Osaki
Osaki - premium massage chairs with a high AOV and complex product lineup (2D, 3D, and 4D models).
When Growth Collective partnered with Osaki, email was significantly underutilized.
Despite a strong product offering, the brand faced three major challenges:
- High AOV products with long consideration cycles
- Complex SKUs that required education and comparison
- Minimal lifecycle infrastructure, meaning customers weren’t being guided before or after purchase
For a product that represents a meaningful financial investment, Osaki needed more than promotional emails; they needed a guided buying experience that built confidence, trust, and clarity.
Building Flows Around the Who, Why, and What
Growth Collective implemented a strategic flow package designed around how customers actually shop for premium massage chairs.
Rather than pushing discounts or urgency, the approach focused on:
1. Understanding Who the Customer Is
Osaki’s buyers tend to be:
- Older, higher-income customers
- Shopping primarily on desktop
- Spending more time at home
- Looking for comfort, relief, and long-term value
This informed everything from tone to pacing: calm, educational, and reassuring.
2. Addressing Why They’re Buying
For most customers, this isn’t an impulse purchase.
Messaging centered on:
- Solving pain points like back pain and daily stress
- Emphasizing comfort, relaxation, and quality of life
- Acknowledging the emotional weight of a large purchase
The goal was to make customers feel understood, guided, and confident, not pressured.
3. Clarifying What They’re Shopping For
With multiple advanced chair types (2D, 3D, 4D), product education became a core pillar.
Flows focused on:
- Breaking down technical features in an approachable way
- Clearly differentiating models and benefits
- Showing how advanced features work, without overwhelming the reader
Education was positioned as helpful, not condescending, reinforcing that customers were getting “the best of the best” for their investment.
The Flow Ecosystem
Growth Collective built a full lifecycle system designed to keep Osaki top-of-mind throughout the extended buying journey:
- Welcome Flow
Introduced brand value, set expectations, and began early product education around why customers are shopping—relaxation vs. therapeutic.
- Browse Abandonment
Reinforced product benefits and addressed hesitation with clarity and reassurance. - Abandoned Cart & Checkout
Helped customers overcome final barriers with feature reminders and confidence-building messaging. - Post-Purchase Flow
Treated the purchase as a milestone: reinforcing value, excitement, and customer appreciation for such a significant investment.
Each flow was intentionally involved but not overwhelming, balancing depth with respect for attention span.
The Results
The impact was immediate and substantial.
Revenue Driven by Flows
- $700K+ in total flow revenue
- $350K+ from the Welcome Flow alone
- Strong contributions from Browse Abandonment, Cart, and Checkout flows
Email transformed from a secondary channel into a major revenue driver, proving that education-first lifecycle marketing works — especially for high-AOV products.
Why It Worked
This strategy succeeded because it treated email as a guided experience, not a broadcast channel.
Key factors:
- Deep understanding of customer psychology
- Education delivered at the right moment
- Respect for the complexity and emotional weight of the purchase
- Consistent reinforcement of value throughout the journey
For Osaki, email didn’t just sell chairs, it built trust.
Takeaway
High-AOV products don’t need more urgency.
They need clarity, reassurance, and connection.
By aligning lifecycle flows with who the customer is, why they’re buying, and what they need to understand, Growth Collective helped Osaki unlock meaningful, scalable revenue through email.
