Sales Associates Are Evolving to Become the New Rising Stars of Retail

The role is moving out from behind the cash registers to digital brand ambassadors

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As recently as the 1990s, one of the areas where retailers excelled was high-touch customer service. Then came the aughts.

“I think we went through this period in the early 2000s where companies were pulling sales associates out of the store because they were trying to save money and reduce costs. And then ecommerce came,” said Cate Khan, co-founder and chief strategy officer of social shopping platform Verishop.

Service, however, was a way these traditional players could get a leg up over ecommerce brands.



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This story first appeared in the Sept. 13, 2021, issue of Adweek magazine. Click here to subscribe.