Just a couple of weeks after reporting that Anthropologie has added a personal shopping service at its 50th and France store, Edina-based Hot Mama has created a similar program at all of its Twin Cities locations (Edina, St. Paul, Wayzata, Maple Grove). The store that tries to make shopping do-able with kids - offering toys and snacks - is now taking simplicity to the next level, allowing customers to call ahead with their wants and needs and show up to find options waiting in a fitting room. And same as department stores, there's no charge for the service and no obligation to buy. Just another sign that boutiques are recognizing they need to distinguish their service to be successful. Wonder which one will be next to jump on the bandwagon.