Going Omnichannel: Leveraging First-Party Data via QR Codes with Brij
QR codes are popping up everywhere. First, we saw them on menus. Now, they’re on our favorite products. With one touch, consumers can effectively launch a website, and brands can track data in a valuable way.
We caught up with Kait to learn more about how Brij is harnessing the power of first-party data and acting as a direct communication channel between brands and their customers.
Building a Direct Relationship with the Customer
Driven by the pandemic, 2020 was the year of QR code adoption. With one touch, QR codes apply a layer of intelligence to products and provide a better consumer experience with those products.
Thinking about how to connect omnichannel brands with their customers, the Brij team quickly realized that every brand is different. So, they created a platform that allows brands to authentically customize their own experience to the end user.
Using Brij’s platform, brands can add QR codes to packaging, product inserts, or the product itself. The platform connects to Shopify, automatically pulling product info, content, and images. Brands can create experiences at the SKU level, or they can choose from pre-optimized modules around reorder or product registration.
“Across the board, the biggest pain point for omnichannel brands is that they’re losing that direct relationship with their customers.”
The Power of Registration and Reorder
Brij’s ideal customer is an omnichannel CPG or durable goods brand.
On the CPG side, Brij powers email captures and product reordering. Their customers include brands such as Fire Cider, Cool Cat, and Skura Style.
And on the durable goods side, the key categories are appliances, consumer electronics, and apparel. One of Brij’s top customers is Canopy, the humidifier brand. They use Brij for warranty registration as well as subscription opt-in.
The two most popular use cases are registration and reordering. Kait uses the term “registration” broadly, referring to first-party data capture. That could be a warranty registration or an email opt-in for direct communication with the customer.
But, Brij’s value extends beyond registration and reorder. QR codes are also communication tools, if optimized right.
QR code best practices:
- Make sure the QR code is visible enough to the customer.
- Have a clear call to action.
The Brij team is always looking for big wins and inconsistencies across brands in their portfolio. For example, in the past couple months, they’ve noticed that product inserts get incredible engagement.
“We really see Brij as a communication channel between brands and customers."
Reaching High-value Customers
Each brand has their own Brij dashboard that’s connected to their Shopify. Brij automatically creates a customer profile for new Brij users. And, they tag both new and existing Brij users as “Brij” in Shopify. All that data flows into Klaviyo for email marketing purposes.
Plus, with a tool like Tydo and its cohort analysis capabilities, data can become even more actionable.
The Brij team tracks LTV via reorder rate, and the other metric they consistently track is engagement, which comes in the form of a QR code scan. The ability for a brand to get a customer’s contact information and have them opt in to communication is super valuable, especially for driving LTV.
Overall, Brij brings and keeps that customer into the brand’s ecosystem.
“With CPG, we see about a 30% scan to registration rate. That’s about 10 times your average email opt-in. On the durable goods side, there’s even stronger engagement with a 50-60% scan to registration rate.”
Prioritizing First-party Data
The data landscape is changing. Google is phasing out cookies. And because of iOS updates and browser restrictions, Facebook and Instagram retargeting isn’t as effective as it used to be.
Now, brands have to move into new channels like Amazon and brick and mortar. So, first-party data is more important than ever before.
For retail and marketplaces, it’s a black box in terms of first-party data. That’s where Brij comes in. They can help bridge that relationship between a brand and their customer to reacquire some of that first-party data.
First-party data becomes a brand’s ability to drive loyalty and ultimately repurchase rate.
“The challenge with moving into these channels is that you lose access to first-party data. Even though you’re more efficient at acquiring customers, you have zero information.”
The Future of QR Codes
Originally, consumers had to download an app on their phone to scan a QR code. Then, in 2017, Apple and Android removed the initial friction and made QR codes native to the phone.
The pandemic created forced consumer behavior adoption, such that in June, 90% of consumers scanned a QR code within the last month.
And now, there’s a movement in retail for QR codes to replace barcodes. Scanning a barcode requires hardware, and QR codes remove that extra step. That’s where we’re heading, says Kait.
Additionally, QR codes are prevalent in Asia, specifically China, where around 80% of payments are made via QR codes. Kait says that’s just one example of what the future could look like.
One-touch world, here we come.
“People are just realizing the value of QR codes. Now, we have the consumer awareness and adoption, and it makes total sense.”
- What to pledge
- How to improve
- Which tools will set you up for success
I think the most important thing brands can do in 2023 is to better manage their customer data—both ethically and effectively. There’s an opportunity for brands to know their customers better than ever before—a clear benefit for both the customer and the brand. When you manage your data correctly, you’ll create stronger and more personalized ads, creative, site experiences, and so much more.
This is a classic: Let the data guide you. Go where the buyers for your products are and communicate with them on a personal level (i.e. by persona and funnel position) and nurture those relationships (past, present, and future customers). It’s possible—all through data.
We recommend that Shopify brands analyze and update their websites using data-driven decisions. Using analytics tools such as heatmaps and scrollmaps can help brands better understand how customers are interacting with their store.
