Main Street Matters by Heart on Main Street

Sales and discounts can bring people in the door — but they can also quietly eat away at your profits and your brand. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle's The Strategy and Tactics of Pricing with a practical look at how to design promotions that drive results without eroding your value.As Nagle reminds us: “Discounts should reinforce value, not replace it.”In this episode, you'll learn: Why random discounts train customers to wait for sales — and how to stop the cycle The five true purposes of a good promotion (and how to align each with your goals) How to reward loyalty, move inventory, and celebrate occasions without hurting margins The difference between discounting and adding value — and why it matters Three simple ways to start running smarter, more intentional promotions this week If you're tired of feeling pressured to mark things down, this episode will help you plan promotions that strengthen your brand, reward your best customers, and keep your profits healthy.Keywords: independent retail, small business pricing, retail promotions, discount strategy, purposeful marketing, value-based pricing, Main Street marketing, The Strategy and Tactics of Pricing

Customers don't automatically see your value — you have to show it. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle's The Strategy and Tactics of Pricing with a focus on one of the most important — and often overlooked — parts of pricing strategy: how to communicate your worth clearly, consistently, and confidently.As Nagle writes: “Value must be perceived to be realized.”In this episode, you'll learn: Why even great products and service can go unnoticed without strong communication How to express value without sounding “salesy” or defensive Practical ways to show value through signage, storytelling, packaging, and staff language How to build confidence in your pricing and help your team do the same Three small changes you can make this week to make your value visible — and your prices feel natural If you've ever struggled to explain why your store is “worth it,” this episode will help you master the language, visuals, and confidence that turn clarity into profit.Keywords: independent retail, small business pricing, value communication, customer experience, retail storytelling, pricing confidence, Main Street marketing, The Strategy and Tactics of Pricing

Big-box stores and online giants can always go lower — but independent retailers can always go better.In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle's The Strategy and Tactics of Pricing with one of the most important topics in retail: how to win customers without racing to the bottom.As Nagle reminds us: “Competing on price alone is a strategy for those who cannot compete on value.”In this episode, you'll learn: Why lowering prices rarely leads to loyalty or profit How to identify your true sources of value — expertise, service, trust, and community Ways to communicate value clearly so customers understand what makes you different How to respond when customers mention cheaper competitors — without apologizing for your prices Three simple steps to start building a value-first mindset this week If you're tired of feeling pressured to match online discounts, this episode will help you reframe competition, strengthen your confidence, and focus on what truly makes your business worth choosing.Keywords: independent retail, small business pricing, value-based pricing, pricing strategy, customer loyalty, retail differentiation, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing

The right price isn't just a number — it's a design. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle's The Strategy and Tactics of Pricing with a deep dive into how price structure shapes customer choice.As Nagle writes: “A good price structure turns the art of selling into the science of choice.”In this episode, you'll learn: Why the way you present prices matters as much as the price itself How to build tiers, bundles, and versions that fit your customers and increase confidence Simple design rules for “good, better, best” options that guide — not overwhelm — your shoppers The pitfalls to avoid when bundling or adding options (and how to keep it simple) Three steps you can take this week to start designing offers that work for you and your customers If you're ready to stop discounting and start designing your pricing for clarity, confidence, and connection, this episode will show you how to do it — one structure at a time.Keywords: independent retail, small business pricing, retail bundles, tiered pricing, price structure, retail strategy, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing

Why do some prices feel right while others trigger hesitation? In this episode of Main Street Matters, Patrick Keiser explores one of the most fascinating and practical parts of pricing strategy: the psychology behind how customers perceive value.As Thomas Nagle writes in The Strategy and Tactics of Pricing, “Customers do not perceive prices as numbers; they perceive them as cues about value.”In this episode, you'll learn: Why customer perception matters more than the number itself The key psychological principles behind price perception, from anchoring and charm pricing to the decoy effect How display design, product storytelling, and staff language can shift how customers feel about price Three simple ways to apply pricing psychology in your shop this week If you've ever wondered why a $49 item sells better than one priced at $50 or how to make prices feel fair, confident, and aligned with your brand, this episode will give you the insight (and tools) to do it.Keywords: independent retail, small business pricing, pricing psychology, value perception, retail strategy, price anchoring, behavioral economics, Main Street marketing, The Strategy and Tactics of Pricing

Not all customers are created equal — and they shouldn't all pay the same price. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle's The Strategy and Tactics of Pricing with a deep dive into customer segmentation — the key to understanding who truly values your products, services, and experience.As Nagle writes: “Value is always specific to a particular segment of customers.”In this episode, you'll learn: Why treating every customer the same is costing you profit and loyalty The five common retail segments — from bargain hunters to loyal locals — and what each truly values How to identify and track your own customer segments using simple observation and data Ways to design prices, offers, and bundles that let each group self-select naturally Real Main Street examples of stores using segmentation to serve better and earn more If you've ever wondered how to please different customers without discounting across the board, this episode will show you how to price smarter and serve everyone more effectively.Keywords: independent retail, small business pricing, customer segmentation, value-based pricing, retail strategy, pricing psychology, Main Street marketing, The Strategy and Tactics of Pricing, Heart on Main Street, Patrick Keiser

