create-visitor-routing-skill

Saint Javelin Visitor & Cause-Commerce Router

Purpose

This skill helps an AI agent (or a human concierge) route any visitor to saintjavelin.com toward the single best next action for that visitor — buy a relevant product, pick a gift, prioritize a Made-in-Ukraine item, read impact proof, donate directly, join email/SMS, share the cause, or come back for a drop — in a way that is simultaneously useful to the visitor, economically good for Saint Javelin, and credible to the mission of supporting Ukraine. It is a read-only routing/recommendation playbook: it never completes checkout, never invents urgency, scarcity, or impact figures, and it separates stable brand facts (safe to assert) from dynamic facts (price, stock, shipping, promos, drops, campaigns) that must be confirmed live before they are quoted.

When to Use

• A first-time shopper lands on the site and asks "what is this / what should I get?"
• A Ukraine supporter wants to help but is unsure what to buy.
• A diaspora / cultural-pride buyer wants Tryzub, Vyshyvanka, or Ukrainian-identity items.
• A gift buyer needs something for a giftee, possibly by budget or occasion.
• A collector wants limited drops, recycled war-parts, prints, or numbered/seasonal pieces.
• A Made-in-Ukraine supporter wants to maximize money flowing to Ukrainian makers.
• A gear buyer wants functional apparel/EDC (backpack, fleece, thermals, Defender line).
• A donation-first visitor wants to give money, not buy merch.
• A skeptical visitor asks "is this legit / where does the money actually go?"
• A repeat customer returns and wants what's new or restocked.
• A creator / media / partner / wholesale contact wants press, collabs, or B2B.
• An agent is building a reply, comparison, or shortlist and needs ranked, fit-aware picks.

Workflow

Recommended method is hybrid: pull stable catalog/brand facts from Shopify's open JSON endpoints (fast, no rendering, no anti-bot friction), and confirm dynamic facts (price, stock, sale %, shipping, active drops/campaigns) against the live localized storefront because they change constantly and vary by region. A pure browser flow also works (see Browser fallback) but is slower and unnecessary for stable facts.

Step 0 — Load stable brand facts (assert freely)

These were verified and rarely change. Use them to establish trust and context:

• Origin: Founded Feb 16, 2022 by Christian Borys (Ukrainian-Polish-Canadian, former journalist) as a sticker fundraiser for Ukrainian orphans; after the Feb 24, 2022 full-scale invasion it became a global symbol of support for Ukraine.
• Mission: "We are in business to re-build Ukraine." Aspires to be the "Patagonia of Ukraine" — a heritage outdoor/lifestyle brand built on Ukrainian craftsmanship, moving toward making every item in Ukraine.
• Impact to date: $2M+ donated from sales/profits (brand also cites $2.3M+ in combined sales + direct contributions). Do not quote a more precise live total unless confirmed on-page.
• Where money goes (beneficiaries named on /pages/where-to-donate): Help Us Help (Canadian charity, $25M+ aid since 1993), Unite With Ukraine (#UniteWithUkraine), United24 (Ukraine's official fundraising platform), Ukrainian World Congress (est. 1967), Support Ukraine Now.
• Made-in-Ukraine proof: Recycled war-part collectibles are designed/made by Ukrainian veterans Andriy & Mykhailo (Lviv region). Buy-one-give-one campaigns have run (e.g. "259 fleeces donated" via Gen.Ukrainian + AZOV Care Social Fund). A "Made in Kharkiv" line exists.
• Press: NYT, BBC, CBC, Euronews, Task & Purpose, Toronto Life, BuzzFeed News, CTV (links live on /pages/in-the-media).
• Disclaimer (always honor): Saint Javelin is NOT affiliated with Lockheed Martin or Raytheon; products are not endorsements of those companies.
• Contact: help@saintjavelin.com. Platform: Shopify. Multi-region/currency (USD, CAD, EUR, etc.).

Key stable URLs:

• Impact stories: /blogs/our-impact (also the IMPACT top-nav item)
• Donate (off-site): /pages/where-to-donate
• Story: /pages/about-us-our-story · Media: /pages/in-the-media · FAQ/policies: /pages/order-information-customer-faqs-policies
• Stable JSON: /products.json?limit=250, /collections.json?limit=250, /collections/<handle>/products.json

Step 1 — Classify visitor intent

Read the visitor's words, referral, and any budget/occasion/recipient signal. Map to one router row below. If ambiguous, default to first-time shopper and ask one clarifying question OR lead with Best Sellers + the impact story. Never stall.

