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.

• 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

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.

• 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.