Retail is evolving and accelerating at the same time. 

At Cheese & Crackers, owner Bart Basi shows that even small-format retailers can lead in innovation, customer experience, and global sourcing. Located in Champaign, Illinois, this local shop began as a cheese-only storefront and has grown into a multi-department operation featuring a deli, fresh fish counter, gourmet groceries, chocolates, and exclusive imports.

Bart’s retail strategy is guided by adaptability, freshness, and the ability to stay ahead of customer demand. 

With high-end sourcing and sustainable business practices, Cheese & Crackers offers a masterclass in how emerging trends in retail can shape modern customer expectations.

Read on to learn nine tips you can use to do the same. 

1. Real-Time, On-Demand Inventory is the New Norm

At Cheese & Crackers, customers can place custom fish orders as late as 7 PM and have those orders fulfilled the next day. Bart and his team coordinate directly with vendors, requesting small, specialized quantities of fish like skate, coia, barramundi, or razor clams based on real-time customer demand. This personalized sourcing is repeated three times a week, typically on Mondays, Wednesdays, and Fridays, with deliveries arriving within 24 hours.

Bart explains how global logistics make this possible: 

Cheese & Crackers gets to capitalize on the agility of being small. They get to maintain a level of freshness and responsiveness that’s nearly impossible for big-box retailers, who must commit to bulk orders and long lead times for their supply chains. 

When small retailers design systems around speed and customization, they can offer freshness and personalization that large chains simply can’t replicate. To do this successfully, start by building strong relationships with vendors, staying flexible with inventory planning, and creating direct lines of communication with customers. If you start implementing these practices, customers will see a big difference in your service and product quality.

2. Curated Global Products Are In High Demand

Bart doesn’t rely on standard distributor catalogs. Instead, he travels to international food shows. He visits one expo in New York City annually, which features over 2,500 global producers, many of them small farms and boutique brands looking to expand beyond their local markets. There, he often discovers rare, high-quality goods, including Vin John wines from the Jura Mountains in France, artisanal chocolates, and fresh wasabi imported directly from Japan.

You don’t need massive budgets to source global products. Start by attending food shows, reaching out to boutique producers directly, or exploring specialty import platforms that connect small farms and makers with new markets. Working closely with global suppliers on a small scale lets you offer exclusive, thoughtfully sourced inventory that helps your business stand out in a crowded market.

3. Storytelling Justifies Premium Pricing

At Cheese & Crackers, high-end products are explained, contextualized, and celebrated. Bart doesn’t just place an expensive bottle of balsamic vinegar on a shelf with a price tag. Instead, he educates customers on what makes it exceptional from its regional origin in Italy, the traditional aging process, and its historical association with luxury dining. He even differentiates between everyday Italian-American staples and authentic Italian imports that historically only appeared on elite tables.

This kind of product storytelling turns a high price into a conversation starter. It also builds trust with customers.

Here’s how you can apply this strategy in your store:

• Highlight origin stories on signage or shelf talkers (Ex, “Aged 25 years in Modena, Italy”)
• Train staff to explain value beyond price and focus on rarity, tradition, or craftsmanship 
• Create pairings or demos that show customers how to use luxury products
• Use tastings or samples to let the product speak for itself
• Share backstories on social media to extend storytelling beyond the storefront

Retail is moving toward mission-driven purchases, where products with a strong story take the lead. When customers understand the “why,” higher prices become easier to justify. Adding emotional and cultural context elevates your products’ perceived value and turns shoppers into informed, loyal buyers.

4. Rely on Sustainable Inventory Strategies

What truly sets Cheese & Crackers apart is how they handle unsold fish leftover from their recurring orders. Instead of holding onto it for days like some retailers might, any leftover fish is flash-frozen the same evening it’s pulled from the case. It’s then offered at a discount in a dedicated freezer section, preserving quality while also providing a lower-price option for customers.

This system minimizes food waste, ensures freshness, and aligns with growing consumer demand for sustainability in retail without sacrificing product integrity or profit margins.

Retailers looking to incorporate sustainability in their business can start by auditing their inventory flow. You can offer imperfect or near-expiration items at a discount, and repurpose unsold goods through creative packaging or freezing techniques. As sustainability becomes a growing priority for shoppers, embedding these practices into daily operations is a smart way to future-proof your brand.

5. Staff Pride Creates a Standout Customer Experience

Every team member at Cheese & Crackers is trained to approach their work with care and personal accountability, whether they’re preparing a sandwich, wrapping imported cheese, or selecting the freshest fish. Bart emphasizes that his staff only sells what they genuinely stand behind and would choose themselves.

