Pastels and Pop sells handcrafted footwear. Founders Akanksha and Aarti brought us in to work on the Shopify store, revive newsletter marketing, and improve discovery and ranking. We also manage the website code and plan strategy with the founding team.
- Founders
- Akanksha and Aarti
- Platform
- Shopify
- Engagement
- Ongoing
The starting point
The Shopify website had code issues and loaded slowly, especially the homepage on mobile. Unwanted apps added to the work and cost of running the store.
The newsletter had been dormant for three years. Pastels and Pop still had a subscriber list, but wasn't sending newsletters to it regularly.
Fixing the store and restarting newsletters
We improved the website code and removed unwanted Shopify apps. The cleanup made the storefront faster, including the mobile homepage, and helped reduce overall costs. We continue to manage the website code as part of the engagement.
For newsletter marketing, we revived and refreshed the existing list and started a monthly sending cadence. Pastels and Pop now has a regular newsletter after three years of inactivity.
From top-10 listings to top-3 AI citations
We improved the brand's search engine optimization (SEO), generative engine optimization (GEO), and AI discoverability.
Over the last three months, Pastels and Pop moved from top-10 listings to top-3 citations in the ChatGPT, Gemini and Perplexity conversations reviewed. Google Analytics also showed an increase in traffic arriving from AI sources over the same period.
What changed
| Before | After |
|---|---|
| Slow Shopify loading, especially the mobile homepage | Faster loading after code improvements |
| Unwanted Shopify apps | Apps removed, with lower overall costs |
| Newsletter dormant for three years | Existing list refreshed and monthly newsletters restarted |
| Top-10 listings in the AI chats reviewed | Top-3 citations in ChatGPT, Gemini and Perplexity over the last three months |
We continue working with Akanksha and Aarti on Shopify development, newsletters, discovery and ranking, website code management, and strategy planning.
