Now more than ever, enhancing the customer experience is critical to create theatre and ultimately close sales. In order to take the consumer through the varied steps of the journey from demo to sale, you need to equip your staff to be the best they can be – and it all starts with training. A key element of the formula for success in store is the engagement of shoppers with retail sales advisors. Are they proactive, helpful, skilful, knowledgeable, and capable of providing a personalised experience? This is something the online experience can’t replicate and physical retailers need to capitalise upon. Much is down to individuals,
their training and management the retailer provides, but when it comes to talking about a brand and its products it is vital they are informed and motivated… and most importantly advocates.
The Pandemic’s Impact
The training of advocates is often down to brand-led initiatives, and while in the past these experiences were provided in person, the pandemic has forced new innovative methods like virtual training, with face-to-face communication not being possible. For example, this could include, developing or incorporating digital learning and engagement solutions from third parties or even those brands you sell. Working with your brands enables you to talk directly with their training teams to develop your Retail Sales Advisors, allowing them to choose when and how they learn, with tactics ranging from gamification to potential
incentives at no cost to you driving uptake. These digital solutions mean that brands are able to boost their reach, through training many more staff members and therefore having a wider impact. While visiting face-to-face enables greater engagement and brand advocacy – a hybrid model is still a fantastic way of doing business with retailers to help develop categories and brandshare. In some respects, a bit like peoples* changed working arrangement, it’s taken a major event to force through a sensible and more efficient way of doing business.
While digital methods are helping to train more in-store experts at scale, the digital world can also be utilised to provide direct expert assistance to those making a considered purchase. Curry’s is one brand trying a new approach during the pandemic with the Shoplive service to assist sales. A pop-up appears asking if you need buying advice, but rather than the experience being a frustrating one with a generic chatbot, shoppers can then start a one- way video call with one of Curry’s experts. ShopLive now has over 800 ‘tech-sperts’, aiding customers through their essential tech purchases. Each new expert goes through two days of specialist training to ensure they can help customers with every tech query. While a face-to face conversation with a live product demo will always be the best way of answering any customers’ needs, this certainly can aid the sales process for those who would still rather not venture out, or can’t for
A Blended Approach
Despite the atypical nature of the past year, we have seen retail set up in response to the adversity. Namely a dynamic approach with some needed changes and digital transformation taking place that in the long run will only be a good thing for the industry. A lot of the confident retailers have really begun to find their voice and discover a new way to navigate these new uncertain, but exciting waters. Be creative. Be brave and try new ways to educate your teams to better meet the customer life cycle. The future of training and the manner in which we deliver this as a blended approach may be changing, however the need to continue evolving the knowledge base in both technical and soft skills is essential to meet the ever-changing needs of the CE industry and the customers you serve – who are ultimately the pulse of your business.
By Daniel Todaro, Managing Director, Gekko Group