Retail on Route 66 is all about charm, connection, and bringing joy to travelers from every direction. 

That same spirit lives inside Route 66 Kites, a small kite and game store in Pontiac, Illinois, where Anne Stephenson and her family have spent over a decade creating a space where the customer always comes first. 

If you want to learn how to create a customer-centric strategy for your business, Anne’s story shows how being present, playful, and intentional can take your store to the next level. 

Here are 7 ideas worth trying.

1. Build the Store You’d Want to Visit

Driving down Route 66, you never know what store might make you stop along the way. For people passing through Pontiac, Illinois, it’s Route 66 Kites. Anne Stephenson and her husband have built a space that makes everyone smile before walking in. From the bold colors to the playful vibe, everything about the shop invites you to stop, explore, and feel like a kid again.

Anne built the store she wished had existed when she was younger. Growing up, she loved flying kites and leaned into that joy when creating her business. Her goal was to spark that same sense of wonder in her customers. Judging by the regulars and road-trippers who keep returning, it’s working.

If your store doesn’t make you want to hang out there, something may be off. Ask yourself: would you shop here if you weren’t the one running it? The best way to increase foot traffic and to create genuine interest from customers is to create a space people are curious about and want to spend time in.

2. Keep the Focus on the Feeling

What Anne cares about most isn’t how many items people buy. It’s how they feel when they leave. She lights up when talking about customers who walk out of the store with smiles, saying they feel loved and seen. The secret to Route 66 Kites’ success? Being inside instantly changes your mood for the better. 

“Route 66 Kites and board games is a fun store. We want everyone that walks in the store to have fun. Remember your childhood… something that makes you smile and makes you feel good,” Anne shares.

This approach can teach you a lot. Instead of focusing on transactions, focus on interactions. How do you want people to feel when they leave your retail store? Prioritizing their emotional experience is one of the most essential steps in creating a customer-centric strategy for retail.

3. Expand Beyond Your Four Walls

The magic of Route 66 is in the unexpected detours, and Route 66 Kites embraces that spirit. Anne and her family have made it their mission to bring the fun wherever the people are. Anne and her team constantly show up in new places, from community events to outdoor kite festivals.

You’ll find them at fairs, parks, and street fests, always thinking of new ways to connect to their community.

If your store feels like it’s in a rut, take it on the road. Try these places:

• Farmers Markets & Local Festivals: Have a pop-up table to sell and connect with local shoppers.
• Parks or Community Green Spaces: This is an excellent place for demo days or playful products (like kites, outdoor or indoor games, etc.).
• Outside a Library or Recreation Center: Set up during peak hours to connect with families and locals.

You don’t need a huge budget, just creativity and a willingness to try something new. Movement creates momentum, and spending time in new locations often comes with new audiences.

4. Your Inventory Should Tell a Story

Walk into Route 66 Kites, and you’ll immediately notice everything has personality. There’s a sense of fun on the shelves with quirky games, bright kites, and nostalgic items that remind you of being a kid. Anne curates the shop purposefully, and each item contributes to a childlike feeling of wonder and nostalgia.

In this way, she appeals to everyone. Customers of all ages feel joy, making her store stand out in a world where many retail spaces feel the same. 

As a retailer, your inventory should speak to your audience. What story are your products telling? If you feel unsure, think about your product focus. If it’s too random or overly broad, it might be time to tighten it. Remember, your shelves are an extension of your identity, so make sure they reflect who you are.

5. Use What You’ve Got

Route 66 Kites is a family affair. Anne, her husband, and even their in-laws pitch in to keep things running. That hands-on presence is part of what makes the store feel so personal. 

Being visible and actively involved in your business matters. Anne isn’t afraid to sweep the floors or run the Instagram account. She’s in the day-to-day, and customers feel that realness. It’s what builds trust and keeps people coming back.

Don’t hide behind the scenes if you’re learning how to create a customer-centric strategy for your business. Show up. Post those hidden moments, greet people at the door, and let your community get the opportunity to know you. It’s all about being consistent, personable, and showing you care.

6. Tie Marketing to Movement

Anne’s marketing strategy is simple but effective. She uses the platforms where her customers already hang out: Meta, Instagram, TikTok, and Google. She keeps it personal and playful, just like the store itself. 

She also gets strategic. By listing the shop on UDisc, a platform used by disc golfers, she’s making it easy for a niche audience to find her. That’s a perfect example of meeting people where they are instead of shouting into the void.

You don’t need to be on every platform. Pick one or two and show up regularly with content that feels like you. Here are a few to choose from:

• Meta: Great for community-driven businesses, family-friendly shops, and stores that host events or sales. Make sure to list upcoming events and post regularly to keep followers engaged. 
• Instagram: Ideal for visually appealing products like fashion, home goods, games, or gifts. Instagram loves high-quality imagery, and carousels are great for broadcasting sales, new products, or announcements. 
• TikTok: Best for playful brands, trending products, and owners who are comfortable showing behind-the-scenes or using humor. Here is the perfect place to share creative skits, spontaneous videos, and more organic content that can easily go viral. 

When your retail marketing strategies align with your store’s personality and customer habits, they work for you, even when you’re not online.

7. Create Community Events

Anne didn’t wait for someone else to organize something fun in her area. Instead, she started her own event. The Route 66 Kite Festival draws people from across the country, all ready to fly kites and soak up the sun. It’s become a tradition and one more reason people remember her store.

Events like that create lasting connections. They give people something to look forward to and tie positive memories to your brand.

You don’t need a national festival to make an impact. Start small. Host a demo day, partner with another business, or run a themed weekend sale. The key is to bring people together for something that brings them joy. That’s what makes you stand out amongst the masses.

Conclusion

Retail success doesn’t come from being everything to everyone. It comes from knowing what your customers want and embracing it. Anne’s story shows that creating a customer-centric retail strategy doesn’t require a big budget or a huge team. It just takes passion, focus, and a little bit of fun.

Keep things simple and intentional. Be present. Be proud of your store and story, and don’t be afraid to make it personal. The small things can turn a pit stop into a favorite memory.

Want to learn about more retailers and their journey to retail success? Read more inspiring stories from retail leaders across Illinois who are making a difference.

If you loved learning about the story of Route 66 Kites and know a retailer who deserves recognition, Nominate A Retailer to submit your nomination!