Kind Patches

For Kind Patches, 2025 was a breakout year.

“We scaled into a lot more new markets, and it’s been a very exciting journey,” shared Charlotte Hamrin, Head of Ecommerce at Kind Patches.

But with that growth came a familiar ecommerce challenge: how to scale revenue efficiently without putting more pressure on acquisition or compromising the brand experience.

Rather than pushing harder on traffic alone, the Kind Patches team took a step back to rethink how much value they were capturing from customers who were already converting.

Here’s how Kind Patches extracted an extra $0.20 from each order.

How clearing inventory revealed a bigger opportunity

Kind Patches didn’t originally install Aftersell as part of a grand AOV strategy. It started with a much more tactical problem.

“We had a couple of early products that we wanted to discontinue,” Charlotte explained. “Once that was decided, we needed a good solution to make sure we weren’t sitting on stock.”

Instead of discounting aggressively or cluttering the storefront, Kind Patches tested post-purchase offers, surfacing relevant add-ons after the initial order was complete.

“That’s when we started using Aftersell, and it worked super, super well,” she said.

That single test did two things at once:

• Cleared excess inventory
• Proved post-purchase could reliably lift AOV without touching checkout conversion

Once the initial funnels were live, the opportunity became obvious: “We basically had proof of concept that this was a good way to boost AOV,” Charlotte said. “And once we started building more post-purchase funnels, they continued to perform.”

Bringing in Avenue Z to scale what was already working

To help execute that next phase of growth, Kind Patches brought in Aftersell’s partners at Avenue Z to support checkout and post-purchase optimization as part of a broader revenue strategy.

Avenue Z is a marketing and growth agency, working with high-growth ecommerce and consumer brands to connect brand, performance, and technology.

“Our goal was to help Kind Patches unlock incremental revenue without introducing friction,” shared James Antonucci, Director of Paid Media at Avenue Z. “Checkout and post-purchase were already strong moments. We just needed to make them work harder.”

That collaboration set the foundation for everything that followed.

“Our partnership with Aftersell is very collaborative. Working with their team on Kind Patches felt like working with a growth partner, not a vendor.” - James Antonucci

Building a checkout and post-purchase revenue system with Aftersell

With the help of Avenue Z, Kind Patches uses Aftersell across multiple high-leverage touchpoints, each with a distinct role.

Post-purchase offers: capturing peak intent

Immediately after checkout, Aftersell presents one-click post-purchase offers that build on what the customer just bought. The shopper doesn’t have to re-enter payment details, just a fast “yes” or “no” while intent is still high.

“We think a lot about what makes sense based on what was just purchased,” Charlotte said. “If someone bought one product, what genuinely complements it?”

To scale this without constant oversight, the team leaned into Aftersell Smart Funnels, which automatically test and surface the highest-converting offer per shopper.

Rokt Thanks: monetizing the “no”

As the program matured, Avenue-Z layered in Rokt Thanks on the order confirmation page.

“When customers don’t take an upsell, that doesn’t mean the session is worthless,” said James from Avenue Z. By showing brand-safe offers from trusted household names, such as Disney+ free trials or free HelloFresh meals, Kind Patches unlocked incremental profit per order, even when customers declined additional products.

“It essentially turned ‘dead clicks’ into revenue, which materially shifted blended MER. Seeing backend revenue grow while impressions increased confirmed that this wasn’t a one-off win — it was a scalable system.” James added.

Cart offers: increasing AOV without risking conversion

Once post-purchase was consistently driving incremental revenue, the next question for Kind Patches and Avenue Z was whether some of that same value could be captured before the order was finalized

As a Shopify Plus brand, Kind Patches had access to deeper checkout customization, which opened the door to checkout-stage offers powered by Aftersell.

“We were very intentional about this step,” Charlotte shared. “Checkout is such a sensitive moment. Customers are already committed, and the last thing we wanted was to interrupt that or make it feel cluttered.”

Instead of aggressive upsells, the focus was on highly relevant, low-friction add-ons. Avenue Z worked alongside the Kind Patches team to determine:

• Which products made sense to surface before purchase versus post-purchase
• How many offers to show without overwhelming the customer
• What messaging would feel additive and brand-safe in a wellness context

“Because checkout intent is already so high, small, well-placed offers can have an outsized impact,” James explained. “The key is restraint. If it needs explaining, it doesn’t belong in the checkout.”

Incremental revenue without added friction

By partnering with Avenue Z and rolling out Aftersell across checkout and post-purchase, Kind Patches turned high-intent moments into a consistent revenue driver.

The results speak for themselves:

• $0.20 of pure profit per transaction 
• In 90 days, revenue increased by 112%
• 8.5% conversion rate on cart upsells

Beyond revenue, Aftersell performance data helped Kind Patches and Avenue Z:

• Validate which products customers actually want to add
• Confirm pricing thresholds and offer framing
• Identify which traffic sources drive the highest downstream value

That insight now informs bundle strategy, paid media decisions, and long-term LTV forecasting.

“Aftersell proved that this wasn’t just a one-off win. It became a scalable system we could actually rely on.”
- Charlotte Hamrin

The takeaway

By treating checkout and post-purchase as performance channels, Kind Patches unlocked backend revenue that now supports more confident, more sustainable growth.

As Charlotte put it: “The purchase isn’t complete if you don’t have a post-checkout experience.”

And once that mindset shifts, everything downstream gets stronger.