177× ROI: Puma Werk recommends hunters, collectors and EDC carriers the accessories that fit their knife
177× Return on Investment
The shop
Puma Werk has been making knives in Solingen since 1769. The range runs from hunting, with Jagdnicker, hunting knives, skinning knives and boar spears, through outdoor and sport, with fixed-blade, pocket, survival and EDC knives, multitools and axes, to collector knives such as annual knives, rarities and straight razors. On top of that come camping and kitchen knives and accessories from HORL roller sharpeners and Tormek sharpening systems to knife stands and wooden cases, spread across the Solingen, IP, TEC, SGB and XP product lines. The shop is available in German, English and French.
The challenge
Knives are bought for very different reasons. A hunter buying a Jagdnicker with a stag horn handle needs something different from a collector ordering the new annual knife, and something different again from someone looking for their first EDC knife. Handle materials such as stag horn, walnut, Pakkawood or G10 need different care, and many knives already come with a sheath.
A bestseller logic ignores these differences and recommends the same few items to everyone. Rule-based flows would have to map them by hand for every knife type, every product line and every handle material.
The use case: cross-selling and Fresh Finds
Avys reads the product data from Shopify and understands every knife with its purpose, equipment and materials.
Cross-selling by purpose. Whoever buys the PUMA jagdnicker nach Frevert isn’t offered a second sheath, since one is included, but a sharpening system such as the HORL roller sharpener and care for the stag horn handle. Whoever orders an annual knife sees a knife stand or a wooden case for the collection instead of hunting accessories.
Fresh Finds for their own world. Avys introduces new knives to the customers whose purchases they fit: a new annual knife to collectors, new hunting knives to hunters, new EDC models to those who carry a knife every day.
Copy, product selection and timing are created for each customer individually, in their language.
The result
177× 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.
