JOTT, the French brand that took the European outerwear market by storm, was founded in 2010 in Marseille. It owes its success to its iconic and timeless light down jacket, offered in many colours and memorably displayed on an eye-catching wall of pouches in its concept stores.
Born of urban outerwear, JOTT has diversified its offer based on a universal yet versatile set of essentials in many different fits and options to colour up every look for women, men and kids, relying on functionality to offer elegant and timeless everyday products.
The brand's very fast expansion comes from a historic wholesale model and a powerful franchise network. Over the last 3 years, the model has become more retail-oriented, with the brand opening several boutiques in major European key cities, such as London, Madrid, and Amsterdam. Expansion has begun in several strategic markets in Europe, and will continue over the coming years.
Since migrating to Shopify Plus in 2022, JOTT has:
- Increased e-commerce's share by 3
- Seamlessly handled a 5x more important peak sessions in a single day
- Increased its purchase completion rate by +10%
Challenge
Technical limitations and restricted storytelling
JOTT quickly experienced rapid growth. Victim of its own success, the brand began to feel the weaknesses of its online platform which was hosted on Prestashop, especially during winter high traffic peaks of traffic and sales. This further challenged their e-commerce solution. The company also observed a high number of cart abandonments during Black Friday, caused by platform slowness.
Pauline Comet, E-commerce and Omnichannel Director at JOTT, also explains that Prestashop offered few technical and functional advancements. Its warehouse and client interfaces, as well as the front and back-office, remained too basic. At that time, JOTT's site was essentially just an online catalog with limited product stock and no ability to create content pages.
In full expansion, JOTT needed technical modernity and a robust e-commerce platform capable of handling very high traffic peaks. In search of a solution allowing for international scaling and the development of an omnichannel strategy, with more sophisticated storytelling features to highlight the brand's DNA, JOTT initiated an audit. The company ultimately opted for a complete redesign of its site and migrated to Shopify Plus in June 2022, while also using OneStock simultaneously for stock unification.
Solution
A tool that is highly flexible, open, and limitless
With the help of the agency COLORZ, JOTT's new e-commerce platform was deployed within a few months. As a fashion industry company, JOTT appreciates the robustness and stability of Shopify Plus ensuring website uptime, as well as its ability to adapt independent from the products sold. The platform can handle a large amount of data while maintaining a lightweight architecture. The turnkey solution is also easy to access and requires few human resources for daily maintenance, which is advantageous for a SME. Finally, Shopify Plus offers a comprehensive library of applications that interact with each other to simplify daily tasks. The solution knows how to adapt when multiple stakeholders and tools are involved in the same project, providing an optimal and personalized customer experience but also an ease of use for the teams.
It's a very flexible, open, limitless solution, and that's what makes it work.
In August 2022, JOTT implemented Nosto, an AI-powered merchandising and personalization platform that enables retailers to deliver personalized digital shopping experiences to their customers. The tool supports numerous metafields and can process data to create automated merchandising rules, run A/B tests, and continuously push the right product to the right place.
The brand also utilizes Yotpo, which facilitates the collection and enhancement of the presentation of customer reviews. The application integrates with Gorgias, a customer service add-on that centralizes all customer conversations to automatically and instantly respond to recurring questions and prioritize high-value tickets.
Regarding database management, Matrixify proved to be crucial. JOTT can smoothly, intelligibly, and rapidly export all the data it needs in bulk. The user-friendliness of the interface appeals to all teams within the company, including the finance department.
With Shopify Payments, which enables customers to pay in their preferred currency and via their preferred payment method quickly and easily, JOTT saw a 10% increase in its checkout completion rate.
Results
A reliable and flexible foundation for a serene scaling
The transition to Shopify Plus has boosted JOTT's online growth: the share of e-commerce has tripled since the migration.
Thanks to Shopify Plus, JOTT no longer has to worry about not being able to handle high traffic volumes and the site being too slow to handle payments during peak periods. With Shopify Plus, the customer experience remains smooth even during major traffic spikes. On January 10, 2024, the first day of JOTT's winter sales, the company recorded a record-breaking number of visits and simultaneous transactions, nearly 5 times higher than the historical record, without any hiccups.
I've had pleasant surprises, particularly regarding the robustness of the architecture and its impressive scalability. In my previous companies, we were scared of the End-of-season-sales launch days, I used to arrive in the morning to deal with the site's slowness or outages due to traffic pikes; it was my daily routine. I had some reservations and doubts, but it's undeniable that with Shopify, it works.
Since adopting Shopify Payments, JOTT has noticed a 10% increase in its purchase completion rate.
In France, JOTT is already a well-established top-of-mind brand. In 2024, the company, which plans to strongly increase its digital revenue abroad, is therefore banking on accelerating its international expansion. Shopify supports JOTT with those plans with applications like WeGlot or Translate & Adapt, that help the business to localize its online store for international audiences and languages that are search engine optimized. JOTT are working with WeGlot and are looking to implement Translate & Adapt to translate the content of its shop for each market and thus improve its SEO and increase its organic traffic.
