Canopy’s Registration Rate Surges 60% Through Brij’s Platform

Canopy is a high-end humidifier brand that successfully carved out a niche in the humidifier space for in-home beauty and wellness. And it has quickly built an audience of raving fans. Canopy has sold over 100,000 units in three years. Additionally, they recently launched their latest innovation in self care: The Canopy Filtered Showerhead. This new product line includes an attached or handheld version of the showerhead.

The brand launched DTC first and went omnichannel very quickly. Canopy is now available in Violet Grey, Sephora, Anthropologie, Blue Mercury, and Nordstrom. It also sells through Jetty, and Canal, which allows it to partner with other brands that want to sell Canopy because it is complementary to their products.

A unique aspect of the Canopy humidifier is the interchangeable filter. It’s an integral part of the design that unburdens customers from cleaning out their humidifiers and maintaining distilled water supplies. The filter degrades and needs to be replaced every six weeks. Canopy has two types of filter replacements: a standard option for $15 and a filter plus aroma for $25. 

On the DTC page, filter purchase and subscription options are bundled in during checkout. However, in retail and partner marketplaces like Jetty, only a single filter is included in the humidifier packaging. 

Their loyalty program offers exclusive deals and early access to new products, enhancing customer retention. However, the traditional wholesale model posed a challenge, as it lacked customer data, making it difficult to build relationships and understand customer preferences. Canopy needed a solution to bridge this gap, ensuring they could maintain and grow their connection with customers even through retail channels.

“We believe retention comes with good product,” Canopy marketing and operations leader, Michael De Santis

With Brij, Canopy found a mission-critical link that improves the user experience. Brij QR code experiences act as a bridge between retail and Canopy’s digital presence in three different ways.

First, anyone that buys in retail is encouraged to register their product warranty immediately. That call-to-action has a QR code which links to a special warranty registration experience. This creates trust with the brand and is an email collection point for remarketing. To-date, Canopy has seen a 60% scan-to-registration rate!

The second and most critical touch point is a QR code inside the humidifier and in plain sight when changing the filter. This QR code is paired with a subscription renewal experience. “By baking the QR code into our product, we can facilitate education and subscription in a seamless way.” 

The final QR code is on the scent pucks. This QR code leads to an aroma subscribe-and-save experience. In all three cases, it’s not just about collecting emails and upselling. All of the experiences come with educational videos on how to use Canopy and how to replace filters and scent pucks. It is not just helpful for retail buyers, but also for online buyers who opt not to get extra filters. 

“We’re leveraging Brij’s platform to allow our customers to register their warranty and order filter subscriptions with a simple scan.” Canopy marketing and operations leader, Michael De Santis

The implementation of Brij’s solution yielded impressive results for Canopy. With an 85-90% subscription rate on their filters, Canopy successfully converted one-time purchasers into loyal subscribers. During peak periods during the winter, the company is getting over 4,000 scans per month and a 60% registration rate. Via the emails collected via Brij, Canopy is seeing an average incremental revenue of $18,000/month.

Canopy’s investment in Brij has returned 10x in the last 12 months. Right now, a majority of the business is DTC and the Canopy team expects this number to grow as they further expand into retail. Canopy's social media team has also leveraged Brij’s QR code implementation by offering giveaways and discounts to fans of major YouTube influencers. This strategy has helped expand their audience and engage with a broader demographic.

Looking ahead, Canopy is poised for significant growth with exciting retail launches on the horizon. In the next year, it plans to launch three new products and continue its expansion into retail. The brand plans to leverage Brij’s technology to further enhance their retail strategy, including exploring rebate opportunities and building stronger relationships with major retailers.

By continuing to capture and utilize customer data, Canopy aims to support in-store sales and drive traffic, ensuring a balanced and robust omnichannel presence. The future looks bright for Canopy as they continue to innovate and expand their footprint in the home wellness market.