Rooted in Retail

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Welcome to a milestone episode of Rooted in Retail—episode 100! I’m thrilled to have you here for this special celebration.

In today’s episode, we’re doing things a bit differently. My COO, Pauline Blasetti, will be turning the tables on me as I take on the Resilience Round—the rapid-fire Q&A I usually ask my guests. You’ll get to hear my answers at the end of the episode.

But I’ve also gathered some of my favorite responses from past guests to the question: What do you think the future of independent retail looks like? You’ll hear insights from ten amazing guests, all packed into this episode.

Plus, I’ll be sharing what’s next for Rooted in Retail. We’ve got some exciting new projects lined up, and I’m confident they’ll make a big impact on you and your store.

Before we dive in, I just want to say thank you—for listening, for being part of this community, and for making this journey so rewarding. It means the world to me. So, without further ado, let’s jump into episode 100 of Rooted in Retail!

[01:37] Rooted in Retail Merch Winners

[02:25] Celebrating 100 episodes of Rooted in Retai

[05:00] Why independent retailers need this key strategy to outperform big box chains

[06:14] Crystal's call to action for retailers

[08:3]7 Stay Tuned: A new Rooted in Retail segment you won't want to miss

[11:45] How Crystal plans to bring Rooted to Retail to life with in-person experiences

[13:47] Special Announcement: After the Show returns in September

[16:43] What makes independent retailers special with Dane Cohen

[17:57] How retailers can stay relevant with Jacqueline Snyder

[18:50] Why there's never been a better time to own a business with Wade Tonkin

[19:48] The biggest advantages independent retailers have over big box stores with Susan Negen

[20:51] Embrace the mindset of "I don't know what I don't know" with Paul Erickson

[22:31] The demand for independent shops is increasing with Karen Walsh

[23:51] The power of automation in the future of retail with Thad Price

[25:14] What will keep customers coming back to small business retail with Beth Rich

[25:49] Why retailers should take care of their regulars with Matt Harris

[27:32] How can we engage with customers in a different way with Kelly Bennett

[28:43] Episode Sponsor: Crystal Media Co. Ads Management Services

[29:56] Crystal Vilkaitis' Resilience Round

Get links to all the episodes and resources on our website at https://www.crystalmediaco.com/episodes/the-future-of-independent-retail-with-crystal-vilkaitis/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

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Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Holy guacamole! Today's episode is packed with so many actionable tips for social media and holiday marketing, you’ll need to listen twice. We’re diving deep into open house planning and Pinterest strategy, so grab your pen and paper!

Today, I’m joined by the incredible Steph Bechard. While she’s no longer on the Crystal Media team, she remains a forever friend of ours. I’m so excited that we could come together for this special Episode 99 to answer three burning questions from retailers just like you.

In this episode, we’re taking on call-in questions from our listeners and we cover it all. They called in, asked a specific question, and we're giving a lot of strategies and ideas and tactics to answer those questions today. 

Whether you’re looking for tips on promoting events through social media or want inspiration for your Q4 marketing plan, we cover a ton in this episode. Let’s dive in!

[02:34] Question 1: How can I start using and leveraging Pinterest for my crafters who often go there for crafty ideas?

[04:19] Why retailers need to be verified merchants on Pinterest

[05:22] What’s the best percentage split between inspirational and sales-driven posts?

[10:04] How to use keywords on Pinterest

[15:49] Question 2: How can I come up with a new creative format for our annual holiday event in November?

[15:53] Crystal brainstorms a Christmas Wonderland carnival event for Q4

[22:46] Episode Sponsor: EVOLVE 2025

[23:30] What retailers should consider when creating social media content to promote events

[28:54] Three quick tactics for event promotion on social media

[34:23] Question 3: How retailers can use social media to bring shoppers into their holiday events

[37:35] How to leverage live rooms on Facebook and Instagram with other shops

[40:43] Why you should talk about your past events in your content

[41:33] The power of creating buzz outside the store to bring customers in

[43:12] How staggered sales can help maintain steady foot traffic throughout an event

[47:23] Crystal's ideas for a holiday giveaway

Get all of the details on our website at: https://www.crystalmediaco.com/episodes/social-media-tactics-to-shine-this-holiday-season/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

If you're a retailer, you probably work with sales reps. But are you really making the most of those relationships? Today, we're going to dive into how you can use these partnerships to grow your business.

Joining me is Kelly Bristol, Vice President of Business Development at Just Got 2 Have It. With nearly 25 years in the gift and home industry, Kelly is super rooted in retail. She's also a board member of Gift for Life and partner behind the Reps Are Local Too movement.

