How BrüMate Used KnoCommerce Post-Purchase Surveys to Crack the Code on BFCM Success

When Hans Harris joined BrüMate two years ago, he was stepping into a brand that had already cemented its place in the DTC world. With over a decade of experience in digital marketing, Hans had spent the last five years immersed in the ecommerce space, becoming a master of customer acquisition through paid media. He was ready for a new challenge, and BrüMate—riding high from rapid growth during the pandemic—was the perfect fit.

Founded when drinkware was becoming more than just functional, BrüMate carved out its niche in an increasingly crowded market. While brands like Stanley turned water bottles and tumblers into must-have fashion accessories, BrüMate took it a step further. Their products became more than just everyday items—they were status symbols.

Hans was determined to build on this momentum, but he knew real growth required more than clever marketing. It needed a deeper understanding of their customers. That’s where KnoCommerce’s post-purchase surveys came in—and the results? Game-changing. From improved product development to smarter BFCM strategies, BrüMate unlocked insights that helped take the brand to the next level.

Why KNO Post-Purchase Surveys?

Hans’ journey into using KnoCommerce for post-purchase surveys began out of necessity during his time with a DTC workwear startup, where he faced a common challenge: 

TikTok ads had fantastic visibility and engagement but lacked attribution metrics. As Hans explains, TikTok is arguably the best discovery platform out there, with cheap CPMs and CPCs, but trying to explain TikTok’s value to executives without concrete data can be tough. 

Enter post-purchase surveys. Hans started using post-purchase surveys as a way to measure TikTok’s impact. By simply asking customers, “How did you first hear about us?”, and seeing “TikTok, TikTok, TikTok” in the responses, he finally had the proof he needed to make a strong case for scaling TikTok ads—something that would have been impossible without this feedback.

Once moving to BrüMate, Hans continued his TikTok-focused strategy but soon found himself drawn to KnoCommerce after attending a webinar hosted by TikTok with KnoCommerce’s Bar Bruhis and Jeremiah Prummer. 

What really caught his attention was the focus on validating TikTok ads through post-purchase surveys. “I had been doing this already,” Hans explains, “but was impressed with the improvements KnoCommerce had made.” This led to a switch, and the rest was history.

Today, Hans and the team at BrüMate have expanded their use of Kno far beyond TikTok attribution. They’ve integrated post-purchase surveys to learn what brings customers back for repeat purchases, and they use targeted surveys across their email lists to gather specific product feedback and understand customer motivations. 

“It’s a huge source of customer intelligence, from marketing attribution to new product development.” What began as a way to validate TikTok advertising has evolved into a powerful tool for shaping their entire business strategy.

Let’s take a closer look at how BrüMate uses Kno’s surveys to inform their business initiatives:

TikTok x KNO

Hans’ experience with TikTok and post-purchase surveys showcases how crucial data is when scaling platforms like TikTok into BrüMate’s top customer acquisition channel. While TikTok’s organic reach, influencer campaigns, and paid ads all contributed to their success, none of it would have been measurable without post-purchase surveys. 

As Hans explains, “We would never have been able to scale TikTok to the number one source of new customers for a social channel, beating out Instagram and Facebook individually.”

One of the biggest advantages KnoCommerce brought was the ability to attribute success across TikTok’s various sub-channels, from paid ads to influencers and their organic account. “We can break it out by who posted about us…come to a contribution by sub-channel, if you will, for TikTok,” Hans says. This allowed BrüMate to get a comprehensive view of what was driving their TikTok success. Viral moments weren’t just cool – they converted into new customers.

Attribution

Beyond TikTok, Hans shared how these post-purchase insights played a key role in validating their broader influencer strategy. Tracking “How did you first hear about us?” responses for influencers helped them go beyond the typical last-click data or discount code tracking.

While many brands rely solely on Google Analytics or coupon codes to attribute influencer impact, Hans emphasizes that post-purchase surveys often revealed “4, 5, 6, 10 plus x the value” of their influencer engagements. 

Retail

BrüMate also found value in tracking how their retail presence supported their DTC efforts. Hans highlights that by asking customers about their retail experiences, they could double down on their retail distribution efforts. 

“If you tack on an extra 10% of revenue from customers who saw or purchased your product in a retail environment and then came to your website, that makes that channel all of a sudden more attractive,” he explains.

Additionally, Hans pointed to the strength of their word-of-mouth cohort, which they track through post-purchase surveys as well. BrüMate has built a strong community of customers who love to recommend their products to friends and family, and without surveys, capturing that kind of insight would be impossible. “We’d be operating one eye closed,” Hans says. 

