DripDrop
Leveling up in DTC. DripDrop is a rapidly growing CPG brand that came to Bukwild to help bring their direct-to-consumer experience from JV to varsity level.
Ambition
As DripDrop’s brand builds momentum growing its online and brick-and-mortar presence, their category is becoming increasingly competitive. Meanwhile, the pandemic accelerated e-commerce growth, which meant succeeding in DTC was essential. Their existing Shopify theme didn’t allow the team to tell users everything they needed to know about the product or layer in the type of brand storytelling that is critical to making a lasting impression.
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Strategy
While DripDrop’s digital team already had an effective acquisition strategy in place to drive people to the site and purchase for the first time, we set out to deliberately clarify information and simplify decisions based on the different use cases throughout the site. We agreed that as more competitors moved in, building repeat purchases and loyalty would be the key to the long-term success of the brand.
Cycle One
Clarify and simplify the user journey.
01
Focus
Clearly communicate DripDrop’s value and position as a packaged oral rehydration solution that helps people prevent and recover from dehydration, with a unique formula that improves the body’s ability to absorb liquids when it’s mixed with water. Demonstrate that DripDrop has science on their side – it’s been shown to be as effective as an IV when used in medical settings, and was originally created by a doctor as a more portable alternative to IV therapy for disaster relief and mission situations in hard-to-reach parts of the world.
Outcome:
Ease-of-use for first-time purchasers with clear messaging and product choices delivered by logically ranking the decisions they need to make.
Convenience for repeat purchasers in getting the right amount for their household by simplifying subscriptions and making it easy to understand the right size and product amount based on their needs.
Brand trust and confidence building by weaving a relatable amount of science and brand storytelling into the shopping experience.
Optimize DripDrop’s digital team by using a headless CMS that allows them to enjoy all the benefits of Shopify, while being able to create custom landing pages at will, and easily scale the website to match their growing product portfolio.
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