A brand new CPG company does not get judged on traffic first. It gets judged on whether it looks like a real, trustworthy brand from the first minute a buyer sees it.
Michael J. McBride
Founder and CEO, Atelier Commerce
BUILT WITH
A brand new CPG company does not get judged on traffic first. It gets judged on whether it looks like a real, trustworthy brand from the first minute a buyer sees it.
Michael J. McBride
Founder and CEO, Atelier Commerce
BUILT WITH
A single ingredient goose treat sits on a table next to a camel jerky and a goat chew. A retail buyer at the biggest pet chain in the country picks one up, turns the bag, and reads the founder's paragraph on the back. The product is genuinely different. The question the buyer is actually answering has almost nothing to do with the treat in her hand. The question is whether this brand looks like a company she can put on a shelf next month.
A single ingredient goose treat sits on a table next to a camel jerky and a goat chew. A retail buyer at the biggest pet chain in the country picks one up, turns the bag, and reads the founder's paragraph on the back. The product is genuinely different. The question the buyer is actually answering has almost nothing to do with the treat in her hand. The question is whether this brand looks like a company she can put on a shelf next month.
A CPG launch judged by the trade before the customer
A brand new CPG company does not get judged on traffic first. It gets judged on whether it looks like a real, trustworthy brand. DogNip had a genuinely differentiated product and an ambitious owner, and at launch it had to clear a higher bar than a typical direct to consumer site. It had to convince a national retailer. No prior storefront, no prior brand experience, no proof points. A B2B first goal in a category where buyers and partners decide credibility in seconds, and a premium price that only holds if the experience communicates quality, safety, and trust immediately.
The picture we drew for the founder was a storefront that made a brand new company look established on the day it launched. Product storytelling composed around the actual difference in the bag: single ingredient, air dried, made in the USA, novel proteins for sensitive stomachs, gentle on digestion, good for dental health. A merchandise structure that walked a visitor through the lineup by protein rather than by SKU. A B2B first experience that a buyer at Chewy would recognize as a real brand in the first ten seconds, and a direct to consumer experience that converted the shopper who arrived after that first placement broke.
A CPG launch judged by the trade before the customer
A brand new CPG company does not get judged on traffic first. It gets judged on whether it looks like a real, trustworthy brand. DogNip had a genuinely differentiated product and an ambitious owner, and at launch it had to clear a higher bar than a typical direct to consumer site. It had to convince a national retailer. No prior storefront, no prior brand experience, no proof points. A B2B first goal in a category where buyers and partners decide credibility in seconds, and a premium price that only holds if the experience communicates quality, safety, and trust immediately.
The picture we drew for the founder was a storefront that made a brand new company look established on the day it launched. Product storytelling composed around the actual difference in the bag: single ingredient, air dried, made in the USA, novel proteins for sensitive stomachs, gentle on digestion, good for dental health. A merchandise structure that walked a visitor through the lineup by protein rather than by SKU. A B2B first experience that a buyer at Chewy would recognize as a real brand in the first ten seconds, and a direct to consumer experience that converted the shopper who arrived after that first placement broke.
How the storefront was built
We treated DogNip as a go to market problem rather than a website project. The site was designed and built from the ground up on BigCommerce with Shogun, on a plan that assumed the trade would see it before the customer.
The storefront was composed page by page on BigCommerce with Shogun and a modern technology stack, held to an experiential standard rather than a template. Product pages sold the novel protein difference in the first fold, with the clinical and craft details written where a buyer would look for them second. The lineup was merchandised by protein so that a visitor understood the range and the promise in a single scroll. The trust marks the trade actually reads were placed where the trade actually reads them. The direct to consumer path was composed to convert without leaning on discount, so the brand's floor price held on day one. The design, the storytelling, and the polish were built to earn a retail meeting in the first week, not the first year.
How the storefront was built
We treated DogNip as a go to market problem rather than a website project. The site was designed and built from the ground up on BigCommerce with Shogun, on a plan that assumed the trade would see it before the customer.
The storefront was composed page by page on BigCommerce with Shogun and a modern technology stack, held to an experiential standard rather than a template. Product pages sold the novel protein difference in the first fold, with the clinical and craft details written where a buyer would look for them second. The lineup was merchandised by protein so that a visitor understood the range and the promise in a single scroll. The trust marks the trade actually reads were placed where the trade actually reads them. The direct to consumer path was composed to convert without leaning on discount, so the brand's floor price held on day one. The design, the storytelling, and the polish were built to earn a retail meeting in the first week, not the first year.
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.