Most independent retailers set prices the same old way — take the cost, add a markup, and hope for the best. But what if that approach is quietly costing you money? In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle's The Strategy and Tactics of Pricing with a deep dive into value-based pricing — the method that starts with your customer, not your calculator.As Nagle explains: “The right price is one that reflects the value delivered to the customer, not simply the seller's cost.”In this episode, you'll learn: Why cost-plus pricing caps your profits and hides opportunity What value-based pricing really means (in plain English) How to uncover what customers truly value — and price accordingly Real-world Main Street examples of retailers charging more and earning more Three simple actions you can take this week to start pricing for value If you're ready to stop guessing, stop racing to the bottom, and start getting paid for the real value you deliver, this episode is for you.Keywords: independent retail, small business pricing, value-based pricing, retail strategy, profitability, pricing psychology, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing, Heart on Main Street, Patrick Keiser

Independent retailers often focus on cutting costs or boosting sales — but the fastest way to improve profitability is through smarter pricing. In this kickoff to our new 10-part series based on The Strategy and Tactics of Pricing by Thomas Nagle, Patrick Keiser explains why even a small change in price can have a dramatic impact on the bottom line.As Nagle reminds us: “Pricing is the moment of truth — every dollar of revenue is the result of a pricing decision.”In this episode, you'll learn: Why a 1% price change can deliver more profit than a 1% increase in sales or a 1% cut in costs The common pricing mistakes most Main Street retailers make (fear, cost-plus thinking, copying competitors, constant discounting) Why price is not just a number but a strategic choice that communicates value A simple three-step process to start using pricing power this week If you're ready to stop leaving money on the table and start thinking about pricing as a strategy — not a guess — this episode will set the stage for the series ahead.Keywords: independent retail, small business pricing, pricing strategy, profitability, value-based pricing, retail growth, Main Street business, Thomas Nagle, The Strategy and Tactics of Pricing, Patrick Keiser, Heart on Main Street

The holidays are the most wonderful — and busiest — time of the year for independent retailers. One of the most powerful ways to stand out, drive foot traffic, and create a little Main Street magic? A beautifully decorated holiday window.Join us for an inspiring and practical conversation with Amy Meadows, founder of Windows Matter and former head designer of Chicago's iconic Marshall Field's holiday windows. With over 40 years of experience in visual storytelling and display design, Amy will share expert tips, creative ideas, and budget-friendly tricks to help you transform your storefront into a destination this holiday season.

Have you ever wondered why certain items linger in your stockroom despite knowing they're not selling? It might not be about poor planning. Sometimes, the reasons go deeper. Join Melodie van der Baan, Co‑Founder and CEO of Max Retail. Together, we'll explore the emotional and strategic underpinnings of why inventory gets stuck, and tell the stories behind those stubborn shelves. In this episode, Melodie will help you: Understand the psychology behind keeping unsold inventory Discover how hoarding habits impact your business's growth and bottom line Learn practical, mindset-based strategies to move forward smarter Whether you're a longtime retailer or just starting out, this promises to shift how you think and act around inventory. Clear space, clear your mind, and free your store from the burden of excess stock.

Independent retailers don't fail because they lack effort — they fail because marketing feels random, overwhelming, and inconsistent. In this final episode of our Duct Tape Marketing series, Patrick Keiser ties everything together and shows how to adopt the marketing system mindset that turns one-off tactics into a steady, sustainable process.Marketing isn't about doing everything. It's about doing the right things consistently. As John Jantsch reminds us: “Marketing is a system, not an event.”In this episode, you'll learn: Why most retailers struggle to keep up with marketing The five principles of the marketing system mindset (daily, integrated, customer-centric, systematic, and long-term) Habits that make marketing stick without burnout Three simple steps you can take this week to start making your marketing habits permanent If you're ready to stop scrambling, build steady momentum, and make marketing an everyday part of your retail business, this episode will give you the framework to make it happen.Keywords: independent retail, small business marketing, marketing system, marketing habits, retail growth strategies, Main Street marketing, customer journey, John Jantsch, Duct Tape Marketing

Most independent retailers don't fail because they lack effort — they fail because they're flying blind. Without tracking the right numbers, you can't know what's working, what's wasting money, or where to focus your energy. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a focus on simple metrics that make a big difference.As Jantsch reminds us: “What you measure becomes your focus. What you ignore gets lost.”In this episode, you'll learn: Why measurement matters for retail growth and profitability The 3 key categories of metrics: traffic, engagement, and sales Practical examples of what to track — from foot traffic and conversion rate to repeat customers and referrals How to track metrics simply using free tools and monthly check-ins Three easy steps you can take this week to start measuring what matters If you're ready to stop guessing and start making confident decisions based on clear numbers, this episode will give you the roadmap.Keywords: independent retail, small business marketing, retail metrics, measuring success, retail growth strategies, customer journey, Main Street marketing, marketing measurement, John Jantsch, Duct Tape Marketing

Independent retailers don't have to do it all alone. In fact, some of the most effective growth strategies come from teaming up with other businesses and organizations. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a focus on the power of partnerships.Partnerships allow you to borrow credibility, reach new customers, and create memorable experiences that big-box competitors can't match. As Jantsch reminds us: “Collaboration is the small business secret weapon.”In this episode, you'll learn: Why partnerships multiply your marketing reach without multiplying costs Six types of collaborations retailers can use: cross-promotions, joint events, cause partnerships, bundled offers, co-branding, and online collaborations Real-world examples of Main Street businesses using partnerships to boost sales and community engagement A simple step-by-step process for finding and forming win-win partnerships Three easy actions you can take this week to start growing through collaboration If you want to expand your reach, strengthen community ties, and create marketing momentum without going it alone, this episode will give you the roadmap.Keywords: independent retail, small business marketing, retail partnerships, collaboration, Main Street marketing, joint promotions, community events, word-of-mouth marketing, John Jantsch, Duct Tape Marketing

