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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.

Background

Big Brands, Broad Variety and What Not

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.

Challenges

Existing marketing channel fails to impress

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!

growth-image-3

3%

Total sales from iZooto

2%

Impact on CTR

 

45%

Increase in cart value

Solution

Custom Implementation Paved The Way For Success

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.

 


 

"The implementation itself was fairly straightforward and we were quickly on our way to build a subscriber list that scaled to 100K in 12 weeks flat. The impact in terms of user engagement was significant and we started clocking sales right from the first notification that we sent out."

- Rahul, Business Head at Jabong

 


 

Timely Trigger Cracked the Flagship Sale

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.

Jabong Time Bound Notifications

Jabong Happy Hours Push Notification

 

Personalization Boosts Engagement and CTRs

Being a fashion and lifestyle destination, CRM team understood the importance of how each user needs to be treated uniquely. Personalization sits at the core of user communication at Jabong and iZooto helped them with precisely that.

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 using Segmentationjabong discount push notification

 

Results

Driving Consistent Performance At Scale

Jabong’s CRM team has been using iZooto as their web push notification platform for over 9 months. iZooto now drives upto 3% of their total revenue on Jabong [ Desktop and Mobile Web ]. Conversion rates from web push notification nearly match the organic traffic conversion rates - this speaks highly about the novelty of web push as a communication channel.

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

Other Case Studies

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More than 2% of total sales from web push notifications 

MyBageecha Turbocharges Sales with iZooto's Automated Push Notifications

8% of revenue contribution from web push notifications 

Bajaao gets 5X conversions using iZooto as compared to paid campaigns

Bajaao gathered more than 20K subscribers in just 12 weeks

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