A customer walks into a store looking for a bike. They’re prepared or they think so. They’ve researched online and watched reviews. But now, standing in-store face-to-face with all the options, decision fatigue sets in.
Enter the sales associate.
They don’t just gesture to the first bike because it’s easy. They ask questions; about the customers wants, needs, and preferences. Then, with confidence, they recommend two options. One they learned about from a quick mobile training on their break, and one they personally use.
That moment of clarity, that shift from hesitation to purchase, is the work of a Shop Floor Hero. And in that in-store moment, no one has more influence over the sale.
Why This Human Interaction Matters More Than Ever
Brands spend millions to raise awareness, but often the associate has a large role in what the customer’s final purchasing decision is. We surveyed over 1,000 retail associates across hundreds of stores, 81% said that customers are influenced by asking a staff member for advice, or receiving a recommendation from one.
In another survey 560+ associates say 74% they are asked for recommendations by customers daily.
Put simply, if a product isn’t top-of-mind for the associate, there’s a good chance it won’t be recommended and might not end up in the customer’s hands. That’s especially true in high-consideration categories like outdoor gear, bikes, and footwear. Where shoppers are actively looking for guidance and reassurance before they buy.
The Anatomy of a Shop Floor Hero
What turns an associate into a true brand advocate? The right support system. Our research shows two drivers that brands can directly influence:
- Knowledge & Confidence
Retail associates consistently tell us they want to be better informed. In fact, in the July survey:
62% said they are more likely to recommend a brand if they’ve completed a short product training on it.
Mobile-first training that delivers quick, incentivized and digestible content on their own time, equips them with the product knowledge they need. When associates understand the features, benefits and the value proposition they don’t just sell what they can; they make recommendations with confidence.
- Motivation & Experience
When asked what makes them personally more likely to recommend a product:
Retail associates ranked “personal experience with the product” and “brand incentives or rewards” as top motivators.
Incentives don’t have to bet cash, they can be gear. When associates earn gear and use it themselves, they gain authentic stories to tell. They become brand advocates with real-world experience that builds brand trust. A customer hearing “I use this bike to get to work everyday” from an associate is a far more meaningful recommendation than “I’ve heard great things about it.”
Your Next Strategic Advantage
Creating Shop Floor Heroes doesn’t just happen overnight, it’s a strategy. The brands growing in wholesale are the ones investing in the people on the floor, launching campaigns and training that build real connections with the staff who represent their products.
Brands that offer mobile-friendly education, drive participation through incentives, and create a system to measure store-level engagement aren’t just getting shelf space, they’re getting shelf influence.
In today’s noisy market, the clearest voice is often the one in the store. Make that voice informed, motivated, and confident, and your brand will win the moment that matters most.
Let your heroes lead. The results will speak for themselves.
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