Knowledgeable associates provide a measurable lift to sales
Measuring influence can be difficult
and much of what we measure today has to do with vanity social media metrics like reach and engagement. What if we told you we have definitive proof that some influencers, particularly those experts found in the ExpertVoice community, lead to both increased sales and a better consumer experience?
ExpertVoice commissioned a third-party academic study from the Wharton School at the University of Pennsylvania to help analyze the impact of the retail sales associates who interact with consumers on the sales floor.
DATA COLLECTION SUMMARY:
Retail Store Associates
Retail data has its share of variability so academics of the Wharton School made sure the data was normalized for a long list of variables, including:
Retail experts in the ExpertVoice community sell 69% more than their peers
Brand engagement and insider content lead to sales impact
Individuals who completed six or more brand education
modules on ExpertVoice sold 123% more than their peers.
And those who interacted with even just one module from a specific brand on ExpertVoice sold 87% more of that brand than those who didn't engage.
Even a little bit of education
can lead to a lot of sales
Today, successful brands and retailers understand that data like this is essential in showing how their investment in retail sales associates can have an impact on their bottom line.
Those who invest in great buying experiences can build both influence on the retail floor and ensure customers are getting the expert recommendations that lead to more sales, higher average order value and lower returns.