How Lalo Drove $40K in Attributed Revenue and a 61% Registration Rate with Brij

About Lalo

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Lalo is a New York-based baby and toddler brand founded by two dads in 2018, focused on creating thoughtfully designed products for modern parents. Sold across DTC (meetlalo.com), Target, Amazon, and Babylist, Lalo has built a strong omnichannel presence.

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With a mission to provide value beyond the product itself, Lalo invests heavily in education, usability, and customer experience, helping parents navigate early childhood with confidence.

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The Challenge

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As Lalo expanded into retail and marketplaces, the team encountered a critical limitation: customer data fragmentation.

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While their DTC channel provided clear visibility into customer behavior, the majority of purchases were happening through Target, Amazon, and Babylist – channels where Lalo had:

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• No access to customer identity or contact information
• No ability to build lifecycle marketing flows
• No insight into how products were being used post-purchase
• No direct path to drive repeat purchases or cross-sell

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This created a significant growth constraint. Despite strong retail performance, Lalo was unable to engage or retain most of its customers.

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The Brij Solution

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Lalo partnered with Brij to turn packaging into a scalable channel for capturing first-party data, enabling them to identify, understand, and engage customers no matter where they purchase, and build ongoing relationships that drive long-term growth.

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Dynamic Content Experiences

Lalo uses QR codes on product packaging and inserts to deliver high-value, product-specific experiences:

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• Setup Guides: Step-by-step instructions to help parents assemble and use products correctly
• Educational Content: Resources like “Starting Solids” guides tailored to product use cases
• Recipes & Cookbooks: Exclusive content offered on relevant products such as highchairs, bibs, and other feeding-related products. 

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These experiences provide customers with meaningful resources to increase satisfaction and retention. 

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Warranty Registration

Lalo leverages warranty registration as a high-intent conversion moment, capturing verified customers at the point of product activation.

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• Entry Point: QR codes on packaging
• Incentive: Product warranty activation
• Outcome: High-intent data capture tied to verified product ownership

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This allows Lalo to connect purchases to individual customers while building a foundation for lifecycle engagement.

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Discount-Driven Capture & Conversion

To turn initial purchases into repeat revenue, Lalo added a discount module across all Brij experiences, offering $10 off in exchange for an email sign-up. 

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 Rather than treating discounts as a standalone campaign, this approach turns every QR scan into a potential acquisition moment.

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This experience also allows Lalo to grow their owned audience as well as convert newly acquired retail customers into DTC buyers and drive additional purchases.

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Embedded Shopping Experiences

Brij enables Lalo to collapse the path from discovery to purchase by embedding commerce directly into the experience. Instead of sending customers to a separate storefront, they can act immediately within the flow.

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Lalo has many upsell options on their experiences, including: 

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• Add-ons for core products, such as “Need a cushion?” 
• “Explore accessories” modules
• “Shop best sellers” pathways

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This creates a seamless bridge from retail to DTC, allowing Lalo to capture incremental revenue without relying on traditional re-engagement channels.

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Omnichannel Distribution

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Lalo deploys Brij experiences across multiple touchpoints:

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• QR codes on retail packaging across Target, Amazon, and Babylist
• DTC packaging inserts
• Direct mail campaigns

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This ensures consistent engagement regardless of where the purchase occurs.

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The Results

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By turning packaging into a digital growth channel, Lalo has unlocked measurable impact:

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• $40K in Brij-attributed revenue
• 61% registration rate on key experiences
• Significant expansion of first-party customer database from non-DTC channels
• Increased ability to retarget, cross-sell, and drive repeat purchases

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Beyond revenue, Brij gives Lalo visibility into previously anonymous customers, enabling more informed marketing and product decisions.

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What’s Next

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Lalo recognizes there is still untapped potential in their Brij implementation and is actively exploring ways to:

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• Improve conversion rates across experiences
• Further personalize content and offers by product and customer segment
• Leverage new integrations like Yotpo (reviews) to enhance post-purchase engagement
• Expand lifecycle marketing through deeper Klaviyo integration

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As Lalo continues to optimize, Brij remains a core platform for turning omnichannel distribution into owned growth and measurable ROI.

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