Nestled in the heart of Toronto, Canada, High Notes Coffee + Vinyl Inc. is more than just a retail shop—it’s a vibrant community hub where customers enjoy artisanal coffee, craft beer, and a curated selection of vinyl records. Founded by Christopher Romero and his business partner Ryan Tenggardjaja, High Notes reflects their passion for combining sensory pleasures with the community.
After starting online in 2021, opening a physical location in early 2023 was a major milestone for High Notes, but it came with its own challenges. Like many small businesses, Chris knew that operating a brick-and-mortar store required thoughtful planning and reliable data to ensure sustainable growth. That’s where Dor stepped in to help.
The Challenge: Data-Driven Decisions for a New Store
Chris, a CPA with a strong background in finance, knew that data would play a pivotal role in making informed decisions and growing their new store sustainably. This made tracking performance metrics a top priority.
“Collecting as much foot traffic and customer data from day one and making informed business decisions based on this data was key to High Notes’ success,” Chris stated
High Notes had two primary needs when searching for a foot traffic counter:
- Integration with Shopify POS: Having first launched as an online store, High Notes was already using Shopify for e-commerce. When the team expanded to their first physical location Chris knew he needed a traffic counter that could “play well” with Shopify POS. He explained, “The fact that Dor was specifically recommended by Shopify gave me additional assurance”.
Chris went on to say “The integration was seamless."
- Affordability and Ease of Installation: As a small business launching in a competitive retail environment, minimizing upfront costs was critical. Chris appreciated Dor’s budget-friendly hardware and intuitive setup.
Why Dor? A Seamless Experience
From purchase, installation, and activation, Chris found the process “seamless”. “Shipping was fast and installation was extremely straightforward”, He continued “I was proactively contacted by Dor Support who followed up on how installation went and whether I needed assistance with activation and implementation.”
“This made it clear to me that Dor would support me at every step of the way as a small business owner.” Chris shared
Transformative Insights: The Impact of Dor
Over the past 2 years, Dor has helped High Notes make smarter business decisions in several areas. Chris explains how he has seen the impact of Dor.
- Staffing and Scheduling: Foot traffic data has been instrumental in achieving Chris’s goal of optimizing operating hours and costs to be financially feasible while ensuring customer needs and wants are met.
- Seasonal Trends: "By implementing Dor prior to (High Notes) grand opening, I was able to collect as much foot traffic data as possible and as early as possible.” Chris explained. This helped him to identify and respond to seasonal trends in customer behavior, enabling timely adjustments to staffing and hours.
- Customer Service Improvements: Chris understands the significant role hospitality and customer service play in the success of High Notes Coffee + Vinyl. He notes, “An engaged employee that greets a customer as they walk into the shop and makes them feel seen, heard, and welcomed can mean the difference between earning a sale and not..”
With Dor, Chris has been able to back this philosophy with data. “Dor has enabled me to collect hard data on key metrics and use them in coaching staff members to emphasize the direct impact they have on the customer experience and our ultimate financial performance,” he explains.
Chris emphasized, “This has led to improved conversion rates, higher average transaction values, and ultimately bottom-line growth.”
- Optimizing Inventory: Dor’s insights have helped Chris identify which SKUs drive sales, allowing better inventory decisions to avoid stockouts.
- Marketing Effectiveness: By correlating foot traffic data with marketing campaigns, Chris evaluated the success of different initiatives.
Favorite Features: A Dashboard Built for Insights
Chris regularly uses three key features of the Dor dashboard:
- Historical Comparisons: Seeing foot traffic and conversion rates month after month.
“Being able to compare against prior periods is extremely useful for us to determine how certain business decisions have impacted performance,” Chris said
Chris goes on to share a specific use of these metrics. “For instance, I ran an expensive direct mail flyer advertisement last year in our local neighbourhood. Being able to compare data from before and after the mailing allowed me to determine whether this was an effective marketing tool. While the foot traffic increased, the number of transactions remained relatively flat, and thus our conversion rate decreased. So, while the direct mailing generated a bit of curiosity, it did not ultimately lead to long-term growth and forced me to rethink the marketing to our local neighbourhood.”
- Metric Overlays: Metric comparisons reveal correlations between foot traffic and transactions, helping identify missed opportunities
The Dor Dashboard. This is not actual data from High Notes Coffee + Vinyl Inc.
- Heat Charts: Visualizing peak activity periods allows Chris to optimize operations and focus resources where they’re needed most.
"This is a great visual tool that highlights peak periods of activity, allowing me to make quick business decisions driven by hard data as opposed to a ‘feeling.” Chris explained
Looking Ahead: A Data-Driven Future
Dor’s insights have been instrumental in helping High Notes Coffee + Vinyl’s first brick-and-mortar operations, enabling the team to serve their customers better and grow sustainably. From staffing decisions to marketing strategies, Dor’s data ensures that every move made is rooted in actionable insights.
For small businesses like High Notes Coffee + Vinyl, tools like Dor aren’t just luxuries—they’re essential for thriving in today’s competitive retail landscape. As Chris continues to refine operations and build on the foundation he’s created with his cofounder Ryan, Dor remains a trusted partner in that journey.