Bringing Business to Retail

Show Notes
You're not being ignored, you're being overlooked. And that's a very different problem. 
In this episode, Salena Knight shares a simple but powerful story - walking past a beautifully curated store for 18 months without ever going in, despite being the ideal customer. It highlights a problem many retailers and ecommerce brands face: being visible, but not truly seen.
If your store isn't getting the attention or sales you expected, this episode breaks down why - and what to do about it.
You'll learn how to think about the real cost of inconsistent marketing, why customers overlook brands that don't show up consistently, and how to reframe marketing so it feels less like selling and more like serving.
In This Episode
Why being technically visible is not the same as being seen

How ideal customers can still miss your brand

A simple way to calculate the cost of not showing up

The mindset shift that makes marketing easier and more effective

Why consistent, campaign-driven marketing leads to better results

Key Takeaway
Customers don't go looking for you - they respond to what's consistently in front of them. When you show up with intention and frequency, you create more opportunities for them to choose you.
Ready to be seen? Join the Marketing That Works Bootcamp here.

I recently stopped at a fuel station to fill up my car - something I don't do very often - and watched the bowser tick past $90, $100, $110, $120. I was genuinely waiting for fuel to come gushing out because surely it had to be broken.
It wasn't broken. And that moment is exactly what this episode is about.
Rising costs are hitting every part of retail and e-commerce - freight, fuel, wages, rent, suppliers. But what I'm seeing over and over again is store owners absorbing those costs out of their own pocket instead of adjusting their prices. In this episode, I'm getting into why that has to stop, and what you need to do before the damage becomes irreversible.
 
Key Topics
Why every step of your supply chain is getting more expensive - and why economists are saying this will be felt for at least 12 to 18 months

The time lag effect: stock ordered today may not sell for months, but the costs are locked in now

The two pricing mistakes store owners make - and why the second one is the most dangerous

Why the customers you lose when you raise prices are rarely the ones worth keeping

How to raise prices with confidence, without apologising or over-explaining

 
Key Takeaways
Rising costs must be reflected in your pricing

Review your margins now, not at the end of the financial year

Pricing decisions should be based on data, not fear

A profitable business is a better business - for you, your team and your customers

 
Enrol in the Marketing That Works Bootcamp.

My guest today is Teresa Olson, founder of Olson House in Milwaukee, a beautifully curated store known for Scandinavian-inspired homewares, design-led products, and now a growing vintage collection.
But her story does not begin in retail showrooms and brand catalogues.
It starts in a Kmart, moves through a record store, a speech communications degree, DJing, interior design, corporate office life, and eventually a leap into opening her own store in 2015.
In this conversation, Teresa shares how she built Olson House with intention, how she sourced directly from Scandinavia, what she learned from navigating freight and tariffs, and how a vintage pivot helped drive a 90 percent jump in online sales.
This is one of those episodes that is full of heart, but also packed with quiet commercial wisdom.
In this episode, we cover:
Teresa's unconventional journey from record stores to retail founder

Why she left corporate life and retrained as an interior designer

How a trip to Scandinavia shaped the Olson House brand

What independent retailers can learn from sourcing with intention

The hard realities of tariffs, freight, and small-space inventory decisions

How vintage became a strategic pivot, not just a passion project

What drove a 90 percent increase in online sales

Why Google Shopping ads worked better than broad awareness marketing

How Teresa uses email segmentation and VIP offers to increase conversions

What local retailers can do when external factors hit foot traffic

Why nimbleness matters more than ever in today's retail environment

You can explore her store online at Olson House.

Discounting is not the only way to increase sales.
In a recent conversation on the She Sells Differently podcast with Andee Hart, I sat down to talk about what actually drives profitable sales for independent retailers, makers, and eCommerce brands.
If you are relying on discounts to generate revenue, this episode will challenge that thinking.
We unpack why so many promotions fall flat, how to build urgency without cutting your prices, and what you really need to understand about inventory, cash flow, and customer behavior if you want consistent, sustainable growth.
👉 You can listen to the full episode over on Andee's podcast here.
In this episode, we cover:
Why discounting should not be your default sales strategy
The real cost of inventory sitting on your shelves
How pre-sales can generate cash flow and validate demand
Why most businesses are not promoting enough
The difference between promotions that drive profit, list growth, inventory clearance, or order value
How to use urgency, scarcity, and stronger messaging without relying on discounts
Why product attachment can hurt decision making
The importance of debriefing every campaign so you can repeat what works
Key takeaway: Promotions should have a purpose. If you do not know the goal, the audience, and the strategy behind the campaign, you are simply throwing glitter at a cash flow problem and hoping it turns into revenue.

What makes someone pay more for the same product?
That question sits at the heart of this episode.
In this wide-ranging conversation, Salena and Matt dive into what separates a premium brand from a commodity business, why experience matters just as much as the product, and how smart retailers use positioning to make price feel justified.
They also explore something most people avoid talking about: the emotional baggage around money. Especially for founders who grew up believing rich people were greedy, charging more can feel uncomfortable, even when the business and the customer experience support it.
This episode covers:
Why customer experience is your real competitive edge

How price anchoring changes the way people perceive value

Why premium brands performed better when consumer spending tightened

What retailers can learn from Apple's in-store experience

How to hire people who buy into the brand, not just the paycheck

Why your team does not need to think like a founder

How mission makes it easier for staff to stay engaged

Why making more money gives you more choices and more impact

Key Takeaways
Customers do not buy features first. They buy solutions in their own language.

The same product can command a higher price when the buying experience is easier, faster, or more complete.

Price anchoring works because the first number customers see becomes their mental benchmark.

Premium does not mean luxury. It means there is a clear reason your offer is worth more.

Founders need teams who align with the vision, not clones who think exactly like them.

Hiring for culture and values matters just as much as skill in many roles.

Money without mission feels hollow. Mission without money struggles to survive.

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This episode originally aired as a guest conversation on The eCommerce Podcast with Matt Edmundson.
Matt asks sharp questions, cuts through fluff, and brings on guests who actually know what they're talking about.
You can check out his show here: https://www.ecommerce-podcast.com/