129× ROI: Lush recommends bath and body by scent, face and hair by effect
129× Return on Investment
The shop
LUSH (Switzerland) AG from Zug runs the Swiss Lush online shop in German, French and Italian, plus 21 stores across Switzerland. The range is organised into bath, shower, face, hair, body, fragrance and gifts, from bath bombs, bubble baths and jellies through shampoo, conditioner and face masks to body lotion, perfume and scented candles. A large part of it is seasonal or limited, for example around Christmas.
The challenge
At Lush, products belong together for very different reasons depending on the product world. In bath and body, scent decides: someone who loves Snow Fairy is more likely looking for more products with that scent than for just any other shower gel. In face and hair, effect decides: skin type, hair needs and care routine. On top of that come seasonal products that are only available for a few weeks, and three languages.
A customers also bought rule only works here for the bestsellers. For seasonal or less popular products it finds no sensible recommendations, and it doesn’t distinguish by scent or effect anyway. Building flows by hand for every scent family and every care need in three languages is not realistic.
The use case: cross-selling and refill
Avys reads the product data from Shopify, including the scent, usage and care-need details that Lush maintains anyway.
Cross-selling the way the stores advise. Whoever buys the Rose Jam shower gel is shown products from the same scent family, from bath products to a body spray. Whoever orders a shampoo for dry hair sees a conditioner and a hair treatment with the same effect, not a bath bomb.
Refill on the consumption rhythm. Shampoo, deodorant or face cream get used up, a scented candle or a gift set does not. Avys recognises which products get reordered, estimates the timing and reminds customers of exactly the product that will soon be empty.
Copy, product selection and timing are created for each customer individually, in their language and in Swiss spelling.
The result
129× 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.
