Main Street Matters by Heart on Main Street

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.🎁 What you’ll learn: How to design a cohesive, eye-catching holiday window Materials that make a big impact without breaking the bank Tips for drawing customers in from the sidewalk Do’s and don’ts of holiday display planning Real-world examples from Amy’s decades of work in retail and community spaces Whether you're working with a big window or a small one, a generous budget or DIY spirit, this session will leave you full of ideas and ready to create something truly unforgettable 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.  🔗 More info: heartonmainstreet.org💵 Donate heartonmainstreet.org/donate📲 Follow us on Instagram: @heartonmainstreetKeywords: independent retail, retail collaboration, Heart on Main Street, Asheville, North Carolina, Patrick Keiser, retail podcast, community retail, retail fundraiser, small business support, boutique industry, downtown revitalization, shop local, Main Street Matters, disaster relief, rebuild

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. 💵 Donate: https://www.heartonmainstreet.org/donate 🎓Register for Upcoming Webinars: https://www.heartonmainstreet.org/upcoming-webinars📲 Follow us on Instagram: @heartonmainstreetKeywords: independent retail, retail collaboration, Heart on Main Street, Patrick Keiser, retail podcast, community retail, retail fundraiser, small business support, boutique industry, downtown revitalization, shop local, Main Street Matters, natural disaster, disaster recovery

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.📚 Catch up on earlier episodes in the Why We Buy series to master the complete shopper journey.🔗 Support Main Street retailers: heartonmainstreet.org 📲 Follow on Instagram: @heartonmainstreetKeywords: Why We Buy, Paco Underhill, art of adjacency, cross merchandising, retail merchandising strategies, product placement tips, visual merchandising, independent retail, Heart on Main Street, Main Street Matters podcast, shop local