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Using Lockdown to Rapidly Pivot our Client Service Offering for Our Tech Client

Vital Statistics

Client:

Technology Client

Project Period:

March to August 2020

Services Used:

Field marketing, consumer engagement, digital engagement, training and advocacy

The Brief

With retail shutting its doors in March 2020, our training and merchandising team were unable to visit retailers and train Retail Professionals (RPs). During this period, we devised a new way to engage with RPs that utilised a variety of digital tools that could keep staff engaged and learning, even whilst on furlough.

A strategy deployed by one retailer during to lockdown was shifting a portion of their sale floor staff over to a new service called 'Shop Live'; a video and livestreaming service developed with our partner Go InStore to connect stores colleagues with consumers, allowing shoppers to get advice on products from the comfort of their own home. These RPs clearly still needed training and support, being frontline “digitally” with consumers during lockdown, so a new approach to contacting and connecting with these colleagues was required.

The Activity

We took steps to quickly switch teams to be completely digital to support our clients and consumers during lockdown. We adapted to the new retail climate and focused on how we could still achieve objectives through digital tools and ways of working.

In retail, our team’s approach was to train the RPs that were working from home or furloughed by utilising the strong relationships our colleagues had built with in-store staff pre-lockdown. We took used this unique opportunity to train them on not only products, but soft skills too and ensured that we shared assets enabling them to continue to their learning from home on their own. We pushed the dial in terms of platforms, as well as digital training via Skype and Teams, we used other tools available to us like Xbox, Minecraft Realm and Workplace to stream, game, innovate and change the way we deliver training. Our team was very receptive to input from store colleagues on how to develop this new way of working and developed a cycle of feedback with RPs to adapt to their audience’s needs.

The team were rapidly upskilled on how use different tools and methods to deliver their training, supported by experts within McCurrach. We put in place a learning platform to further upskill our colleagues by offering weekly pulse training on entirely new skills. This was delivered via a variety of methods, which we now have as part of our onboarding scheme.

As a result of this activity our offering to the client has shifted remarkably. We now have an agile team that can flex their approach in how they hit objectives. Having a well-balanced, highly skilled team that can flex to suit the needs of the client saves on redundancies, as people can be placed on different projects and support other areas for the client to meet the same objectives.

The Results

We had 495 training interactions via our gaming section with RPs and 516 training interactions via Skype or Teams. 65% of people interacted with us 3 or more times per week via different mediums.

We had 495 training interactions via our gaming section with RPs and 516 training interactions via Skype or Teams. 65% of people interacted with us 3 or more times per week via different mediums. 

We signed over 50 new people to our learning portal to enable them to self-learn from home. With the shift to digital we have also launched a Territory Manager page which showcase a short video of them demoing or giving an update to retail that week called Retail Downloaded. This was launched shortly after the stores have reopened.

We signed over 50 new people to our learning portal to enable them to self-learn from home. We also launched short video series called Retail Downloaded where our Territory Manager's gave an update or product demo. 

We rapidly improved our team’s digital presence, expanding it from 10% of the team being camera ready and having digital experience to 90%. We have shifted to an environment where the team have been trained in all things digital to enable them to deliver on projects that require many different elements of content creation, such as video, live streaming, video editing and voiceovers, leaving us ready to maximise impact within a new digitally focused retail environment.

We rapidly improved our team’s digital presence, expanding it from 10% of the team being camera ready and having digital experience to 90% - the team have been trained in all things digital to enable them to deliver on projects that require many different elements of content creation