What is a primary reason for having good product knowledge in a retail environment?

Having good product knowledge in a retail environment empowers the Sales and Services Associate (SSA) as an expert in the eyes of customers. When an associate has a deep understanding of the products and services offered, they can provide accurate information, answer questions confidently, and assist customers in making informed decisions. This expertise builds trust and rapport between the SSA and customers, which can enhance the overall shopping experience and lead to increased customer satisfaction and loyalty.

Moreover, when customers perceive the SSA as knowledgeable, they are more likely to seek out their assistance, leading to a more engaged and positive interaction. This expertise can also facilitate more effective communication regarding product features, benefits, and comparisons, enabling customers to understand why a particular product suits their needs.

While other reasons for product knowledge, such as impressing management or making quick sales, may have their benefits, the primary impact is on the associate's ability to serve as a knowledgeable resource for customers, ultimately creating a better shopping experience and fostering long-term relationships.