Setting the Next-Action
Standard in Beauty
How Escentual, the UK's premium beauty and fragrance retailer, partnered with Replenit to elevate how and when they engage customers — achieving 40X+ ROI through strategic AI collaboration.
UK's Premier Beauty & Fragrance Retailer
Escentual is a premium UK beauty and fragrance retailer known for deep category knowledge, strong brand partnerships, and a loyal, repeat-driven customer base.
“They do not optimize for short-term bursts. They optimize for durable growth.”
Defining the Right Action for
Every Customer
Escentual didn't ask how to automate. They asked how to make every decision more intelligent.
Define the Right Action
How do we define the right action for every customer? Combining SKU-level nuance with behavioral intelligence.
Improve Timing
How do we improve timing without increasing noise? Precision over volume, signal over spam.
Behavioral Intelligence
How do we combine SKU-level nuance with behavioral intelligence at scale across the entire product portfolio?
Preserve Brand Integrity
How do we use AI while preserving brand integrity? Premium positioning requires sophisticated guardrails.
Built on Partnership, Not Just Implementation
This was not a one-sided implementation. It was a structured collaboration built on clear requirements, iterative development, and continuous feedback.
Requirements & Vision Alignment
Escentual defined the experience principles. What should the customer journey feel like? What signals matter? Where should AI augment, not replace?
Iterative Model Development
Replenit translated experience principles into adaptable decision logic. Extended historical order patterns and SKU-variant level behavioral variance were incorporated.
Guardrails & Brand Protection
Together, the teams enhanced advanced exclusion rules, user-sensitive filtering, and edge-case handling — ensuring AI outputs reflected Escentual's premium positioning.
Continuous Improvement Loop
Monitor live performance → Collect structured feedback → Adjust models & thresholds → Deploy improvements → Re-evaluate outcomes. The system never remained static.
Data & Model Evolution
As the collaboration progressed, the intelligence layer matured continuously. Each iteration brought deeper contextual accuracy and reduced assumption-based logic.
Extended Historical Patterns
Deep order history analysis for richer behavioral context
SKU-Variant Level Variance
Granular behavioral analysis at the variant level
Advanced Exclusion Rules
Sophisticated guardrails for premium brand protection
Model Self-Enrichment
Continuously learning and enriching from its own outputs
High-SKU Complexity, Handled by AI
From fragrance to skincare, makeup to wellness — the AI Decision Engine manages every product category with SKU-level precision.
Behavior-Driven Customer Engagement
Every communication is timed by the AI Decision Engine. The model analyzes individual purchase patterns, product consumption rates, and behavioral signals to determine the perfect moment to engage each customer.
From Campaign Tool to Strategic Infrastructure
The 40X+ ROI demonstrates commercial strength. The more durable outcome is structural: a scalable, intelligence-driven engagement framework.
Static → Adaptive
Escentual moved beyond fixed intervals into behavioral precision. Every decision is now data-driven, not calendar-driven.
Volume → Relevance
Lower noise. Higher signal. Stronger trust. Every communication earns its place in the customer's inbox.
Automation → Infrastructure
AI is now embedded as a strategic layer, not a campaign tool. It's an evolving intelligence advantage.
A Disciplined Improvement Rhythm
The intelligence system did not remain static. It evolved alongside the business through a structured feedback loop.
"I am thoroughly impressed with Replenit for several reasons. Their alignment with our vision was immediately apparent, making the decision to work with them a natural choice. Particularly, their capability to handle complex data sets and develop customized solutions to meet our specific requirements has been outstanding."
An Evolving Intelligence Advantage
The 40X+ ROI is compelling. But the real achievement is collaboration. Escentual didn't adopt AI passively — they shaped it.
Through structured collaboration, expanded data intelligence, refined methodology, and strong brand guardrails, they built a next-action framework that supports customer trust, repeat alignment, and sustainable performance.
This is not a one-time uplift. It is an evolving intelligence advantage.
“We were dreaming about an automated solution that could cover all of our products and customers and Replenit jumped in with a fully automated and full coverage of our product portfolio.”
“I am thoroughly impressed with Replenit for several reasons. Their alignment with our vision was immediately apparent, making the decision to work with them a natural choice. Particularly, their capability to handle complex data sets and develop customized solutions to meet our specific requirements has been outstanding.”
CASE STUDIES
Mumzworld Unlocked 42X ROI with Replenit's AI Decision Engine
ebebek's Strategic AI Transformation with Decision Intelligence
L'Occitane Elevates Post-Purchase Revenue by 235%
Glosel Increase Marketing Automation Revenue by 53%
IBOOD, From Zero to 6.3% Revenue Share in 54-Day
Faith In Nature Drives 12.71% Total Revenue With Replenit
Ovabalance Grows Repeat Revenue 340% With Decision Engine
Farmex Achieves a 12X Conversion Boost With Replenit
Kito Pet Achieves 14X ROI With 1-Day Shopify Integration
Recognized by Industry Leaders
Ready to build your
intelligence advantage?
Transform from campaign-driven triggers to intelligent decision-driven engagement. Partner with Replenit to define the next-action standard for your brand.