Globalizing Your Brand: International Routing with Brij

Expanding your brand globally introduces complex challenges: How do you collect customer data while remaining compliant with regional privacy laws? How do you provide localized content without managing dozens of different QR codes across hundreds of SKUs? For brands selling through wholesale channels oroperating across multiple countries, these challenges multiple quickly.

International routing capabilities have become essential for brands navigating gloabl expansion. By enabling a single touchpoint -- like a QR code or dynamic link -- to deliver regionally customized experiences, brands can maintain compliance, collect first-party data, and provide personalized content wherever their products are sold.

‍

‍Seamlessly Expand to New Markets with Brij International Routing

When entering international markets, transparency and data compliance are critical. For instance, products with components like lithium-ion batteries or intricate materials may require detailed disclosures. Moreover, adhering to privacy laws such as GDPR in Europe is non-negotiable. Imagine targeting Europe, with its diverse landscape of 50 countries and 24 official languages. This could seem overwhelming.

Brij’s International Routing simplifies this complexity. With a single QR code on your product, our platform detects the customer's location via their IP address and directs them to the relevant localized experience. This ensures they receive information in their native language and in compliance with local regulations.

Take Feastables, for example. They recently executed a successful campaign with distinct experiences for the US, UK, Iceland, New Zealand, and Australia, all seamlessly managed through Brij. As you scale globally, Brij becomes an indispensable partner for maintaining compliance and delivering exceptional, localized experiences.

‍

Customize Your Global Presence with Brij

Brij offers the flexibility to customize region-specific experiences as much as you’d like. If you want to provide your customers with language-specific or country-specific Brij experiences based on their preference or geolocation, there are two potential options to consider: dynamic link routing based on country or region, and single experiences with language translation enabled. Let’s dig into each.

‍

Using Dynamic Links for International Routing

The Dynamic Link is a Brij experience type that enables brands to generate links/QR codes and change their destination or experience type at any time. By using a Dynamic Link experience, your brand can set up automatic link routing by geolocation (country), ultimately offering a highly customized, unique, and compliant experience for each country in which you serve customers.

By using Dynamic Link experiences, your brand can: 

• Offer Different Modules in Each Country's Experience: For instance, collecting emails and phone numbers from consumers in the US while only collecting emails from customers in Germany to meet GDPR compliance regulations.
• Exercise Full Control Over Language Translation: For example, if you're not satisfied with how Google Translate handles brand story copy in an "About Us" module, you can write your own German-language version and add it to the experience served only in German markets.

For step-by-step instructions on how set up International Routing with the Dynamic Link experience type, check out this Knowledge Center article.

Using Standard Experiences with Automatic Language Translation

If your brand doesn’t need to offer highly customized experiences for each country, we recommend creating a single experience and enabling browser-based language translation. This method automatically translates content based on the user's browser settings, providing a straightforward, consistent experience.

Brij’s automatic language translation feature will translate in-experience text based on the browser language preferences of each customer. Thought this option provides less flexibility in offering unique designs or flows to customers in different countries, it does simplify experience management and prevent the need to create and update multiple experiences for each product or campaign, for each country.

‍

International Routing in Action: Success Stories

Deciding between dynamic links and a single translated experience depends on your brand's specific needs. Opt for dynamic links if you require tailored experiences and meticulous control over content for different regions. If a simpler, less customized approach suits your strategy, the single experience with automatic translation is your go-to.

Let's explore how leading brands are leveraging international routing to solve real business challenges.

‍

Black Diamond's Seamless International Product Registration Rollout

Black Diamond, the renowned outdoor equipment brand founded in 1989, faced a challenge familiar to many manufacturers: the majority of their products sell through wholesale channels, leaving them disconnected from their end customers. For a brand selling highly technical climbing gear, skis, and safety equipment—products where proper setup and education are literally life-or-death matters—this gap was critical.

Black Diamond's Challenge

When the Black Diamond marketing team began working with Brij, they were seeking a solution that would help them connect with customers who purchased through third-party retailers, provide essential product education and setup instructions for 6,000+ SKUs, and facilitate product registration and warranty claims management -- all while remaining compliant in international markets.

