Madlen Traste started her clothing store Karl-Oskar and Kristina almost 30 years ago. In those days, reaching out to customers was a completely different ball game. Madlen reminisces, „It was completely different back then when you wanted to reach out, you had to place an ad in the newspaper.“
However, like most other stores, the pandemic brought about a significant shift in customer behavior. Many customers disappeared, prompting Madlen to think outside the box. To adapt to the changing times, she decided to venture into live-shopping, a trend she had observed other stores embracing on social media platforms. „Since then, we have just continued,“ she says.
Now, the store broadcasts live almost every week, and customers no longer solely hail from Karlshamn. Madlen notes, „You manage to create a relationship with the customer even if they are far away; it brings a different kind of closeness.“
When asked if this could be seen as a solution to the retail decline, Madlen hesitates to label it as such. She believes that the impact of a store disappearing is much more noticeable in a smaller town than in a big city. For her, live-shopping serves as a complement to their regular operations rather than a remedy for the challenges faced by brick-and-mortar stores.
In conclusion, Madlen Traste’s journey with Karl-Oskar and Kristina showcases the adaptability and resilience required to navigate the ever-evolving retail landscape. By embracing innovative strategies like live-shopping, she has managed to not only sustain her business but also expand its reach beyond geographical boundaries. As the retail industry continues to evolve, Madlen’s story serves as an inspiration for other store owners looking to stay relevant in a rapidly changing market.