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
CEO & Founder
BUILT WITH
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
CEO & Founder
BUILT WITH
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: 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: 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
A heritage luxury brand does not benefit from a generic personalization engine. The merchandise program is the editorial layer, the catalog is the source of truth, and the banner system is the voice of the house at every moment of the calendar. We own all of it for alicia adams alpaca. The product catalog is curated and optimized for season, occasion, and craft story. The promotional banner program across the site is composed, scheduled, and A/B tested by Atelier, with seasonal moments, partner co-marketing windows, and editorial placements sequenced weeks ahead rather than pushed live in the moment.
Behind the banners, the recommendations and content surfaces are tuned to a heritage AOV and a long consideration window, rewarding the shopper who arrives for the throw and leaves with the throw and the matching scarf. Coupon-led merchandising is intentionally deprioritized so price integrity holds. Alongside the merchandise program, we launched the brand's first affiliate channel on impact.com in October 2025, with a publisher mix led by interiors editors, fashion and travel writers, and a measured layer of comparison and review partners. The two layers work together: the owned merchandise voice holds the price point, the partner channel widens the audience, and the paid program reinvests against a brand the work has not asked to compromise.
Owned merchandising focus
A heritage luxury brand does not benefit from a generic personalization engine. The merchandise program is the editorial layer, the catalog is the source of truth, and the banner system is the voice of the house at every moment of the calendar. We own all of it for alicia adams alpaca. The product catalog is curated and optimized for season, occasion, and craft story. The promotional banner program across the site is composed, scheduled, and A/B tested by Atelier, with seasonal moments, partner co-marketing windows, and editorial placements sequenced weeks ahead rather than pushed live in the moment.
Behind the banners, the recommendations and content surfaces are tuned to a heritage AOV and a long consideration window, rewarding the shopper who arrives for the throw and leaves with the throw and the matching scarf. Coupon-led merchandising is intentionally deprioritized so price integrity holds. Alongside the merchandise program, we launched the brand's first affiliate channel on impact.com in October 2025, with a publisher mix led by interiors editors, fashion and travel writers, and a measured layer of comparison and review partners. The two layers work together: the owned merchandise voice holds the price point, the partner channel widens the audience, and the paid program reinvests against a brand the work has not asked to compromise.
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.
