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JOANN captures incremental in-store revenue from their app users with Cordial and Radar

How a leading arts, crafts, and fabric retailer seamlessly utilized Cordial’s integration with Radar to uplevel their in-store purchase strategy.

13.3M

Geo-located messages delivered

63%

User opt-in rate for location sharing

53%

App users made a same day purchase

Company

Founded in 1943, JOANN is the nation’s category leader in sewing and fabrics with one of the largest arts and crafts offerings.

JOANN
Industry
Key Channels Used
Email Mobile App
The Challenge:

JOANN is the leading arts, crafts, and fabric retailer nationwide, with over 850 brick-and-mortar stores across 49 states alongside a thriving ecommerce business. JOANN had two primary objectives integrating Radar and Cordial: drive more in-store revenue and enhance convenience for their customers via the JOANN app. With massive showrooms stocking large inventories, efficiently guiding their 15 million+ app users to their desired products in real-time was critical for revenue growth.

JOANN was experiencing delayed sends and a lack of support from Responsys. With billions of marketing messages deployed across email, SMS, and push, these delays would prove to be a major issue. Facing high costs, multiple bugs and errors, and disjointed technology integrations, the JOANN marketing team needed to find different technology partners for their cross-channel engagement strategy. To deliver impactful campaigns, these new providers would need to quickly access data, enable personalization at scale, and prioritize revenue-driven experiences.

The Solution:

JOANN chose Cordial and Radar to seamlessly connect the consumer experience across physical and digital touchpoints. The goal of this integration was to improve the in-store shopping experience by providing convenient functionality upon entering the store.

"JOANN's business has experienced a significant benefit from utilizing geo data in our digital marketing campaigns. Our team has seen a major increase in open rate with geo-triggered app push messages compared to our batch app push messages. Being able to get messages out to customers as they enter JOANN's geofence has allowed us to create a great opportunity to uplevel our strategy."

Cayla Szalkowski, Email Developer, CRM & Loyalty Strategy

53%

app users who received a geo-targeted message made a same day purchase

470%

increase in tap rate

Radar’s industry leading geofencing platform, paired with Cordial’s highly personalized, real-time messaging capabilities, prompts users to complete purchases when they’re detected in a JOANN store. These micro-moments where customers show intent are critical to JOANN’s goal of increasing revenue by bridging the gap between online and in-person shopping experiences.

Radar’s location events are sent in real-time to the Cordial platform via webhooks. With this data, the JOANN team:

  • Triggers location-based messages upon geofence entry or exit.
  • Incentivizes in-app purchases when items are unavailable on shelves.
  • Delivers targeted, contextually relevant in-app and mobile push offers.
  • Organizes customer data, automates dynamic cross-channel experiences (coupon generation, welcome offers, etc.), and maintains deliverability.

 

 

The Results:

Here’s what JOANN was able to achieve with Cordial and Radar:

  • In the past 90 days, JOANN saw a 138% increase in open rate with Radar and Cordial.
  • During a 20% off total purchase campaign test where push notifications were triggered by customers entering competing stores, JOANN saw a 10.81% open rate.
  • JOANN generated $271K in sales from the radar-powered in-store only coupon in 2023.
  • A location-triggered notification is tapped up to 14x more than a regular batch notification on a single day.
  • 53% of app users who received a geo-targeted message made a same day purchase.
  • JOANN saw a huge positive impact on open data in 2023. Now enabled with geo-powered capabilities, the result is a 470% increase in tap rate.

Integrating Radar location data into Cordial’s comprehensive, cross-channel messaging platform, JOANN optimized customer journeys, increased conversions, and created an elevated brand experience across both physical and digital retail touchpoints.