How Newton Baby Drives Revenue from First Click to Repeat Purchase with Monocle

About

Newton Baby revolutionized the baby sleep industry with their innovative Wovenaire® breathable crib mattresses, designed to give parents peace of mind about their baby's safety. The brand has expanded from their flagship crib mattress into a full line of nursery essentials including bassinets, cribs, sheets, play yards, twin mattresses for growing kids, and even pet beds. Available direct-to-consumer and through major retailers like Target, Amazon, and Babylist, Newton Baby focuses on products that prioritize both safety and breathability.

The Challenge

Newton Baby faced a unique retention challenge that sets them apart from typical DTC brands: customers shop for baby products during a concentrated window, and the brand needed to maximize value during that critical timeframe.

"We have an interesting challenge with our customer segment in that the lifetime of our customer is shorter than many other categories," Brooke Atamian, Newton Baby’s Head of CRM explains. "People are really only shopping for baby items for a specific period of their life—whether it's a year or if they have a second child, maybe it's two years."

The opportunity lies in making the most of this focused shopping period, cross-selling accessories like sheets and converting customers to twin mattresses as their children grow. But timing is everything.

The complexity? Newton Baby doesn't know the age of each customer's child or when they'll be ready for their next purchase.

"If somebody purchased a crib mattress 18 months ago, we can assume they might be ready for a twin mattress, but we really don't know because we don't know if they purchased when they were one month pregnant versus nine months pregnant," says Atamian. "It's all a guessing game."

Two Critical Goals

To drive sustainable growth and maximize customer LTV, Newton Baby identified two priorities:

1. Increase subscribers and direct website purchases

With distribution across multiple retail channels, Newton Baby wanted to grow their owned audience and drive more customers to purchase directly from their website where they could build lasting relationships.

2. Identify optimal timing for re-engagement

Rather than guessing when customers would be ready for their next purchase, Newton Baby needed to understand the precise moments when each customer was most likely to convert—whether for accessories or a twin mattress purchase.

The Solution

Newton Baby partnered with Monocle to test AI-powered personalization across two use cases aligned with their core goals.

Use Case 1: AI-Optimized Welcome Offers

To grow subscribers and drive direct website purchases, Newton Baby tested Monocle's AI on their welcome pop-up. Rather than showing every site visitor the same offer, the AI analyzed each visitor's behavior and intent signals to determine the optimal offer for that individual.

"Our biggest segment is new customers, so we want to make sure we capture them for email and SMS as soon as they enter the site. That way we have that valuable information to target them with the right products at the right time," Atamian notes.

Use Case 2: Precision Cross-Sell Timing

For cross-sell flows, Newton Baby needed to solve the timing challenge. Working with Monocle, they tested targeted windows based on likely customer readiness—whether for accessories and consumables in the near term, or twin mattresses as children grow.

Rather than guessing, Monocle's AI analyzed each customer's unique signals to determine the precise moment to reach out.

What I was really interested in is the fact that Monocle has that AI identification of when a customer is most likely to make their next purchase, so we can make sure we're reaching them at the right time versus just guessing.

The Results

The results proved that precision timing and personalization could unlock significant incremental revenue—even in a category with naturally low repurchase rates.

Welcome Offer Performance

• 7% increase in revenue per visitor

The AI-powered approach to welcome offers successfully grew Newton Baby's subscriber base while driving immediate revenue impact—achieving both goals simultaneously.

Cross-Sell Performance

Monocle's AI-powered timing optimization drove substantial improvements across multiple customer segments:

Short term cohort:

• Revenue per user: +125%
• Incremental orders: +104%

Long term cohort

• Revenue per user: 188%
• Incremental orders: 127%

The results proved that Newton Baby could successfully convert customers for multiple purchases throughout their parenting journey by reaching them at precisely the right moments.

"Not all customers are the same, and we should be treating everyone as individuals," Atamian reflects. "Personalization really does work."

Implementation Experience

For a small retention team managing multiple channels, ease of implementation was critical.

"It was really easy and I didn't have to do much on my end," says Atamian. 

The ongoing support has been equally seamless. "Everyone is super responsive, and even though we work in different time zones, I don't feel it. They're constantly replying to my messages quickly. I haven't had an experience with account managers like that in the past. I'm really grateful for the team I'm working with."

What's Next

Having proven the value of AI-powered personalization, Newton Baby is expanding Monocle across their retention program.

Atamian is particularly excited to leverage Monocle to determine the best next product for each customer: "I'd be interested in the ability to prioritize products based on what the AI thinks the next purchase will be, so we can take personalization and recommendations even further."

The focus is on understanding not just when to reach customers, but what to offer them—whether that's cross-selling sheets and accessories at the right moment, or identifying when a customer's child is ready for a twin mattress.

"It's not one size fits all with our customers. We should be taking those signals into account—the signals that Monocle takes into account—for when a customer is most likely to purchase again," Atamian explains.

The Bottom Line

For retention marketers at brands with concentrated shopping windows or longer purchase cycles, Atamian's advice is clear:

The personalization and modeling that Monocle does is really valuable because you're treating customers as individuals, not just a pool of customers. That creates a better relationship with the customer, a better experience, and at the end of the day, better retention and loyalty.

Newton Baby proved that with the right timing and personalization, brands can unlock significant incremental revenue by reaching each customer at their optimal moment.