Jo Malone London
Elevating Customer Experience with a New Product Page and Cologne Layering Tool to Increase Basket Value
Elevating Customer Experience with a New Product Page and Cologne Layering Tool to Increase Basket Value
TLDR
As a Jo Malone London stylist, I observed that many customers were unaware of the art of layering fragrances, which has proven to be a successful upselling tool during in-store services.
To leverage this opportunity online, I undertook a project aimed at enhancing the customer experience. I proposed a new product page featuring tailored recommendations and a Cologne Layering Tool to guide customers in discovering complementary scents. This initiative seeks to replicate the in-store experience in a digital format, encouraging engagement and driving increased basket value.
As a Jo Malone London stylist, I observed that many customers were unaware of the art of layering fragrances, which has proven to be a successful upselling tool during in-store services.
To leverage this opportunity online, I undertook a project aimed at enhancing the customer experience. I proposed a new product page featuring tailored recommendations and a Cologne Layering Tool to guide customers in discovering complementary scents. This initiative seeks to replicate the in-store experience in a digital format, encouraging engagement and driving increased basket value.
As a Jo Malone London stylist, I observed that many customers were unaware of the art of layering fragrances, which has proven to be a successful upselling tool during in-store services.
To leverage this opportunity online, I undertook a project aimed at enhancing the customer experience. I proposed a new product page featuring tailored recommendations and a Cologne Layering Tool to guide customers in discovering complementary scents. This initiative seeks to replicate the in-store experience in a digital format, encouraging engagement and driving increased basket value.
My Role
User interview
User interview
User interview
UX design
UX design
UX design
Wireframe
Wireframe
Wireframe
UI design
UI design
UI design
In-Store Experience
Jo Malone London is renowned for offering a top-tier retail experience across all its stores, providing personalised services that elevate the customer journey. Services such as Scents for Weddings and Scents for you allow customers to enjoy bespoke fragrance consultations. At the Tasting Bar, stylists take time to understand each customer’s scent preferences, helping them explore and layer fragrances to create unique combinations.
At the Covent Garden store, one of Jo Malone's flagship locations, the impact of these services is evident, with an average basket value of £137 for customers who participate in a service, compared to £98 for those who do not. This showcases how their tailored approach significantly enhances both the shopping experience and overall sales.
Jo Malone London is renowned for offering a top-tier retail experience across all its stores, providing personalised services that elevate the customer journey. Services such as Scents for Weddings and Scents for you allow customers to enjoy bespoke fragrance consultations. At the Tasting Bar, stylists take time to understand each customer’s scent preferences, helping them explore and layer fragrances to create unique combinations.
At the Covent Garden store, one of Jo Malone's flagship locations, the impact of these services is evident, with an average basket value of £137 for customers who participate in a service, compared to £98 for those who do not. This showcases how their tailored approach significantly enhances both the shopping experience and overall sales.
What If We Bring That Experience To Online?
Jo Malone London generates significant online revenue. For example, in 2023, the brand's global eCommerce net sales through jomalone.com reached $31.7 million, while its UK-specific site, jomalone.co.uk, also achieved impressive sales of $31.9 million (eCommerce Insights)
The future is online; considering the sheer scale of the business, improving the average basket size by a single percentage point would mean additional revenue to hundreds of millions of dollars.
Jo Malone London generates significant online revenue. For example, in 2023, the brand's global eCommerce net sales through jomalone.com reached $31.7 million, while its UK-specific site, jomalone.co.uk, also achieved impressive sales of $31.9 million (eCommerce Insights)
The future is online; considering the sheer scale of the business, improving the average basket size by a single percentage point would mean additional revenue to hundreds of millions of dollars.
Identifying Problems
As a Jo Malone London stylist, I took the opportunity to ask some of the customers I served about their experiences both in-store and online, specifically regarding our personalised services. Some of the questions I asked included:
Have you shopped online at jomalone.com?
Tell me about your last online shopping experience and your thoughts on it.
When you're recommended similar products online, do you tend to purchase them?
Are you familiar with layering scents and how it can help make fragrances last longer?
As a Jo Malone stylist, I took the opportunity to ask some of the customers I served about their experiences both in-store and online, specifically regarding our personalised services. Some of the questions I asked included:
Have you shopped online at jomalone.com?
Tell me about your last online shopping experience and your thoughts on it.
When you're recommended similar products online, do you tend to purchase them?
Are you familiar with layering scents and how it can help make fragrances last longer?
These questions helped me understand customers' pain points while shopping online and revealed opportunities to improve their experience. By examining their past interactions, I generated new ideas for enhancing the online journey, particularly in replicating the personal touch and guidance they value in-store, like the benefits of scent layering. This feedback forms the foundation for developing tools and features to meet customer needs better and increase online engagement.
These questions helped me understand customers' pain points while shopping online and revealed opportunities to improve their experience. By examining their past interactions, I generated new ideas for enhancing the online journey, particularly in replicating the personal touch and guidance they value in-store, like the benefits of scent layering. This feedback forms the foundation for developing tools and features to meet customer needs better and increase online engagement.
Key Insights
Lack of awareness about scent layering
Lack of awareness about scent layering
Many customers are unaware that they can combine different scents or use body creams to make fragrances last longer, missing an opportunity to enhance their experience and product use.
Many customers are unaware that they can combine different scents or use body creams to make fragrances last longer, missing an opportunity to enhance their experience and product use.
