frei öl reminds customers about their skincare when it runs low and complements it by line and skin need
The shop
frei öl is the skincare brand of Apotheker Walter Bouhon GmbH from Nuremberg: oil-based dermocosmetics in pharmacy quality, made in Germany. The range runs from facial care through body oils and lotions to deodorants and hand and foot care, organised into lines such as Hydrolipid, Ultra Glow oils, Bodyconcept, Anti Age Hyaluron Lift or Mama & Baby, and by skin need. The shop is available in German, English and French.
The challenge
In skincare, products belong together by line and routine, not by sales figures. A moisturiser from the Hydrolipid line is complemented differently from a body oil from Bodyconcept, and someone buying from Mama & Baby is looking for something different from someone ordering an anti-age oil. Each product also runs out at a different speed, depending on size and use.
Then there’s the brand’s language. frei öl has a clearly defined tone of voice, and every email has to match it. Generic templates and bestseller logic miss both the customer’s routine and the brand’s tone.
The use case: refill and cross-selling
Avys reads the product data from Shopware and understands each product by its line, its use and its place in the care routine.
Refill at the right time. Avys estimates when a product is likely to run out and reminds the customer of exactly that product. Someone using the HYDROLIPID FeuchtigkeitsCreme GOLD is contacted at a different time than someone who ordered the FigurÖl AQUA AURA.
Cross-selling within the routine. Whoever buys the GesichtsÖl rather gets the ReinigungsÖl & Maske suggested, which completes the routine. Whoever orders the FigurÖl sees the FigurLotion from the same care range instead of random bestsellers.
Copy, product selection and timing are created for each customer individually, in frei öl’s tone.
The result
At frei öl, reorder reminders, recommendations and inspiration now run automatically, in the brand’s tone and in the customer’s language.
