Right product, right moment: how Kissed Earth lifted AOV +24%

When Rachael Finch launched Kissed Earth in 2019, the range was small and the mission was simple: superior-quality, natural wellness products you can rely on.

Seven years later, that mission hasn't changed, but the catalog has. Founded by the health coach, yoga teacher and TV presenter alongside husband Michael Miziner, the Australian brand has grown into a full wellness range: collagen, greens, protein, vitamins, mushrooms, skincare, haircare, and more. Over 60 million sachets sold, 150,000+ customers, and 27,000+ five-star reviews.

That kind of growth is a good problem to have but it's also a merchandising challenge.

"Customers don't tend to shop in the same way we organise our product catalogues," said Amy Goodsell, COO at Kissed Earth. "Kissed Earth has expanded its range of products dramatically in the last few years, so Rebuy provided a great opportunity for us to display relevant products at the right time in their shopping journey."

Rachael Finch, co-founder of Kissed Earth

Challenge: a growing range, and no clean way to guide shoppers

As Kissed Earth's range expanded, the on-site experience couldn't keep pace with it. The team wanted to improve conversion, AOV, and customer lifetime value, but the tools weren't there

"We couldn't display cross-sells or upsells in a way that was nice and clean," Amy said.

There was a second gap, too, and it was becoming more important by the month. As subscriptions moved to the center of the business, Kissed Earth had no way to promote them, or Buy More Save More offers, on-site, at the moments that mattered.

Strategy: hand-selected recommendations, plus a little help from AI

Kissed Earth's approach to Rebuy came down to a philosophy: the right product, at the right moment, without the friction.

The team built thoughtful cross-sells and post-purchase offers for all of their top-selling products then let Rebuy's AI extend that logic across the rest of the catalog.

"We have implemented thoughtful cross-sells and post-purchase offers for all of our top-selling products, but we also lean on the AI element of Rebuy, allowing it to showcase the products it thinks shoppers will be interested in," Amy said. "It's the best of both worlds."

Supplement shoppers usually know the result they want, not the product that gets them there. So Kissed Earth leaned into goal-based prompts and curated bundles to point the way.

"Prompts like 'Get your best ever skin' when offering upsells, or hand-selected product bundles, are a great way for us to guide customers into products that are right for them and their wellness goals," Amy said. "The hand-selected cross-sells and upsells allow us to get really granular in making relevant recommendations based on what the customer is shopping for."

The result is a shopping experience that spans the whole journey across product discovery, cart, checkout, and post-purchase rather than leaning on any single moment.

Results: relevance that shows up in the numbers

Over 60 days, here’s how Rebuy delivered for Kissed Earth:

• +24% higher AOV on Rebuy-assisted orders
  
• Nearly 1 in 3 orders assisted by Rebuy
• Revenue driven across the customer journey: from Buy More Save More offers and cart cross-sells to product discovery on PDPs

For Amy, the numbers point to one thing.

"For me, it indicates relevance," she said. "Over the years, we've trialled a lot of different messaging and integrations, but none have allowed us to get so granular and deliver the right message at the right time without causing friction. That's what I love about Rebuy — it's seamless and complements the customer experience without feeling pushy or salesy."

A partnership, from day one

Ask Amy what tipped the decision toward Rebuy, and the answer is short: "Everything. The intuitive interface, and the support team, both got us over the line."

That support didn't stop at onboarding.

"The Rebuy team has been responsive and hands-on since day one," Amy said. "They have always made time to walk us through implementations and assist us with support calls or videos as we work in the platform. I love the way the team has brought suggestions and recommendations around how we can implement new features as they've been released."

What's next: leaning into subscription

Kissed Earth sells daily-use supplements in monthly packs, making them a perfect fit for a subscription program that feels rewarding rather than pushy for customers.

"As a business, we're leaning into subscriptions this year," Amy said. "It makes sense, as many of our products are supplements intended for daily use, and packed in monthly volumes. Rebuy provides us with the opportunity to focus on pushing customers towards subscriptions while making it feel like a convenient and value-driven offer."

Her advice for other brands weighing it up?

"I'd absolutely recommend Rebuy, particularly for ecommerce brands looking to increase AOV and get more value from the traffic they're already acquiring," Amy said. "For us, it's been much more than an upsell tool — it's helped us create a more personalised and intuitive customer journey."

Since bringing Rebuy on board, Kissed Earth has boosted AOV by over 24% and driven revenue across the customer journey with Buy More Save More offers, cart cross-sells, and upsells on PDPs

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