How Babyletto Turned 23K+ Previously Unknown Shoppers into Owned Customer Growth

About Babyletto

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Babyletto is a modern baby and children’s furniture brand known for thoughtfully designed cribs, gliders, bedding, and nursery essentials. Part of Million Dollar Baby Co., Babyletto reaches families through both its direct-to-consumer business and major retail partners including Amazon, Target, and Wayfair.

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Babyletto has built a truly omnichannel business. But that distribution model also created a familiar challenge: when customers purchased through a retailer, Babyletto had limited visibility into who those customers were.

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The Challenge

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With a majority of  its business coming through retail partners, Babyletto needed a way to build direct customer relationships beyond its owned ecommerce channel. The team saw an opportunity to close the gap between retail purchases and its broader marketing ecosystem.

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Turning retail purchases into owned customer relationships

When customers purchased Babyletto products through Amazon, Target, Wayfair, and other retailers, Babyletto had limited visibility into who those customers were.

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Without access to checkout data, the brand needed another way to identify retail customers and bring them into its first-party data ecosystem, while creating a natural reason for customers to engage directly with Babyletto after purchase.

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Putting the data to work 

Knowing whether someone purchased through Babyletto.com or a retail partner would allow the team to distinguish between DTC and retail customers and create more relevant post-purchase journeys.

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By identifying validated purchasers across channels, the team could connect those customers to its lifecycle marketing ecosystem and build toward a more unified customer view, creating opportunities to personalize follow-up and, over time, improve paid media targeting and measurement.

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The Brij Solution

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Babyletto partnered with Brij to transform warranty registration into a scalable first-party data capture channel.

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QR codes placed inside product packaging and instruction manuals direct customers to a Brij-powered warranty registration experience. Instead of relying on ecommerce checkout data alone, Babyletto can connect directly with customers who purchased through Amazon, Target, Wayfair, and other retail channels.

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The experience captures key information including purchase date, purchase location, and purchase channel, helping Babyletto create a more complete picture of its customer base.

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Babyletto has also evolved the experience from a functional warranty touchpoint into a value-driven post-purchase journey. Its “Register and Save” messaging gives customers an additional reason to engage, offering post-registration discount offers .

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From there, Brij connects registration data with Klaviyo to power personalized lifecycle marketing. Babyletto can create different email journeys based on where a customer purchased, including welcome messaging and shopping opportunities for relevant accessories.

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The result is a connected retail-to-DTC flow:

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• QR codes turn physical packaging into a digital entry point
• Warranty registration captures validated first-party customer data
• Purchase-channel data distinguishes retail shoppers from DTC customers
• Brij-triggered Klaviyo flows personalize follow-up based on purchase source
• A post-registration discount offer gives customers a reason to return and shop directly with Babyletto

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Rather than allowing the customer relationship to end at the retailer, Babyletto can use Brij to extend it into its owned ecosystem.

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The Results

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The Brij warranty experience drives nearly 2,000 new registrations every month, giving Babyletto a consistent stream of validated customer information from across its omnichannel business.

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To date, the program has delivered:

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• 23K+ customer profiles created
• ~2,000 new registrations per month
• 94% submission rate

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More importantly, those profiles give Babyletto an owned connection to customers who may otherwise have remained anonymous because they purchased through a third-party retailer.

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By connecting registration data to its broader marketing stack, Babyletto can use Brij not simply as a warranty tool, but as an infrastructure layer between physical products, retail purchases, customer data, and lifecycle marketing.

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What’s Next

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Babyletto is now exploring how the first-party data it captures through Brij can improve paid media measurement and efficiency with Brij Signal.

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This deterministic purchase data provides advertising platforms with data traditional DTC attribution alone may not capture.

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The goal is to help Babyletto better attribute omnichannel purchases, identify existing customers, and reduce acquisition spend directed toward people who have already purchased.

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Combined with Babyletto’s existing Northbeam, Databricks, and Klaviyo stack, Signal represents the next step in turning retail customer data into actionable marketing intelligence.

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For Babyletto, the opportunity is about putting the data to work and driving growth across every channel.

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