How J.Jill is using survey data to tailor its offerings for its Gen-X customers

J.Jill, the Massachusetts-based fashion label targeting women aged 40 and above, has embarked on a mission to gain deeper insights into its customer base through data analysis. Building on its initial findings, the company has made several strategic moves, including revamping its marketing strategies, introducing new product lines, extending its size range, and rejuvenating the in-store shopping experience.

Despite a 2.9% drop in sales for the second quarter, as reported in its latest earnings statement released in August, J.Jill raised its 2023 earnings forecast (EBITDA) due to a substantial reduction in inventory and the promising results from its shift towards full-price selling.

Starting with its maiden survey in January 2022, which was distributed to tens of thousands of J.Jill customers via email, the company has continued to conduct quarterly surveys sent to the same email subscribers. In July, J.Jill also invested in refining its email marketing strategy, recognizing it as a crucial channel for influencing Gen-X customers, according to Laura Russell, director of strategy at performance marketing firm Adlucent.

The surveys are designed to gauge current and potential customers’ perceptions of the brand, identify similar brands they are familiar with, and pinpoint areas where J.Jill may or may not be meeting their needs. Although specific engagement and survey completion rates were not disclosed, the company noted that both figures have been impressive.

The initial survey results revealed a desire for more authentic communication, prompting J.Jill to eliminate marketing jargon from its advertising campaigns and social media content. Claire Spofford, CEO and president of J.Jill, remarked on the need to move away from superficial interactions and develop more meaningful relationships with customers, a sentiment echoed by survey respondents.

Furthermore, customers expressed a preference for understanding why J.Jill’s clothing suits their individual needs rather than being told it would boost their confidence. As a result, the brand shifted its marketing focus to emphasize inclusivity and authenticity.

In August 2022, J.Jill launched the “Welcome Everybody” campaign, aligned with its expansion of size offerings to include sizes ranging from 4XS to 2XL in-store and 4XS to 4XL. Concurrently, the brand introduced more inclusive language across its catalogs, store visuals, and social media platforms.

Claire Spofford stated, “Demonstrating the diversity in usage, occasions, individuals, and messaging across social media can resonate in numerous ways. We also collaborated with influencers and other social media figures to showcase how our customers can put together outfits that suit their lifestyles.” As part of the campaign, J.Jill partnered with digital creator and micro-influencer Rochelle Johnson of the blog Beauticurve to produce relatable styling content for her blog.

More recently, insights gleaned from J.Jill’s most recent quarterly pulse survey prompted the company to introduce new collections. In September, they launched a workwear collection named “Wearever Works” in response to data indicating that younger customers were seeking fresh ideas and products for their work wardrobes. Additionally, a 2022 survey led to the development of a more upscale sub-brand called “Pure Jill Elements.” Survey data revealed that customers were willing to pay more for a higher-quality assortment. Currently available in seven stores and online, this sub-brand is priced 20-30% higher than the core brand, with new capsules set to be released on a quarterly basis.

According to Spofford, both of the new collections have outperformed sales expectations. She emphasized that when the brand offers something unique and resonant to the customer, they are willing to pay full price with little price sensitivity. Pure Jill Elements styles range from $40 to $199, while the main J.Jill line tops out at $150.

The survey data has also empowered the brand to enhance its in-store experience. Based on survey feedback, customers expressed a desire for more personalized service in physical stores. As a result, associates now prioritize timely client communication via phone and offer in-store styling services.

With 245 stores across the United States, J.Jill is planning to expand its footprint in the coming year. This expansion will enable the brand to attract new customers seeking a personalized retail experience.

Claire Spofford remarked, “Our unique strength lies in the experience we provide to our customers. Many of our customers develop friendships with our sales associates or become associates themselves.” The average customer remains loyal to the brand for a decade, enjoying both discounts on their preferred products and part-time employment with flexibility. This has resulted in lower turnover rates compared to some other retailers.