As retail went digital and consumers began shopping online more, retailers and brands raced to integrate fancy in-store technology and apps, as well as onboard back-end systems to support the omnichannel experience. But the question remained – how to evolve in-store associates to leverage the continuous rise of technology in the retail industry. This is mission-critical now that connected consumers enter the store armed with more information than the associates. At the same time, evidence supports the need for store associates. As retailers and brands look to keep pace with industry evolution, they must begin to integrate the front of the store with the back.