In this episode, Kelly and I will talk about how to leverage the relationships with your reps, dive into the Reps Are Local Too campaign, and uncover the special industry insights local reps can provide—insights you won’t find anywhere else. 

Reps have industry information not available anywhere else. We’ll cover everything from current market trends to how reps can support your growth. Let’s jump in and find out how you can make the most of your relationships with local reps!

[02:05] Kelly's retail journey

[05:43] What are the top market trends now, and how can a local rep help retailers benefit from them?

[11:59] Three inspiring examples of ways reps have supported their local brick-and-mortars

[14:52] Free Download: 365 Content Ideas & 24 Customizable Canva Templates

[16:34] Kelly's advice for retailers on how to leverage their rep relationships to grow their stores

[21:37] How can retailers support their reps and what are the advantages of this partnership?

[26:00] Three ways a local rep's advice has really made a difference for these retailers

[29:51] Kelly's resilience round

Get access to all of the resources on our website at https://www.crystalmediaco.com/episodes/how-to-leverage-your-local-rep-relationships-with-kelly-bristol/

Get our 365 Content Ideas & 24 Canva Templates here: https://www.crystalmediaco.com/365ideas/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Want to learn how to maximize your profits and overcome cash flow challenges? You’re in the right place! In this episode, we’re diving into the world of money and numbers. I’m thrilled to have Charles Leikauf from Ecom Profit Group with us. He’s here to talk about all things profit: how to boost your revenue, smart budgeting, and strategies to tackle tough cash flow situations.

Charles is a corporate finance professional turned fractional CFO. After restructuring a $2 billion business and serving as CFO for another, he left the corporate world behind. Now, he helps companies as their Fractional CFO at Ecom Profit Group, which focuses on improving cash flow and profitability for ecommerce businesses.

In this episode, Charles will share his tips on what to forecast and monitor in your retail store. Plus, he gives some great examples of clients who skyrocketed their profits by experimenting and testing their approaches. 

You’ll learn practical strategies for better budgeting and managing your cash flow. These are methods you can use immediately right away to find more profit in your store. Let’s get started!

[02:30] How Charles helps ecommerce owners figure out how to make more money with what they already have

[04:45] Charles' tips on how to manage your cash flow when funds are tight

[10:22] How to use a cashflow forecast to determine how much to spend in your business

[13:46] Where retailers can find quick, short-term financial help when facing cash flow issues after a big expense

[18:06] What RFM is and how retailers can use it to segment their customer base

20:13 How Charles helped one retailer go from a $900,000 annual loss to a $500,000 profit in the first quarter

[27:48] Episode Sponsor: Heart on Main Street

[29:36] What advice Charles has for retailers to get the best results from their ad spend

[41:05] Charles' resilience round

Get all of the resources in the full show notes: https://www.crystalmediaco.com/episodes/turn-cash-flow-problems-into-profit-opportunities-with-charles-leikauf/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Imagine running a business so beloved it's been named the best in its county every year since 2000. Today, Barb Binkley from Cooper and Binkley Jewelers is here to tell us how she and her husband Mark made it happen.

Cooper and Binkley Jewelers is renowned for its commitment to giving back to the local community. They’ve been named Livingston County's Best Jewelry Store every year since 2000 and have also been honored as the Best Jewelry Store in WDIV Detroit's "Vote for the Best" contest for 2021 and 2022.

In this episode, Barb will pull back the curtain and share the secrets behind their success. Get ready for practical advice on business strategy, event ideas, community involvement, marketing, and more.

You’ll discover what's working for Barb right now, especially in reaching a diverse audience. There’s so much valuable content here that you might even want to listen to this episode more than once!

Inside you'll find:

[03:25] The 75-year legacy of Cooper and Binkley Jewelers

[09:00] The principles and habits that have helped the Binkleys maintain exceptional customer service over the years

[12:22] Barb's advice on treating customers as if they were guests in your home

[14:22] The conversation Crystal had with Barb about the importance of spreading your message made a lasting impression

[18:35] Why we are actors on a stage in front of our customers

[21:05] Cooper and Binkley's approach to community support

[28:14] Episode Sponsor: Become a SCALE customer

[29:48] Which events does Barb find most effective in connecting with her customers and the community?

[35:40] What tactics has Barb found to be most effective in connecting with and holding onto a diverse customer base?

[39:04] What Barb would tell retailers who are nervous about putting themselves out there

[40:52] What do you believe sets you guys apart from other jewelry stores and how do you consistently maintain this level of excellence?

