N Brown completes Akeneo’s Product Information Management transformation(2025)

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N Brown completes Akeneo’s Product Information Management transformation
Citing improved customer service across its three key fashion brands, N Brown, has successfully implemented its new Product Information Management (PIM) system

The fashion and homewares digital retail group said its partnership with product experience company Akeneo enabled the "transformative system" to be introduced ahead of its critical ‘2024 Peak Trading Period’, for its Simply Be, Jacamo and JD Williams brands

Enhancing “customer-first buying experiences designed to deliver choice, affordability and value to its shoppers”, N Brown said it needed a product information solution “that could unify multiple data points to create cohesive and content-rich product information, helping guide customers to the right choice when shopping online

Additionally, it said it “understood the impact that data has on business success and how it can act as the keystone for future growth

A foundational pillar of its digital transformation strategy, Akeneo’s PIM solution was implementation in parallel with the roll out of N Brown’s new trading websites last year, “allowing the retailer to feed product information across each of its strategic brands’ sites as well as their mobile apps, ahead of Peak 2024

Customers across all three brands can now access all the information needed to inform their buying choices directly from product display pages. Additionally critical sizing information is “enriched with metric and imperial garment measurements and comparative international sizing guides, allowing shoppers to overcome fit disparities between locales to improve fit certainty and help reduce return rates or size sampling behaviours

N Brown said social proof in the form of reviews and data on weekly product views and sales “also give shoppers additional confidence”, while the brands can now cross-sell products by offering recommendations for outfitting and ‘complete the look’ suggestions to provide a more immersive shopping experience

Peter Madigan, head of Digital Product at N Brown, said: “Our mobile apps have also benefited from enhanced PIM capabilities as well. 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

He added: “From a system and process perspective, everything is now much easier to use. We’re now at a point where amends, edits and updates can be done in a day and presented in front of our customer within a 10-minute window. That speed of change, reaction to market, feedback from product content - all the things that used to take a long time - can be done quickly and in a really controlled manner as well

FASHIONNETWORK.COM