Across the targeted footwear categories, we managed to increase average order value by 12%. Our conversion targets were exceeded by a wide margin.
Overview
Jacadi is a leading French children's fashion brand, renowned for its craftsmanship and expertise in footwear, particularly shoes designed for babies taking their first steps.
The brand takes an omnichannel approach: customers should feel just as supported online as they do in-store, where sales associates can offer personalized advice.
The ecommerce team's objective is clear: remove friction from the shopping journey, create an emotional connection, and bring the personal touch of the in-store experience online.
Challenge
- A product customers need to try on: Footwear is at the heart of Jacadi's expertise, but online shoppers can't try shoes on, touch the materials, or tell whether they're flexible or rigid. This creates a real barrier when choosing shoes for a child.
- An online experience that lacks the warmth of a store: Product pages are naturally transactional. They were missing the emotion and personalized guidance customers receive in-store.
- A strong need for reassurance: For the "First Steps" collection, parents need confidence that the shoes are suitable for their child's first steps.
- An initial test with limited results: Jacadi first deployed JOIN across most of its catalog, using primarily brand-focused content from social media. The impact was neutral. Shoppers needed more specific, product-focused content.
Solutions
Following the initial proof of concept (POC), Jacadi spent six months refining its content strategy before launching a second POC focused specifically on footwear.
This time, the brand integrated three types of video content into its product pages:
- Craftsmanship: Stories highlighting the origins of each product and the quality of the leather.
- First Steps expertise: Videos demonstrating the product's key features and reassuring parents about its suitability for children learning to walk.
- 360° product views: A complete view of each shoe, showcasing its details and materials as if customers were holding it in their hands.
Inspirational content remained part of the strategy, bringing emotion and a more human touch to the shopping experience. But it was now complemented by product-focused videos designed to highlight features and build confidence.
Implementation was straightforward for the team. The JOIN widget only needed to be integrated once. From there, the content team could independently create and publish Stories in just a few minutes.
Results
The second POC delivered strong results. Across the targeted footwear categories, Jacadi achieved a 12% increase in average order value, significantly exceeding its conversion targets.
The overall shopping experience also improved:
- +71% session duration: Visitors exposed to JOIN Stories spent an average of 12 minutes on the website, compared with 7 minutes for other visitors.
- -50% bounce rate: The bounce rate was cut in half.
Following these results, Jacadi plans to roll out JOIN across its entire product catalog, combining inspirational content with videos tailored to individual products.