Most independent retailers' marketing strategies don't fail because they lack ideas; they fail because they lack consistency. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a focus on creating a marketing calendar that turns chaos into clarity.Instead of scrambling to promote holidays, rushing last-minute social media posts, or missing out on local events, a simple calendar helps you plan ahead and stay consistent. As Jantsch reminds us: “Consistency builds momentum. Chaos kills it.”In this episode, you'll learn: Why consistency is the foundation of effective retail marketing How a 90-day rolling calendar helps you plan without overwhelm Step-by-step instructions for building your own calendar with holidays, events, themes, and promotionsReal-world examples of Main Street retailers using calendars to drive sales and community engagement Three simple actions you can take this week to bring order to your marketing efforts If you're ready to stop winging it and start building a repeatable, stress-free marketing rhythm, this episode is for you.Keywords: independent retail, small business marketing, marketing calendar, marketing consistency, retail planning, Main Street marketing, customer journey, John Jantsch, Duct Tape Marketing

Every retailer loves referrals — but few have a system to generate them consistently. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a deep dive into the referral stage of the Marketing Hourglass.Referrals are the most powerful form of marketing because trust is already built in. Referred customers spend more, stay longer, and become loyal advocates. But as Jantsch reminds us: “Every business gets referrals. The problem is, they don't get them on purpose.”In this episode, you'll learn: Why referrals are so valuable for independent retailers The psychology of why people refer businesses they love Five components of a successful referral system (remarkable experiences, asking, tools, rewards, and partnerships) Real-world Main Street examples of referral programs that work Three simple steps you can take this week to start generating referrals on purpose If you want to stop leaving referrals to chance and start turning happy customers into your best marketers, this episode will give you the roadmap.Keywords: independent retail, small business marketing, referral marketing, word-of-mouth, customer loyalty, retail growth strategies, Main Street marketing, customer referrals, John Jantsch, Duct Tape Marketing

For most customers, the first impression of your retail store doesn't happen on Main Street — it happens online. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a focus on building a total online presence.Your digital storefront is as important as your physical one. Customers are Googling your business, checking reviews, scrolling through social media, and reading your emails before they ever step inside. If your online presence is weak, you risk losing them before they even find you.In this episode, you'll learn: Why your website is the “hub” of your marketing strategy How local SEO and Google Business Profiles make you findable The role of online reviews in building trust and credibility How to use social media as your “digital window display” Why email marketing remains one of the most powerful tools for independent retailers Three simple steps you can take this week to strengthen your digital storefront If you want to attract new shoppers, stand out online, and guide customers through the Marketing Hourglass, this episode is packed with practical strategies.Keywords: independent retail, small business marketing, digital storefront, online presence, local SEO, retail website, online reviews, social media for retailers, email marketing, John Jantsch, Duct Tape Marketing

Trust is the currency of retail. Without it, your marketing falls flat and your sales stall. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a deep dive into how content marketing builds trust for independent retailers.Content isn't just about blogging or chasing the latest social media trend. It's about creating simple, authentic communication that educates, inspires, and connects with your ideal customers. As Jantsch reminds us: “People trust people who educate them.”In this episode, you'll learn: Why content is the backbone of trust in the Marketing Hourglass Seven types of content Main Street retailers can use right now (without huge budgets) How content shows up at every stage of the customer journey Practical strategies for overcoming time, confidence, and consistency challenges Three easy steps to start creating trust-building content this week If you're looking for practical retail marketing strategies to attract new shoppers, build loyalty, and create raving fans, this episode will give you the confidence and direction to start.Keywords: independent retail, small business marketing, content marketing, retail trust, Marketing Hourglass, customer journey, Main Street marketing, customer loyalty, John Jantsch, Duct Tape Marketing

In a crowded marketplace, sameness is death. If your independent retail store looks and sounds just like everyone else, customers have no reason to choose you. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch with a focus on differentiation, specifically, how to craft your talking logo.A talking logo isn't your graphic logo or a catchy jingle. It's a short, memorable phrase that communicates your difference and positions your business in the mind of your ideal customer. As Jantsch says, “If you can't quickly communicate what makes you different, then to your customers, you're just another option.”In this episode, you'll learn: Why differentiation is the foundation of your retail marketing strategy What a talking logo is and how it helps independent retailers stand out A step-by-step process for creating your own core marketing message Real-world examples of Main Street retailers using talking logos successfully Three practical actions you can take this week to test and refine your talking logo If you want your store to stand out, attract more of your ideal customers, and build loyalty through clarity, this episode is a must-listen.Keywords: independent retail, small business marketing, retail differentiation, talking logo, retail branding, customer journey, retail strategy, Main Street marketing, John Jantsch, Duct Tape Marketing

Independent retailers often say, “Everyone is my customer.” But in reality, trying to appeal to everyone means you end up connecting with no one. In this episode of Main Street Matters, Patrick Keiser continues our Duct Tape Marketing series by John Jantsch and explains why defining your ideal customer profile is the single most important step in creating a successful retail marketing strategy.You'll learn: Why the traditional “everyone is my customer” mindset hurts small businesses How to create a clear Ideal Customer Profile with demographics, psychographics, buying behavior, and pain points Simple ways independent retailers can use data, conversations, and community trends to identify their perfect customer How to tailor your marketing messages so they resonate with the people most likely to buy, return, and refer Three practical steps you can take this week to sharpen your marketing focus If you want to stop wasting money on broad marketing and start building a loyal base of repeat customers, this episode is for you.Keywords: independent retail, small business marketing, ideal customer profile, retail strategy, customer journey, retail growth, Main Street marketing, target audience, retail customer loyalty, John Jantsch, Duct Tape Marketing

