Sales associates are retail employees who assist customers in finding and purchasing products. They are knowledgeable about the store's inventory and can provide information on features, prices, and promotions. Their primary goal is to enhance the shopping experience and ensure customer satisfaction. In addition to helping customers, sales associates often handle transactions at the cash register and restock shelves. They may also be responsible for maintaining the store's appearance and organizing merchandise. Effective communication and interpersonal skills are essential for sales associates to build rapport with customers and encourage repeat business.