All retail experts agree that sales staff are now the key element of every sales strategy. They are the customer’s contact point with the brand, representing the brand and passing on customer feedback to the store. They make sure that information is transmitted from the brand to the customer and vice versa. And as a counterpoint to inexorable rise of digital devices, salespeople offer a natural, spontaneous and reassuring presence. As true ambassadors, they are loyal to the brand and its values, and seek to share their enthusiasm with as many customers as possible.
Over the last 20 years, online shopping has gone from being something that people view with suspicion to an accepted part of everyday life. Today, Amazon and eBay are household names, and even supermarkets are up against online grocery retailers such as Ocado. The store is facing challenges from multiple fronts, not just from online retailers, but also from today’s hyper-connected consumer who expects more from their in-store shopping experience. They demand a seamless encounter with their preferred brand and they expect to be recognised and rewarded.