The future of retail is being rewritten by bold entrepreneurs who blur the lines between entertainment, experience, and commerce. 

Amelia Wilson, owner of Amelia’s Galena Ghost Tours in Galena, Illinois, embodies this evolution. Her businesses offer immersive ghost tours, interactive dinner theater experiences, and a retail shop featuring spiritual goods and handmade gifts. 

Her model offers seven powerful lessons about how to prepare for the future retail landscape for retailers of every size.

1. Have a Diversified Business Model

Amelia runs multiple interconnected businesses, with each venture complementing the other. This allows her to serve tourists, locals, and niche enthusiasts all year long. When weather, seasonality, or unexpected events impact one part of the business, another part of the business picks up the slack. 

“When the pandemic hit, we were forced to close completely for about three months, coming out of a pretty tough winter. We were able, fortunately, to still do our bus tours, our ghost tours, because we could do under 10 people. That is basically the only thing that really kept us afloat,” Amelia explains.

This type of adaptability is crucial for the future of retail.

As a retailer, you should explore how you can incorporate experiential strategies into your product offerings. Consider incorporating live events, co-branded partnerships, or themed environments to surprise and engage your audience. The future of retail will test retailers that don’t prioritize resilience, particularly those without creative and diversified business models.

2. Innovate in Crowded Markets

Competition in Galena’s ghost tour scene has intensified, with five companies now in operation. To carve out a unique space in the market, Amelia launched a dinner theater. Her theatrical events blend comedy, murder mystery, and interactive shows, offering something tourists can’t find anywhere else. This level of creativity has made her business top of mind for consumers in a saturated market.

You should continually reinvent your value proposition. This can include:

• Conducting customer surveys to better understand evolving interests
• Testing pop-up experiences to spark engagement
• Leaning into your unique story instead of mimicking competitors

In the future of retail, originality will be your most valuable currency. Brands that continually adapt will stay competitive in an evolving market.

3. Use Modern Marketing and Tech 

Amelia is an active marketer who relies heavily on Meta advertising to draw in new visitors. She’s also expanding to TikTok, getting guidance from her children on current trends. This multi-channel approach allows her content to reach audiences across different age groups. 

The digital landscape will be central in the future of retail, so do what you can to keep up.

If you’re new to tech and social media, start by getting comfortable with digital storytelling and performance analytics. Once you’ve found your footing, take the next step by running paid social campaigns or collaborating with influencers. Tools like Canva, Mailchimp, and Shopify POS make it easy to create content, manage social media marketing, and streamline your operations. With the right tools and mindset, you can drive meaningful engagement without feeling overwhelmed. 

4. Speak Up About Policy

Amelia expresses her deep concern about the burden of taxes, licensing, and state regulations that affect small businesses. She has to deal with liquor licenses and food permits, juggling layers of bureaucracy that often feel unfair. 

Political advocacy is a survival tool for small businesses. To make your voice heard:

• Join merchant coalitions or local chambers of commerce to build collective power.
• Invite local officials to visit your shop to witness firsthand how policies affect real operations.
• Stay informed on upcoming legislation and speak up at community meetings.

In the future of retail, those who speak up will help shape a more equitable system.

5. Connect with Your Customers

Amelia loves creating personal connections and makes it a point to engage every guest. Because of this, her customers return year after year, often recommending her business to others. In an era where automation and AI are becoming more common, the emotional bond she builds is a powerful reminder of what sets small businesses apart. 

Retailers should train staff to treat customers like returning friends and take time to get to know every customer who walks through the door. Emotional loyalty drives word-of-mouth, especially in small communities. In the evolving future of retail, genuine connection will outlast even the most advanced automated marketing campaigns.

6. Manage Your Cash Flow

Amelia is open year-round, even when business slows in the winter months. During off-peak seasons, she hosts events for locals and strategically saves during busy months to keep the business thriving year-round. Her ability to forecast and adapt financially has kept her doors open when others have closed. 

To prepare for seasonal shifts and have long-term stability, you can:

• Analyze your sales trends to predict slow periods well in advance.
• Use accounting tools like QuickBooks or Wave to track income and monthly expenses.
• Create slow-season incentives like loyalty clubs, in-store events, or local workshops.
• Prioritize saving during peak months to build a reliable financial cushion.

As you look ahead, understand that proper cash flow management will support and sustain your business for years to come.

7. Redefine Retail Success 

Amelia’s definition of success has evolved from chasing income to finding balance and fulfillment. Today, she focuses on bringing joy to others and maintaining peace of mind in her work. This mindset reflects a broader, more personal cultural shift among modern entrepreneurs. 

Reflect regularly on what truly matters to you. Align your operations with your personal values and life goals. Building a business that brings joy, both to you and your customers, is the ultimate long game. In the future, purpose-driven retail brands will win over both hearts and wallets.

Conclusion

Amelia Wilson’s story shows us that preparing for the changes in retail is about people, purpose, and adaptability. By diversifying her business, embracing creativity, and staying deeply connected to her community, she’s charting a new path forward for her business success. 

Her model proves that small businesses can still make a profit even in uncertain times.

If you loved learning about Amelia’s Galena Ghost Tours and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!