Luxury retailer Jigsaw spoke at Voyado’s event with Dressipi in London about driving a second purchase through relevancy and personalization. In the dynamic world of retail, where heritage often comes hand in hand with a fair share of technological challenges, Jigsaw found itself navigating the path of overcoming tech debt as a crucial first step. Embracing innovation and shedding the weight of legacy systems, Jigsaw embarked on a journey with Voyado and Dressipi to revolutionize its customer engagement strategies.
The Significance of the Second Purchase
Nancy Reed, CRM Manager at Jigsaw, shed light at the event on why the second purchase holds such importance. Beyond the evident increase in customer value with each purchase, she emphasized the stark contrast in the cost of acquiring new customers compared to retaining existing ones. A staggering fivefold increase in the cost of acquisition versus retention underscores the economic wisdom of fostering customer loyalty.
Jigsaw boasts an extensive pool of emailable single purchasers, a wealth of insights waiting to be unleashed. Through targeted communications and personalized engagement, even a modest conversion rate could translate into significant revenue growth.
As Jigsaw delves into the realm of second purchases, the focus shifts towards harnessing the power of customer data for creating hyper-relevant and resonant experiences.
Unlocking the Second Purchase
Nancy delved into the intricacies of customer behavior from the first to the second purchase, highlighting the pivotal role of post-purchase customer service. Understanding the timing of customer returns and analyzing the data behind the first-to-second purchase journey are key components in shaping a compelling narrative for each customer.
Harnessing the wealth of data, Jigsaw is on a quest to decipher patterns, preferences, and cross-category purchasing behaviors. With Voyado, Jigsaw seeks to simplify this process, ensuring that marketers can effortlessly harness the power of data to drive meaningful and personalized interactions.
With Dressipi, Jigsaw is able to understand what drives purchase behavior, does a customer shop on trend, is she more likely to return certain necklines. This data takes the guesswork out of recommendations.
“It all starts with the data! Being able to identify the first purchasers and segment based off that. Previously to Voyado we had a system where it wasn’t easy to use the data and that was the number one hurdle. As soon as that was easy to use, we were on our way!” Nancy said.
Karl Stone, Regional VP at Voyado.
Automation and Trigger Journeys
The collaboration with Voyado has allowed Jigsaw to elevate its customer engagement through advanced automation and trigger journeys. Jigsaw is currently exploring the nuances of customer motivation during the second purchase journey. Testing various approaches, including subtle incentives, the focus is on building upon the foundational elements already in place. “Understanding relevancy and what drives people is really important. What motivates your customers to make a purchase? Is price the biggest incentive or could it be exclusivity or functionality? There’s a lot of possibilities if you learn how to creatively use your data” said Karl Stone, Regional VP at Voyado.
The Future: Loyalty, Personalization, and Beyond
Jigsaw envisions a future where mass email sends are replaced with highly personalized and relevant communications. Loyalty programs, seamless integration with in-store stock, and exploring channels like WhatsApp for improved customer service are all part of the roadmap ahead. With around 40 physical stores, these locations are viewed as valuable assets that can enhance the overall customer experience. Integrating in-store interactions into trigger journeys and leveraging the proximity of local stores, Jigsaw aims to offer customers the convenience of both online and offline shopping. The goal is to transcend traditional boundaries, drive customer loyalty, and continuously adapt to the evolving retail landscape. In the ever-evolving world of retail, Jigsaw’s drive towards relevance supported by Voyado and Dressipi is not just a journey—it’s a transformative experience, paving the way for a future where every customer interaction is not just a transaction but a personalized and appreciated moment in the ongoing narrative of brand and consumer.
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