Brooklinen Review: Redefining Comfort in Bed and Bath
Glory-Anna Oshafi
Brooklinen is an e-commerce store that sells luxurious bed and bath items like duvets, pillows, quilts, bath mats, and robes. They also sell other home interior items like furniture, rugs, books, mugs, and other decor. Comfort greets you when you visit the Brooklinen store. This feeling is partly attributed to the products they sell. After all, the bathroom and bedroom are where many people relax in their homes. Brooklinen provides everything to make those areas cozy and inviting. Other than the products, the brand’s online store has features that envelop visitors in a seamless and positive shopping experience. Curious about these features? Keep reading as we uncover them in this comprehensive Brooklinen review.
Comprehensive Features Analysis
Different aspects of an online store contribute to its overall shopping experience. We’ll break down this section into those aspects and score Brooklinen accordingly.
Product Descriptions and Collections 9/10
Our first stop is product descriptions and collections. Brooklinen offers various products that we’ll now analyze using the metrics below.
- Clarity and Descriptiveness
We love the descriptions of Brooklinen’s products! They are clear and tell visitors what they need to know. See the example below.
The Classic Percale Sheets bundle’s description is clear, engaging, and highly informative. The first line appeals to a specific audience of sheet lovers. That first line will hook visitors who actually love the hotel bed feel.
The description further provides essential details like material, thread counts, and other bedding features. Then, it talks about the benefits, which paints a vivid picture of both comfort and longevity.
They also provide product highlights in bullet points, making it hard for visitors to miss. Plus, there’s a supporting section that primarily communicates the benefits and certifications.
For clarity and descriptiveness, we score Brooklinen 100%.
- SEO vs. Readability
The Brooklinen product descriptions have a natural flow. There’s no keyword stuffing or unnecessary jargon. They focus on delivering useful and engaging content.
Using the Classic Percale Hardcore Sheet Bundle’s description as an example, there are keywords like “classic percale sheets” and “hotel-sheet lovers” that appeal to a niche audience. However, there’s room for more keywords to strengthen the brand’s search engine visibility. Currently, they don’t appear in the top results for classic percale sheets.
Nonetheless, we commend their efforts to keep their product descriptions readable, and if the number of reviews is anything to go by, they’re getting a significant amount of traffic.
- Creativity and Branding
The descriptions match the general message of the brand—comfort. Also, their tone is consistent across other product descriptions on the site. Additionally, the brand reinforces its branding by making its OEKO-TEX® certification visible, showing its commitment to customer safety.
Regarding creativity, the brand does a fair job with its product names. The products are mostly named by fabric type. So, customers know exactly what they’re looking at before reading the descriptions.
- Organization of Collections
Brooklinen’s menu is organized with clear categories for Bed and Bath, each with well-structured subcategories to facilitate navigation. However, their products extend far beyond just bed and bath essentials.
When you click on “Home,” you discover other products Brooklinen has to offer.
We can deduce from this setup that the primary focus is on bed and bath items.
For the bed category, there are five visible ways they organize the products. You can shop all sheets and bundles, select the bedding type you want, check the kids category, or shop by fabric type. See the image below.
Some of these categories overlap, though. For example, you’ll find bundles when you’re shopping by fabric and vice versa. Generally, the options make it easy to find specific types of items if you don’t have time to browse their entire collection. A similar situation applies to the Bath category.
The options contribute to the intuitiveness of the site, which positively influences the shopping experience.
- Visuals
One word comes to mind when looking at Brooklinen’s product images—rich. The images capture the high value of the products. It also reflects the comfort the brand promises. For example, when you see the image of the Super-Plush Robe, you can almost see yourself wrapped in it with a glass of wine in hand on a Sunday evening.
The images with models paint a more vivid picture in your mind.
The images highlighted on the left in the image above are a feature that we applaud because they tell visitors that there’s more to see about the product. On the right, customers can choose any of the available colors to see a corresponding image. Overall, Brooklinen did an amazing job with its product images.
User Experience 9/10
One of the key elements of a website’s user experience is its usefulness. This refers to the site’s ability to perform its purpose. Brooklinen excels in that regard because it makes shopping easy with its search function and organized menu.
The site’s learnability or intuitiveness is another element that defines the user experience. Visitors on the Brooklinen site can easily decipher icons and navigate through pages. The only shocker there is the “Home” menu item that opens up to other Brooklinen products. One would expect “Home” to lead to the homepage.
Additionally, the brand blends soothing and visually appealing colors, making it desirable. We particularly like how they use a neutral background color to keep the focus on the brand’s offerings.
