How “associate-first” learning drives more sales and satisfaction
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This document discusses how an "associate-first" learning approach that prioritizes training store associates can drive increased sales and customer satisfaction. It notes that shoppers rank store associate knowledge as the most important factor for a positive shopping experience. However, many retailers are not effectively training associates. At Home, a home decor retailer, shifted to focus more on associate learning and saw associates' knowledge increase by 14% on average. They also saw improvements in other key metrics like reducing turnover. The document advocates for a learning model that provides associates training at the point of need on mobile devices. This approach can help retailers better execute their strategies and ensure associates have the right knowledge to boost the bottom line.
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How “associate-first” learning drives more sales and satisfaction
- 1. How “associate-first” learning drives more sales and satisfaction November 15, 2016
- 2. Agenda • The State of Bricks and Mortar Retail • The Bottom-line Impact of Knowledgeable Store Associates • At Home’s Shift • A New Model: Turning Store Associates into Bottom-Line Boosters • A Peek Into Future Carol Leaman CEO, Axonify Mandy Monk HR Executive, At Home
- 3. The state of retail
- 4. The smart shopper 85% Prefer to shop at a physical store 4.7HRS 72% 2/3 On their smartphone everyday Perform research before heading into the store Check prices on their smartphone while in-store
- 5. 84% of shoppers believe that retailers should be doing more to integrate their online and offline channels … so they are. Rise of the smart store STORE APPS BEACONS SMART SHELVES/CARTS VIRTUAL REALITY STORE ANALYTICS RETAIL’S MAIN EVENT: BRICK & MORTAR VS. ONLINE, RETAILNEXT
- 6. The overlooked secret weapon? The store associate Shoppers rank store associate knowledge as the single most important factor to making the store shopping experience better. PWC, TOTAL RETAIL SURVEY, 2016
- 7. 71% of shoppers feel that the retail associate isn’t knowledgeable or helpful. And so the knowledge balance is getting worse. RETAIL’S MAIN EVENT: BRICK & MORTAR VS. ONLINE, RETAILNEXT
- 8. Something doesn’t add up THE CORPORATE LEARNING FACTBOOK 2014: BENCHMARKS, TRENDS, AND ANALYSIS OF THE U.S. TRAINING MARKET, BERSIN BY DELOITTE 2015 TRAININGINDUSTRY $130B Spent on training per year $702Spent on each employee per year Hrs54An employee spends training
- 9. Not enough 34% Don’t receive any training 48% Receive training only a few times per year 58% Training isn’t effective 57% Boring and they forget what they learned Needs improvement AXONIFY IPSOS REID RESEARCH
- 10. The business impact is huge Store operations and L&D must own the learning problem together SVP STORE OPERATIONS Dollars Per Transaction Customer Satisfaction Safety Incidents Customer Loyalty Shrink Onboarding 70% Gallup Disengaged 66% Hay Group Turnover
- 11. POLL: What is most important to you? A. Increasing Conversions and Dollars per Transaction B. Increasing Customer Loyalty/Satisfaction C. Speed Associate Onboarding/Reduce Onboarding Cost D. Reducing Safety Incidents and Shrink E. Reducing Turnover
- 12. What associates want learning to look like 70% learning that’s short, non-disruptive and consumable 76% more regular and frequent training 88% Fun and engaging 92% Personalized and relevant to them AXONIFY IPSOS REID RESEARCH
- 13. Best-of-breed retailers are innovating associate knowledge AXONIFY IPSOS REID RESEARCH 54% Safety Incident reduction 2More vehicle sales per month 90% Onboarding time Reduced 55% Shrink reduction
- 14. Who is At Home? Home Décor Superstore 14 • Large Scale Format • Unparalleled Assortment • High Growth 5
- 15. 15
- 16. Why A Modern Approach to Associate Training?
