How PackIt Unlocked SKU-Level Customer Intelligence Across National Retail with Brij

About PackIt

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PackIt is redefining everyday essentials with thoughtfully designed, freezable bags and lunch solutions that make food storage safer, simpler, and more sustainable. Built around patented cooling technology, PackIt’s products eliminate the need for separate ice packs, helping reduce waste while ensuring food stays fresh longer.

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The brand is driven by a strong commitment to sustainability, product quality, and making everyday life easier for families. From lunch boxes and totes to coolers and snack bags, PackIt serves a broad retail footprint, bringing innovative food-safe solutions to customers nationwide.

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The Challenge

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PackIt has been a Brij partner for over three years, using the platform to power retail-to-digital engagement directly from their product packaging.

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From the start, PackIt leveraged Brij’s forms and shopping module via a QR-code on product tags to:

• Capture email addresses
• Incentivize survey completion with a discount code for a future purchase
• Gather demographic and preference data such as:
  
  • Where customers discovered the product
  • What purchase attributes mattered most
  • Household composition and lifestyle indicators

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The incentive – 10% off –  was especially effective given PackIt’s premium positioning within mass retail environments like Walmart, Target, Dick’s Sporting Goods, and Office Depot. Customers were highly motivated to engage in exchange for a discount on their next purchase.

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The foundational data capture strategy was working. But over time, the opportunity evolved.

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PackIt wasn’t just interested in collecting first-party data – they wanted to extract deeper intelligence from it.

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Specifically:

• Who is the average buyer for each SKU?
• How do audiences differ across products?
• Do retail buyer profiles align with internal market assumptions?
• What insights could inform merchandising, messaging, and future product development?
  
  

The next phase wasn’t about more data. It was about turning structured retail capture into actionable consumer intelligence.

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The Brij Solution

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1. Retail Data Capture Engine

PackIt’s initial Brij implementation created a scalable retail acquisition system:

• QR code printed directly on product tags
• Primary CTA driving to a Brij-powered survey experience
• Incentivized survey + email capture
• Discount automatically delivered through the Brij Shopping Module
  
  

This connected offline buyers to digital identities while collecting structured, SKU-level insight across retailers.

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Every scan became:

• A verified retail customer
• A new owned email contact
• A structured profile tied to a specific product

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2. Moving from Capture to Intelligence

With several years of data collected through Brij, PackIt shifted focus to insight generation.

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Using Brij’s new AI Chat feature to easily extract survey data, in conjunction with a 3rd party tool for rich visualizations, PackIt was able to transform raw survey responses into clear audience profiles.

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They could now:

• Identify the average buyer by product
• Visualize demographic skews across SKUs
• Compare Brij-captured retail data against internal market research
• Validate (or challenge) assumptions about who their customers actually are
  
  

For the first time, retail product performance wasn’t just measured in sales, it was mapped to identifiable audience segments.

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Brij evolved from a capture tool into a retail intelligence layer powering PackIt’s broader growth strategy.

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The Results

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By turning retail QR scans into structured first-party data – and then activating that data through AI-powered analysis – PackIt transformed product tags into a continuous insight engine.

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What started as incentivized email capture evolved into SKU-level audience intelligence .

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1. Clear Buyer Profiles by Product

Using Brij-collected data, PackIt can now identify the “average buyer” for each major SKU, such as core lunch products that skew heavily female, or which SKUs are most popular with each age group. 

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This level of clarity allows PackIt to differentiate audience profiles across their assortment, rather than assuming one universal customer.

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2. Purchase Drivers Are Now Quantifiable

Across multiple freezable SKUs, Food Safety consistently emerged as the top purchase attribute, while certain products over-index on Quality as the primary decision factor.

This insight gives PackIt a clearer understanding of:

• Which messaging pillars resonate by product
• How to tailor retail copy, PDP language, and campaign creative
• Where to double down on safety vs. durability narratives

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3. Retail Discovery Insights by Channel

Discovery also data revealed meaningful variation by SKU:

• In-store circulars and retail placements drive significant awareness for several products (50%+ for some SKUs)
• Word-of-mouth plays a strong role for select items
• Magazine-driven discovery dominated for specific cooler products
  
  

Instead of treating retail as a black box, PackIt can now map: Product → Retail Environment → Buyer Profile → Purchase Motivation.

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4. From Assumptions to Validation

Perhaps most importantly, PackIt is now comparing Brij-captured retail customer data against internal market research and category assumptions.

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This allows the team to:

• Validate where intuition matches reality
• Identify unexpected audience skews
• Inform future product positioning and assortment decisions

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With Brij, retail engagement is no longer just about conversion. It’s about continuous learning,  powered by first-party data captured at the moment of purchase.

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What's Next

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Now that PackIt understands who is buying, the next evolution is understanding:

• Who they’re buying for (self vs. child vs. household member)
• Adding greater nuance to post-purchase forms
• Standardizing fields across SKUs for deeper cross-product comparison
  
  

With Brij, PackIt is evolving from basic data capture to structured, scalable retail intelligence, turning every product into a long-term growth touchpoint.

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