How “associate-first” learning drives more sales and satisfaction

How “associate-first” learning drives more sales and satisfactionNovember 15, 2016

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 LeamanCEO, Axonify

Mandy MonkHR Executive, At Home

The state of retail

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

84%of shoppers believe that retailers should be doing more to integrate their online and offline channels … so they are.

Rise of the smart storeSTORE APPS BEACONS SMART SHELVES/CARTS VIRTUAL REALITY STORE ANALYTICS

RETAIL’S MAIN EVENT: BRICK & MORTAR VS. ONLINE, RETAILNEXT

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

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

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

$130BSpent on training per year

$702Spent on each employee per year

Hrs54An employee spends training

Not enough34%

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

The business impact is hugeStore operations and L&D must own the learning problem togetherSVP STORE OPERATIONS

Dollars Per Transaction

Customer Satisfaction Safety Incidents

Customer LoyaltyShrink

Onboarding

70%Gallup

Disengaged

66%Hay Group

Turnover

POLL:

What is most important to you? A. Increasing Conversions and Dollars per TransactionB. Increasing Customer Loyalty/SatisfactionC. Speed Associate Onboarding/Reduce Onboarding CostD. Reducing Safety Incidents and ShrinkE. Reducing Turnover

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


Best-of-breed retailers are innovating associate knowledge


54%Safety Incident

reduction

2More vehicle sales

per month

90%Onboarding time

Reduced

55%Shrink

reduction

Who is At Home? Home Décor Superstore

14

• Large Scale Format• Unparalleled

Assortment• High Growth

5

15

Why A Modern Approach to Associate Training?

The Switch… to At Home

17

Learning Philosophy

18

What Have We Achieved?

19

KnowledgeLiftCorrelation

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

How do results show in our business?

20

Our Next Adventure

21

A New Model: Turning Store Associates into Bottom-Line Boosters

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

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

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.

Starting with the End

Starting with the end




A dollars per transaction example: shoe retailer

Increase attach rate of Shoe Protectant

with every shoe sale from 6% to 15%


1. Ask customer whether they have appropriate shoe protectant

2. Describe benefits of shoe protectant

3. Highlight shoe protectant promotion









Did they demonstrate knowledge on both

upsell techniques and shoe protectant benefits

and promotion?


1. Sales Upsell Technique2. Shoe Protectant

Positioning and benefits

learning and reinforcement modules

Did they demonstrate knowledge on both

upsell techniques and shoe protectant benefits

and promotion?






Exclusive to Axonify:

Axonify Learning Model™The perfect combination of:

• Where they need it• When they need it • How they’d like to access it

Learning at the point of need

A peek Into the future: The Employee Knowledge

Platform for retail

Fuel your people + Power your organization | 39














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.


will power the retail store of the future

Associate knowledge

How “associate-first” learning drives more sales and satisfactionQ & A

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: 2803Booth Number: 719

Date: January 16Time: 1:30 – 2:30Location: Level 1 Expo Room 1