Become a sponsor of a teenager thanks to Jennyfer’s remote payment service
Launched in 1985, the French ready-to-wear brand Jennyfer targets teenage girls and aims to establish itself as the benchmark brand for 15-21 year old. Problem, this target is still very poorly equipped in means of payment or a credit card, hence the still low rate of online purchases.
To improve its conversion, the brand has just launched the PleazPay service, an innovative remote payment method. From her smartphone, the teenager consults the jennyfer.com website to choose the clothes she wants to buy. Once her shopping cart is full, she can choose between two payment options: pay or have someone else pay.
Clicking on it will send her shopping cart to the person of her choice via email, SMS, Facebook Messenger or WhatsApp. Friend, parent or grandparent,… it’s up to her to choose the recipient carefully to make sure that he or she will pay the bill for her. Indeed, once the request is received, this person will be able to remove items, change sizes, change the delivery address and, if he or she agrees, finalize the purchase.
Since its takeover in 2018 by a group of investors, the French brand has begun to change. The objective for its managers is to make it “the digital platform for young French women” by developing a strong and active media brand on social networks. How will this be achieved? By communicating with a young clientele hooked on their smartphone 24 hours a day. Instagram and TikTok are widely promoted while collaborations with influential teenage idols are multiplying.
However, talking and communicating does not necessarily mean buying. Currently, conversion rates are around 2% on the web versus 25% in stores. It is likely that thanks to PleazPay, these rates are increasing rapidly. Indeed, the service provides an effective response to this observation: “When their parents are not with them, customers do not convert.”
It is the interaction between the Web and physical points of sale that is key. As Sébastien Bismuth, Jennyfer’s President, points out: “They say that retail is dead, but it’s not true, welcome to the era of ‘neo retail’. The 10-14 year olds prefer online shops, they don’t have a credit card and consider physical shopping as a leisure activity and an outing with friends.”
A change in the role of the point of sale that can already be observed within the Orsay brand in Germany. Like Jennyfer, the Düsseldorf store, for example, has a styling room and is positioned in the entry-level/mid-market segment. Customers can book it free of charge and arrange a fitting session with friends. And it works! With a basket four to five times larger than the average, the concept is profitable.