BorderLine AI
We build the systems local retail actually runs on.
Storefronts, ordering, and customer follow-up for businesses where most of the money still walks through the door.
SELECTED WORK — 2026TEMPE, ARIZONA
BORDERLINE AIWHAT WE DO
Four things, built to work together.
Most of our clients are multi-location retailers and contractors. They have steady demand and no system holding onto it. We build the layer between the customer and the counter.
Commerce and ordering
Order-ahead and online storefronts built around how the business already sells. Per-location menus and inventory, age gates where the category requires them, delivery and shipping rules handled at checkout, and payment left on the terminal the shop already uses.
Multi-location web
One site that carries every store or service area without turning into a maze. Store finders, per-city pages that earn local search traffic, hours and directions that stay correct, and catalogs customers can actually navigate.
Lead capture and follow-up
Booking, quote requests, and rewards signups wired into a CRM, so an inquiry becomes a scheduled appointment instead of an email nobody opened. Automatic follow-up until the customer books or opts out.
Phone and customer response
Bilingual answering that covers nights and weekends, handles stock and hours questions, books appointments, and passes anything it can't answer to a person with the details already captured.
We work two ways: we build systems directly for clients, and we advise established operators on storefronts already running at scale. The engagements in this document are noted accordingly.
Every project ships in English and Spanish where the customer base calls for it. Accounts, domains, and ad platforms are created in the client's name, and stay with the client.
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SELECTED WORKCASE 01 · ADVISORY
Cannabis dispensary chain
REGULATED RETAIL · COLORADO
ADVISORY · ORDER AHEAD & CUSTOMER CAPTURE
Eleven stores across Denver and the Western Slope, each with its own menu and its own daily pricing.
CHALLENGE
Eleven locations, eleven inventories, and a category where a customer's nearest store may not carry what they came for. Walk-in traffic was strong; the business had no way to reach a customer a second time and no way to let anyone check availability before driving over.
OUTCOME
Customers arrive knowing the product is there, which shortens the transaction at a counter where speed is the constraint. The rewards signup converts anonymous foot traffic into a contactable list the business owns rather than rents.
THE SYSTEM
Order-ahead for in-store pickup, with each location's own live menu behind a single storefront. A 21+ gate on entry. Per-location daily deals so stores can price independently. A rewards signup capturing name, email and phone at the point of interest.
- SCALE11 locations, independent menus
- COMPLIANCEAge verification on entry, pickup only
- PAYMENTCompleted in store, at the counter
- DATAFirst-party customer list
Regulated categories can't buy their way to customers. The system has to do the work advertising isn't allowed to do.
Client name withheld · advisory engagement03
SELECTED WORKCASE 02 · ADVISORY
Roofing contractor
HOME SERVICES · TEXAS & OKLAHOMA
ADVISORY · MULTI-MARKET WEB & LEAD CAPTURE
Five markets, two states, and a sales cycle that starts with a storm and an insurance claim.
Home page — inspection booking placed ahead of the company story
CHALLENGE
Roofing is won locally. A homeowner in Round Rock does not search the same way as one in Oklahoma City, and a single national-looking page competes badly against contractors who look like neighbours. Storm work adds a second problem: the customer is mid-crisis and comparing three contractors at once.
THE SYSTEM
City-by-city pages across every market served, each carrying its own contact route, so local search has something specific to rank and the customer sees a local business. Free inspection booking sits above the fold on every entry point.
Separate paths for the two ways customers arrive: a storm damage and insurance claim track for emergencies, and a financing application for planned replacements. A roof design visualizer lets homeowners see materials before committing.
OUTCOME
Each market has a page built to win its own searches instead of sharing one. The inspection booking gives an anxious homeowner something to do in the first thirty seconds, which is the window that decides which of the three contractors gets the job.
Client name withheld · advisory engagement04
SELECTED WORKCASE 03 · ADVISORY
Smoke and vape chain
MULTI-LOCATION RETAIL · PHOENIX VALLEY
ADVISORY · WEB, STORE FINDER & CATALOG
Twenty-one stores across the Phoenix Valley, in a category shut out of nearly every paid advertising channel.
Home page — three entry points: find a store, browse brands, browse categories
CHALLENGE
Twenty-one stores, each carrying different stock. Customers search by neighbourhood and by brand, and a chain this size can't answer either question with a single page. Nothing in this category can be solved with advertising, so the site and local search carry the entire acquisition load.
THE SYSTEM
A store finder carrying every location's own hours, directions and direct phone line, alongside the brand catalog and a hiring form for a chain recruiting continuously across fifteen sites.
OUTCOME
Three different shoppers get three different routes in: the one who wants the closest store, the one loyal to a brand, and the one browsing a category. Each is a separate page local search can rank, which is how a chain barred from advertising still gets found.
Client name withheld · advisory engagement05
SELECTED WORKCASE 04 · ADVISORY
Vape and smoke retail chain
MULTI-STATE RETAIL
ADVISORY · E-COMMERCE REVIEW
Over 100 stores across Arizona, New Mexico, Colorado, Texas and Oklahoma. Engaged as advisors on a live storefront, not as the original builders.
