91× ROI: Dentalkauf24 pairs every practice device with the accessories that belong to it professionally
91× Return on Investment
The shop
Dentalkauf24 is the online shop of Dürrschmidt Dentalhandels GmbH and covers the needs of dental practices, dental labs and oral surgery: dental devices such as handpieces and contra-angles, turbines and surgical handpieces, instrument tubing, hygiene from class B and S autoclaves to thermal disinfection, practice furnishings, disposables and lab equipment. The range includes manufacturers such as W&H, NSK, KaVo, Bien-Air, Miele, Melag, SciCan and EMS. The shop sells exclusively to businesses, freelancers and public institutions, at net prices.
The challenge
In practice supplies, what sits in the same top-level category doesn’t necessarily belong together. Accessories for a thermal disinfector fit exactly that device, a lab bowl has nothing to do with it, even if both seem somehow related under hygiene or lab. On top of that there are items that are used up continuously, at very different intervals from a device that stays in use for many years.
Logic based on bestsellers or categories misses these professional distinctions and recommends items to business customers that make no sense for their practice. Maintaining rules for every device line and every manufacturer by hand would be a project without end.
The use case: cross-selling and refill
Avys reads the product data from Shopware and understands each product by its professional use in practice or lab.
Cross-selling within the specialist area. Whoever buys a Miele thermal disinfector such as the PWD 8532 gets inserts, baskets and adapters for reprocessing suggested, plus water treatment and process documentation solutions. Lab equipment or practice furniture doesn’t appear in this recommendation. Whoever orders accessories for Melag devices sees items from the same device family.
Refill for consumables. Disposables are used up continuously in the practice. Avys estimates when a supply is likely to run out and reminds the customer of exactly the item to reorder, with the same net prices as in the shop and in the formal register.
Copy, product selection and timing are created for each customer individually.
The result
91× ROI over the last 90 days.
The ROI compares the revenue from orders placed within up to ten days of opening or clicking an Avys email with the cost of Avys over the same period.
