Boning up on product knowledge prior to actual customer interactions provides the sales associate with confidence that they (hopefully) transmit to potential purchasers. The training “ensures staff have a safe place to learn and fail before selling to real customers,” said Vrålstad, adding that the gamified approach “inspires employees to repeat their training multiple times — the most important factor in making knowledge stick.”
Since the European pilot program, BSH has expanded the training program into the U.S. for associates at several large consumer electronics retailers. Reports show strong employee engagement and a 93% improvement in product knowledge, said Vrålstad. BSH also has started using the Attensi CREATOR tool, which allows the brand to create its own training modules, developing new simulations and updating existing content as business needs change and evolve.
While BSH has been the primary beneficiary of the training solution, “we see this as being beneficial to the retailer too, because it helps them to offer something that online retailers cannot,” said Antonsen. “Knowledgeable and friendly staff who can offer face-to-face contact and answer difficult questions are still valued and will make customers more likely to purchase, especially when it comes to big-ticket items such as electronics and white goods.
“We don’t expect this to entirely replace face-to-face contact — we still cherish the ability to deal with our clients face-to-face when restrictions allow,” Antonsen added. “But this allows us to deliver training in a way that point-of-sale staff actually want. People want content delivered to them in a convenient, accessible way, and our Attensi training app has helped us to achieve that.”
