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.

If you have a brick and mortar location, real estate is really important for your retail business!

Patricia Norins is my personal mentor, but she is also a retail real estate expert and cofounder of Blue Butterfly, where they bridge the gap between retailers and property owners. 

We talk about common mistakes like becoming emotionally invested in a space outside of your budget or not working with an attorney.

Patricia also saves you time AND money with a list of red flags, including termination rights and rent escalation clauses. 

And you’ve heard it…location, location, location. It really does matter and can play a big factor in your success. 

Patricia has some amazing tips on how to do thorough research and find out if a space is the best for you with questions like, How close is it to your target audience? What does the local market look like? What’s your proximity to your competitors? And have you explored the property and neighborhood at all times of day throughout the week?

Maybe you’re thinking about buying property instead of leasing. To top off this FIRE conversation, we break down a short list of pros and cons to owning your retail space.

Whether you’re looking for a new location, unhappy in your current one, or not even considering a new lease yet, this episode is jam packed with tips you just can’t miss.

As always, I’m rooting for your success!

What’s Inside:

• Retail Real Estate; What should you know?
• Common mistakes Retailers make when leasing a space?
• Red Flags in Real Estate, what should you look out for?
• How to negotiate a commercial lease?
• The pros and cons to owning a space versus leasing.
• Does location make or break success?
• Research tips for the perfect retail space for YOU!

Mentioned In This Episode:
Blue Butterfly
The Wall Street Journal
Google
The Millionaire Next Door: The Surprising Secrets of America's Wealthy
Crystal Media Insiders
EVOLVE 2024
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube

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.

“Never ever feel like you’ve arrived.”

That’s just one piece of awesome wisdom from Jennifer Johnson. Jennifer is the owner of True Fashionistas, Florida’s largest lifestyle consignment store.

Jennifer shares her slow and steady race to success. There is nothing that will provide better results than time, commitment, and consistency.

When it comes to social media, Jennifer has her consistency set. She shares a couple tricks that set her up for social media success all month.

Batching - Did you know you don’t have to take each picture or write each post in real time? Jennifer has a photo day once a month and preplans and schedules all her content to last all month.
Reuse - Don’t let your hard work go to waste. Chances are, only a small percentage of your ideal clients saw your content for the first time. Repost and repurpose across all your platforms for more reach with less work.

Being a brick and mortar store owner, running an ecommerce site, hosting a podcast, and coaching other women entrepreneurs—where does he find the time? It’s WHO not HOW.

Know your strengths and weaknesses, and be humble enough to hire out for those weaknesses. Surround yourself with a team and an inner circle to lean on for the things you can’t do. Additionally, Jennifer has a “Founder’s Day” every Friday where she dedicates time to working ON her businesses.

Whether you are getting restless and looking for success, feeling camera shy or overwhelmed with social media planning, or drowning in your founder’s tasks, Jennifer has so many great tips that you have to listen in to hear them all for yourself!

I’m rooting for your success!

What’s Inside:

• The secret to growth and success: Time and Commitment.
• How to “fix and forget” your social media.
• Social media scheduling and automation.
• Hiring for your weaknesses to save you time and energy.
• Tips for camera shy retailers.
• Resources for success in retail.

Mentioned In This Episode:
The Fashionista Life
True Fashionistas
Begin With WE: 10 Principles for Building and Sustaining a Culture of Excellence: McDowell, Kyle
Entrupy
Shopify
​​Toastmasters International
Crystal Media Insiders
EVOLVE 2024
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube

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.

Instagram, TikTok, Facebook... wherever your business is showing up, you need to be leveraging video content and a real human face to represent your store! Humanity is what sets you apart from your big box counterparts.

Who that face is, is up to you. It can be just the owner, the team, a combo of the two, or even customers and influencers.

In this episode, I get into the pros and cons of each type of social face and how YOU can figure out what is right.

One of my favorite “Case Studies”, if you will, is a unique shop in Brooklyn, Catbird, whose socials evolved over time from solely the owner to a mix of team and influencers. There are SO many options for how you can structure your socials to fit your business and your customers.

Another key factor: Getting Personal. Personal details on your business's social media accounts build trust, build relationships, and create lifelong customers. And getting personal doesn’t have to mean sharing food pictures—or could it? But anything that matters to you—your thoughts, routines, values, and traditions—gets you closer to your customers.

Listen, you don't have to spend hours on video to make an impact on your business; it takes 5 minutes a day. But get consistent, get brand clarity, bring diversity and representation to your page, and get on the same page with your team or other ‘faces’.

