This headline may have you believe that the store is hanging on for dear life. While brick-and-mortar retailing isn’t on life support, brick-and-mortar retailing as we once knew it is. Just ask Macy’s, Sears, and The Limited. As e-commerce gains momentum by the day, over- and under-inventoried stores with ill-informed associates and aged technologies pose tangible issues for most brick-and-mortar retailers. Yet, there’s much more to resuscitating the store experience than any one 600-word article can tackle. For the sake of this article, let’s focus on a top brick-and-mortar concern we can all agree on — the associate’s ability to engage the customer.