Podcast
Bringing Business to Retail
Hosted by Salena Knight | Retail & Ecommerce Growth Strategist · EN
Want a business that fills your soul AND your bank account? Retail Strategist Salena Knight, shares information, inspiration and interviews with business leaders, to help you create a more profitable, sustainable and dynamic retail or eCommerce business.
24episodes
Episodes
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How to Get Customers to Say Yes
6d ago00:15:29Tap to summarizeWhy do customers ignore review requests, newsletter signups, and referral programs even when they love your products? In this episode of the Bringing Business to Retail podcast, Salena Knight shares a simple but powerful communication strategy that can help retail and ecommerce businesses increase customer participation without changing their marketing systems or spending more money on advertising. Using examples from both physical stores and online retail, Salena explains why customers are more likely to say yes when requests are framed around helping others rather than helping the business. Whether you're asking customers to leave a review, join your email list, share a photo, or refer a friend, the language you use can dramatically impact the response you receive. You'll learn why traditional review requests often fail, how retail sales associates can generate more customer-created content in-store, and why the most successful brands position customers as contributors rather than consumers. This episode also explores practical ways to improve newsletter signups, increase customer advocacy, and create stronger emotional connections with your audience. If you're looking for simple ways to improve customer engagement, increase loyalty, and generate more social proof for your retail or ecommerce business, this episode will give you actionable ideas you can implement immediately.
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Do You Feel Guilty When Customers Spend Big?
2w ago00:06:06Tap to summarizeDo you find yourself feeling guilty when customers spend a significant amount of money in your store? You're not alone. Many retailers feel uncomfortable when customers make large purchases. Instead of celebrating the sale, they worry the customer will change their mind, question the value, or think they've spent too much. In this mini episode, Salena shares the story of her first $1,000 sale and a coaching conversation with retailer Kevin about the tendency to offer discounts customers never asked for. If you've ever second-guessed your prices or felt uncomfortable when customers spend big, this episode will help you shift your perspective and see sales in a whole new light.
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It Didn't Work - Should I Try Again?
3w ago00:06:18Tap to summarizeEvery retailer has done it. You launch a bundle, run a gift-with-purchase promotion, or test a new offer. The results aren't what you hoped for, so you file it away under "that doesn't work for my store." But what if the offer wasn't the problem? In this short episode, Salena Knight shares a coaching conversation with Jill from Stitchery Fabric Store about a challenge many retailers face: knowing when to move on from an offer and when to give it another chance. The truth is that most business owners make decisions based on feelings rather than facts. A campaign feels like it failed, so it becomes the verdict. The problem is that without enough data, you may be abandoning ideas that could have become reliable revenue drivers. Before you create another offer, listen to this episode and make sure you're not leaving money behind by walking away too soon.
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How Your Generosity Can Attract The Wrong Customers
4w ago00:16:11Tap to summarizeIn this episode, Salena coaches Cathy, the owner of an online gifting business, through one of the most common struggles in retail and ecommerce - spending too much time and money on customers who may never become profitable. Cathy shares how she has been sending free gifts with purchase to customers in an effort to get people to try her products, along with the challenges she faces when corporate customers continually negotiate on price. Salena unpacks why customer experience strategies need to be backed by real data and ROI, and why retailers need to stop making decisions based on emotion alone. The conversation dives into the difference between B2C and corporate customer strategies, why customer qualification matters, and how low-value leads can quietly drain time, energy, and profit from a business. Salena explains the importance of understanding customer value, protecting profit margins, and focusing on the customers who are most likely to generate long-term growth. If you've ever felt busy but not profitable, struggled with discount shoppers, or found yourself saying yes to customers who drain your time, this episode will help you rethink where your attention and energy should really go.
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Could Your Business Survive a Cancer Diagnosis?
May 1900:23:00Tap to summarizeWhat would happen to your business if you couldn't show up tomorrow? It's a question most entrepreneurs avoid asking, until life asks it for them. In this deeply personal episode, Salena Knight opens up about the terrifying moment she was told she was likely facing cancer and how that experience forced her to confront a reality many business owners quietly fear: has the business been built to survive without you? This episode is not just about health. It's about leadership, dependency, burnout, systems, priorities, and the emotional weight so many founders carry behind the scenes. You'll hear the lessons that came from stepping back, re-evaluating what truly matters, and recognising the risks of building a business that depends entirely on one person to keep everything moving. If you've ever felt like your business couldn't function without you, this conversation will challenge the way you think about growth, success, and sustainability. If this episode hit close to home and you realised your business relies too heavily on you to survive, then it's time to build a business that can grow sustainably. Register for the Million Dollar Store Blueprint here.
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Your Competitors Are Keeping You Stuck
May 1300:17:19Tap to summarizeIf you've ever left a networking event wondering whether your business is behind everyone else's, this episode is for you. Salena Knight breaks down the dangerous comparison cycle that many retail and ecommerce store owners fall into without even realising it. From hearing someone talk about record-breaking sales to another retailer struggling with foot traffic, it's easy to start mentally measuring your business against everyone around you. But those comparisons rarely tell the full story. In this episode, Salena shares why benchmarking against other businesses can keep you stuck, distracted, and focused on the wrong things. More importantly, she explains what you should be measuring instead if you want to build a profitable, sustainable, and scalable business. You'll also hear more about Salena's Million Dollar Store Blueprint training and how to identify what actually needs to change inside your business to reach your next level of growth. Register for the Million Dollar Store Blueprint here.
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This Simple Marketing Mistake Cost Me $200,000
May 500:22:03Tap to summarizeMost retailers assume that when customers are already buying, there's no need to market harder. In this episode, Salena shares the costly lesson she learned after treating busy seasons like "business as usual" instead of strategically maximizing every customer interaction. From missed upsell opportunities to poor inventory planning and passive selling, she reveals how retailers unknowingly leave money on the table during their busiest periods. You'll learn how to increase average order value, create strategic gift bundles, improve customer experience, and turn seasonal shoppers into long-term customers - without relying on heavy discounting. If you want your next busy season to be your most profitable yet, this episode will change how you think about promotions, planning, and customer buying behaviour. Ready to make your marketing work? Join the Marketing That Works Bootcamp here
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The Key to Consistent Sales
Apr 2800:12:28Tap to summarizeShow Notes Every week in retail and e-commerce Facebook groups, the same question appears. Sales have dropped off. Is anyone else experiencing this? And every single time, the comments fill up with store owners saying the same things back to each other - it's the economy, the algorithm killed my reach, I've tried everything and nothing works. But here's what almost nobody says: what they've actually been doing for marketing. In this episode Salena Knight gets into why the revenue rollercoaster - that exhausting cycle of a good month followed by a slow month followed by a so-so month - is almost never about the economy or the algorithm. It's a mirror. And once you understand what it's reflecting, you can actually do something about it. In This Episode: Why your sales today are almost always a reflection of your marketing three to six weeks ago Why doing a little bit of everything across every platform gives you exactly the results you'd expect What campaign-driven marketing actually looks like and why it makes everything else easier Ready to make your marketing work? Join the Marketing That Works Bootcamp here
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Why Your Marketing Isn't Turning Into Sales - And What to Do About It
Apr 2100:26:00Tap to summarizeShow 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.
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Why Not Raising Your Prices is the Riskiest Thing You Can Do Right Now
Apr 1400:24:52Tap to summarizeI 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.
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