rtco dt selling skills case study… · title: microsoft word -...

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Dog Training in Your Store | Engaging Pet Parents and Closing the Sale

dog training selling skills

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Online Learning Strategy

Petco required a training solution to enhance store partners’ knowledge of Petco’s Positive Dog Training program while modeling skills to engage customers and sell classes.

An online learning program was determined to be the most efficient delivery channel, allowing Petco to launch the courses to 1500+ Petco and Unleashed stores nationwide.

Each course in Dog Training Selling Skills prompts store partners, managers, and Dog Trainers to explore scenarios, discover tips, and apply selling strategies. Interactions, such as exploratory FAQs, interactive processes, and tab interactions, require learners to become actively involved as they learn, exploring and discovering, rather than passively sitting back and listening.

The following pages provide an overview of the program's instructional approach and highlight key learning design features.

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Capture interest and demonstrate relevance

Each course begins with a realistic scenario that poses a challenge.

After a brief exploration of the fundamental skills and knowledge needed to solve the problem, store associates learn through application. They experience an animated photo slideshow in which the conversation continues to unfold, interspersed with questions that ask: “What would you say?”

To help reduce project costs, animated photos synced with narration were used as an engaging, yet cost-effective alternative to high-production value video.

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What would you say?

Questions embedded in the simulated, animated conversations give learners the opportunity to make choices in context, followed by immediate feedback.

After specific feedback, the scenario continues to play out through images and audio, modeling the ideal responses of an experienced mentor.

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Address frequently asked questions

To help address customer questions, the course included activities to help store partners become familiar with frequently asked questions.

When store partners click a question, a suggested answer appears, providing both a sample response and the rationale.

"Treat" bar shows progress

A progress (a.k.a “Treat”) bar at the bottom of each screen offers a game-like element that provides context for where the learner is located in the course and also offers an incentive to successfully complete the topic and earn the next treat.

The treat bar is one example of how the courses are infused with Dog Training principles, visual cues, and vocabulary.

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Explore processes step-by-step

Providing fundamental skills and knowledge is crucial for building confidence and setting learners up for success when they tackle the questions embedded in each scenario.

Step-by-step process interactions set context, then provide guidance on how to complete a sequence of steps in a suggested order.

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Discover related topics

Exploratory "tab" activities organize topics into related categories to help learners see similarities and differences.

In addition, learners actively engage with the content through discovery and exploration helping promote retention and application.

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Discover tools within the environment

In addition to exploring questions and topics, learners engage with explore activities that simulate the environment in which they are required to perform.

In this case, the photo shows two kiosks (Petco on the left, Unleashed on the right). The learner clicks on labeled items within the image to discover where to find resources in their store and tips and strategies for how to use each resource with customers.

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Drag a short-term solution to its corresponding long-term solution

One of the goals of the Dog Training Selling Skills program was to help store partners bridge the gap between short-term, product-based solutions and long-term, Positive Dog Training solutions.

Drag and drop activities provide visual cues of the type of short-term product solutions store partners might see customers purchasing and provides guidance on how those cues map to long-term Positive Dog Training solutions.

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Learners reach "jackpot" of treats

As with the other screens in the course, the conclusion screen reinforces the themes and terms used by Dog Training professionals.

The "treat bar" at the bottom is now full, indicating course completion, and the treat bag at the end shows a "jackpot" of treats ("jackpot" is commonly used to indicate the bonus rewards given after successful completion of a sequence Dog Training behaviors.)

On a final note, the persistent navigation menu at the top provides the option to revisit topics and pages, view the transcript for the current screen, and access additional resources.

Learning Design and Course Development

Robert Tirsbier, MA Principal, Learning Design Consultant Robert Tirsbier & Company, Inc.

Graphic Design

Lauren Vajda Art Direction + Graphic Design Lauren Vajda Design

Client Subject-Matter Expert

Lina Eklöf BSc, KPA Grad, CPDT- KA, AKC CGC Evaluator Dog Training Operations and Training Manager Petco Animal Supplies, Inc.

Client Program Manager

Mica Ashmore Learning Program Manager Petco Animal Supplies, Inc.

Client Program Manager

René Moreno Learning Program Manager Petco Animal Supplies, Inc.

rtco dt selling skills case study… · title: microsoft word -...

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