Case Study: JOANN Fabric and Craft Stores boosts omnichannel sales with BORN Group

Joann Fabric and Craft Stores boosts sales 77% with BORN Group

Joann Fabric and Craft Stores, a leading fabric and craft specialty retailer, needed to refresh its omnichannel experience to better handle its extensive catalog of over 200,000 items. Their challenge was to update the platform from Demandware to Salesforce Commerce Cloud (SFCC), improve the user journey, and prominently integrate omnichannel purchasing options like buy online, pick up in-store (BOPIS) while maintaining ADA compliance. They partnered with BORN Group for this commerce enablement and customer experience project.

BORN Group conducted discovery sessions and user testing to inform a redesigned purchasing experience. The solution included an updated navigation, an enhanced mobile-optimized site, a custom fabric tool, and a renewed focus on the BOPIS journey. This strategic update by BORN was critically successful, enabling Joann to support a massive 77% spike in online sales during the COVID-19 pandemic by providing customers with a flexible and adaptable buying environment.

Joann Fabric and Craft Stores