context
At Levi Strauss & Co., the store where I was Product Knowledge Manager was consistently missing its sales targets by 10%. Nobody likes seeing those numbers, and the team were feeling a bit deflated. We needed a way to boost engagement and revitalize their passion for our brand and product.
Client
Levi's
Services
INSTRUCTIONAL DESIGN
Timeline
3 months
problem
My store was missing sales targets by 10%
The Levi's store was consistently missing sales targets by 10%, leading to frustration and a bit of 'retail fatigue' among the team I directly supported. Touch-bases revealed a gap in product knowledge— We needed to make learning about denim as fun as wearing it.
Analysis
Knowing that the team was struggling with Product Knowledge, I put out a PK assessment quiz to understand what level everyone was at. I conducted supplementary interviews under more casual pretences, leveraging my relation to them as a mentor to gain a deeper understanding of their needs. My team consisted primarily of young adults aged 16-22, this information was crucial in crafting a solution that they could connect to.
Solution
I designed a two-month casual learning sprint, tailored specifically for my store. Using short-form videos and text-based graphics inspired by the addictive nature of TikTok and Instagram, I was able to subconsciously influence my team not only to learn, but to enjoy their time at work as well.
Adding On isn't Scary, it's... Awesome!
I released short-form videos to the team every Friday throughout the sprint, giving them a new phrase to use when adding-on or closing sales. The team was encouraged to use the phrase over the weekend, and we initiated a “Highest UPT” competition, aiming to gamify their learning and get them into the habit of suggestively selling additional items.
Product Knowledge; Made Easy
The Product Focus series consisted of 3 text posts each week, working our way through every fit of jeans we sold. The goal was to create an easily digestible graphic, giving my team everything they needed to successfully sell a pair of that fit of jeans. These were accompanied by verbal pop-quizzes during team member pre-shift briefing to measure effectiveness, and incentivized by treats that I would bring in on Sundays if everyone answered my questions correctly.
An Eye Catching Poster; Incidentally Learning on Break
Taking advantage of an incidental learning opportunity, I created a large infographic poster and placed it on the wall directly in front of the break table. The eye-catching design delivered indirect educational content and allowed employees to absorb key product knowledge effortlessly during their downtime. The infographic goes into detail about company history, mission, vision, and values, and about the way Levi’s products are made, different washes, finishing styles, and caretaking. This provided our team with the information they needed to successfully add value to their sales and overcome consumer objections.
Results
Sales were up 12%, and morale was higher than ever.
By the end of the sprint, my store saw a remarkable 12% increase in sales, smashing our quarterly targets. The team’s morale improved dramatically, and we were awarded the Strongest Community Engagement award across Canada for Q1 and Q2 of 2024. Talk about a comeback story! This project proved that engaging, accessible learning, with a dash of fun, can drive real results, even in a single store.
