Caraway Uses Brij to Drive a 52% Product Registration Rate
Table of Contents
About Caraway
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, as an omnichannel brand, Caraway wanted to extend warranty registrations to non-DTC customers and track where purchases were coming from.
The Challenge
Caraway sought a solution to address several challenges as they expanded their presence across multiple sales channels:
Tracking Purchase Origins
With products available on marketplaces, through retail partners, and DTC, Caraway needed a better way to identify where customers were purchasing their products.
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 information to better understand its omnichannel customer and optimize engagement.
The Brij Solution
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 or a specific retailer/marketplace. 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.
Additional Content
The digital hub also included care and cleaning tips to help customers maintain their cookware and build trust in the brand.
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.
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The Results
To date, Brij has achieved:
- A 52% average scan-to-registration rate, reflecting the ease of the Brij-powered experience
- 1M+ engagements on Brij experiences
- 133K+ registrations from previously unidentified customers
What's Next
Caraway plans to build on the success of their Brij-powered experiences by:
- 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 content into a single platform, Brij has helped Caraway unlock new insights, drive revenue, and enhance customer engagement across all channels.
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