Workstar

19 June 2007

In the current times of drought and hardship, it is refreshing to see a good news story combining cutting-edge technology with Australia’s premium Merino Wool.

Australia’s award winning online learning, recruitment and development specialist Workstar, has joined forces with Australian Wool Innovation (AWI), International Wool Textile Organisation (IWTO) and Australian Wool Services (AWS) in an innovative campaign called the Test Marketing Project (TMP).

Aimed at building global demand for Australian Merino Wool, the recent announcement of the impressive results from the initial rollout indicate that the integrated marketing, staff training and consumer awareness program is exactly what the Australian wool industry needs.

A $US6.6 million initiative, TMP combines intelligent consumer marketing techniques with Workstar’s innovative computer based training program for retail sales staff, ensuring front line staff are knowledgeable about the many benfits and features of Merino Wool at point-of-sale.

IWTO President, Michael Lempriere, said the aim of the TMP is to test the degree to which consumer marketing can have a positive, measurable impact on wool sales, and this has been achieved. The two well known North American retailers selected to trial the program were Saks Fifth Avenue and Dillards.

“In terms of dollar value of the garments sold, there was between 8 and 12 per cent increase at Saks Fifth Avenue, and between 6 and 7.5 per cent increase at Dillards,” said Mr Lempriere.

"AWI, IWTO and AWS clearly recognise the importance and benefit of turning front line sales staff into knowledgeable ambassadors for Merino Wool,” said CEO of Workstar, Joe Ward. ”Effective and engaging staff training not only improves the chances of 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 handbags of staff and customers.”

One of the major challenges that faced Workstar 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. Workstar 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.

“There are some elements of the TMP that are more cost effective, such as staff training and targeted in-store product marketing, and AWI will continue to support these types of activities. With an integrated campaign of targeted marketing and staff training, it is possible to build demand for this premium fibre. I think these results show a strong future for wool,” said Brian van Rooyen, Deputy Chairman of AWI.

About Workstar

Workstar and its subsidiaries are part of the TodayCorp group, providing total learning and development solutions to people and businesses of all sizes. Many of the region’s leading employers use Workstar’s award winning technology, learning content and consulting services to deliver increased sales, productivity and compliance, whilst reducing training and recruitment costs. Workstar has also been awarded major national and international multimedia projects in education and training and has received global recognition for its solutions and impact on business success.

For further media information or to arrange an interview opportunity, please contact: Katy Gibson / Susan Wood Magnum PR Phone: (02) 9955 3093  Mobile: 0414 388 879 Emails: Katy@magnumpr.com.au / Susan@magnumpr.com.au