Independent retailers need more than one-time sales; they need loyal customers who come back again and again. In this kickoff to our Duct Tape Marketing podcast series, host Patrick Keiser introduces John Jantsch's powerful Marketing Hourglass framework (Know, Like, Trust, Try, Buy, Repeat, Refer) and shows how it applies to small businesses and Main Street retailers.In this episode, you'll learn: Why the traditional sales funnel doesn't work for independent retailers How to build a customer journey that creates repeat sales and word-of-mouth referrals The seven stages of the Marketing Hourglass explained with examples for local retail Simple marketing strategies to attract customers, build trust, and grow your business Three practical steps you can implement this week to strengthen your retail marketing plan If you're looking for retail marketing tips, small business growth strategies, and ways to get more customers for your store, this episode lays the foundation for a system that works.Keywords: independent retail, small business marketing, Main Street retail, customer journey, sales funnel alternatives, Marketing Hourglass, retail growth strategies, customer loyalty, repeat customers, referral marketing, John Jantsch, Duct Tape Marketing

Last week, Heart on Main Street traveled to Asheville, NC, to help a community rebuild following last year's devastation caused by Hurricane Helene. Host Patrick Keiser, tells the story of three stores that were affected by the hurricane and the flooding that ensued: Second Gear, which had been located in the River Arts District, Diamond Brand Outdoors, which lost its manufacturing center and inventory, and Dogwood Darlings, which is still in the process of recovery in the Biltmore Village area. In addition to making donations to these retailers, Keiser talks about the newest initiative of Heart on Main Street, the volunteer rebuild project. Alongside Heart on Main Street, volunteers from across the country came to Asheville to help restore Dogwood Darlings. Over three days, they worked to transform the interior and exterior of the store and get it closer to reopening. 

In this episode, host Patrick Keiser talks with three retailers who have been through traumatic experiences and seen the devastation of their stores at the hands of natural disasters. Andrea Morris of Brickwood Boutique in Temple, TX, Anita Cereceda of The Islander in Fort Myers Beach, FL, and Christy Morris of Mix Mercantile in Sulphur, OK, all share their emotional stories of going from loss to rebirth in the midst of tragedy. They share their experiences and strategies with retailers facing similar challenges. From fighting with insurance companies to warding off looters, their powerful stories provide inspiration for all who face such adversity.

In this final episode of our Why We Buy Summer Book Club series, we're combining the art of visual merchandising with the science of shopper behavior to unlock one of Paco Underhill's most valuable insights: how display height, depth, and tactile engagement work together to keep customers in your store longer, interacting with more products, and making more purchases.From the “strike zone” that maximizes visibility, to layered displays that act as visual speed bumps, to the power of encouraging customers to pick up and touch your products — you'll learn practical, research-backed strategies to transform your store layout into a sales-driving experience. Whether you run a cozy boutique or a large showroom, these ideas will help you create displays that aren't just pretty, they're profitable.What You'll Learn in This Episode: What the “strike zone” is and how it influences where customers look and shop. How layered, tiered displays slow shoppers down and increase engagement. Why product interaction (touching and handling items) significantly boosts purchase likelihood. Practical ways to merge visual merchandising with behavioral science. Easy, low-cost tips for applying height, depth, and touch strategies in small retail spaces. Resources & Links: Heart on Main Street Website: https://www.heartonmainstreet.org Donate to Support Main Street Retailers: https://www.heartonmainstreet.org/donate Follow Heart on Main Street on Instagram: https://www.instagram.com/heartonmainstreet About Why We Buy by Paco Underhill: https://www.pacounderhill.com/why-we-buy Keywords: retail display tips, Paco Underhill, Why We Buy book, product interaction science, retail merchandising strategies, height and depth in displays, retail strike zone, visual merchandising, independent retail, retail sales growth, customer engagement strategies, small store merchandising, retail behavioral science. 

In this ninth installment of the Why We Buy Summer Book Club series, host Patrick Keiser explores one of Paco Underhill's most powerful retail strategies: the Art of Adjacency. It's the science — and art — of placing complementary products together to spark more sales. Forget fighting over “prime” display space; cross-merchandising the right way can transform ordinary shopping moments into higher-ticket purchases.Patrick shares real-world examples, from pairing apparel with accessories to creating lifestyle displays that inspire customers to buy into a feeling rather than a single product. You'll learn how to position add-ons throughout the store, why right-hand reach matters, and how themed merchandising can sell not just products, but experiences.✅ In this episode: Why the “magic spot” isn't the only path to sales How product placement next to a bestseller can drive unexpected revenue Add-ons beyond the checkout counter — anywhere in your store The Book People example that changes how you think about merchandising Creative lifestyle displays that make products irresistible How to think like your customer to create adjacencies that convert Whether you sell fashion, home goods, books, or gifts, this episode will help you see your merchandising strategy in a whole new light and uncover sales opportunities hiding in plain sight.

