In every buying experience there is an interaction between the customer and point of sale personnel. Enthusiastic and committed employees are needed, staff who can sense and feel the attributes of the brand they work for, and which they represent and sometimes even personify.

On the other hand, in Retail, staff costs may represent a significant part of financials. It is therefore recommended to ensure adequate staff training and in-store procedures so as to provide coherence to the commercial concept which optimizing resources.