Baby & nursery CPG
Béaba
A 35-year retail brand running its direct channel like a brochure, blind to its own customer.
- UX/UI Design
- Paid Media
- CRO
- Retention
- Return on investment
- 410% over 12 months
- First 3-month revenue increase
- 88%
- Increase in Target® store sales
- 23%
Every figure above is scoped to Béaba and measured against Béaba’s own baseline. The Ecommerce Gap is the distance between the demand a CPG or retail brand creates and the revenue it actually captures online: the sales you have already earned in the market that end up with marketplaces, resellers, and competitors instead of with you.
Retail × Direct Halo Modeling
Béaba is a 35-year-old French heritage brand sold in Target, BuyBuyBaby, and direct-to-consumer. The analysis surfaced that the direct channel was being run as a brochure site: no first-party data capture, no retention infrastructure, and no view into how direct-channel traffic was lifting in-store sales.
We rebuilt the direct storefront as a first-party data engine, ran paid into specific co-marketing windows with Target, and modeled the in-store halo. The retention infrastructure now feeds the entire portfolio.
All case studies“Béaba had three retail channels and almost no visibility into who our actual online customer was. Good Monster fixed that first.”
Your Ecommerce Gap has a number too.
Run the free Ecommerce Gap self-audit, the same first step Béaba took.