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Why store associates must play a critical role in customer experience

Why store associates must play a critical role in customer experience

While retailers are striving to deliver a rewarding retail experience, they aren't paying attention to one big fact: today's consumers crave human interaction, and retailers are failing to provide that interaction.

That's because retailers are not training the store associate to serve as the front line in the customer experience, and those failures are leading to fewer browse-to-buy conversions, weak consumer loyalty and, ultimately, a diminishing revenue stream.

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