33× ROI: Pfeifen Shop Online pairs every pipe with the right accessories and reminds customers about filters and cleaners
33× Return on Investment
The shop
Pfeifen Shop Online is a specialist retailer from Chemnitz. The range covers briar, meerschaum and clay pipes, series pipes and one-off pieces from makers such as Peterson, Savinelli, Vauen, Chacom and Rattray’s, plus pipe tobacco, cigars and cigarillos. Accessories form a focus of their own: filters, pipe cleaners, pipe tools, pipe caps, lighters and care products. The shop is available in German and English.
The challenge
With pipes, accessories don’t fit every pipe. Whether a 9 mm filter is needed or none at all, whether a standard cleaner will do or a long reading pipe calls for a 30 cm cleaner, is in the product data of each individual pipe. On top of that, filters and cleaners are reordered regularly, a pipe is not. And many pipes are one-off pieces or can be ordered without being in stock.
A customers also bought rule recommends what was often ordered together, not what technically fits the pipe that was bought. A fixed reminder flow doesn’t know whether someone bought a small or a large pack of filters. Both would have to be maintained by hand for every type of pipe.
The use case: cross-selling and refill
Avys reads the product data from Shopware and understands every pipe with its shape, material and filter system.
Cross-selling by pipe type. Whoever buys a pipe with a 9 mm filter bore is shown matching activated charcoal filters and a pipe tool. Whoever orders a reading pipe sees the long reading pipe cleaners instead of the standard size. Pipes that can be ordered without being in stock stay in the recommendations.
Refill for consumables. Avys estimates when filters or pipe cleaners are likely to run out, taking the pack size into account. The email names exactly the item to reorder.
Copy, product selection and timing are created for each customer individually, in the formal form of address and with enough spacing between emails.
The result
33× 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.
