The traditional strategy and approach to sales rep store visits is changing. Today’s rep responsibilities are more than dropping off new catalogs, running product programs or checking inventory, they focus on building partnerships and driving value for the brand, the retailer and the associates. This shift is happening globally, as retailers everywhere expect more impactful visits that go beyond transactional check-ins. In fact, even as e-commerce grows, nearly 80% of global retail sales in 2025 are still expected to happen in physical stores.
To keep up, sales reps must adopt in-store best practices that focus on education, relationship-building, and strategic collaboration. 9% associates say that brands regularly stay in touch with them. Yet, the brands that show up consistently and support store teams are the ones that get recommended to customers.
From Transactional Visits to Partnership-Oriented Engagements
In the past, most rep visits included some relationship-building and product knowledge training with available staff. But with limited time and shifting schedules, these visits were often rushed; with the reps focus being split between checking displays, dropping off materials, and connecting with whoever happened to be on shift. As a result, half the team might miss out, and the impact didn’t always carry beyond the visit.
That might have worked once, but just like consumers, retail staff seek authentic human interaction and support. Great sales reps now act as collaborative partners to retailers: they’re product educators, problem-solvers, and brand ambassadors all in one.
Benefits for Both Retailers and Brands
Turning rep visits into true partnerships benefits everyone.
Retailers and their associates gain the knowledge and confidence to better serve customers, leading to stronger conversion and more trusted recommendations. When reps consistently support the frontline team, shoppers are more likely to buy—and often choose the brands staff suggest.
It also lifts morale. Associates feel valued when a brand invests in their success, and empowered employees tend to perform better. Shoppers frequently base their decisions on conversations with well-informed staff. By equipping the store team, brands enhance the in-store experience and build lasting goodwill where it matters most.
Brands and their reps see clear benefits too. Well-trained store staff are more likely to recommend their products, driving stronger sales and repeat orders. Building solid relationships with retailers also opens the door to better product placement, co-marketing opportunities, and early insight into sales trends.
A strategic and relationship-building visit helps sales reps gather valuable in-store information that can shape smarter product and marketing decisions. But above all, it builds trust. And in retail, trust is a real advantage: brands that earn it with store teams and shoppers are better equipped to handle change and grow long-term loyalty.
Conclusion: Making Every Rep Visit Count
The role of the sales rep has never been more important, or more dynamic. By leaning into new rep best practices like relationship-building and product education, first with feedback collecting and merchandising efforts second – reps can turn everyday visits into high-impact moments. This partnership-first mindset works because it’s built on retail fundamentals: knowledge, trust, and collaboration.
Ready to get started?
Retailers can sign up for free on ENDVR to access brand training, staff incentives, and in-store support.
Reps can download the ENDVR app to deliver smarter visits, track engagement, and stay connected between store stops.
Your next visit doesn’t have to be routine—it can be your competitive edge.
