Every month, we challenge ourselves to find an Innovative Retailer who meets our exacting criteria. And every month, the debate over those criteria begins anew. Does innovation need to be technological? (No.) Can something be interesting and new without truly being innovative? (Yes.) The four retailers profiled here accomplished a number of big, and very different, things to get our attention—writing a software program, opening a cutting-edge concept store. But the bottom line is they have all embraced forward-thinking changes to improve the retail experience in their markets, one customer at a time.The Custom VideographerShant DakessianSimone & SonHuntington Beach, Calif. simoneandson.comA funny thing happened on the way to look at a laser welder. Simone & Son co-owner Shant Dakessian stumbled upon computer-aided design (CAD).In 2003, Dakessian asked a colleague if he knew any