A sales associate is a retail employee responsible for assisting customers in a store. Their main duties include greeting customers, answering questions about products, and helping with purchases. They often restock shelves and maintain the store's appearance to create a welcoming environment. Sales associates also handle transactions at the cash register and may process returns or exchanges. They play a crucial role in promoting products and ensuring customer satisfaction, which can lead to repeat business for the store. Effective communication and a friendly attitude are essential skills for success in this position.