Omnichannel eye-fashion label John Jacobs is known for being easy on the eyes and the pocket while adhering to the highest quality standards.
Since its inception, the brand has disrupted the eyewear category with a steep rise in revenue and market share during FY2020.
Leaving major competitors in the rearview, John Jacobs plans to expand its omnichannel presence in India and globally. The key player in this strategy has an ambitious offline retail expansion plan for FY 2021.
John Jacobs started as a #NoPretence digital-first eyewear brand. Its engaging approach and eye for style gave it an edge in the e-commerce space, with online revenue carving out the lion’s share. In 2019, fast becoming the future of eye-fashion, the brand began to chart out an exciting retail strategy for bringing their premium online experience to brick-and-mortar stores.
However, the pandemic soon hit, and John Jacobs speedily pivoted to focus on its already established e-commerce presence. Despite lockdown setbacks, the existing John Jacobs flagship stores have managed to bring in a startling 10-15 percent of the brand’s annual revenue, ushering a need for the revival of their retail visibility post-pandemic.
24 John Jacobs stores are currently open at locations in Mumbai, Delhi, Bangalore, Pune, Lucknow, and Hyderabad. Since the easing of lockdown protocols, John Jacobs is about to unveil 29 new stores in major metropolitans. Aiming to cover additional Tier l and ll cities like Chennai, Kolkata, Ahmedabad, and Chandigarh, the brand seeks to build a solid retail presence pan-India with 50 stores by the end of this financial year.
Nadeem Ahmed, Head Of Retail Expansion, John Jacobs said, “We’re targeting landmark locations that provide the best opportunities for brand awareness and recall. Our aim is to craft a wholesome and premium offline experience for our customers. Every little detail matters. The fragrance you smell when you enter the store to the lighting and atmosphere. Walking into a John Jacobs store is like stepping into a spectacular view, where you can browse your favorite eyewear in a fuss-free manner.”
The conduct of the store staff at John Jacobs store is exemplary and conducive to an optimum Omnichannel experience. They are courteous when attending to inquiries of customers, but they balance their attentiveness with space for the customer to browse and try-on eyewear they may have loved online. This no-pressure, hands-off experience makes it easy for online shoppers to get a similarly comfortable experience offline.
Apeksha Gupta, CEO and Creative Director, John Jacobs said, “Omnichannel is the future. We want customers to be able to engage with the brand on their own terms and make the offline experience as rewarding and exciting as the online. This includes exclusive events, an upcoming loyalty program for the #JJFam, and exciting store-only perks that assist customers in making ideal purchase decisions.”
That’s not all! A broader part of their omnichannel strategy is establishing a wide international presence. Already underway online, John Jacobs is speedily expanding horizons in Singapore, the USA, and the Middle East.