---
title: "Kruut Case Study: One Gift Mechanic at €60, €20 and €75"
url: "https://aov.ai/case-study/kruut-boosting-customer-experience-aov-through-strategic-herbal-gifting/"
kind: "case-study"
lang: "en"
description: "Kruut runs a Gift with Cart Value campaign in AOV.ai Free Gifts at a €20 threshold, after running the same mechanic at €60 and at €75. The live one has passed 9"
slug: "kruut-boosting-customer-experience-aov-through-strategic-herbal-gifting"
published_at: "2025-06-17T04:42:03.000Z"
updated_at: "2026-09-18T12:00:00.000Z"
apps: ["AOV Free Gift"]
industry: ["Healthcare"]
location: "Germany"
store_url: "https://kruut.de/"
feature_image: "https://aov.ai/wp-content/uploads/2025/06/Design-ohne-Titel-1.webp"
---

# Kruut Case Study: One Gift Mechanic at €60, €20 and €75

[Case studies](https://aov.ai/case-study/) / Kruut

Case study · Herbal wellness

## Three thresholds for three different jobs.

The same cart value gift, set at €60 in 2025, reopened at €20 in 2026, with a €75 summer offer stacked on top for one month. The number is the part doing the work.

Herbal wellness · Germany · AOV.ai Free Gifts

Campaign: Gift with Cart Value

[Visit kruut.de ↗](https://kruut.de/)

![A Kruut herbalist at work](https://aov.ai/images/case-studies/kruut/hero.jpg)

_Image: Kruut_

**900+** orders that took the €20 gift

**1,459** orders on the earlier €60 gift, by March 2025

**€20** cart value that triggers the live one

KRUUT

[The problem](#problem) [The campaign](#campaign) [The outcome](#outcome) [What this case shows](#shows)

### 01 / The problem No single threshold fits this catalogue

Kruut sells herbal preparations by the bottle. Seventy seven products, a hundred and six priced variants, a median of €39. Twenty nine of those variants sell for under €20, and only eighteen reach €60 on their own.

That spread is what makes a gift threshold hard. Set it high and most first baskets never come near it. Set it low and it rides along on orders that were already coming.

AOV.ai analysis

#### Why the obvious answers do not settle it

A percentage off

It comes off every order, including the ones already coming, and teaches a repeat buyer to wait for the next code. AOV.ai analysis

A gift on every order

With twenty nine variants selling under €20, an unconditional gift rides along on baskets too small to pay for it. kruut.de

Set it once and leave it

A threshold is fixed against a range and a season that both move. The number that fitted last year's catalogue is not the number that fits this year's. AOV.ai analysis

So where does the line go?

### 02 / The campaign €20, and the gift lands by itself

The live campaign is one rule. Reach €20 in the cart and Die Kleinen, a small herbal set the store sells on its own from €5.90, is added for you.

Buy €20 in the cart

Get Die Kleinen, added automatically

_**Figure 01.** The live campaign on kruut.de. Amounts in EUR._

Every part of that is doing a job. €20 is about half the median item, and seventy seven of the hundred and six priced variants clear it alone. Nobody has to assemble a basket. The gift is added automatically, so there is nothing to find or type. One per order and no multiplying, so a €200 basket collects what a €20 basket collects, which keeps it a reward for crossing a line rather than a rebate that grows with the bill. No end date, so it reads as a rule of the store rather than a promotion.

Then there is how it reaches people. The campaign is filed under a newsletter name and carries a shared link with the code WELCOME, so it opens for shoppers who arrive through that link rather than for anyone browsing the store. What it checks is still only the cart: once the basket passes the threshold the gift is added automatically, with nothing for the shopper to claim.

### 03 / The outcome 945 orders, and a counter that cannot tell you why

900+

Orders that took the €20 gift.

The counter sits on the storefront, so anyone can read it. It counts orders, not gifts, and here the two are the same number: one gift per order, no multiplying.

It is the third time Kruut has run this mechanic. The first opened in February 2025 at €60 with a herbal tincture, moving at about thirty two orders a day. Partway through, the tincture was swapped for a dearer one, €13.65 for €18.50, and the pace did not react. Then it closed.

It came back at the end of March 2026 at a third of that threshold. Through June a second campaign sat on top at €75 with a summer bundle. That one has gone, though a different offer sits at the same €75 today.

Feb 2025 €60 Herbal tincture 1,459 orders by March 2025, then closed

Mar 2026 €20 Die Kleinen 945 orders, still running

Jun 2026 €75 Good Vibes bundle 599 orders in four weeks, then closed

_**Figure 02.** Three runs of the same Gift with Cart Value campaign on kruut.de._

Mar 2026 0

May 2026 246

Jun 2026 413

Sep 2026 945

_**Figure 03.** Orders on the €20 campaign, as the store's own counter reported it over time. The campaign opened at the end of March 2026._

Now the part those numbers do not support. Nothing on the €20 campaign changed between the end of March and the end of June, and the pace still wandered between 3.9 and 5.4 orders a day. A swing of nearly forty per cent on settings nobody touched. Since June it has averaged a little over six, and two things moved in that same stretch: the €75 campaign came down, and the one claim per customer limit came off. Neither can be pulled apart from the other, or from the season. Nor is the €75 campaign's faster pace proof that a higher threshold sells better. Different gift, different month.

The data will not even say which variant lands in a qualifying cart, the €5.90 set or the €99.90 twenty pack. Both sit inside the campaign.

The figure usually quoted for Kruut is average order value up 41.45 per cent in a month, and gives that same headline once as 40.99. It describes free shipping over €45 and a free tincture over €60, terms that do not match the campaign running now. Whatever it measured, it was not this one.

### 04 / What this case shows Set the threshold from the job, not from the gift

Most stores pick the gift first and guess a number to hang it on. Kruut works the other way round. €60 asks for a basket, because only eighteen of its variants reach that alone. €20 asks for one item, which is another way of asking for the order to happen at all. €75 rode a product that made sense for one summer.

So read your own catalogue before you copy anyone's threshold. The same €20 in a store where the median item costs €8 is a different ask entirely. Then answer this. Do you want the next order to be bigger, or do you want it to exist? Those two want different numbers, and almost never the same gift.

The trick has a narrow home. If everything you sell lands within a few euros of everything else, there is one sensible threshold and no dial to turn. And it stops being a threshold reward the moment the gift scales with the basket. Kruut hands the same small set to a €20 order and a €300 one. Whatever you settle on, a claim counter tells you the offer runs. It will not tell you the number was right.