Step 2 — Apply the Visitor Router (primary action + backup)

Step 3 — Rank candidate products/pages

Score each candidate and surface the top 1–3. The most expensive item is not the default winner. Weighted criteria:

1. Visitor fit (does it match stated intent/recipient/budget?) — highest weight
2. Usefulness (will they actually wear/use/keep it?)
3. Cause alignment (Ukraine-themed, mission-relevant)
4. Made-in-Ukraine support (veteran/maker-made > print-on-demand) — tie-breaker up
5. Giftability (presentation, universality) — when intent is gift
6. Conversion likelihood (in stock, fair price, low decision friction)
7. Repeat value (does it build a returning relationship?)
8. Trust proof (has reviews / documented impact)
9. Brand risk (avoid items that could read as tasteless out of context)
10. Live-check need (penalize items whose price/stock you can't currently confirm)

Practical entry-price ladder (confirm live; varies by region/sale): stickers ~$9, sticker packs $15–21, patches $20–47, socks $39, bamboo tees $71–89, hoodies/sweaters $116–186, recycled war-parts collectibles $82–206, EDC backpack ~$180, vyshyvanka ~$246, gift bundles $171–202. Lead budget-sensitive and donation-curious visitors to the low rungs — a $9 sticker that converts and recruits a repeat supporter beats pushing a $200 item that doesn't.

Step 4 — Impact-proof routing (for skeptics & cause-motivated buyers)

When trust or "where does the money go" is the blocker, route in this order: /blogs/our-impact (concrete stories: $25k for veterans, 259 fleeces donated, the veterans behind recycled war-parts) → /pages/about-us-our-story (the $2M+ / mission narrative) → /pages/in-the-media (third-party press) → /pages/where-to-donate (full transparency, including the option to skip merch and give directly). Cite only impact facts present on-page; never inflate.

Step 5 — Transaction optimization (ethical, repeat-game)

• Recommend the best-fit item first, then one relevant add-on (sticker/patch/socks) — genuine basket-building, not a hard upsell.
• Surface bundles only when they genuinely save money or solve a gift need.
• Capture email/SMS via the standing "Sign up & get 10% off" offer when the visitor is interested but not ready — this is the highest-leverage repeat-relationship move.
• Mention real, on-page promos only. Never fabricate a sale %, countdown, "only N left," or a fake donation match.
• For donation-first visitors, do not force a purchase; pointing them to /pages/where-to-donate is a win for the mission and builds long-term trust.

Step 6 — Live-check checklist (confirm before quoting any dynamic fact)

Always re-verify these on the localized live page (region changes them):

• Price and currency (USD/CAD/EUR auto-switch by geo)
• Sale/discount (BFCM, "5th Anniversary", blowout %s rotate; tags like bfcm-blowout-25-off are not promises)
• Stock / availability (use the on-collection "In stock" filter; always-in-stock-products is the safe-recommendation set)
• Shipping origin/ETA (at-nova-poshta-warehouse tag = ships from Ukraine; longer transit)
• Active drop (current homepage/NEW drop changes seasonally)
• Live donation campaign (buy-one-give-one offers are time-bound)
• Size/variant availability before recommending a specific size

Game-theory framing (why these rules)

Treat every actor — Saint Javelin, the visitor, the AI agent, Ukrainian makers, veterans/NGOs, collaborators, competitors, and media — as players in a repeated game. Optimize for trust, repeat purchase, referrals, and mission credibility, not single-transaction extraction. Concretely: honest scarcity/price beats fake urgency (a caught lie ends the repeat game); recommending the right (often cheaper) item earns the next visit and a referral; routing a donation-first visitor to a charity instead of forcing merch protects the mission's reputation, which is the brand's core asset; surfacing real impact proof converts skeptics into evangelists. Avoid discount races with competitors — compete on authenticity and Made-in-Ukraine credibility, which are non-replicable.

Success metrics (optimize toward these)

• Conversion rate — visitor → purchase or donation
• AOV — via genuine, relevant add-ons/bundles, not pressure
• Repeat purchase rate — returning supporters
• Email/SMS capture rate — list growth via the 10%-off offer
• Referrals / shares — cause-driven word of mouth
• Impact engagement — /blogs/our-impact and donate-page reads, especially for skeptics
• Satisfaction / trust — no buyer's remorse, accurate expectations on price/shipping/impact

Browser fallback

If JSON endpoints are unavailable or you must confirm a rendered price/stock/promo: open https://www.saintjavelin.com/ (it 301s to the www/localized /en-us host), accept the email popup, use top-nav SHOP / COLLECTIONS / IMPACT, open the relevant collection, toggle the In stock filter, and read the live price/variant block. A residential proxy session is sufficient; verified/stealth was not required.

