21× ROI: Kitchen Cabinet finds every collector the next piece from their series and completes every set with the matching item
21× Return on Investment
The shop
Kitchen Cabinet is an online shop for English tableware from Kleinheubach on the Main. The range covers porcelain and stoneware from brands such as Emma Bridgewater, Spode, Royal Albert, Wedgwood, Denby, Portmeirion, Burleigh and Laura Ashley, from plates and mugs through teapots to serving pieces, plus kitchen textiles, placemats and drinking bottles. The shop ships within Germany and internationally.
The challenge
In this range, products belong together by series and pattern. Spode Blue Italian, Burleigh Blue Calico, Portmeirion Botanic Garden or Emma Bridgewater’s patterns are collected and added to piece by piece. Whoever collects one series doesn’t want to see a piece from another, even if it sells well. And whoever already has the plates may be looking for the teapot or serving platter in the same pattern.
Classic automations hit their limits here. A bestseller list shows everyone the same top sellers across all brands. A newsletter for everyone can’t know who collects Royal Albert and who collects Emma Bridgewater. Maintaining rules by hand for every series and pattern would mean building separate flows for dozens of collections.
The use case: inspiration and cross-selling
Avys reads the product descriptions and properties from Shopware and understands each product with its brand, series, pattern and use at the table. That drives two occasions:
Inspiration without a current occasion. For customers who haven’t bought in a while, Avys picks the piece that follows on from their collection. Whoever has bought Burleigh Blue Calico before sees another piece from that series instead of a random bestseller. For products with variants, the email shows the lowest from-price.
Cross-selling after the purchase. Whoever orders Spode Blue Italian plates is offered matching pieces in the same pattern, such as mugs, a teapot or a serving bowl. Whoever buys a Portmeirion Botanic Garden teapot sees cups and saucers from the same series.
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
21× 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.
