CUSTOMER STORY
ONYX is a Dutch family business, founded by two cousins with one goal: make travel easy, stylish and reliable. Premium suitcases in recycled polycarbonate with reinforced aluminium frames, travel bags, backpacks and the Aircube vacuum packing cubes, all with a lifetime warranty on suitcases. Sold across fifteen European markets in four languages, rated 8.9/10 by 7,000+ reviews, chosen by more than 125,000 travellers and seen in Cosmopolitan, ELLE and National Geographic Traveler.
Industry
Travel gear & luggage
Location
Netherlands
Platform
Shopify
Powered by
Twini, AI product assistant
revenue per visitor
average order value
conversion rate
Challenge:
ONYX sells a pre-trip purchase. Before checkout, travellers need certainty: will this carry-on pass airline rules, how much actually fits inside, which size to choose, what the lifetime warranty covers. Across fifteen markets and four languages, every unanswered doubt is a trip booked with someone else's luggage.
Solution:
ONYX put Twini, an AI assistant, on every product page and the home page, trained on the catalogue and on ONYX's own pages, from returns to quality and design. Then it measured the effect the honest way: a controlled A/B test across the store, and a live feed of what customers keep asking.
A pre-trip purchase, decided by practical doubts
Nobody wants to discover at the gate that their carry-on doesn't fit. Luggage is bought before a trip, against hard constraints, and ONYX shoppers arrive with precise questions, in Dutch, German, French and English:
How much fits inside?
Will this carry-on fit airline cabin requirements?
What are the exact dimensions and weight?
Which size should I choose for my trip?
How do these models compare?
What does the lifetime warranty cover?
The data proves how central this is: "what are the dimensions, weight and capacity?" alone came up in 63 conversations. On a €200+ purchase, the shopper who doesn't get that answer doesn't guess. They leave.
An assistant trained on the catalogue, and on ONYX's own pages
So ONYX put Twini on every product page, with a chatbar on the home page too: an AI assistant that answers in the shopper's language, exactly when the doubt appears. Ask "hoeveel past erin?" on the Underseater Duffel and it answers from the specs: 28 litres, a main compartment that opens fully like a suitcase. Ask what to do about a lock that broke during a trip and it tells you exactly where to start, at the airline desk, before you even think about a claim. It compares models, checks cabin rules, and recommends the right size for the trip.
The answers come from the source. Beyond the live catalogue, Twini is trained on ONYX's own pages: returns, the complaints procedure, quality and design, the brand's story. So the same assistant that sells the suitcase also handles the after-sale questions, in four languages, on every one of ONYX's fifteen markets.
Measured against a holdout, not just the people who chatted
ONYX did what most brands skip: a controlled A/B test in Intelligems, Twini off versus Twini active, across the whole store. Everyone counted, including visitors who never opened the chat. Against the control, revenue per visitor rose 6.19%, average order value rose 4.94%, from €237.45 to €249.19, and conversion rate edged up 1.18%, which Intelligems estimates at around 25 extra orders a month.
Behind the store-wide lift, the conversations: 2,408 chats, 5,643 answers, products recommended 3,230 times. 374 products added to cart from chat, 15% of all conversations, and 229 sold directly through Twini. On a store where the average order is €240, certainty converts.
"We sell trips people look forward to, so doubts are expensive. Twini answers them before they turn into abandoned carts, and the A/B test showed it in black and white: more revenue per visitor, bigger orders." Martijn Verseveldt, UX at ONYX.
A loop that's already running
Every conversation feeds two live views, and at ONYX the loop is visibly turning.
Insights clusters what customers keep asking: 14 recurring questions, led by dimensions, weight and capacity (63 conversations, already flagged as the next opportunity), airline cabin rules, model comparisons. One of them, "what does the warranty cover?", has already been answered on the site and carries an Improved badge: asked, fixed, verified. That's the cycle working, question by question.
Issues flags what the pages don't cover yet: product dimensions not specified came up for 12 shoppers, then dishwasher-safe status, product weight, even return shipping for remote locations. Each one is a concrete fix with the demand counted next to it, and one is already marked Resolved. The store gets sharper every week Twini runs, and every fix makes the next conversation shorter.
Twini S.r.l. | P.IVA IT13697330960 | Via Pietro Paleocapa 7, 20121, Milano (MI) | P.IVA IT13697330960 | MI - 2739354
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