Google retail training

Background

In 2015, Google underwent a massive shift into hardware. In the absence of branded physical storefronts, Google’s Retail team needed to uncover the most effective way to train third-party retail sales teams to sell Google hardware products.

Challenge

Google had a vision for how they could empower retail associates through training, but they needed a digital and physical solution. Additionally, they needed a solution that would give them control over the training experience, allow them to engage more deeply with sales associates, and improve training outcomes through innovation, supporting their growth into new markets.

Our approach

To meet Google’s vision and ensure we could empower retail sales associates through training, our team completed the following:

• Developed user personas through interviews and shadowing retail sales associates via mystery shoppers
• Partnered with a cognitive psychologist to design an approach to training that best supports the learner
• Created a content strategy focused on supporting learner habits and needs
• Wrote copy for all training materials (infosheets, flash cards, eLearning courses, social comms, in-person events) and designed supporting graphics and illustrations
• Created an incentivization strategy and designed Google’s first rewards platform fully integrated with the Google Store
• Built a web app and native Android app for the full release powered by a custom CMS

Outcomes

The digital platform launched in 30 locales globally with over 150,000 users worldwide. At launch, training content was available in 10 different languages.

Early measurement showed promising results for stores enrolled in the retail training program. For example, the global customer satisfaction score (CSAT) was 95. Additionally, employees using Google Retail Training were shown to have 200% higher sales records across stores and a 20% increase in product knowledge compared to employees that did not enroll in the program.

Shortly after our launch, Google wanted to change their above-the-line positioning for hardware. Consequently, we also had to redesign the visual look and feel of the app and all related training materials. Thanks to learnings we had throughout first year of production, we were actually able to redesign the entire program (while producing content for the following year) and still achieve a 23.77% cost savings when compared to the same time period in 2016.

Project samples & additional details