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Why is it so important to invest in staff training?
Social shopping increases the need to transfer brand experiences from online to offline. Here, the person who represents your brand means everything. The heightened importance of retail staff shows that brand loyalty today is built through human interactions.
At the forefront, retail staff embody the brand, with their knowledge and enthusiasm directly shaping the customer experience. While a single positive shopping interaction may not guarantee long-term loyalty, it often sets the stage for building trust.
Our data shows that brands with dedicated and well-trained retail representatives see a significant impact during campaign periods. Specifically, those with brand representatives experience an average 31% increase in In-House Shares (IHS) during peak activity periods, compared to a 15% increase for brands without them.
When staff are well-trained on campaigns and new product launches, they feel more confident and secure, enabling them to engage customers more effectively and foster positive interactions. Over time, this leads to stronger customer relationships.
HOW CAN RETAILERS ENGAGE AND BUILD LOYALTY AMONG STORE STAFF TODAY?
By creating personalized, digital training programs that are interactive and accessible. When employees feel involved in brand storytelling and are recognized for their performance, they’re more likely to stay engaged. One way we track the success of these efforts is through Net Promoter Score (NPS), which reflects how likely staff are to recommend the brand to customers.
Since the launch of one of our programs, we’ve seen our NPS rise from 65 in Q2 2024 to 81 by Q3 2024 across +4000 retail employees.
This case shows how continuous staff development not only boosts internal engagement but also strengthens the overall brand experience. By fostering a sense of belonging through community-driven platforms and giving employees a voice, retailers can build a loyal, motivated workforce that resonates with the brand’s mission.
CAN YOU GIVE AN EXAMPLE OF A RETAILER LEADING THE WAY BY PRIORITIZING THE CONTINUOUS DEVELOPMENT OF STAFF?
Sprinter is a great example, investing in staff development through a digital training program that blends product knowledge with brand values. This commitment empowers employees to deliver a more authentic customer experience.
Staff feedback speaks to the program’s success, with one employee in Spain stating, “It’s a good tool to be informed about, thus providing better customer service”. Similarly, in Portugal, staff feel “more confident and knowledgeable”, with others noting it has improved both their skills and product sales.
Watch the video for an insider's look into COACH, a tailored digital training program for Sprinter's store staff.
WHAT DO YOU AND THE DIGITAL ENGAGEMENT PROGRAM DO AT WORKSHOP? HOW DO YOU COLLABORATE WITH BRANDS?
The team and I design and manage digital engagement programs that help brands connect with their retail staff in meaningful ways. We collaborate with brands to understand their goals and challenges to tailor programs that provide continuous training, product updates, and community engagement. By blending technology and storytelling, we ensure the staff are confident in serving the consumer.
HOW DOES A BOOST IN STAFF ENGAGEMENT ULTIMATELY TRANSLATE INTO CONVERSION AT THE POINT OF SALE?
Engaged staff who are confident in their knowledge and passionate about the product naturally provide better customer experiences. This leads to higher trust, longer interactions, and, ultimately, increased sales.
Our data indicates that one year after the program launch, brands with onboarded representatives experience a significant sales boost - showing an Index of 108 compared to 100 in the eight months prior. In contrast, brands without onboarded representatives see a decline, with their Index dropping from 100 to 93 over the same period. The Index represents sales performance relative to a baseline, highlighting how engaged staff can better identify customer needs, provide tailored recommendations, and convert more effectively.
This long-term positive effect highlights how engaged staff can better identify customer needs, provide tailored recommendations, and convert more effectively.
