37× ROI: Naturzeit completes every gear purchase with what is still missing on the mountain and introduces the right new arrivals
37× Return on Investment
The shop
Naturzeit from Ludwigsburg has been selling outdoor equipment, clothing and footwear since 2009, online and in a store in Ludwigsburg’s city centre. Alongside jackets, backpacks, sleeping bags and tents, it carries specialist ranges for climbing and mountaineering, ice and snow, avalanche safety, cycling and kids. The shop lists more than 150 brands, including Mammut, Arc’teryx, Deuter, Black Diamond, Salewa, Meindl and Pieps.
The challenge
On the mountain, gear belongs together by function. Anyone heading off-piste in winter needs a transceiver, probe and shovel, all three of them. Anyone starting to climb needs a belay device, carabiners and a helmet alongside the harness. On top of that come sizes, genders and fields of use, from day hikes to high alpine tours.
In a range this broad, a bestseller logic always shows the same few items, whether someone bought kids’ shoes or an ice axe. Promotional newsletters to everyone don’t respond to any single purchase. And building flows by hand for every category and every brand is not a realistic option with more than 150 brands.
The use case: cross-selling and Fresh Finds
Avys reads the product data from Shopware and understands every product with its purpose.
Cross-selling that completes the kit. Whoever buys an avalanche transceiver such as the Pieps Powder BT on its own is shown the avalanche probe and shovel still missing from the emergency kit. Whoever orders a climbing harness sees a belay device, carabiners and a climbing helmet instead of more hiking jackets.
Fresh Finds for their own discipline. Avys introduces new products to the customers whose purchases they fit. A new ski touring jacket goes to customers who bought avalanche gear, new climbing equipment to those who climb.
Copy, product selection and timing are created for each customer individually, without the team maintaining flows for it.
The result
37× 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.
