How Biom Surpassed Industry Benchmarks to Accelerate DTC Growth from Retail

About Biom

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Biom is a leading consumer goods brand known for its viral, cult-favorite refillable dispenser and better-for-you wipes. They’re on a mission to clean up the wipes industry at large and deliver their promise of elevated essentials at accessible price points across cleaning wipes, baby wipes and an expanding line of personal care wipes. While their direct-to-consumer and retail channels have thrived, they wanted to efficiently manage multiple product launches, capture first-party data, and ensure legal compliance for their new disinfecting product lines.

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The Challenge

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Biom sought a solution to address several challenges as they expanded their product offerings and retail presence:

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Multiple Product Launch Management

Managing several product launches simultaneously required distinct digital experiences, and Biom needed a way to organize and deploy these efficiently without creating operational bottlenecks.

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Legal Compliance

With the introduction of disinfecting products, Biom faces strict EPA claims compliance. They needed a reliable way to present specific legal requirements and product information to consumers.

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Flexibility and QR Code Management

Biom needed the flexibility to update experiences dynamically without reprinting packaging or dealing with messy internal tracking of QR codes.

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Customer Data Collection

To fuel their growth, Biom required efficient ways to collect and segment customer data, especially for new product launches, to turn unknown retail shoppers into known customers.

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The Brij Solution

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Biom partnered with Brij to create dynamic, easily managed digital experiences that enhanced customer engagement across retail and online channels. By leveraging QR codes on product packaging, retail displays, and product inserts, Brij provided Biom with a scalable solution to connect with their audience and manage compliance seamlessly.

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Dynamic Digital Experiences

Brij enabled Biom to switch between different digital experiences without ever needing to reprint or change the physical QR codes on their packaging. This dynamic capability allowed Biom to keep their content fresh and relevant.

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"That's one of the dynamic capabilities of Brij is that you can switch to any one of those experiences without having to reprint or change a QR code."

- Biom Team Member 

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Amazon & TikTok Inserts

Biom extended their Brij-powered experiences in channels with strict rules by including QR codes on Amazon and TikTok inserts. Across both channels, inserts transform previously anonymous buyers into known customers with a direct brand relationship.

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Registration and Warranty Flows

Biom utilized Brij to create a seamless warranty registration experience. Customers simply scan the QR code, tap "activate warranty," and provide their name, email, and purchase location. In exchange, they receive a 20% discount on their next order and can view their lifetime warranty with a 100% satisfaction policy.

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Discount and Shopping Modules

Separate from the warranty flow, Biom offers a "Get 20% off" module. After providing their information, customers are mapped directly into a shopping experience with the discount applied, allowing them to check out seamlessly within the Brij experience.

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Klaviyo Integration

By integrating Brij with Klaviyo, Biom unlocked advanced segmentation capabilities, allowing them to effectively nurture the first-party data captured through their discount and warranty experiences.

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The Results

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Since launching with Brij in February 2024, Biom has achieved impressive results and demonstrated the strategic value of the platform:

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• A 32% email capture rate (well above the CPG industry benchmark). 
• 58% of their customer data has been net new (previously unknown customers).
• Successfully deployed dynamic digital experiences across multiple distribution methods, including retail end caps (e.g., TJ Maxx), product packaging, TikTok, and Amazon inserts.
• Enhanced customer education by providing value-add content like "how-to" videos directly within the Brij experience.

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What's Next

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Biom plans to build on the success of their Brij-powered experiences by:

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• Expanding Segmentation: Utilizing Klaviyo flows and segmentation for upcoming new product launches.
• Scaling Compliant Experiences: For their disinfecting products, Biom plans to leverage Brij to create dedicated, EPA-compliant experiences accessible via product-specific QR codes, ensuring all legal requirements are met effortlessly.
• Optimizing Current Flows: Continuing to clean up and refine their existing digital experiences to maximize engagement.

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By combining dynamic digital experiences, robust compliance support, and seamless data capture into a single platform, Brij has helped Biom unlock new insights, drive revenue, and enhance customer engagement across all channels.

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