134× ROI: Egle recommends organic food by ingredient and taste and reminds customers about oil and broth before they run out
134× Return on Investment
The shop
Wilhelm Egle GmbH from Pfaffenhofen sells mostly own-brand products through egle.de, many of them organic. The range runs from cooking oils and ready meals through fish, soups and broths, breakfast and snacks, sweets and spices to coffee, juices, wine and spirits. There are also gift packages and a dedicated range following Hildegard von Bingen.
The challenge
With food, ingredients, taste and use count, not the category. A frying oil with butter flavour is used differently from a salad oil like Das Nussige, a beef goulash appeals to different customers than a vegetarian dish. And what is needed regularly runs out at different speeds: a bottle of oil differently from a jar of vegetable broth.
Bestseller logic suggests the top-selling item in the same category and overlooks what makes a product. A fixed reminder flow sends everyone the same email after the same interval. Maintaining both by hand for every product group is hardly feasible.
The use case: cross-selling and refill
Avys reads the product data from Shopware, with description, properties and ingredients, and understands each product by taste and use.
Cross-selling by ingredient and taste. Whoever orders BIO Rinder-Gulasch or BIO Rinder-Roulade gets suggestions that go with the meat dish, such as the Braune Soße or BIO Dinkel-Backerbsen for the soup beforehand, instead of random bestsellers. Whoever buys Heller Thunfisch in Öl rather sees a salad oil and the salad herb mix. The copy describes taste and benefit, not technical features.
Refill on the consumption rhythm. Avys estimates when a product is likely to run out and takes the ordered quantity into account. Someone who ordered Balance 3 cooking oil is reminded at a different time than someone who bought Klare Gemüsebrühe.
Copy, product selection and timing are created for each customer individually, in the formal register.
The result
134× 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.
