Utilising retail employees as models and influencers for channel integration

Purpose This study discusses how the strategic use of employees can contribute to retail channel integration. It examines the innovative “Employee as Model and Social Media Communicator (EMC)” strategy by Japanese fashion retailers, in which store staff act as both models and social media communicators to connect online and offline customer engagement. Design/methodology/approach Applying a grounded, exploratory design, this study combines descriptive analysis of leading Japanese fashion retailers' websites with interviews with industry participants. Data were analysed through open coding and complemented using Latent Dirichlet Allocation topic modelling to identify key themes and company variations in strategy implementation. Findings Results indicate that the EMC strategy contributes to enhanced authenticity, customer trust, and engagement across platforms, increasing both online conversion rates and in-store visits. While companies differ in centralisation and provision of incentives, staff social media engagement can enrich employee roles if properly implemented. Practical implications The EMC strategy offers insights for retailers aiming to humanise omnichannel experiences, strengthen customer relationships and enhance employee motivation. Proper training, incentives and organisational support are critical alongside the adjustments to local market and industry conditions. Originality/value This research contributes to omnichannel and retail labour literature by presenting a novel, human-centred model that connects digital influence, store work and customer experience.