JBC: how to make your online shop grow thanks to omni-channel and personalization

JBC: how to make your online shop grow thanks to omni-channel and personalization

The situation

Despite the fact that JBC’s online shop was already growing, the Belgian clicks & bricks fashion retailer felt a drop in its turnover due to the growing competition on the internet. It’s a fact, consumers continue to buy more online. This trend becomes even more important when we know that fashion belongs to the top categories within the online expenses in Belgium. So, it was time for JBC to change pace and increase online sales even more by creating a simpler and faster online shopping experience.

The solution

The answer to JBC’s question? Omnichannel! JBC is known for its excellent customer experience. It is therefore a logical step to extend this experience to all channels; from mobile to online to shop and kiosk; customer is always king. FORWARD helped JBC by starting from a mobile-first approach. This made it possible to center all inspirational elements, like their images and magazines. But that’s not all; besides the total-look suggestions, the AI-tool ensures the customer can also count on personal online fashion advice. A last optimization to create a great online experience was the improvement of JBC’s search, thanks to an expansion of the filters and enriched product info.

The success

The Success

Personal online styling advice and recommendations via artificial intelligence

Improved customer experience on all channels

Fully integrated omni-channel approach from mobile and
online to in-store kiosks

"Young families, our core target group, are shopping more and more online. That is why you have to be able to compete with the top retailers at the highest online level. With the new e-shop, it’s as if we’re playing the Champions League of the digital world."

Bart Claes - CEO JBC


JBC is a Belgian fashion retailer where you find a wide range of clothing for the whole family; ladies, gentlemen, girls, boys and babies! JBC is a family-owned company founded in 1975. They’re known for its personal shopping advice and high-quality clothing at a fair price. And that’s not all; JBC invests in sustainable fashion with respect for nature and people.

Thanks to more than 40 years of experience, e-shops and more than 145 stores all over Belgium, Luxembourg and Germany, you can certainly call JBC an established name in (Belgian) fashion.