Storefront navigation — category structure, customer accounts, same-day local delivery
CHALLENGE
A retail footprint this size sells into five states that do not share the same rules. Pricing differs by jurisdiction, some products cannot ship to certain states at all, and store inventory does not match what is available online. Problems in a storefront like this surface after launch, under real order volume.
THE SYSTEM
A full online store with customer accounts and order history, same-day local delivery in the home market, and multi-state shipping with per-state restrictions enforced at checkout rather than left to the customer to work out.
Category navigation follows how people shop the counter — hardware, disposables, pouches, accessories — rather than mirroring an internal product hierarchy. We were engaged on the running operation, not the original build.
OUTCOME
The chain sells beyond its retail footprint without carrying the compliance exposure that keeps most regulated retailers offline. Customers get order history and one-tap reorder in a category built almost entirely on repeat purchase.
Client name withheld · advisory engagement06
SELECTED WORKCASE 05 · ADVISORY
Vape and smoke delivery
DELIVERY RETAIL · PHOENIX
ADVISORY · STOREFRONT & CUSTOMER RESPONSE
A delivery-first shop selling into a metro where the category cannot advertise and cannot ship.
Home page — delivery and product navigation, with a chat assistant answering in the corner
CHALLENGE
Delivery changes the problem. The customer never walks into a store, so every question they would have asked at a counter — what's in stock, how long it takes, what the ID rules are — has to be answered on the page or it becomes an abandoned order.
THE SYSTEM
Navigation split by delivery and by product so a customer picks their route immediately, and a live chat assistant handling the stock and timing questions that otherwise arrive as phone calls the shop can't always answer.
OUTCOME
Questions get answered at the moment of intent rather than after the customer has left. In a category shut out of paid channels, holding attention on the first visit is most of the job.
Client name withheld · advisory engagement07
SELECTED WORKCASE 06
Restaurant ordering app
FOOD SERVICE · NOGALES, ARIZONA
PRODUCT BUILD
A pickup ordering app that installs to the home screen, with no app store between the shop and its customers.
CHALLENGE
Independent food businesses hand roughly a third of every delivery order to a third-party platform, and get no customer information back. Building a native app means app store review, two submissions, and a download most customers will never make.
OUTCOME
The shop keeps the margin and the customer relationship. Nothing about the register changes, which is what makes it adoptable by a business with four people working a dinner rush.
THE SYSTEM
A full menu, cart and pickup flow that installs to a phone's home screen and opens like an app. Orders route to the counter before the customer arrives. Payment stays on the shop's own terminal, card present, so no processor relationship changes and no card data passes through us.
- DISTRIBUTIONHome screen install, no app store
- PAYMENTUnchanged, on the shop's terminal
- LANGUAGEBuilt bilingual from the start
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BORDERLINE AIHOW WE WORK
Five stages. The first one is the one most agencies skip.
We don't quote a build before we understand where the business is losing money. Sometimes that means telling a client the thing they asked for isn't the thing they need.
01
Understand
How customers actually reach you now, what happens to the ones who arrive after hours, what your competitors do better, and which part of the operation breaks when it gets busy.
02
Decide what to build
One problem, named, before anything gets designed. A store finder and an ordering system solve different losses. Building both when one would do is how projects stall.
03
Build
Design, development, integrations, and content. Accounts and domains are created in your name from day one, so nothing we set up becomes something you have to buy back later.
04
Refine
Mobile first, because that is where nearly all of this traffic lives. Real-device testing, checkout and booking flows walked end to end, and the compliance details in regulated categories confirmed before launch, not after.
05
Launch and improve
Deployment, then measurement against the one problem we named at the start. Changes are made on what the numbers show, not on a monthly redesign schedule.
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BORDERLINE AIWHY WORK WITH US
What actually separates us.
We work in categories most agencies won't touch
Cannabis, vape, tobacco, and firearms-adjacent retail are barred from most paid advertising and refused by most payment processors. We have shipped in those categories and know where the walls are, which means we tell you what can't be done before you have paid for it.
We design around the register, not against it
Most ordering systems ask a business to change how it takes money. Ours don't. Payment stays on the terminal you already use, with the relationships and underwriting you already have.
Bilingual is the build, not a translation
English and Spanish from the first line of copy, written in the register your customers actually speak. In the markets we work, this is the difference between a site that converts and one that gets read once.
Terms in writing before anything is built
Scope, ownership, what transfers on exit, and what it costs are agreed in the contract before work starts. You will not find out how a relationship ends after you are already in it.
A thousand-dollar piece on a shelf is inventory. The same piece on a customer’s phone is a sale.
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BorderLine AI
Let's build something that works.
Tell us where your business is leaking customers. If we can fix it, we'll show you how. If we can't, we'll tell you that instead.
MARCOEMILIANO OCHOATEMPE, ARIZONA