I love talking about all things social media, and I love helping you create success in your retail stores. Have more questions? DM me or send an email to [email protected].

I’m rooting for your success. 

What’s Inside:

• Are you committing to your social media?
• How to structure and ‘find your face’ for social media.
• Representing all customers, so clients see themselves in your page.
• Tips for getting personal (...or not) on social media.
• Who can be the face of your business and how to decide?

Mentioned In This Episode:
Catbird (@catbirdnyc) on Instagram
Crystal Media Co Social Media Day 2024
Crystal Media Insiders
EVOLVE 2024
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube

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.

Hey Retailers!

It’s my birthday week!  I’m showing up today with a minisode and a little riff on what’s on my mind AND what I've been hearing in my conversations with retailers and entrepreneurs.

Balance. The sweet divide between work, play, and rest.

Why is it SO hard to find the balance? And when you do, are you feeling chronic guilt when you aren't working?

Here's my golden tip: Get clear on what’s important.

What matters? What are your biggest priorities? Get clear, and then only give your time to those things.

Another tip: Schedule intentional rest and play. You deserve it, actively participate and give yourself to it, like it’s your job.

Not doing these things and not prioritizing balance can lead to burnout. I’ve felt that before, and if I can save any of my retailers from it, I want to.

There will always be a million things to do, but we’re in it for the long game! Face yourself every day with grace, love, and your priorities in line.

What did you think of today’s episode? Let me know!

I’m rooting for your success!

What’s Inside:

• What does it mean to find balance?
• How can retailers balance their priorities?
• Golden tips to prevent burnout.
• Are you playing and resting as much as you are working?
• Do you have chronic guilt when it comes to taking a break?

Mentioned In This Episode:
Crystal Media Insiders
EVOLVE 2024
Crystal Media Co Social Media Day 2024
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube

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.

I’ve said it before, and I’ll say it again, you need to be leveraging Chat GPT for your retail store.

Google CEO, Sundar Pichai said, “AI is one of the most important things humanity is working on. It is more profound than, I dunno, electricity or fire”. So I’m telling you, this is BIG.

As an independent retailer, you might be wondering how Artificial Intelligence is relevant to your retail store. So I’m getting into it: What is Chat GPT? Why is it important? And how do you use it?

You can use Chat GPT for social media content and schedules, marketing ideas, video scripts, email content, and SO much more. The trick is all in the prompts. You need specific, strong prompts to get the best responses. When it comes to Chat GPT, the more information you can provide, the better quality it can give you.

At EVOLVE, I provided over 50 prompts for retailers, and I have some AI Training coming very soon for Crystal Media Insiders.

Example Chat GPT Prompts:
What are some effective ways to increase foot traffic in my store?
What are some best practices for managing inventory in a retail store?
How can I motivate my sales team to sell more?
What are some strategies to reduce operating costs in a retail store?
How can I better understand my target market and their needs?
What are some effective ways to upsell products in a retail store?
How can I improve customer experience?
What are some ways to reduce shrinkage in a retail store?
How can I optimize my store layout to improve sales?
Effective pricing strategies for retail stores?
How can I better train my staff to provide customer service?
How can I better manage my store's finances?
How can I create a positive culture in a retail environment?

These are just a few ideas; the options and applications are endless. Chat GPT is a free silent business advisor and social media manager at your fingertips!

Listen to the full episode and stay tuned for my insider training to really capture the magnitude of AI and how you can generate copy that resonates and connects with your clients.

I’m rooting for your success!

What’s Inside:

• Why is AI important for retailers right now?
• Leverage AI for social media and marketing content?
• How to use Chat GPT as a silent employee for your retail store. 
• A “journal hack” to use Chat GPT to nail your perfect client.
• Chat GPT prompts and examples for REAL retail stores.
• The Chat GPT guide for retailers.

Mentioned In This Episode:
Crystal Media Insiders
EVOLVE 2024
Crystal Media Co Social Media Day 2024
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube

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.

I’m back from EVOLVE and wow it was amazing! I am so grateful to everyone who attended, spoke, and participated in my very first conference.

Today, I’m sharing some big takeaways and emotional experiences from EVOLVE. Let’s get down to it, as retailers you either need to Evolve or just not exist.

What do I mean by that? A lot of the attendees were not keen to jump on social and promote their store, they were lacking in video content, and they were not utilizing their biggest differentiator: themself!

