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Jo-Ann crafts digital strategy to drive Web, mobile growth

The company tapped Demandware to leverage its digital commerce platform. The company believes that this partnership will help it create a more seamless shopping experience for consumers.

“We needed a flexible digital commerce platform that would allow us to move quickly to meet the evolving needs of our customers across our web and mobile channels,” said Matt Susz, chief information officer of Jo-Ann Stores.

Jo-Ann Fabric and Craft Stores was founded in 1943 as a single retail store. Today, there are more than 800 Jo-Ann stores across the country that provide customers with fabrics and craft supplies.

Demandware enables retailers to grow their efforts across multiple channels.

Mobile partnership
The company is working to bolster its digital efforts and, ultimately, deliver an interactive shopping experience across its multiple channels.

As part of the partnership, Jo-Ann Stores will leverage pre-built integrations to third-party technologies available through the Demandware LINK Technology Marketplace.

A partnership such as this is a smart move for Jo-Ann Stores. Having a digital presence across a variety of channels is key for retailers because it lets them connect with consumers in many different ways.

Furthermore, ramping up its mobile efforts is smart and Jo-Ann, like many other retailers, is looking at new ways to entice consumers both in-store and through its mobile and Web offerings.

Mobile evolution
Jo-Ann Stores is no stranger to mobile.

Last year, the company extended its mobile strategy with an iPad application intended to inspire crafters and drive product sales (see story).

In November, Jo-Ann Stores introduced a mobile-optimized Web site to enhance the shopping experience for on-the-go and in-store mobile users during the holiday season.

Any visitor to the Web site from a smartphone was automatically redirected to the mobile-friendly site. The mobile site complements the retail chain’s existing apps for the iPhone, iPad and Android devices (see story).

“Demandware’s cloud-based platform will allow us to deliver innovative brand experiences to inspire and spark our customers’ creativity wherever they choose to shop with us,” Mr. Susz said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York