Site-Specific Gotchas

• Shopify storefront, low anti-bot. products.json / collections.json / /collections/<handle>/products.json are open and reliable for stable data. A --proxies Browserbase session renders the storefront with no captcha/verified needed.
• Apex 301s to www, then 302s to a locale path (/pages/x → /en-us/pages/x). Fetch the localized URL (e.g. /en-us/pages/about-us-our-story) or you get an empty 302 body.
• Currency & price are geo-dependent (USD/CAD/EUR auto-switch by IP). Never quote a price without noting region, and re-check live.
• Sale tags are noise, not truth. Product tags like bfcm-blowout-30-off, 5th-anniversary-sale, BFCM-BLOWOUT-2025 are merchandising labels; the actual discount must be read from the live price block, and many are expired/seasonal.
• at-nova-poshta-warehouse tag = ships from Ukraine (Nova Poshta) — set shipping-time expectations accordingly. at-ecom-warehouse / always-in-stock-products are faster, safer-to-promise picks.
• Quick-search widget quirk: some products show "This product can only be purchased with a selling plan." This is a Shopify selling-plan/pre-order/subscription artifact surfaced by the search overlay, not a sign the item is unavailable — verify on the product page.
• Collections are heavily duplicated/seasonal (bundles, bundles-1, bundles-and-sets, bundles2024; many bfcm-*, defender-*, crimea-beach-*). Prefer the canonical evergreen handles used in the router (best-sellers, made-in-ukraine-collection, budget-gifts, recycled-war-parts, defender-collection, always-in-stock-products).
• Honor the Lockheed/Raytheon disclaimer — never imply official military/defense-contractor endorsement.
• Impact numbers: assert "$2M+ donated" (brand also says $2.3M+ incl. direct donations). Do not invent a more precise/current figure; if a live page shows an updated total, prefer that.
• Read-only: do not add to cart, check out, apply codes, or submit forms. Stop at the recommendation / page-surfacing step.
• Don't manufacture urgency or scarcity, run guilt tactics, or enter a discount race — these break the repeat-game trust the brand depends on.

Expected Output

A ranked routing recommendation object. Distinct outcome shapes below.

Shape A — shopper routed to products

{
  "visitor_intent": "made_in_ukraine_supporter",
  "primary_action": "shop_collection",
  "destination": "https://www.saintjavelin.com/collections/made-in-ukraine-collection",
  "recommendations": [
    {"title": "Tractor Pulling Tank - Keychain (Recycled Artillery Shells)", "handle": "fpv-drone-keychain-recycled-artillery-shells", "made_in_ukraine": true, "veteran_made": true, "price_estimate": "~$117 (CONFIRM LIVE, varies by region)", "why": "Veteran-made, maximal cause alignment, collectible"},
    {"title": "Saint Javelin Olive Green Dad Hat", "made_in_ukraine": true, "price_estimate": "~$68 (CONFIRM LIVE)", "why": "Everyday-wearable Made-in-UA, broad appeal"}
  ],
  "add_on_suggestion": {"title": "Made in Ukraine Sticker", "price_estimate": "~$9"},
  "live_checks_required": ["price", "currency", "stock", "active_sale"],
  "trust_assets": ["/blogs/our-impact", "/pages/where-to-donate"]
}

Shape B — skeptic routed to proof

{
  "visitor_intent": "skeptical_proof_seeker",
  "primary_action": "show_impact_proof",
  "destination": "https://www.saintjavelin.com/blogs/our-impact",
  "proof_points": ["$2M+ donated from sales", "Recycled war-parts made by Ukrainian veterans Andriy & Mykhailo", "259 fleeces donated (Gen.Ukrainian + AZOV Care)", "Press: NYT, BBC, CBC, Euronews"],
  "follow_up": ["/pages/about-us-our-story", "/pages/in-the-media", "/pages/where-to-donate"],
  "purchase_pressure": "none"
}

Shape C — donation-first visitor

{
  "visitor_intent": "donation_first",
  "primary_action": "route_to_donate",
  "destination": "https://www.saintjavelin.com/pages/where-to-donate",
  "charities": ["United24", "Help Us Help", "Unite With Ukraine", "Ukrainian World Congress", "Support Ukraine Now"],
  "optional_merch": {"title": "Made in Ukraine Sticker", "price_estimate": "~$9", "note": "offer only if visitor also wants a token; do not force"},
  "email_capture": "offer 10% sign-up if interested in future drops"
}

Shape D — gift buyer by budget

{
  "visitor_intent": "gift_buyer",
  "constraints": {"budget_usd": 50, "occasion": "birthday"},
  "primary_action": "shop_collection",
  "destination": "https://www.saintjavelin.com/collections/budget-gifts",
  "recommendations": [
    {"title": "TRYZUB Christmas Socks", "price_estimate": "~$39", "giftability": "high"},
    {"title": "Super 3 Sticker Pack", "price_estimate": "~$21", "giftability": "medium"}
  ],
  "live_checks_required": ["price", "stock", "shipping_eta"],
  "rationale": "Best-fit-within-budget chosen over most expensive item"
}