When we’re running our storefronts, the daily grind can sometimes make us forget about the bigger picture of getting new customers in the door. We all know the struggle of trying to bring in fresh faces without breaking the bank on marketing. It’s a constant puzzle, especially when we’re focused on inventory, staffing, and making rent. This week’s article from Klaviyo touches on something many of us might overlook in our brick-and-mortar world: leveraging existing platforms to find those new customers.

They make a good point about how online marketplaces like Amazon or Etsy give e-commerce businesses instant access to a huge audience. For us, that translates to thinking about how similar established platforms can work in our physical spaces. If you're a restaurant, DoorDash or Uber Eats might feel like they cut into your margins, but they also put your name in front of people who might never have walked past your storefront. Similarly, for boutiques, a pop-up shop within a larger, well-trafficked department store or a curated artisan market can act like a physical "marketplace," offering immediate exposure to an existing customer base. It’s about tapping into someone else’s foot traffic or established digital presence to acquire new customers without building that audience from scratch.

This approach can be especially valuable if you're mid-lease and need to boost sales, or if you're approaching renewal and want to show your landlord increased revenue. It's a way to experiment with new customer segments or expand your reach without committing to a full-scale, expensive marketing campaign. Have any of you found success by partnering with a larger local business or using a delivery platform to bring in new customers? We’d love to hear your experiences in the forum.