Two scopes, one engagement: a centralized HubSpot help desk for wholesale claims and a D2C organic foundation on Shopify.
Corey Nutrition / Inukshuk is a New Brunswick maker of premium performance pet food, sold through a large B2B wholesale network and an emerging Shopify D2C channel. Wholesale claims were stuck in personal inboxes and spreadsheets, with no shared record and no customer context at the moment of resolution. The D2C store had real demand but was missing from Google Shopping, Bing Shopping, Meta Catalog, and the emerging Shopify AI surface. AtlanticWorks ran both scopes together so neither had to wait on the other.
Lost pallets, damaged freight, misdeliveries, and credit requests do not scale in personal email. Reps were leaving the ticket to dig up order history, prior claims, and lifetime value in a separate system before they could even frame a response. There was no CSAT measurement and no way to turn a resolved claim into downstream value.
On the D2C side, product-market fit was not the problem. The Shopify store converted well above category averages, but it was invisible on every major organic shopping surface, including the Shopify AI surface ahead of its broader rollout. Getting indexed before that window closed could not wait.
We ran Scope A (HubSpot Help Desk) and Scope B (D2C Organic Foundation) concurrently, so the CSAT loop in Scope A could feed D2C discoverability as soon as the help desk went live.
HubSpot Service Hub was configured with claim-type pipelines, email and form channels that open tickets automatically, and routing by claim type and rep. The one-page ticket view surfaces customer history, last order, lifetime value, and prior claims without leaving the record.
Satisfaction surveys trigger on ticket resolution. Positive responses enroll customers in a review request workflow to Google Business Profile and the Shopify storefront. Low scores stay private and route for internal follow-up. Every strong wholesale resolution becomes a D2C marketing asset.
Google Merchant Center, Bing Shopping, and Meta Catalog were connected with catalog reconciliation and feed optimization. Product and collection pages were strengthened for classical search and AI-readable structure, and the Shopify AI surface was indexed during the early-access window so the brand was present before broader rollout.
Claims now land in one shared HubSpot desk with the context reps need, review requests run on their own after strong resolutions, and the D2C channel finally has measurable presence on the shopping surfaces that matter. Two problems closed in one engagement: wholesale support that scales, and organic discoverability that was previously missing.
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