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Building a successful business isn’t just about selling products—it’s about fostering relationships. Angie, the founder of Bobo Palm Springs, a curated stationary store, shares her insights on how today’s customers seek more than just transactions; they want meaningful connections with the brands they support. Whether online or in a physical retail space, creating a brand that resonates with your audience is key to long-term success. This guide explores how businesses can cultivate loyalty, engage effectively, and grow sustainably by blending e-commerce with a strong offline presence.
How to Build a One-To-One Relationship with Your Customer
Building a brand isn’t just about selling products—it’s about creating a connection. At Bobo Palm Springs, a curated stationary store, the focus is on speaking to one ideal customer. By deeply understanding this persona, the brand crafts messages that resonate. Rather than telling customers why they should buy, the goal is to help them see themselves in the product, creating a natural and authentic bond.
Marketing & Selling Funnels
For an e-commerce and brick-and-mortar business, the customer journey is different at each touchpoint. Online, it’s about education—guiding potential buyers through the process of discovering a product, seeing its value, and making a purchase. In-store, where impulse purchases are common, there’s a much shorter window to create engagement and convert interest into a sale. Understanding these nuances helps to refine the approach in each space.
Talking To Your Customers & Creating A Real-Time Feedback Loop
Having a physical retail space offers a unique advantage: immediate customer reactions. While e-commerce provides analytics, an in-person store allows for direct observation of what resonates. Seeing how customers interact with products and listening to their feedback helps refine offerings, improve marketing strategies, and ensure that the business remains customer-centric.
The Process Of Mixing Ecommerce and Bricks & Mortar
Running both an online store and a physical retail location presents challenges. While they sell the same products, they operate as two entirely different businesses with separate costs, marketing approaches, and customer behaviors. Ensuring that both align with the brand’s values, aesthetics, and voice helps to create a seamless experience. At Bobo Palm Springs, the ethos of supporting women of color and queer artists ensures that the store is more than just a retail space—it’s a community.
Gaining Inspiration From The Physical World
Stepping into a retail store provides insights that data can’t capture—how a product feels, how customers react to it, and what drives their purchase decisions. These observations can be translated into better online experiences, improving product descriptions, marketing materials, and engagement strategies.
How To Get That 2nd Order
Acquiring new customers is costly, so repeat business is key. Email marketing remains a crucial tool, but success comes from offering genuine value rather than just pushing products. Newsletters, behind-the-scenes content, and personalized engagement help build trust and loyalty, encouraging customers to return.
How To Reach Out To Your Customers Effectively
Customers today want a personal connection. Signing off emails with a real name, engaging directly with customers, and offering concierge-level service helps businesses stand out. The goal is to make customers feel valued, ensuring they continue to engage with and advocate for the brand.
Diversifying Your Sales Process
Sustainability in business comes from diversification. Whether it’s expanding into wholesale, refining marketing strategies, or exploring new customer touchpoints, businesses must continuously adapt. While growth is exciting, ensuring efficiency and long-term stability is essential. With the right balance, businesses can build a resilient foundation that thrives in an ever-changing market.
Check out the full podcast episode here.
This episode was brought to you by Nick Trueman, Director of PPC & SEO Agency, Spec Digital.