One area for improvement is the page load time. The ideal time is between 0 and 3 seconds. Visitors can lose their patience when it’s longer. We did a page load time test with Google PageSpeed Insights and Pingdom. See the results below.
Overall, shopping on the Brooklinen site is delightful. If they improve the page load time, it’ll be more enjoyable.
Customer Service and FAQ Page 8/10
Brooklinen’s FAQ page is well organized and provides users with comprehensive answers and resources.
As you can see in the image above, they categorized the FAQs into different topics, featuring top questions with an invitation to see more. They have up to 11 topics in the FAQ section and some standalone questions on the next page.
Going through all of that to find a specific answer can be overwhelming for customers. So, there’s a search function to facilitate finding answers on the page.
They also provide their email address on the FAQ page for further inquiries. In addition, there’s a chat icon at the bottom right that provides resources for specific inquiries. Check out the image below.
These resources provide a concise overview of the different topics it covers.
We commend Brooklinen’s effort in providing good customer service through their extensive FAQ page. But you know what can make their customer service ten times better and more efficient? An intelligent chatbot that can interact with customers wherever they are on the page, providing real-time support and recommendations.
Return and Shipping Policies 8/10
Customers can get return and shipping information from the FAQ page.
However, the return policy has a dedicated page that you can access from the footer. The return policy is straightforward. They also include sections for different aspects of returns/exchanges.
Their non-congested way of delivering information is laudable and effective.
Promotions and Discounts 9/10
Brookline offers promotions and discounts to attract new and existing customers. There’s a dedicated banner message that promises new customers 15% off their purchase.
They also have a menu item where they group all the items on sale. This organization is a welcome idea for people on a budget. Additionally, Brooklinen offers bundle deals, such as their Hardcore Sheet Bundle, which gives customers a price break when they buy a complete set instead of individual items.
The bundle deals are convenient for customers looking to revamp their bedding or bath essentials. Brooklinen further proves it’s a generous brand through its loyalty and referral programs that aim to reward customers for simple tasks and purchases. This encourages customer loyalty and word-of-mouth marketing.
Special Features and Innovations 8/10
Brooklinen takes pride in offering OEKO-TEX® certified products. This shows that their fabrics meet high safety standards and are free from harmful chemicals. They highlight this fact on the product pages because it can be the deciding factor whether or not someone buys from them.
Speaking of their product page, the individual reviews for each product at the bottom of the page are an effective addition that also influences buying decisions. When customers see what others say about the product, it can convince them to buy.
Another note-worthy feature is the store locator on the home page, visible to anyone browsing the website. The page opens to several addresses of the brand’s physical stores. So anyone willing to visit the store to get a feel of the products can easily find the closest store without searching too deeply into the website.
Strengths Showcase
Brooklinen shines in many aspects. See our top two:
- Community
Brooklinen has cultivated a strong sense of community among its customers, and it’s evident on social media platforms, so much so that they display user-generated content on the website. This approach makes the brand more relatable and helps establish trust with new customers.
Their loyalty and referral programs are other ways the brand interacts with customers and keeps them engaged.
- Value
Brooklinen provides extra value to customers through their Brookliving blog, offering expert advice on bedding and related topics. Then there’s the care guide they provide on every product page and at the footer to give customers care tips for optimal use of the products.
Growth Opportunities for Brooklinen
To beat the competition and become the go-to brand in the interior industry, Brooklinen must pay attention to the following:
- Customer Service
Brooklinen’s customer service is generally efficient. But there’s room for improvement in areas like faster response times and enhanced accessibility. They also need to expand the availability of customer support beyond typical business hours. Integrating an advanced chatbot is an easy fix to this problem.
- SEO
Another area for improvement is SEO. The website already has a blog section, which gives enough room to use relevant keywords that can attract customers. So, they need to develop strong SEO strategies in that area. They should also optimize product descriptions to help the product pages become more visible.
Final Rating
Rating Breakdown
- Product Descriptions and Collection: 9/10
- User Experience: 9/10
- Customer Service and FAQ Page: 8/10
- Return and Shipping Policies: 8/10
- Promotions and Discounts: 9/10
- Special Features and Innovations: 8/10
Overall Rating—8.5/10
Brooklinen is a renowned brand known for its bedding and bath products. Their product quality, descriptions, and images captivate visitors. Meanwhile, the seamless navigation within the website ensures that customers can finish shopping without hassle.
However, we’ve established that Brooklinen still has opportunities to boost its sales through enhanced customer engagement. This is where Juphy comes into play.
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