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…
The skinny
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