Building Community as a Business Advantage

In a marketplace often dominated by transactions and metrics, some companies stand out by prioritizing something deeper: community. Research shows that businesses that foster emotional connection with customers outperform competitors by 85 percent in sales growth. When trust and belonging are at the center of strategy, loyalty follows in ways that spreadsheets alone cannot measure.

On The Bliss Business Podcast, we spoke with Bo Lowery, Vice President of Marketing at Wild Birds Unlimited. With more than 25 years at the company, Bo has seen firsthand how building authentic community is not only possible in retail but can become the heartbeat of an entire brand.

From Customer to Leader

Bo’s connection to Wild Birds Unlimited began long before she joined the company. As a customer of the very first store in Indianapolis, she discovered a brand built on joy and connection rather than transactions. Years later, she joined the team and helped scale that same spirit across hundreds of franchises.

This journey underscores a key truth: when leaders grow from genuine passion, they bring authenticity into every decision. For Bo, community is not a strategy layered on top of the business, it is the business.

Turning Retail Stores into Community Hubs

At Wild Birds Unlimited, the local store is not just a place to buy bird feeders. It is a gathering space where people find connection. Franchisees often know their customers by name, understand their backyards and birding goals, and even share in personal milestones. Bo told stories of customers who stopped by the store after attending a loved one’s funeral simply because it was a place of peace and comfort. Others celebrated birthdays there, treating the shop as more than a store — but a trusted part of their lives.

This shift from transactional to relational transforms customer experience. When people feel seen and cared for, they return not only for products but for belonging.

Systems that Empower Local Impact

Building community at scale requires more than good intentions. Wild Birds Unlimited equips franchisees with training, tools, and support to foster local relationships. From educational content to community event templates, franchise owners are empowered to connect with schools, nursing homes, and nature centers.

One example is the “feeder swap” program, where customers trade in old feeders for discounts on new ones. The used feeders are cleaned and donated to local organizations. The initiative supports sustainability while creating goodwill in local communities. Programs like these allow individual acts of kindness to ripple across the entire brand.

Culture That Sustains Growth

Bo emphasized that community cannot thrive externally if it is absent internally. Wild Birds Unlimited places cultural fit on equal footing with skill during hiring. This focus has created a franchise support center where many staff have stayed for more than a decade.

Feedback loops are another pillar. Franchisees share ideas and innovations that often become system-wide practices. This culture of listening and collaboration ensures the brand evolves with its community rather than dictating from the top down.

Purpose as a Guiding Filter

Purpose plays a critical role in keeping the organization aligned. Bo noted that in the rush of daily tasks, it is easy to lose sight of the “why.” By blocking out time for creativity and reflection, leaders and teams reconnect with their mission. For Wild Birds Unlimited, that purpose is joy. The question is never just how many bird feeders can be sold, but how many lives can be brightened through the experience of connecting with nature.

Key Takeaways

• Community is not a side effect of business but a core driver of loyalty and growth.
• Retail spaces can become places of connection when leaders focus on relationships over transactions.
• Systems that empower franchisees with tools and training make community scalable.
• Internal culture and feedback loops sustain external trust and innovation.
• Purpose provides the filter that keeps daily decisions aligned with long-term impact.

Final Thoughts

Bo Lowery’s perspective shows that building community is not only compatible with business success but essential to it. When leaders commit to authenticity, empower their teams, and act with purpose, they create brands that people want to be part of for life.

Check out our full conversation with Bo Lowery on The Bliss Business Podcast.