We were brought in to run merchandising, the product catalog, and the full promotional banner program for a heritage luxury house on Shopify. A brand with editorial weight, a loyal returning customer, and a paid program that was already efficient. The mandate was to own the merchandise voice end to end, at a price discipline the house could defend, and use the system to widen the audience without softening the brand.
Michael McBride
Founder & CEO, Atelier Commerce
We were brought in to run merchandising, the product catalog, and the full promotional banner program for a heritage luxury house on Shopify. A brand with editorial weight, a loyal returning customer, and a paid program that was already efficient. The mandate was to own the merchandise voice end to end, at a price discipline the house could defend, and use the system to widen the audience without softening the brand.
Michael McBride
Founder & CEO, Atelier Commerce
We own the merchandising program, the product catalog, and every promotional banner across the site. The work runs through Nosto for onsite composition, Shopify for the catalog source of truth, and impact.com for the partner channel we built alongside it. Site economics tell the story cleanly: paid search ROAS is up +138% year over year, paid search CAC is down 34% in the same window, and the affiliate channel we launched from zero is producing a 17x return on partner cost on a publisher mix the house can stand behind.
We own the merchandising program, the product catalog, and every promotional banner across the site. The work runs through Nosto for onsite composition, Shopify for the catalog source of truth, and impact.com for the partner channel we built alongside it. Site economics tell the story cleanly: paid search ROAS is up +138% year over year, paid search CAC is down 34% in the same window, and the affiliate channel we launched from zero is producing a 17x return on partner cost on a publisher mix the house can stand behind.
Creative challenges
Heritage luxury rewards editorial credibility, not coupon stacks. The cost of a misjudged promotion is not a returned order, it is a brand that loses its price integrity. Our work was to take the merchandise program off the operator's desk and run it as a system, every banner, every collection moment, every promotional window, composed in the house's voice and scheduled in advance.
The second challenge was program scale without program drift. A catalog this considered does not benefit from generic recommendation logic, and a banner stack composed manually erodes the moment the team is asleep. We treat the Nosto account the way a paid media team treats an ad account, with constant iteration, A/B testing as the default state, and underperforming surfaces retired through measurement rather than intuition. The third challenge was reaching audiences the paid program was structurally not going to reach. A heritage house with a working Google Ads stack still carries the cost of audience development on paid alone unless something else widens the surface. The brief was to build that something else, the partner channel, in parallel with the merchandise program, and let the two compound.
Creative challenges
Heritage luxury rewards editorial credibility, not coupon stacks. The cost of a misjudged promotion is not a returned order, it is a brand that loses its price integrity. Our work was to take the merchandise program off the operator's desk and run it as a system, every banner, every collection moment, every promotional window, composed in the house's voice and scheduled in advance.
The second challenge was program scale without program drift. A catalog this considered does not benefit from generic recommendation logic, and a banner stack composed manually erodes the moment the team is asleep. We treat the Nosto account the way a paid media team treats an ad account, with constant iteration, A/B testing as the default state, and underperforming surfaces retired through measurement rather than intuition. The third challenge was reaching audiences the paid program was structurally not going to reach. A heritage house with a working Google Ads stack still carries the cost of audience development on paid alone unless something else widens the surface. The brief was to build that something else, the partner channel, in parallel with the merchandise program, and let the two compound.
Owned merchandising focus
Reviews were wired into the earned architecture in three places. Customers earned points for verified product reviews via Stamped, were re-engaged through a points-aware NPS Reviews Gift Card Drive that ran into 2025, and were given VIP-tier accelerators for repeat reviewers. Review content then fed back into the on-site experience, social proof on PDPs and trust signals on the homepage, closing the loop between the customer voice and the next customer decision. The result is a public record that compounded the revenue.
Smile.io's own research places the average ecommerce loyalty redemption rate at 13.67%, with 20% considered the threshold for a well-designed program. Bully Sticks Direct moved through both inside the first month of the rebuilt program.
Owned merchandising focus
Reviews were wired into the earned architecture in three places. Customers earned points for verified product reviews via Stamped, were re-engaged through a points-aware NPS Reviews Gift Card Drive that ran into 2025, and were given VIP-tier accelerators for repeat reviewers. Review content then fed back into the on-site experience, social proof on PDPs and trust signals on the homepage, closing the loop between the customer voice and the next customer decision. The result is a public record that compounded the revenue.
Smile.io's own research places the average ecommerce loyalty redemption rate at 13.67%, with 20% considered the threshold for a well-designed program. Bully Sticks Direct moved through both inside the first month of the rebuilt program.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
Latest projects
Social Media Marketing
Alicia Adams Alpaca: Where nine in ten organic social visitors are meeting the brand for the very first time
Alicia Adams Alpaca runs organic social as top-of-funnel discovery, not bottom-funnel conversion. Nearly 90% of visitors it sends are first-timers, the brand's highest new-visitor rate of any channel, arriving curious after seeing a styled throw or editorial content, ready to look closer.
Moonglow Jewelry: SEO & AEO, One Data Layer, Three Surfaces
We cleaned up a sprawling Shopify Plus catalog and enriched the product data behind it, structured for search engines and answer engines alike. The result: the blue link, the star-rating rich result, a seat in the AI Overview. Same data. Built to be found. Built to be cited.
