Brick-and-Mortar CAC • Aesop’s $2.5B Playbook • DigitalFirst Meets Store Staff • Marketplaces

Customer-acquisition costs exploded online. Smart brands are responding with bricks, data—and a dash of theatre.⚡️ What we tackle in 20 minutes​Physical retail as the new CAC – DTC brands discover rent can be cheaper than Meta ads when the store becomes a stage.​Aesop’s $2.5 billion masterclass – From Melbourne to 400 boutiques, every location is bespoke, scented, and digitally wired for replenishment.​Digital-first, store-second – Love, Bonito show why in-store staff now behave like consultants, not cashiers.​Cross-border marketplaces – Shopee, Amazon AU, Trade Me and Afterpay’s “shop day” rewrite payments, language, and trust across ASEAN.​Post-purchase power moves – Hand-written notes, sticker packs, friction-free returns. Retention is the real growth engine—and AI search will only raise the stakes.Retailers & platforms in playAesop • L’Oréal • Love, Bonito • Temple & Webster • Amazon • eBay • Shopee • Afterpay • Trade Me • Kingfisher/B&Q • JD Sports • HP • Perplexity AIHosts​Alex – Founder, The Retail Podcast, decoding global retail shifts.​Ryf Quail – Leads NRF APAC, guiding brands across Asia-Pacific.​Laura Doonin – Tech strategist turning omnichannel ambition into reality.Liked the conversation? Hit follow, drop a five-star review, and share it with a teammate who still thinks “online first” is a plan.00:00 Intro – heatwaves, cold snaps, and one crisp Sydney morning01:05 Topic 1 – Physical stores as customer-acquisition engines03:20 Topic 2 – Aesop: $2.5 B valuation built on scent & signature design06:36 Topic 3 – Digital-heritage brands opening doors (Love, Bonito)10:39 Topic 4 – Region-level marketplaces: Shopee, Amazon AU, Trade Me, Afterpay15:07 Topic 5 – Post-purchase, returns, and the loyalty multiplier