Why? Mindset. They were afraid, worried about perfection, nervous…but that’s okay. Just do it afraid. Just do it messy. Just do it.

You’ll hear a clip from a retailer, Christina, who remarks “maybe I can do this…” YES! Yes you can. That is the mindset shift.

Retailers, I know it’s hard to put yourself out there. But owning a business is a lot about building relationships with your customers, and the place to do that now is on social media with video.
 
I’m challenging you to just post one video on your social media. Just one, then one more, and then another. You will see the transformation!

Speaking of transformation, now is the time to get your early bird registration to EVOLVE 2024 for a conference full of transformation, motivation, inspiration and more.

I’m rooting for your success!

What’s Inside:

• Looking back at EVOLVE 2023
• Are you afraid of social media?
• Why you shouldn’t wait for perfection to get started.
• Transformational experience for retailers.
• The mindset shift to just do it afraid. 

Mentioned In This Episode:
EVOLVE 2024
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube

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.

You’re going to be blown away by the experience and knowledge from Amy Loewnberg in this conversation!

Community, it’s the power of connections that drives us and pushes us through the ebbs and flows of the economy. How do you create a community? Go where your people are! Embrace the channels that give you reach. Yes, that means social media!!!

Amy actually shares examples from her personal instagram on how you can get connected, meet new people like potential merchants, learn new ideas, and get in front of the people who want to buy from you.

In addition to her wise words for community we also talk all things market and she has some really great tips for retailers heading to trade shows:

• Study the market - The better you know the show, the better you can utilize it.
• New buyer orientation - Sign up even if it's not your first time at a market!
• Know your product needs - Bring a shopping list and really know your budget.
• Ask before you photograph - We’re always so quick to snap a pic but get permission first.
• Bring a business card with a QR code - Don’t let people forget you, make it easy to find you.
• Take well organized notes - Who did you talk to? What do you want to buy? KEEP TRACK!
• Be patient and courteous - Vendors might be operating a 1 person booth and it might get busy.
• Have fun and enjoy the experiences - With so much available, take part in everything you can.
• ALWAYS post and tag - Remember!? It's back to community creation on social media!

There has also been quite a disruption in the trade show space: hybrid markets. Amy shares about the wonderful and necessary opportunity it is for online marketplaces. You want to make it as easy for the customer as possible, and digital spaces will never replace in person interactions, just enhance them!

She has seen the ins and outs of retail, and you will just love her creative eye and heart for incredible retailers and their products.  Be sure to check out ALL of the retailers Amy mentioned today at their links. And for more inspiration and all around retail wisdom give Amy a follow on Instagram.

I am rooting for your success!

What’s Inside:

• How to create a community as an independent retailer.
• What you need to know before attending a trade show!
• The important place for hybrid markets.
• Retailer examples and resources are galore. 

Mentioned In This Episode:
Gift for Life - Donate
Amy @amy.atnynow on Instagram
Amy Loewenberg on LinkedIn
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co – YouTube

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.

Feeling stuck when it comes to your team? Bob Negen of WhizBang! Retail Training joins me for his second appearance on Rooted in Retail (check out Episode 7 in case you missed it!).

The good help that can help you create and grow your dream team IS out there. A recent survey of retailers with Crystal Media reported that the majority of retailers' biggest challenge is finding and keeping awesome employees.

Bob is sharing some incredible and ACTIONABLE tips from his training to help you march forward in the hiring journey.

If we look in the window of your store, will we find the black and orange: HELP WANTED sign? Toss it out. Bob shares the formula for a Red Hot Wanted Ad that will attract the employees you dream about that want to work for YOU and fit right in.

The Red Hot Wanted Ad needs:
Well Written Content: A headline with the job title and description and a subtitle with the benefits of working for you. Then comes the body; describe your ideal employee, describe what's in the job and what it's like working in your store, and describe the business. Finally, a call to action, what’s the next step for your future star employee?
Identify Employee Demographic: AI is a great tool for adapting your content to the right audience. Who are you looking for? Have Chat GPT change the verbage to reflect your ideal demographic.
Distribution: Put it out into the world; take this well designed piece of marketing and feature it on socials, email lists, hiring pages, bag stuffers, and business cards; get it anywhere where more ideal team members might see it.

After you’ve hired your new amazing team member, how do you retain them? Keeping employees these days is difficult, but only if your business isn't maintaining a good work culture. When it comes to building culture, Bob has 3 E’s you need to put to work: Educate, Engage, and Empower.

