Your Body Language could be losing you sales.

How Body Language Drives Customer Engagement.

Body language and gestures play a pivotal role in all interactions we have as humans. These non-verbal cues are far more than simple compliments to words—they are the crucial building blocks of effective or enhanced communication. Research shows that a customer is 12.5 times more likely to believe your gestures over words and that's simply because it's incredibly hard to lie with our gestures. By understanding the nuances of gestures and body language, retailers can significantly enhance customer experiences and engagement, unlocking new levels of success. It's by deep diving into these often unthought of skills that we get the best out of ourselves and those around us both personally and professionally.

Behind All Body Language There Is Psychology

Body language is understandably deeply rooted in human evolution and still today 82% of the impression of someone is based on warmth and competence. We all know that charismatic person, they are signaling you can trust them, you like me, and boy am I reliable and competent. The crazy thing is most of us wouldn't even realise. Gestures were one of the first ways our ancestors communicated or shared emotions and intentions. This took place long before spoken language ever existed. This primal form of expression still exerts an often unthought of but powerful influence on how we connect with others today. Research highlights that humans are naturally and instinctively skilled at reading non-verbal signals, often interpreting emotions and social cues through body language more accurately and even before words themselves.

A study published in Emotion underscores how adept we are at recognising emotions through physical gestures—an ability crucial for building social bonds, assessing situations, and navigating interpersonal dynamics. These ancient instincts remain absolutely vital, particularly in industries like retail, where meaningful connections can make or break customer loyalty and experience.

The Dual Processing of Communication

When we communicate, our brains process verbal and non-verbal signals together. Visual cues such as gestures and posture are interpreted alongside spoken words, creating a fuller or completed understanding of the message. Research by Susan Goldin-Meadow shows that using gestures can improve how well people retain and understand information. For example, sales staff who employ purposeful gestures to show warmth towards customers or competence, not only hold a customer’s attention but also leave a much greater and longer lasting impression.

How Gestures and Body Language Shape Retail Interactions

In retail, body language and gestures aren’t just complementary—they are crucial to creating meaningful customer connections and experiences. It is through our gesture we create the feeling of warmth and competence towards customers which are critical to shaping the experience they have. Each action, from a simple nod of acknowledgement to a confident stance, can shape how customers perceive their shopping experience and influence their decision to purchase. Here's how, and more importantly, why, non-verbal communication is vital in retail:

Expressing Emotions - A genuine smile or a thoughtful nod communicates warmth and empathy more effectively than words. These subtle cues make customers feel seen and more importantly valued, leaving them with a positive impression of both the interaction, experience and the brand. Humans instinctively look for distance between the ear and shoulders as this is something we want more of. It sends a message of confidence and competence. Can you imagine how you would feel being served by someone with raised shoulders? Raised shoulders are signals for nerves, anxiety and lack of confidence. It's these simple and positive emotional exchanges that create an inviting atmosphere, increasing the likelihood that customers will return and recommend the store to others. Remember though, the key is to not over do any gesture. Too much of any cue is dangerous. Too much warmth will erode competency and too much competency will erode warmth.

Engaging Customers - Leading any engagement with a simple hand gesture such as showing your open palm sets a great tone to experience as it singles instantly that you are not a threat, not hiding anything and creates warmth and a sense of being welcome. Maintaining eye contact or leaning in slightly shows attentiveness, helping to establish a personal connection. These small but intentional gestures demonstrate that the salesperson is fully present, turning what could be a routine transaction into a more memorable experience. Engaged customers are more likely to trust the associate’s advice and explore further purchasing opportunities. We have to be mindful of the distance we create between each other also however. There are proximities that must be carefully remembered.  Too close is what is known as the  “intimate space” whilst too far away is known as “public or social” where we are just observers. The perfect distance is where you could reach out and shake their hand. This is what we would call the “personal space” 

Projecting Confidence - A salesperson’s posture and gestures significantly influence how credible and trustworthy they are or appear. Open, expansive gestures and steady eye contact convey authority and professionalism, reassuring customers about the reliability of the advice or product being offered. Conversely, closed-off body language, such as crossed arms or slouched shoulders, may signal disinterest or insecurity, discouraging customers from making a purchase. Be mindful though, too much eye contact and it will work against you and reduce the trust you are trying to gain. The worst advice we get is make more eye contact which is actually incorrect when trying to show warmth. Maintaining eye contact will actually signal a territorial gesture and completely change the message you were hoping for. The ideal amount of eye contact is about 60-70% of the conversation is connected with eye contact and the most important time to gain eye contact is at the end of every sentence or when your customer is saying something important. Humans love it when we access different memories or areas of their brain by looking away but end their sentences with direct eye contact. It's by doing this the message becomes powerful.

