The brand whose mission is to create quality products while also creating American jobs, Shinola uses their ever-expending retail presence & in-store personnel to further drive this message home. Director of Retail, Travis Harrison, discusses the Shinola retail experience, and the importance of sales associates being modeled as true brand ambassadors to turn the customer’s experience of purchasing into an investment in the brand. Learning objectives: • In-store ‘ambassadors’ selling the brand, not just the product • Molding the ‘everyday’ sales associate into the Shinola brand ambassador • Selling in a retail landscape driven by millennial buying power & ecommerce