Engaging Customers


Teach associates three steps to build rapport and inspire customer loyalty.

Customer engagement occurs when shoppers form an emotional connection with your associates, your store or a product you sell. Engaged customers shop at your store more often, buy more when they shop and tell others about their positive experiences — all of which are critical to your store’s profitability and growth.

The new “micro” chapter, Engaging Customers, helps your team connect with shoppers on a personal level to help them make the best purchases for their specific needs. Associates will learn effective ways to establish connections, start authentic conversations and encourage customers to interact with products and store displays. Designed to be completed in about 30 minutes, the chapter teaches pet-retail-specific tips students can apply right away.

After completing this chapter, associates should be able to:

  • Define three levels of customer engagement.
  • Recognize a customer’s level of engagement.
  • Describe how engaged shoppers behave before, during and after they visit your store.
  • Name the three steps to follow when interacting with customers.
  • Identify locations in the store that present natural opportunities to engage customers.
  • Demonstrate techniques to build rapport.

The Engaging Customers chapter focuses on what associates can do to encourage shoppers to engage with them and with your store. Topics include how to approach customers at different locations throughout the store, discover information about why they came into your store, and discuss that information in casual conversation that demonstrates your team’s expertise.

This chapter also includes a downloadable workbook with tips and examples of how to personalize customers’ shopping experiences, as well as role-play scenarios students can use to practice engaging customers.

Estimated time to complete:

  • Online chapter  30 minutes
  • Chapter test      10 minutes