How a Coffee Brand Turns Retail Shoppers into Direct Subscribers with Brij

About the Brand

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Having initially scaled through a DTC-first subscription model, this functional coffee brand is building a loyal base of consumers who incorporate superfoods into their daily routines. As demand grew, the brand began expanding into new channels, including its first national retail partnership with Target in December 2025, marking a major step toward omnichannel growth.

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The Challenge

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After years of success in direct-to-consumer subscriptions, the brand faced a new challenge: entering retail without losing visibility into the customer relationship.

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Launching into Target via endcaps and packaging significantly increased the brand’s reach, but also introduced new gaps in data, engagement, and attribution.

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Key challenges included:

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Retail Blindness

‍As a DTC-native brand, the brand was accustomed to deep customer insights. In retail, they had limited visibility into who was buying their products or how shoppers were engaging with the brand.

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Fragmented Tools

‍The team was looking for one platform with QR code management, rebates, sweepstakes, and data capture, but most solutions required managing multiple disconnected platforms.

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Retail-to-Subscription Conversion

‍One of the brand’s biggest growth levers is its subscription model. However, converting retail shoppers into subscribers required a seamless bridge between physical packaging and digital experiences.

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Speed to Market

‍With the Target launch approaching, the team needed a solution that could be implemented easily and deployed directly on packaging. 

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The Brij Solution

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The coffee brand partnered with Brij in May 2025, fast-tracking implementation so QR-powered experiences could be deployed ahead of its retail launch.

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Within roughly two months, the team launched connected packaging and customer engagement flows designed to turn retail purchases into measurable relationships.

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Unified Customer Engagement Platform

Brij replaced multiple disconnected tools with a single platform for:

• QR code generation and management
• Retail promotions
• Email capture and first-party data collection
• Commerce-enabled web experiences

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As the team described it: “The beauty of Brij is that everything’s in the system.”

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Retail-to-Subscription Conversion

Every retail package at Target includes a QR code powered by Brij.

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When scanned, shoppers enter a branded web app experience where they can:

• Sign up with email to receive 15% off
• Access exclusive offers
• Purchase directly through the Brij shopping module
• Transition into the brand’s subscription ecosystem 

This creates a seamless retail-to-DTC conversion path, turning anonymous store purchases into long-term customer relationships. 

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First-Party Data Capture

Through Brij-powered experiences, the brand captures valuable insights, including:

• Email signups
• Engagement rates
• Consumer behavior across retail touchpoints
• Conversion into direct orders and subscriptions
• How much consumers spend after they register through Brij

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For the first time, the team gained direct visibility into retail customer engagement.

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Seamless Data Integration

Brij integrates directly with Klaviyo, enabling this brand to automatically sync captured emails and engagement data into its marketing automation workflows.

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This ensures every retail interaction becomes actionable within their existing lifecycle marketing stack.

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The Results

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Since implementing Brij, the brand has unlocked measurable revenue and insights from retail engagement.

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Immediate ROI

• 215,000+ engagements 
• $52,000+ in Brij-attributed revenue 
• 1,000+ orders captured through Brij-powered experiences
• Full return on investment of Brij’s annual platform cost through direct orders alone
• Steadily increasing digital engagement every quarter since starting with Brij

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Beyond direct revenue, Brij also contributes to indirect conversions and subscription growth, expanding the long-term value of retail customers.

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Retail Customer Insights

Brij provided the brand with something they previously lacked in retail: direct consumer visibility.

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Through QR engagement and data capture, the team now has an added layer of insight into retail shopper behavior, helping inform future retail expansion strategies.

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Strong Engagement from Packaging

Connected packaging has become a powerful acquisition channel:

• High QR scan engagement from Target shoppers
• Rapid growth in email capture and first-party data
• Retail traffic converting into direct digital relationships
  
  

Omnichannel Attribution

The coffee brand also leverages Brij in connected TV campaigns, allowing viewers to scan and engage with branded experiences that drive measurable conversions.

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Together, these campaigns give the brand clearer attribution across channels, from advertising to retail to DTC.

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What’s Next

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As the brand continues expanding its retail footprint, Brij will remain a core part of its omnichannel growth strategy.

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Upcoming initiatives include:

• Additional retail growth
• Planning a Brij-run sweepstakes campaign
• Expanding connected packaging experiences across retail partners
• Using first-party data insights to guide retail expansion and marketing strategy

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By bridging the gap between physical retail and digital relationships, this coffee brand is turning store shelves into a scalable engine for customer acquisition, engagement, and subscription growth.