Nespresso has just opened the Nespresso Academy. The company’s new digital training platform aims to develop retail professionals who work in the sale of branded products, preparing them to bring a complete experience to the customer, ranging from the purchase of products to the complete completion of the purchase. digital, from Boutique to trade, throughout Brazil.
Full of features, the new Nespresso Academy follows the trend of distance learning, which integrates various content solutions that are easy to absorb. Among them, one of the formats, adopted in partnership with Smollan iTrade, an international retail solutions company that operates in more than 50 countries and represents 70% of the 10 largest fast consumer goods companies globally, was the podcast.
Growing in Brazil and around the world, the audio product in the context of the project aims to provide standardized training and information, in a dynamic way, with the same quality for everyone and in an easily absorbed language at your fingertips. The format allows content to be consumed whenever and wherever sellers want, even on the move, and without the need to look at a screen.
“Among the 54 countries in which Nespresso is present, Brazil is the first to develop a platform like this for trade employees. And the expectation is that this will be just the first of the digital transformation initiatives that should make up the knowledge management path traced by the training unit, which we consider to be a strategic tool. With the proposal of making traditional points of sale more attractive to consumers, the application has the potential to serve more than 5,000 sellers throughout Brazil, from more than 75 retail partners, such as Fast Shop, Camicado, Spicy, Angelloni, among others”, says Gabriel Nobre, B2C Commercial Director of Nespresso in Brazil. “We are investing in innovation and digitization to maintain the excellence, quality and standardization of service provided by Nespresso”.
Physical retail was one of the sectors most affected by the pandemic, which led several companies to bet on digital acceleration. According to the latest survey of the survey “Digital Transformation in Brazilian Retail”, by SBVC (Brazilian Society of Retail and Consumer Affairs), investment in digital transformation initiatives grew 87% among Brazilian retailers in 2020. With that, just last year, Nespresso started the development of the digital training platform.
“This is one of the examples of innovation with the sales force that we glimpsed in the work of the Growth & Innovation area at Smollan iTrade, which curates the most efficient solutions for the consumer trends we experience in every our countries of operation”, details Stenio Souza, CEO of Smollan iTrade. “More than ever, consumers relate to the purpose and experience of the brands they choose for their lives. And in this dynamic environment in which we live, representatives of these companies at all points of contact need to be involved in ongoing training projects that quickly deliver not only technical updates – on releases, for example – but also behavioral updates in line with the your culture”.
Nespresso’s global audit relies on the Mystery Shopper practice, a tool used to assess the performance of the service provided by promoters and sellers of partner stores to the brand’s consumers. This activity is carried out to analyze the results of the implementation of tools and actions aimed at training and qualifying promoters. And with the arrival of the application, this process will be faster and easier.
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