As a retailer, you already recognize the value of brand loyalty. After all, it costs five times more to acquire a new customer than to retain an existing one1. Add the fact that current customers spend 67% more every time they make a purchase2, and it’s no wonder more retailers are taking a closer look at the value of brand loyalty. But there’s one crucial element that’s often overlooked: your in-store retail employees. Transactions within brick and mortar stores account for 90% of retail sales3. So when it comes to increasing brand loyalty, your store employees are your most impactful resource. Everything they do — from laying out merchandise to interacting with customers — is an opportunity to build your brand.