The client had on-boarded a New Branded Channel (one of the largest hardware chains in Australia & New Zealand) covering 250 retail stores across New Zealand and 1800 retail store assistants.
The challenge was that there were already established competitor brands that were being sold in these stores. There had to be a very strong brand recall among the retail stores executives for them to recommend the organizations brand to customers. Also this on-boarding had to be done very quickly as the summer season was coming near and it was the peak season for paint selling.
To increase this brand recall and activate the channel, a gamified reward based one year accreditation program was created for the in-store executives. The initial part of the program focused on the imperatives that the store assistants would need to speak to the customer about the new brand.
Learning interventions which were a mix of e-learning, classroom training, in-store guides, assessments, videos etc were around:
- Paint Basics
- Product Training
- Brand Training
- Consumer Behavior
- Soft Skills
- Objection Handling
- In-Store Pitches
The participants were provided certified accreditation badges and client branded gifts on completion of every learning stage. There were a total of 7 stages in the program.
The program was completely voluntary and was based on self-registration, and its success lay in the fact that there was a 83% participation in the program.