Bodily Utilizes Customer Purchasing Data for Strategic Initiatives

Bodily — creates accessible women’s health products, focusing on birth and pregnancy recovery, as well as breastfeeding. Their mission, to create essentials for women facing shared physiological changes, comes from lived experience. They’re expanding the conversation about these critical experiences by providing women with information, education, and products that support them when they need it most. 

Bodily offers a range of products (informed by clinical research only!) that equips women with what they need from pregnancy to different stages of postpartum. From bras and underwear that are designed to promote comfort and care at each stage, to their lactation lattes that are packed with superfoods to help with breastfeeding, their products create an ecosystem of support for women during pregnancy and beyond.

They are bringing products to the market of women's health that is so often ignored. Societal expectations have been that women recover in private and quietly - and that no one talks about what is really happening with women's bodies during and after birth and pregnancy. 

Bodily launched in 2019 and has been bringing new products to market ever since. 

They have so much data to analyze to make sure they are not only serving the needs of their customers, but also offering the right combinations of products that align with their ethos of accessibility while ensuring a healthy repurchase rate and growth for their business.  

‍

Meeting Peel: 

Bodily came to Peel looking for a deeper understanding of their customer behavior and purchasing patterns to find better avenues to support women with the essentials they need, when they need them. They also wanted the tracking aspect of their numbers and immediately built out custom dashboards and started inputting their goals to easily keep a pulse on their figures. 

Bodily Founder & CEO, Tovah Haim, has raved:

"Really so in love with how you guys are building out this product. Big fan over here. I'm a Peel evangelist."

Analysis they needed:

Bodily’s product catalog offers a variety of products to support women at different needs in their pregnancy and postpartum experiences.

The team at Bodily wanted to understand the repurchase behavior of their different product lines and the product relationships to one another. They were curious to answer questions they had around people who bought a specific product in their first order:

• How often did they come back and when did they come back and buy again? 
• What did they buy in their repurchase?
• What are the different products that they are buying together in orders?

The metrics that helped answer these questions are – Repurchase Rate by Product (looked at in a monthly/weekly/quarterly cohort separation), Product Purchasing Journeys, Market Basket Analysis. There are a slew of other analyses that support these questions that complement the analysis like LTV by first product purchase or AOV by first product purchases, etc. 

Additionally, the team at Bodily is able to answer questions not only about their retention story, but they've also learned about the best acquisition paths and opportunities for their business with Peel. 

“Peel is really the only analytics platform that we use at Bodily, and we find it essential in our analyses for the Marketing team, the Finance team, the Merchandising team and for executive decision making.  We use it to power all of the core dashboards that the marketing team and merchandising teams use on a daily and weekly basis.  I’ve recommended it to other founders who have all then emailed me back weeks later saying that it is a god-send and game changer for enabling and democratizing sophisticated analytics, which I wholeheartedly agree with.”

- Founder & CEO, Tovah Haim

By learning about the relationships of products to the customer experience, the Bodily team is able to make strategic decisions about their offerings and experiment, while tracking the performance of their business on a daily basis.

‍