adidas Group selected Liam Richmond to design and develop a series of retail training courses for their adidas and Reebok branded stores across the Asia Pacific region. The company has in excess of 5,000 retail stores across Asia Pacific in markets such as China, Taiwan, Japan, Korea, Australia, New Zealand, Indonesia, Philippines, Thailand, Malaysia, Singapore and India.
The courses formed part of the company’s Retail University program and focused on raising the knowledge and performance of new employees in the retail stores, whilst also reducing the time it takes for a new starter to come “up to speed”. Courses included company background, customer service, sales skills and techniques, product knowledge and technical expertise. A series of training toolkits were also developed as part of this project – each toolkit being designed to target and raise performance for a different retail key performance indicator (KPI). The training toolkits could be deployed to a specific market, region or individual store. KPIs targeted were: conversion rate, items per transaction (IPT or UPT) and average transaction value (ATV aka “basket size”).
On completion of the training courses, sales professionals were more competent in their new role, able to provide better customer service, deliver an improved customer experience and had the tools enabling them to meet or exceed their sales targets.