32× ROI: HBN Supplements recommends the right complement to every supplement and sends the reorder reminder when the tub runs empty
32× Return on Investment
The shop
HBN Supplements is the supplement brand of Holger Gugg, run by Holger Gugg Concept GmbH in Oberndorf am Lech. The name stands for the nutrition concept Human Based Nutrition. The Shopify shop sells in-house products in areas such as proteins, amino acids, micronutrients, muscle building and performance, dieting, skin and hair, cognition, digestion and vitality, plus vegan products and accessories.
The challenge
With a focused range, an email to everyone stands out quickly: whoever is always shown the same bestsellers eventually stops reading. Relevance has to come from what the individual customer already uses. On top of that, almost everything is a consumable that lasts very differently depending on the pack: 60 capsules differently from 120, a 240 g tub of powder differently from 700 g of protein.
A fixed reorder flow reminds everyone after the same interval and so misses on most products. A rule that attaches the same top sellers to every purchase overlooks which products belong together by content. Both would have to be built and maintained by hand for every product and pack size.
The use case: cross-selling and refill
Avys reads the product data and short descriptions from Shopify and understands each product with its area of use and pack size. That drives two occasions:
Cross-selling after the purchase. Whoever orders Creatine+ doesn’t get random bestsellers but products from the same training area, such as EAA-Code Powder. Whoever buys Skin Care sees Collagen+ from the skin and hair area instead of a diet protein.
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 Vitamin D+ with 60 capsules is reminded at a different time than someone with the 120-capsule pack of Omega 3. The email names exactly the product to reorder, in the informal tone HBN uses everywhere else.
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
32× 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.
