Reinventing the role of the sales associate: experience at the heart of the brand

Once a mere executor of commercial transactions, the sales associate has become a key player in the customer experience. In the age of the experience economy, physical retail spaces must offer more than just a product: they must tell a story, offer immersion and create a genuine emotional connection with the brand. Gone is the traditional sales consultant – welcome the expert, the passionate storyteller, the curator of experiences.

A new paradigm for retail spaces

A physical store can no longer be just a place to consume. It is transforming into a living space, a stage where the shopper does not simply purchase a product, but experiences a brand universe. To embody this transformation, the role of the salesperson is evolving. Rodolphe Bonnasse, author of *40 Retail Innovations: The Era of Customer Experience, highlights the emergence of new job titles that reflect this shift: consultant, expert, even artisan.

The Starbucks in Brooklyn is a perfect example of this transformation. With 95% of its employees coming from the local community, the store is moving beyond just serving coffee – it is becoming a meeting place, a community hub where employees organise conferences and cultural events. Far from being just baristas, they are ambassadors of a vibrant social ecosystem.

When salespeople become experts

• The consultant: guide and advisor

More than just a salesperson, the consultant is a guide, a specialist who can guide and advise customers based on their specific needs. At The Tree House in Austin, Home Performance Consultants help optimise the energy efficiency of homes. At MUJI’s flagship store in Singapore, Interior and Styling Advisors offer a minimalist, calming approach to home design. At Pirch in New York, Lifestyle Experience Consultants allow customers to test showers in a real-life environment, while at Normal, Hearing Consultants design custom earphones to meet individual needs.

• The expert: the embodiment of credibility and expertise

There is a world of knowledge behind every product. The Expert does not just sell; it conveys a culture and technical mastery that reinforces the brand’s credibility. At Lu Ming Tang, Tea Masters introduce customers to tea-infused skincare products, while Jason Markk’s Sneaker Experts in San Francisco restore and maintain sneakers as prized possessions. At Starbucks Reserve in Seattle, alchemists turn coffee brewing into an immersive and educational experience.

• The artisan: merging technical expertise with customer experience

Some brands are taking this concept even further by employing true artisans who are trained in their craft before learning sales techniques. In Quebec, IGA’s Rooftop Farmers grow and sell their own produce directly in-store, bringing a hyper-local and sustainable dimension to grocery shopping. At the Brompton Club House in Barcelona, Brazers, master craftsmen, personally engrave their initials on every bike they build, reinforcing a sense of exclusivity and craftsmanship.

A necessary evolution for the future of retail

These new approaches are not just passing trends, but strategic imperatives. The salesperson becomes the living embodiment of the brand, its most powerful ambassador. Their role extends beyond selling to making connections, telling stories and bringing the brand’s DNA to life.

As Estefania Larranaga and Lucie Soulard point out in Retail Facing New Consumer Trends: Adapt or Disappear*:

“The salesperson has evolved from a transaction facilitator to a manager of personalised customer relationships.”

In a world where experience trumps ownership, brands that successfully transform their sales teams into storytellers and inspiring experts will gain a competitive advantage.