In the last couple of years, retail business has changed immensely and retail salespersons have diverged from their traditional approach. They realized the importance of innovations and knowledge as the key factor for doing successful business, thus they constantly try to maintain their competitive advantage in order to achieve financial stability. Considering the unlimited availability of information in modern world and the fact that customers have never been more informed, communication is the only activity for making and maintaining relationship between salesperson and customer. For that reason, the aim of this paper is to examine the effect that integrated marketing communication has on the customers’ perception of the salesperson and to link the secondary with the empirical research, in order to understand actual customers’ attitude. First part of the paper represents secondary research, using the listed literature, in order to explain the communication program which the salesperson needs for achieving his / her goals. In the field of modern commerce, the importance of marketing communication became extremely important, thus creating a new concept – integrated marketing communication (IMC), which is also the central theme of this paper. IMC includes coordination of all marketing activities, where the objective is achieving the synergic effect. One of the basic objectives of integrated marketing communication is the creation of the salesperson’s image, which is highly important for achieving customer’s loyalty. Retail competition has never been stronger than today, so creating the brand becomes one of the most valuable forms of intangible property and it has direct influence on the increase of the income, profitability and general power. Results of the empirical research show the influence IMC has on the economic growth of the salesperson. Customers’ attitudes can be both positive and negative and, more often than not, they are not loyal to the salesperson, which is the result of accessibility of the information.