117× ROI: HappyFlower shows every customer the product type, variety and pack size that fits their purchases
117× Return on Investment
The shop
HappyFlower runs an online shop for cannabinoid products on Shopify at happyflower.io. The range is split into several product worlds: flowers, hash, vapes as disposable and cartridge versions, edibles such as gummies and chocolate, and joints, each in many varieties and pack sizes. The shop sells only to adults aged 18 and over and delivers within Germany and the EU.
The challenge
In this range, products differ less by category than by detail: product type, variety, format and pack size. Whoever buys a cartridge vape later needs a matching cartridge, not a disposable. Whoever always orders flowers in a certain size is looking for another variety in the same format next time, not edibles. And the range changes constantly, with new varieties arriving and others running out.
A newsletter to everyone shows everyone the same products. A bestseller logic recommends what sells most overall, regardless of what the individual customer orders. Maintaining fixed rules by hand for every combination of product type, variety and size isn’t feasible with this much change.
The use case: cross-selling and inspiration
Avys reads the catalogue and purchase history from Shopify and understands each product with its type, format and size. That drives two occasions:
Cross-selling after the purchase. Whoever orders a cartridge vape is offered matching replacement cartridges instead of a random top seller. Whoever buys edibles sees other edibles in different versions, such as chocolate instead of gummies, and no items from a product world they have never bought from.
Inspiration without a current occasion. For customers who haven’t ordered in a while, Avys picks from the current range what follows on from their previous purchases. Whoever has bought flowers in a certain pack size sees new varieties in exactly that size.
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
117× 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.
