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Kate Spade redefines the retail store associate role in a very thoughtful approach

Fashion retailers' new job titles and job requirements reflect how deeply it believes everyone at Kate Spade is a brand ambassador.

September 16, 2015 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com

There is much discussion these days on how the retail employee — whether it’s the attendant in the dressing room, the check-out cashier, associates assisting customers seeking a specific item or the stealthy security person keeping a watchful eye out for potential shoplifters — is a retailer’s brand ambassador and an individual reflection of the brand.

And some brands, such as Kate Spade, are taking the brand ambassador aspect pretty seriously. All you need to do is look at its online job ads and what you’ll see immediately is that the fashion retail icon isn’t calling a store associate a store associate any longer.

The job title is muse, or senior muse.

For the clearest view of what Kate Spade is aiming for in changing up the traditional job title of "store associate" one only has to take a look at the job responsibilities listed out in current job openings.

Here’s the initial job skills for ‘muse’: 

client & service expert:

achieves individual sales goals

develops strong product knowledge across all categories

the sales associate is responsible for ensuring exemplary customer service by delivering the ultimate kate spade experience

able to develop a personal clientele through effective use of the selling skills, proactive client outreach and use of client book

building brand equity:

understand and communicate the kate spade aesthetic, brand philosophy and lifestyle to the customer

demonstrate interest and ability to work as part of a team

Here’s part of the job description for senior muse:

client & service expert:

expertise in the development of a clientele

model and lead the team by developing a repeat business and maximizes sales through proactive client outreach

build and maintain new/existing client relationships and has a strong, productive client book

maintain clientele and thank you note standards

demonstrate strong use of selling skills

leadership presence:

achievement of personal sales goals

educate team on sales plans, personal sales goals, store stats and drives team to achieve them

ensure the highest level of service is provided to all customers through extensive product knowledge and the completion of product profiles

foster a team environment by creating a fun, competitive, inviting atmosphere

building brand equity:

understand and can communicate the kate spade brand aesthetic, brand philosophy and lifestyle to the sales team and customer

ensure brand and operating standards are met to support brand consistency

ensure store presentation standards are achieved and maintained

There is even a seasonal production muse: The seasonal stock associate supports the brand by providing operational excellence in the stores and offsite/warehouse to elevate the customer experience and drive store productivity.

What Kate Spade is doing is ensuring its brand philosophy, and the customer experience it wants every consumer to experience, is well engrained in its workforce and throughout the workforce that touches upon the consumer experience.

No, it’s not a cutting-edge approach as Apple did it a bit from the start of its retail strategy with its "Genius" staffers and Walmart took a slightly similar approach with its "Greeters," and there is the Geek Squad staff at Best Buy.

But this is clearly a deeper commitment, a much more strenuous strategy by Kate Spade and I believe it will not only pay off in terms of enhancing the customer experience, it’ll teach company employees some pretty exceptional, and valuable, retail skills, which will foster their retail careers.

After all, as Merriam-Webster defines muse — to think about something carefully or thoroughly, to think or say (something) in a thoughtful way — being viewed as a muse, or being helped by a muse, are both nice scenarios.

About Judy Mottl

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Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.

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