- 17. The Switch… to At Home 17
- 19. What Have We Achieved? 19 Knowledge Lift Correlation Participation Average knowledge levels increased by 14% Those who participated between 20 – 30 times per month had an average knowledge lift of 18% Participation levels average 92% Training frequency is 2-3 times per week
- 20. How do results show in our business? 20
- 23. A New Model: Turning Store Associates into Bottom-Line Boosters
- 24. The Store Associate • Unconnected – no desk, corporate email • Busy on-the-floor dealing with customers • More to know than ever before (smarter shoppers, dynamic promotions, safety) • Have grown accustomed to point-of-need access (thanks to mobile devices & Google). • Traditional tools just aren’t delivering • A lean, do more with less reality - competing demands for labor hours • Low store associate engagement and participation in learning. • When store associates don’t know & do the right things, that costs retailers big money. • Struggle to tie learning to behavior change and bottom-line impact. The Modern Retailer
- 25. Omni-channel Strategy Execution Sales/upsell and In Store Conversion Techniques Onboarding/ Fundamentals Leadership and Talent Growth Customer Satisfaction/ Loyalty Techniques Marketing/ Promotion Activities Safety and Compliance Shrink/Loss Prevention Deep Product and Competitor Knowledge Messages from-the-top, Brand/Culture How do you get all of this knowledge into an associates head? Store Associates
- 26. For the first time ever, retailers can measure the impact of their learning efforts on knowledge growth through to associate behaviors and ultimately your bottom-line. Axonify focuses on driving associate knowledge, ensuring that they have what they need - in their heads or at their fingertips - to effectively do their jobs.
- 27. Starting with the End
- 28. Starting with the end
- 29. Starting with the end
- 30. Starting with the end
- 31. Starting with the end
- 32. A dollars per transaction example: shoe retailer Increase attach rate of Shoe Protectant with every shoe sale from 6% to 15%
- 33. A dollars per transaction example: shoe retailer 1. Ask customer whether they have appropriate shoe protectant 2. Describe benefits of shoe protectant 3. Highlight shoe protectant promotion Increase attach rate of Shoe Protectant with every shoe sale from 6% to 15%
- 34. A dollars per transaction example: shoe retailer 1. Ask customer whether they have appropriate shoe protectant 2. Describe benefits of shoe protectant 3. Highlight shoe protectant promotion Increase attach rate of Shoe Protectant with every shoe sale from 6% to 15% Did they demonstrate knowledge on both upsell techniques and shoe protectant benefits and promotion?
- 35. A dollars per transaction example: shoe retailer 1. Sales Upsell Technique 2. Shoe Protectant Positioning and benefits learning and reinforcement modules Did they demonstrate knowledge on both upsell techniques and shoe protectant benefits and promotion? 1. Ask customer whether they have appropriate shoe protectant 2. Describe benefits of shoe protectant 3. Highlight shoe protectant promotion Increase attach rate of Shoe Protectant with every shoe sale from 6% to 15%
- 36. Exclusive to Axonify: Axonify Learning Model™ The perfect combination of:
- 37. • Where they need it • When they need it • How they’d like to access it Learning at the point of need
- 38. A peek Into the future: The Employee Knowledge Platform for retail
- 39. Fuel your people + Power your organization | 39
- 40. Fuel your people + Power your organization | 40
- 41. Fuel your people + Power your organization | 41
- 42. Fuel your people + Power your organization | 42
- 43. Fuel your people + Power your organization | 43
- 44. Fuel your people + Power your organization | 44
- 45. Fuel your people + Power your organization | 45
- 46. Fuel your people + Power your organization | 46
- 47. Fuel your people + Power your organization | 47
- 48. Fuel your people + Power your organization | 48
- 49. Fuel your people + Power your organization | 49
- 50. Fuel your people + Power your organization | 50
- 51. Fuel your people + Power your organization | 51
- 52. Fuel your people + Power your organization | 52
- 53. Axonify’s promise is simple. It’s to make your store associates more knowledgeable, so that they can perform better and your organization can fully realize its potential. Fuel your people + Power your organization | 53
- 54. will power the retail store of the future Associate knowledge
- 55. How “associate-first” learning drives more sales and satisfaction Q & A
- 56. Attend our retail leadership panel discussion: The Future of Store Associate Training Visit us at Booth #719! Not registered? Retailers can use the Axonify Invitation code and register for free! Invitation Code: 2803 Booth Number: 719 Date: January 16 Time: 1:30 – 2:30 Location: Level 1 Expo Room 1
Notas do Editor
- The problem lies with a challenging workforce and broken learning.
