Despite dramatic headlines, consumers still overwhelmingly shop in a physical store. More than 90% of transactions still happen in-store, with both small and large retailers alike providing a unique in-store experience for customers. But do big-box retailers provide the same level of product recommendations as those from mom-and-pop stores?

A study by ExpertVoice, the world’s largest advocacy marketing platform, analyzing engagement data from more than 420,000 sales associates across 150,000 retail locations found that mom-and-pop store associates, on average, are more knowledgeable and have more product experience than their big-box peers.

Sales associates at mom-and-pop retailers interact with 14% more brands than those at big-box retailers.

These sales associates are 11% more knowledgeable about product features.

Mom-and-pop store associates have first-hand experience with 2x more products than associates at big-box retailers.

These store associates spend 127% more, buying products for personal use.

With the ever-growing number of choices that consumers have, knowledgeable retail associates who can recommend the best product for the consumer are more important than ever before.