In this eye-opening installment of the Why We Buy Summer Book Club series, host Patrick Keiser dives into one of the most overlooked but critically important areas of a retail store: the dressing room. Based on insights from Paco Underhill's retail classic Why We Buy, this episode unpacks why fitting rooms aren't just changing spaces — they're conversion machines.Patrick explores the psychology of the dressing room experience and offers actionable ideas for independent retailers looking to boost sales without a major renovation. From lighting and mirrors to comfort, privacy, and customer service, every detail counts — and can make the difference between a sale and a missed opportunity.✅ In this episode: Why customers spend up to 30% of their shopping time in dressing rooms The small improvements that can double a customer's purchase rate Lighting strategies that make everyone (and every body) look great The role of mirrors, placement, and new “smart” technology How sales associates can make or break the dressing room experience Creative ideas for turning even a tiny fitting room into a powerful sales tool Whether you're outfitting a clothing boutique or considering how customer touchpoints drive conversion, this episode will challenge you to rethink how every square foot of your store contributes to the sale.

In this episode of Main Street Matters, we turn our attention to one of the most overlooked tools in your retail arsenal: signage. As part of our Why We Buy Summer Book Club series, host Patrick Keiser breaks down why great signs do more than inform — they guide, persuade, and create memorable in-store experiences.Drawing from Paco Underhill's classic retail research, Patrick explores how signs influence customer behavior, the psychological patterns behind reading (or ignoring) signs, and why placement, font, tone, and branding matter more than you think.✅ In this episode: Why only 17% of shoppers notice signs — and how to grab their attention What the “Closed” sign can teach us about human behavior How sign placement and font size can improve customer flow and accessibility Why signs should reflect your brand's voice and personality Tools and platforms (like Canva!) for creating pro-quality signs The do's and don'ts of exterior, category, and point-of-sale signage Whether you're launching a new store or refining a seasoned space, this episode is full of practical, easy-to-implement tips to help you use signs to boost engagement, clarify navigation, and increase sales.

In this sixth installment of our Why We Buy Summer Book Club series, host Patrick Keiser takes a thoughtful look at how age and physical ability shape the way customers shop — and what retailers can do to make their stores more accessible, inclusive, and profitable.Drawing on key insights from Paco Underhill's classic Why We Buy, Patrick explores the realities of designing retail environments that meet the needs of older shoppers, customers with limited mobility, and even the littlest consumers — kids. From product placement and visibility to shelf height and signage, this episode is filled with practical strategies to help retailers serve a wider audience and create better shopping experiences for everyone.✅ In this episode: Why older shoppers avoid lower shelves — and how that impacts your layout How vision, arthritis, and mobility issues affect purchase decisions Creating space for children as both influencers and future customers Tips for merchandising by age group (and why it matters) The importance of stroller-friendly aisles and accessible basket placement Why teens and tweens deserve design attention too Whether you're trying to better serve an aging customer base, increase sales with families, or simply make your store more user-friendly, this episode will help you see your shop with fresh eyes — and build a space that welcomes everyone.

What if you could increase impulse purchases just by letting customers touch, smell, hear, or even taste your products? In this fifth installment of our Why We Buy Summer Book Club series, host Patrick Keiser dives deep into how sensory engagement drives buying behavior — and why independent retailers need to think beyond sight alone.Drawing inspiration from Paco Underhill's research, Patrick breaks down each of the five senses and shows how they influence the in-store experience. From music that sets the mood, to signage and mirrors that slow shoppers down, to the irresistible pull of scent and taste — this episode is full of practical, creative strategies you can implement in your store right away.✅ In this episode: Why 90% of impulse purchases happen in-store — and how the senses drive them How to use sound to create atmosphere and demonstrate products The visual tactics that actually convert: signage, mirrors, and live demos How scent taps into memory and influences customer emotions Why sampling — even in non-food stores — is a secret weapon How to encourage product interaction (and why that boosts sales) Whether you run a gift shop, apparel boutique, or gourmet store, this episode will help you rethink the way customers experience your space — and how small, sensory upgrades can lead to big results.

In Part 4 of our Why We Buy Summer Book Club series, host Patrick Keiser digs into a powerful truth from Paco Underhill's retail research: the more comfortable customers feel in your store, the longer they'll stay — and the more they'll spend.This episode explores how comfort influences customer behavior and sales, from reducing congestion to providing seating and shopping baskets. Patrick unpacks real-world insights on the dreaded “butt-brush effect,” personal space, traffic flow, and how creating thoughtful, relaxed environments can turn browsers into buyers. You'll hear stories, stats, and strategies to help you rethink the way your store is laid out and how customers experience it.✅ In this episode: What the “butt-brush effect” is and why it kills sales How time spent in-store correlates with how much customers spend Easy fixes for aisle congestion and overcrowded displays Why seating and shopping baskets are secret sales tools How group shopping (especially female friendships!) boosts buying behavior Whether you're running a gift shop, clothing boutique, or general store, this episode will help you see your store through your customers' eyes — and make their experience better, easier, and more profitable.

In this third episode of our Why We Buy Summer Book Club series, host Patrick Keiser explores one of the most iconic — and actionable — insights from Paco Underhill's retail classic: shoppers almost always turn right. This subtle customer behavior holds big implications for your store's layout, traffic flow, and product placement strategy.As Patrick walks us deeper into the shopper journey, he breaks down how customer movement tends to follow a predictable question mark pattern — and why the front right section of your store is often the most valuable real estate. You'll hear examples of what to place there, what to avoid, and how to optimize other areas of your floor plan to match the psychology of modern shoppers.✅ In this episode: Why most customers gravitate toward the right when entering a store How to maximize sales in your “prime real estate” section Where to place cash wraps to preserve the natural flow Why display orientation can make or break a product's visibility How to use shopper dominance (right-handedness!) to your advantage Whether you're rearranging your store or simply rethinking your floor plan, this episode offers clear, actionable guidance to help you create a more intuitive and profitable shopping experience.

