33× ROI: The Eilbote shop presents new models to collectors in the right scale from the right manufacturer
33× Return on Investment
The shop
Behind the Eilbote shop stands the eilbote, a trade magazine for the farm machinery industry from Winsen an der Luhe since the 1950s. The online shop is run by Agrarfox GmbH for everyone passionate about farm machinery. The range is mainly models of tractors, combine harvesters, construction machinery and commercial vehicles, from makers such as Universal Hobbies, Schuco, Wiking, Siku, Replicagri, ROS and Britains, replicating originals from John Deere, Fendt, Case IH, Claas, New Holland, Deutz-Fahr and others. There are also toys, clothing, fan merchandise, books and calendars. The shop is available in German, English, Dutch and Danish.
The challenge
Collectors don’t buy by popularity but by system. Someone who collects models in 1:32 has little use for a model in 1:87. Many collect one original brand, such as Fendt or Case IH, others stick with one model maker. A calendar may sell well, but it doesn’t fit into a display cabinet.
Segments or bestseller logic can’t capture this combination of scale, original manufacturer and model maker. Maintaining rules for every combination by hand is not feasible in this range, especially as new models keep arriving.
The use case: Fresh Finds and cross-selling
Avys reads the product data from Shopware and understands scale, original manufacturer and model maker for every model.
Fresh Finds for one’s own collection. When a new model such as the New Holland CR 11 Gold Show Edition by Universal Hobbies in 1:32 arrives in the shop, Avys presents it to the collectors whose collection it fits: those who have already bought models in 1:32, from New Holland or from Universal Hobbies. Someone who collects 1:87 doesn’t get this new arrival.
Cross-selling beyond the model. Whoever bought a Case IH Quadtrac 785 Steiger Edition sees more models of the same brand in the same scale, plus Case IH clothing and fan merchandise. If there is no exact match, Avys relaxes the criteria step by step before falling back on general recommendations.
Copy, product selection and timing are created for each customer individually, in the language they shop in.
The result
33× 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.
