Bai has been seeing incredible growth online and has “invested “disproportionately” in e-commerce.” — Bai owes much of the success of this investment to marketing automation and a focus on retargeting.
According to the article, Bai’s approach included “…a customer review [that] was served to shoppers who were unaware or unfamiliar with Bai products; customers who had explored Bai products or placed one in their cart, but never made a purchase, were served with a coupon; and customers who had purchased a Bai product in the past were given the option to subscribe to that product to receive it on a monthly basis.”
This is the exact method of approach we’re wanting to see from larger retailers as they plunge into modern eCommerce. Social proof, retargeting, subscription services and a story to be told around the brand. If not for the massive supply chain and presence on most box retailers shelves, you might think Bai was out in the Valley just getting started.
For PNG and on-the-shelf brands, this approach to eCommerce isn’t too common yet but Bai is learning from the pure-play eCommerce scene and running into the future with some delicious flavored water.