How Brunt Workwear Converted 90% of Wholesale Purchasers Into Known Customers with Brij

BRUNT Workwear is redefining what it means to be a workwear brand with its exceptional line of durable, stylish, and comfortable work shoes and apparel. From its inception as a DTC powerhouse, BRUNT has grown into an 8-figure business by fostering direct relationships with its customers. Recently, BRUNT expanded its footprint (no pun intended) into the wholesale market, partnering with over 110 shoe retailers nationwide. Despite this new direction, BRUNT remains committed to maintaining a close connection with its customer base, leveraging innovative solutions to continue delivering unparalleled value and service.

Switching from a DTC model to selling through wholesalers is a big challenge for BRUNT. The team needs to keep the strong customer relationships that have made them successful. However, wholesale distribution traditionally offers limited visibility into customer behaviors and preferences. To replicate its DTC success, BRUNT needed a way to bridge this data gap in its wholesale operations, ensuring it could continue to engage with and understand its customers even after a retail purchase.

To meet this challenge, BRUNT Workwear partnered with Brij to implement an innovative data capture solution. This solution centers around the use of QR codes embedded in BRUNT's packaging, designed to facilitate seamless product registration for customers purchasing through retail channels.

When a customer buys a BRUNT product from a retail store, they are prompted to scan the QR code on the packaging or a product insert. This code directs them to a mobile experience where they can upload their purchase receipt and enter their email address. To encourage participation, BRUNT offers a free sticker pack, adding an element of excitement and incentive to the registration process.

BRUNT has used Brij to effectively turn these offline retail transactions into direct customer interactions. This system also ties directly into BRUNT’s CRM, automating the process of data capture and engagement. This integration enables BRUNT to monitor customer purchase locations, popular product trends, and overall customer behavior across both DTC and wholesale channels.

Since the launch of Brij’s product registration system, BRUNT Workwear has achieved remarkable milestones. With an email conversation rate exceeding 90%, nearly all customers who engage with the QR codes complete the registration process. This high engagement has led to over 125,000 interactions via the Brij platform. Additionally, the initiative has generated more than $10,000 in revenue tied to these Brij experiences. These figures underscore the success of BRUNT's strategy to maintain direct customer relationships within the wholesale market. The partnership with Brij has not only enhanced BRUNT’s ability to gather crucial customer data but has also strengthened its overall market position and engagement capabilities.

“There’s a lot of opportunity with the platform - to power registration, easily offer an incentive gift for doing so, and track place of purchase of our customers, all that can be automated into our CRM.”

-Ian, Senior Manager of Digital Experience, BRUNT Workwear

BRUNT Workwear’s foray into the wholesale market is poised to continue its upward trajectory. Armed with valuable insights from Brij’s data capture technology, BRUNT plans to fine-tune its product offerings and marketing efforts to better serve its expanding customer base. The ability to track purchasing patterns and customer preferences across retail channels provides BRUNT with a significant advantage in inventory management and promotional strategies. As the brand deepens its presence in the wholesale market, BRUNT is set to foster stronger customer relationships, drive higher engagement, and achieve sustained sales growth.