Topic covered
CUSTOMER STORIES
How Friends Diaper Increased AOV by 10.01% with Anphonic
Friends Diaper used Anphonic to enhance product discovery and personalized recommendations, driving a 10.01% uplift in AOV. Personalization influenced over 9% of revenue and 11% of orders, enabling growth without relying on discounts.
Results
+10.01% increase in Average Order Value
9.10% revenue driven through Anphonic journeys
11.29% orders influenced by personalization experiences
Use Cases
Personalized product discovery helped users find the right diaper types, sizes, and complementary products.
Smart cart recommendations encouraged add-ons and bulk purchases.
Intelligent bundling increased basket size without relying on discounts.
Industry
Health and Wellness
Friends Diaper, by Nobel Hygiene, is one of India’s leading adult diaper brands, offering high-quality solutions for incontinence care. The brand has been a category leader since its launch and focuses on comfort, leak protection, and ease of use for both men and women.
With over two decades of expertise, Friends Diaper combines advanced absorption technology, skin-friendly materials, and ergonomic design to improve quality of life for its users.
Challenge: Driving Higher Basket Value in a Functional Category
As Friends Diaper scaled its ecommerce presence, a key challenge emerged:
Customers were often purchasing single units or basic SKUs, despite the availability of bundles, variants, and complementary products.
The brand aimed to:
- Increase Average Order Value without heavy discounting
- Improve product discovery across categories and SKUs
- Encourage bulk buying and repeat purchases
- Create a more guided and intuitive shopping experience
The goal: drive higher-value purchases in a necessity-driven category.
Strategy: Personalization Across the Shopping Journey
Friends Diaper implemented Anphonic to introduce AI-led personalization across key touchpoints.
Using real-time behavioral data and product affinity signals, the platform guided users toward more relevant and higher-value purchases.
Key Approaches
1. Personalized Product Discovery
Users were shown relevant diaper types, sizes, and variants while browsing.
2. Smart Recommendations
Dynamic recommendations surfaced frequently bought-together products and alternatives.
3. Cart Upsells
Customers were nudged toward higher pack sizes and add-ons at checkout.
4. Rebuy Journeys
Returning users were encouraged to repurchase or upgrade based on past behavior.
Results: Measurable Uplift in AOV and Order Influence
Within a short optimization window, Friends Diaper saw strong improvements:
- A 10.01% increase in AOV, indicating a clear shift toward higher-value purchases
- 9.10% of total revenue driven through Anphonic journeys
- 11.29% of total orders influenced, showcasing effective personalization
Revenue Attribution Insights
A breakdown of revenue contribution highlights:
- Product Discovery: 37.55% (highest contributor)
- Rebuy Cart: 26.73%
- Dynamic Product Bundles: 26.35%
- Product Add-ons: 6.58%
- Rebuy Product: 2.79%
This reinforces a key insight: discovery-led experiences drive the majority of value.
Impact: Smarter Growth Through Better Discovery
Anphonic enabled Friends Diaper to scale ecommerce revenue while maintaining a premium, functional brand positioning.
Instead of relying on discounts, the brand focused on:
- Increasing product visibility
- Encouraging bulk purchases
- Creating a seamless buying journey
The result: higher AOV, better conversions, and a more intuitive user experience.
Looking Ahead
With strong gains in AOV and personalization impact, Friends Diaper is positioned for continued growth.
Next steps include:
- Subscription and repeat purchase optimization
- Bundle strategy refinement
- Post-purchase recommendations
- Lifecycle-based personalization
FAQs
1. Did Friends Diaper rely on discounts for growth?
No. Growth was driven through personalization and better product discovery.
2. What contributed most to revenue?
Product discovery and recommendation layers drove the highest share.
3. Did personalization affect user experience?
No. The experience remained seamless and intuitive.
4. Is this approach effective for healthcare brands?
Yes. Especially for functional products with repeat purchase behavior.
5. How quickly were results visible?
Improvements were observed within weeks of implementation.
Stay tuned for fresh content
Over 10,000 Shopify brands use Rebuy to create personalized shopping experiences that reduce costs, save time, and drive sales
.png)
.png)
.png)
%20copy.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.jpeg)
.svg)
