Main Street Matters by Heart on Main Street

Episode 24: Why We Buy-Sign, Sign, Everywhere a Sign!

In this episode of Main Street Matters, we turn our attention to one of the most overlooked tools in your retail arsenal: signage. As part of our Why We Buy Summer Book Club series, host Patrick Keiser breaks down why great signs do more than inform — they guide, persuade, and create memorable in-store experiences.

Drawing from Paco Underhill’s classic retail research, Patrick explores how signs influence customer behavior, the psychological patterns behind reading (or ignoring) signs, and why placement, font, tone, and branding matter more than you think.

✅ In this episode:

• Why only 17% of shoppers notice signs — and how to grab their attention
• What the “Closed” sign can teach us about human behavior
• How sign placement and font size can improve customer flow and accessibility
• Why signs should reflect your brand’s voice and personality
• Tools and platforms (like Canva!) for creating pro-quality signs
• The do’s and don’ts of exterior, category, and point-of-sale signage

Whether you’re launching a new store or refining a seasoned space, this episode is full of practical, easy-to-implement tips to help you use signs to boost engagement, clarify navigation, and increase sales.

📚 Catch up on the Why We Buy series:

• Part 1: The Store Experience Starts Outside
• Part 2: The Decompression Zone
• Part 3: The Right Placement
• Part 4: Creatures of Comfort
• Part 5: The Five Senses of Retail
• Part 6: Designing for Everyone

🔗 Support Main Street retailers: heartonmainstreet.org
📲 Follow us on Instagram: @heartonmainstreet

Keywords: Why We Buy, Paco Underhill, retail signage, in-store signs, customer behavior, visual merchandising, retail design tips, independent retail, store layout strategies, Heart on Main Street, Main Street Matters podcast, Patrick Keiser

Episode 23: Why We Buy- Designing for Everyone

In this sixth installment of our Why We Buy Summer Book Club series, host Patrick Keiser takes a thoughtful look at how age and physical ability shape the way customers shop — and what retailers can do to make their stores more accessible, inclusive, and profitable.

Drawing on key insights from Paco Underhill’s classic Why We Buy, Patrick explores the realities of designing retail environments that meet the needs of older shoppers, customers with limited mobility, and even the littlest consumers — kids. From product placement and visibility to shelf height and signage, this episode is filled with practical strategies to help retailers serve a wider audience and create better shopping experiences for everyone.

✅ In this episode:

• Why older shoppers avoid lower shelves — and how that impacts your layout
• How vision, arthritis, and mobility issues affect purchase decisions
• Creating space for children as both influencers and future customers
• Tips for merchandising by age group (and why it matters)
• The importance of stroller-friendly aisles and accessible basket placement
• Why teens and tweens deserve design attention too

Whether you’re trying to better serve an aging customer base, increase sales with families, or simply make your store more user-friendly, this episode will help you see your shop with fresh eyes — and build a space that welcomes everyone.

📚 Catch the full Why We Buy series for more retail insights:

• Part 1: The Store Experience Starts Outside
• Part 2: The Decompression Zone
• Part 3: The Right Direction
• Part 4: Creatures of Comfort
• Part 5: The Five Senses of Retail

🔗 Learn more and support independent retailers: heartonmainstreet.org
📲 Follow along at @heartonmainstreet

Keywords: Why We Buy, Paco Underhill, inclusive retail, accessible store design, retail layout tips, merchandising for older customers, shopping with kids, store design strategies, small business retail, Heart on Main Street, Main Street Matters podcast, shop local

Episode 22: Why We Buy- Sensing Retail Success

What if you could increase impulse purchases just by letting customers touch, smell, hear, or even taste your products? In this fifth installment of our Why We Buy Summer Book Club series, host Patrick Keiser dives deep into how sensory engagement drives buying behavior — and why independent retailers need to think beyond sight alone.

Drawing inspiration from Paco Underhill’s research, Patrick breaks down each of the five senses and shows how they influence the in-store experience. From music that sets the mood, to signage and mirrors that slow shoppers down, to the irresistible pull of scent and taste — this episode is full of practical, creative strategies you can implement in your store right away.

