The hidden science behind retail success isn't found in flashy technology or complicated loyalty programs – it's in the power of engaged store associates. This conversation with Nikki Baird, VP of Strategy and Product at Aptos, reveals groundbreaking research showing that when employees reach "peak immersion" during customer interactions, sales naturally increase.
Retailers have become addicted to digital metrics, treating them like donuts that provide a quick sugar rush of data, while neglecting the apple-like sustenance of in-store metrics that require more effort to digest but provide better nourishment. This misplaced focus leads to investments in technologies that work around store associates rather than empowering them.
Nikki challenges conventional thinking about loyalty programs, explaining that true customer devotion stems from consistency paired with unexpected moments of delight – elements best delivered through human connections. When customers choose physical stores over online shopping, they're implicitly seeking the option of human assistance, even if they don't actively engage with associates during every visit.
The most revealing insight comes from a perfume kiosk case study where technology designed to work independently of associates ultimately failed because it didn't consider their crucial role in the customer journey. The message is clear: successful retail experiences must serve all stakeholders – executives, customers, and especially frontline staff.
Have you been overlooking your most valuable retail asset? Listen now to discover why your competitive advantage isn't found in technology alone, but in the humans who bring your brand to life. Share your thoughts on how you're empowering your associates to create exceptional experiences!

Customerland is a podcast about Customers. How to get more of them. How to keep them. What makes them tick. We talk to the experts, the technologies and occasionally, actual people – you know, customers – to find out what they’re all about.

So if you’re a CX pro, a loyalty marketer, a brand owner, an agency planner … if you’re a CRM & personalization geek, if you’re a customer service / CSAT / NPS nerd – you finally have a home.