How Caraway Used Brij to Drive a 33% Product Registration Rate

Caraway is a leading kitchenware brand known for its non-toxic, non-stick cookware that combines style and performance. With a mission to make cooking enjoyable and safe, Caraway has built a loyal following by offering premium-quality products and an exceptional customer experience. While their direct-to-consumer channel has thrived, Caraway wanted to better engage customers purchasing through Amazon and retail channels to expand their reach and capture valuable insights.

Caraway sought a solution to address several challenges as they expanded their presence across multiple sales channels:

Tracking Purchase Origins‍

With products available on Amazon, through retail partners, and DTC, Caraway needed a better way to identify where customers were purchasing their products.

Driving Reviews‍

Caraway wanted to increase the volume of reviews on Amazon to build trust and credibility on the platform.

Enhancing Warranty Support‍

While Caraway partnered with Corso to manage warranty claims for Shopify customers, they needed a way to extend warranty support to customers purchasing through other channels.

Capturing First-Party Data‍

Caraway’s growth team was eager to collect customer emails and test different flows to optimize data capture and engagement.

Caraway partnered with Brij to create a seamless product and warranty registration experience tailored to meet their goals. Here’s how Brij helped:

Digital Product Hub‍

Brij built a digital hub that customers accessed by scanning a QR code on an insert included with their cookware. The hub offered a streamlined experience where customers could:

• Activate Product Registration: Customers were prompted to select where they purchased their product—DTC, Amazon, or a retailer. This step allowed Caraway to track purchase origins.
• Access Warranty Registration: After completing product registration, customers could activate their warranty with Corso, regardless of their purchase channel. Brij extended Corso’s capabilities to non-Shopify customers, ensuring a consistent experience across platforms.

‍Amazon Review Flow‍

For customers who selected Amazon as their purchase source, Brij created a flow that:

• Captured the customer’s email, name, and phone number.
• Prompted them to leave a review on Amazon. While optional, the design encouraged participation by guiding customers to the product page for their specific purchase.‍

‍Additional Content and Upsells‍

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• Care and Cleaning Tips: Helping customers maintain their cookware and build trust in the brand.
• Upsell Opportunities: Encouraging additional purchases directly from the experience.

A/B Testing for Optimization‍

The Brij platform enabled Caraway to easily test different flows and identify which experiences led to higher registration rates and data capture. This flexibility allowed the growth team to refine their strategies based on real-time insights.

In just the first month of using Brij, Caraway achieved impressive outcomes:

• A 33% scan-to-registration rate, reflecting the ease of the Brij-powered experience.
• Over $5,000 in incremental revenue driven by upsells and engagement within the Brij experience.‍
• 25% of Brij users visited Caraway’s website after engaging with the digital hub, increasing traffic and brand touchpoints.

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

• Scaling Review Strategies: Expanding the Amazon review flow to capture even more reviews and build credibility across other retail platforms.
• Optimizing Flows with A/B Testing: Continuing to test and refine registration flows to maximize data capture and engagement.
• Expanding Warranty Support: Further integrating Brij’s platform with Corso to create a seamless warranty experience for all customers, regardless of their purchase source.

By combining product registration, data capture, and upsell opportunities into a single platform, Brij has helped Caraway unlock new insights, drive revenue, and enhance customer engagement across all channels.