CUSTOMER STORY

How Fler turned self-care questions into sales, and learned what to build next

Fler put Twini's AI assistant on its Shopify store to answer the questions shoppers ask before they buy. In 90 days it drove real engagement across markets, and handed the team a ranked map of what customers actually want.

About

Fler is an Italian personal-care brand built on a simple idea: shaving and self-care should feel good. Premium refillable razors, shave mousse, a new refillable deodorant and a full body-care range, made in Italy, cruelty-free, and delivered on a flexible subscription you can skip or pause anytime. Sold direct across eight European markets and the US, and in retailers like Douglas, OVS and Rinascente.

Industry

Beauty & personal care (shaving, body care)

Location

Italy

Platform

Shopify

Twini, AI product assistant

4,219

conversations handled

833

products added to cart

359

products sold by Twini

Challenge:

Fler sells personal care online, where the same questions come up again and again before checkout: which product, how to use it, is it right for my skin, and how the subscription works. Across eight markets and several languages, answering them in the moment is the difference between a sale and a bounce.

Solution:

Fler put Twini, an AI assistant, on its product pages and a home-page chatbar, trained on the full catalogue, answering in each shopper's language. Every conversation then fed two new tools, Insights and Issues, that show Fler exactly what to fix and build next.

The challenge

Buying self-care online, where every product raises a question

Personal care is personal. Before adding to cart, a Fler shopper wants to know which product suits them, how to use it, whether it works on sensitive skin, and how the subscription actually works, and they ask in Italian, Dutch, German or French. A product page rarely answers all of that at the right moment, and each unanswered question is a reason to leave. These are the questions that came up most, in shoppers' own words:

Can I buy this without a subscription?
Which product is right for me?
How do I use it, and in what order?
Is it suitable for sensitive skin?
Do you have something for ingrown hairs?
How long do the blades last?
How do I manage my subscription?

Multiply that across markets and languages, and a lot of ready-to-buy shoppers were leaving with a question still open.

The solution

An AI assistant that answers in the moment, in the shopper's language

So Fler put Twini on its product pages, with a chatbar on the home page too. It is an AI assistant trained on the whole Fler catalogue that answers in plain language, in the shopper's own language, exactly when they hesitate. It recommends the right product from what someone is trying to solve, explains ingredients and how to use each step, sorts out the subscription (including buying one-off, without a plan), and points shoppers straight to what fits, like an advisor who knows the whole range.

Twini answering "is it suitable for sensitive skin?" and "how does the subscription work?" on a Fler product page.

The results

Ninety days of real conversations, across markets

In 90 days Twini handled 4,219 conversations and answered 8,482 times, recommending products 5,938 times across Fler's markets and languages. Those conversations turned into action: 833 products added to cart straight from chat, close to one in five conversations, and 359 products sold directly attributed to Twini. Not inflated by a friendly sample, just what the assistant did on the live store.

Ninety days of Twini on the Fler store, across chats, recommendations and sales.

"Our product pages now convert at rates we only saw in physical retail. The real surprise was how many questions our customers had that we never knew about." Kevin Conti, Ecommerce Manager at Fler

The bonus

Every question became data on what to build next

That surprise Kevin mentions is the second half of the story. Because Twini reads every conversation, it turns them into two live views for the team.

Insights shows what customers keep asking. Twini clusters recurring questions from real chats, groups them by theme, and ranks them by how often they come up, so Fler can see demand in the customer's own words and answer it on the page. In this window it surfaced 51 recurring questions, led by "Can I buy without a subscription?" (167 conversations), "What products do you stock?" (62), "How do I use this?" (37) and "Do you have something for ingrown hairs?" (24). Each one is a content opportunity, and Twini marks it Improved once the answer is added.

Insights, the questions Fler shoppers keep asking, ranked by volume.

Issues shows the problems Twini detected. From the same chats it flags concrete gaps and friction, grouped into Fulfillment, Stock and Product Specs, each with the number of conversations behind it. It caught demand for blades as a one-time purchase (50 conversations), replacement parts sold separately, products shoppers wanted that were not yet in the catalogue, and specs that needed to be clearer. It is a ranked to-do list for merchandising and CX, built from what real shoppers hit.

Issues, the gaps and friction Twini detected, ready to review and resolve.

Together they close the loop. Twini answers the shopper today, and tells Fler what to stock, clarify and build tomorrow. The storefront stops being a one-way page and becomes something that sells and listens at the same time, in every market.

Product

Customers

How it works