Learning and development in the retail industry brings its own unique set of challenges: this is a workforce that is not desk-based, often with complex and changing shift patterns, and includes temporary staff. But that workforce still needs training – let’s see how elearning can be the answer.
Whether we’re talking about customer service employees with online retailers or shop floor staff in large retail stores – your goal is the same. Well-trained, engaged and motivated employees who’ll deliver a great customer experience as a result.
Here are four ways elearning can help retail organizations to upskill and train employees.
4 retail staff training ideas
1. Scenario-based sales training
When you introduce new products, you need employees to not only get to grips with those products but also be able to sell them to your customers. Product training itself isn’t always enough, and that’s where scenario-based elearning comes in: bringing the content to life and putting the product knowledge into context.
Click for a demo of how this can work (for both shop-based and call centre sales staff), and keep in mind:
- Scenarios don’t need to be complex; even the simplest scenario turns a fact-checking quiz into a more challenging test of the user’s ability to apply the learning in context.
- You can direct the learner back to the product information if they don’t respond well in the scenario, reinforcing the learning further.
2. Point-of-need performance support
Sometimes, though, you don’t want to take retail staff away from the shop floor to learn about new products. Imagine a store where the stock changes regularly, though not drastically – like a shoe shop. A solution that lets staff check the details when they need (just-in-time performance support) rather than swot up ahead of time (just-in-case product training) could be a much better investment. It’s also quick to produce and easy to update.
Take a look at the ‘Arthur’ Brogue sales resource as an example, and remember:
- The focus is on putting key information literally in the palms of their hands, so prioritize responsive design, perfect performance across mobile devices, and visual design that allows easy scanning and quick navigation.
- This is about point-of-need information delivery, rather than deep learning or behavioural change so interactions may not be necessary; any you do include should be quick and easy to complete on a small touch screen.
3. Focused, high-impact mini games
Retail staff are predominantly on the shop floor; generally they don’t have time during work to worry about development activities, and don’t want to do so outside of work. So the challenge is to design short, sharp bursts of content (micro-learning, if you like) to take advantage of the pockets of time they do have – five minutes before their shift, a lull at the checkout, and so on.
- Concentrate on a single learning point, and find ways to make it engaging, impactful and memorable; fast-paced, straightforward, highly visual activities work well.
- Basic game features can help with this – like the timer in the example – so consider whether badges, scoring or social polling could help draw people in and even create a little healthy competition amongst employees to drive engagement.
4. Practical, on-the-job induction
When you take on temporary staff, you don’t want to spend hours training them when they’re only going to be around for as little as a few weeks. But there’s still stuff they need to know: store layout or key health and safety risks and processes, for example. Why not use elearning to deliver this content efficiently and in a really practical, effective way?
This example of a responsive visual menu isn’t from retail, but imagine:
- Giving new staff access to a map of the store that lets them click for key information related to each area as they walk around (obviously there’s great opportunity for augmented reality solutions here too, but that’s a different level of investment).
- Incorporating small elearning interactions into that map – perhaps something about store security or cashing up procedures in the checkout area, or (like in the example) manual handling guidance in the stockroom.
The golden rules for retail staff training
There you have it: four challenges of the retail environment and four ways elearning can help! Why not explore our Showcase for more examples of effective retail elearning?
Responsive design and point-of-need performance support are the two cornerstones of success when it comes to delivering learning and training to retail employees – give them what they need, when they need it. (Actually, this is good advice beyond retail! See more about elearning best practices here.) And those topics that do need to be covered ahead of time, just-in-case style, like customer service and other ‘softer’ skills? Scenario-based elearning can be a great way to train your employees, ensuring relevance and encouraging transfer of learning to the shop floor and interactions with customers.
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