Unlike automated retail environments or large chains, where quality control is standardized and impersonal, Cheese & Crackers relies on individual employee judgment and passion to deliver excellence.

Retailers can follow this model by investing in training that encourages staff to truly understand product offerings, empowering them to make decisions, and giving them the freedom to connect with customers in personal, authentic ways. When staff take personal ownership of product quality, the customer experience becomes more meaningful, memorable, and trustworthy.

6. Tiered Pricing Appeals to Every Type of Shopper

Cheese & Crackers successfully balances affordability and exclusivity by offering products at a range of price points. This retail pricing structure strategy has become a growing trend in modern retail, where flexibility and tiered experiences matter more than ever.

Bart has built a retail ecosystem where entry-level purchases introduce customers to the brand, and premium options deepen their engagement and spending over time.

Here’s an example of a solid pricing model in practice:

• Entry Level: Fresh-made sandwiches under $10 attract daily lunch crowds and first-time visitors.
• Mid-Tier: High-quality deli meats and ultra-fresh fish appeal to regular shoppers looking for reliable dinner ingredients.
• Premium: Imported cheeses, olive oils, and wines give food enthusiasts a reason to browse and discover.
• Luxury: Artisanal chocolates and rare condiments satisfy the most discerning shoppers looking for exclusivity.

By offering something at every level, the store stays approachable while maintaining its reputation for quality and sophistication.

Take a cue from this strategy by evaluating your current product mix and identifying opportunities to introduce tiered pricing within the same category. In a competitive landscape where consumers want both value and experience, a smart pricing ladder makes it easier to draw in new customers, serve a range of budgets, and gradually introduce higher-end products.

7. Staying Independent is a Strategic Advantage

At Cheese & Crackers, Bart intentionally avoids carrying products that have become widely available at big-box retailers. Once a specialty item shows up in mass-market stores, he discontinues it, believing that its uniqueness and value have diminished for his customers.

This approach reinforces the store’s identity as a curated, specialty destination where customers can trust they’ll always find something different, rare, and thoughtfully chosen. It reflects a broader shift in modern retail: independence is no longer a limitation; it’s a competitive edge.

If you’re looking to embrace this trend, keep an eye on product saturation in the market and don’t be afraid to discontinue popular items if they no longer align with your brand’s identity. By staying nimble and focused, you can offer a fresh and ever-changing experience for your customers.

8. Retailers Are Becoming Product Educators

Retail is evolving from transactional to educational, and Cheese & Crackers embraces that shift. At Cheese & Crackers, you have the opportunity to learn about the food you are purchasing. Bart and his team thoroughly explain product origin, preparation, and cultural context. 

Retailers who want to stand out in today’s market can follow this lead by becoming educators. Train staff to know the stories behind your products, like who made them, where they come from, and how to use them. Use signs, tastings, workshops, or social media content to share that knowledge with customers in engaging ways. When shoppers feel empowered and informed, they’re more likely to return, spread the word, and invest in premium products.

9. Community-Centric Retail Builds Long-Term Loyalty

One of the most important trends reshaping retail today is the return to community. Bart repeatedly emphasizes that Cheese & Crackers was built to serve its customers. He hires staff who reflect his values and works with local government agencies for support, making the business sustainable and valuable for Champaign residents. 

Even the store’s evolution to add sandwiches, expand product categories, and respond to customer requests has been shaped by ongoing feedback from locals.

A community-centered retail business built on real needs and relationships generates loyalty, sparks word-of-mouth, and builds long-term relevance. 

If you’re looking to tap into the community more, start by listening and responding. Ask customers what they want. Use suggestion boxes, host small focus groups, or just have real conversations at checkout. Share customer stories and celebrate community wins on your social channels. The goal is to make your store feel like it belongs to the people who shop there.

Conclusion

The future of retail lies not only in tech or scale but in agility, intention, and deep product expertise. Cheese & Crackers proves that a small retailer can lead by staying fresh (literally), sourcing smart, and offering something truly different.

Retailers looking to stay ahead should take note: innovation isn’t reserved for Silicon Valley. It’s flourishing in Champaign, Illinois, one wedge of cheese at a time.

If you’re thinking about emerging trends in retail, take a page from Cheese & Crackers and lead with authenticity, learn as you go, and let your brand tell a story worth following.

We Are Retail focuses on highlighting Illinois’ diverse array of retailers. If you loved learning about the story of Cheese & Crackers and know a retailer who deserves recognition, Nominate A Retailer!