29× ROI: Hobbybäcker recommends the right equipment for every baking project and wins customers back on their own buying rhythm
29× Return on Investment
The shop
For 25 years, Hobbybäcker in Herzlake has supplied home and cake bakers with ingredients and equipment. The range runs from bread and rolls through cakes and gateaux, ice cream, pralines and desserts to cake decorations, spices and flavourings, baking equipment and ranges for themes and occasions, with brands such as Barry Callebaut, Valrhona, Carma, FunCakes and Nordic Ware. Recipes complement the shop.
The challenge
Hobbybäcker’s customers bake very different things. Bread bakers need baking mixes and proofing baskets, character cake makers need rolled fondant, flower paste, food colours and cake boards. And buying rhythms are far apart: some reorder flour and mixes every month, others only buy ahead of birthdays, weddings or Christmas.
Classic automations hit their limits here. A bestseller recommendation shows the bread baker the same couverture as the cake artist. A win-back flow with a fixed deadline writes to the occasion baker although they simply aren’t due yet, and notices too late when a regular stays away.
The use case: win-back and cross-selling
Avys reads the product data from Shopware and understands each product with its role in a baking project. That drives two occasions:
Win-back on their own rhythm. Avys doesn’t measure inactivity against one fixed deadline for everyone but against each customer’s own buying rhythm. Someone who usually orders a bread mix such as Emmer-Quinoa every month counts as overdue sooner than someone who buys cake decorations twice a year. Only then does Avys write to them, with products from exactly their area of baking.
Cross-selling after the purchase. Whoever orders rolled fondant doesn’t get random bestsellers but what the cake still needs: cake boards, flower paste or food colours. Whoever buys Valrhona or Barry Callebaut couverture sees equipment for pralines and desserts instead of proofing baskets.
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
29× 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.