✅ In this episode:

• Why 90% of impulse purchases happen in-store — and how the senses drive them
• How to use sound to create atmosphere and demonstrate products
• The visual tactics that actually convert: signage, mirrors, and live demos
• How scent taps into memory and influences customer emotions
• Why sampling — even in non-food stores — is a secret weapon
• How to encourage product interaction (and why that boosts sales)

Whether you run a gift shop, apparel boutique, or gourmet store, this episode will help you rethink the way customers experience your space — and how small, sensory upgrades can lead to big results.

📚 Don’t forget to check out earlier episodes in the Why We Buy series, covering everything from storefronts to decompression zones to customer comfort!

🔗 Support disaster-affected retailers and learn more at: heartonmainstreet.org
📲 Follow us on Instagram: @heartonmainstreet

Keywords: Why We Buy, Paco Underhill, sensory marketing, five senses of retail, store layout tips, retail experience design, customer behavior, retail strategy, Heart on Main Street, independent retail podcast, shop local, Main Street Matters

Episode 21: Why We Buy: Creatures of Comfort

In Part 4 of our Why We Buy Summer Book Club series, host Patrick Keiser digs into a powerful truth from Paco Underhill’s retail research: the more comfortable customers feel in your store, the longer they’ll stay — and the more they’ll spend.

This episode explores how comfort influences customer behavior and sales, from reducing congestion to providing seating and shopping baskets. Patrick unpacks real-world insights on the dreaded “butt-brush effect,” personal space, traffic flow, and how creating thoughtful, relaxed environments can turn browsers into buyers. You’ll hear stories, stats, and strategies to help you rethink the way your store is laid out and how customers experience it.

✅ In this episode:

• What the “butt-brush effect” is and why it kills sales
• How time spent in-store correlates with how much customers spend
• Easy fixes for aisle congestion and overcrowded displays
• Why seating and shopping baskets are secret sales tools
• How group shopping (especially female friendships!) boosts buying behavior

Whether you’re running a gift shop, clothing boutique, or general store, this episode will help you see your store through your customers’ eyes — and make their experience better, easier, and more profitable.

📚 Catch up on earlier episodes in the series to build a stronger store, step-by-step:

• Part 1: The Experience Starts Outside
• Part 2: The Decompression Zone
• Part 3: The Right Placement

🔗 Join the movement supporting independent retailers: heartonmainstreet.org
📲 Follow us on Instagram: @heartonmainstreet

Keywords: Why We Buy, Paco Underhill, retail comfort, store layout tips, customer experience, butt brush effect, Main Street retail, retail strategy, shop local, small business sales tips, Heart on Main Street, Main Street Matters podcast

Episode 20: Why We Buy: The Right Placement

In this third episode of our Why We Buy Summer Book Club series, host Patrick Keiser explores one of the most iconic — and actionable — insights from Paco Underhill’s retail classic: shoppers almost always turn right. This subtle customer behavior holds big implications for your store’s layout, traffic flow, and product placement strategy.

As Patrick walks us deeper into the shopper journey, he breaks down how customer movement tends to follow a predictable question mark pattern — and why the front right section of your store is often the most valuable real estate. You’ll hear examples of what to place there, what to avoid, and how to optimize other areas of your floor plan to match the psychology of modern shoppers.

✅ In this episode:

• Why most customers gravitate toward the right when entering a store
• How to maximize sales in your “prime real estate” section
• Where to place cash wraps to preserve the natural flow
• Why display orientation can make or break a product’s visibility
• How to use shopper dominance (right-handedness!) to your advantage

Whether you’re rearranging your store or simply rethinking your floor plan, this episode offers clear, actionable guidance to help you create a more intuitive and profitable shopping experience.

📚 Haven’t caught the first two episodes? Be sure to start with Part 1 (curb appeal) and Part 2 (decompression zone) — then come back to continue the walk through your store.

🔗 Learn more and support our mission: heartonmainstreet.org
📲 Follow us on Instagram: @heartonmainstreet

Keywords: Paco Underhill, Why We Buy, retail floor plan, store layout tips, customer behavior, boutique merchandising, foot traffic strategy, Heart on Main Street, retail podcast, shopping habits, visual merchandising, Main Street Matters

Episode 19: Why We Buy: The Decompression Zone

In this second installment of our Why We Buy Summer Book Club series, host Patrick Keiser unpacks one of the most overlooked yet critical parts of any retail space — the decompression zone. Based on insights from Paco Underhill’s seminal book, Why We Buy, this episode explores what happens in the first 5 to 10 feet inside your store and why it can make or break your customer’s shopping experience.

