What: Remote work has become the norm for millions of people. Now, retail store associates are eager to join the revolution — and their employers are scrambling to make it a viable option.

Why it is important: The labour shortages are forcing fashion firms to rethink strategies for hiring and retaining workers in low-paying, low-mobility jobs. New technologies, including the growing use of social media and live streaming to sell clothes from stores, are helping some retailers lay the groundwork for associates to work virtually.

In the past two years, both Nordstrom and Neiman Marcus have launched apps that allow their sellers to send messages to customers, share product recommendations and complete their purchases. The apps proved their worth during the pandemic’s early days when they allowed some sales associates to avoid furloughs and connect with consumers online.

With widespread adoption still a ways away, store associates most often use remote selling apps from their brick-and-mortar stores themselves. At Neiman Marcus, some stores have been redesigned with “terminals” and other built-out spaces in the backroom where associates use tablets and cell phones to chat with customers, host styling sessions and even execute sales transactions without stepping foot on a sales floor.

Retailers are also increasingly experimenting with livestreaming which will account for USD 26 billion by 2023 in the US. On the landing page for certain products on its e-commerce site, Nordstrom features videos of sales associates describing the feel and fit of a garment, even offering styling advice.

Retailers are also encouraging associates to embrace an influencer mindset. Neiman Marcus is piloting a program to formalise the social media content processes for style advisors. If retailers were to formally require store associates to post on social media, they may need to update their compensation packages accordingly. They will also need to invest in teaching workers to take on these tasks.

Even as some retailers experiment with remote work for sales associates, complicated challenges around compensation, scheduling and company-specific needs mean the industry still has a ways to go before it’s a widespread reality.

Can store associates work remotely?