Justice Uses Yext and Adobe to Support Customers Everywhere They Shop
For fashion-focused tween girls, shopping is so much more than a trip to the store. It’s an immersive multi-channel experience — one that’s entertaining, empowering and, increasingly, digitally driven.
Since its inception in the 1990s, Justice has provided fun fashion experiences for tween shoppers and the brand continues to evolve along with its customers’ behaviours, values and preferences.
“We are a speciality retailer, providing fashion, merchandise and accessories for tween girls,” explains Ryan Hohman, Director of eCommerce Operations at Justice. “We have a unique customer, where the girl will browse and mum fulfils the purchase for her. It’s a fun customer to work for. 80% of our traffic is mobile and that is where we focus.”
Because so many of its important customer interactions occur online, Justice needed a simple and reliable way to support its shoppers (and their parents) everywhere they were searching online. “The customer experience on our website has become crucial to the success of our business,” Hohman explains. “And it requires constant evolution to match changing customer expectations.”
Justice leveraged Yext to create a sophisticated omnichannel shopping experience for customers.
Justice uses Yext to improve discoverability across organic search experiences — by updating important brand information on both listings and local pages — and to provide a convenient and intuitive search experience on its own website.
“Managing holiday hours was definitely a challenge before onboarding with Yext,” says Hohman. “Our first holiday with Yext was one of the first holidays in a while where I didn’t get a call from any of our store partners calling out inaccuracies — that was huge.”
The ability to update information about each individual store’s hours of operation and services offered became critical when the COVID-19 crisis happened. “With Yext, our store pages — and our store locator — became a reliable source of truth for any information you wanted on your local store,” he explains. “We used those pages not only for business hours but to keep our customers informed about services like curbside pick up. People wanted to know ‘Is this store available for in-store shopping?’ ‘Does this store do Click & Collect?’ We also put content on our store pages that talked about the measures we were taking to keep the stores safe and clean.”
Using Yext Answers, the revolutionary site search solution that understands natural language and provides rich search results, Hohman was able to see what questions customers were asking on Justice’s store pages.
“Shortly after we put Yext Answers on our store pages, we introduced the ability to search by product,” Hohman explains. “We were seeing a lot of searches for swimsuits and sleepwear, for example. So we identified some of our top swim and sleep products and put them into Answers — allowing customers to act quickly on their search result.”
“A lot of the most common customer questions are around promo codes and free shipping offers,” he says. “Some of the top questions that we see on a regular basis are ‘How do I check the status of my order?’ ‘How do I earn and redeem Club Justice Rewards?’ ‘How do I use my Justice cash?’ So using Yext Answers, we’ve created content to host FAQs around those top customer questions.”
“We’ve always had a pretty robust customer care hub, but Yext Answers has taken it to the next level,” Hohman continues. “Now that we give customers the ability to ask questions and can respond with accurate answers, we’ve seen a lot of success reducing contacts to our call centre. That’s a big deal when every call to the call centre costs us about $8. Then after we’ve answered their question, they’re going back to the eCommerce website and they’re converting. It’s a new layer that we didn’t have available before. Yext Answers gives us the ability to let the customer go a level deeper, get the answer they’re looking for and then continue on their shopping journey.”
Justice has pinned customer care content so that it displays for high-volume help-related search terms such as “help,” “customer care,” “chat,” and “store status.” “With this, we’ve been able to understand customer intent and quickly put relevant content in front of the customer,” says Hohman. “Before Answers, customers could not search for content on our site — only products. And if they didn’t find the content they were looking for in a few taps, they would likely contact the call centre.”
Call centre contacts drop and online conversions increase as more customers are able to find the information they need on Justice’s store pages.
Using Yext Answers in combination with Adobe Analytics has provided Justice with a lot of rich insights into its customer journey.
“After a customer leaves a Yext Answers experience, we’re able to understand what they’re doing on our eCommerce website,” he says. “We’ve actually been able to see revenue attributed to those visits — conversions, average order value, number of units they’re adding to their bag, what type of units they’re adding to their bag. This is really good information that we can use to target them in the future.”
In just its first month using Yext Answers (June 2020 – July 2020), initially implemented through the Answers Free Trial, Justice found that users engaging with a Yext Answers experience had a 6.4% higher conversion rate — generating 53% more revenue per visit — than those who didn’t. During the 90 day trial period (June 2020 – September 2020) the brand has also seen 3,100 FAQ engagements within the Yext Answers experience, deflecting contacts to its customer care team and call centre. At an assumed average cost of $8 per call, this amounts to an estimated $24,800 in potential support savings.
On Justice’s Yext-powered local pages, call-to-action buttons have more than an 11% click-through-rate, totalling over 480,000 high-intent clicks from July 2019 to June 2020. Since launching with the Yext platform, Justice has also experienced a 26% year-over-year increase in clicks to its website from Google (April 2019 – May 2020, as compared to April 2018 – May 2019).
“We have more of a digital-first business now and we have to support our customers wherever they choose to shop,” says Hohman. “That’s really our goal. At the end of the day, it’s about being close to the customer. If we talk to our customers and we listen to our customers, they’re going to give us the requirements — they’ll let us know what we have to build and how we have to evolve, to meet them where they are.”