Over a decade ago, Goodrays founder Eoin Keenan wrote one of his first University papers on ‘International Cannabis Policy’ calling for legalisation, social reform and proper research funding. Since then, Eoin has spent the better part of a decade working with industry-leading consultants, Prohibition Partners and Cannabis Europa, to help open up new cannabis ventures and push forward regulatory change across the globe.
Having found the world’s best growers, advised on the world’s best products and researched the most fascinating cannabis flavours, he got together with an equally dedicated team of creators, entrepreneurs and artists to launch Goodrays in 2016.
Goodrays has since grown into a portfolio of products like gummies, oils, and drinks, and are distributed nationally in retailers like Tesco, WHSmith, and Waitrose.
Goodrays had a focus on encouraging more customers to come back after their first order, as repeat-revenue was a core metric for the business to scale. However, it was tricky to predict when those customers were best targeted to come back and how to make that journey as seamless as possible. Goodrays knew there was a big opportunity here as their product range expanded and they acquired more one-time customers, as the impact of more customers coming back compounds over time. Even a small increase in conversion here could be really impactful on their focus to increase repeat revenue moving forward.
Prior to Relo, Goodrays had a standard Klaviyo Replenishment flow in place. However, this didn’t really help solve the issues mentioned above in regards to predicting the best time to target customers and making the journey easy. The flow itself targeted customers on a blanket timeframe of 30-days, which didn’t necessarily relate to the specific product usage of customers that could vary greatly.
In addition, once that customer clicked through on the CTA, they were taken back to normal customer journey from product page, through cart page and to a new checkout. Both of these items together meant that there was a lot of revenue left on the table for Goodrays to make use of, and enable more of their customers to come back.
Goodrays used Relo’s unique predictive reordering functionality to target their customers at the exact right time based on their order history. This builds on the work Goodrays had already done with Klaviyo to increase their repeat rates. For example, if I had ordered multiple of a SKU that has a long usage pattern, my engagement from Goodrays would be very different from if I had only ordered one single SKU that had a fast replenishment cycle.
Firstly, Goodrays synced Relo to their Shopify to automatically generate predictions for when their customers were likely to need to replenish their products. These predictions were built on a per customer basis, taking into account the product each customer ordered previously, the amount of product order, the number of orders they’ve had previously and any seasonality changes. Here's an example of anonymised predictions:
Relo then automatically synced those predictions straight to Goodrays Klaviyo dashboard, immediately making them actionable and driving revenue straight away:
Here’s an example of a Goodrays email that included a specific customer prediction linked to the trigger above. Each product offering is customized to each customer, as shown on the right hand side of the Klaviyo preview:
Lastly, Goodrays added Relo’s unique Magic Cart Feature to reduce all friction for a customer to purchase. Magic Cart is a hyper-optimized mobile-first landing page that is personalized to each individual customer and included in the CTA of each email or SMS prediction sent (example above). Magic cart is:
1. Mobile first
2. Pre-loaded with the customers last order
3. Personalized with add-on product recommendations
4. Connected to a pre-loaded Shopify checkout.
5. Customized in a few clicks to your brand
Here’s an example of a Magic Cart from a Goodrays customer Jo, including their previous order, new product recommendations, and a link to checkout in 2 clicks:
With these changes, Goodrays was able to dramatically increase their repeat revenue and Klaviyo efficiency. Not only did they achieve a 6x ROI, but their replenishment flow became their top performing Klaviyo flow.