For many associates, a visit from the right rep is more than a routine check-in. It’s a chance to learn something new, feel supported, and build a stronger connection with the brand they represent.
As brands compete for attention on crowded shelves, the rep becomes a critical touchpoint between corporate strategy and real-world execution. They’re the face of the brand in-store, responsible for empowering associates, answering questions, sharing updates, and making the brand feel present. And when they do this well, the impact is felt immediately: better product knowledge, higher associate confidence, and a stronger in-store experience for every shopper.
To understand how reps can better show up and make a real difference, we surveyed 630+ associates. Their answers were clear and revealed exactly what separates helpful, high-impact reps from the ones that fall flat.
What Store Associates Want from Reps
The #1 thing associates want? Product education. Over half (51%) said teaching the team about new products is the most helpful thing a rep can do.
This supports broader trends; 70% of associates say they need more product info to feel confident selling, and 80% of shoppers often know more than the staff on the floor. Great reps act as in-store educators, bridging that gap.
Beyond education, associates value reps who:
- Engage the entire team, not just managers.
- Share brand updates and insider tips.
- Celebrate store wins and acknowledge team efforts.
- Visit regularly and predictably.
The most appreciated reps are seen as teammates: present, helpful, and genuinely invested in the store’s success.
Common Pitfalls to Avoid
Retail associates made it clear what reps should avoid. Top complaints included reps who drop off brochures and leave without engaging (29%), show up inconsistently, or only speak to managers while ignoring floor staff. Others flagged reps who waste time without a clear purpose or push products without offering the training needed to support sell-through. These missteps erode trust and limit the rep’s impact.
What Sets Great Reps Apart and Why It Matters
The ability to build real relationships and continuously show up is equally important as product knowledge is to associates. The top traits store teams look for in a rep includes: building connections with the entire team, knowing the product inside and out, bringing value on every visit, communicating clearly, and giving team member recognition along the way.
We learned that the best reps make them feel like they’re on the same team. Nearly a quarter said strong reps leave them more confident talking about the brand’s products, which leads to better interactions with customers. Others said these visits boost their morale and make them feel more in the loop — something that directly contributes to stronger brand loyalty and a better customer experience.
The most effective reps aren’t just educators or flyer pushers; they’re coaches, motivators, and trusted partners. And when reps consistently bring that kind of value, it strengthens the brand’s presence in every conversation on the floor.
Training and Tools Make the Difference
Associates want rep training to go beyond product knowledge. (57%) Say they learn best through in-person demos, with hands-on walkthroughs and Q&A sessions proving far more helpful than brochures or videos. However they know it’s not possible to get in-person demos all the time and (97%) say that platforms like ENDVR positively impact their work by accessing training, product updates, and brand content between visits, reps can keep store teams informed and engaged even when they’re not on-site.
When reps bring value to every visit; by sharing knowledge, listening actively, and building trust — they become essential allies in-store. In a crowded marketplace, the brands that win will be the ones with reps who make every visit count, for the store, the shopper, and the brand alike.
If you’re ready to turn your reps into trusted partners on the sales floor, it’s time to give them the tools to succeed. The ENDVR Rep App makes it easy for reps to share training, launch incentives, and stay connected with store teams — anytime, anywhere. Whether they’re prepping for a visit or following up afterward, ENDVR helps reps deliver value with every interaction. Empower your field team to support associates between visits, build stronger relationships, and drive real in-store impact.
