Echo Club House is first and foremost a boutique fashion brand. From plaid miniskirts to glittery, jelly sandals, each item is bold and retro. We spoke to Club President Michelle Harpin on how the store stays customer-centric and fashion-forward with platforms like AdRoll and Shopify–all with a lean team of two people.

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A store is born: from inspiration, not revenue

Echo Club House began when another store shut down. As soon as the first clothing business Michelle was involved in closed, she felt there was an opportunity in the market for a new store with a fresh concept: “I wanted to create a fun place with excellent customer service for girls to shop, where they could find unique pieces and wardrobe staples at an affordable price”.

A key differentiator Michelle found was to stay idealistic and focused on the fashion and customer experience: “A lot of people in this business measure success based on profits, but we are driven by happy customers who feel confident and inspired by what they get from our site. Sadly, that is not often the case for many e-retailers. I feel like customers can sense that.”

Dedicated fan base, one lean team

With a unique style, Echo Club House struck a chord with new shopping trends amongst young women and girls. Building up their Instagram presence led to hundreds of new fans, who model their clothes and spread the word with #echobabe. The store’s careful selection fits the mobile shopping appetite. As Michelle explains, “These days, with a lot of young people shopping on phones, I think it is important to have a more distinct voice.  A smaller selection that speaks to our #echobabes is important in making the online shopping experience easy and fun, instead of tiring.”

That means a large part of Michelle and her co-owner’s time is spent on the creative challenge of keeping their clothing inventory exciting and different. “We don’t want to look like anyone else and neither do our customers,” she said. Most of her job–and the most fun part–is to find fabrics and vendors in unexpected places, to create pieces customers won’t find at bigger department stores.

Limited budget, big gains in retargeting

With a small team of two, each person is in charge of many responsibilities. Platforms like AdRoll and Shopify were huge time-saving tools to allow Echo Club House to grow its customer base. The team easily built their website with Shopify, and used AdRoll retargeting to engage visitors who had previously expressed interest in the store’s products. These tools were instrumental in propelling the eCommerce boutique forward. As Michelle says,

You can’t put a price on efficiency when you run an online store!”

With a campaign average of nearly 5x ROI, big gains were made with a limited budget. “As a small growing company, taking risks with advertising is scary!  We don’t have a ton of money to spend getting our name out there to find our girls, but AdRoll has proven to be an effective way to keep the conversation going with our customers once they find us. Retargeting helps us keep up to date with our girl once she discovers us,” said Michelle.

Entrepreneur Tips from Echo Club House:

  • Stay idealistic; focus on inspiring your customer – Customers can sense when a business only cares about driving profits.
  • Retargeting on Web and Facebook is cost-effective outreach – AdRoll campaigns on Web and Facebook keep the conversation going with your site visitors.
  • Track Investment Return in AdRoll’s dashboard – Track the ROI (return on investment) of your AdRoll campaigns. Begin by clicking “Track Conversions” in the dashboard.  

For more info, check out our Echo Club House case study.