How Goodrays increased repeat orders by 22% with Relo

Increase repeat orders
Performing Klaviyo Flow
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About Goodrays:

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.

The problem

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.

“Unfortunately, CBD is a heavily regulated industry, not only by the FSA, but a number of banks or payment gateway providers do not accept CBD payments. This means things like subscription payments and traditional paid social are difficult to implement, making repeat purchases a little harder to encourage. We heavily relied on email marketing before Relo, but we weren't able to accurately predict when customers were likely to re-order.”

Henry Colyer, Head of Marketing


How Goodrays solved this using Relo

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:

“Repeat buy from Relo has taken that problem out of our hands and is only getting more efficient at retaining our customers for us. The various tools and integrations with Klaviyo have effectively created a new revenue stream for Goodrays. Once we have subscriptions set up I can see Relo becoming even more important to us.”

Henry Colyer, Head of Marketing


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: 

The results

  • 22% increase in repeat orders
  • 6x ROI
  • Top performing Klaviyo flow

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.

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