This is the final episode of Rooted in Retail 2025, where Crystal Vilkaitis, the Wolf of Main Street, reflects on the year and shares exactly what retailers should bring into 2026—and what to leave behind. From elevating in-store experiences to mastering live selling, paid ads, and AI, this episode is packed with actionable insights to help your retail business thrive in the new year.

Crystal breaks down practical strategies to make 2026 your most successful year yet!

[2:18] - Events are exploding as people crave connection.

[5:28] - Consistency in customer experience starts with employee support & training

[9:04] - Organic reach isn’t enough; strategic ads grow visibility, foot traffic, and email lists.

[17:21] - A fast-growing retail channel; plan ahead with product themes, pre-ads, and post-event marketing.

[19:20] - Posting imperfect content builds trust, connection, and consistency.

[24:46] - AI is here to stay—tools for automation, customer insights, and efficiency.

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In this episode of Rooted in Retail, host Crystal Vilkaitis breaks down the Market Magic framework—seven must-have elements every independent retailer should check off to stay resilient, profitable, and top-of-mind in 2026.

If you’re closing out a busy holiday season or planning for the new year, this episode gives you actionable ideas you can start using today to boost visibility, strengthen your brand, and elevate your customer experience.

[00:00] — Market Magic overview

[02:10] — Adaptability & quick pivots

[05:45] — Using mystery boxes & FOMO marketing

[11:20] — Branding consistency & audits

[16:35] — Leveraging customer data + email segmentation

[21:50] — Community involvement & partnerships

[27:40] — Omnichannel selling in 2026

[33:15] — New channels: Podcasts, YouTube & local shows

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How do you build a store customers love coming back to — not just for products, but for the feeling it gives them? Retailer and industry expert Ari Lowenstein, owner of Ari’s Pantry in Dallas, returns to the show to share his signature framework: the seven non-traditional product categories that keep customers engaged, coming back often, and ultimately spending more.

In this special Pro coaching call, Ari breaks down how these categories can double as your built-in social media plan, how they shape the customer experience, and why every retailer should be thinking beyond “plush, apparel, and gifts.” He also opens up about a major business disruption his flagship store recently faced — and the hard, eye-opening lessons around insurance, communication, and protecting hourly employees.

This conversation is part of a special Pro-only coaching call, the type members usually access inside IndERA Pro. Want more deep-dive sessions like this? Use code HOLIDAY to save $503 on your yearly Pro membership. You’ll get instant access to every 2025 replay and can start saving the dates for all 2026 coaching calls!

[3:18] The major building disaster that shut down Ari’s store — and the insurance gaps all retailers need to know

[10:15] How to prepare for unexpected business interruptions & protect your team

[14:18] Ari’s intro: his retail background, his stores, and how Ari’s Pantry came to life

[19:27] Category #1: The Staples — your foundation of customer trust

[23:04] Category #2: The Daily Dose — the low-price, high-frequency items that keep customers coming back

[23:47] Category #3: The Good Neighbor — products that make customers feel good through ethics, origin, or impact

[26:14] Why storytelling and signage make or break these categories

[28:41] How these seven categories instantly give you your social media content plan

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Retail legend Matt Harris is back on Rooted in Retail — and this time, he’s revealing the sales framework he’s used for decades to land jobs, close high-ticket deals, and elevate customer experience. This is real sales training for retailers who want to make more money without being pushy.

In this episode, Matt breaks down the exact method he used in luxury galleries, jewelry stores, and big-brand retail — including the same approach that got him hired on the spot by Warner Bros. after a “sell me this salt shaker” test.

If you want your team to sell with confidence this Q4 (and beyond), this is the episode to share.

[0:15] Matt’s background across malls, art galleries, jewelry, and high-end brands.

[1:46] Why Matt is one of the strongest salespeople in retail today.

[5:09] The origin of his sales method from 100% commission art gallery days.

[6:03] The Warner Bros. secret-shopper story that changed his career.

[8:50] The full salt shaker demonstration

[15:01] Introduction to the ATIDJVI acronym and how to teach it to your team.

