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29.09.2021 | 4 minute read

Eyez on new profession: product streamer

“…the human connection established between experienced sales assistants and customers is a brand’s greatest differentiator and essential for customer retention. But how can brands put humans first? By bringing back the role of the sales assistant in sales.”

The retail industry is going through a radical digital transformation. Starting with the widespread use of the Internet over two decades ago many businesses are still trying to catch up as the online world is becoming more complex and competitive with Big Data, AI and now metaverse being created right around the corner. A lot of traditional brick and mortar businesses, especially the large ones, are still struggling – it’s not easy to compete with the digital native ecosystems and brands, where social media and marketplaces play the leading roles.

“As brands push to win the ecommerce race, the role of the most influential people in sales, sales assistants, is at the risk of extinction.”

With competition getting fierce, brands have no choice but to embrace new technologies and discover new ways to reach their customers in this complex omnichannel world. One of the hottest trends is live commerce, originating from China, it has quickly gained in popularity worldwide. Mostly used in the one-to-many format, what we call teleshopping 2.0, it connects businesses with potential customers using influencers, which help drive website traffic and reach a bigger audience. As brands push to win the ecommerce race, the role of the most influential people in sales, sales assistants, is at the risk of extinction. Thousands of shop assistants are losing their jobs at a rapid rate, as businesses keep shutting down their stores: in 2020 a record 12,200 US stores closed and almost 10,000 chain stores shuttered their retail locations in Great Britain.  Businesses are shifting their focus to online, driving traffic from their brick-and-mortar stores to online, where their customers are being greeted by AI-powered chatbots and a huge variety of influencers selling via livestreams whatever they were paid to sell. We believe this is a mistake. 

“eyezon is transforming the profession by making the role of a sales assistant valuable in the new era of omnichannel sales.”

Putting humans first in the digital era is eyezon’s core value. We believe the human connection established between experienced sales assistants and customers is a brand’s greatest differentiator and essential for customer retention. But how can brands put humans first? By bringing back the role of the sales assistant in sales. The people who know the business best, the true product experts and brand advocates, the overlooked influencers. eyezon is transforming the profession by making the role of a sales assistant valuable in the new era of omnichannel sales. And everybody wins. The use of sales assistants, people who genuinely love their profession, results in better customer shopping experiences which drives sales conversions. 

eyezon connects sales associates with customers through one-on-one on-demand live streaming. Creating the perfect environment for a personal, emotional storytelling connection between those who want and love to sell with a completely new breed of online omnichannel customers. 

“The role of a sales assistant must evolve to fit into the new reality if businesses want to continue forming meaningful relationships with their customers.”

In the digital era, we think the role of a good salesperson in an omnichannel business is more important now than ever before. And our clients agree. In response to positive customer feedback and high conversions from stream to sales, some eyezon clients have tasked their HR team in hiring “product streamers.” These employees are hired for their strong soft skills, a fluency in social media and the ability to act confidently/naturally in live formats.  These brands have embraced the role of ecommerce in their business offering and recognized the value in creating personalized online shopping experiences. 

Being a salesperson is one of the oldest professions in the world and cannot be replicated by influencers or robots. Technological innovations are created with humans in mind but let us not forget that even the most advanced technology can’t come close to the intimate connection established between two humans. The role of a sales assistant must evolve to fit into the new reality if businesses want to continue forming meaningful relationships with their customers. You hired them for a reason. The best face of your brand is the one you and your customers already know.