Direct to Consumer Case Study
Founded in 2010, Birchbox has redefined the way people shop for beauty and grooming products by pairing a monthly delivery of personalised samples with original content and a thriving e-commerce shop.
In 2013, Birchbox partnered with Rakuten Advertising and launched affiliate programmes in the UK and US. The brand sees the affiliate channel as a source of new customer acquisition to drive new subscriptions, product sales and brand loyalty.
As a direct-to-consumer (D2C) brand, Birchbox promotes and sells its product directly to its target consumers forgoing any third-party resellers. With the retail sector becoming ever more challenging, the D2C model offers a multitude of benefits to a brand. This includes increased margins, an authentic, direct relationship with customers and access to a wealth of valuable firstparty data which can be used to optimise campaigns.