Sony will be sending out representatives to retailers to help promote PlayStation Vita. Their name: PS Vita Masters.
PS Vita Masters will be stationed at select game shops from tomorrow (2/25) through April 1. They'll help you out if you're not sure about buying a Vita, and will explain things like 3G, non-game applications, and recommended peripherals.
See the PlayStation Vita Experience page for a list of shops where PS Vita Masters will be stationed.
So how do you tell who's a PS Vita Master and who's just some regular old Bic Camera employee? Just look for this official shirt: