64× ROI: Just Nails sends the reorder reminder when the gel is really used up and recommends what fits the system
64× Return on Investment
The shop
JustNails GbR, based in Deißlingen, sells nail design products. The range is split into HEMA-FREE, gels, APRÉS, shellac, acrylic, starter sets, liquids, nail art, equipment and accessories, with the brands JUSTNAILS, APRÉS Gel-X and NA.KY. The shop runs on Shopware 6 and is available in German, English, French, Italian and Swedish.
The challenge
In nail design, details decide. A set of nails is built in several layers that are used together: base gel, builder or colour gel, finish gel and the matching UV/LED lamp. Whoever cares about HEMA-free products wants HEMA-free recommendations throughout, not just for the first product. And consumption cycles are far apart: a 5 ml colour gel lasts months, while a builder gel used for every set runs out much faster.
Classic automations hit their limits here. A bestseller logic recommends the best-selling gel to a HEMA-conscious customer, whatever it contains. A fixed reorder flow reminds about every product after the same interval, far too early for the colour gel and too late for the builder gel.
The use case: refill and cross-selling
Avys reads the product data from Shopware and understands each product with its role in the build, its fill size and properties such as HEMA-free. 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. Whoever orders Honey Builder CREAM in 5 ml is reminded much sooner than someone who bought a 10 ml Gel Polish Color.
Cross-selling after the purchase. Whoever orders APRÉS Gel-X Tips is offered products that are used with that system instead of random colour gels. Whoever buys the HEMA FREE No Wipe Finish Gel sees more items from the HEMA-free range, and the email highlights that property.
Copy, product selection and timing are created for each customer individually, in the customer’s language. The team doesn’t maintain flows for this, only the range it maintains anyway.
The result
64× 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.
