How Furio sold accessories to customers who had just bought a camera
Overview
Furio is an online electronics store. Someone who has just bought a camera is about to need a lens, a bag and a spare battery, but the follow-up emails arrived between order confirmations and shipping updates, and few people opened them.
Yotru sent every new camera buyer a postcard a week after delivery: their first name, an offer on accessories, a 10% code and a unique QR straight to accessories that fit their camera. We handled design, print and mail, and sent every scan back to the team.
The challenge
Accessories after a camera purchase were Furio's highest-margin orders, but the post-purchase emails drowned in transactional mail. The team needed a follow-up that stood apart from the inbox and arrived at the right moment.
The solution
- Selected customers who had bought a camera in the previous two weeks.
- Designed a card with the buyer's first name, an accessories offer and the code CAMERA10.
- Linked the unique QR on every card to accessories that fit the camera that customer bought.
- Timed each card to arrive about a week after delivery, once the camera was out of the box.
The result
- 800 cards mailed to new camera buyers.
- 18% of recipients scanned their unique QR code.
- 84 accessory orders placed with the card's code.
- Scans showed which buyers were still shopping, so the email flow followed up with them only.
“Our post-purchase emails were competing with shipping updates. The card arrived when people were actually using the camera, and that is exactly when they want a lens.”
Arriving once the camera is out of the box
A week after delivery, the buyer has taken the first photos and found out what is missing. That is when the Furio card arrived, with their first name and 10% off lenses, bags and spare batteries.
No inbox to compete with, no shipping update sitting on top of it.
A QR that knows what they bought
Every QR was unique to one customer and opened accessories that fit the camera they had just bought, with the code already applied.
Furio approved the design once. Yotru printed and mailed each card on time, and sent the scans back to the team.
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Zaki Usman
Co-Founder
