How do you decide what to make next, what to cut, and where to put your limited time and money? For Elizabeth Rees, founder of Chasing Paper, the answer has come from her customers for nearly 13 years.

She shares how customer feedback shaped her product format, her materials, her wholesale approach, and her newest line, and why she checks every instinct against the data before acting on it.

In this episode, you'll learn:

• Why Chasing Paper sold wallpaper in panels instead of rolls from the start, so a customer with a small project could spend $60 instead of $250 and buy in at any budget
• How launching with two materials, Standard and Luxe, worked like an accidental A/B test, and why Elizabeth discontinued the lower-priced option about nine months in instead of continuing to explain the difference
• How Chasing Paper treats wholesale as a customer acquisition channel, drop-shipping for retail partners and using those placements to build brand trust
• Why the trade program, where repeat rate, average order value, and lifetime value run three to four times higher than direct-to-consumer, became the reason to launch fabric
• Why deepening relationships with the customers you already have can matter more than constantly finding new ones, and why a small team has to be selective about new channels
• How Elizabeth pairs instinct with data, and why one source of truth for attribution keeps her team from cherry-picking numbers to support a hunch

Today's episode is brought to you by our Retailer Roundtable interview series.

To make a strong first impression with wholesale buyers, we need to do a few things well.

• We need to make it easy for stores to purchase from us
• We need clear pricing and terms and conditions
• We need to build strong relationships with our customers

All of that gets easier when we listen to our customers. This on-demand interview series gives you a window into what buyers want and need from you, and it's only $27. You can get access to it at prooftoproduct.com/roundtable.

You can view full show notes and more at http://prooftoproduct.com/464

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