In this second installment of our Why We Buy Summer Book Club series, host Patrick Keiser unpacks one of the most overlooked yet critical parts of any retail space — the decompression zone. Based on insights from Paco Underhill's seminal book, Why We Buy, this episode explores what happens in the first 5 to 10 feet inside your store and why it can make or break your customer's shopping experience.Patrick explains why customers ignore products placed too close to the entrance, how the body and brain transition from the outside world into the shopping mindset, and why this area should be treated as sacred ground, not prime selling space. With real-world examples from independent retailers and simple tactics you can use right away, this episode helps you turn “no man's land” into a gateway to stronger sales.✅ In this episode: What the decompression zone is and why it matters Mistakes many retailers make at their front entrance Easy ways to shorten the transition zone and guide customer behavior When to use “speed bump” displays and when to hold back How to observe your customers and redesign with intention Plus, Patrick gives an exciting update on the One Day, One Heart event live from AmericasMart in Atlanta — including details on how 11 showrooms are rallying together to support retailers impacted by natural disasters.

Welcome to the kickoff of our Main Street Matters Summer Book Club series! In this special edition of the podcast, host Patrick Keiser dives into the first takeaway from Paco Underhill's retail classic Why We Buy. And it all begins… before your customer even walks in the door.This week's episode explores how the outside of your store sets the tone for the inside experience. From signage and sidewalk engagement to scent, sound, and seating — Patrick breaks down actionable ways to draw people in, increase foot traffic, and create an inviting first impression. You'll learn how window displays, humor, and even directional angles can make or break the first few seconds of a shopper's journey.✅ In this episode: How customer perceptions are formed before they enter your store Creative signage tips that stop traffic and invite curiosity Why seating can be the secret weapon in group shopping dynamics How to build window displays that attract and convert A challenge for listeners to analyze — and improve — a storefront this week This episode is perfect for independent retailers, shopkeepers, and Main Street advocates looking to boost their curb appeal and understand the psychology behind modern shopping behavior. Plus, Patrick shares details about the exciting One Night, One Heart fundraiser happening this week in Atlanta — and how you can get involved!

In today's episode of Main Street Matters, Patrick Keiser explores a game-changing idea: your store isn't just a place to shop, it's a full sensory experience. Customers don't just buy with their wallets. They buy with their eyes, ears, hands, noses, and even taste buds. That's why the most memorable retail spaces are those that engage all five senses.In this deep dive, you'll discover how each sense contributes to an unforgettable customer experience and how small changes to your environment can build deeper emotional connections, increase dwell time, and drive sales. From the power of scent branding to the role of tactile displays, this episode is packed with ideas you can implement right away.✅ In this episode: Why visual storytelling is your first and most powerful impression How curated music shapes mood, pace, and memory The emotional impact of scent and how to create a signature store smell The role of texture, touchpoints, and physical engagement How even a taste can sweeten loyalty and elevate your brand Whether you're a seasoned boutique owner or just starting your Main Street journey, this episode will inspire you to see your space in a whole new light, through the senses of your customer.

Join host Patrick Keiser for a special episode of Main Street Matters as he sits down with Bob Negen, the respected founder and owner of Whizbang Retail Training. A seasoned retailer who built an incredibly successful business before launching another venture to teach other retailers, Bob has been a vital supporter of Heart on Main Street.In this insightful conversation, Bob shares his unique journey, starting with his very first retail endeavor, The Mackinaw Kite Company. He recounts how, with less than $3,000 in cash and no prior retail experience, he opened one of the world's first specialty kite stores in the tourist area of Mackinaw City, Michigan. Despite the statistical improbability of its survival (less than 1% chance), the Mackinaw Kite Company, now owned by his brother Steve, has thrived for almost 40 years, growing into a multi-million dollar business.Bob openly discusses the challenges of his early years, including a terrible location and the initial struggle to attract customers. He shares how they innovated to get people in the door, such as "fly them, they buy them" by filling the sky with kites to draw attention. He also reveals the stress and lack of "back of the house" skills that defined the first 15 years, until his wife, Susan, a former department store executive, brought essential knowledge of inventory management (like "open to buy") and merchandise mix.Key takeaways from this episode include:•The "Retailer's Journey"•Overcoming Adversity•The Genesis of WhizBang•Investment in Knowledge•Customer-Centric Philosophy•Building a Collaborative CultureThis conversation offers a wealth of insights for anyone looking to start, grow, or improve a retail business, emphasizing the importance of continuous learning, adaptation, and a deep understanding of customer needs....

In this inspiring episode of Main Street Matters, host Patrick Keiser explores one of the most transformative forces in retail: community. Through real-life stories from Saratoga Springs, NY, to Lincoln, IL, Patrick highlights how independent retailers across the country are coming together to collaborate, support one another, and create thriving downtowns.You'll learn why “community over competition” isn't just a motto, it's a strategy. Whether it's co-hosting events, sharing staff, or simply offering a listening ear, small retailers are proving that unity builds strength, resilience, and growth.This episode also spotlights One Night, One Heart, an upcoming nationwide fundraising event during the Dallas Total Home and Gift Market, which supports retailers recovering from natural disasters. Discover how you can get involved and be part of a movement that's redefining what success looks like on Main Street.✅ In this episode: Real-world examples of collaborative retail success Why shared community is the future of independent retail The impact of peer support during crises Details about One Night One Heart and how you can participate Practical ways to connect with and support fellow store owners If you're a store owner, sales rep, or retail enthusiast looking to build a stronger, more connected industry, this episode is for you.

