““Customers want to make educated purchasing decisions. In one study, 54% of consumers said they wanted knowledgeable store associates more than any other service offering.Yet, more than half (59%) of those surveyed believed themselves to be more knowledgeable than the person paid to be there. 10 The significant distrust in the level of expertise for brand or retail employees, as this survey indicates, is a serious issue and one that retailers must combat. Retailers who position themselves as thought leaders or offer educated and informative information to consumers will have a greater opportunity to gain the trust of consumers””
