Rooted in Retail
Crystal Vilkaitis
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How to Stop Being a Hidden Gem in Retail and Start Shining
Ever feel like your store is your town’s best kept secret—but you’d really rather everyone know about you? That’s exactly how Taylor Sumrall of Taylor Made Designs in Opelika, Alabama feels. She and her mom have been running their family-owned gift and jewelry shop for years, getting amazing feedback from customers… but struggling with consistency in foot traffic. In this Retail Therapy session, we’re joined again by our retail therapist, Bob Phibbs, who doesn’t hold back with honest, practical advice for Taylor. We dig into everything from refreshing her website and store displays, to creating more engaging social content, to using local events (like a 100-year high school football rivalry!) as marketing magic. Bob even shares how to make AI tools like ChatGPT do the heavy lifting so Taylor—and you—can spend less time stuck on ideas and more time connecting with customers. If you’ve ever wanted your store to go from “hidden gem” to “must-visit,” this one’s for you. [5:00] Taylor shares her challenge: “We’re a secret that doesn’t want to be a secret.” [7:35] Bob’s tough-love critique of Taylor’s website and what to fix first [8:55] How video and reels can help your store get seen [20:41] Turning big local events into visibility opportunities [25:45] Why your story and signage matter more than you think [26:13] How to spark word of mouth so customers tell their friends about you [38:45] Leveraging on AI and using it as a tool for your business 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!
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