Helping JOG build a true omnichannel experience for Jeans Centre

Inflation, reduced purchasing power, and the dominance of international platforms like Zalando and Amazon mean that retail has never been tougher. For Jeans Centre, part of the JOG Group alongside brands Garcia and Chasin’, staying competitive meant finding ways to deliver a seamless, customer-first experience, all while keeping operations lean.

When Jeans Centre approached rb2 in late 2022, their eCommerce platform had recently been rebuilt on Commercetools by another agency. It was a promising start, but not yet ready to support the brand’s ambitions. Our first step was to get under the hood of the platform, make it stable, and give Jeans Centre the confidence that it could support real growth. 

What began as a simple takeover quickly became a partnership that is well cemented a few years later.

Building an improved omni-channel experience

From the start, Jeans Centre was clear that they didn’t just want a better webshop, they wanted a retail experience where online and offline felt integrated. That vision meant looking at the entire customer journey and making sure every touchpoint appeared connected.

“We didn’t just want to improve a webshop; we wanted to create a brand experience that felt the same everywhere, whether customers were online or in-store.”

Mark Vliegenthart, Head of e-commerce and marketplaces at JOG

One of the first big steps was rethinking returns. Together, we built a new return portal that allowed customers to register returns online and drop them off in-store. For shoppers, this made the process quick and convenient. For Jeans Centre, it cut down on back-end hassle and created more chances to re-engage customers when they came through the door. Win-win.

At the same time, we introduced tools that helped customers find the right fit the first time around. By guiding shoppers toward the right size based on their details and preferences, Jeans Centre reduced returns while giving customers more confidence in their purchase. Stock visibility was also improved, making it possible for customers to check availability in local stores, which was a small change that had a huge impact on transparency and consumer trust.

All of this added up to a truly omni-channel experience. Returns, loyalty, personalization, and inventory weren’t treated as separate processes, but as connected touchpoints in a single customer journey. That matters in fashion retail, where shoppers expect to be able to start a purchase online, finish it in-store, and move between channels without friction. 

By tying these touchpoints together, Jeans Centre strengthened loyalty, streamlined its own operations, and set itself apart from competitors still running siloed systems.

“From day one, Jeans Centre wanted online and offline to feel connected. That omni-channel vision has guided everything we’ve built together.”

Ruben Langeweg, Solution Architect at rb2

Results that matter

The impact is clear: Jeans Centre now has smoother day-to-day operations, more transparency for customers, and a solid foundation for future growth. Returns are easier to manage for both customers and staff, and the brand has more opportunities to re-engage shoppers through connected journeys. This combination of operational efficiency and customer focus sets the brand apart in a highly competitive fashion market.

“We’re seeing fewer disruptions in our daily operations, and the customer journey has noticeably improved. Conversion is now higher than a few years ago, and customers are returning more frequently. With our 50th anniversary approaching, this is the perfect foundation to build on.”

Mark Vliegenthart, Head of e-commerce and marketplaces

For JOG, the goal was to have a platform that Jeans Centre can evolve with market shifts while staying true to what makes the brand stand out. And that’s exactly what they have now.

“Jeans Centre saw us not just as developers, but as trusted advisors. We brought the experience they needed, and they relied on us to guide them. That mutual trust made all the difference.”

Tim Jeths, Business Consultant at rb2

Looking ahead

Even with all that success, the ongoing work hasn’t stopped. Recent updates include a refreshed store locator and renewed store pages, while work is underway on a redesigned checkout and an improved jeans guide. On the roadmap are further enhancements to the ‘My Account’ area, making it more personal, enabling item exchanges, and even showing in-store purchases alongside online orders. Sister company, Garcia, meanwhile, continues to expand across Europe with localized stores and a B2B offering. So there’s still a huge amount that both rb2 and the parent company, JOG, can work together on.

Fashion retail is moving fast, and standing still isn’t an option. By working side by side, Jeans Centre and rb2 are proving that with the right technology, the right mindset, and the right partnerships, retailers can adapt, grow, and thrive.

If you’re curious how rb2 can help connect your online and offline retail, reduce friction, and strengthen customer loyalty, let’s talk.

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