Retail has long been taking cues from the hospitality world when it comes to creating a great customer experience. Take Apple stores for example, making sure that there is a group of people to greet you at the door with a warm welcome and offer to assist. It’s just as important for small shops to have this attention to service. I wandered into Double Monk; a shoe store in Melbourne that gets it. At the back of the store was a shoe polish bar, adorned with a pretty impressive selection of whiskey and bourbon. It’s not about getting potential customers tipsy enough to overspend, but inviting them in (as you would to your home) and letting them take their time and enjoy and experience that really represents the brand.