Retail sales associates (RSA) are the frontline and often seen as the face of many brands to customers, they play a crucial role in brand advocacy, product education, and customer engagement – much like influencers. Yet, they are not recognized or incentivized in the same way. 70% of influencer marketing ROI occurs in-store, and 85% of purchases are digitally influenced before in-store completion, RSAs are uniquely positioned to bridge this gap.
The Untapped Potential of Retail Sales Associates as In-Store Influencers
RSA are at the frontline of customer engagement, yet their role as in-store influencers remains undervalued. RSA are at the frontline of customer engagement, yet their role as in-store influencers remains undervalued. Well-trained and equipped with the right knowledge, stores experience 4–8% higher sales, thanks to improved inventory accuracy and personalized service. These insights highlight the significant impact RSAs have on driving sales and shaping customer experiences—yet they are often overlooked compared to digital influencers.
Like digital influencers, RSAs shape brand perception through sharing their opinions and authentic interactions. For example, Mango’s strategy of showcasing collections in real-world settings through influencers mirrors how associates can demonstrate product use and stories telling in-store. The Achiever consumer segment – tech-savvy, high-spending outdoor enthusiasts – relies on multi-channel guidance, blending online research with in-store validation. RSAs who master product and brand knowledge can meet these shoppers’ expectations, turning casual browsers into loyal buyers.
Strategies for Empowering RSAs in the Omnichannel Era
To unlock RSAs’ influencer, brands must invest in three key areas
- Tech-Enabled Training
Equip associates with tools that merge digital and physical retail:
- Mobile learning platforms like ENDVR provide on-demand product education, ensuring RSAs stay informed and confident in guiding customers.
- Augmented reality (AR) mirrors and virtual try-ons, like those used by Sephora and Adidas, let RSAs guide customers through personalized product experiences.
- Omnichannel dashboards that track real-time inventory and customer preferences enable RSAs to recommend alternatives seamlessly, reducing lost sales by 23% in tech-forward segments.
- Storytelling-Based Sales Training
Equip RSAs with the skills to turn product knowledge into engaging narratives that resonate with customers:
- Instead of focusing solely on specs, RSAs should highlight real-world applications, customer success stories, and brand heritage.
- Brands like Patagonia leverage storytelling to deepen emotional connections, making products more compelling and memorable.
- Gamification for Engagement and Performance
Motivate RSAs with competitive, game-based incentives that drive engagement and performance:
- Introduce leaderboards, challenges, and digital rewards for associates who complete product training and hit sales targets.
- Gamified learning boosts knowledge retention and makes training more engaging, leading to higher conversion rates
Turning RSAs into in-store brand influencers requires the right tools, training, and incentives. ENDVR empowers brands to activate their frontline staff as trusted advocates by providing interactive product education, gamified learning, and performance-based rewards. When RSAs are knowledgeable and motivated, they don’t just sell – they influence customer decisions through authentic recommendations and storytelling, much like digital influencers do online. By recognizing and incentivizing RSAs as brand ambassadors, ENDVR helps brands strengthen in-store engagement, increase product sell-through, and create a seamless omnichannel experience. Talk to an expert to learn how ENDVR can help transform your RSAs into powerful in-store influencers.
