Cover Story: Child's Play

The consultative selling environment giggle has created is another reason for its retail focus and success. "We have trained personal shoppers and salespeople to help customers get a lay of the land, to ask questions so they know which specifications will matter to customers, and then to help them translate the often jargon-loaded manufacturer functions and features," Wing adds. "This type of one-to-one interaction is difficult online, but works well in-store."