The natural dog chew category is a dogfight. Margins are thin, competitors are many, and acquisition gets more expensive every quarter. In a market like that, you don't win by chasing one more first time buyer, you win by keeping the customers you already earned and getting them to come back, again and again. That is exactly what an owned lifecycle program is for, and it is where Bully Sticks Direct's program does its best work.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
The natural dog chew category is a dogfight. Margins are thin, competitors are many, and acquisition gets more expensive every quarter. In a market like that, you don't win by chasing one more first time buyer, you win by keeping the customers you already earned and getting them to come back, again and again. That is exactly what an owned lifecycle program is for, and it is where Bully Sticks Direct's program does its best work.
Danielle Schermerhorn
Director of Marketing, Atelier Commerce
BUILT WITH
A dog finishes a bully stick on a Tuesday. The bag is empty on a Saturday. Nine days in, the same owner is back on the site, hovering over the six inch braided. That interval, the space between the first order and the reorder, is the whole business. A lifecycle program in this category either recognizes it and moves with it, or it batches a promo on Thursday and hopes.
A dog finishes a bully stick on a Tuesday. The bag is empty on a Saturday. Nine days in, the same owner is back on the site, hovering over the six inch braided. That interval, the space between the first order and the reorder, is the whole business. A lifecycle program in this category either recognizes it and moves with it, or it batches a promo on Thursday and hopes.
Winning a crowded, commodity pressured market
Bully Sticks Direct sells premium single ingredient chews on BigCommerce, into a category where the head term draws tens of thousands of searches a month and big box marketplaces set the floor on price. The only durable way to hold profit in that environment is retention, turning a first order into a second, a third, a tenth. Email, SMS, the JMango branded app, and a Smile loyalty layer had to work as one program, aimed at that interval and nothing else.
The picture we drew was specific. An Autoship flow that opens like a subscription, not a newsletter. Abandoned Transaction and Abandoned Cart flows that clear a five to six percent placed order rate. A cross sell that recognizes the small treat lover as a separate cohort and opens above fifty percent. SMS as a second high intent touch that clicks in the high teens. Underneath all of it, loyalty and app pushes that keep the reward visible at the moment a decision is being made.
Winning a crowded, commodity pressured market
Bully Sticks Direct sells premium single ingredient chews on BigCommerce, into a category where the head term draws tens of thousands of searches a month and big box marketplaces set the floor on price. The only durable way to hold profit in that environment is retention, turning a first order into a second, a third, a tenth. Email, SMS, the JMango branded app, and a Smile loyalty layer had to work as one program, aimed at that interval and nothing else.
The picture we drew was specific. An Autoship flow that opens like a subscription, not a newsletter. Abandoned Transaction and Abandoned Cart flows that clear a five to six percent placed order rate. A cross sell that recognizes the small treat lover as a separate cohort and opens above fifty percent. SMS as a second high intent touch that clicks in the high teens. Underneath all of it, loyalty and app pushes that keep the reward visible at the moment a decision is being made.
How the program was built
Klaviyo carries email and SMS, JMango carries the branded app on BigCommerce, Smile carries the rewards layer. Every flow routes back to the loyalty account, so a customer is recognized whichever door she came through.
The Autoship flow is the highest engagement surface in the program, opening at 64.2 percent, subscription grade engagement that signals durable repeat purchase. The Abandoned Transaction flow opens at 46.7 percent and converts at a 5.98 percent placed order rate. The Abandoned Cart flow opens at 47.4 percent and converts at 5.23 percent. The Small Treat Lovers cross sell opens at 51.1 percent. The SMS Abandoned Transaction flow clicks at 17.7 percent, a fast high intent second touch alongside email. Underneath sits the Smile loyalty program, redeeming at 28.0 percent against a category average near 13.7 percent, with redeemer spend up 186 percent and purchase frequency up 158 percent. One program, four channels, aimed at the second order.
How the program was built
Klaviyo carries email and SMS, JMango carries the branded app on BigCommerce, Smile carries the rewards layer. Every flow routes back to the loyalty account, so a customer is recognized whichever door she came through.
The Autoship flow is the highest engagement surface in the program, opening at 64.2 percent, subscription grade engagement that signals durable repeat purchase. The Abandoned Transaction flow opens at 46.7 percent and converts at a 5.98 percent placed order rate. The Abandoned Cart flow opens at 47.4 percent and converts at 5.23 percent. The Small Treat Lovers cross sell opens at 51.1 percent. The SMS Abandoned Transaction flow clicks at 17.7 percent, a fast high intent second touch alongside email. Underneath sits the Smile loyalty program, redeeming at 28.0 percent against a category average near 13.7 percent, with redeemer spend up 186 percent and purchase frequency up 158 percent. One program, four channels, aimed at the second order.
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.