[44:03] Barb's resilience round

Get all of the details on our website at: https://www.crystalmediaco.com/episodes/the-secrets-to-building-a-timeless-jewelry-brand-with-barb-binkley/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Who's ready to get some sales training, make more money, and excel in sales? On this episode of Rooted in Retail, we're diving into essential strategies every independent retailer needs to hear. Even if you're already doing great, there's always more to learn!

Today, I’m joined by Jason Mausser, and we're talking all about sales. In his new book, Don't Shut the F$ck Up: Transforming Your Selling Mindset, he shares unique methods from his extensive experience to help you change your mindset, build relationships quickly, and get hired by your prospects.

Jason has over 35 years of sales experience with clients like Toyota Motors, the Los Angeles Dodgers, Disney, Warner Brothers, and the Museum of Contemporary Art. He started Mouser Consulting Inc. 18 years ago and has been helping diverse clients create and source unique products ever since.

You're going to want to ask yourself some important questions and explore the opportunities available to you. Today's episode is full of practical ideas and valuable advice. Get ready to take action and start selling more!

[03:19] How Jason kicked off his retail journey by tackling one of the hardest products to sell

[07:25] What are some new ways retailers can think about sales to feel more confident about selling more?

[10:39] Does your company actually want this customer?

[14:55] Sponsor Message: Join us at EVOLVE 2025

[15:41] Does your customer trust you?

[24:32] Jason's advice for independent retailers on how to overcome common sales hurdles

[27:54] Jason's resilience round

[36:01] Sponsor Message: Introducing Hatch Inventory App

Get all of the details for the episode on our website at https://www.crystalmediaco.com/episodes/how-to-sell-more-and-build-instant-connections-with-d-jason-mausser/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Ever wondered what success could mean for your retail store? More importantly, have you considered the person you need to become to make it happen? Today, Jamie G Smith joins us to share the keys to breaking through our self-imposed limitations.

Her strategies have already sparked new ideas for my business, and I know they'll do the same for you. Jamie is a business and lifestyle elevation strategist, speaker, and content creator. As the founder of LUXE Everyday, she empowers entrepreneurs to shatter the glass ceilings of self-doubt and limitation.

We explore identifying common invisible barriers for small business owners, and Jamie shares practical tools for overcoming them. Discover how setting boundaries, managing mental capacity, and choosing the right influences can drive your success!

Jamie G. Smith empowers entrepreneurs to shatter the glass ceilings of self-doubt and limitation, propelling them into a realm of unstoppable success. As a renowned business & lifestyle elevation strategist, speaker, and content creator Jamie is the founder of L.U.X.E. Everyday. LUXE stands for L.ead a U.nique e.X.traordinary E.xistence Everyday. 

[02:49] How Crystal and Jamie had a chance encounter on a flight

[04:18] Why the hardships Jamie faced inspired her to design a mindset strategy system

[07:53] Sponsor Message: Get Your Free Guide - 365 Social Media Content Ideas!

[09:54] Why your success depends on managing your mental and physical energy

[11:35] Two practical techniques retailers can use to increase their energy levels and productivity

[15:57] Is the pike syndrome mindset holding your business back?

[16:57] Two common barriers Jamie sees holding entrepreneurs back and how we can begin to identify these in our own lives.

[21:47] A simple tool that can help you understand how your mindset affects your reactions and actions

[25:07] How one leader found her true potential and it transformed her business

[29:37] How to join Jamie's upcoming free masterclass designed to drive change and transformation

[30:42] Jamie's resilience round

[37:37] Sponsor Message: Dr. Dougs - Your customer's next obsession

Get all of the details in the show notes on our website.

Get 365 Content Ideas with 24 Customizable Canva Templates

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

What if your closet could be your secret weapon for success? Today on Rooted in Retail, I’m excited to explore why feeling confident in what you wear matters so much for entrepreneurs and retailers.

I’m joined by Jessica Papineau, a seasoned stylist with over 25 years of experience in the fashion industry. As the founder of CSJ, a styling company dedicated to empowering high-performing women to look and feel their best, Jessica has transformed countless lives by helping break style barriers and boost confidence.

In this episode, Jessica will guide us on how to dress in alignment, feel more confident, and genuinely fall in love with everything in our closet. Plus, she will share practical tips on supporting your customers, building trust, and creating safe spaces for clients. 

Get ready for actionable advice, inspiring stories, and steps to elevate both your style and mindset!

[02:56] How Jessica's journey into the world of fashion began when she was just 4 years old

[06:35] Jessica's tips on how to show up more confidently in your store and outside the store

[14:19] What are some ways women often set themselves up for wardrobe failures?

