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eCommerce Case Studies

eCommerce Case Study: How to Grow Your Innovative Store Idea Like reCAP Mason Jars

eCommerce Case Study: How to Grow Your Innovative Store Idea Like reCAP Mason Jars

by John Larkin

John runs the blog here at eCommerceLift and is a verified Shopify Expert. Interested in an initial growth consultation? Click here

9 years ago

eCommerce Case Study: How to Grow Your Innovative Store Idea Like reCAP Mason Jars

Mason Jars have experienced an explosion in popularity within recent years. They are a product that have gone from a hipster chic to a mainstream home staple with everyone using this old fashioned culinary  tool in their kitchen.

However, as old as the Mason Jar is, the products design was not perfect and using it isn't always conducive to modern life. This is where the eCommerce brand reCAP Mason Jars comes in, as they have seen the popularity of this product but noticed that it there was room for improvement. Thus a brand was born.

reCAP Mason Jars have become the staple store for Mason Jar lovers and an intriguing eCommerce case study for budding entrepreneurs and  established eCommerce stores alike.

reCAP Mason Jars' Story 

You may be asking yourself who are reCAP Mason Jars and what makes their jars so special? Well, it is an interesting story.  The inventor is an engineer and mother, Karen Rzepecki who simply wanted a find a pour cap for her Mason Jar. After searching, she discovered that the type of product she wanted simply didn’t exist.  Then she decided to take things into her own hands as the brand states “People often say that necessity is the mother of all invention, and reCAP is proof of that.” 

reCap Mason Jars was born and with the brand building a product that had all of the characteristics that the creator envisioned. They list that the jars are BPA-free, sustainable, spill-proof and made in the U.S.A. while satisfying any customers Mason Jar needs as reCAP declare: 

“From storing dry goods like popcorn kernels, rice and candy, to transforming a Mason Jar into an ‘on-the-go’ beverage container, customers have discovered endless uses.”

They have since widened their range to different types of caps and jars and their unique, innovative ideas fills a niche for products that customers really desire. 

Mason Jar Mavens 

The brand knows that Mason Jars are tremendously popular and fans of them can’t live without them. reCAP identify Mason Jar fans as “Mason Jar Mavens” and have become experts at giving these Mavens everything they wanted to know. They give fun content that engages with fans and entourages their love of the jars.

From Mason Jar facts, the history of the jars to how the jars became so popular. They give fans of the product a real insight in what makes Mason Jars so special and why they have persevered over so long  as a kitchen staple. Its an effective marketing strategy that engages with fans and lets customers know they are the go to brand for jars. 

Recipes, Crafts and, and Canning 

With the ubiquity of Mason Jars and the diversity of what customers use them for, reCAP help encourage fans to use their jars in different ways. They provide a featured recipe and featured craft that shows how to use a mason jar in an innovative way. They also show how to use the jars in the traditional way of canning by how to make pickles with the jars.

The brand also encourages fellow Mason Jar users to share what they use their jars for. Simply by using the hashtag #WhatWillYouReCAP customers can share what ideas they have for what you can do with Mason Jars. This spreads the word about the brand and gets customers talking about the brand. 

Social Media Interactions

reCAP Mason Jars have a vibrant array of social media. They provide content that is fun and engaging for their customers with the purpose of nurturing a relationship. They run very active social media including Facebook, Twitter, and Pinterest, with each offering something different for their followers.

On Facebook, the brand post amusing illustrations of the type of people that use Mason Jars. From The Earth Goddess who uses her jar for reusing and recycling to The Mixologist who uses his jar for drinks, these are inventive images for customers to identify with. They also provide information and tips about the jars and the company on Facebook as a way to get customers involved with the store. 

The brand also uses Pinterest to show beautiful images of their products and how to use them. Boards such as “Mason Jar Art”, “Mason Jar Desserts” and “Mason Jar Gift Ideas” all serve as inspiration and engage with their audience in an entertaining way.

Letting the Reviews Talk

When eCommerce store have a product they are proud of and they are certain that customers will respond to them, they why not encourage them to talk about it. This is exactly what reCAP Mason Jars have done.

On their product pages, reCAP display the numerous reviews they receive from customers. Each review serves as a guide to a future potential customer shopping the site as they have recommendations and real life experiences with this stores product therefore assuring new customers and making them feel like it would be a valuable buy.

It’s simple and effective as with each product getting glowing reviews, it is an amazing selling factor for the brand. 


reCAP Mason Jars have taken a product that although popular, hadn’t been updated for decades and the adapted it for modern life. The brand makes an interesting case study as created an innovative product, made something great for an audience who have an affinity for Mason Jars and provided content so that their audience would continue to grow, engage and rave about the brand.


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