We were brought in to build alicia adams alpaca's first affiliate channel. A heritage luxury brand on Shopify, with a working paid program, a loyal returning customer base, and no partner network. The mandate was to launch impact.com from zero, at a price discipline the brand could defend, and use it to reach buyers paid media was not going to reach.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
We were brought in to build alicia adams alpaca's first affiliate channel. A heritage luxury brand on Shopify, with a working paid program, a loyal returning customer base, and no partner network. The mandate was to launch impact.com from zero, at a price discipline the brand could defend, and use it to reach buyers paid media was not going to reach.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
We launched on impact.com in October 2025 with no prior platform and no prior partners. Eight months later, the program is producing a 17x return on partner cost, paid search CAC is down 34% year-over-year, and the brand's acquisition surface is measurably wider. Affiliate did the work it was supposed to do.
We launched on impact.com in October 2025 with no prior platform and no prior partners. Eight months later, the program is producing a 17x return on partner cost, paid search CAC is down 34% year-over-year, and the brand's acquisition surface is measurably wider. Affiliate did the work it was supposed to do.
Creative сhallenges
alicia adams alpaca had never run an affiliate program. There was no platform, no commission ladder, no publisher relationships, no tracking infrastructure, and no measurement baseline. Paid media was carrying the cost of audience development on its own.
Heritage and craft brands are notoriously difficult to staff with the right publishers. The wrong mix degrades the brand faster than it grows revenue. Coupon-led placements would have eroded the price integrity that defines the category. The brief was structural: it required a publisher mix that could carry editorial weight, and it started at zero.
Creative сhallenges
alicia adams alpaca had never run an affiliate program. There was no platform, no commission ladder, no publisher relationships, no tracking infrastructure, and no measurement baseline. Paid media was carrying the cost of audience development on its own.
Heritage and craft brands are notoriously difficult to staff with the right publishers. The wrong mix degrades the brand faster than it grows revenue. Coupon-led placements would have eroded the price integrity that defines the category. The brief was structural: it required a publisher mix that could carry editorial weight, and it started at zero.
Building the editorial distribution layer
The commission ladder was calibrated to a heritage AOV and a long consideration window, rewarding partners who could build credibility around the craft story. The publisher mix was led by editorial and lifestyle publishers, including interiors editors and fashion and travel writers, with a measured layer of comparison and review partners. Coupon and loyalty placements were intentionally deprioritized to preserve price integrity. impact.com became the single attribution surface and the partner-discovery tooling required to recruit at scale.
Building the editorial distribution layer
The commission ladder was calibrated to a heritage AOV and a long consideration window, rewarding partners who could build credibility around the craft story. The publisher mix was led by editorial and lifestyle publishers, including interiors editors and fashion and travel writers, with a measured layer of comparison and review partners. Coupon and loyalty placements were intentionally deprioritized to preserve price integrity. impact.com became the single attribution surface and the partner-discovery tooling required to recruit at scale.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program that looked healthy on every surface metric was quietly leaving revenue on the table. We found the leak in a single number and fixed it in 90 days, without a rebuild. Sessions fell 32%. Revenue rose 78%. The brand didn't get more visitors. It got better ones, and converted them.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program that looked healthy on every surface metric was quietly leaving revenue on the table. We found the leak in a single number and fixed it in 90 days, without a rebuild. Sessions fell 32%. Revenue rose 78%. The brand didn't get more visitors. It got better ones, and converted them.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program that looked healthy on every surface metric was quietly leaving revenue on the table. We found the leak in a single number and fixed it in 90 days, without a rebuild. Sessions fell 32%. Revenue rose 78%. The brand didn't get more visitors. It got better ones, and converted them.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