[19:51] How the three F's can transform our closet and elevate our confidence

[25:44] Jessica's take on the skinny jean fashion trend

[27:09] How Jessica's postpartum client found confidence in the right fit and the right fabric

[38:11] Jessica's new app designed to guide women in setting up successful wardrobes

[41:01] Jessica's resilience round

Get all of the details on our website at: https://www.crystalmediaco.com/episodes/empower-your-style-empower-your-business-with-jessica-papineau/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

If you're part of the Rooted in Retail community, you already know how much I love using AI to supercharge your business. The world of AI is evolving so quickly, and today, I’m thrilled to share an exclusive webinar replay hosted by Patrick Keiser!

Patrick is from Heart on Main Street, an incredible nonprofit dedicated to helping independent retailers thrive in their local communities. Heart on Main Street hosts a monthly webinar series that brings together independent retailers and community organizations with top industry experts to share insights and strategies for business growth.

In this episode, we’re diving into powerful AI tools like ChatGPT, Gemini, Pika, and many others. You’ll get practical tips on how to use this technology to streamline your marketing, engage your customers online, and even optimize your inventory management.

We'll also cover why it's so important to use AI responsibly and share some great ways to integrate it into your retail operations. Join us as we explore how independent retailers can harness AI to save time and money in your business. This conversation is all about navigating the exciting future of AI in independent retail!

[01:13] Meet Patrick Keiser from Heart on Main Street

[03:19] How Crystal defines AI

[16:05] Why you must humanize AI copy and make it your own

[17:46] Crystal's advice on how to make AI-written copy sound like your brand voice

[22:19] What other ways does Crystal think ChatGPT can help retailers?

[27:34] Crystal's tips on how to use AI to create videos and images from scratch

[35:46] Where can retailers start to experiment with AI in their business?

[38:54] Two strategies for leveraging chatbots for customer service and driving engagement in your DMs

[42:07] What are Crystal's tips for retailers who are looking to try more advanced AI strategies?

[48:07] What are some of the more innovative things that Crystal has seen retailers used AI for?

[54:40] What changes will AI bring to our everyday lives over the next decade?

Get all of the resources on our website at: https://www.crystalmediaco.com/episodes/how-retailers-can-use-ai-to-save-time-and-money-with-crystal-vilkaitis-and-patrick-keiser/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt

Connect with host Crystal Vilkaitis and join her newsletter at https://thisiscrystal.com.

Retailer? Visit https://indera.co for retail education, training, and community. Founded by Crystal Vilkaitis.

Get ready for an amazing conversation with my friend, Amy Lacey. This episode is a true gem—a masterclass in business evolution packed with advice, tips, and incredible stories from Amy's entrepreneurial journey.

Amy Lacey is a powerhouse: a serial entrepreneur, bestselling author, keynote speaker, and business mentor. She made waves in 2016 by founding the award-winning Cali’Flour Foods, introducing the first cauliflower pizza crust to the market. In 2023, she launched Soursop Nutrition, a groundbreaking supplement brand harnessing the superfruit Soursop to combat some of the world's deadliest chronic diseases.

If you love podcasts that dig deep into the "why" and "how" behind success stories, this episode is for you. Amy shares all the fascinating details, challenges, and triumphs that shaped her path. Tune in and be inspired!

[00:00] Secrets to Building a Billion-Dollar Brand with Amy Lacey

[03:05] The story of Amy beginning her entrepreneurial path while in college

[06:21] Amy's early e-commerce store selling children's sneakers

[07:48] The medical laser company Amy started and later sold after she faced health issues

[11:29] What inspired Amy to create and launch the first cauliflower pizza crust brand

[13:21] How the sales of Amy's cauliflower pizza crust soared following a viral post on Facebook

[21:34] How Amy was introduced to Soursop and it sparked the idea for her second e-commerce company

[29:24] Commercial: Are you ready to scale your business?

[30:55] Why Amy thinks you need passion to succeed in business

[37:59] Amy breaks down her 5 P's to succeed in business

[46:13] What's one tool Amy relies on to help her make decisions in her business?

[48:36] Commercial: We have your customers' next obsession!

[50:06] Amy's resilience round

Get all of the resources and notes on our website at: https://www.crystalmediaco.com/episodes/the-five-ps-of-business-success-with-amy-lacey/

Join the Rooted in Retail Facebook Group to continue the conversation

Join our newsletter for all the latest marketing news for retailers

Show off your super fandom by getting your Rooted in Retail Merch! 

Go to http://indera.co/prompt to access the prompt