161× ROI: Greenist recommends the right complement to every purchase and reminds customers about matcha, tea and superfoods before they run out
161× Return on Investment
The shop
greenist GmbH in Hamburg runs greenist.de, an online shop for organic products and natural care. The range runs from Vitalfood with superfoods such as chlorella, spirulina and chia seeds through drinks and tea, health and natural cosmetics to drugstore and fashion, with brands such as dennree, Salus, Hübner, AROMANDISE and Ombar. Greenist delivers to Germany, Austria, Switzerland and further European countries.
The challenge
The range is broad and fine-grained at the same time. Matcha alone comes from several brands, in different grades and pack sizes, plus the tools to prepare it. Many products are foods and care items that get used up regularly, each at its own pace: a 30 g tin of matcha differently from a large bag of chia seeds or a bottle of care oil.
Classic automations hit their limits here. A monthly newsletter or a bestseller list shows everyone the same few products, and the rest of the range stays invisible. Rules defining which tea goes with which tool, or when which superfood gets reordered, would have to be built and maintained by hand for thousands of articles.
The use case: cross-selling and refill
Avys reads the product data from the shop and understands each product with its use, pack size and brand. That drives two occasions:
Cross-selling after the purchase. Whoever orders the AROMANDISE Bio Premium Matcha Teepulver doesn’t get random bestsellers but what is still missing for the preparation, such as the Kissa bamboo whisk. Whoever buys natural hair care sees complementary care from the same area instead of items from Vitalfood.
Refill on the consumption rhythm. For every product, Avys estimates when it is likely to run out, taking the ordered quantity into account. Someone who bought dennree Bio Matcha Grüntee in the 30 g pack is reminded at a different time than someone with a supply of chlorella. The email names exactly the product 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
161× 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.