- Who is At Home: Home décor superstore 35 year old start-up company; formerly Garden Ridge 122 stores in 28 states; domestic only Approximately 3,200 employees Big box store approximately 120,000 square feet More than 50,000 unique items across the home décor space High growth potential within next 5 years
- What did the change to At Home mean? It was a big rebranding effort that required a total transformation of the organization. Not just new values and mission but a change in strategy, customer, product, etc. It was like starting a new business from the ground up yet we had a 35 year history. At Home’s rebranding effort changed who we were and who we wanted to be, changed who our typical candidate was, who our customer was, and what products would we sell. The new Vision and Mission is to become the leading home décor retailer enabling everyone to affordably make their house a home. Obviously, this type of change required much communication and training for everyone to make the shift.
- We needed to take a different and more modern approach to training due to our different business model. Our business model is framed by one of the leanest labor models in the retail industry. However, we are a Big box environment so we needed a different approach to service and training Our service model is similar to a grocery store. There are people to help but they aren’t sales people following you around to upsell product. It is more of a Self-service approach. With regards to Axonify, we started small with operations leading it with with Safety content (this was prior to the brand transformation)…Everyone wants to be safe in their work environment so it was like Maslow’s Hierarchy of Needs focus on their critical needs first. After rolling that out and seeing high participation rates, we had buy-in from operations leadership and team members asking for more.
- So we gave them more in the form of training to support the Brand Change….Then we moved things to HR to lead so the focus on the brand transformation. We needed training around values and orienting to the new brand. The At Home team did a road show, we had every person in the organization go through a new Orientation to the company. Now this is probably similar to what many of you might have done in our shoes too. However, we needed this to stick and quickly! We couldn’t afford to do more on the floor training around this and we needed the business to continue running. SO, we added reinforcement questions in Axonify so that Team Members could see it every day and continue to close the knowledge gap on our new brand and the new values of the company. We had 100% completion of all parts of this within 30 days…More than 2000 people…
- With more content, we had to really look at our learning philosophy. This is something that I have been “preaching” for quite some time. You can’t teach people everything they need to know. As you know they just won’t retain everything you teach them at one time. So the best you can do is help them where they can find what they need to know when they need to know it. Blended learning is a great way to accomplish that. Well, many of you are probably saying that your learning teams are doing that. However, I have seen in the last 15 years retail training go from big manuals in the back office to all elearning, which is nothing more than reading on the screen what was in the manual. The cost and time to develop that didn’t really help that much. Now, is the next stage… What we found is that short bursts of learning in an elearning module just in time when they need it – we mean short like less than 10 minutes….not always automatically assigned. And how they design the training is critical. If it isn’t grabbing their attention initially and having them interact with the content on the screen (ok, beyond clicking next) then they need to rethink their design. We are doing interactivity like identify what’s wrong with this picture…Or with scanner training having them identify the content from images for what the scanner is showing. Interactivity is KEY to retention!!! We are using Axonify to help us through this new way of the modern learner. Let me show you how our participation rates look today.
- Our participation rates are 92% on average. This is 3000 employees accessing content 2 to 3 times per week and increasing their knowledge levels by 14%. This is better than any training metric I have seen in a long time. We make it easy for them to access on machines in the breakroom, mobile devices, at home, etc.
- The Business Results show in our metrics a few different ways. Since we started with safety, we noticed a reduced number of incidents and team members knowing what to do when an incident occurs. They know how to handle critical situations. Through a very interactive module on Store Security, we teach our team members what to do with theft and other types of situations like that You are probably wondering how we know it is working. Well, I have an example. Not a good story in the sense of business but good from a training perspective. One of our stores was robbery at knife point. The Store Director was not working that shift although there was a manager on duty. The incident turned out OK and no one was injured but we received several messages from the managers of that store along with a few team members who said Knowledge on how to handle critical situations – Example robbery situation Supports Career Progression – increased internal promotions No increased labor – after new hire…short bits of learning every shift More consistency with training and onboarding – time and content
- Knowledge focus over participation Focus is on closing the knowledge gap versus did you complete the training. This is a different type of conversation and approach to learning. As you know, training completion doesn’t mean they closed the knowledge gap. This includes reinforcement questions, short training modules for ongoing development. Business Metrics focus – talk the talk with your business especially operators by using more business metrics to evaluate the knowledge gap and training. This is not the same as the traditional smiley sheet. We still care if people like the training but at the end of the day the question is did it impact performance or the business. Career path and life long learning… A Knowledge focus can still lead to a career path and honestly ties more closely with the concept of life long learning. As a business this is important as you can reduce speed to productivity greatly by training people along the way so they are ready and trained to move into a role before the shift and can therefore hit the ground running.
