170× ROI: Freshisha pairs every pod system with the right pods and brings new arrivals to the matching system
170× Return on Investment
The shop
FRESHISHASTORE is the online shop of MG Wesel GmbH and has been online for 13 years. The range runs from pod systems and mods through e-cigarettes, liquids and heated tobacco devices to shisha products such as water pipes, bowls, charcoal and hoses, from a large number of manufacturers. On top of that come stores in Wesel, Borken and Düsseldorf.
The challenge
In this range, technology decides what belongs together. A pod only fits the device it was built for, and within one system pods differ by resistance, fill type and manufacturer. At the same time, new devices, pods and flavours arrive constantly, and someone buying shisha accessories is looking for something completely different from someone with a heated tobacco device.
Classic automations don’t know these relationships. A bestseller recommendation shows everyone the same top sellers, whatever device they use. A new-arrivals newsletter sends every new series to everyone. Maintaining compatibility by hand as rules would mean building separate flows for every device and pod generation and updating them with every new release.
The use case: Fresh Finds and cross-selling
Avys reads the product data from Shopware and understands each product with its system, design and use. That drives two occasions:
Cross-selling after the purchase. Whoever buys a pod kit gets replacement pods that fit exactly that device, in the resistances it supports. Whoever orders a battery for a particular system sees prefilled pods, compatible pods from other makers or refillable empty pods for exactly that system instead of pods for another one.
Fresh Finds for new arrivals. When a new pod system or a new series for an existing system lands in the shop, Avys presents it to customers whose previous purchases fit that system. Whoever buys water pipes and shisha bowls hears about new bowls and hoses, not the next pod generation.
Copy, product selection and timing are created for each customer individually. The team doesn’t maintain flows for this, only the range it maintains anyway.
The result
170× 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.