Also, don’t miss out on The Retail Success Summit, June 12th and 13th, directly following my Social Media Day on June 11th, which you can only get access to with admission to the summit. Use code Rooted for $500 off your ticket!

We lay out the steps to hiring right there for you so you don’t have to worry about how to find awesome employees anymore. Listen to the full episode for more actionable tips so you can get to work! I’m rooting for your success.

What’s Inside:

• How to create and grow your dream team.
• Craft a ‘Red Hot Wanted Ad’.
• Building good culture with the 3 E’s.
• Recruiting and retaining employees.
• Actionable tips to march forward in hiring and onboarding. 

Mentioned In This Episode:
The Gap and The Gain: The High Achievers' Guide to Happiness, Confidence, and Success
Retail Sales Academy
Retail Success Summit, Code: Rooted for $500 off
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube
Payroc

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.

I find so much value in stories from retailers of growth and change. Matt Harris brings to today’s episode decades of retail experience, going all the way back to age 16 as a self proclaimed ‘mall rat’.

Matt's love for retail began as a teenager and his innate skill and passion helped him grow his career from selling ladies shoes to selling high-end art. His journey through retail takes many twists and turns as he left the space for a career in software, returning just several years ago with the fire for retail still inside.

During an opportunity to teach an MBA class Matt discovered his flare for pearl jewelry design. A “practice business” led him to creating designs for Debra Messing, Britney Spears, and Harry Connick jr. So when he returned to the retail world, he absolutely rooted himself in jewelry and pearls.

Matt helped transform and grow one Austin, TX jewelry store leaps in bounds with some critical changes to their sales routines.

Retailers are you focusing on…
-Training sales people
-Approaching every customer
-Consistent, realistic, fair pricing,
-Adding on sales for the complete customer experience

Those are just some of the really great tips inside today’s episode. Matt talks about tips for increasing store traffic when you’re facing construction outside your brick and mortar, tips for branding, and a little peek into the wholesale world.

You are not going to want to miss the infinite knowledge and really interesting stories from Matt!

I’m rooting for your success!

What’s Inside:

• Retail stories backed by decades of experience.
• Real tips for retailers to increase sales and revenue.
• An interesting tip to increase foot traffic.
• How to create an impactful customer experience AND boost sales.
• Building up your small retail shop.
• Matt Harris Designs; Pearl Jewelry.

Mentioned In This Episode:
The Greatest Salesman in the World: Mandino, Og
Airtable
Matt Harris - YouTube
Matt Harris Designs
Matt Harris Pearls (@mattharrisdesigns) on Instagram
Chat OpenAI
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube
Payroc

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.

Okay, you’re not alone if you started your business so you could design your schedule and live the life you want. But what do you want? Are you getting it yet?

Pete Mohr is a small town retailer, podcaster, and the retail coach behind Simplifying Entrepreneurship. He is sharing what it takes to get what you want by aligning and assigning accountability.

Are you looking for remote access? Or just less hands on in the day to day so you can make that hokey game or spend more time with your family? Everyone's needs and drives to access more freedom and flexibility are different, but if you’re a retailer and you're feeling overworked, there is work that can be done to get you there.

Pete, during our conversation, brought up a powerful question. Is it the process you don’t trust? Or is the person? Really get clarity on that because you either need to change and create a process you CAN trust or really consider why you have an employee working for you that you can’t trust.

As a retailer, Pete has the experience and the relatability to know what other retailers have gone through and are going through in their businesses. As a coach, he has the tools, like his 5 P Framework, to get you processes designed to access the freedom and flexibility you are searching for as a business owner.

Alongside his business wisdom and his favorite resources, Pete also champions the endless uses for Chat GPT. If you are a retailer and you are not using this tool to save time, you are missing out.

Don’t be shy; let me know what freedoms you’re going after! I want to know because I am rooting for your success!


What’s Inside:

• The value in a clear promise from your business.
• Are you afraid to trust the process or the person?
• How to align and assign accountability.
• Pete Mohr’s 5 P Framework.
• Chat GPT for Retailers.

Mentioned In This Episode:
Speak to Pete
Business Owner Breakthrough Podcast Pete Mohr
Crystal Uncorked: Finding Freedom For Entrepreneurs with Pete Mohr
Rocket Fuel: The One Essential Combination That Will Get You More of What You Want from Your Business
Buy Back Your Time: Get Unstuck, Reclaim Your Freedom, and Build Your Empire
Chat OpenAI
Crystal Media
Crystal on Instagram
Crystal Media on Instagram
Crystal Media Co - YouTube

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