Remember when the store sales associate was the center of the shopping experience? Whether it was taking a shopper’s clothes to the dressing room, rummaging for different sizes, offering recommendations, or even just giving a simple hello and a smile, sales associates were once the undisputed face of retail. Yet, as retail went digital and consumers began shopping online more, retailers and brands raced to integrate fancy in-store technology and apps, as well as onboard back-end systems to support the omnichannel experience. But the question remained—how to evolve in-store associates to leverage the continuous rise of technology in the retail industry. A recent survey by Grail Research/Mindtree found that 43 percent of shoppers who interact with retail associates are more likely to make a purchase, and their transactions account for 81 percent more value compared to customers who don’t interact with a store associate. Find out more about the value of sales associates in this post from Forbes.