intriguingly displayed in the Studio and users could get all the essential information like Size, color, fabric, and product information in just one click. To make the experience more personal to the users, an option to personalize the garments was also provided.
One of the main concerns was the real-time update of the website based on the availability of the apparel. So an inventory management system was fully integrated leveraging a blend of ANS Commerce and Uni Commerce. A dynamic slotting system was made for the real-time enabling and disabling of stock in which the stock check was done every 10 minutes and if apparel was out of stock, it was automatically removed from the shelf and was replaced by the second best option. Along with this, a seamless user experience was ensured with the integration of the carting and check-out systems.
Around 80% of users access E-commerce websites through their phones, hence we designed the website with a mobile-first approach. Upon logging on to the website, the users can select if they want to explore the Studio on their mobile phone or desktop. The website was designed to be highly experiential, with media-rich content, including graphics up to 8k resolution. We developed a system that enabled instant real-time loading of hundreds of smaller details, providing a near real-time experience to users. This was done by converting the 360-degree format into 8 slices in 3 resolution formats. It took under 5 seconds for the first load on any device with a fairly standard network and there was a continuous loading in the background. To provide a near real-time experience to the users, an extremely heavy dynamic system was made whereupon the baseline layer was downloaded in the first slice, followed by the download and presentation of the second layer and third layer while the other layers got loaded simultaneously in the background. Preferential loading was provided to the spot in accordance with how the user was exploring the Store
While all the touchpoints of Google analytics were harnessed, we intended to dive deeper into understanding user behavior, so we created our advanced analytics system which captured more insightful data like the user preference, average no. of clicks to checkout ratio, average time spent between clicks, user interests, time spent exploring the Virtual Studio along with a host of other rich touchpoints categorized into web and mobile for both Android and iOS which was further sliced to browser-wise data. Prominent filtration was done to achieve the end goal of gaining a holistic understanding of user behavior. Since the analytics system was entirely socket-based, we could record all the data in milliseconds to create user behavior metrics while modifying the apparel and multiple zones.
The Virtual Studio reaped results that exceeded the Brand’s expectations, with over 30k virtual turnouts in the first month while the A/B testing was going on. The average time spent on their conventional website was 23 seconds which increased exceptionally to more than 3 minutes for their new website. The brand witnessed higher retention on the website and a 2x boost in the new user-to-checkout ratio compared to their traditional website. The technology not just provided the desired results but also won various recognitions like the Marketers' Excellence Award & Digies Award for the Best Use of Technology, WOW Awards Asia Promotion of the Year for Brand Awareness, and the Foxglove Award for Best Innovation in Digital.
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