How JACK & JONES achieved 33% higher average order value for members

The vision behind the member club was to create a simple, easy-to-use and easy-to-understand concept that could be rolled out across all markets and channels. A critical part of this was unifying the customer experience between online and in-store shopping and at the same time collecting first-party data across all channels.

“Our concept is easy to understand—not just for end consumers, but also internally. We’re a large organization, so it’s essential that the concept is simple and that everyone in the value chain can understand it.” — Anja Steensen, Performance Marketing Manager, JACK & JONES

Driving value beyond discounts: meeting customer expectations

“One of the biggest strengths of our member club is that our 1000+ stores serve as our most powerful lead generator. While we can invest in paid search and social media, the real magic happens when our physical stores are involved. Thanks to their engagement, we’re now seeing over 30,000 new sign-ups every week.” Anja adds.

For years, JACK & JONES had been able to identify customers online but identifying them in physical stores was a key milestone. Now, JACK & JONES can recognize and reward loyal customers wherever they choose to shop. With more people engaging and shopping via smartphones, it was critical for JACK & JONES to create a mobile-first loyalty concept, where their app plays a central role.

Throughout the rollout, customers frequently asked, “What’s in it for me?” Offering a simple 10% sign-up discount, which had worked in the past, was no longer enough. Customers now expect more from member clubs, and JACK & JONES knew they needed to adapt.

Anja explains one of the new benefits: “It became crucial for us to equip our store staff with the right tools to engage customers effectively. One key benefit we introduced was digital receipts. Who wouldn’t want to give their permission to avoid the hassle of managing paper receipts?”

This shift to digital receipts not only helped recruit new members but also allowed the brand to leverage order history for better insights. The data revealed a significant uplift in purchasing patterns for loyalty members compared to non-members. Members could now track their receipts seamlessly, while JACK & JONES gained the opportunity to tailor offers based on each member’s unique order history.

With over 2 million consents for email communication when starting up the club, JACK & JONES recognized the need to leverage their customer data to build a complete picture of their customer base and drive customer engagement and retention.

“The ability to collect and act on first-party data has become more important than ever. We’ve been able to build a complete view of our customers, using that data to deliver personalized experiences across the entire customer journey together with Voyado.” Anja says.

Initially, there was an internal concern that launching a member club might divert traffic away from physical stores. However, the data has shown the opposite. Nearly 47% of the members have made in-store purchases, while 38% have shopped online since the member club was launched in the beginning of 2024. This illustrates how the loyalty initiative is beneficial for JACK & JONES, since it drives traffic to both online and offline channels and creates an uplift in omnichannel purchases.

Record-breaking results after only 10 Months

Just ten months after launching JACK & JONES CLUB, the results speak for themselves. More than 1.000.000 million members were recruited across 30+ countries, with a weekly recruitment of over 30,000 new members. 83% of members have made at least one purchase, and 29% have made two or more purchases.

Members’ average order value (AOV) is 33% higher compared to non-members and JACK & JONES sees a 70% conversion rate for new members at the point of sign-up.

Looking ahead, JACK & JONES plans to expand their member club to up to 100 markets over the next five years. As the company grows, they will focus on maintaining the easy-to-understand approach while adding features like wish lists and advanced personalization through automation to further scale.

The 3 biggest wins of starting a member club, utilizing Voyado, according to Anja:

Customer experience:
“Now, we can identify members in-store, so there’s no distinction between physical stores and e-commerce. If they shop with us, the channel doesn’t matter.”

 Customer view:
“This is a paradigm shift; we are now viewing customers across channels, moving beyond the fragmented view we used to have.”

Deeper insights:
“We now have a better understanding of who our customers are, allowing us to better tailor to their needs. For example, using data from one channel to personalize the experience in another.”

With a focus on unifying customer experiences across all channels, JACK & JONES CLUB has already delivered significant results. By strategically working with their first-party data while adopting a data-driven approach, JACK & JONES is prepared to meet the future demands of both the market and their customers, driving long-term retention and growth.

“We’ve achieved a lot in a short time, but we’re just scratching the surface now. Our member club will keep evolving, helping us strengthen customer relationships and create more tailored experiences,” Anja adds.