- Our journey is far from over but we are headed in the right direction to support the modern learner and the ever changing workforce along with their needs.
- Modern Worker: Concept of the Modern Worker coined by Bersin as a Modern Learner and we at Axonify have adopted that to improve our product A lot of technology in our hands; a lot of information bombarded at us on a daily basis Today more than ever, people are used to looking up information/knowledge in a specific way at home – and we expect to have that same quick access at work but traditional tools or systems in place at work just won’t allow for that (ex: some employees not allowed to go on Google, instead the employer wants them to use the traditional learning tools and this forces them to sift through potentially hundreds of items to find information that could’ve been acquired using a quick search). Modern Organization: Organizations are requested to be more lean – to do more with less resources and less information. Many learning environments/departments struggling to tie the benefit of learning/ROI of learning to what’s actually happening in the business and how that’s changing behaviour. Low participation because of the traditional tools (ex: not fun to use, so people are not inclined to keep on using them) – costing organizations a lot of money
- How do we achieve that great participation rate and the actual transfer of knowledge? We use a combination of 3 components: 1) Gamification: the reason why people come back voluntarily so often and why we’re looking at amazing participation rates of 80%+. Gamification to us means a number of things and it’s a choice of a number of elements: -Gameplay: if the organization allows it, we allow employees to play small video games. -Leaderboards -News feeds -Prizes & Rewards if the organization allows, the combination of some of these elements appeal to a wide variety of audiences. Ex: gameplay might apply to a small subset and prizes to another, the combination of all elements drives participation rates higher. 2) Adaptive Learning: adapting to the individual employee. While a number of employees may all start learning the same topic at the same point in time, the platform identifies the knowledge gaps for each individual employee as they use the platform. Thanks to the platform’s capability to monitor individual progress on an ongoing basis, it can then adapt to the individual in order to bring back, more frequently, the information that they have the biggest gaps on and tries to close those gaps. 3) Brain Science: i. Retrieval practices: we teach information not only by the traditional means of providing information for the employees to read and browse through but more importantly we teach information via questioning format. Brain science and research has shown that, and we’ve proven it ourselves with all of the data surrounding us, that information is transferred into long term memory much more quickly and permanently if people are learning by answering questions vs simply reading it (ex: we probably remember the home phone number of our parents’ house not because our parents shared that number with us 100 times but it’s because we had to provide it to people when asked those types of questions multiple times – meaning we had to go recall that phone number from memory more often than just once. The first few times we obviously struggled but over time, and every time we answered that question, we cemented that into long-term memory, to the point where we might never forget it. Questioning is a very important part of long-term retention. ii. Spacing: there is spacing that is optimized for individuals to remember information for different periods of time. We have optimized our spacing of the questions such that we make sure that people can at least remember for the year, and as people stay in their current jobs and job functions over multiple years we bring back the first pieces of information they learned to reinforce it over those years. iii. Confidence-based assessment: when we ask employees those questions, we then ask how confident they are with their answer. There is a concept in learning & memory called Encoding. There are a number of types of Encoding, and you probably have experienced it as some point in time. There is Encoding where a smell that we pick up walking down the street can remind us of something when we were younger, or a visual cue instead of the smell. Those are examples of memory Encoding. Confidence-based assessment is meant to trigger an emotional response as an Encoding, where employees will now feel like they want to go back through the questions and answers again and maybe run through the process of elimination, and that emotional response Encodes out of that experience into your long-term memory. Thus, the employee will find it easier to act on their knowledge when they need it for a real work situation. So those are the main components of WHY our platform works: why we have such a high participation rate, why we have a great retention of knowledge and top-of-mind.
- The application is available on a number of devices. It is an HTML5 SaaS platform that runs on any browser (Internet Explorer 7, Safari, Firefox, etc.) We also have a mobile application that works on iOS and Android, Windows and BlackBerry browsers, and it even works on Point of Sale (POS) systems. Thus, it is extremely accessible and flexible.