Build a loyal customer base
I always thought the physical store would be the cream on top, because the online shop was so strong. But it’s flipped; physical stores are more important than ever as it’s all about people getting fulfilment, taking time out to connect with others. The good thing about being online first is we already had loyal customers all round New Zealand. I have people still coming in now who first bought from us online six years ago. So rather than just relying on walk-in customers, we already had a strong base of people.