Case Study: A Global Technology Leader

Maritz helps client capture mindshare of retail front-line channel.

Situation
Realizing the importance of a store associate’s influence on transaction conversion, the Client wanted to launch a long-term training program to an audience of well over 100,000 across the country. They hoped to increase the engagement and advocacy of sales reps and service technicians at all retail outlets with direct-to-consumer sales of their products – with a special focus on the customer experience and ultimately, sell-through.

The big challenge was to deliver an experience that appealed to Gen Y personnel, 18-to-24-year-olds, who typically have little commitment to specific products or even to the retailers for whom they work.

Solution
Maritz impressed the Client with its ability to combine retail research expertise with motivation and training to enhance an overarching channel engagement strategy.

The Maritz process is grounded in understanding the channel – what they want, what they value, how they want to be communi­cated with, and how they want to experience this sort of learning. Research showed that personalizing training was very important to this audience so, along with the primary Web-based delivery medium, the program incorporated high-touch program elements – live, in-person events, promotions, road shows, and building simulation-based skills training vs. just product training.

Components of the program were designed specifically to:
Increase Engagement

  • Interactive E-learning courses
  • Streamlined job aids (print and “E”)
  • Up-to-date product “data sheets”
  • Promotions and sweepstakes around new product launches
  • Participation incentive program

Increase Advocacy

  • Printed seasonal selling guides
  • Downloadable product comparison charts
  • Bound/printed product service guides
  • Podcasts
  • User surveys
  • Internal/external scorecards

Increase Sell-Through

  • Sales/service skills training
  • Product demonstration scripts
  • In-aisle demonstrations
  • “Huddle meeting” facilitators’ guides

Results
In addition to providing measurable increases in course completions, and engaged, knowledgeable users, the program has given the Client a significant competitive advantage by increasing relevance in the retail channel.

Specifically the program has resulted in:

  • An average 10% increase in courses completed per user on a monthly basis
  • Reduced costs and increased usability as a result of streamlined content and resources
  • Increases in “partnering” activities with the retailers themselves

For more information, please visit Maritz at www.maritz.com or call (877) 4 MARITZ.