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Posted by Mike Woodgate on May 25, 2017

The digital era has changed the playing field for both retailers and shoppers.

Researching products online, comparing them and reading reviews are an integral part of the path to purchase for most people. That being said, the in-store experience and interaction with the physical product still play a large role in the decision making process of a customer, especially for higher ticketed purchases like home appliances, vehicles and electronics.

Retail sales associates (RSAs) can often make or break the in-store experience for a customer, and a knowledgeable RSA can be the key to connecting a customer to
a particular product.

A recent study conducted by Mindtree in the U.S., reveals how sales associates play a pivotal role in the shopper purchase journey.



“Sales associates have a significant influence on the purchase decisions of 70% of shoppers.”

“Shoppers who interact with sales associates…purchase MORE PRODUCTS, at a HIGHER VALUE.”

“84% of shoppers ranked sales associates as very helpful in gathering information.”


Knowing how much customers value the opinions, and depend on the knowledge of the RSAs, turning an RSA into brand advocates might just be the key to connecting more customers with their products.

Last year, Whirlpool Canada partnered with BTI in a mission to do just that.

BTI created, managed, and helped execute the Innovations Roadshow, a cross-Canada training experience designed to ENGAGE, EXCITE, and EDUCATE retail sales associates and turn them on to the latest home appliance innovations for KitchenAid, Whirlpool, and Maytag .



2016 marked the 9th year of the Innovations Roadshow and based on RSA engagement and attendance, was the biggest training event in Whirlpool’s history. From pre-event, to on-site management, and post event engagement, the roadshow reaches out to, and supports RSAs in meaningful ways that help them better serve their customers in store. Watch the video below to see what goes into making this event one that leaves a lasting impression on RSAs across Canada, and gives them the tools and knowledge to better sell Whirlpool, Maytag and KitchenAid appliances.

Looking beyond the appliance industry, any brand that has a product on retail floors can benefit from a strategy that targets retail sales associates, and turns them into advocates for your brand. With effective strategy and execution, you can leverage a sales associates’ influence on shoppers, and thus sell more product.

Get in touch with us and let us help you to develop a strategy that connects RSAs with your product.