Jamie Mermelstein is the Digital Strategy Director at Red Antler, the NYC-based brand strategy agency that helped launch First Person. First Person is the first neuro-targeted supplement brand in the market that offers functional mushrooms designed to support brain health.
As an early adopter of Batch, Jamie sat down with our team to dive deep on:
Iterative strategy phases behind getting First Person ready to launch
Why she recommends Batch to clients launching new DTC brands
Tactical QR code use cases across physical retail and unboxing
“I remember when I first demoed Batch and scanned the QR code. It pushed me to a slick one-click checkout on Apple Pay — both seamless and insanely fast.”
Deploying Flexible Reorder Occasions
Most people take supplements daily - usually at the same time and place.
First Person, however, is reimagining consumers' relationships with supplements by positioning them as distinct experiences of their choosing. It targets and supports unique neurotransmitters separately, allowing users to enhance their wellbeing when and how they want.
Regarding product SKUs, First Person offers three precision-targeted options:
Sunbeam: For motivation and focus
Golden Hour: For connection and joy
Moonlight: For deep, restorative sleep
“A typical supplement has a very exact purchase cycle. With First Person, there’s more flexibility. Batch is a great fit because it offers flexible reorder occasions.”
Combining Batch and Subscription Models
Jamie and Red Antler have worked with enough DTC companies to understand their shared growing pains, namely fierce competition in a crowded market and rising customer acquisition costs with the shifts in digital marketing.
In Jamie's words, most brands can agree on one thing: consumers have higher and higher expectations for seamless and convenient digital experiences.
Adapting a subscription-based model is the tried-and-true way for DTC brands to deliver on convenience and tap into recurring revenue streams.
Jamie adds, "From the beginning of this project, we had long conversations with the First Person team about what it means to have a subscription in 2022. We asked, "Is there still room for subscriptions in DTC?"
Subscriptions are heavily endorsed and adapted by peers in First Person's category, but Jamie and the Red Antler team were keen to explore creative ways to think about reordering and repurchasing in addition to their subscription play. So, they turned to Batch.
“The long tail vision for First Person is driven by rapid experimentation across digital and physical channels. Using Batch, we can optimize both use cases.”
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Enter Batch: Three Distinct Use Cases
As First Person explored GTM growth channels, they were taken aback by how easily Batch Tags could be deployed across their products without impacting brand and packaging design.
It's hard to put something on the package of an existing brand and still feel just as high quality.
For example, customers may take longer to notice a new QR code on a vitamin bottle of Thorne or Centrum. But pre-launch brands have an opportunity to seamlessly design them into the packaging and incorporate reorders in the brand from the beginning.
In Jamie's words, "A QR code is just another way of accessing a consumer and it's another way to make sure you're not forgotten by them." The team also saw other benefits to Batch Tags:
A cost-effective direct line from marketing materials and physical products to sales
A separate sales channel that makes it easy for teams to attribute traffic and ROI
A convenient and comfortable customer experience as consumers have adapted QR-friendly routines after the pandemic
“At Red Antler, we try to create well-designed brand touchpoints, whether it’s your checkout page or a packaging insert. And Batch absolutely nailed its design.”
Unboxing as a Repurchase Opportunity
To keep First Person top of mind for consumers, the Red Antler team put a lot of work into developing a unique packaging experience they couldn't forget.
Everything from the playful Pantone-colored microbeadlets in the capsules to the eco-friendly tins that hold them was tailored to the brand. Also, tailored to the brand? The QR code on the bottom of the tin makes it easy for the customer to re-up their First Person supplements.
The Batch Tag lives under the First Person product tin itself and is designed to stay in your home forever. As a result, it made sense for the Red Antler team to integrate the QR code in a way that still feels authentic and branded.
“The hardest part about DTC right now is capturing and keeping new customers. Batch slots in perfectly to remind consumers how easy it is to reorder.”
Early Innings for QR Code Use Cases
QR codes are here to stay, and they won't just be magnets on doors or in the corner of niche packaged goods. They'll be deployed across spaces and categories - like on your next subway train, billboard, or retailer.
"Being able to scan something fast and purchase is a huge deal to folks today," adds Jamie.
More and more brands like First Person, across nearly every CPG vertical, will be using Batch Tags to grow their product pipeline, acquire new customers, and modernize their brands.
“The definition of a great brand at Red Antler is that every single brand touchpoint feels unified and augments the customer experience, including Batch Tags. That feeling of a unified brand identity is our northstar metric.”