43× ROI: Vollmer's only recommends snacks that fit the protein source in the bowl and sends reorder reminders before the bag runs out
43× Return on Investment
The shop
Vollmer’s is a family business from Spenge in East Westphalia that has been making pet food for more than 50 years, with regional ingredients and in its own plant. The range is deliberately compact: dry food for dogs, grain-free recipes and recipes for sensitive stomachs such as duck with potato, turkey with potato, lamb and rice or venison and salmon, plus cat food and snacks such as tripe or horse meat chews.
The challenge
In a small range, the difficulty isn’t breadth but detail. Many customers choose their food because their dog tolerates only one particular animal protein. Duck with potato relies on duck as the only animal protein, the tripe is pure beef, lamb and rice combines lamb with poultry. Recommending the wrong snack puts exactly the protein into the bowl that the customer wants to avoid.
Bestseller logic doesn’t know this difference and recommends the most popular snack to everyone. A fixed reminder flow doesn’t know whether a small or a large dog is emptying the bag.
The use case: cross-selling and refill
Avys reads ingredients and product descriptions from Shopware and understands each food with its protein source, grain content, breed and pack size.
Cross-selling that stays tolerable. Whoever buys duck with potato gets no recommendation for beef tripe, because that would add a new animal protein source. Instead, Avys suggests what fits with the duck and explains why in the email. Whoever already feeds a mixed recipe such as Holistic sees a broader choice of snacks.
Refill on the consumption rhythm. From recipe and pack size, Avys estimates when the supply is likely to run out and reminds the customer of exactly that food, with price and base price per kilogram.
Copy, product selection and timing are created for each customer individually.
The result
43× 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.