[17:03] Breaking down each step: Aesthetic → Technique → Importance → Demand → Joy → (and more).

[41:19] Authentic communication

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Ready to make more money this holiday season?
In this episode of Rooted in Retail, Crystal sits down with brand strategist and copy consultant Nicole Prince to break down exactly what retailers should be emailing, posting, and saying RIGHT NOW to boost Q4 revenue — and how to keep that momentum rolling into the new year.

Nicole has spent over 15 years crafting high-converting brand voice and copy for major names like Anthropologie, Ulta Beauty, Soft Surroundings, and M.Gemi. Now, she’s helping independent retailers simplify their messaging, show up confidently, and turn email into their highest-ROI sales channel.

This conversation is packed with strategy, templates, and last-minute Q4 moves you can implement today!

[0:29] - What you should actually be emailing in Q4
[1:10] - About Nicole Prince
[6:02] - The #1 thing retailers can do TODAY to make more money
[8:03] - Why email still beats every marketing channel in Q4
[9:38] - How big brands structure their messaging — and how independents can copy the playbook
[10:53] – Three-email-per-week framework for holiday success
[14:35] – The resend-to-non-opens strategy that boosts instant sales
[19:49] – The Three Kings Day opportunity most retailers miss
[20:25] – How to drive more foot traffic with simple in-store incentives
[25:41] – The biggest Q4 email mistakes and how to fix them

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What better way to kick off the holidays than learning from the master of Christmas cheer himself? In this special throwback episode, Santa Claus joins host Crystal Vilkaitis to share timeless tips for retailers on creating magical in-store experiences, boosting team morale, and surprising customers with moments of delight.

From setting up a North Pole nook to hosting Elf Happy Hour and adding personalized touches that make customers feel special, this episode is packed with festive ideas to help retailers make the most of the season.

[2:05] How retailers can manage the holiday rush and stay organized
[3:12] Santa’s tips on boosting staff morale and creating a cheerful work culture
[5:12] How to create magical, Instagram-worthy in-store experiences
[7:09] Unique ideas like scavenger hunts, flash sales, and AR experiences
[10:25] Strategies to surprise and delight customers in unexpected ways
[13:32] Personalization tips that make every shopper feel special
[15:35] The future of retail and why connection will always matter most

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How do you turn an angry or sad customer into a loyal one? In this solo episode, Crystal Vilkaitis explores the emotional side of retail—how optimism, playfulness, and genuine human connection can transform every interaction in your store.

From simple yet powerful gestures like smiling to encouraging your team to show up with energy and joy, Crystal shares practical insights to help retailers create memorable customer experiences that go beyond transactions. If you’re ready to inspire positivity in your store and strengthen customer relationships, this episode is a must-listen!

[0:44] Sending out surveys to friends for honest feedback
[2:26] The value of staying optimistic with your customers
[4:05] Turning an angry or sad customer into your best one
[5:10] Embracing your role as a performer in retail
[5:37] The power of a simple smile
[7:01] Encouraging employees to show up, be playful, and have fun

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What makes a store truly stand out in today’s changing retail landscape? In this inspiring episode of Rooted in Retail, host Crystal Vilkaitis sits down with Jessica Barile, Head of Specialty Sales at DesignWorks Collective, to unpack nearly 30 years of wisdom from the gift and retail industry.

Jess shares the timeless truth that drives every successful store—connection—and breaks down how to build meaningful relationships with your team, reps, vendors, and customers. You’ll learn how to create an inviting retail space, leverage overlooked vendor resources, and form partnerships that make your business more resilient.

This episode offers practical advice to help you thrive long-term in an evolving marketplace.

[0:00] Welcome and introduction to Jessica Barile of DesignWorks Collective
[2:05] Jess’s 28-year journey from sales rep to leading specialty sales
[6:14] The biggest constant in retail: why connection always wins
[10:40] How to nurture human relationships in a tech-driven world
[15:32] Standing out in your community through accessibility and experience
[20:45] Creating “third spaces” in retail—why comfort builds customer loyalty
[26:20] Experiential retail and community events that drive engagement
[30:10] Underused tools retailers should request from vendors and reps

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