Topic covered
CUSTOMER STORIES
How Hair Drama Co. Increased AOV by 13.92% with Anphonic
Hair Drama Co. partnered with Anphonic to enhance product discovery and drive higher-value purchases, achieving a 13.92% increase in Average Order Value, influencing 37.97% of total orders, and generating 12.22% of total revenue through personalized experiences.
Results
13.92% increase in AOV through personalized experiences
37.97% of total orders influenced by Anphonic
12.22% of total revenue generated through personalization
50.22% of revenue driven by Product Discovery
Use Cases
AI-powered recommendations helped users explore relevant products, driving cross-category purchases and increasing basket size.
Smart Search-led personalization enabled users to find the right products faster, improving conversion rates.
Cart Upsells encouraged users to add complementary products.
Personalized Recommendations for Returning Users increased repeat purchase value.
Industry
Beauty & Personal Care
Hair Drama Co. is a haircare-focused D2C brand offering targeted solutions for modern consumers. With a category driven by discovery and product suitability, helping users find the right products is critical to driving conversions and increasing basket size.
Challenge: Driving Discovery-Led Growth in Beauty
Hair Drama Co. operates in a category where customers often need guidance before making a purchase.
Unlike impulse-driven categories, haircare involves:
- High consideration and product research
- Multiple product combinations (shampoo, serum, mask, etc.)
- A need for personalized recommendations
The brand’s key objectives were to:
- Improve product discovery across the catalog
- Increase AOV through complementary purchases
- Influence more orders through personalization
- Reduce friction in product selection
They needed a solution that could guide users effectively while increasing basket value.
Strategy: Personalization Across Discovery and Search
Anphonic was implemented across the early and mid stages of the customer journey, focusing heavily on discovery and search.
By leveraging behavioral signals, Anphonic enabled:
- Personalized product recommendations during browsing
- Smart search results tailored to user intent
- Contextual upsells across the journey
This ensured users were guided toward the right products while being encouraged to purchase more.
Key Approaches
Product Discovery
Product discovery contributed 50.22% of total revenue, making it the most impactful lever.
AI-driven recommendations helped users explore relevant products, increasing cross-sell opportunities and basket size.
Cart Upsells
Cart-based recommendations contributed 24.63% of revenue, driving incremental value at checkout.
Smart Search
Search-led personalization contributed 13.62% of revenue, improving product findability and conversion efficiency.
Rebuy Product Recommendations
Returning users contributed 8.46% of revenue, driven by personalized product suggestions.
Dynamic Bundles
Bundles contributed 3.06% of revenue, supporting multi-product purchases.
Results: Measurable Impact
Within a short span, Hair Drama Co. saw a clear shift in customer behavior:
- Increased product exploration across categories
- Higher AOV driven by complementary purchases
- Strong order influence through personalized journeys
- Discovery emerged as the primary revenue driver
The results highlighted the importance of guiding users early in the journey for better outcomes.
Impact: Turning Discovery into Revenue
Anphonic enabled Hair Drama Co. to transform browsing into a high-impact revenue driver.
Instead of relying purely on intent, the brand increased revenue by:
- Guiding users toward the right products
- Encouraging multi-product routines
- Personalizing discovery and search experiences
This resulted in higher basket sizes and improved conversion rates.
Looking Ahead
With strong gains in AOV and order influence, Hair Drama Co. can expand personalization into:
- Routine-based bundling (haircare regimes)
- Post-purchase recommendations
- Subscription and repeat purchase journeys
FAQs
1. Did Hair Drama Co. rely on discounts for growth?
No. Growth was driven through personalization and discovery-led recommendations.
2. Which feature contributed the most revenue?
Product Discovery was the highest contributor, driving 50.22% of revenue.
3. Why is discovery important in haircare?
Because users need guidance to find the right products for their specific needs.
4. Did personalization improve user experience?
Yes. It reduced decision fatigue and made product selection easier.
5. How quickly were results visible?
Results 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
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