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How a Luxury Tableware Brand Elevated Their Digital Growth With AOC After Leaving a Large U.S. Agency
For more than 35 years, VIETRI has been the premier American importer of handcrafted Italian tableware, linens, glassware, and home décor. Inspired by a family trip to Italy in 1983, the brand celebrates the art of gathering around the table, offering heirloom-quality pieces handcrafted by Italian artisans. Their mission is simple and timeless: inspire connection, elevate the everyday, and bring the beauty of Italy into homes across the world.
For more than 35 years, VIETRI has been the premier American importer of handcrafted Italian tableware, linens, glassware, and home décor. Inspired by a family trip to Italy in 1983, the brand celebrates the art of gathering around the table, offering heirloom-quality pieces handcrafted by Italian artisans. Their mission is simple and timeless: inspire connection, elevate the everyday, and bring the beauty of Italy into homes across the world.
Scope Summary
The Effort
Blog Migration & SEO Preservation
CRO & UX/UI Improvements
Technical Maintenance & Product Data Cleanup
SEO Optimization
Paid Ads Management
Case Study Category
Monthly
This range is provided only as a reference to help estimate similar engagements. Actual costs vary based on project scope, complexity, custom functionality, and client direction.
Service Model
Monthly
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We offer three flexible service models: On Call, Project, Monthly. See our pricing page for details.
Theme: Expanse
Team Members
Vianca: Project Manager
Mark: Developer
Myles: UI/UX Designer
Kevin: CRO Expert
Keito: SEO/GEO
Tech Stack
WordPress
Figma
Google Ads
Microsoft Advertising
Klaviyo
Why It Was A Fit
VIETRI first engaged Always Open Commerce for a focused blog migration from Shopify to a WordPress subdomain. The project needed to retain the brand’s refined visual direction while carrying over the existing content structure and SEO elements. The initial assignment also gave VIETRI a way to evaluate the team’s responsiveness, design execution, and technical delivery before expanding the relationship.
Ongoing Priorities
Following the initial project, the relationship expanded into Monthly support across several recurring areas:
Blog and search-preservation work as the content experience evolved.
Conversion-focused UX/UI improvements across the Shopify Plus storefront.
Technical store maintenance and product-data cleanup.
SEO optimization and ongoing search improvements.
Paid media management across Google Ads and Microsoft Ads.
Ongoing performance monitoring and identification of new improvement opportunities.
The Engagement
The engagement developed from a defined migration project into ongoing cross-functional support spanning design, development, CRO, SEO/GEO, product data, and paid media. This structure allowed improvements to be addressed across the storefront and acquisition channels rather than treating each need as an isolated project.
What We Improved Over Time
Blog Migration & Brand Extension
The WordPress blog was designed as an extension of VIETRI’s existing luxury aesthetic rather than a standalone content property. The migration included content-structure and SEO-preservation work alongside a layout intended to support storytelling and product discovery.
CRO & UX/UI
Ongoing storefront work included conversion-focused improvements and UX/UI updates intended to make the Shopify Plus experience easier to navigate and refine the customer journey over time.
Technical Maintenance & Product Data
The Monthly scope also included technical store maintenance and product-data cleanup, giving the team a recurring path for addressing storefront issues and maintaining more consistent product information.
SEO & Search Support
The Monthly scope also included technical store maintenance and product-data cleanup, giving the team a recurring path for addressing storefront issues and maintaining more consistent product information.
Paid Media
The engagement also expanded to paid media management across Google Ads and Microsoft Ads, adding acquisition-channel support to the broader Monthly program.
Notable Wins
The initial blog migration became the starting point for a broader ongoing relationship.
The scope expanded across CRO, UX/UI, development, product data, SEO/GEO, and paid media.
VIETRI gained one cross-functional team able to address storefront and acquisition priorities within the same engagement model.
Looking Ahead
Following the initial blog project, the relationship expanded into ongoing Monthly support across the Shopify Plus storefront and related growth channels.
AOC has been outstanding to work with for the last 7 years. I recommend them to anyone looking to leave their agency or consultants and switch to a more cost effective solution. I have done various projects from wide scale migrations of multiple stores to optimizing stores that generate 8 figures annually and everything in between. I have always enjoyed working with this great team of dedicated individuals that are professional, kind and hardworking.
- Rodger, Vietri
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