PVM connects with travel retail sales staff via unique interactive E-Learning tool

Perfetti Van Melle is taking a new approach to growing confectionery sales in global travel retail by communicating directly with shop floor staff through a newly developed and unique interactive E-Learning tool.

“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,” says Femke van Veen, PVM’s Brand Manager Global Travel Retail. “We are reliant on the sales staff to convey our messages to the shopper, but we can’t expect them to do this without our support. The new E-Learning tool has been designed to help us train staff, and we believe there is no other course like it available. It is very important for us to be able to engage with and inspire the staff and we believe that doing this face-to-face is the best way – up until now we have been doing this via skype and travelling to the locations as much as possible but due to our team’s small size, this is not always a viable option.”

The new PVM E-Learning tool is a 20 minute fun and interactive training course which sales staff can use to discover our company. It informs them about our history and current position; gain tips on customer profiling and how to approach them; learn how PVM products fit within different points of sale; and discusses our product range, new products and brand USPs.

Hosted by ‘Peter from Perfetti Van Melle’ the program uses bright and fun imagery, humour, 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*. 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.”