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      "text": "Today, relevance is based on digital and technology savvy. Store associates, corporate staff and the C-suite need to mirror the consumer—if a retailer is not versed in social and digital, it is not relevant or attractive to young, savvy customers or prospective employees.",
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      "text": "We also learned this year that social media interactions with favorite brands led 44% of our global sample to spend more with a brand, and encouraged 46% of our global sample to endorse a brand more than they usually would.",
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      "text": "We believe that investing in social media talent as part of a retailer's marketing arm could generate a healthy ROI. These employees could create social media marketing campaigns, track social trends, monitor what is being said online.",
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      "text": "But store associates are just part of the talent story for retail investment. Indeed, since some retailers today don't even have a significant physical store footprint, the idea of investing in training store associates is, for them, irrelevant.",
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