A sales system that hit its October plan in 16 days

• The site looked its ageA generic store that no longer matched the product or the price
• Product pages did not convertVisitors arrived and left without enough to decide on
• Gaps in the catalogue imagerySeveral products had no proper photos at all
• Invisible in searchNo Google Merchant Center, no SEO work, no analytics to show what was happening
• One direction of salesEverything depended on individual shoppers, and custom orders from companies arrived by chance

• Website redesignProblemA generic store that no longer matched the product.What we didA full redesign of the store around the brand.
• Product pagesProblemVisitors left without enough to decide on.What we didEvery product page redesigned to lift conversion.
• Photoshoot and AI imageryProblemSeveral products had no proper photos.What we didStudio and location shoots, plus AI model imagery for products the shoot did not cover.
• Search, Shopping and analyticsProblemThe brand was invisible in search, with no data on what was happening.What we didCatalogue listed in Google Merchant Center, the site optimised for search and tracking rebuilt across channels.
• A B2B directionProblemCustom orders from companies arrived by chance.What we didDedicated pages for custom orders from teams, brands and retailers.
• Social mediaProblemThe accounts looked like an older version of the brand.What we didRebuilt around the new look and posted on a schedule.
• A sales plan for the seasonProblemNo monthly target and no single view of where orders came from.What we didA sales plan for October, November and December, built from last year’s orders, and one live dashboard of sales, orders and channels that we read every week.
• Meta adsProblemNo paid campaigns aimed at people who had never bought.What we didNew-buyer campaigns across Canada, a separate Calgary test and catalogue ads, with creatives cut for the feed and for stories.
• EmailProblemA large customer list and almost no email working on it.What we didAbandoned-cart, welcome, after-purchase and win-back emails, plus a campaign calendar for the holidays.
• Upsells and offersProblemNothing on the product page suggested adding a second item.What we didOn every product page, matching kids sizes at 20% off and Canadian socks for $5 a pair. Free shipping on four or more items, a holiday gifts collection and matching family sets.
• Google Business ProfileProblemThe profile was quiet.What we didEvery review answered, products added and posts on a schedule.

October 2026: the sales plan and the actual month

We set a sales plan for the last three months of the year, starting with October as the warm-up month before the holidays. The target was met on 16 October. By the 20th, the month was well above the straight line to the target.

Where October orders came from, by how the buyer first found the brand:

• Google search30%
• Meta ads25%
• Direct visits22%
• Email16%
• Google Business Profile, ChatGPT and other7%

Website, before and after

New this season

On mobile and Instagram

Photoshoot and AI imagery

• A younger audienceA new, younger customer is buying from the brand
• More loyal customersExisting customers see a modern product and a modern way of selling it
• New collectionsThe owner keeps ordering new collections
• A plan the owner can checkEvery week, sales against the plan and the channel behind each order, in one dashboard
• A foundation for yearsThe site, search visibility, Google Shopping and B2B pages keep working for the brand name