Deluxe. For the love of small business.
  • Checks & Business Supplies
    • Business Checks
    • Emailable Checks
    • Business Forms
    • Business and Office Supplies
    • Retail Packaging
  • Logo Design & Print Marketing
    • Logo Design
    • Print Marketing
    • Promotional Products & Apparel
  • Website & Online Marketing
    • Website Design
    • eCommerce
    • Email Marketing
    • Social Media Marketing
    • Search Engine Marketing
  • Ideas & Insights
    • Starting a Business
    • Marketing
    • Financial
    • See All Resources
  • More from Deluxe
    • Financial Institutions
    • Personal Checks
    • About Deluxe
    • Community
    • News & Media
    • Investor Relations
    • Careers
    • Deluxe Corporate Home
  • Order Checks
    • Business Checks
    • Personal Checks
Search for:
(searches within the Small Business Resource Center)
Small Business Resource Center
  • Home
  • Start My Business
    • Marketing
    • Finances
    • Operations
  • Run My Business
    • Marketing
    • Finances
    • Operations
  • Grow My Business
    • Marketing
    • Finances
    • Operations
  • Webinars & Events
  • Small Business Revolution
    • Season 1
    • Season 2
    • Season 3
    • Season 4
Resource Center Home Small Business Revolution Funky clothing retail shop gets a makeover
Small Business Revolution Small Business Revolution
A movement supporting small businesses

Funky clothing retail shop gets a makeover

7 min read
Main Street Season 2
Season 2 trailer Ep. 1: Meet Bristol Borough Ep. 2: Hems Truck & Auto Ep. 3: Miguel’s Riverside Barber Shop Ep. 4: Annabella’s Italian Restaurant
Ep. 5: Polka Dot Parlor
Ep. 6: Keystone Boxing & MMA Gym Ep. 7: Discover Learn & Grow Ep. 8: Bristol Borough finale Ep. 9: Back to Bristol
Main Street Season 4
Season 4 Trailer Ep. 1: Meet Searcy Ep. 2: Whilma's Filipino Restaurant Ep. 3: ARganic Woodwork Ep. 4: El Mercado Ep. 5: Nooma Yoga Studio Ep. 6: Zion Climbing and Event Center Ep. 7: Savor + Sip Coffeehouse Ep. 8: Searcy Finale
Main Street Season 3
Season 3 Trailer Ep. 1: Welcome to Alton Ep. 2: Morrison's Irish Pub Ep. 3: Today's Beauty Supply Ep. 4: Shampooches Dog Grooming Ep. 5: Lovett’s Soul Food Ep. 6: Bluff City Outdoors Ep. 7: Lighthouse Sounds Ep. 8: Alton Finale Ep. 9: Back to Alton
Main Street Season 2
Season 2 trailer Ep. 1: Meet Bristol Borough Ep. 2: Hems Truck & Auto Ep. 3: Miguel’s Riverside Barber Shop Ep. 4: Annabella’s Italian Restaurant Ep. 5: Polka Dot Parlor Ep. 6: Keystone Boxing & MMA Gym Ep. 7: Discover Learn & Grow Ep. 8: Bristol Borough finale Ep. 9: Back to Bristol
Main Street Season 1
Season 1 Trailer Ep. 1: Meet Wabash Ep. 2: Harry’s Old Kettle Pub & Grill Ep. 3: Ellen’s Bridal & Dress Boutique Ep. 4: Filament Tattoo Ep. 5: Schlemmer Bros Ep. 6: Thriftalicious Ep. 7: The Eclectic Shoppe Ep. 8: Wabash finale
Documentary
Small Business Revolution Documentary

Paulette Kirk Kasmer opened Polka Dot Parlor to encourage women of all ages to explore their sense of fashion in a fun supportive environment. Between the steady rotation of new merchandise and Kasmer’s eye for curating the perfect outfit, customers walk out of her shop with a fresh look and a spring in their step.

“I love that I can help women and girls with their body image, combining fashion, positivity and laughter,” she says.

Since opening, Kasmer has taken steps to build her shop’s client base while also attempting to sell her products online. As the only clothing retailer in downtown Bristol Borough, Kasmer is looking for help to encourage potential shoppers to make a special trip to her store.

Establishing a memorable brand

Realizing how important it is for retailers to make a great first impression on customers, the marketing team from Deluxe outlined a plan to trigger repeat visits to the shop, while also boosting Polka Dot Parlor’s brand to accelerate word of mouth. Everything would need to come together to help Kasmer capitalize on the retail industry’s busiest season – the holidays.

After an initial call with Kasmer, the Deluxe team quickly went to work on strengthening Polka Dot Parlor’s visual brand – both inside the shop and online.

Designing a new logo

Polka Dot Parlor’s original logo was steeped in Kasmer’s whimsical personality as well as her love for cats. While it expressed the fun spirit of the shop, Kasmer’s logo was hurting her business. Its many colors and design elements felt crowded and failed to communicate the boutique’s brand.

