Corey Nutrition / Inukshuk
Two infrastructure gaps closed in one 90-day engagement: a centralized B2B help desk and a D2C organic foundation built before the Shopify AI surface broader rollout
Corey Nutrition produces premium pet nutrition products under the Inukshuk brand from New Brunswick, Canada, distributed through a large B2B wholesale network and an emerging Shopify D2C channel. B2B claims were being handled through personal inboxes and spreadsheets with no shared record and no customer context available at the moment of resolution. The D2C channel had real demand and above-average conversion rates but was absent from Google Shopping, Bing Shopping, and Meta Catalog, and had no presence on the Shopify AI surface ahead of its broader rollout. We ran both scopes simultaneously so neither had to wait for the other.
Services
- HubSpot Service Hub configuration (pipelines, ticket types, channels, routing, permissions)
- One-page ticket view with customer history, lifetime value, and prior claims
- Auto-routing rules by claim type and rep assignment
- CSAT surveys and review automation (Google + Shopify)
- Google Merchant Center, Bing Shopping, and Meta Catalog setup
- Shopify catalog reconciliation and feed optimization
- Shopify AI surface indexing and AI shopping directory submissions
- SEO and AEO: keyword research, product page optimization, FAQ blocks, product schema
- Technical SEO sweep and Core Web Vitals
- Organic traffic reporting dashboard
Tech Stack
The Challenge
A wholesale claims process covering lost pallets, damaged freight, misdeliveries, and credit requests does not scale in personal email inboxes. Reps were leaving the ticket to search for a customer's order history, prior claims, and lifetime value in a separate system before they could even frame a response. Workload was concentrated rather than distributed. There was no CSAT measurement, no systematic feedback loop, and no mechanism converting a resolved claim into any kind of downstream value.
On the D2C side, the problem was not product-market fit. The Shopify store had a visitor base and conversion rates well above e-commerce category averages. The problem was that it was invisible on every major organic shopping surface, including the emerging Shopify AI surface that was due for its broader rollout on May 25, 2026.
Getting indexed before that window closed was a time-sensitive priority that could not be deferred.
The Solution
We ran Scope A (HubSpot Help Desk) and Scope B (D2C Organic Foundation) concurrently, structured so the CSAT automation loop in Scope A fed the D2C discoverability goals of Scope B from the moment the help desk went live.
Help desk built around one-page context
We configured HubSpot Service Hub with claim-type pipelines (lost freight, damaged pallets, misdeliveries, returns, credit requests), email and form channels that convert inbound contacts into tickets automatically, and auto-routing rules that distribute tickets by claim type and rep assignment. The one-page ticket view was built to surface each customer's full history, last order, lifetime value, expected next-order date, and all prior claims without the rep ever leaving the record. No tab-switching. No searching a separate system.
CSAT surveys that feed D2C reviews
Customer satisfaction surveys trigger on ticket resolution. Positive responses enroll the customer in a review request workflow directing them to Google Business Profile and the Shopify storefront. Low scores are captured privately and routed for internal follow-up before any public response is required. Every resolved wholesale claim with a positive outcome becomes a D2C marketing asset.
Shopping feeds live across all three channels in Month 1
Google Merchant Center was verified and configured. Bing Shopping and Meta Catalog were connected. The Shopify product catalog was reconciled across all three platforms with feed optimization covering titles, descriptions, and product attributes to maximize placement relevance and impression share. Google Business Profile was refined for regional and local search.
Shopify AI surface indexed before the broader rollout
Structured catalog submissions and product data optimization were completed on Day 22, three days before the May 25 broader rollout opened to the general market. Indexing during the early-access window secured first-mover placement on the new AI shopping surface before the broader competitive set entered.
SEO and AEO on top product and collection pages
We ran keyword research against high-intent terms for premium pet nutrition and specialty dog food, then optimized the top-performing product and collection pages for both classical search and AI-readable structure: intent-matched copy, FAQ blocks, product schema, and structured attributes so the store surfaces in Google, Bing, ChatGPT, Copilot, and Perplexity. A technical SEO and Core Web Vitals sweep in Month 3 was iterated against live performance data from Months 1 and 2.
The Results
With auto-routing and the one-page ticket view live, average resolution time dropped 70% within the first 60 days. Every claim now lands in HubSpot with full customer context, and zero tickets have been lost to inbox overflow since launch. The CSAT loop produced five times the prior monthly review volume within 90 days. The D2C organic baseline, previously unattributable, became measurable by Month 2 with three shopping channels and the Shopify AI surface all reporting traffic for the first time. As the operations lead put it, two problems were fixed at once: every claim is tracked with the context reps need, and reviews now come in on their own.