Among the market leaders in natural cosmetics, L’Occitane Group is an excellent example of a company that’s capable of using Digital Learning in a wide range of areas. The Group, which manufactures and sells its products in over 3,000 points of sale all over the world, has been using e-learning modules at its outlets and in distributors’ stores for two years, reaching almost 9,000 people. Claudia Furtado, International Digital Learning Manager at the L’Occitane Group, says:« We offer training on our products, on internal sales techniques and on our retail operations, such as merchandising and the loyalty programme. Overall, we’ve developed around 50 training programmes featuring about 100 modules, rolling them out in 40 countries (25 subsidiaries and 15 national distributors). Each of these countries is encouraged to make them their own, translate them and adapt them. »
Thanks to these modules, all L’Occitane advisers have the same approach to customer communication, strengthening the common values they all share.
L’Occitane has also called on ITycom to create more visual, immersive and interactive content with a focus on the customer experience and the position held by sales teams. “Learners are placed in specific situations and win “empathy points” and sales techniques based on their responses. The salespeople are then invited to test out what they’ve learned on their friends and families or on customers before sharing their experience,” explains Claudia Furtado.
With take-up and completion rates reaching an impressive 90%, L’Occitane has already covered a huge amount of ground. But the company still has a number of Digital Learning projects in the pipeline to improve its teams’ sales efficiency. On the agenda for this year: mobile learning for education on-the-go and customised courses to provide a learning experience that’s tailor-made for learners and specific local requirements.