At the time, they did not have a scalable solution that managed separate systems for different regions while ensuring consistent customer experiences.

How Black Diamond Implemented International Routing

By implementing Brij's international routing capabilities, Black Diamond created a unified solution using the same QR codes and short links across all their product inserts. The platform automatically routes customers to location-specific experiences based on their IP address, enabling Black Diamond to:

• Customize data collection by region: EU customers see GDPR-compliant forms collecting only essential information, while US customers provide additional data points based on local regulations.
• Deliver localized content: Product specifications, setup guides, and educational materials automatically appear in the customer's preferred language.
• Streamline warranty registration: By capturing email addresses first in the registration flow, Black Diamond can follow up with customers who don't complete the process. Integration with Cordial allows them to manage personalized marketing flows based on which Brij experiences customers engaged with.
• Eliminate duplicative work: Rather than creating separate QR codes and managing multiple systems for different countries, one set of codes serves all markets.

The impact was substantial. By driving product registration for their wholesale business—which represents the majority of their revenue—Black Diamond unlocked the potential to drive millions of dollars in incremental value while ensuring their customers have the critical safety information they need, regardless of where they purchased their gear.

‍

Gozney's Rapid International Expansion with Scalable Compliance

When premium outdoor oven manufacturer Gozney needed to expand their customer engagement internationally, they faced tight timelines and complex compliance requirements across multiple markets.

Gozney's Challenge

The Gozney team needed to launch warranty registration customer experiences in 6 international markets rapidly. These experiences needed to not only capture critical offline customer data from retail purchases, but also share educational content with customers who bought through wholesale channels, all while remaining compliant with regional regulations. Additionally, the Gozney team needed to ensure that all data captured was routed to the appropriate Klaviyo ESP instance for each country.

Traditional approaches would have required separate implementations for each market, consuming weeks or months of development time.

How Gozney Implemented International Routing

Using Brij's international routing capabilities, Gozney went from concept to live experiences in less than one month. QR codes on product packaging automatically directed customers to country-specific landing pages, each customized for local compliance requirements and language preferences.

The platform's ability to duplicate and customize experiences across countries transformed what could have been days of work into minor adjustments completed within an hour. Each country received a tailored experience while data flowed seamlessly into the correct Klaviyo instance for localized marketing follow-up.

With international routing, Gozney customers now have easy access to warranty registration and usage guides in their native language, delivered through a single QR code that works everywhere their products are sold.

‍

The Strategic Value of International Routing

These examples illustrate how international routing delivers measurable business value beyond simple translation:

• Unified Global Operations: Manage international campaigns through a single platform rather than juggling multiple tools and regional systems.
• Accelerated Market Entry: Launch in new countries in days or weeks, not months. Duplicate existing experiences and adjust for local requirements with minimal effort.
• Seamless Compliance: Automatically adapt data collection, privacy disclosures, and content to meet regional regulations like GDPR without manual intervention for each market.
• Enhanced Customer Experience: Deliver content in the customer's preferred language while collecting the right information for their location, creating trust and engagement regardless of purchase channel.
• First-Party Data Capture at Scale: Connect with customers who purchase through wholesale channels, capturing valuable data that would otherwise be lost while respecting regional privacy requirements.
• Reduced Operational Complexity: Eliminate the need for region-specific QR codes, SKUs, and packaging, streamlining both production and inventory management.

‍

Looking Forward: International Routing as a Competitive Advantage

As brands expand globally, the ability to deliver localized, compliant experiences through a unified system becomes a competitive differentiator. International routing transforms what was once a significant barrier—managing multiple regional implementations—into a streamlined advantage.

Whether you're a heritage outdoor brand connecting with wholesale customers worldwide, or a premium appliance manufacturer rapidly entering new markets, international routing capabilities enable you to scale globally while maintaining the personalized touch that builds brand loyalty.

The question isn't whether to expand internationally, but whether you have the infrastructure to do it efficiently. With international routing, brands can focus on growth and customer experience rather than wrestling with technical complexity and compliance concerns.

Ready to take your brand global? The technology to make it seamless is already here.

Click here to book a Brij demo with our team of expert omnichannel strategists.