Information collected using ENDVR’s Frontline Insights, we surveyed 540+ retail sales associates on store floor selling your product to learn about how customers decide — and how brands can help support associates lead customers to the right product decision.
Walk into any specialty retail store and you’ll see a familiar moment: a shopper hesitating in front of two product options. Both are good. But one question hangs in the air: Which one is right for me?
The answer doesn’t come from the product specs. It comes from the conversation—between the shopper and the associate. That moment, repeated thousands of times a day, is where sales are made. Or lost.
To understand how brands can support the staff that help drive those decisions, ENDVR surveyed over 540 retail associates across the outdoor, sport, and active lifestyle industries. Their answers reveal a powerful truth: brands that show up for the store floor – consistently and clearly are the ones that get recommended.
What Brand Support Looks Like in Real Life
For many brands, “supporting the store” means offering a discount or shipping a stack of marketing materials. However, associates see support through a different lens.
To them, it’s all about Support – which becomes empowerment. Associates need to know how to explain the value of a product to a customer who’s asking, “Why this one?” That doesn’t mean handing over dense spec sheets or branded jargon. It means giving the associate a clear, memorable way to articulate what sets the product apart.
The most effective brands find ways to stay present between rep visits. While in-person check-ins and training are extremely valuable, they’re only part of the picture. Associates need tools and support that don’t disappear when the rep walks out the door. A consistent digital presence – gamified updates, quick incentivized education, and ongoing engagement – keeps the brand top of mind. Without it, even great products can quietly slip off the recommendation list.
Customers Want Confidence, Not Just Information
Today’s shoppers arrive with more product knowledge than ever before. They’ve scrolled, researched and compared. But they still walk into stores with uncertainty – especially when it comes to performance, fit, and value.
Associates reported that the most common customer questions aren’t about product specs. They’re about how the product will perform in a specific context, why it’s priced the way it is, and whether it’s worth the investment. Customers often ask how one brand compares to another, or what the associate personally thinks of the product.
In these moments, the associate can make personalized recommendations. When a brand equips them with easy-to-access education, stories that stick, or comparisons that clarify, those conversations become easier. Without it, the sale is far more likely to stall or default to the most familiar brand name.
What influences the final decision? Three things consistently stood out:
- A recommendation from a trusted associate
- The ability to try or compare the product in person
- Learning something new that adds perceived value
What Actually Moves the Needle for Associates
When asked what kinds of brand behaviors truly help them sell, associates talked about clarity, speed, and simplicity.
Quick, accessible product education is one of the most valued tools. Whether it’s a short video, a side-by-side comparison, or a simple product story, associates want content they can absorb quickly and share easily.
Associates also noted that consistent communication from brands builds trust over time. Brands that share early insights into pricing or inventory changes – and who check in regularly – stand out as partners.
Where Shoppers Spend More—and Why
Shoppers are still willing to spend on premium products – but find it easier to spend when the value is clear. According to associates, customers are most comfortable paying more for categories they view as long-term investments and connect those items to performance, durability, and personal comfort.
In those moments, customers aren’t just comparing prices—they’re looking for validation. Associates say shoppers want to feel reassured that the product will last, perform as promised, and reflect the brand’s values. Service perks like warranties or satisfaction guarantees can tip the balance, as can features that offer clear differentiation.
Sustainability and ethical sourcing are gaining traction too, particularly when positioned as part of a larger quality or durability narrative. But even with these benefits, justification is needed—and that starts with associate education.
The Bottom Line: Trust Is Built on the Floor
A shopper’s decision is rarely made alone. It’s shaped by the person helping them in the store. And that person is shaped by the level of support the brand provides.
For brands, that means building real, ongoing connections with associates— because they relay brand value into buying decisions.
Brands that earn trust at the store level don’t just improve sell-through—they build loyalty from the ground up.
Want deeper insights?
Download “Understanding Customer Purchase Behavior: A Report from the Store Floor” to explore what 540+ retail associates had to say about today’s shoppers—and what brands can do to show up stronger in-store.
Want to equip the store floor to sell your brand?
With ENDVR, you can educate associates, run sales incentives, and gather feedback—directly from the people who talk to your customers daily.
