What drives a customer to choose one product over another – especially when both seem like good options? It’s not always the specs. It’s not even the price.
More often than not, it’s the conversation happening in-store between an uncertain shopper and a confident sales associate. That exchange can change the outcome. It’s where the sale is made.
To better understand how brands can support the critical moments that happen on the store floor, we used ENDVR’s Frontline Insights to survey over 540 retail associates. These are the people on the shop floor helping customers choose – and we wanted to know what actually helps them recommend the right product.
What Associates Really Mean by “Support”
For many brands, “support” ends with a seasonal promo, a window decal, or a discounted pro deal. But the staff on the floor see it differently.
To associates, true support means being set up to succeed with education that helps explain value. That means being able to explain why a jacket is worth $80 more, what makes a pair of shoes fit better, or which brand will actually hold up in real-world conditions.
The most effective brands find ways to stay present between rep visits. While in-person check-ins and training are extremely valuable, they’re only part of the picture. Associates need tools and support that don’t disappear when the rep walks out the door. A consistent digital presence – on-demand training, easily accessible incentives, instant rewards, and ongoing engagement – keeps those brands top of mind on the store floor. Without it, even the best products can quietly get passed over.
Customers Want Confidence, Not Just Information
Today’s shoppers come in well-informed. They’ve done the online research and read reviews. But despite the prep, 63% of shoppers still walk through the door unsure – especially when it comes to real-world performance for their activity of choice, the right fit, or whether the price matches the value.
According to associates, the most frequent questions aren’t about technical details. Customers want context: How does it hold up on the trail? Why is it more expensive? Is it actually worth it? More often than not, they ask how it compares to another product – or what the associate would choose.
This is where an associate’s recommendation can carry real weight. But before they can give the right advice, they need the right tools: Whether it’s a reward that motivates them to engage, a product story that sticks, or a comparison that makes things click for a shopper, the right support makes those conversations easier and more confident. Without it, the moment can slip by – and the shopper defaults to what they already know.
So what do associates say actually helps close the sale? Three themes showed up again and again:
- 40% of shoppers trust a recommendation from the associate to help when making a purchasing decision.
- 36% say that customers being able to try the product hands-on or compare it directly in the store helps them decide.
- And 10% say sharing new information that highlights the product’s value convinces customers it’s worth it.
What Actually Moves the Needle for Associates
When we asked associates what really helps them sell, three things came up over and over: clarity, speed, and ease.
They value product education that’s quick to access and easy to use. Think short videos, easy to digest information, or a simple product story – resources they can absorb fast and confidently pass along to customers.
Associates also emphasized the importance of brands consistently showing up and sharing timely, relevant information. Brands that stay in touch, share timely updates on things like pricing or availability, and check in regularly tend to earn more trust – and more mindshare on the floor.
Why Shoppers Spend More – And What Seals the Deal
Customers are still buying premium – but with a sharper eye on value. According to store associates, shoppers are more likely to spend when three things are clear:
- It’s built to last – 44% of purchases are driven by long-lasting durability. When customers see a product that will hold up over time, it feels like a smarter investment.
- It outperforms the rest – 18% of shoppers are swayed by technical features that clearly go above and beyond the competition. Whether it’s better materials, smarter design, or cutting-edge innovation – performance matters.
- The brand has a solid reputation – 16% are influenced by a brand’s track record. A trusted name, proven reliability, and strong post-purchase support (like warranties or guarantees) can all help justify a premium price.
It’s important to make sure associates are educated on your products to ensure when talking to customers they are highlighting your products’ unique value compared to competitors’ – the best features or strongest brand reputation won’t drive a sale if the customer doesn’t hear about them.
It All Comes Down to Trust
Every customer interaction is a trust exchange. And in retail, trust flows through the associate.
If they feel confident in a brand, they’ll say so. If they’re unsure, they’ll hold back. That’s why ongoing brand support – not just seasonal spikes – is so important.
Support your associates, and they’ll support your brand.
Explore More Insights from the Store Floor
Download the full report: “Understanding Customer Purchase Behavior: A Report from the Store Floor.” Hear directly from over 540 retail associates about how customers decide – and what brands can do to influence those decisions in-store.
