48× ROI: Greendoor sends refill reminders at the pace deodorant creams, shampoo bars and the rest actually get used up

The shop

Greendoor Naturkosmetik was founded in 2010 by Sabine Puchmayr and is based in Hurlach in Bavaria. The products are made in its own manufactory to its own formulas, many of them solid or concentrated, such as deodorant creams, shampoo bars and shower bars. The shop is split into body, face, hair, hands and feet, wellness, plus dedicated lines for children and teens, men and pets. Greendoor is also sold in drugstores such as dm and Rossmann.

The challenge

Natural cosmetics are bought, used up and reordered, but each product at its own pace. A jar of deodorant cream lasts differently from a deodorant stick, a solid shampoo differently from a 500 ml body lotion. Then there is the care routine: whoever uses a shampoo bar often needs the matching conditioner, and face care rarely consists of a single product. And in cosmetics every statement has to fit the product, since advertising claims are tightly regulated.

A fixed reminder flow sends everyone the same email after the same interval and so misses on almost every product, either too early or too late. A bestseller logic recommends the best-selling deodorant cream even to someone who has just bought one.

The use case: refill and cross-selling

Avys reads the product data from Shopware and understands each product with its size, application and place in the routine. That drives two occasions:

Refill on the consumption rhythm. For every product, Avys estimates when it is likely to run out, taking into account how much was ordered. Someone who bought the Deo Creme Classic in the 50 ml jar is reminded at a different time than someone with the 500 ml Bodylotion XL Aloe Vera. The email describes the product as it is: a jar, not a tube.

Cross-selling after the purchase. Whoever orders the Shampoo Bar Orange is offered the Haar Conditioner Bar as a complement, not a second soap. Whoever buys the Hyaluroncreme vegan sees the Augenbalsam Intense from the same face care range instead of products from the kids’ line.

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

48× 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.