B. B. Barns, Inc.

Merrill is Chief Revenue Officer at B.B. Barns, where he has spent more than 15 years helping grow the company's retail business and customer experience. Combining retail operations expertise with a background in horticulture, he believes successful retail starts with informed decisions, building knowledgeable teams, and creating in-store experiences that keep customers coming back in an AI-driven retail landscape.

The Retail Advantage AI Can't Replicate

Retail is an environment where priorities can change in an instant. On any given day, a leader may need to shift focus between revenue, inventory, customer service, operations, and human resources. My experience has taught me that effective leadership starts with building a strong leadership team. I am fortunate to work alongside talented leaders who not only bring challenges to my attention but also arrive with potential solutions. By empowering them to take ownership of their departments, we create accountability, build trust, and develop stronger leaders throughout the organization. That approach allows me to focus on leading the business rather than simply managing daily tasks.

One of the most significant challenges facing retailers today is the rapid growth of artificial intelligence. Specialty retailers, including independent garden centers, are already seeing customers arrive armed with AI-generated information that is often incomplete, misleading, or simply incorrect.

Our sales associates frequently find themselves in situations where they must respectfully challenge inaccurate plant recommendations or landscape designs generated online. Increasingly, customers place greater trust in what they read on a screen than in the expertise of experienced retail professionals. As AI continues to improve, retailers will face a new challenge: demonstrating the value of human expertise in a world where information is readily available. The retailers that succeed will be those that combine knowledge, service, and personal relationships in ways technology cannot replicate.

That value is reinforced through every customer interaction. In our business, sales associates are responsible not only for serving customers but also for receiving inventory, merchandising products, and maintaining displays. As a result, there is a constant balancing act between completing operational tasks and providing exceptional customer service. I regularly remind our team that the customer comes first. There will always be plants to water, shipments to process, and displays to build. However, without a positive customer experience that encourages people to return, those tasks ultimately lose their purpose. Operational excellence is important, but it should always support the customer experience rather than compete with it.

Navigating the Future of Retail

The future of retail will be shaped by a combination of omnichannel commerce, artificial intelligence, and workforce challenges.

The retailers that succeed will be those that combine knowledge, service, and personal relationships in ways technology cannot replicate.

 

E-commerce continues to grow, but customers still value the tactile and personal experience of shopping in a physical store. Today’s consumers expect a seamless omnichannel experience, moving effortlessly between digital and in-store interactions. Retailers have more tools than ever to create that experience, but delivering it consistently remains a challenge.

Artificial intelligence is accelerating many of these changes, yet it also highlights the importance of human connection. We view our digital channels as a way to inspire customers, showcase products, and build excitement before they visit a store. Once they arrive, our goal is to provide an experience through knowledgeable service and meaningful interactions. In many ways, the rise of automation is increasing the value of personal interaction. Customers are surrounded by chatbots, automated services, and endless marketing messages. As a result, authentic relationships and knowledgeable staff have become even more important differentiators for specialty retailers.

Much of AI's greatest value lies behind the scenes. Advanced forecasting, inventory optimization, and data analysis allow retailers to make better decisions faster. These tools help improve efficiency while freeing employees to focus on serving customers.

Another major shift is the growing influence of AI-driven search and discovery of products and information. Independent retailers have spent years adapting to changing search engine and social media algorithms. Today, many of us are learning to navigate a new landscape as customers increasingly rely on AI tools for recommendations.

Alongside these technological shifts, labor attraction, retention, and wage expectations remain significant challenges. Independent retailers must continue investing in technology and process improvements that increase efficiency, allowing them to maintain smaller, highly capable teams that are better compensated and more engaged.

Leading Through Knowledge, People, and Example

First, know your financial metrics and key performance indicators inside and out. Develop dashboards that allow you to quickly identify trends and make informed decisions. The ability to act quickly and accurately is one of the most important skills a retail leader can develop.

Second, invest in your people skills. Leadership is built on relationships, communication, and trust. Understanding your team and maintaining strong morale are essential to long-term success. Your employees are often the most valuable asset in your business.

Third, commit to thorough onboarding and training. Accountability and performance are only possible when expectations are clear and employees have the tools they need to succeed.

Finally, spend time working alongside employees at every level of the organization. Understanding the challenges and responsibilities of each role makes you a better leader and builds credibility with your team. No task should be beneath a leader. When employees see that you are willing to do the work yourself, it earns respect and strengthens trust throughout the organization.