For some consumers, visiting a brick-and-mortar location to find the products they are looking for is a fast and easy process. They enter the store, get the item, pay for it and are out the door in minutes, many times without ever talking to a sales associate. For other patrons, however, the in-store experience is something they want to spend more time on, and these individuals often seek out employees to get answers to their questions.

For this reason, retail workers need to be prepared to provide more personalized and detailed interactions with shoppers if they want to boost brand loyalty and revenues. The Sydney Morning Herald noted that in the past, businesses often had a script that employees were encouraged to use when talking to patrons. Now, with the emergence of new channels and changes in consumer demand, retailers need to throw out this script and focus on motivating sales associates to offer more personalized communications, the source asserted.

To do this, brands can follow a few steps. First, the news source recommended that instead of hiring candidates based solely on previous retail experience, companies should also look at how well potential employees interact with others. Next, merchants can keep a constant look out for people who have excellent communications skills, That way, when a job opening arises, they could already have someone in mind.