A Mobile-first PWA for a Luxury Retail Giant
PWA Accelerator: PYLOT
Digital Experience Strategy & Design
Jomashop is an ecommerce giant that sells high-end watches and accessories from brands like Rolex, Omega, Gucci, Audemars Piguet, and many more at discounted prices. With their #NeverPayRetail philosophy, Jomashop experiences upwards of 25 million unique page views a month. During Black Friday, their site recorded almost 3 million page views in one day.
They are one of Corra’s long-standing clients who have partnered with us since 2013, when we launched their site. Because of this long-term partnership supporting and growing their business, Jomashop trusted Corra to launch an innovative project – a Progressive Web App built with PYLOT, our full PWA accelerator that works seamlessly on any commerce platform, including Shopify, Adobe Commerce, and commercetools.
WHAT ARE PWAS?
PWAs combine the discoverability of the web with the capabilities of an app – without the investment and barrier to entry an app requires. They are searchable via common browsers, meaning that consumers don’t need to interrupt their shopping experience with a detour to the app store. And because PWAs pre-cache parts of the site, the result is a lightning-fast experience translating to engaged visitors, increased conversions, and better SEO rankings.
WHY PWA FOR JOMASHOP?
Because almost 70% of Jomashop’s traffic comes from mobile, the brand needed an app-like experience designed to increase conversions across all devices. SEO is very important to their business model – PWAs enable faster load times and mobile-optimized experiences which lead to higher SEO rankings. Jomashop has a high Average Order Value, with products exceeding $100,000. For this reason, it's important to provide all of the necessary information to make consumers feel confident in their purchase – while not over cluttering the mobile screen. An information hierarchy strategically designed for mobile was a must. A responsive site that adapts to fit a mobile screen would not have sufficed.
Together, Corra &
LUXURY & MOBILITY
Corra was tasked with the goal of redesigning their commerce experience to attract a younger audience while remaining appealing to their main customer base (primarily males over 35). The online retailer also wanted to break out of its watch-centric brand identity and better attract customers interested in other products like sunglasses, jewelry, handbags, luxury pens, shoes, and beauty products. The new mobile-first design achieves these goals.
A MOBILE-FIRST PWA EXPERIENCE
At the beginning of the project, Corra performed a Customer Experience Audit which provided a thorough overview of how Jomashop’s customers were interacting with the site. Corra recorded 70,000 customer sessions, heat mapped the entire site (to track what users were clicking on and engaging with most) and analyzed multiple data points. These findings were then used to inform our designs and digital strategies.
The result was an app-like experience designed specifically with mobile user behavior in mind. Because Jomashop has nearly 230,000 SKUs, the primary goal was to facilitate product discovery as much as possible. With the new experience, quick links to different departments and best-selling products are clearly displayed above the fold for easy access. Moreover, the navigation bar at the bottom of the screen provides users with a convenient way to find what they’re looking for.
We had a very robust and intensive exploration focused on global navigation. Because it is the primary shopping access for users, we went through a lot of revisions to ensure that the visual elements were making it very accessible for shoppers to quickly be directed toward the departments they’re interested in
Another challenge for the visual design team was performing a balancing act between keeping the design clean and displaying the rich information that conveys the quality of high-price items. Through a clever approach, the team incorporated expandable and collapsible sections and included sticky elements that prevent the user from getting lost or overwhelmed.
We also embedded cross-selling opportunities such as “You May Also Like” sections throughout the customer journey: on the homepage, in the PDP, and even at checkout to enable opportunities for upselling. The personalized recommendations are powered by Nosto, a personalization platform that uses machine learning and shopper behavioral data to create high-converting experiences.
THE PRICE-CONSCIOUS CONSUMER
The Jomashop buyer is price-conscious – they want to be sure they’re getting the best deal. To entice this type of customer, displaying a simple strikethrough pricing wouldn’t have been enough. To curate discounted items, Corra highlighted various content blocks below the fold like Featured Daily Deals, Limited Time Offers, Weekly Deals, and Sale Events. We also created unique product tiles to showcase detailed pricing (not only the percentage of savings but the final price after coupons too). Additionally, Jomashop’s product badges such as ‘Pre-Owned’ or ‘Coupon Deal’ are very effective at directing and encouraging purchase decisions. And, on the PDP, the ‘Click to Apply’ coupon badges offer an engaging Amazon-like experience. To enable these types of discounts and coupons, Corra’s team had to perform many complex customizations at the backend level.
The site experience offers practically every payment method on the market to give customers multiple options at checkout and reduce cart abandonment. This includes: Apple Pay, Amazon Pay, PayPal (all pre-integrated in PYLOT), as well as NihaoPay and PiliPay to be able to serve the customer base in the APAC region, which is essential to their business. And because Jomashop’s AOV is high, they also offer Affirm to provide flexible payment options, as well as the opportunity to use gift cards, rewards points, and store credit.
ADVANCED PRODUCT LISTING PAGES
Corra designed a quick filter option at the top of the page to allow consumers to filter products by category and find what they’re looking for with ease and efficiency. For example, when browsing sunglasses, the user can choose from one or more of the following options: oval, aviator, cat-eye, square, etc.
From an administrator standpoint, the Jomashop team has full control over the tags and quick filters – they are draggable and editable from the admin.
Corra built a completely custom trade-in section in the back end so that the Jomashop team can manage trade-in requests.
THE IMPORTANCE OF REVIEWS
Corra implemented product reviews and Q&A powered by Yotpo, a leading ecommerce marketing platform that integrates data-driven solutions for reviews, loyalty, referrals, SMS marketing, and more. The reviews and Q&A features are very important tools for Jomashop’s business as social proof helps to reassure customers and influence purchasing decisions, particularly for high-priced items.
Q&A is a feature that allows Jomashop's customers to ask questions regarding specific products – questions regarding specific products, such as: “does the watch come with the original box and manual?” or “can you price match if I found this watch on another site?” The questions are then directed to the site administrator and to customers who have previously purchased the product. According to Yotpo, this feature strengthens ongoing community involvement and increases trust for their customers.
The new Progressive Web App gives Jomashop's customers an experience aligned with their buyer’s behavior on mobile. With the new site, Jomashop is well-equipped to appeal to a younger demographic and expand their reach to new consumers. They will continue working with the Corra team to optimize their site and personalize content to better sell to their customer segments.
The Corra team listens to you and is always willing to work with you to figure out what's best for your business.
General Manager, Jomashop