Blended coaching works in retail
Trend sees mix of online learning and personal approach when training staff
Acombination of online learning and face-to-face practical coaching is a growing trend that is proving to be an effective method of training retail staff.
Anya Anderson, managing director of cloud-based retail training company RedSeed, says the trend the company sees is for retailers to favour a blended approach wherever that option is available.
Although online learning is able to deliver important features such as knowledge retention, constant access and consistent delivery, “we don’t overlook the importance of face-toface interactions in training. We know that to get sustained changes in behaviour, you need to combine theory with practical elements.”
The RedSeed system is designed to prompt involvement from a coach or manager, and interaction is needed before a trainee can progress.
Anderson says this ensures a trainee doesn’t just race through a course. “They’re given the tools to learn at their own pace, but they can’t progress to the next training session until they display to their coach that they have a satisfactory level of skill.”
Ziera Shoes, which uses the RedSeed system, offers three tiers of training to its staff, consisting of blended learning for sales training, paper-based workbooks for aspects such as promotional training, and face-to-face workshops with podiatrists for industry knowledge.
Anderson says one of the things Ziera Shoes likes most about the system is the “Customised off-theShelf” (Cots) model, where trainers are able to use non-branded videos which allow the training to be applicable across the many brands they sell while also being able to quickly tailor parts of the system to their business, and includes filming example scenarios in their stores with their own staff.
Kelly Entwistle, store manager of Ziera Shoes in Otaki, says she loves watching the role-play videos.
“The great thing is, as much as I pay attention, I probably won’t take in all of the information the first time I watch,” she says. “But I can play a video and listen to them speaking while I go back and review my questions. It’s like an open book assessment.”
She also loves being able to return to the information already watched, whenever she likes. “So if I forget something, or if I’m not sure about a workbook question, I’ve always got that ability to go back and check my understanding.”
Entwistle says the only real challenge she’s faced with the system is having to wait for her coach to complete her workbook marking before being able to move on. “She’s a busy lady! But they’ve been able to get someone else to help out with the marking so I’m not having to wait so long any more,” she says. Cost — not having to pay trainers Convenience — anywhere with computer access It’s ongoing — helps with information retention Consistency — all students receive an identical experience Training can begin immediately Immediate feedback from trainers Practical skills can be taught Students can demonstrate their understanding
“I love the idea of doing the online stuff with the face-to-face stuff . . . they work well together. It means that I can go at my own pace through the theory and I only submit my workbook to my coach when I think I’m ready. The other great thing is the feedback I get from my coach when they mark my workbook and coaching.”
Entwistle thinks if she were to learn only online, without the faceto-face coaching, she wouldn’t get the same out of it. “It’s good to learn something first and then have someone watch you and tell you whether you’re doing it right or not.
“I think a lot of retailers learn by actually doing rather than just reading about something.”
Anderson says the key is to get the balance right between the two training modes. “We now have the opportunity to put the two together to get the best of both worlds. My experience is that the two work hand-inhand, as long as the training structure is effective.”