In episode 50 of the Customers Who Click podcast, we’re exploring the power of storytelling with my good friend, Rishi Rawat. Rishi is the Founder & Product Page Optimization Specialist at Frictionless Commerce, a digital marketing agency specialising in Shopify stores optimisation. He’s been involved in  DTC storytelling and product page optimisation for about 13 years now and finds his inspiration in an 1897 Sears catalog (which he still owns).