21× ROI: mah-ATN pairs every upholstery material with the right accessories and turns sample cards into material orders
21× Return on Investment
The shop
mah-ATN from Haar near Munich traces its roots back to 1810 and today supplies upholstery materials for projects in contract interiors, marine and boats, mobility and automotive, medical and outdoor. The range covers vegan and synthetic leather, genuine leather, contract fabrics for indoor and outdoor use, cork, films and carpets, plus accessories such as adhesives and tools. Many collections, such as Senso, are also available as sample cards. The shop is available in German and English.
The challenge
A materials range for professionals follows different rules than a consumer goods shop. Whether a synthetic leather suits a project depends on its use: a boat cushion needs different properties than a treatment couch or a hotel armchair, such as outdoor suitability, flame retardancy or an antibacterial finish. Then there is the typical sequence: first samples, then the order.
A bestseller logic knows neither the purpose nor this sequence. It recommends the same items to a boat builder as to a furniture maker. Maintaining rules by hand for more than a hundred collections, their properties and the matching accessories is not feasible.
The use case: cross-selling
Avys reads the product data from Shopware and understands every material with its field of application and its properties.
Accessories that fit the material. Whoever buys an outdoor-rated synthetic leather for marine use is shown adhesive and tools suited to that material and that use, and further materials for the same application instead of fabrics for interiors.
From sample card to material. Whoever ordered the Senso sample card is then introduced to the material from that collection, along with a note that customer service can help with any questions about the choice. That turns sampling into the next project step.
Copy, product selection and timing are created for each customer individually, in the factual tone that mah-ATN’s professional customers expect.
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.
