BRICK-AND-MORTAR RETAIL IS CHANGING -- ASSOCIATES NEED TO CHANGE, TOO

It’s no secret that a strong frontline boosts the bottom line. Under this new paradigm, it’s not the artists and designers who power the power stores, it’s the retail associates who make the experiences come to life, who solve problems, who connect one on one with their neighbors in the community, who know their products and brands inside-out and backward. They’re less cashier-behind-the-counter and more community ambassadors living and breathing the brand. They’re the reason customers come to hang out or make their next purchase again and again. In other words, those associates-turned-ambassadors? They’re a retailer’s most valuable asset. And enabling them with the right training and tools is key to unlocking success in a new world of experience-driven shopping.