In season 2 of the documentary series Small Business Revolution — Main Street, the marketing experts at Deluxe worked with Paulette Kirk Kasmer, owner of retail shop Polka Dot Parlor, to bring her marketing into focus. In addition to setting up a brick-and-mortar storefront, Paulette had established an e-commerce component to her business. While adding e-commerce can bring in more revenue, doing so isn’t the right move for every retailer.

In this video, Deluxe SEO Manager Noah Turner explains how his team used what they’d learned about the way shoppers search for boutique clothing on the web to determine if Polka Dot Parlor’s website should focus on online sales or function as a digital billboard for the shop.

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