It’s the case of the mysteriously popular growler! The e-commerce company Huckberry sold tons of growlers during the holiday season—but the people who bought the growlers disappeared afterwards. They never came back to buy more products, which was very unusual for Huckberry. What was going on? The answer forced the company to rethink its entire marketing approach. (Here’s a hint: The buyers weren’t who Huckberry expected.)

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