New Study Proves the Value of Knowledgeable Sales Associates

Experticity’s first Retail Buying Experience survey is complete. A few highlights from the results:

  • Customers want helpful expertise from their sales associates
  • They don’t want to do all the research themselves
  • 40% are routinely disappointed in the lack of salesperson expertise in retail stores
  • 43% are disappointed in salespeople’s ability to help them find suitable alternatives

Consumers Rank Retailers Highest in Helpful Expertise

Experticity also asked the consumers a series of questions about their experiences with two dozen stores that represent five different market segments where consumers typically look for guidance: outdoor recreation, sporting goods, hunting or fishing, health and nutrition, and prestige beauty. Questions assessed the associates' attitude, general helpfulness, and knowledge of the store's products. Within each segment, those stores scoring highest in the areas deemed most valuable by consumers were selected as the winners of the award.

2013 Winners:

  • Outdoor recreation: REI, Cabela's, EMS
  • Sporting goods: Dick's Sporting Goods, Academy Sports & Outdoor, Hibbett
  • Hunting or fishing: Bass Pro, Cabela's, Gander Mountain
  • Health and nutrition: Natural Grocers, Vitamin Shoppe, Trader Joe's
  • Prestige beauty: Sephora, Dillard's, Nordstrom

What’s a retailer to do?

Make sure your sales associates know their stuff. Experticity can help. We partner with hundreds of top brands to give retail sales professionals short, fun, effective online training courses about products they sell every day — and reward their enhanced expertise with exclusive incentives.

Learn More About The Survey Results

Report: 2013 Retail Buying Experience Survey and Awards

Experticity commissioned ReRez Research to field a survey and focus group to explore the retail buying experience of consumers across the United States and to discover which retailers rank the highest in helpful expertise on the sales floor.


Infographic: The Search for Helpful Expertise

This infographic, modeled after a popular board game LIFE, shows the importance of expertise on the sale floor using findings from the survey.


SLIDE SHARE: Key Drivers in Retail

View our short SlideShare presentation highlighting the survey findings
and recommendations.


Press Release: Experticity Survey Uncovers Expertise Gap in Retail

Experticity announced the findings of its first ever Retail Buying Experience survey, uncovering a striking expertise gap among sales associates in five retail areas: outdoor, sporting goods, hunting and fishing, health and nutrition, and prestige beauty.