how to create "digital engagement" in food retail

HOW TO CREATE VALUE WITH «DIGITAL ENGAGEMENT»

IN FOOD RETAIL

by Gianfranco Delfini

«Insieme a Voi» («Together with you») is an on-line training platform for trade retailers.

INNOVATIVE PROJECT The aim of this innovative project is to create value for retailers in terms of training, case studies, explanations and practices to improve the management of the store.

The platform offers continuous updates (insights and posts weekly) and a specific training course during well determined periods of time.

The platform is user friendly, iconographic and free of charge.

From February to June 2015 THE FIRST TRAINING COURSE

The training was composed by topics and competitions that were proposed each month (from February to June).

From February to June 2015

The topics were about: Positioning and communication of the store

Space management

Customer service

Store profitability

All the questions were

accompanied by an

explanation of the correct

answer.

The training content has

been developed in

partnership with the

Marketing Department of

the Faculty of Economics of

Parma University


The training content has been structured as a «multiple choice question».

INNOVATIVE METHODOLOGY The retailers can have a better idea of their real situation when they compared themselves to other points of sales to better develop their management ability.


As the retailers go on with the competition they can download the new topic of the training program.


THE COMPETITION The competition allows the retailers to measure their abilities and skills to compare to other retailers.

Training topics

Iconography of

the store of

each retailer

Shelves of the store allowing easy access

and sharing learning and fun

Retailer’s score


There were 10 “multiple

choice questions”

for each competition


At the end of the

competition the retailer can

choose to "confirm" its

score or not.

Only when the retailer

reaches at least 6 points,

he can pass the level and

enter next competition

(topic).


The retailer can see the

display of his training

program at any time.


Even surpassing the fifth

level, the retailer can get

the certificate of "Store

Manager 2015', released

by Veroni in collaboration

with Parma University.



Over 950 retailers took part in the competition and 303 have successfully finished all the competitions: they received the certificate of “Store Manager 2015”.

The most important factors of the website to facilitate the partecipation of a large number of retailers have been the following:


easy site navigation

easy use of content at any time and place

interactive methodology and innovative proposal

October 2015 THE SECOND TRAINING COURSE

October 2015

«Insieme a Voi - One» («Together with you – One») was a single competition structured with 10 on-line «multiple choice questions» during October 2015.

The topics have been selected by an on-line retailers’ survey (September).

October 2015

Over 427 retailers took part in the competition.

59 retailers have successfully finished the

competition with no mistakes.

punteggio n.clienti %

10 punti 59 14%

9 punti 76 18%

8 punti 111 26%

7 punti 97 23%

6 punti 84 20%

October 2015

There were 114 “new” retailers in the

competition (31,4%) and 206 retailers had

received the certificate of “Store Manager 2015” three months before.

It was a very successful project. The platform «Insieme a Voi» («Together with you») shows that the retailers quickly understand the digital world if they can find the following:

easy use and easy access

well calibrated method according to their requirements

use of their language

easy practice of the training topics in their store

increased value


IN FOOD RETAIL

by Gianfranco Delfini

Thanks


IN FOOD RETAIL