Retail Sales Training Case Study 



Journeys Retail Sales Training Case Study

    About Genesco Inc.

    Genesco Inc., a Nashville-based specialty retailer, sells footwear, headwear, sports apparel, and accessories in more than 2,455 retail stores throughout the U.S., Canada, the United Kingdom, and the Republic of Ireland, principally under the names Journeys, Journeys Kidz, Shi by Journeys, Underground by Journeys, Schuh, Lids, Locker Room by Lids, Johnston & Murphy, and online. In addition, the Company sells wholesale footwear under its Johnston & Murphy brand, the licensed Dockers brand, SureGrip, and other brands, and operates the Lids Team Sports team dealer business. Learn more at: genesco.com.

    Sales Training Challenge

    Genesco needed to provide new employees with consistent and impactful training in order to establish consistency of the sales process across all Journeys, Journeys Kidz, and Shi stores, and thereby increase sales. The training needed to target an average employee who is a member of a technologically savvy generation and who has grown up with video games, mobile phones, and the Internet. The training needed to reflect the company culture and provide a fun and interesting way for a young person to engage with concepts that are likely new to them (such as sales tactics). Some basic content presentation was necessary to communicate essential policies and concepts, but the e-learning course needed to focus on using interactivity to teach the learner by doing to promote lasting behavior change. 

    Sales Training Solution

    Genesco partnered with Allen Interactions to deliver five, 10-20 minute e-learning courses to provide interactive education for sales new hires working in Journeys, Journeys Kids, and Shi stores. The e-learning courses cover topics on policies and procedures, store awareness, loss prevention, understanding performance measures, learning the selling steps, overcoming objections, and going through interactive sales scenarios.

    These e-learning courses were designed so that media assets, such as shoe images and lifestyles, are easy to swap out as styles change. These e-learning courses are self-directed and may be accessed by the learners via the register/computer unit in their store. The learner navigates through the e-learning course using the register’s touch screen functionality. This course is stored on Genesco’s LMS system, which logs completion status.

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