The need to smell fragrances in-store
The need to smell fragrances in-store
Buying fragrances is a very personal experience. Customers often feel the need to smell the product in-store first before committing to an online purchase, though they may choose to order online if they believe the brand offers exclusive online deals or promotions.
Buying fragrances is a very personal experience. Customers often feel the need to smell the product in-store first before committing to an online purchase, though they may choose to order online if they believe the brand offers exclusive online deals or promotions.
Smaller purchases for layering
Smaller purchases for layering
Once customers understand the concept of scent layering, they tend to buy smaller items, such as travel-sized fragrances or body lotions, to complement their main purchase, rather than committing to larger bottles.
Once customers understand the concept of scent layering, they tend to buy smaller items, such as travel-sized fragrances or body lotions, to complement their main purchase, rather than committing to larger bottles.
Guidance during in-store services
Guidance during in-store services
Customers feel more confident when guided through scents in-store by a stylist, as it prevents them from feeling overwhelmed by having to smell everything on their own. This personal touch helps them make better choices and creates a curated experience they value.
Customers feel more confident when guided through scents in-store by a stylist, as it prevents them from feeling overwhelmed by having to smell everything on their own. This personal touch helps them make better choices and creates a curated experience they value.
How Might We Bring The Top-Tier Experience To Online?
Ideation - Crazy 8 workshop
Ideation - Crazy 8 workshop
I invited my fellow stylists at Jo Malone to join a Crazy 8 workshop, where we brainstormed innovative ideas. After gathering all the suggestions, I organised them using the Effort-Effect Matrix, which helped evaluate the potential impact and ease of implementation.
This method allowed me to collect diverse perspectives from people in the same field, ensuring that the ideas were practical and relevant to improving customer experiences.
I invited my fellow stylists at Jo Malone to join a Crazy 8 workshop, where we brainstormed innovative ideas. After gathering all the suggestions, I organised them using the Effort-Effect Matrix, which helped evaluate the potential impact and ease of implementation.
This method allowed me to collect diverse perspectives from people in the same field, ensuring that the ideas were practical and relevant to improving customer experiences.
User Story
Design
New product page: Contextual Product Guides with Relevant Recommendations
New product page: Contextual Product Guides with Relevant Recommendations
For the new product page, I created illustrations to guide customers on how to use Jo Malone products, showing a step-by-step process to enhance their fragrance experience.
Alongside this, I included product recommendations for complementary items, like body creams or smaller products, that could be paired with the colognes to make the scent last longer. I specifically recommended lower-priced items to avoid customers feeling like they were being upsold, ensuring a more seamless and helpful shopping experience.
Gamified Scent Layering Experience
I introduced gamification into the process to make the scent layering journey more engaging.
This feature helps customers discover their ideal fragrance combinations in a fun and interactive way. Each scent is associated with a specific place, creating a narrative-driven experience that makes finding the perfect scent blend intuitive and enjoyable. This approach enhances engagement and educates customers on how to layer fragrances effectively.
I introduced gamification into the process to make the scent layering journey more engaging.
This feature helps customers discover their ideal fragrance combinations in a fun and interactive way. Each scent is associated with a specific place, creating a narrative-driven experience that makes finding the perfect scent blend intuitive and enjoyable. This approach enhances engagement and educates customers on how to layer fragrances effectively.
Demo Scent Layering Experience
Next Step
For the next step of testing your layering scents and product page innovations with users, here are some successful metrics I can suggest for evaluating performance:
Conversion Rate: Measure the percentage of users who complete a purchase after interacting with the scent layering tool or recommendation system. This will show whether the added features are driving sales.
Average Basket Value: Track any increase in the average spend per customer, especially for those engaging with the layering tool or product guides. This will highlight the impact of recommendations on upselling smaller items.
Engagement Metrics: Analyse how long users spend interacting with the gamified scent layering feature or illustrated product guides. Higher engagement times can indicate increased interest and a more immersive shopping experience.
Click-Through Rate on Recommendations: Measure the number of times users click on recommended products after seeing them on the product page. This will show the effectiveness of the recommendations in prompting users to explore related items.
Customer Satisfaction/Feedback: Collect feedback directly from users regarding their experience with the new features, either through surveys or post-purchase follow-ups. Positive feedback on ease of use, helpfulness, or fun interaction can be a strong success indicator.
Return Visits: Measure the rate of repeat customers who return to explore additional scent combinations, indicating long-term interest in the layering tool and product recommendations.
For the next step of testing your layering scents and product page innovations with users, here are some successful metrics I can suggest for evaluating performance:
Conversion Rate: Measure the percentage of users who complete a purchase after interacting with the scent layering tool or recommendation system. This will show whether the added features are driving sales.
Average Basket Value: Track any increase in the average spend per customer, especially for those engaging with the layering tool or product guides. This will highlight the impact of recommendations on upselling smaller items.
Engagement Metrics: Analyse how long users spend interacting with the gamified scent layering feature or illustrated product guides. Higher engagement times can indicate increased interest and a more immersive shopping experience.
Click-Through Rate on Recommendations: Measure the number of times users click on recommended products after seeing them on the product page. This will show the effectiveness of the recommendations in prompting users to explore related items.
Customer Satisfaction/Feedback: Collect feedback directly from users regarding their experience with the new features, either through surveys or post-purchase follow-ups. Positive feedback on ease of use, helpfulness, or fun interaction can be a strong success indicator.
Return Visits: Measure the rate of repeat customers who return to explore additional scent combinations, indicating long-term interest in the layering tool and product recommendations.
Don't miss out
Don't miss out
