N Brown wraps up product info transformation

N Brown, which owns Simply Be, Jacamo, and JD Williams, has completed its product information transformation.

The online clothing, footwear and homeware retailer has implemented the system, developed by tech firm Akeneo, to unify multiple data points with the aim of creating “cohesive and content-rich” product information across the three brands.

The move was completed in parallel with the launch of N Brown’s new trading websites ahead of the peak season of 2024.

The company’s websites now include detailed product descriptions, imagery, information on fabric type, and garment care instructions on the product display pages.

Sizing information has also been improved, with metric and imperial garment measurements and comparative international sizing guides added to the sites.

Additionally, the retailer has rolled out reviews and data on weekly product views and sales.

Each of the brands can also cross-sell products by offering recommendations for outfitting and ‘complete the look’ suggestions.

“Our mobile apps have also benefited from enhanced Product Information Management (PIM) capabilities as well,” said Peter Madigan, head of digital product at N Brown. “Our most loyal customers tend to use each of the brand’s apps, so whilst we’ve been able to bring new customers in through our new trading websites, and they’ve seen the advantage of improved product information, our most loyal customers get that same experience across our mobile apps too.”

The new PIM technology is also designed to improve product information at differing touch points across the digital journey, adjusting the “tone of voice” and content for target customers by brand.

“We know different things matter to each of our customer targets,” continued Madigan. “For example, our Simply Be shoppers want to know the highlights of a product, while JD Wiliams customers look for a bit more inspiration.

“Jacamo customers, who are predominantly male, want to know what it is about the product that is going to make them buy it.”

Last October, N Brown Group announced that it would be sold to a company owned by Joshua Alliance.

Alliance, currently a non-executive director at N Brown, and his family own around 60 per cent of N Brown’s shares.

Alliance is offering 40p per share in cash through Bidco, a newly formed company established by Alliance to acquire N Brown.

The deal is subject to shareholder approval and is expected to be completed early this year.