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