Experticity has announced the retail winners of the 2013 Helpful Expertise in Retail Award. Winners in prestige beauty deemed the best at delivering expertise were Sephora, Dillard’s and Nordstrom.

The Retail Buying Experience survey was conducted by Experticity in September 2013, and asked 600 consumers about the qualities they find most helpful in a retail associate. While helping them find the correct product was recognized as important, the single most valuable characteristic identified by survey respondents was a high level of product knowledge.

Experticity also asked the consumers a series of questions about their experiences with two dozen stores that represent five different market segments where consumers typically look for guidance: outdoor recreation, sporting goods, hunting or fishing, health and nutrition and prestige beauty. Questions assessed the associates’ attitude, general helpfulness, and knowledge of the store’s products. Within each segment, those stores scoring highest in the areas deemed most valuable by consumers were selected as the winners of the award.

“At Sephora, we understand that clients still want helpful expertise from retail sales associates to guide buying decisions. In order to stay competitive and bring consumers back to our stores regularly, we pride ourselves on investing in the education of our sales associates across all facets of our specialty retail,” said Christie Jack, senior vice president of retail, Sephora.

Tom Stockham, CEO of Experticity, said his firm is committed to building real information on the value of helpful expertise. “Great quality people drive results. It’s not just a feel good thing.”

Based on the findings of the survey, Experticity recommends that retailers place special emphasis on hiring the right associates, giving preference to those who are fans of the category they focus on and the products they sell. Retailers should also provide employees with the right training to give them the most comprehensive product knowledge to ensure consistent, excellent customer service. Incentives for quality work, such as discounted or free merchandise, should also be offered to solidify the employees’ position as a brand advocate and to reinforce informed recommendations.