Welcome to another edition of CPG Stack, where we breakdown the tech and business stack of food and beverage companies. 

This week I look at Homiah, a line of Southeast Asian Pantry Staples. What’s really great to see is that while Homiah has a fairly simple CPG stack, they leverage effective marketing and design to get customers engrossed in the brand.

Homiah’s CPG Stack

WEBSITE

• Shopify a favorite e-commerce platform for CPG brands. (Start for $1/month)

SHOPIFY APPS

• Junip – Product reviews and post-purchase emails

ANALYTICS

• Hotjar – This is a great software that allows you to track how people are using the site, and even watch videos of people navigating.

EMAIL MARKETING

• Klaviyo – one of the best email tools for CPG brands

CUSTOMER SUPPORT

• Gorgias – A great customer support service that allows you to create custom response automation across all platforms, from e-mail to social media.

Homiah’s Marketing

Part of what I love about Homiah is their beautiful e-mail marketing. I want to share some of my favorite e-mails and why they’re effective.

Welcome E-mails

A customer’s first purchase is filled with excitement, anxiety, and mystery. Will I like the product? What if something’s wrong? Do I trust the company? 

That’s why I really like Homiah’s welcome e-mail. Here are a few things that stand out:

• The simple e-mail reads as a personal e-mail from the founder, introducing her name and a photo. This makes the company more relatable.
• Michelle’s messaging feels heartfelt and genuine. Some of the powerful phases are “thank you, deeply and sincerely”, “the order you’re about to receive is deeply personal”, and “I’d love to hear from you”.

Michelle’s second e-mail introduces Homiah’s mission, originating from her family’s cooking traditions. She even shows photos of her grandmother cooking next to her. 

Tracking E-mails

After the welcome e-mail, Michelle kept me updated with the order status through beautifully branded tracking e-mails. Each one had unique artwork that was very much on brand. It felt as if I was being welcomed into someone’s community.

Content E-mails

As a pantry staple, it’s important for Homiah to share how to use their sauces with customers to inspire customers. Homiah beautifully showcases high-quality photos along with step-by-step instructions. 

Product Review E-mail

Homiah’s product review e-mails are really simple with a clear call to action. Everything is on-brand so that you immediately recognize who it’s from. They also offer a 20% off discount on your next order if you leave images with your review. This is a great way to collect UGC from your customers.

Wrap Up

Homiah’s branding and e-mails clearly come through in the website and e-mails. The high-quality content, mouthwatering images, and clear flows kept me engaged and excited throughout the entire journey. On top of this, the product is absolutely delicious and I’m a fan for life.

Have questions on any of the partners I’ve mentioned? Let me know and happy to provide you with more info.

Some of the links may contain affiliate links, but I recommend everything above.