Product Development

When BrüMate set out to create the best drinkware on the market, they knew it wasn’t just about style or convenience—it was about delivering exactly what their customers needed. 

At first glance, the 100% leakproof feature of their drinkware might seem like a happy accident, but it was far from it. With their post-purchase survey, Hans and the team at BrüMate asked their customers directly: What do you value most in your drinkware? Was it temperature retention? Sleek designs? Ergonomics? They wanted to know the specifics that would make their products stand out. And overwhelmingly, their customers told them one thing loud and clear: leakproof.

This insight wasn’t just a validation of their product strategy—it was a game changer. It pushed BrüMate to double down on their leakproof promise. Now, every new product they create is designed with that same commitment: hot, cold, or even carbonated, their drinkware would never spill a drop, no matter what adventure their customers were on.

Loyalty Program

At BrüMate, enhancing customer LTV is a key focus, and the path to success lies in getting customers engaged with their loyalty program as early as possible. As Hans explains, “the earlier we get somebody into the loyalty program, the higher LTV they’re going to be, the higher their RFM score is going to be.”

BrüMate leverages LoyaltyLion to incentivize customers post-purchase, offering points that can be redeemed for future purchases. This not only drives repeat business but also informs their product strategy, allowing BrüMate to reward loyalty with exclusive discounts and early access to new products. 

NPS Surveys

Tracking NPS isn’t just a metric for investors; it’s proof that BrüMate has staying power. Hans explains, “A lot of brands want to track NPS because investors love to see it as a good indicator of longevity. It shows we’re not just making a quick buck at the customer’s expense but are here to stay because our customers love the product and brand, and are going to tell their friends and family about it.”

Beyond that, Hans uses NPS feedback at the product level to identify areas for improvement. By breaking down NPS by specific product purchases, BrüMate gathers direct insights into any flaws or adjustments needed, which go back into design and engineering. For Hans, NPS isn’t just a box to check—it’s an essential part of validating customer loyalty and refining the product line.

PPS to Prepare for BFCM

To get ahead of the holiday shopping season, the BrüMate team designed a strategy fueled by customer insights, diving deep into how shoppers think and plan for the holiday season.

Hans and his team didn’t just guess what their customers wanted—they asked them directly, and that made all the difference.

Here are the key questions they included in their post-purchase survey:

• When do you plan to start your holiday shopping?
• How much do you plan to spend per gift?
• What would discourage you from buying from us?

But it didn’t stop there. They dug deeper, asking things like:

• Who are you most likely to gift a BrüMate to?
• How likely are you to use buy now, pay later services like Afterpay?

This gave them a detailed understanding of how their customers approached holiday shopping. By aligning their promotions with what shoppers actually wanted, they nailed their pricing strategy and avoided common pain points.

Hans emphasizes, “It’s about more than just discounts—it’s about knowing why customers buy and what might hold them back. We didn’t guess. We asked.”

They also got insights into where customers sought inspiration for holiday shopping:

• Which channels do you look to most for holiday shopping ideas?

Whether it was Pinterest, Meta, or TikTok, BrüMate made sure they were present in the right places. The survey ran for six months, and the insights led to a major adjustment: starting promotions earlier than planned, at the end of October, to catch shoppers who were ready to buy sooner.

Hans explains, “We shifted our promo schedule to meet customers where they were. It wasn’t about what we thought would work—it was about letting customers guide us.”

The payoff? A surge in repeat purchases, especially from one-time buyers who returned during Q4, drawn in by tailored offers, the right product mix, and Buy Now, Pay Later options.

Results 

Using Kno’s post-purchase surveys, BrüMate has been able to:

Scale TikTok as a top channel: With customer feedback validating TikTok’s impact, BrüMate turned it into their #1 social platform for acquiring new customers.

Improve product development: By directly asking customers what mattered most, BrüMate honed in on their leakproof feature—now a key selling point.

Boost repeat purchases: Survey insights helped BrüMate understand what brought customers back, fueling their loyalty program and increasing lifetime value.

Refine BFCM strategy: By asking about holiday shopping plans, BrüMate tailored their promotions and started earlier, leading to a surge in repeat buyers.

Strengthen retail efforts: Post-purchase surveys revealed how in-store experiences led customers back to their website, giving BrüMate a clearer retail strategy.

Ready to learn how KNO can help your brand achieve similar results? Schedule a demo with us today!

Our team is here to help you find the right fit for your business.

Start with a template