Jabong was looking to build a marketing list that could perform consistently as it scaled up. With a decline in email open rates, they were looking for a solution that could ensure more reach and engagement, effectively increasing conversions. With iZooto, Jabong was not only able to solve the problem of shitty click throughs but also saw a 80% more conversion rate than paid campaigns. Using contextual notifications, they targeted their nifty use cases really well to increase the overall engagement.
With over 1200+ brands & over 30,000+ products listed, Jabong is one of the largest destination for fashion and lifestyle products. Ranked at #2 after Myntra, Jabong attracts over 20 Mn unique visitors per month across Desktop and Mobile web.
Jabong’s marketing stack leverages multiple communication channels including Email, SMS, Display ads and on page alerts to engage customers. The challenge, however, was to build a marketing list that performs consistently as it scales. Response rates across these communication channels started to either flatten or decline. AdBlockers and banner blindness had already impacted the efficacy of display ads and email open rates plummeted further and were in a single digit!
Jabong.com, now part of Flipkart, boasts over 15 Mn+ installs on Android. At the same time, Jabong.com also attracts over 20 Mn+ visitors per month on their mobile web and desktop web properties. It was evident from Day 1 that integrating browser notifications on Mobile and Desktop with CRM could potentially disrupt the efficiency of user-level communication. It was in March 2016 when the team at Jabong was introduced to iZooto and the idea of web push notifications.
The decision-making process was simple - As an HTTP website, Jabong was looking for a solution that helped them leverage their brand name. Using iZooto’s custom domain option, they were able to kickstart the implementation really quickly. Given Jabong’s traffic, Jabong’s push notification subscriber list quickly scaled past 100K. As the subscriber list scaled up, CRM team continuously experimented with web push notifications - to drive user engagement, especially for activating dormant users.
- Rahul, Business Head at Jabong
Jabong’s flagship sale - End of Reason Sale (EORS) is a 3-Day fashion fiesta that attracts millions of visitors. EORS is packed with deals that are rolled out by the hour and last for a specified duration only.
Using the notification expiry feature, Jabong set up timely alerts to drive more traction leveraging on the impulsive behavior of a user. And with banner images coming into effect, the CTR for every campaign started shooting up as it helped trigger the right emotions.
Personalization Boosts Engagement and CTRs
Being a fashion and lifestyle destination,
In a step by step fashion, the iZooto team helped them segment their subscribers basis their shopping behavior, shopping preferences and more. The impact was immediate and significant. Notification sent to target audience segments saw a 2X impact in Click Through Rates with the highest being ~ 15.4%!
Jabong’s CRM team has been using iZooto as their web push notification platform for over 9 months. iZooto now drives
CRM team at Jabong has leveraged web push notifications to execute compelling campaigns for retargeting, activation of dormant users and driving repeat sales. They have been able to do so consistently and at scale - building the 4th pillar in their marketing stack that outranks email, SMS, and display.
Web push notification as a channel has consistently outperformed some of our existing channels of user engagement and user acquisition, including social and paid search. We look forward to scaling this channel and leveraging it more.
- Rahul, Business Head at Jabong
More than 2% of total sales from web push notifications
8% of revenue contribution from web push notifications
Bajaao gathered more than 20K subscribers in just 12 weeks