This brand broke the biggest rule of e-commerce—and made customers 3.5x more valuable

When Huckberry launched its newsletter 15 years ago, the retailer included a section that defied the advice of ecommerce experts by including links to stories and content that its employees thought might be of interest to its outdoors-minded community. “That is like rule No. 1: You do not link off of your site,” Ben O’Meara, Huckberry’s chief brand officer, said during a panel discussion at the Fast Company Grill at SXSW. The Austin-based company’s philosophy then, as it remains today, he said, is that there’s value in putting customers first and recognizing they’re not always in the mood to buy something. “We are providing a service to you outside of just the products that we are selling,” O’Meara said. “And that service is: We are providing entertainment, education, we are introducing you to like-minded people and examples of what our brand represents.” “MAKING DEPOSITS INTO THE COMMUNITY” Much like developing a friendship, this type of brand-building strategy takes time, and there’s