Abstract The realization of channel multiplicity is increasingly present in retail exchanges. Retailers understand that consumers may seek information in one channel and complete their purchases in another channel. Researchers have labeled this retailing concept as “showrooming.” Showrooming suggests that retail salespeople may provide information, services, and suggestions that generate retail sales revenues at another time in another place. While they likely mediate exchange value, retail salespersons’ contributions to building sales revenues and customer relationships may be difficult to measure. The degree of value engendered in the retail sales role set is associated with product and transaction complexity. As such, retail sales functions may range from highly transactional (i.e., facilitating a transaction) to highly relational (i.e., building retail patronage). This article proffers a taxonomy of retail salespeople based on sales role sets: Companions, Consultants, Clerks, and Closers. Managerial recommendations are provided for measuring retail salesperson performance in an omni-channel marketplace.

中文翻译：

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收益递减的悖论：B2C 销售专业人士估值的衡量和指标

摘要 渠道多样性的实现越来越多地出现在零售交易所中。零售商了解消费者可能会在一个渠道中查找信息并在另一个渠道中完成购买。研究人员将这种零售概念称为“陈列室”。陈列室建议零售销售人员可以在另一个时间在另一个地方提供产生零售销售收入的信息、服务和建议。虽然他们可能会调节交换价值，但零售销售人员对建立销售收入和客户关系的贡献可能难以衡量。零售销售角色产生的价值程度与产品和交易的复杂性有关。因此，零售销售职能的范围可以从高度交易（即促进交易）到高度相关（即，建立零售赞助）。本文提供了一种基于销售角色集的零售销售人员分类法：同伴、顾问、文员和售货员。提供管理建议，用于衡量全渠道市场中零售销售人员的绩效。