The Den Refillery: Case Study

Boosting Online Traffic and In-Store Engagement

Client Background
The Den Refillery, located in Ucluelet, BC, is a sustainable retail store offering a variety of refillable and eco-conscious products. They provide both an in-store and online shopping experience, offering everything from household goods to skincare and personal care items, all with an emphasis on reducing waste and promoting sustainability.

The Challenge
The Den Refillery wanted to increase traffic to their online store while also encouraging more customers to visit in person for refills. Despite offering high-quality, sustainable products, they were facing the challenge of making their brand and unique offerings more visible to a broader audience, both locally and online.

The Approach
To address this challenge, I developed a comprehensive content strategy focused on five key content pillars designed to engage both their online and local community. My approach centered around authenticity, education, and connecting customers to the products and their origins.

1. Product Education
   I created educational content, including how-to demos and product reels, to help customers understand how to use and get the most out of unique items like dishwashing soap blocks and shampoo bars. By providing tangible, visual guidance, I made these products more approachable and appealing to a broader audience.

2. Supplier Stories and Features
   To deepen the connection between customers and the products they were purchasing, I featured supplier stories. One key example was a multi-slide story that spotlighted the farm where their refillable shampoo and conditioner products are sourced. This brought customers closer to the product’s origin and the passion behind the craftsmanship, creating a stronger emotional connection.

3. In-Store Engagement Reminders
   I crafted fun, engaging content to encourage in-person visits, highlighting the quirky, rewarding experience of bringing in empty jars for refills. From playful reels of containers getting refilled to showcasing the welcoming atmosphere of the store, this content reminded customers that refilling in person is both practical and enjoyable.

4. Product Pairings
   Through creative pairings, like wellness gift bundles or skincare routines, I created content that showed how products could work together. This not only highlighted the versatility of their product range but also helped customers see the value in combining products for a complete experience.

5. The ‘Why’ Behind It All
   To reinforce the brand’s values and mission, I created content that explained why customers should opt for refillable, biodegradable, and artisan-made products. This content helped frame The Den Refillery as more than just a store—it positioned it as a hub for sustainability and a positive impact on both the planet and the community.

The Solution
By implementing a structured and consistent content plan, we engaged both online and in-person customers. I optimized content based on analytics and audience feedback, ensuring we adapted as we went along. Each of the five content pillars worked to inform, entertain, and inspire the target audience to take action—whether that meant making an online purchase or visiting the store in person for refills.

The Results
By closely monitoring and optimizing the content strategy, I saw consistent month-over-month growth in online engagement and brand visibility. While exact traffic numbers weren’t tracked, the feedback from both the store’s team and customers highlighted a noticeable increase in brand awareness. Customers were not only more familiar with The Den Refillery’s offerings, but they also had a clearer understanding of why shopping there aligns with their values. The content helped articulate the store's unique value proposition—highlighting the sustainability and quality of its products, as well as the impact of choosing refillable and artisan-made goods. This deeper understanding ultimately reinforced why the price point is worth it, fostering greater customer loyalty and appreciation for the brand's mission.