Instead of furloughing retail staff as many brands have done during the pandemic, women’s activewear brand Exotic Athletic has enlisted its store staff for doing live videos on social media to drive online sales.

For Exotic Athletica, their retail staff serve as the link between their online and offline brand, and their employees exhibit optimism as well as knowledge in their livestream and video efforts, making it easy to engage customers and drive conversions. This is a company that has invested in its employees and found a way to shift staff operations to be better equipped for the digital-forward future. They have recognized that the retail sales associate’s job can evolve, and as of now are implementing the roles of online marketing.