33× ROI: GoGrow pairs every grow tent with the right equipment and reminds growers about soil and fertiliser on their consumption rhythm

The shop

GoGrow from Ehrenberg in the Rhön sells equipment for growing plants indoors, from starter kits to professional setups. The range is split into complete sets, grow tents, lighting, air and climate, irrigation, fertilisers and substrates, and accessories, with brands such as Spider Farmer, Mars Hydro, AC Infinity, VIVOSUN, BioBizz, Plagron and Canna. The shop runs on Shopify.

The challenge

In this range, everything depends on dimensions and output. A tent with a 70 × 70 cm footprint needs a different light and different exhaust than one with 120 × 120 cm, and a fan only fits with the right duct diameter. On top come consumables such as soil, coco and fertiliser, which run out at very different speeds depending on quantity and growing area.

Classic automations hit their limits here. An also-bought rule recommends what often sat in the same basket, not what matches in size and output. A fixed reorder flow reminds everyone after the same interval, whether they bought one bag of soil or five. Both would have to be built and maintained by hand for every product group and every brand.

The use case: cross-selling and refill

Avys reads the product data from Shopify and understands each product with its dimensions, output and use. That drives two occasions:

Cross-selling after the purchase. Whoever buys the Spider Farmer complete set with a 70 × 70 × 160 cm tent and SF1000 LED doesn’t get random bestsellers but accessories that fit that tent: an exhaust set with a 100 mm duct, a timer, pots and meters. Whoever orders a 120 × 120 cm AC Infinity tent sees lights and fans with the output that area needs.

Refill on the consumption rhythm. For every consumable, Avys estimates when it is likely to run out, taking the ordered quantity into account. Someone who bought 50 litres of BioBizz Light-Mix is reminded at a different time than someone with a single bottle of fertiliser. The email names exactly the product and brand to reorder.

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

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.