3 lessons to learn from the digital strategy of the ready-to-wear brand Jennyfer
Greg Taieb · · 2 min read
Today I want to share with you a recent online shopping experience. It happened on the website Jennyfer this ready-to-wear brand popular with teenage girls.
Several days ago my daughter was pestering me to order her a sweater. But not just any sweater: that of an influencer named Rose_thr. https://instagram.com/rose.thr?igshid=jf2swfnoh4li (don’t worry, I’ve never heard of it too).
And the best? She didn't even know what this sweater looked like. Everyone hadn't even seen it yet!
I thought it was rather stupid from the brand and so I took a look at their site.
That’s when I saw how much Jennyfer had captured everything in terms of digital:
1.Influencer marketing that makes sense 👗: many brands want to use influencers without asking the right questions. In the case of Jennyfer, the influencers are chosen in line with the target and even have their own dedicated section on the site. Moreover, the sweaters are developed with the influencers and really adapted to them.
Add an alternative
2. A site that uses the codes of Instagram 🤳: Jennyfer knows, her clients' favorite social network is Instagram. So what could be better than mimicking the codes and ergonomics of the social network on your site with stories and swipes. The mimicry is impressive! And of course the slightest click goes directly to a product. Zero learning curve or even more, we find the addictive side of the social network.
3. Features adapted to its target 🎯: Jennyfer has implemented a devilish feature on its site called “PleazPay”. It invites customers to make their basket and with one click to ask someone (like parents 😔) to pay. This via WhatsApp or Messenger sharing. Here too it is diabolical. Jennyfer knows that some of its potential customers do not have the possibility of purchasing its products directly, so it limits the friction for parents who will have to bank 😢.
In a nutshell congratulations to the digital and e-commerce managers at Jennyfer!
And have you had any good experiences or surprises during your latest online shopping experiences?