Electrical goods retailer, Dixons, has seen some dwindling sales statistics this year and has claimed they’re suffering from a fragile trading environment. Compared with last year’s figures, like-for-like sales in the UK and Irish Republic fell by 9% and by 10% on a total sales basis – but for companies that thrive on the bringing the latest technology to the general public, I’m surprised they haven’t jumped on the opportunity to maximise E-Learning and develop in-store understanding of products.
Admittedly, due to the uncertain economic climate, many retailers have suffered from a lack of consumer confidence and consumer spending - purse strings have been tightened and many luxury goods have been knocked off shopping lists. In addition, the firm claims that the World Cup and iPad launch had a positive impact on sales figures last year – making it difficult for like-for-like comparison.
The rise of online purchasing has seen a more convenient but arguably more impersonal shopping experience. When it comes to costly items, such as electronic equipment, many people prefer to shop in-store to view the product in person as well as benefit from the expertise of the store’s staff. When spending large amounts of money, it’s important to understand the product you’re buying and feel confident it’s the right purchase for you.
This is where E-Learning can help. E-Learning platforms can offer a simple, rapid and effective option for sales staff training. With more advanced technological products packed with an abundance of features continually coming to market - it’s important that sales staff are fully up-to-speed with what’s on offer. If they’re fully informed of a product’s benefits and capabilities, they’re much more likely to present it in a favourable light to the customer. An educated sales team leads to educated customers. In turn, it’s likely that an educated customer feels more confident and inclined to make a purchase.
Easily updated with each new product, the E-Learning model can provide on-the-spot training whenever and wherever the individual wishes to access it. This could be in the form of a quick demo accessed by iPhone or as a group in-store.
However a retailer chooses to use E-Learning, it could provide flexible, tailored sales training that’s reflected on the balance sheet.
Dave Evans
Training Management Software at accessplanit
One Response
A previous life…..
Before becoming a trainer full time, i used to be part of the sales team at Currys and a huge portion of my week was managing and ensuring the completion of the e-learning created by head office and some of the larger companies (Intel, Microsoft…) that integrated with the DSGi LMS. It really forms a major part of any product launch/procedure training the company has. I think a good way forward would be to offer 101 e-learning courses to customers, so they have a clearer understanding of the product they buy before entering the store.