The start of 2025 has been a bit interesting.
Talk of tariffs are softening consumer confidence, have the potential to drive up costs, and forcing tough decisions for brand leaders. If you’re reviewing every line item in your budget right now, you’re not alone.
That said: while the pressure is real, the solution isn’t to pull back.
It’s to focus forward – especially where it matters most: in-store, at the moment of decision.
And the data backs it up. The world’s strongest brands outperformed the S&P 500 by more than 120% between 2006 and 2018, including through the 2008 financial crisis. The common thread? They stayed visible during uncertainty, built trust, and emerged with stronger pricing power and greater market share.
At ENDVR, we see that same pattern unfolding today. The brands that keep showing up in stores, supporting their retail partners, educating frontline staff, and staying visible are the ones that come out stronger in the long run.
Why in-store is your competitive edge right now
When budgets tighten, it’s natural to lean into digital performance and downplay brand or in-store efforts.
But that thinking leaves opportunity on the table and long-term value at risk.
Forward-thinking brands are rebalancing.
They’re not choosing brand or performance.
They’re not choosing in-store or ecommerce.
You win when every touchpoint reinforces the next – online, in-store, and everywhere your brand shows up. And with 84% of purchases still happening in physical retail, the store floor remains one of your most powerful tools – because the associate still has an outsized influence on the final customer decision.
What we’re hearing – and why forward-thinking brands are doubling down in-store
1. “It’s tempting to pause in-store programs until things settle down.”
Totally understandable. But the research is clear: brands that go quiet now lose future demand.
The Ehrenberg-Bass Institute found that if a brand stops advertising, sales fall 16% in year one, and 25% in year two.
You don’t just lose visibility – you lose momentum. And when everything gets back to normal, you’re behind. In-store investment is brand investment. And it pays off especially when competitors pull back.
2. “Shouldn’t we just push harder on digital performance instead?”
Performance marketing is important. But it doesn’t close the sale alone. What closes the sale is a trusted recommendation in-store, often from a well-informed, motivated associate who believes in your product.
That’s why brands using ENDVR see better sell-through: They don’t just spend on performance – they activate the people helping customer make their choices in-store.
3. “Can’t we just do more with less?”
Yes – if you focus on consistently showing up, not just in bursts.
Brands who show up regularly for associates with training, incentives, and content build stronger relationships and stay top of mind.
And staying top of mind earns you the right to increase prices to protect margin – especially in a high-cost environment.
4. “Will customers actually pay more if tariffs force us to raise prices?”
They will, but only if they believe the brand and product is worth it.
Pricing power comes from more than just product specs. It’s built through trust, recognition, and confidence – especially at the point of sale.
And that’s shaped in-store by the people closest to the customer: the sales associate. When your product is backed by a confident recommendation and strong brand presence on the floor, customers are far more likely to pay a premium.
Tariffs may raise your costs. But it’s the strength of your brand on the shelf that determines whether customers say yes to a more premium price.
5. “How can we prove the ROI of this?”
It’s simple: we show you what’s working – store by store, associate by associate.
With ENDVR, every campaign is tracked. You’ll see which stores are engaging, which associates are driving sales, and which initiatives are delivering real impact. It’s about making sure every dollar invested in-store is measurable, and delivers frontline performance in real time.
Brands that continue to show up build resilience and have the opportunity to create an advantage as others pull back. Tariffs and uncertainty may be shaping today’s headlines, but the fundamentals of brand growth haven’t changed.
The brands that continue to educate associates, invest in visibility, and stay close to the sale are the ones building lasting brand strength.
- In-store is where 66% of shopper’s decisions are still made.
- In-store is where the value of your brand gets reinforced or forgotten.
- In-store is where pricing power is earned.
And ENDVR helps you stay present at that critical moment by enabling smarter campaigns, deeper education, and frontline incentives that build you brand and in-store resilience.
Let others pull back – your brand has the store floor to win.
Explore how brands use ENDVR to win the moment that matters most in retail, when a shopper turns to a store associate and asks, “What do you recommend?”
