Be it an impulse buy or a considered purchase; consumer buying behaviour is influenced by many factors. Advertising, product packaging, point of sale ticketing and display are at the top of the list. But while advertising drives consumers into stores and packaging attracts their attention, neither will guarantee a sale.
But there is one factor that’s proven above all others to dramatically increase the likelihood of a successful sale and it’s the recommendation of sales staff. In fact, consumers place more trust in the opinion of sales staff than they do in advertising or their own previous brand experience.
But stores are practically open 24/7 these days and full-time staff have been replaced by casual labour. Coming and going at all times of the day, there’s little or no staff continuity and turnover is high.
So, while empowering retail sales staff with product knowledge and sales education might seem obvious, it's next to impossible to achieve. As well as costly it’s also time consuming and compared to money spent on advertising, it’s invisible. It’s no wonder so it little of it is being done.
But for PINK KIMBERLY, it was critical if they were to have any hope of getting independent jewellers across Australia to invest in their brand; fine jewellery that features Australian Pink Argyle Diamonds. You see, Pink diamonds sell for 5 times the price of white diamonds and were mostly sold by the high-end big-end-of-town jewellery stores.
With 4 fully occupied administrative staff in Sydney and 1 sales executive always on the road, they approached a number of strategic management consulting firms in search of a solution. Minimal administrative burden, tracking, reporting, delivery of educational courses and distribution of training documentation were among their list requirements.
Two years in development and testing, the idResults eLEARNING PLATFORM was built in collaboration with MATRIX LMS (Learning Management System); recognised as one of the best LMS platforms in the word. Tailored to their brand, it addressed their list of challenges and has allowed PINK KIMBERLEY to set a new industry standard.
Providing retailer with 24/7 access to the professional training and education they need has given them the confidence to invest in the collection and allocate prime window space to the brand. It’s also given PINK KIMBERLEY a set and forget solution that requires little if any administrative effort so the team can concentrate on designing, manufacturing and processing orders.
Available worldwide through the internet and accessible using a PC, laptop, smartphone or device, professional training and education is delivered through a series of modules and each one takes no more than 20min to complete. Participants receive high quality Fact Sheets to minimise the need to write notes and a short Quiz is used to assess retained knowledge and act as a gateway to the next module as they progress through the Course. Successful completion is then rewarded with a Graduation Certificate and lapel pin.
The idResults eLEARNING PLATFORM has allowed PINK KIMBERLEY to have a powerful presence in every store. Embraced by retailers its given the brand the ability to communicate and build a relationship with each member of staff and has made learning how to sell Pink Diamonds - easy, fun and rewarding.
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