The holiday season is the busiest and most lucrative time of the year for retailers, both in-store and online. In recent years, holiday sales have soared beyond $626 billion, with projections showing continued growth. To capitalize on this opportunity, retailers must focus on delivering exceptional customer experiences, and sales associates play a crucial role in achieving success.
Why Sales Associates Are Essential for Holiday Shopping Success
Sales associates significantly impact customer relationships and shape overall brand perception. According to recent studies:
- 87% of shoppers are more likely to purchase an item recommended by a sales associate.
- 73% of customers say sales associates who remember their preferences influence their purchasing decisions.
With such a strong influence over omnichannel shoppers, retailers must extend the in-store shopping experience to online customers. Here’s how to integrate sales associates into the digital shopping journey and enhance customer engagement this holiday season.
1. Integrate Sales Associates into the Online Shopping Experience
Consumers often seek the expertise of in-store sales associates, especially during the holiday rush. Retailers can provide customers with the same level of personalized service online by leveraging new technologies that facilitate associate-customer interactions remotely.
Retailers should enable their customers to:
- Connect with their preferred in-store associates online.
- Receive personalized product recommendations for holiday gifts.
- View new arrivals and curated holiday looks from sales associates.
Technology platforms like Salesfloor allow associates to create personalized online Storefronts, enabling seamless communication and shopping experiences. Customers can ask questions, receive tailored recommendations, and make purchases conveniently from home, reducing the need to navigate crowded stores.
2. Empower Sales Associates to Engage Shoppers Before They Visit the Store
Retailers who proactively engage with customers before they step into the store gain a significant advantage. During the holiday season, in-store foot traffic surges—Black Friday alone saw a 65% increase in traffic—making it challenging for associates to provide individualized service to every shopper.
A proactive approach includes:
- Sending personalized emails featuring gift ideas, exclusive deals, and trending products.
- Using outbound clienteling tools to send retailer-branded emails, social media posts, and text messages with full-size images and direct purchase links.
- Creating a strategic promotional calendar for associates to execute targeted outreach campaigns throughout the holiday season.
By engaging customers before they visit the store, associates can build stronger relationships and increase conversion rates, ensuring a seamless and efficient shopping experience.
3. Connect Online Shoppers with Local Stores and Sales Associates
The holiday season introduces many first-time shoppers to a retailer’s brand—77% of consumers shop at stores or websites they don’t usually frequent. This presents a valuable opportunity for retailers to build lasting customer relationships by bridging the gap between online and in-store shopping.
To localize the online shopping experience, retailers can:
- Implement real-time messaging tools that connect online shoppers with local stores and associates.
- Offer online appointment booking with in-store sales associates for personalized shopping assistance.
- Provide an option for customers to request personalized product recommendations from their nearest store.
By integrating localized online experiences, retailers can create personal connections with new shoppers, enhance brand loyalty, and increase foot traffic to brick-and-mortar locations.
Enhancing Holiday Retail Success with Sales Associates
Retailers must optimize their sales associate strategies both in-store and online to maximize holiday sales. By providing associates with the right tools and technology, retailers can:
- Improve the shopping experience for customers.
- Increase online and in-store sales conversions.
- Strengthen customer loyalty beyond the holiday season.
By adopting an omnichannel approach that prioritizes customer engagement and personalization, retailers can transform the holiday shopping season into a long-term growth opportunity.
About the Author
Oscar Sachs, Co-Founder and CEO of Salesfloor, is a retail technology expert dedicated to enhancing omnichannel shopping experiences by empowering sales associates with innovative digital tools.