{"id":4267579,"date":"2024-03-14T20:12:18","date_gmt":"2024-03-14T18:12:18","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/foundational-commerce-work-to-fund-future-initiatives\/"},"modified":"2025-02-04T15:19:27","modified_gmt":"2025-02-04T13:19:27","slug":"foundational-commerce-work-to-fund-future-initiatives","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/foundational-commerce-work-to-fund-future-initiatives\/","title":{"rendered":"ROI-driven decision-making for current &#038; future state success"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >JOANN<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >ROI-driven decision-making for current &#038; future state success<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/09\/Joann-1.png\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tCommerce\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tTech &amp; Data\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Despite being a dearly loved brand, JOANN faced several challenges, especially with its e-commerce experience. These challenges were crippling margins and driving away its fiercely loyal customer base. To right the ship and position themselves for the future, JOANN kicked off a digital overhaul.<\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >DEPT\u00ae worked with JOANN to create a digital transformation roadmap, starting with immediate needs that would have a high impact in the short term. Within six months, JOANN had decreased costs and increased revenue, freeing up capital to reinvest in more meaningful digital initiatives.<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/Joann2.png\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Success-based partnership and growth<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>JOANN has been a staple for generations, serving millions of professionals and hobbyists. But its transformation from in-store to online wasn\u2019t seamless. Over the years, it has accumulated a lot of technical debt without much to show for it.<br><br>JOANN was at a critical inflection point, so they reached out to DEPT\u00ae\u2019s commerce team, hoping to turn around their online and mobile app e-commerce experience.<br><br>After analyzing their technical landscape, we identified a large number of high-impact, low-effort initiatives that could be implemented before the quickly approaching holiday season. Revenue gained from core improvements would fund the next wave of initiatives and relieve pressure on the cash-crunched business.<\/p><\/div>\n\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"three-up-asset-two\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Massive holiday gains via site performance<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Our holiday SWAT team focused on three key areas of opportunity:<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/joann-usability-clothes-1.png\"\n\t\t\t\t\talt=\"JONA usability\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-first\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/joann-performance-blazer-1.png\"\n\t\t\t\t\talt=\"JOANN Performance\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-second\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/joann-bugs-chair-jumper.png\"\n\t\t\t\t\talt=\"Image of a green chair and brown jumper, with the word BUGS underneath\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-third\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >By simply implementing a few best practices, we immediately saw a 25% jump in conversion rates.\u2028\u2028<br><br>Performance improvements were a bit more complex. There were several areas to investigate and improve, from the CDN setup to the server-side integrations. We reduced the number of promotions by over 70% and lowered the SKU count by almost 50%, and we cleaned up the front-end code to deliver a more optimized experience.<br><br>Ultimately, we were able to reduce page load times by an average of 40%, increase the cache hit rate by 300%, and lower the total number of page requests by 25%, all of which worked together to drive the conversion rate up even further.\u2028\u2028All in all, the most significant impact on the site was simply fixing the basics needed for a successful online purchase journey.\u2028\u2028<br><br>This rapid initiative resulted in amazing results, including an 11.2% increase in online revenue without incrementally increasing traffic.<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t11.2%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tIncrease in revenue in six months\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t25%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tIncrease in conversion rates\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >What\u2019s next for JOANN\u2019s digital transformation?<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Now that JOANN\u2019s budget has some breathing room, we can tackle bigger projects.\u00a0\u2028\u2028<br><br>We have just kicked off the second wave of their transformation, which includes a composable commerce offering and a new React Native mobile app experience. From there, our roadmap includes a\u00a0comprehensive commerce strategy, including UX\/UI enhancements, a cohesive experience between stores and the online experience, media marketing, and a social media strategy.\u00a0\u2028\u2028<br><br>For JOANN, we\u2019re here for the long haul and look forward to growing its customer base, revenue, and profitability.\u00a0<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/Joann-5.png\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":94,"featured_media":4267581,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":{"id":4243740,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/03\/Joann.png"},"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#6CB000","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[42127],"case-category":[42671,42675],"award":[],"case-industry":[42673,42670],"person":[41567],"class_list":["post-4267579","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Featured work: JOANN commerce strategy - DEPT\u00ae<\/title>\n<meta name=\"description\" content=\"DEPT\u00ae worked with JOANN to create a digital transformation roadmap, starting with immediate needs that would cut costs and drive revenue. 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