Key Takeaways:
Understand the importance of educating your customer.
Gain ideas for how you can educate them and meet them right where they’re at.
Buying something new is a little like traveling to a place you’ve never been. You want to know what to expect, how to get the most out of the experience, and how to avoid wasting time or money. The best retailers act like helpful travel guides – anticipating questions, pointing out the highlights, and offering reassurance along the way.
And when customers feel that kind of support? They don’t just buy. They come back for the next journey.
Let’s take a look at a few ways retailers can support more informed, confident purchases. Because when people feel good about what they’re buying, they’re more likely to come back.
Meet Customers Where They Are
Every shopper gathers information differently during the discovery phase. Some want to dive into your website and explore product details on their own. Others prefer to visit your store and see things up close before making a decision. And some need a conversation with someone who can guide them, whether it’s through chat, email, or face-to-face.
For a custom stationery shop, that might mean sharing design timelines and paper samples on your site. For a pet boutique, it might mean offering guidance on which harnesses are best for small breeds vs. large ones. For a home goods store, a simple in-store signage system explaining care instructions or style pairings can make the experience more intuitive. The point is: offering flexible, helpful pathways builds trust and keeps people coming back.
Why Uninformed Staff Break Trust
We’ve all been there: you walk into a store with a question, only to hear, “I’m not sure – let me check.” And suddenly, you’re unsure too.
Even the best marketing can be undone by an underprepared in-store experience. In fact, customer surveys consistently rank unhelpful or uninformed staff as one of the most frustrating parts of shopping in person. It’s about giving them the product knowledge they crave, as well as growing their confidence and your store’s credibility.
For a local jewelry store, for example, your team doesn’t need to be gemologists. But they do need to speak comfortably about metals, styles, and care. A staff member who can answer questions clearly makes the customer feel reassured and valued. That’s the kind of interaction people remember—and reward with loyalty.
Don’t Let Great Training Go Unseen
If you’ve already invested in training your staff, don’t keep that work hidden behind the counter. Let it shine as part of your customer experience.
That could look like:
- Sharing a quick behind-the-scenes video on Instagram of your team learning about a new collection.
- Featuring an “Ask Me Anything” moment with your lead designer or pet nutrition specialist.
- Including staff picks and quotes on product displays (i.e. “Morgan’s favorite: she uses this tea towel set in her own kitchen”).
When customers see that your team knows their stuff and cares, it deepens the relationship between your brand and your community.
“People want to be more informed buyers.”
– Jennifer Shaheen
President and Founder, Technology Therapy® Group
Equip Customers with Resources That Matter
People want to be more informed buyers. They like to feel smart when they shop. And they appreciate brands that help them get there. That means offering information that goes beyond the bare minimum.
Here are some ideas of what this can look like:
- A custom stationery shop offers a guide to wording etiquette for invitations and thank-you cards.
- A pet boutique publishes a quick blog about toy materials and which ones last longer with heavy chewers.
- A local jewelry store emails tips on cleaning and storing fine jewelry.
- A home goods store uses product cards to share how to layer textures for a cozy space.
Think of education as service. And keep in mind that thoughtful content can support the shopping journey just as much as a friendly face. This is especially true of product descriptions. According to a recent report from Syndigo, nearly 3 in 4 consumers think less of a brand because of inaccurate or incomplete product content.
A More Confident Buyer Is a More Loyal One
When customers feel confident, they’re more likely to:
- Make a purchase
- Keep what they buy
- Return for more
- Recommend your store to others
Confidence reduces uncertainty. And when people feel certain, they trust. That trust makes a return visit more likely and opens the door for long-term relationships.
Educated Shoppers Remember Who Helped Them
True loyalty isn’t built on flashy marketing or clever promotions, but on confidence. When shoppers understand what they’re buying and why it fits their needs, the experience becomes more than a transaction; it becomes a relationship grounded in trust.
That trust often begins in small moments: a clear description, a thoughtful answer, a bit of guidance offered before it’s even asked for. Like a trusted travel guide, the brands that help people navigate their choices are the ones customers repeatedly return to.
Is Your Website as Educational as It Is Engaging?
Find out with a custom website audit from TTG!
