Serve Up
A training platform with spirit!
Role
UX Research
UI Design
Client
Coles Liquor
Awards
AHRI 2018 Award
Completed
2018
Coles Liquor staff often serve customers with advice rather than just alcohol. They jump from perfectly pairing wines with evening meals to whisky connoisseurs – unveiling the next best peaty thing. They need to confidently inspire customers with their alcohol knowledge that they can serve up in a heartbeat.
The previous training was an outdated, online platform with tedious multiple-choice questions, featuring products no longer available. It was dull and disengaging and was internally seen as another ‘tick box exercise’. As a result, store teams were not retaining the product information and felt ill-equipped at times to serve their customers.
Coles Liquor needed to provide engaging tools and resources that would arm their employees for those all-important customer conversations.
So, we redesigned the platform and ensured interactivity was at its heart – quizzes, libraries, articles and a product review feature were all built-in. To make the training even less formal we also ensured the platform had a fairly casual tone with the odd ‘dad-joke’ thrown in. We also included bright, eye-catching colours, easy to read icons and sleek transitions.
To incentivise the process further we also created a rewards program:
For each module completed, a relevant discount was unlocked. This was not only a treat to earn but also an opportunity for staff to taste the product and sell it more confidently to the customer.
Serve Up went down a storm with Coles Liquor staff – in fact, 90% of employees completed all the modules within the first month of it being released. The platform also had a bounce rate decrease of 33.04% and page sessions increase by 107.99%.
Tell Liquor Surveys also revealed that 1 million more customers have reported being ‘extremely satisfied’ with in-store services since the platform launched.
Well, cheers to that!
