Rituals: Turning Abandoned Carts into Conversions
With real-time visibility into customer behaviour, Rituals can now track, analyse, and act on abandoned carts the moment they happen.
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The Challenge
Rituals was facing a familiar challenge in e-commerce: many customers were adding products to their carts but leaving without completing the purchase. These abandoned baskets represented lost revenue, but the real limitation was in the data. The team couldn’t easily see which carts were later converted into orders, because website data was only synced once daily. That 24-hour delay made it impossible to act while the customer’s interest was still fresh.
The result was a missed opportunity to reengage customers at the right time, when a simple, timely reminder could make the difference between an abandoned cart and a completed sale.
The Goal
The goal was to turn those abandoned carts into conversions by acting faster and more precisely. Rituals wanted to follow up with registered customers in a way that felt timely, relevant, and respectful.
That meant reaching out only when certain conditions were met, avoiding unnecessary communication, and giving customers control over their contact. The team needed a more flexible and responsive approach, one that could connect marketing actions with real-time customer behavior.
About our customer
Founded in 2000 by Dutch CEO Raymond Cloosterman, cosmetic brand Rituals has grown excessively; from one store in the Kalverstraat in Amsterdam to more than 800 stores, 1500 shop-in-shops, and four urban wellness centers in 27 countries all over the world. Rituals has expanded into the U.S., Asia, and other territories and continues to compete with more well-established brands, so delivering a superior shopping experience is vital. The company has evolved into an omnichannel retailer with significant online sales, and its results speak for themselves.
The retail company offers a combination of home and body cosmetics in their stores and on their website rituals.com. Rituals unite advanced technology with ancient far Eastern rituals to present a range of affordably priced products that turn everyday routines like bathing and shaving into meaningful rituals
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The Solution
Crystalloids helped Rituals move from a delayed, batch-based data process to a real-time setup that makes abandoned cart recovery much more effective.
We designed a solution that captures customer activity directly from the website and mobile application and makes that data instantly available for both engagement and analysis.
When a basket is left behind, the system determines whether a follow-up is needed and immediately makes that information available to the email platform. If the customer later completes the purchase, the system updates the status so the conversation stops automatically, so no manual work is needed.
All customer activity is also made available for analysis behind the scenes. Rituals’ teams can explore the data, track outcomes, and continuously improve the process. The setup is fully scalable, privacy-compliant, and built using modern cloud-native tools.
What used to be a manual and reactive process is now streamlined, automated, and based on up-to-date behavior, giving the marketing team the confidence to act quickly and appropriately.
The Result
Rituals now has full visibility into customer behaviour around abandoned carts and a clear way to act on it.
What changed is not just the speed but the quality of engagement. Using the latest data, the marketing team can reach the right customer at the right moment.
Engineering teams can generate real-time reports and performance insights, helping the business understand what’s working and where there’s room to improve.
By modernising this key part of the online customer journey, Rituals has unlocked a new opportunity to grow revenue and improve experience without overcommunicating or relying on outdated information.
Crystalloids helped bring that capability to life by building a fast, flexible, and scalable system.
