The challenge
Like most growing DTC brands, Saffron House relied on email to stay in touch. After every order, customers got a shipping update, a review request and a discount code. Response rates hovered around 3%, and the replies that did come in landed in a shared inbox that nobody had time to answer properly.
The bigger problem was what they couldn’t see. Was the chai too strong? Too sweet? Were people brewing it wrong? Were they buying it as a gift? Without those answers, every follow-up was a guess, and most first-time buyers never came back for a second bag.
What Saru did
Saru opened a conversation over iMessage the day each order was delivered, written in Saffron House’s own voice. Instead of asking for a review, it asked how the first cup went.
When customers had brewing questions, Saru answered them in seconds. When someone said a blend was too strong, it suggested a gentler one and offered a sample. When a customer mentioned the bag was a gift for their mum, Saru remembered, and checked in before Mother’s Day.
Every reply was logged against the customer’s profile, so the team could finally see patterns. Within the first month, they learned that a third of new customers were using oat milk, which shaped their next product launch.
“We went from guessing what our customers wanted to hearing it from them every day. It feels like we finally have a relationship with the people buying our chai.”
Founder, Saffron House
Results
In the first 90 days with Saru, Saffron House saw:
42% reply rate to post-purchase messages, up from 3% on email
+27% retention among first-time buyers
+18% average order value, driven by in-thread upsells to the 12 pack
+33% projected customer lifetime value
In the thread (conversation snippet)
Saru: Your masala landed! First cup yet?
Customer: Bit too strong for me honestly
Saru: Try 1 tsp and steep for 3 minutes. Or the cardamom blend is much gentler. Want me to send a sample?
Customer: ooh yes please
Saru: Done, it’ll ship tomorrow with free delivery ☕