Welcome to a value-packed episode featuring Nicole Leinbach, the seasoned expert behind RetailMinded.com and STIMULATE, a thriving business-to-business sexual wellness trade show. Back in 2023, Nicole saw an opportunity in an untapped market and took the leap. Today, she’s here to share her secrets on how you can seize opportunities, align them with your goals, and make waves in the retail world. Nicole's accolades span across renowned publications like The Today Show, Forbes, and Entrepreneur.com. In 2023, WWD honored her as one of the most influential change-makers in social efforts within the retail landscape, all due to her work with STIMULATE. Her insights promise to inspire retailers with advice on how data, research, and marketing can guide your decisions. Nicole also walks us through navigating generational shopping trends, like the importance of staying connected with your older customers while tapping into the interests of newer, younger generations. It’s time to think outside the box! [04:33] That "aha" moment when Nicole first discovered the untapped potential in the sexual wellness industry [05:55] What were the first steps Nicole took in bringing the Stimulate conference to life? [08:36] The journey of Nicole crafting her conference's brand narrative and executing an impactful marketing strategy [12:20] Nicole's advice for identifying emerging categories so retailers can get creative and diversify their product lines in exciting new ways [16:16] What strategies help independent retailers evolve alongside their customers and why is this insight vital for long-term success in retail? [21:09] How can independent retailers add in some elements of the sexual wellness industry into their store's product lines? [25:33] Nicole's piece of unconventional wisdom that could benefit independent retailers [27:45] What Nicole is excited about for 2024 [29:48] Nicole's resilience round [29:57] Best business book [30:26] Best retail technology [30:37] How do you keep up with the ever-changing world of retail? [30:56] What's a retail foundational best practice? [31:07] If you had to start your business all over again, what’s one thing you would do differently? [31:36] What does the future of independent retail look like? Episode Links: Connect with Nicole at https://retailminded.com/  Get your tickets to EVOLVE at www.crystalmediaco.com/evolve/ Get your tickets to STIMULATE at https://retailminded.com/event/stimulate/  Follow Nicole on Instagram at https://www.instagram.com/stimulatetheshow/  Listen to Evolve Exclusive: Generational Shopping Secrets at https://www.crystalmediaco.com/episodes/evolve-exclusive-generational-shopping-secrets/  Retail 101: The Guide to Managing and Marketing Your Retail Business on Amazon: https://www.amazon.com/Retail-101-Managing-Marketing-Business/dp/0071840141  Oh, The Places You’ll Go! on Amazon: https://www.amazon.com/Oh-Places-Youll-Dr-Seuss/dp/0679805273/