30× ROI: ROMNEY'S supports dummy training with the right gear and reminds dog owners about chews before they run out
30× Return on Investment
The shop
ROMNEY’S from Bad Münder am Deister was founded in 1994 by Beate and Gereon Ting, out of a passion for dogs and especially retrievers. The shop is aimed at active dog owners: dummies and gear for dummy training, ACME whistles and whistle lanyards, slip, leather and tracking leads, collars, dog beds such as the MedBed, care products and chews, plus waxed jackets and outdoor clothing. Alongside branded products, ROMNEY’S carries its own products such as dummies, handmade whistle lanyards and dog beds.
The challenge
In dog training, products belong together by training stage. A young dog starts with a light junior dummy, later come standard dummies, fur and bird dummies, a whistle and a lanyard. Someone buying a dog bed, on the other hand, needs nothing for training. And only a small part of the range is reordered regularly, mainly chews such as rabbit or deer ears.
A bestseller logic recommends the same popular items to everyone, whether a puppy has just moved in or an experienced retriever is in training. A reminder flow for all products would also remind people about leads and jackets that nobody reorders after a few weeks.
The use case: cross-selling and refill
Avys reads the product data from Shopware and understands every product with its purpose in training and everyday life.
Cross-selling along the training path. Whoever buys the ROMNEYS 250 g junior dummy is shown an ACME whistle and a matching lanyard, later the 500 g standard dummy or the feeding dummy as the next step. Whoever orders a waxed jacket sees outdoor clothing and gear for outside instead of training dummies.
Refill for consumables only. Avys specifically reminds customers about chews when, based on the ordered quantity, they are likely to run out, and names exactly the kind bought last. Dummies, leads and beds are left out.
Copy, product selection and timing are created for each customer individually, in the personal tone dog owners know from ROMNEY’S.
The result
30× 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.
