How Marelia Offers the Same Style in a New Colour, or Something That Goes With It

Most post-checkout upsells suggest something new, like a bag to go with a dress. Marelia does it differently.

When they looked at their order history, they spotted a pattern. Shoppers often came back to buy the same dress in another colour or picked something that went well with their first purchase.

So now, when a shopper buys a black babydoll dress, the thank-you page shows the same style in red, white, or lilac instead of a different dress. Same style, same fit, just a colour they don't own yet.

But not every style comes in multiple colours. When a shopper buys a style available only in black, the offer switches to related products that go well with what they just bought.

The problem

Marelia sells dresses, boots, and lingerie, with many styles available in several colours and some in just one.

They wanted the thank-you page to show the same style in a different colour right after checkout. But there were a few things to account for:

• The offer had to exclude the colour the shopper had just bought.
• Styles available in only one colour needed a different offer.
• One order could include both product types.

Why the usual setup didn't work

Generally, upsell setups suggest other products. There wasn’t a way to tell the offer, “Show the exact item the shopper just bought, but in a different colour.”

Without that rule, the offer could end up showing the same dress in the same colour the shopper had already purchased, which didn't make much sense.

For styles available in only one colour, the store was using Shopify’s related products. But those recommendations weren't always connected to what the shopper had actually bought, so the offer could feel less relevant.

How we set it up

We set up two thank-you page campaigns. Product tags decide which campaign each item goes into, and both can appear on the same page. 

Both campaigns use the same message and a 30% discount that applies only on the thank-you page.

What shoppers see now

Here’s how it works in a real order. Say a shopper buys these three items:

• A plus-size mesh babydoll with heart print, in green.
• Chunky double buckle Mary Janes, in black.
• A lace bodysuit with a front opening and straps, which only comes in black.

The babydoll and the Mary Janes come in several colours. The bodysuit doesn’t. So on the thank you page, the shopper sees:

• The babydoll in every other available colour.
• The Mary Janes in every other available colour.
• Three related products that go well with the bodysuit.

Each item gets the offer that makes sense for it, all on one page, without the shopper ever seeing a colour they already own.

See how the thank you page offer works. 

Is this right for your store?

This works well if your shoppers often buy the same item again in another colour, shade, or finish.

Think:

• Clothes, shoes and bags in many colours
• Makeup with lots of shades
• Home decor in different colours or finishes