Ep. 027: Retail Reinvented: Unique Shopping Experiences at Real Deals w/ Lindsey Foss

Retail Reinvented: How Lindsey Foss Built a Unique Shopping Experience in Central Iowa

In this episode of the Rhymes with Odd Podcast, host Ryan Snaadt sits down with Lindsey Foss, co-owner of Real Deals Ankeny, to explore what it really takes to build a thriving retail business in today’s competitive landscape. For Des Moines-area entrepreneurs, small business owners, and marketers, this conversation offers powerful insights into customer experience, branding, and adapting through uncertainty.

From launching a franchise with zero retail experience to navigating a global pandemic, Lindsey’s story is a masterclass in resilience, creativity, and community-driven business strategy.

https://www.youtube.com/watch?v=Bk-QGAID0sE

From Small-Town Roots to Central Iowa Entrepreneurship

Lindsey Foss didn’t start her career in retail. Originally working in agricultural communications, she built her professional foundation connecting consumers with farming communities. But like many entrepreneurs in the Des Moines metro, she felt the pull toward building something of her own.

After moving to Polk City with her husband, they sought to create both a family-centered lifestyle and a meaningful connection to the growing Central Iowa business community.

That’s when Lindsey discovered the Real Deals franchise model—a boutique retail concept that would ultimately reshape her career.

A Bold Leap: Starting a Business in Ankeny, Iowa

In 2018, Lindsey and her husband made a life-changing decision:

• Signed a franchise agreement

• Secured a retail lease in Ankeny

• Quit her full-time job

• Found out they were expecting their second child

All on the same day.

For many Iowa entrepreneurs, this kind of leap may sound familiar. It’s the moment where planning ends and execution begins. Lindsey embraced the uncertainty with a mindset that resonates deeply with startup founders: if not now, when?

What Makes Real Deals Different?

For Des Moines shoppers and marketers alike, Real Deals offers a case study in customer experience innovation.

Limited Days, Maximum Demand

Unlike traditional retail stores, Real Deals is only open a few days each week. On “off days,” the team completely resets the store—introducing new inventory, displays, and layouts.

This creates:

• A sense of urgency (“buy it now or it’s gone”)

• A treasure-hunt shopping experience

• Repeat customer visits

For local business owners, this is a powerful reminder: scarcity and novelty drive engagement.

Pricing Strategy: Affordable Boutique Appeal

One of the biggest surprises for first-time customers is pricing. Boutique retail is often associated with high costs, but Lindsey intentionally breaks that expectation.

Her approach is simple:

• Only stock items she would personally buy

• Maintain quality without inflating prices

• Leverage franchise buying power to reduce costs

For Des Moines retailers, this highlights a key competitive advantage: you don’t have to compete on price alone—but you do need to align pricing with perceived value.

Pivoting During COVID-19: A Lesson in Agility

When the pandemic hit, Real Deals faced massive disruption:

• Supply chain breakdowns

• Rising shipping costs

• Decreased demand for clothing

• Increased demand for home décor

Instead of waiting it out, Lindsey and her team pivoted quickly.

Key Adaptations:

• Weekly Facebook Live sales

• Online ordering and local delivery

• Contactless pickups

• Shift in product focus (home décor over apparel)

This pivot not only sustained the business—it accelerated growth.

For Iowa marketers, the takeaway is clear:Meet your customers where they are, even if it means reinventing your delivery model overnight.

The Power of Personalization in Retail

One of Real Deals’ biggest differentiators is its hyper-personal customer experience.

Whether in-store or online, Lindsey emphasizes:

• Greeting customers by name

• Remembering preferences

• Writing handwritten thank-you notes

• Offering styling suggestions

In a world dominated by Amazon and big-box convenience, this level of personalization is what keeps customers coming back.

For local businesses in Des Moines, this is a crucial insight:Your competitive edge isn’t scale—it’s connection.

Building a Business with Your Spouse

As the business grew, Lindsey’s husband joined full-time, taking over operations and logistics. While working with a spouse can be challenging, they found success by:

• Clearly dividing responsibilities

• Leveraging complementary skill sets

• Aligning personal and professional goals

For many family-run businesses in Iowa, this dynamic is common—and Lindsey’s experience highlights both the challenges and rewards of building something together.

Competing in the Age of E-Commerce

One of the biggest ongoing challenges Lindsey identified is competing with online giants like Amazon and Costco.

Rather than trying to outcompete them directly, Real Deals focuses on:

• In-store experience

• Community connection

• Product curation

• Authentic brand voice

They also maintain a digital presence through:

• Email marketing

• Text campaigns

• Social media engagement

• E-commerce with a personal touch

For Des Moines marketers, this reinforces an important strategy:Don’t try to be everything—double down on what makes you unique.

Lessons for Des Moines Business Owners

This episode of the Rhymes with Odd Podcast offers several key takeaways for local entrepreneurs:

1. Start Before You Feel Ready

Lindsey had no retail background—but took the leap anyway.

2. Create a Unique Customer Experience

The constantly changing store layout keeps customers engaged and coming back.

3. Stay Flexible

The pandemic forced rapid change—but adaptability led to growth.

4. Focus on Community

Local support played a huge role in sustaining the business.

5. Be Authentic

From social media to in-store interactions, authenticity builds trust.

Why This Story Matters for Central Iowa

The Des Moines metro continues to grow as a hub for entrepreneurship, and stories like Lindsey Foss’s highlight what’s possible when creativity meets determination.

Real Deals isn’t just a retail store—it’s an example of how small businesses in Iowa can thrive by focusing on experience, relationships, and adaptability.

Final Thoughts

When Ryan Snaadt asked Lindsey about the most rewarding part of owning her business, her answer was simple: it rarely feels like work.

That’s not because it’s easy—it’s because it’s meaningful.

For Des Moines business owners and marketers, this episode is a reminder that success isn’t just about sales or scale. It’s about building something that aligns with your values, serves your community, and evolves with the times.

If you’re a local entrepreneur looking to grow your business in Central Iowa, Lindsey’s journey offers both inspiration and a practical roadmap for navigating today’s retail landscape.