Store owners tend to make assumptions about the way customers interact with their website. Most never go back and analyze their design choices to find pain points or areas of opportunity. By using heatmaps and scrollmaps, they can see where real customers are clicking and concentrating their attention. Leveraging this data, brands can start to iterate on design and make their online store experience streamlined and intuitive.
Hotjar provides a simple way to implement heatmaps, scrollmaps, and recorded user sessions on your site, helping you acquire incredibly informative user data. Additionally, it gives you the ability to create on-site surveys, which allows you to obtain direct and often critical feedback from users about their experience.
Test various attribution models and analyze the impact on your business. At Fifty Six, we are always here to help our clients identify and optimize their approach—a critical step in any successful marketing strategy.
If I’ve said it once, I’ve said it a million times–Customer Lifetime Value. And even more importantly, Future Lifetime Value (FLTV). With the ever-growing importance of first-party data, it is crucial that brands take a good look at their CRM and FLTV metrics.
Stop allocating budgets to low-hanging fruit that doesn’t move the needle on conversion. Think about what’s really going to improve your CX and the return of undertaking different initiatives—not just on what’s top on your list of bugbears on the site!
One of the best ways to understand your customer behavior is by using HotJar. Their heat-mapping and screen recording tools shine a light on where customers are navigating to and from on your site, where they're rage clicking and experiencing frustration, and where conversion is dropping off within real life customer journeys and flows!
Understanding your customers’ pain points via data and analytics , will allow you to work with your CRO/CX Agency to solve customer frustrations and improve conversion.
Rewind backs up all product, customer, and order data for Shopify sites—essential since Shopify itself doesn’t provide this solution. It's saved so many of our clients time and money from administrative accidents.
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33% of customer service inquiries are pre-sale questions. What does this mean? If you’re not investing in customer service, you’re missing out on revenue-generating opportunities.
The benefits of elevating your customer experience:
- 10% to 25% increase in AOV for customers who engage with live chat pre-purchase
- 21x higher conversion rate for customers who reach out via Live Chat or SMS compared to other site visitors
- 87% of customers who have a great customer experience will make another purchase
- 72% of customers share positive experiences with 6 or more individuals
Gorgias is our favorite Helpdesk platform. They can reduce costs by 35%, primarily by decreasing the average ticket handle time. Their machine learning algorithms are trained on millions of ecommerce-related interactions across Gorgias’ customer base and provide accurate, automated replies for the most common ecommerce inquiries. This helps our agents resolve tickets faster, which provides the customer a seamless experience.
Trust your agency! Agencies do the same things across multiple brands and niches, so we see the trends and have the practice and experience!
Don't be afraid of data and insights. If customers aren't clicking on your emails, try a new CTA. If your ads are driving good metrics at a small spend, start scaling. If your customers are complaining about a product, look into QA! If the data tells you something isn't working, let it go and try something else!
I'm supposed to say Tydo, right? 😉
Double down on differentiation. There will be a lot of headwinds this year and standing out from the crowd will set you apart.
A picture is worth 1,000 words. A video? Probably millions. In ecommerce that value translates into engagement, acquisition, and retention—everything you need to impact your bottom line.
At soona, we've seen the we've seen the impact of creative and the continuous split testing of it yield results. Our resolution is to challenge ourselves and double down on innovation and creative optionality so that each brand we work with can distinguish themselves in a crowded sea of D2C ecomm. We'd love to see our brands share this resolution and keep pushing the creative limits.
Klaviyo. We're using it to power our email and newsletter at soona too!
Optimize your returns strategy! This can lead to valuable customer insights, enhanced user experiences, and increased revenue and customer loyalty.
Brands need to dive deeper into understanding their customers to set themselves up for success. Conduct research to gain insights into customer needs, preferences, and behaviors. By doing so, you can develop targeted strategies that will enhance customer experience and boost overall retention.
Right now I would say Gorgias. Having a good customer service tool is crucial to building strong customer relationships.
Start paying heavy attention to data, specifically around retention. We see a lot of effort put towards acquisition with the assumption that once someone buys, they are your customer forever. Instead, get to know your customer, understand their needs, and analyze their behaviors once they are on-site and judge their sentiment after they have visited. Work with a retention focused and data-driven agency to implement tools that contribute to repeat business and customer delight. It will pay dividends.
When surveyed, about 80% of ecommerce merchants think that they are delivering a great experience to their customers. However, when the same customers are surveyed, only 8% of those customers think that they are getting a great experience from the merchant. Now, more than ever, retaining loyal customers is an essential part of any online business and you should spend time with your customers to judge their experience with your website and products and offer improvements based on that feedback.
Tydo's report cards are an essential tool, along with Klaviyo for email and SMS, Recharge for subscriptions and memberships, Okendo for reviews and surveys, Rebuy for AI driven collections and upsells, Loop for self service returns... each tool is great on their own, but their strength as the ultimate tool comes from when they are used together!
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