Altitude Sports has been selling outdoor and sporting gear to Canadians for over 40 years. What started as a single retail operation grew into two distinct ecommerce properties: Altitude Sports, the flagship store, and The Last Hunt, an outlet channel.
The scale is worth pausing on. Altitude's catalog covers more than 350 brands and 150+ marketplace brands, adding up to roughly 2.8 million SKUs. Behind the storefront, a dev team of 20-25 keeps it all running.
And the incentive environment matches the catalog complexity. At any given moment, Altitude operates 10+ campaign types simultaneously: membership discounts, gift cards, store credits, coupons, automatic cart promotions, shipping offers. They're always on, always interacting with each other in ways that get harder to predict as the catalog grows.
What needed fixing
- Waiting on dev for every promo change, turning what should be marketing decisions into tech projects.
- Losing margin to stacking and promotion rules that had grown over years, with no one fully understanding how they interacted.
- Sitting on customer data with no fast path to incentivize specific behaviors.
Choosing composable
Altitude's commerce platform handled everything: catalog, cart, checkout, content, promotions. That sounds efficient until you need to change a discount rule and it requires an engineering sprint. Altitude didn't go shopping for a bigger suite. Instead, they decomposed the problem.
"We had the data. We had the ideas. What we didn't have was a way to act on them without filing a ticket and waiting." – Marianne Boucher, Product Manager
Working with Orium, the team replaced the monolith with best-of-breed, API-first tools. The lineup: commercetools for commerce, Algolia for search, Contentful for content, Bloomreach for CRM, and Voucherify for promotions, loyalty, gift cards, and credits.
Navigating a major stack change is challenging, but Voucherify has been a very reliable partner every step of the way. Their support is truly exemplary.” – Louis-Dominic Parizeau, CMO, Altitude Sports
Each system does one thing well. Each exposes clean APIs. And here's the part that matters for the rest of this story: every API-first tool in that stack becomes a capability an AI agent can call.
What Voucherify handles
Altitude's incentive setup spans both storefronts and touches nearly every part of the customer experience. The campaign types running at any given time include:
- Shared and unique coupon codes (unique codes distributed via Bloomreach for subscriber-specific offers).
- Automatic cart-level discounts filtered by product collections, brand exclusions, quantity thresholds, and customer segments.
- Alti Dollars promotions enabled by gift vouchers and coupons.
- Gift card credits for refunds, price matching, and account top-ups.
- Expirable one-time-use credits with dynamic expiration dates, triggered by Bloomreach.
- Paid lifetime membership with member-only pricing.
But the campaign types are only half the picture. What makes Altitude's setup genuinely complex is the orchestration logic underneath. Stacking and sorting rules govern which promotions can combine and which stay exclusive. Validation rules enforce order minimums, segment conditions, and per-customer redemption limits. Dynamic discounts let a single coupon produce different effects depending on metadata like order value or membership status.
Managing all of that manually, across two storefronts, with 10+ campaign types always running, is what created the opening for an AI agent, Vincent.
Enter Vincent
Altitude Sports became the first live implementation of Vincent, Voucherify's AI incentive optimization agent. That's not a coincidence. Because Altitude had already built a composable, API-first stack, Vincent has a clean foundation to work with. Today it operates across Voucherify with the goal of extending into Bloomreach and commercetools so it can reason across the full stack.
Two use cases are live. First, customer support: when a customer needs a sorry code or compensation voucher, Vincent generates it on the fly. No more manually checking if the customer exists, finding the right campaign, creating a code, setting expiration, and assigning it. Second, campaign setup: marketing can describe what they want and Vincent builds the campaign directly in Voucherify, informed by competitive benchmarks it surfaces on its own.
Vincent works at Altitude because the architecture was ready for it. Composable, API-first, structured around rules and events. The goal is to keep widening what it can reach.
"When I first saw Vincent, I was speechless. It felt like a completely new way to work. We’re excited to and see how he can help us drive smarter incentive spend." – Marianne Voucher, Product Manager
Results
The most immediate change was speed. Campaign setup that used to take two hours and a two-day turnaround now takes minutes, thanks to the Bloomreach integration handling store credit and coupon distribution automatically. That alone freed up the team to focus on strategy instead of manual configuration.
Bundling was the capability they'd been missing. Their previous platform simply couldn't support the complex bundle offers Alti wanted to run, so they'd either skip them or hack together workarounds. With Voucherify, those promotions went from impossible to routine.
On the operations side, webhooks finally gave them centralized visibility into gift card and store credit balances across internal systems. And Vincent cut the time to generate a per-customer coupon from 4 minutes to 1, which compounds fast when your CS team handles hundreds of requests a week.
What's next
Altitude is deepening its use of Voucherify across the promotion lifecycle, from automated incentive delivery and post-purchase credit handling to surfacing personalized offers directly in the customer account. The team is also preparing to bring new product lines and brands into the setup.
Longer term, the focus shifts to connecting Voucherify more tightly with their CRM and commerce layers using behavior signals, catalog context, and purchase patterns to make promotion logic smarter and more automated over time.
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