The brand came to us mid fragmentation. The lifecycle work had been split across multiple task specific agencies. Sends went out, but nothing connected. There was no single strategy holding cadence, creative, segmentation, and the direct to consumer and wholesale audiences together. Our brief was to consolidate the program under one owner and give it a cadence a luxury buyer would recognize.
Michael J. McBride
Founder and CEO, Atelier Commerce
BUILT WITH
The brand came to us mid fragmentation. The lifecycle work had been split across multiple task specific agencies. Sends went out, but nothing connected. There was no single strategy holding cadence, creative, segmentation, and the direct to consumer and wholesale audiences together. Our brief was to consolidate the program under one owner and give it a cadence a luxury buyer would recognize.
Michael J. McBride
Founder and CEO, Atelier Commerce
BUILT WITH
A wardrobe box arrives at a country house at the end of October. Inside, three hand knit pieces the customer bought over five years, sent back for the atelier's seasonal cleaning. The relationship between that customer and the brand is seasonless. The email program serving her was not. It was three different senders, four different cadences, and no one holding the shape of the year.
A wardrobe box arrives at a country house at the end of October. Inside, three hand knit pieces the customer bought over five years, sent back for the atelier's seasonal cleaning. The relationship between that customer and the brand is seasonless. The email program serving her was not. It was three different senders, four different cadences, and no one holding the shape of the year.
Why more sending had stopped meaning more return
Alicia Adams Alpaca came to the atelier mid fragmentation. The lifecycle program had been split across multiple task specific agencies, each running its own slice in isolation. Campaigns went out. Flows existed. Nothing connected. There was no consistent cadence, no unified creative system, no single owner reconciling the direct to consumer audience against the wholesale and trade one. Email volume was high. The return was thin. The wholesale cohort was being served almost no dedicated content at all.
The picture we drew was structural. Consolidate the lifecycle program under one integrated strategy with a single owner of the year. Re platform the automation layer almost entirely, retiring the legacy flows and building a full new suite of journeys from welcome and abandonment through post purchase, replenishment, second order, VIP recognition, and win back. Tune the cadence to a luxury buyer: editorial storytelling, seasonal colorway drops, capsule editions, restraint rather than volume. Treat direct to consumer and wholesale as two deliberate audiences, each with its own journey, its own creative, its own rhythm, held together by one brand voice. Send less. Say more. Do more.
Why more sending had stopped meaning more return
Alicia Adams Alpaca came to the atelier mid fragmentation. The lifecycle program had been split across multiple task specific agencies, each running its own slice in isolation. Campaigns went out. Flows existed. Nothing connected. There was no consistent cadence, no unified creative system, no single owner reconciling the direct to consumer audience against the wholesale and trade one. Email volume was high. The return was thin. The wholesale cohort was being served almost no dedicated content at all.
The picture we drew was structural. Consolidate the lifecycle program under one integrated strategy with a single owner of the year. Re platform the automation layer almost entirely, retiring the legacy flows and building a full new suite of journeys from welcome and abandonment through post purchase, replenishment, second order, VIP recognition, and win back. Tune the cadence to a luxury buyer: editorial storytelling, seasonal colorway drops, capsule editions, restraint rather than volume. Treat direct to consumer and wholesale as two deliberate audiences, each with its own journey, its own creative, its own rhythm, held together by one brand voice. Send less. Say more. Do more.
How the program was consolidated and rebuilt
The atelier consolidated every piece of the lifecycle program under a single integrated strategy and rebuilt the foundation underneath it, on Klaviyo with Nosto layered onto Shopify.
The automation layer was rebuilt almost end to end. Legacy flows were retired. A full new suite of journeys took their place, from welcome, browse and cart abandonment, and post purchase through loyalty recognition, tier changes, restock notes, second order, and win back. Campaigns moved to an intentional luxury cadence, editorial in tone, tied to seasonal colorways and hand knit capsules rather than to discount pressure. Nosto handled on site personalization so the story a customer met in the inbox was the story she met on the site. Direct to consumer and wholesale ran as two dedicated tracks inside one program: a purpose built B2B journey for trade and wholesale accounts, distinct creative and cadence tuned to that buyer, all held to the same voice as the consumer program. The whole thing runs from one calendar. It sends roughly a third less email than the prior year, and it does more with less.
How the program was consolidated and rebuilt
The atelier consolidated every piece of the lifecycle program under a single integrated strategy and rebuilt the foundation underneath it, on Klaviyo with Nosto layered onto Shopify.
The automation layer was rebuilt almost end to end. Legacy flows were retired. A full new suite of journeys took their place, from welcome, browse and cart abandonment, and post purchase through loyalty recognition, tier changes, restock notes, second order, and win back. Campaigns moved to an intentional luxury cadence, editorial in tone, tied to seasonal colorways and hand knit capsules rather than to discount pressure. Nosto handled on site personalization so the story a customer met in the inbox was the story she met on the site. Direct to consumer and wholesale ran as two dedicated tracks inside one program: a purpose built B2B journey for trade and wholesale accounts, distinct creative and cadence tuned to that buyer, all held to the same voice as the consumer program. The whole thing runs from one calendar. It sends roughly a third less email than the prior year, and it does more with less.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
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 with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
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.
