Made-to-order retail staff training materials in the form of a training
video production, interactive DVD, multimedia CD-ROM and online
e-learning from training package producer Enlightenment Interactive. We
have been producing training modules for retail staff since 1985, for
retailers including department store chains, supermarkets, fashion
retailers, furniture and electrical retailers, off licences, sports
outlets, toy shops, diy stores, petrol forecourts and retail motor dealers.
These video dvd and e-learning retail productions cover topics such as induction of new retail staff; health and
safety including fire, manual
handling, slips, trips and falls in a
store environment; loss prevention and shrinkage; selling skills, sales
customer care; merchandising; seasonal campaigns; home deliveries;
distribution systems and RFID smart tags; IT and till systems and
procedures; age-related sales and Think 25; regulated credit sales.
Here are some ideas we have used as a video and multimedia producer to solve some typical retailers’ training problems .
Q: We have small stores and cannot
employ resident trainers
Enlightenment can create a series of video training modules to cover the
topics that would be covered by the store manager or a travelling
trainer. These can be accessed online or on disk (DVD or CD-ROM) and made interactive,
so that, even if the new employee is watching the training module on
their own in the staff room, they are engaged.
Q:The internet link to our shops
does not have enough bandwidth to carry video, but I would like to
demonstrate typical sales situations on the shop floor
Intranet bandwidth is not a problem. To demonstrate selling skills and
your required sales process, we can design low-bandwidth photo
sequences with audio dialogue that can be distributed over the web.
Alternatively we can create a hybrid solution with video, audio and
graphics on disk (either a CD-ROM or interactive DVD), capturing the new
employee’s completion of training modules and tests, and relaying these
as tiny packets of data to a database or as an e-mail to the training or
HR manager. If no internet connection is possible or there is no access
to a PC, we can make you an interactive video DVD with simple multiple
choice questions and branching - for example, a customer has asked a
question and the staff member is given a choice of possible replies...
Q:We only have a short time each
week available for training
The training material can be broken down into short modules. If video
DVD these can
be made dual-purpose, so they can be used both with new starters and to
illustrate the store manager’s weekly training sessions for all staff.
Q:It’s important that out staff
on the shop floor can relate to the training material
We will shoot video at your premises. We find that customers raise
little objection to having a video crew in the shop, although we
recommend you put up some signs to warn them that you have a
training video in production. We can provide actors to play retail staff and
customers, but we often find your own staff perform very well in front
of the video camera. Even if they are not up to role playing sales situations, we
find if we interview them they provide valuable tips on anything from
dealing with abusive customers and complaints to selling up.
Q:We have stores in several
countries; how do we deliver the training in different languages?
You cannot expect shop staff in other countries to have a fluent command of English. Even
American English does not go down well in Britain. We would design the
video or e-learning modules so they can be translated and reworked in foreign languages.
Typically we would use a presenter speaking to camera against a graphic
background; this actor would also read the voiceover explaining the
documentary scenes. To produce a version in another language, we simply
translate the text of the training module, hire an actor who is a native
speaker and reshoot just those sections of the video where the presenter
appears. This creates the impression of a dedicated training video
production for the country concerned. We have used this technique
successfully for a major international retailer to create versions in
French, Italian, Spanish, Portuguese, Flemish and Danish.
More about producing foreign
Q:We need to teach a sales
process that’s quite rigid. How do we make that interesting?
It needs to be as interactive as possible, so that the rules and the
permissible options become imprinted and understood. For a group of building societies we created an interactive CD-ROM on selling
mortgages, which had navigation tailored to the different levels of
staff and what advice they could or could not give to customers. There
was a dramatised mortgage and insurance sales interview shot on video,
supported by a large number of interactive exercises matching customer
needs to products, as well as a reference section explaining mortgage
products, repayment vehicles, regulation, etc.