Perfetti Van Melle has created an interactive E-Learning tool to communicate directly with travel retail shop floor staff, and help train them, engaging with and inspiring them face-to-face.
Saying that PVM must support the sales staff it is reliant on to convey its messages to the shopper, Femke van Veen, PVM’s Brand Manager Global Travel Retail, comments: ““It’s not enough to be present instore with products on shelf and on displays; we have to encourage the retail staff to be on our side, to think of ‘Mentos’ and ‘Chupa Chups’ when they are recommending products to consumers.”
“Up until now we have been doing this via skype and traveling to the locations as much as possible but due to our team’s small size, this is not always a viable option,” says van Veen, adding “we believe there is no other course like it available.”
The new PVM E-Learning tool is a 20 minute fun and interactive training course which helps sales staff discover the company, its history and current position; gain tips on customer profiling and how to approach them; learn how PVM products fit within different points of sale; as well as product range, new products and brand USPs.
Hosted by ‘Peter from Perfetti Van Melle’ the program uses bright and fun imagery, humor, and an interactive quiz to keep the viewer engaged and interested. At the end, participants are awarded a virtual certificate based on their quiz answers and asked whether the course was useful or not.
“Research shows us that 36% of confectionery shoppers are likely to interact with sales staff, 60% of these shoppers will be influenced into a purchase decision based on staff recommendations (M1ind-set Shopper Insights). Having PVM products top of mind is essential in a competitive market place,” continues van Veen. “Our goal with the E-Learning Course is to reach more shop employees globally and to create a rapport between staff members and our brands, improving product knowledge and developing a better understanding of which lines are best suited to particular customer needs.”