Polka Dot Parlor logo: before

Polka Dot Parlor logo: after

 

The new logo aligns with the Parlor’s identity. The simplified format also ensures the logo looks great in all formats, whether it’s printed on a big sign, or a tiny business card.

Extending the brand to print marketing

With a new logo in hand, it was time apply it across multiple customer touchpoints to unify and strengthen the shop’s brand, including professional business cards and postcards.

Deluxe also developed custom packaging to turn a Polka Dot Parlor purchase into a walking billboard.

“My new packaging makes my store and all my clients stand out,” says Kasmer.

Extending the brand online

Shortly after launching her business, Kasmer hired a web designer to build an eCommerce website to sell products. But after several months, Polka Dot Parlor struggled to attract business online, and had yet to make one sale. The web team at Deluxe suggested a different route, and proceeded to design a website geared toward storytelling to get people in the door and boost social and email followers.

Old website did not mirror Polka Dot Parlor’s brand

New website captures the personality of the shop

New website showcases the owner’s personal style and welcoming vibe

New website features the bold and brave looks one will find at the shop

Launching an email marketing strategy

Creating an email marketing program is a great way to drive revenue for a small business. Deluxe encouraged Kasmer to build an email list, simply by placing a notebook at the register where customers could sign up for email updates. Within a month, Polka Dot Parlor collected nearly 100 email addresses – an adequate volume to launch the shop’s first email featuring a downtown sale event.

Deluxe also helped Kasmer plan her email strategy for the entire year, coordinating the promotions with in-store sale events and window merchandising strategy.

Building a social media content strategy

In order to round out Polka Dot Parlor’s digital strategy, the Deluxe team coached Kasmer on Facebook and Instagram best practices. They also helped her shift from using social media like a person to using it like a brand. The before-and-after images below also highlight the impact new branded graphics made on the shop’s page.

Facebook page: before

Facebook page: after

More foot traffic translates to record sales

As Kasmer approaches her shop’s one-year anniversary, she is thrilled to see how the new branding is attracting more customers, encouraging repeat visits and driving record sales. With an email list that’s grown from 0 to 500 and is still growing, she’s well on her way to building a loyal customer base and keeping business booming.

“I am getting more and more new and returning customers. My new brand really helps my store stand out and is the icing on the cake that makes me feel I am a true boutique for the unique,” she says.

Professional logo design, starting at $99

Partner with an experienced designer to develop a logo that tells your business story.

COMPARE PACKAGES >>
Julie Gordon
Director of Marketing Partnerships, Deluxe Corp.
@stillwaterjulie
Was this useful?
30 0
More on this Topic
eBook
Marketing Fundamentals: 8 ways to reach new customers, starting today

Not a marketer? Not a problem. Learn the components of a successful marketing plan, with real-world examples and practical guidance.

1 min read
Article
4 search marketing tips to make your store stand out online

If your business isn't listed and listed highly, you're as good as invisible. Make your presence known with four key search marketing strategies.

4 min read
Video
SEO tips: The pros and cons of e-commerce

See how Deluxe and the Small Business Revolution team used SEO keyword research to determine whether a Pennsylvania boutique should invest in e-commerce.

1 min read
Looking for
a partner?
We can help.

Deluxe offers a variety of marketing solutions for your small business. Tell us about the challenges you face, and we’ll partner with you to solve them.

CALL 866.220.2334

Subscribe to email updates

Get business insights and ideas delivered to your inbox

Explore Deluxe Small Business Solutions

From online marketing to promotional products, to the business checks we built our reputation on, our full suite of products and services are time-tested by businesses like yours. See all small business solutions from Deluxe »

Logo Design Logo Design
Websites Websites
Email Marketing Email Marketing
Social Media Marketing Social Media Marketing
Search Engine Marketing Search Engine Marketing

Business Checks & Supplies, eChecks, Printed Products

800.328.0304

Websites & Online Marketing

Customer Service & Technical Support
For website hosting, domains and email marketing
800.784.7389

Sales
For logo design, websites, search marketing & social media marketing
866.355.0050

Deluxe Corporate Home

About Us
News & Media
Investor Relations
Careers
Community
Contact Us

Small Business Revolution
Follow Us
©2021 Deluxe Enterprise Operations. All Rights Reserved.
Privacy & Terms Website Accessibility Policy
   TRUSTe Privacy Certification
CLOSE
Small Business
Resource Center
  • Home
  • Start My Business
    • Marketing
    • Finances
    • Operations
  • Run My Business
    • Marketing
    • Finances
    • Operations
  • Grow My Business
    • Marketing
    • Finances
    • Operations
  • Webinars & Events
  • Small Business Revolution
    • Season 1
    • Season 2
    • Season 3
    • Season 4
Deluxe Small Business
Checks & Business Supplies
Business Checks Emailable Checks Business Forms Business and Office Supplies Retail Packaging
Logo Design & Print Marketing
Logo Design Print Marketing Promotional Products & Apparel
Website & Online Marketing
Website Design eCommerce Email Marketing Social Media Marketing Search Engine Marketing
Ideas & Insights
Starting a Business Marketing Financial See All Resources
Order Checks
Business Checks Personal Checks