A recent survey has revealed a significant insight into the outdoor recreational retail sector: customers often come into stores more informed about products than the sales associates themselves. With access to comprehensive information from websites and other digital platforms, today’s consumers are well-prepared before stepping into a store. However, 73% of shoppers still visit retail locations to touch, feel, and try on products, ensuring they fully understand their purchases. This survey, conducted among over 175 frontline retail staff members across North America, highlights the vital role of strong relationships between brands and retail associates in driving sales, especially in wholesale channels. See the five tips below on how your brand can drive more sales in-store.
- Build Relationships and Loyalty
The survey revealed that a remarkable 95% of respondents believe that positive relationships between brands and frontline staff significantly impact their ability to sell products. This finding highlights the importance of brands fostering close connections with the individuals who directly interact with customers on the sales floor.
- Quality Over Everything
When asked about the factors that most contribute to their ability to sell a particular brand, 58% of retail staff cited high-quality products as the top reason. Other significant factors included having personally tested the product (35%), the brand’s relationship with sales associates (14%), fair pricing (13%), and customer feedback (5%).
- Training and Product Knowledge
A well-informed sales associate is a confident and effective one. The survey found that 94% of respondents are more effective at selling products from brands they know well. This suggests that brands should prioritize training programs that provide retail staff with detailed, hands-on product knowledge. The survey findings emphasize the critical need for brands to engage and support their frontline staff to increase sales in wholesale channels. Brands that invest in comprehensive product knowledge training and cultivate positive relationships with their retail associates see higher sales, better sell-through rates, and more frequent reorders.
- The Implications for Brands
To thrive in the competitive outdoor retail market, brands must prioritize the experiences and needs of their frontline retail staff. Building strong relationships, offering thorough product training, and creating opportunities for staff to experience the products firsthand are all crucial strategies for success.
- Digital Brand Rep
In this landscape, the role of digital brand reps becomes increasingly relevant. A digital brand rep is an always-on version of a traditional brand rep. Powered by an app, it provides constant support and product information to sales associates and store managers. Unlike human reps, digital reps are available 24/7, offering a cost-effective solution that ensures consistent brand messaging and support across all stores.
This digital tool can be accessed in-store, providing immediate support for new hires and top-performing sales associates. It keeps store managers informed about display setups and equips sales associates with in-depth product knowledge. By delivering up-to-date information on incentive programs, the digital rep motivates sales teams to promote specific products. Additionally, it gathers valuable customer feedback and sales data, enabling the brand to optimize product offerings and inventory. Ultimately, a digital brand rep is a powerful tool for increasing sales and improving overall store performance.
By combining a digital brand rep with traditional reps, brands can maximize efficiency, reduce costs, and ensure sales associates always have the latest information. This powerful duo empowers traditional reps to focus on building relationships while driving in-store performance. ENDVR is the digital brand rep for brands looking to drive sales in physical stores. It’s digital, always there to make your brand more money on the sales floor, at every store, and at every door.
For brands aiming to drive sales in wholesale channels, the message is clear: invest in your frontline staff, and they will invest in your brand. This approach not only boosts sales but also enhances brand loyalty, leading to more confident and knowledgeable sales associates.
Download our quick Five Tip Overview on how your brand in retail spaces can drive sales in wholesale.
Or watch a three-minute video reel on how a digital brand rep can pair with your traditional brand rep to cover more territory, sell more in-store, and increase your brand’s revenue.
