Obvi Increased Cart Recovery Conversions by 14% With Monocle
By personalizing offers with AI instead of using blanket discounts, Obvi lifted conversions while protecting average order value.
13%
lift in conversion rate
13.7%
increase in net sales per user
<1%
average discount increase
about
Obvi launched in 2019 with the goal of making collagen supplements more approachable and fun for a new generation of consumers. With bright, playful packaging and nostalgic flavors like Fruity Cereal and Cocoa Cereal, Obvi quickly stood out in a crowded wellness market by making health feel accessible and enjoyable. In just a few years, the brand has grown into an eight-figure DTC business. Beyond collagen powders, Obvi has expanded into protein, superfoods, and other health supplements, building a community of loyal customers who trust the brand for both effectiveness and taste.
The Challenge
One-Size-Fits-All Cart Retention
Like many fast-growing DTC brands, Obvi struggled with high cart and checkout abandonment. Their recovery emails relied on a blanket discount, but it wasn’t clear whether the incentive was too much, too little, or even necessary at all. Some shoppers may have completed their purchase anyway—leaving the team unsure if they were winning conversions at the cost of lost margin.
Obvi needed a way to personalize cart abandonment outreach that could lift conversion while protecting profitability, instead of relying on one-size-fits-all offers.
The Solution
Using AI to Know Who Really Needs an Offer
Obvi worked with Monocle to move away from one-size-fits-all cart recovery and test a smarter approach. Instead of sending the same blanket discount, Monocle’s AI looked at each customer’s behavior—things like purchase history, time spent on site, and how they engaged with product pages—to decide whether to send an offer, what size it should be, and when to send it.
Once the model was validated in testing, Obvi rolled it out across their abandonment flow through Sendlane. Every email now carried an offer tailored to the individual, automatically applied and updated in real time. For the Obvi team, this meant they no longer had to guess who needed a discount or risk giving away margin—they could let Monocle handle the complexity while focusing on broader growth initiatives.
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The Results
13%
lift in conversion rate
13.7%
increase in net sales per user
<1%
average discount increase
The Results
Higher Conversions Without Hurting AOV
Obvi wanted to improve cart recovery performance without eroding margins. With Monocle, they were able to do just that.
By personalizing offers based on each shopper’s behavior, Monocle lifted conversion rates while keeping average order value steady—proving that smarter incentives don’t have to mean heavier discounting. The result was a clear increase in net sales per user and meaningful revenue lift for the business.
Encouraged by the impact on cart abandonment, Obvi is now expanding Monocle into churn prevention and winback flows to drive even more value from their existing customers.