What if the secret to long-term retail success isn't just found in your numbers, but in your values?In this inspiring and actionable episode of Main Street Matters, host Patrick Keiser explores how independent retailers across the country are building their businesses around generosity, connection, and purpose. You'll hear stories of shop owners who've turned their stores into hubs of hope, from disaster recovery in North Carolina and Florida to community leadership in small-town Oklahoma.We also shine a spotlight on One Night One Heart, a special event coming up this June during the Dallas Total Home & Gift Market. This industry-wide fundraiser supports retailers impacted by natural disasters and celebrates the spirit of giving back. Whether you're attending the market or cheering from afar, you'll learn how to be part of something meaningful.✅ In this episode: Why purpose-driven businesses earn deeper customer loyalty Real-world stories of retailers who give back — and grow because of it How giving, even in small ways, builds brand equity and resilience Details on how to participate in One Night One Heart in Dallas Simple ways to infuse your store with more heart and meaning Whether you're a new retailer, a seasoned store owner, or just looking to reignite your passion for Main Street, this episode is your reminder that retail is about relationships, and relationships are built through purpose.

If you've ever felt like your store's website isn't getting the traffic it deserves, you're not alone — and SEO might be the missing piece. In this practical, no-fluff episode of Main Street Matters, host Patrick Keiser and guest Samantha Conner break down five of the most common SEO mistakes that independent retailers make and how to fix them without hiring an agency or becoming a tech expert.From page titles and product descriptions to slow-loading images and Google Business Listings, Samantha walks through the missteps that quietly cost stores visibility and sales — and offers quick, manageable tips to improve your rankings and bring more local customers through your (real or digital) doors.

In a world dominated by big-box convenience and digital ads, what truly sets independent retailers apart? Relationships. In this heartfelt episode of Main Street Matters, host Patrick Keiser explores how genuine customer connections are built — not with marketing gimmicks, but with consistent, thoughtful, everyday moments.Drawing inspiration from Paco Underhill's Why We Buy, Patrick unpacks how emotion, memory, and authenticity create lasting customer loyalty — and how small, human-centered actions can grow your business more than any algorithm.

What if five minutes could make your store more profitable, more welcoming, or more efficient? In this episode of Main Street Matters by Heart on Main Street, host Patrick Keiser shares five small but mighty changes you can make today to improve your retail business, no budget, no major overhaul, just quick wins with big potential.Drawing on insights from the retail classic Why We Buy by Paco Underhill, Patrick walks you through real, actionable ideas like moving a product to eye level, refreshing your front signage, or auditing a single online listing. These small adjustments add up to better customer experiences and stronger sales.

In this conversation, Patrick Keiser speaks with Daniel Tadros, founder of 360 Retail Management, about strategies for independent retailers to improve sales and efficiency. They discuss the importance of optimizing POS systems, enhancing product listings for better SEO, and leveraging AI tools to streamline operations and improve customer service. Daniel emphasizes the need for retailers to adopt technology to stay competitive and prepare for the future of retail, which will focus on specialization and personalization.takeaways Retailers face challenges like inflation and order management. Optimizing POS systems can significantly improve efficiency. Integrating social media with sales platforms is crucial. Product listings must be detailed to build customer confidence. AI tools can automate customer service and improve sales. Cross-selling and upselling can be enhanced with AI. Pricing strategies can be automated for better competitiveness. Retailers need to focus on specialization to stand out. Technology adoption is becoming essential for survival in retail. Human oversight is still necessary alongside AI implementations. Sound Bites "Quick wins to improve sales and save time." "Retailers need to optimize their POS systems." "AI can save retailers hours of manual work." keywords: retail management, sales improvement, AI in retail, POS systems, product listings, SEO, customer service, independent retailers, automation, quick wins

Is Main Street retail really fading away? Are small businesses doomed to lose on price? In this bold and empowering episode of Main Street Matters, host Patrick Keiser busts four of the most common myths surrounding independent retail — and replaces them with the truth: Main Street is alive, evolving, and more important than ever.Using real stories, community insights, and on-the-ground experience, Patrick breaks down the misconceptions that hold retailers back and reminds us why small businesses are the heart of our towns and cities.

Length: 58:38 Hosted by: Patrick Keiser, Heart on Main Street Guest: Janzen Tew, Photographer & Founder of Denim + Velvet

When disaster strikes, it doesn't just damage buildings — it upends lives, disrupts communities, and tests the resilience of independent retailers. In this heartfelt episode of Main Street Matters, host Patrick Keiser travels to Western North Carolina to share the powerful stories of two retailers — J. Gabriel in Asheville and Willow Creek in Chimney Rock — who lost everything to natural disasters but found strength in their communities and support from the Heart on Main Street network.You'll hear firsthand accounts of loss, rebuilding, and hope from the store owners themselves, as well as the inspiring generosity of Beth Lewis (Olde Thyme Marketplace) and Brad Rosenkampff (The Link Companies), whose efforts helped make these donations possible.

