Background: Okaïdi-Obaïbi, a French children’s clothing brand, caters to kids aged 0 to 14 with a focus on creative, respectful, and environmentally conscious fashion. The brand aims to allow children to express their individuality while ensuring that parents are comfortable with the quality and sustainability of the clothing.
Challenge: Okaïdi-Obaïbi faced a significant challenge with high cart abandonment rates on their digital shopping platform. Preliminary data suggested a behavioral trend where items were frequently added to online shopping carts but not purchased.
Solution: To address this issue, Icetulip undertook a comprehensive approach involving digital and social media campaigns along with a critical investigation into customer behavior. Through detailed questionnaires, interviews with buyers, and online surveys targeted specifically at mothers—the brand’s primary purchasing demographic—Icetulip identified that many customers used the online cart as a “wish list” to save items for later viewing during physical store visits rather than for immediate online purchases.
Based on these insights, Icetulip implemented a dual strategy: enhancing the online user experience and integrating online-to-offline (O2O) strategies. This involved creating visuals and campaign messages that were adapted for Arabic-speaking audiences, emphasizing the tactile quality and comfort of the clothing to encourage immediate online purchases. Additionally, strategies to bridge the online and physical store experience were introduced, such as “reserve in store” options and in-store availability checks from online product pages.
Results: The strategic interventions led to a measurable decrease in cart abandonment rates and an increase in both online and in-store purchases. By aligning the digital campaign with actual consumer behavior and expectations, Okaïdi-Obaïbi enhanced customer satisfaction and improved sales metrics across both channels.