Strengthening Bonds - Mirroring a customer’s movements, such as adopting a similar posture or matching their energy level, fosters an instant sense of rapport. This subconscious alignment builds familiarity and trust, which are essential for developing long-term customer relationships. This is a great way to instantly help customers feel at ease with you. Shoppers who feel connected to a like minded staff are more likely to spend more and return for future visits. The lower lid flex as it's known is a powerful way to show you are really listening and interested. Ever seen male models do this? Well there is a reason, this squint or blue steel is a lower lid flex that signals they are really focusing on something and humans absolutely love when someone is lower eye flexing at us because it means you are really trying to understand me. So in retail a little lower lid flex in moderation can send a very powerful cue.

Why It Matters

Gestures and body language serve as the unspoken glue that holds human interactions together. Customers rely on these cues to gauge sincerity, trustworthiness, and engagement. Effective use of non-verbal communication not only improves the shopping experience but also drives tangible business results, stronger customer loyalty, and increased brand advocacy.

The reality is that appropriate body language can make a tangible difference in sales performance. A salesperson who uses engaging gestures and is self aware will make customers feel welcome, acknowledged and valued. Whether it be highlighting product features or sharing a compelling story will literally captivate customers and drive rich experiences and purchasing decisions. Research from PwC reveals that 73% of consumers consider customer experience a critical factor in their buying choices and this could not be truer in the luxury space where only 8% off all luxury purchases are fully completed online. Sales associates in this space play a major role in the decision process to validate feelings and emotions required by customers.

Furthermore, observing customer body language helps staff adapt their approach. Hesitation or disinterest in a customer’s posture, for example, signals the need to adjust the approach or offer additional assistance.

The Cost of Poor Body Language

I don't think I need to state it but I will. Ineffective or negative body language can have severe consequences. Crossed arms, lack of eye contact, or disengaged behaviour may alienate customers, costing valuable business opportunities and creating bad experiences that will likely be shared amongst the customer's friends and family. A report by the Institute for Customer Service estimates that ineffective communication contributes significantly to the £7.5 billion annual loss in UK retail sales due to poor service.

Overly exaggerated or half-hearted gestures can also harm interactions. A salesperson who appears disinterested risks losing a customer’s trust altogether or creating doubt which is very hard to repair, while excessive gestures will come across as unprofessional, untrustworthy or create a different signal altogether.

Who to Build Better Communication in Retail

Improving body language skills among retail staff doesn’t require drastic measures. Most of the time it's simply self awareness and being armed with the tools to excel. Structured training programs and ongoing support will always make the significant difference:

1. Workshops: Host sessions to teach staff about the importance of non-verbal communication, including practical exercises.

   
   

2. Feedback Loops: Encourage self-assessment and peer reviews of body language during customer interactions.

   
   

3. Role-Playing: Provide scenarios for employees to practice engaging gestures and adaptive techniques.

   
   

4. Recognition Programs: Reward staff who demonstrate exceptional communication skills to motivate others.

Fostering Genuine Connections

Retail is all about building human connections to enhance positive feelings and the experience. In an era dominated by technology, customers increasingly value and almost crave authentic and meaningful interactions. According to American Express, 60% of consumers are willing to pay more for a better experience, highlighting the financial benefits of prioritising non-verbal communication.

Investing in and learning about body language not only empowers employees but also enhances customer satisfaction. Research by Gallup shows that businesses with engaged employees see a 21% rise in profitability. When retail staff connect meaningfully with customers, it creates a ripple effect—better experiences, stronger loyalty, and higher sales. That's not to mention the feelings, sense of belonging and purpose it gives your staff in return.

Gestures and body language are far more than simple tools—they are the lifeblood of effective retail communication and connection. By learning and mastering these skills, retail teams can create welcoming environments, build trust, and deliver exceptional experiences that not only drive sales but foster true customer loyalty regardless of where they are at on their path to purchase. With thoughtful investment in training and awareness, retailers can and should harness the power of non-verbal communication to create a more human-centred shopping experience, ensuring both customers, staff and businesses thrive.