This final episode of the year is a chance to stop, take a breath and look at what actually shaped 2025 for independent retailers and service providers. I’m sharing the patterns I saw across client work, audits and conversations—what worked, what held businesses back and the areas that consistently created momentum.

We walk through the lessons worth carrying into 2026, the customer experience advantages independents must hold onto, and a real-life online shopping experience that reminded me exactly why human-led retail still wins. I’m also talking about the shift I saw this year in retailers finally allowing themselves support, and why that mindset is going to matter even more next year.

To wrap up, I outline the priorities that will set you up well for January and February, so you can walk into 2026 clearer and more focused.

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

Stepping into the role of “leader” isn’t something most independent retailers plan for. It usually happens because the business grows, you hire someone, and suddenly the way you show up matters in a new way. In this conversation, Krista Williamson joins me again to talk about the parts of leadership we rarely discuss—why it feels uncomfortable, the habits that hold us back, and the skills that actually make a difference.

We dig into the moments that trip business owners up: wanting to be liked, trying to avoid hard conversations, doing instead of leading, oversharing with the team, and hiring people but not really letting go. Krista also explains the difference between coaching a team member and realising you’ve simply hired the wrong fit, plus what “steady leadership” looks like on the tough days.

We finish by connecting it back to customer experience—because if expectations aren’t clear for your team, the customer feels it. This episode is practical, honest, and full of examples from two retailers who learned leadership the long way.

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

These days, small business owners have access to all the same types of tech that big brands use — but that doesn’t mean every tool is worth your time.

In this episode of The Customer Connect Podcast, I’m talking about how to pick the technology that actually helps your customer experience — and how to avoid the tools that just add more work to your day.

We’ll go through the tech that genuinely makes life easier for both you and your customers, what to watch out for before adding something new, and how to keep things feeling human even when you’re automating.

You’ll hear some real examples of what works, what doesn’t, and a few simple ways to improve your systems without needing a big budget or a big team.

And at the end, I’ll share one easy thing you can do this week to start improving the experience for your customers straight away.

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

Christmas is coming fast, and for most small business owners it’s exciting — and a bit chaotic.

In this episode of The Customer Connect Podcast, I’m sharing six quick fixes you can make right now to get ready for Christmas trade — three for online stores and three for those of you running bricks-and-mortar.

They’re simple things that don’t take long but make a real difference to how your business runs and how your customers feel.

We’ll talk about how to:
• Improve your top product listings online so they actually convert
• Make your checkout and customer communication clear and stress-free
• Get your team organised, confident, and ready for the rush
• Turn the dreaded queue into a positive part of the experience — maybe even a sales opportunity

And at the end, I’ll share one small thing you can do this week to make your customer experience smoother before the Christmas crowds hit.

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

In this episode of Customer Connect, Nicole walks through two real website pop-ups targeting email sign-ups. One brand makes it simple and wins the sale. The other adds friction and loses the customer. You’ll learn what creates a seamless experience, how to build your email list without annoying people, and why customers walk away when the sign-up process asks for too much. Perfect for independent retailers looking to increase conversions without discounting.

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

In this Seasonal Business Operator bonus episode of the Customer Connect Podcast, Nicole dives into one of the smartest—and sweetest—seasonal marketing strategies ever created: Ben & Jerry’s Free Cone Day. What began as a small thank-you event for local customers has become a 46-year tradition that continues to attract crowds, media coverage, and customer loyalty across the globe.

This episode isn’t about ice cream—it’s about strategy. Nicole unpacks how one free event became a marketing powerhouse that reconnects locals, builds community, and sets the tone for every upcoming season. She breaks down what made it work then, and how seasonal operators—from Christmas stores to cafés and tourism businesses—can apply the same principles to their own customer base.

You’ll learn how to:

• Reconnect with your local audience before peak season
• Create buzz that fuels organic word-of-mouth marketing
• Lower barriers to purchase and reignite customer loyalty
• Turn gratitude-driven events into long-term brand growth

Whether you’re reopening after the off-season or preparing for your busiest quarter, this episode will show you how a small gesture of appreciation can deliver massive returns.

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

In this episode of the Customer Connect Podcast, Nicole sits down with business and mindset coach Krista Williamson—a former retailer turned coach—to talk about the everyday habits that quietly hold business owners back. Together they unpack why so many of us avoid the tasks we know will move our business forward, and how small mindset and routine shifts can make the difference between constant overwhelm and genuine progress.

Krista shares insights from her 20 years in retail and her five years coaching business owners who feel stretched, overworked, and stuck. They explore the psychology behind procrastination, the hidden stories we tell ourselves, and practical ways to shrink, connect, and routine our work so it feels manageable—and profitable. From simple routines to tackling financial fears and delegation, this is a candid look at how to get unstuck without adding more pressure.

They also discuss visibility—why stepping into the spotlight matters for customer connection, and how to ease into it without feeling like you’re performing. Krista and Nicole share personal examples of discomfort and growth, proving that visibility doesn’t require perfection, just consistency and authenticity.

Finally, they dive into the real value of coaching. Krista explains why the right coach helps you see blind spots, stay accountable, and rebuild momentum when business feels heavy. If you’ve been feeling overwhelmed, hiding behind tasks that “feel productive,” or avoiding being seen in your business, this conversation will help you reconnect with your purpose and customers—and find simpler, more sustainable ways to grow.

To connect with Krista:

Website - https://kristawilliamson.com/

Instagram - https://www.instagram.com/kristawilliamsoncoaching/

A New Ambition Podcast - https://open.spotify.com/show/2EdphP8liwfMq105PCP7HH

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers

Customers don’t stop shopping with you because your products aren’t good — they stop because something in the process makes it too hard.

In this episode, we look at friction — the small frustrations that quietly cost you sales.
It might be a slow website, unclear pricing, a checkout that takes too long, or a customer walking in and not being greeted. These are simple problems to fix once you notice them.

We’ll talk through how to spot friction in your store and online, what to do to remove it, and how small improvements can lift your sales without big costs.

We’ll also look at why connection after the sale matters — how to get customers onto your database, use email well, and make sure they keep coming back.

This is a practical, step-by-step look at what really makes customers choose you, return to you, and recommend you to others.

If you know things could run smoother but you’re not sure where to start, this episode will help you see your business through your customers’ eyes — and show you how to fix the small things that make a big difference.

👉 Need help finding and fixing friction points in your business?
Book a Retail Strategy Session at theretailmarketers.com/pages/retail-consultation

Instagram: @theretailmarketers
Website: theretailmarketers.com
YouTube Channel: youtube.com/@theretailmarketers