Workstar

30 October 2006

Innovative Staff Training Sells The Wool Story At Saks

The Woolmark Company, the world’s leading wool textile organisation has just launched an innovative computer based training program for retail sales staff as part of a $US 6.6 million marketing initiative aimed at building global demand for Australian Merino wool. Working with e-learning partner TodayCorp, the wool industry’s Test Marketing Project (TMP) is aimed at increasing sales of Fine and Extra Fine Merino Wool apparel by ensuring front line sales staff are knowledgeable about the merino wool’s many benefits and features at point of sale.

The wool industry's first project partner, US luxury retailer Saks Fifth Avenue has just completed roll out of the TMP across 54 stores with TodayCorp creating a computer based training program especially for Saks' sales associates on Saks' Learning Management System (LMS).

According to Melbourne based TMP Project Director Brenda McGahan, American consumers have an outdated perception of wool. "Our research indicates that we need to overturn old perceptions by helping American women understand the remarkable natural properties and qualities of Fine and Extra Fine Merino Wool. Front line sales staff are vital to communicating this message and in turn influencing purchase behaviour in store."

One of the major challenges facing TodayCorp in designing the training solution was the need to distil the many benefits of Extra Fine Merino Wool into a few key training messages that could be effectively retained and recalled by the Saks sales staff.

"In the retail environment sales staff are bombarded with product marketing information on a daily basis, so we needed a training solution that was easy to use, informative and most importantly engaging for the sales staff," says Ms McGahan.

TodayCorp designers used a combination of proven cognitive processing techniques and familiar memorisation strategies like stories, mnemonics, repetitions and game-playing together with strong graphic design and animation to tell the story of merino wool, backed by fascinating wool science.

"Woolmark clearly recognises the importance and benefit of turning front line sales staff into knowledgeable ambassadors for Merino Wool", adds Joe Ward, CEO of TodayCorp. "Effective and engaging staff training not only improves immediate customer sales but also helps build loyalty and repeat purchase through great customer service," he adds. In addition to the computer based training program, the TMP education program at Saks involves a comprehensive illustrated staff newsletter, in-store staff training as well as postcards and bookmarks to get the Extra Fine Merino Wool message into the hands and handbags of staff and customers.

The TMP represents the collaboration of Australian Wool Innovation Pty Ltd (AWI), the International Wool Textile Organisation (IWTO) and Australian Wool Services (AWS). With support from 14 different countries, the project's aim is to test the degree to which consumer marketing can have a positive impact on wool volumes.

About TodayCorp

TodayCorp is Asia Pacific's leading integrated online learning, recruitment and communications company, providing web based interactive learning solutions for clients including McDonalds Australia, Pfizer, Nuance and Rebel Sport.

TodayCorp also provides learning consulting and learning systems integration to clients including Vodafone, Singapore Airlines, Rio Tinto and the Australian Defence Force, and is a registered training organisation (RTO) delivering accredited training and short courses in retail, business, hospitality, manufacturing and distribution.

TodayCorp has won multiple industry awards including Best e-Learning Strategy Award from Human Resources Magazine. This award recognised Rebel's 10-16% increase in sales and an 80% reduction in training costs. For more information, please visit www.todaycorp.com

For further information or interviews please contact: Kate Gratwicke or Caroline Speight, Growing Daily Communications. Tel: (02) 9949 9566.