We were brought in to lead retention for Bully Sticks Direct, a category-leading source of single-ingredient bully sticks and natural dog chews. The brand had real product-market fit and a loyal repeat audience. What it did not yet have was a loyalty and rewards system designed to compound.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
We were brought in to lead retention for Bully Sticks Direct, a category-leading source of single-ingredient bully sticks and natural dog chews. The brand had real product-market fit and a loyal repeat audience. What it did not yet have was a loyalty and rewards system designed to compound.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
Performance is not noise, and not novelty. It is structure. We rebuilt loyalty and rewards as a system — earn rules, redemption mechanics, VIP tiering, and reviews as a first-class earning action — so that every repeat purchase made the next one more likely, and every satisfied customer left a public record of it.
Performance is not noise, and not novelty. It is structure. We rebuilt loyalty and rewards as a system — earn rules, redemption mechanics, VIP tiering, and reviews as a first-class earning action — so that every repeat purchase made the next one more likely, and every satisfied customer left a public record of it.
Creative challenges
The category rewards consistency, not theater. Our work was to remove friction from a behavior customers already wanted to repeat — and to give the brand a system that recognized them when they did.
Loyalty had been live but underused. Earn rules were generic, redemption was a dead end inside the cart, and the program sat apart from the rest of the customer experience. Reviews were a separate, lightly-instrumented surface that did not feed retention at all. The brief was structural, not cosmetic.
Creative challenges
The category rewards consistency, not theater. Our work was to remove friction from a behavior customers already wanted to repeat — and to give the brand a system that recognized them when they did.
Loyalty had been live but underused. Earn rules were generic, redemption was a dead end inside the cart, and the program sat apart from the rest of the customer experience. Reviews were a separate, lightly-instrumented surface that did not feed retention at all. The brief was structural, not cosmetic.
Reviews as Earn
The recovery flows do the unglamorous, profitable work of saving sales that were about to walk. The Abandoned Transaction flow opens at 46.7% and converts at a 5.98% placed-order rate; the Abandoned Cart flow opens at 47.4% and converts at 5.23%; and the Welcome Series brings new customers in at scale, driving the highest order count of any flow in the program. Cross-sell flows tuned to treat size — small, medium, and large — keep the average order growing after that first purchase, with the Small Treat Lovers flow opening at 51.1%.
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.
Reviews as Earn
The recovery flows do the unglamorous, profitable work of saving sales that were about to walk. The Abandoned Transaction flow opens at 46.7% and converts at a 5.98% placed-order rate; the Abandoned Cart flow opens at 47.4% and converts at 5.23%; and the Welcome Series brings new customers in at scale, driving the highest order count of any flow in the program. Cross-sell flows tuned to treat size — small, medium, and large — keep the average order growing after that first purchase, with the Small Treat Lovers flow opening at 51.1%.
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.
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.
