These videos are designed to give sales associates the product knowledge they need to feel confident and assured in selling. They can be produced really inexpensively using professional-grade cameras incorporated into most modern smartphones. But still, it requires skill and not a little confidence from the host, plus initially at least production can a bit daunting.
Walt Disney famously said, “Animation can explain whatever the mind of man can conceive,” a statement as true today as ever it was.
Once considered pretty much 'off limits' due to high prices and lack of in-house skills, animated content is becoming increasingly affordable and accessible. This creates an opportunity for brands.
Product knowledge is key, but, in the retail environment, behaviour is every bit as important. Timing, wording, tone-of-voice are all incredibly important in educating, converting and convincing a customer. Animated video is incredibly flexible, producers are able to craft the perfect scenery, the perfect cast of characters and the perfect story without having to close a store or hire a single actor. And that story is packaged inside a media type that's engaging and fun to watch.
The animation shows a sales associate selling Nikwax in a store environment. No actors, no stores, no awkward acting. Just a professionally recreated scenario which is fun and interesting to watch, while encouraging sales associates to focus on the behaviours and techniques that will help them sell the product as effectively as possible.
The short video also uses diagrams which can help demonstrate specifically how a product works in a way that wouldn't be possible by just holding it up to a camera.
Working with Myagi, Nikwax launched this module to 3 national outdoor retailers. With thousands of lessons completed, we've changed the level of retail knowledge in store, improved results and importantly delight more customers through better performing garments with extended lifetimes.
Moreover, with a built in option for learners to offer feedback on the content, it’s not only the Sales Associate that learns from this process! Here is some feedback that came to us via our app:
“Great idea by Nikwax,” wrote one learner. “Pop up challenges that can be transferred with ease to customer interactions.”
“It was a smart way of doing it,” wrote another. “A lot more interesting than some awkward man stood in front of a camera with a bottle. I think the results will show this is a more effective way of training, because it shows you the scenarios.”
Video forms a crucial part of our lives and is absolutely crucial in delivering engaging learning experiences for retail sales associates its well suited to online delivery, is perfect for bitesized interaction and is proven to educate and engage Sales Associates- who in turn delight customers in store.
Meanwhile, the falling cost of animation and availability of specialist advice from companies like Wyzowl has opened up a whole new area for content creation in retail and brand sales training.
We are running a free short webinar on how different types of content can influence behaviours, featuring speakers from both Nikwax who commisioned this piece and Wyzowl the producer. As part of our informative series on Sales Associate learning- this session will bring together the three keys elements - Subject, Content and Delivery.
For more details, CLICK HERE