- Knowledge (= adds to before- and after-buying experience! giving me insight on right aftercare of product, where it comes from, other interesting facts/stories about it)

- Know-How (= adds to value! showing me for example how to better wear that particular garment by rolling up the sleeves or quickly shortening the leg length in the store etc.)

- Genuine hosting (= adds to positive perception of brand! me not being part of a transaction, but me being welcomed as a guest aka they are just happy I am there independently of whether I will buy or not)

- Right product (to make the decision I need some time, do not want to be pressured by sales person, but being able to "be alone" with the product and think about it a bit)