52× ROI: Dönges recovers abandoned orders and completes emergency equipment with what belongs to it in the field
52× Return on Investment
The shop
Dönges equips fire brigades, rescue services, police, civil protection and industry. The range of around 150,000 articles is organised into three large areas: rescue, recovery and assistance with lighting and power, extinguishing and auxiliary equipment, emergency medicine, wildfire fighting and warning materials, police and forensic technology with document verification, personal equipment and weapon care, and tools from power tools through measuring technology to clamping technology.
The challenge
In this range, the purpose in the field decides. Many items are bound to standards, such as a disposable carrying sheet to EN 1865, and for some products an unsuitable recommendation is not just useless but professionally wrong. An item for emergency medicine belongs with different material than a workshop tool, even if both are ordered for the same fire brigade.
Bestseller logic or a standard flow doesn’t do justice to a catalogue this size. It recommends what sells often, not what fits the job, and maintaining separate rules for every specialist area is not feasible by hand at this breadth.
The use case: Recover Sales and cross-selling
Avys reads the product data from Shopware and understands each item by its area of use and its standards.
Recover Sales that relate to the job. If an order is left behind, Avys reminds the customer of exactly these items and describes what they are for, for instance a Dönges Feuerwehr-Bereitschaftstasche or a first aid kit, instead of sending a generic reminder.
Cross-selling by purpose. Whoever buys a fire brigade standby bag gets material suggested that belongs in such a kit, for example the Dönges rescue blanket gold/silver or the disposable carrying sheet EN 1865. Whoever orders tools for the workshop sees matching accessories from the same area instead of emergency medicine items.
Copy, product selection and timing are created for each customer individually.
The result
52× 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.
