Overview

Adam Lippes, the New York ready-to-wear house, partnered with BSPK in July 2025 to make personalized, one-to-one client outreach the engine of its boutique business. Fifteen months later, clients reached through BSPK account for 48% of monthly brand sales, up from 5% in the first month of the program.

Every element of the collaboration served one purpose: helping associates reach the right client, at the right moment, with a message written for that individual. The program now runs across the New York 828 Salon, Houston and Palm Beach boutiques and supports the brand's direct-to-consumer events.

The challenge

Adam Lippes serves a discerning client who expects to be known personally by the boutique team. The brand wanted that standard of service to reach every client, from first-time buyers to long-standing collectors.

• Unify the client picture. Online purchases in Shopify and email engagement in Klaviyo needed to sit in one profile the associate could act on.

• Make follow-up systematic. The brand's preferred service rhythm is the 2-2-2 cadence: a thank-you within two days, a styling check-in at two weeks and a reconnect at two months.

• Reach lapsed clients. Associates needed a daily list of clients who had gone quiet, with context on why each one mattered.

• Give leadership visibility. Retail leadership wanted to see outreach by store and associate, and to reassign clients as teams changed.

The approach: personalized outreach at the center

Personalized outreach was the focus of everything Adam Lippes and BSPK built together. Each capability was configured to help an associate send a relevant, individual message to a specific client.

• One client profile. BSPK synchronizes Shopify and Klaviyo data in real time. Associates see purchase history, email engagement, preferences and notes in a single view before they write.

• The 2-2-2 cadence as a workflow. Thank-you, check-in and reconnect tasks appear on the associate's daily list at the right moment for each client.

• Daily outreach lists. Lapsed and high-potential clients are surfaced every morning, so associates start each day knowing whom to contact and why.

• AI that personalizes at scale. Associates build client segments in natural language and draft messages informed by each client's history. They then add their own voice before sending.

• Visual, one-to-one storytelling. Associates curate looks from the collection and share them with an individual client or a selected list.

• Leadership visibility. Managers follow outreach, conversion and influenced sales by store and associate, and reassign clients through configurable assignment policies.

Evolving the program in 2026

Under the leadership of the brand's VP Retail & Client Experience, the program expanded in 2026 with a series of further evolutions. This direction came from deep retail expertise and a clear view of how the brand's best associates build relationships.

• The 2-2-2 cadence as a connected journey. Each client moves through a thank-you, a styling check-in and a reconnect as one continuous workflow. Associates know exactly whom to contact each day and why.

• A clear picture of every journey. Leadership sees where each client stands in the cadence and where a journey can be extended into the next season, the next event or the next purchase.

• More effective associates. The cadence removes the preparation work from outreach, so associates spend their time on the conversation itself.

Results

Personalized outreach became a primary driver of the business. Over the twelve months to September 2026, clients reached through BSPK generated 32% of brand sales, while total brand sales grew 13% year over year.

BSPK clienteling report, Jul 2025 to Sep 2026 · shares of total brand sales only

The share climbed steadily after launch, peaked at holiday, and reached a record in September 2026 as the team scaled its outreach.

Associate impact. The most active associates attribute 56% to 63% of their personal sales to BSPK outreach. One associate who joined in July 2026 reached 63% within three months.

Store shares cover the full two-year reporting window, including the months before launch, so they understate current performance.

What made it work

• A clear service standard. The 2-2-2 cadence gave every associate the same rhythm of care, and BSPK turned it into daily tasks.

• Context before contact. Unified profiles meant each message referenced what the client had bought, opened or asked for.

• Associate ownership. Associates built their own lists and wrote in their own voice, with AI handling the preparation.

• Visibility for leadership. Store and associate reporting let the brand recognize top performers and coach the rest.

• A partnership that evolves. BSPK continues to extend triggered, cadenced task lists in line with the brand's goals.

Relevance for boutique luxury brands

The Adam Lippes results speak directly to the priorities of designer brands operating a small number of boutiques on Shopify.