JBC: Pushing Volume & Revenue – Predicting the Next Shopping Moment.

JBC Case: Pushing Volume and Revenue

The Client

JBC is an established retail brand in Belgium, Luxembourg, and Germany. The company is strongly committed to providing a consistent and customer-focused shopping experience, both online and in-store.

The Business Needs

Having installed a high-performing Marketing Automation tool, JBC now wants to get a return on digital investments. The strategic focus is on pushing volumes (revenue). After analysis, the best opportunity is found in increasing the shopper buying frequency to achieve our goals.

The Challenge

“Predict the next shopping moment and push for more volume”

Prepare & Plan

Define Requirements

• Access to omnichannel data:
  • Transactional data (online + offline)
  • Behavioural data (online)
• Two AI-recommendation engines in parallel:
  • When: Moment of next purchase (RFM Model)
  • What: Product & accessories (Selligent Cortex)
• Analytics and reporting:
  • End-to-end analytics
  • Campaign group versus control group
• Customer life cycle mapping:
  • What is the (mathematical) next step?

Build: Predictive Modeling

Set-up Recency-Frequency Model

Goal: Estimate the Next Expected Purchase (NEP) window.

Scoring Model:

• Based on Recency & Frequency
• Based on transactional and behavioral data
• Scoring individual customers

Set-up Product Recommendation Engine

Goal: Make an offer with the highest success rate.

Scoring Model:

• Based on shopping department
• Based on transactional and behavioral data
• Based on stock (ERP)
• Based on season/collection

Build: Campaign Development

Create Campaign Concept

Developed a structured approach to customer engagement based on shopping stages: Stimulate (S), Up-sell (U), On-time (T), Retain (R), Win-back (W).

Set-up Touchpoints

Implement a sequence of strategic touchpoints to engage customers effectively across their journey.

Build Campaign Creatives

The On-Time Campaign:

• Dynamic email
• Personalized salutation
• Favorite store
• 6 recommended products
• 4 recommended accessories
• Dynamic footer including name store manager

Additional campaigns include: The Inspiration Campaign, The Upsell Campaign, The Retention Campaign, and The Win Back Campaign.

The Baby VIB Club

• Profile completion
• Extra loyalty rewards
• Lifestyle content based on baby’s age
• Automated commercial emailing

The Result

A single email campaign resulted in a +65% uplift in sales.

Some of the initiatives implemented:

• Sales: The “On-time” email shows 65% uplift in sales in comparison to the control group.
• Email performance KPIs:
  • Open rate: 41%
  • Click-to-open: 25%
  • Unsubscribe rate: 0.08%

*Control group: customers that were “on-time” and are receiving regular email communications (active opt-in) but were excluded from the campaign.