Patrick explains why customers ignore products placed too close to the entrance, how the body and brain transition from the outside world into the shopping mindset, and why this area should be treated as sacred ground, not prime selling space. With real-world examples from independent retailers and simple tactics you can use right away, this episode helps you turn “no man’s land” into a gateway to stronger sales.

✅ In this episode:

• What the decompression zone is and why it matters
• Mistakes many retailers make at their front entrance
• Easy ways to shorten the transition zone and guide customer behavior
• When to use “speed bump” displays and when to hold back
• How to observe your customers and redesign with intention

Plus, Patrick gives an exciting update on the One Day, One Heart event live from AmericasMart in Atlanta — including details on how 11 showrooms are rallying together to support retailers impacted by natural disasters.

📚 Don’t miss this thoughtful, actionable episode designed to make your space more welcoming and effective. Whether you’re a longtime boutique owner or just getting started, you’ll learn how a few feet can make a big difference.

🔗 One Day, One Heart Fundraiser: https://givebutter.com/one-night-atl
 📲 Follow us on Instagram: @heartonmainstreet

Keywords: Why We Buy, Paco Underhill, decompression zone, retail design, store layout tips, boutique merchandising, Heart on Main Street, retail strategy, customer experience, storefront design, Main Street Matters, shop local podcast, independent retail

Episode 18: Why We Buy: The Store Experience Starts Outside

Welcome to the kickoff of our Main Street Matters Summer Book Club series! In this special edition of the podcast, host Patrick Keiser dives into the first takeaway from Paco Underhill’s retail classic Why We Buy. And it all begins… before your customer even walks in the door.

This week’s episode explores how the outside of your store sets the tone for the inside experience. From signage and sidewalk engagement to scent, sound, and seating — Patrick breaks down actionable ways to draw people in, increase foot traffic, and create an inviting first impression. You’ll learn how window displays, humor, and even directional angles can make or break the first few seconds of a shopper’s journey.

✅ In this episode:

• How customer perceptions are formed before they enter your store
• Creative signage tips that stop traffic and invite curiosity
• Why seating can be the secret weapon in group shopping dynamics
• How to build window displays that attract and convert
• A challenge for listeners to analyze — and improve — a storefront this week

This episode is perfect for independent retailers, shopkeepers, and Main Street advocates looking to boost their curb appeal and understand the psychology behind modern shopping behavior. Plus, Patrick shares details about the exciting One Night, One Heart fundraiser happening this week in Atlanta — and how you can get involved!

📚 Join us every episode this summer as we unpack lessons from Why We Buy — and help retailers turn insights into impact.

🔗 One Day, One Heart Fundraiser: https://givebutter.com/one-night-atl
 📲 Follow us on Instagram: @heartonmainstreet

Keywords: Paco Underhill, Why We Buy, retail strategy, window displays, storefront design, independent retail, customer experience, retail psychology, Heart on Main Street, retail podcast, Main Street Matters, visual merchandising, shop local tips, one night one heart

Episode 17: The Five Senses of Retail: Designing a Store That Customers Feel

In today’s episode of Main Street Matters, Patrick Keiser explores a game-changing idea: your store isn’t just a place to shop, it’s a full sensory experience. Customers don’t just buy with their wallets. They buy with their eyes, ears, hands, noses, and even taste buds. That’s why the most memorable retail spaces are those that engage all five senses.

In this deep dive, you’ll discover how each sense contributes to an unforgettable customer experience and how small changes to your environment can build deeper emotional connections, increase dwell time, and drive sales. From the power of scent branding to the role of tactile displays, this episode is packed with ideas you can implement right away.

✅ In this episode:

• Why visual storytelling is your first and most powerful impression
• How curated music shapes mood, pace, and memory
• The emotional impact of scent and how to create a signature store smell
• The role of texture, touchpoints, and physical engagement
• How even a taste can sweeten loyalty and elevate your brand

Whether you’re a seasoned boutique owner or just starting your Main Street journey, this episode will inspire you to see your space in a whole new light, through the senses of your customer.

🔗 Learn more: heartonmainstreet.org
📲 Follow us on Instagram: @heartonmainstreet

Keywords: retail experience, sensory branding, independent retail, customer experience, small business marketing, Main Street Matters, retail strategy, visual merchandising, scent branding, in-store design, boutique business tips, retail podcast