What:  The pandemic has deeply changed the role of sales associates in retail stores (especially in luxury)

Why it is important:  Their new role is not just a matter of them adapting to new demands: it is all about the company changing and evolving towards a new vision. In other words, the sales associates role’s transformation should only be an echo of the broader notion of purpose the retailer develops.

It is commonplace now to say that the role of sales associates in stores have expanded since the beginning of the Covid-19 pandemic: everyone now has a personal shopper, who acts at the same time as a service provider, an expert on the product, and a bridge with online sales channels when needed.

According to Doug Stephens, a consultant, sales associates are here to provide what customers can not find online: experience and expertise. They can be reached via Whatsapp, emails, texts, calls (the best illustration being the Call to Deliver initiative from SM), and are expected to collect data as well as being super charismatic.

This has a cost in terms of pressure on teams and ability to staff stores, leading to a necessary reevaluation of the situation: new outfits (more comfortable uniforms), new compensation package, as well as new metrics, such as digital purchase intent, percentage of online orders fulfilled by the store, returns, and not stick to old world ones such as sales density, footfall, etc…

However, such an upgrade also requires having the right tech to make the most of these new teams.

Within IADS members, Magasin du Nord is currently leading a real-time experience by stripping sales associates from their role to cash in purchases, and dedicate them to services and advice.

The Long View by Vogue Business Luxury’s new sales professionals