With 830 Lai Lai convenience stores in Taiwan and more than 9,000
convenience store outlets island-wide, Taiwan is the convenience
store capital of the world. The market is saturated, so every month
the company launches different promotions and pre-sale activities,
but because the promotion period is short and stores are dispersed,
the company needs to find a way to increase sales and survive in
this competitive sales market.
With the company's convenience store outlets dispersed island-wide,
it is very costly to conduct face-to-face training for store
employees. As a result, most employees lack the competencies needed
to successfully promote these new products, including
- the skills and knowledge of the promotions and pre-sale
activities, such as the Mother's Daycake promotion, Moon cake
promotion, or the Dragon Boat Festival promotion
- the knowledge of Web 2.0 solutions to quickly identify experts,
gain the implicit knowledge,and share the experts' know-how
- the ability to increase the revenue of new promotion and
- the aptitude to successfully promote new products.
To resolve the issues, Lai Lai needed to:
- develop a training model that can be quickly delivered,
updated, and can lower sales training costs
- help employees to quickly learn new products, promotions, and
- share "best sales" data with the rest of the employees and
stores in the company's database
- make the courses available anytime, anywhere,and repeatably to
The company implemented an LMS with authoring tools, rapid
e-learning content, simulations, and Web 2.0 collaboration tools to
help employees increase sales on new promotions and pre-sale
orders. Face-to-face classes were not convenient since the stores
are dispersed and only the store managers could attend the training
due to the travel expenses and store shift arrangement. To increase
training efficiency, shorten time-to-competence, and lower the cost
of training - such as traveling expenses, time away from the
stores, and classroom expenses - the company decided to implement
e-learning in July 2005.
It took five stages and more than four years to successfully
implement all phases of the program.
Stage 1: To quickly deliver promotion and
pre-sales information to the employees, the company created online
e-learning courses in 2006. Through the LMS, all the employees
could have access to the information anytime and anywhere.
Stage 2: When the employees had adapted to the
LMS, the company purchased interactive rapid e-learning tools to
produce e-learning courses, and online testing. It increased the
speed of course downloads and course interactivity.
Stage 3: The company implemented a multi-rater
assessment system in September 2007 to cover Level 1 to Level 3
Stage 4: The company developed a scenario-based
sales simulation in 2008 to give employees the chance to learn in a
Stage 5: To share best practices among the
employees, impart knowledge, enrich the company knowledge database,
and create an informal and self-directed learning environment, the
company incorporated Web 2.0 concepts (Pro Radio - Voice of Experts
podcasts) in 2009.
"I share what I learn from Pro Radio - Voice of Experts podcasts
with different stores, and discuss ways to improve the sales," said
one district manager.
The training solution helped both the employees and the
organization. The training increased the company's bottom line
while helping the employees learn different sales techniques, be
more innovative, share and exchange sales techniques, connect
different store employees, enhance personal merits, and increase
self-esteem and confidence.
The promotions and key products sales growth increased 5 percent in
2008, and soared to 10 percent between January and August 2009.
The return-on-investment in 2008 was 107 percent, and the ROI from
January to August 2009 was 649 percent.
Between April 2009 and August 2009, almost 36,000 employees had
accessed the Pro Radio - Voices of Experts podcasts, or 10 percent
of all employees.
More than 93 percent of all employees - district sales managers,
store managers, full-time employees, and part-time employees - have
participated in the company's new product training initiative.