Jumping between systems creates inefficiencies and inaccuracies, which is never ideal in our fast-paced retail world. With BSPK, we know we're getting consistent information across systems, with no room for mistakes or errors. I think that's the most important thing in our world these days.
— Alexis Javardian, Sr. Director of Retail, Simkhai
Overview
Simkhai, the luxury US fashion brand, partnered with BSPK to bring personalized, one-to-one client outreach to its retail stores. The program launched across the store network in November 2025.
In the program's first eleven months, clienteled clients spent 2.7 times more than the brand average and purchased twice as often. Personalized outreach was the focus of every step: helping each stylist reach the right client, at the right moment, with a message written for that individual.
The challenge
Simkhai's stylists build close, long-term relationships with their clients, from bridal customers to devoted regulars who shop across cities. The brand wanted to give every stylist the tools to nurture those relationships consistently and at scale.
One view of every client. Purchase history from Shopify e-commerce and Shopify POS needed to sit in a single profile the stylist could act on.
Consistent follow-up. Every purchase deserved a timely, personal thank-you, with further touchpoints for birthdays and new arrivals.
Respect for client relationships. Stylists needed confidence that their clients would be looked after by them, with clear visibility of who had contacted whom.
Targeted outreach by category and region. Stylists wanted to reach the right clients for each moment, such as footwear buyers for a new shoe delivery or clients near a specific boutique.
The approach: personalized outreach at the center
Every capability in the Simkhai program was configured to help a stylist send a relevant, individual message to a specific client.
Unified client profiles. BSPK brings Shopify e-commerce and Shopify POS data into one profile, so stylists see the full purchase history before they write.
Daily thank-you and birthday lists. Every new purchase appears on the stylist's thank-you list, and birthdays surface automatically. Stylists choose the right moment to reach out, such as waiting until after a wedding for a bridal client.
Curated client lists by store. Lists are built with headquarters for each boutique, so stylists focus on the clients who shop with their store.
Store-based client assignment. Clients are assigned to the boutique where they shop most, and each profile shows who last contacted the client.
Targeted filters. Stylists segment by product category, location and mobile area code to match each message to the client's interests.
Personal messaging from the stylist's phone. Messages go out by text or email in the stylist's own voice, and every interaction is recorded in the client profile.
Building the program together
BSPK leadership visited Simkhai stores to hear directly from stylists, then worked with the retail team to shape the next phase of the program around how the brand defines client relationships.
Store-based visibility. Client lists follow each client's shopping history, so stylists see the clients of their own boutique alongside online-only clients.
Contact alerts. A stylist receives a prompt before messaging a client who was recently contacted by a colleague, and can then choose how to proceed.
Private clients. Headquarters can designate core clients to a single stylist, protecting the brand's most important relationships.
This collaboration reflects how BSPK works with every brand: the product evolves with the retail team's expertise and the way its stylists sell.
Results: eleven months of personalized outreach
The program launched across the store network in November 2025. Across the period, 17% of contacted clients went on to purchase.
Area | Measure | Result |
|---|---|---|
Sales growth | BSPK-influenced sales, Q3 2026 vs. first three months | 4.6x |
Sales growth | Total brand sales, Nov 2025–Sep 2026 vs. prior year | +25%, with BSPK-influenced sales equal to about 40% of the increase |
Sales growth | Average order value, clienteled vs. brand average | +36% |
Sales growth | Units per transaction, clienteled vs. brand average | +33% |
Client value | Spend per client, clienteled vs. brand average | 2.7x |
Client value | Purchases per client, clienteled vs. brand average | 2x |
Stylist adoption
In the leading store, BSPK influenced 17% of sales across the two-year reporting window, including the months before launch.
Adoption broadened across the store network over the year as every team scaled its use of BSPK.
The most active stylists attribute 20% to 22% of their personal sales to BSPK outreach. One stylist converts 41% of the clients she contacts.
Another stylist grew her monthly BSPK-influenced sales more than 20x between December 2025 and September 2026.
What made it work
A daily rhythm of personal follow-up. Thank-you and birthday lists gave stylists a clear starting point every day.
Context before contact. Unified Shopify profiles meant each message reflected what the client had bought and where.
Clear relationship rules. Store-based assignment and contact visibility gave stylists confidence to reach out.
Champions in store. Early adopters showed their colleagues what personalized outreach could deliver.
A partnership that listens. BSPK and the Simkhai retail team continue to shape the product around the way the brand sells.