What's driving the future of independent retail in 2025? In this fast-paced episode, Patrick Keiser breaks down 7 emerging trends transforming Main Street shopping districts across the country. From hyperlocal merchandise and immersive in-store experiences to TikTok-ready storefronts and community-driven collaborations, this episode is packed with insights for retailers, showrooms, and anyone who believes in the power of small businesses.Whether you're a retail store owner, sales rep, or just love supporting your local downtown, this episode will inspire you to rethink how Main Street can thrive in a digital age.Highlights: ✔️ Hyperlocal pride and why customers crave connection ✔️ Why retail is becoming the new third place ✔️ How to turn your store into a social media magnet ✔️ The rise of men's retail and what's behind the shift ✔️ Retail collaborations that are changing the game ✔️ Storytelling strategies that build loyalty ✔️ Navigating 2025 with cautious optimismKeywords: Main Street retail, independent retailers, retail trends 2025, small business, retail marketing, store design, shop local, experiential retail, downtown shopping, retail podcast, Heart on Main Street, Patrick Keiser, visual merchandising, small business podcast

On this episode of Main Street Matters by Heart on Main Street, Patrick interviews Crystal Vilkaitis, the Founder of Rooted in Retail and the host of the Rooted in Retail podcast. They talk about the need for small businesses and independent retailers to change and evolve as business changes around them. Crystal provides tips and insights on how businesses can change and what she hears about changes that businesses will need to make in the future. 

Looking to give your store a new look in 2025? Lyn Falk and Suzanne Rafenstein join Main Street Matters to discuss visual merchandising techniques you can incorporate into your store! Whether you're looking to make little tweaks or a whole new redesign, the team from Retailworks Inc. can set you on the path to realizing your visual merchandising dreams this year!Don't miss out on expert insights and real-world case studies that can help your local shopping district thrive! Subscribe now and follow us on social media @HeartonMainStreet.#MainStreet #SmallBusiness #ShopLocal #RetailSuccess #CommunityRevitalization #DowntownDevelopment #HeartonMainStreet

Join host Patrick Keiser on Main Street Matters by Heart on Main Street, where we uncover the secrets behind America's most vibrant downtown shopping districts. After visiting 50 communities across the country, we've identified what makes a successful Main Street—from small-town gems to bustling city districts.In this episode, we highlight real examples of communities that have revitalized their downtowns through business collaboration, community engagement, and strategic investments. Learn how cities like Saratoga Springs, New York, Hannibal, Missouri, and many others have transformed their retail districts by supporting local businesses, fostering merchant associations, and creating unique shopping experiences.Whether you're a small business owner, a downtown development professional, or just passionate about supporting local shops, this episode is packed with actionable insights on: ✅ The power of downtown business associations ✅ Cross-store collaborations that boost sales ✅ Community-driven revitalization strategies ✅ How to make your Main Street a must-visit destinationDon't miss out on expert insights and real-world case studies that can help your local shopping district thrive! Subscribe now and follow us on social media @HeartonMainStreet.#MainStreet #SmallBusiness #ShopLocal #RetailSuccess #CommunityRevitalization #DowntownDevelopment #HeartonMainStreet

In this special episode of Main Street Matters by Heart on Main Street, host Patrick Keiser reflects on two years of Main Street Mondays, a journey that has taken him to 50 towns across the country and showcased the resilience, creativity, and community spirit of independent retailers.From historic streets to modern downtowns, Patrick shares the insights he's gained from visiting these communities, the challenges local businesses face, and the key ingredients that make a thriving Main Street. Discover how collaboration, accessibility, events, and community pride play crucial roles in the success of local retail.

Welcome to a brand-new episode of Main Street Matters by Heart on Main Street! In this episode, host Patrick Keiser shares exciting updates from the end of 2024 and the beginning of 2025, highlighting our Giving Tuesday fundraising success, our ongoing disaster relief efforts for retailers impacted by wildfires in California, and the $40,000 raised in Atlanta in partnership with The Link Companies.Looking ahead, we're diving into key retail strategies for independent store owners, with a focus on visual merchandising techniques, product photography best practices, and digital marketing strategies to increase website traffic in 2025.Plus, we welcome Lenise Willis, Editor-in-Chief of Gifts and Decorative Accessories, to discuss emerging retail trends, evolving consumer shopping behaviors, and must-know insights for independent retailers looking to stay ahead in a competitive market.If you're a small business owner, boutique retailer, or industry professional looking for expert tips on store growth, e-commerce success, and community-driven retail, this episode is a must-listen!

In this episode, we want to thank all who have supported our organization this year. Listeners like you make it possible for our organization to help retailers in need. This week, we traveled to Chimney Rock, NC, to donate to Bubba O'Leary's General Store. The funds for this donation came from individuals, other retail owners, and small business enthusiasts from across the US (and even one international donation). We are thankful of your support and that you trust Heart on Main Street to help affected retailers. On December 3rd, Giving Tuesday, we will be making three more donations to retailers affected by the recent hurricanes. This is also money that has been donated by individuals from around the country. We will also raise money for three more retailers affected by natural disasters this year. Donations on Giving Tuesday will be matched dollar-for-dollar up to a certain amount by the following companies: Bridgewater Candle Company, Fresh Scents by Willowbrook, Ganz, Greenleaf Gifts, Just Got 2 Have It, Notes Candles, Primitives by Kathy, Raz Imports, tag, and Votivo.  To donate to our Giving Tuesday fundraising: https://www.heartonmainstreet.org/giving-tuesday

Ashley Alderson, founder of the Boutique Hub, joins the Main Street Matters by Heart on Main Street podcast to talk about the Boutique Hub and its resources, how retailers can use "Community over Competition" to grow their business, and the information that she is hearing from her network of retailers around the nation.