beauty institute mobile
DESCRIPTION
My "Mobile at the Speed of Retail" workshop at the ASTD Southwest Learning Summit in Dallas, August 2013. We showed how Dillard's uses mobile to boost Beauty Advisor knowledge and sales. Co-presented by Sheryl Porter, Director of Beauty Education at Dillard's.TRANSCRIPT
Sheryl Porter, Director of Beauty Education, Dillard’s
Mike Yonker, President, Learner Mobile @theyonks/@learnermobile
Games: Candy Crush
Saga
Social: Twitter
Business: CardMunch
Lifestyle: Zillow
Education: Britannica Kids
Finance: Mint
Food & Drink: Starbucks
Productivity: Evernote
News: The New York
Times
Entertainment: TMZ
Health & Fitness:
Nike Training Club
Music: Shazam
Photo & Video:
Mobile has affected so many aspects of our daily lives – making it better and
easier – how has it affected learning?
“The Industrial Revolution is being consumed by
technology…what the Internet has created is the Connected Revolution.”
– Seth Godin
© 2013 Learner Mobile
Mobile’s Potential
© 2013 Learner Mobile
Mobile’s Optimal Experience
BITE-SIZED IN-THE-MOMENT IN-CONTEXT
People don’t want to go through 4-hour training courses on their mobile phones.
Yet, we forget over 70% of what we learn within 6 days, and 90% within 30 days.
© 2013 Learner Mobile
Mobile’s Ideal Role Mobile’s Ideal Role
The 70:20:10 Model of Learning
70% on-the-job
experiences, tasks, and
problem solving
20% feedback and from working around good or bad examples of the need
10% courses and reading
Mobile Training Design Summary
IS NOT Same Content
Scheduled
Verbose
Stationary
Formal Learning (as much)
In Silo
eLearnings
IS Contextual
In-the-moment (on-the-job)
Bite-sized
On-the-go
Informal Learning
Collaborative
Performance Support
Beauty Institute On-boarding
§ Beauty Institute eLearning
§ Beauty Institute 5 Star Service (ILT)
§ Beauty Institute Advanced Beauty eLearning
But, what happens when they leave the classroom?
Training Challenges
• Retail moves at… The Speed of Retail
• New products/trends/colors every…minute
• Traditional training methods become expensive
• Need for constant reinforcement
• Turnover happens
• Limited ability to reach all Beauty Advisors in a timely fashion
• Consistent training is a challenge
Beauty Institute On-going
§ Beauty Institute Mobile
What does Beauty Institute Mobile Provide?
• Best practices, tips & techniques for 5 Star Service
• Product information, benefits & selling tips
• “Must Have” products (the Beauty Editor)
• Artistry techniques
• Ideas for driving innovative use of products
• Just-in-time product & selling updates
The goal is to develop best-in-class beauty experts
Beauty Institute Mobile Tour
Home (Tips)
News Feed (Push Notifications)
Action Plan
Content Channels
Content
Media
Search
Progress
• 1000s of Active Beauty Advisors
• > 200,000 Views in less than 1 year
• Anecdotes and videos from happy Beauty Advisors
• Daily Updates
Success Stories
© 2013 Learner Mobile
QUESTIONS?