More than ever before, the retail store associate plays a vital role - many roles in some cases. Their performance can determine whether a customer develops a lifelong loyalty to a retailer or whether they turn their back on the store for good. This makes it critical for store associates to be trained, educated, and empowered to be brand ambassadors that deliver exceptional experiences that customers crave.

In our new guidebook, Adapting the Role of the Associate at the Retail POS, we explore the critical role of the store associate in the delivery of the retailer's brand and tips for how omnichannel retailers can evolve to fit changing expectations.