The SRA (Service and Retail Academy) is part of the L’Oréal Group and is an internal organisation dedicated to Retail Learning and Development. Its missions are to manage and promote training projects and courses meeting the evolving retailers’ needs, alongside L’Oréal requirements and objectives.
For its upmarket cosmetics brands, the L’Oréal Group’s objective is to create a personal relationship with consumers in order to foster engagement and loyalty. Adopting the right behaviours with clients also develops upselling and cross selling. Beauty advisors have to upskill to respond to this strategy.
Product & Brand
L’Oréal customers should all feel unique, perfectly understood and served! All beauty advisors are aligned in this objective, by mastering the selling ceremony. They are valuable not only to develop sales but also the brand awareness. They are the ones in direct contact with final customers, they have to adjust to the fast-changing retail environment. They have therefore to be aware of the latest innovations and continually improve their soft skills, such as agility, communication, problem-solving, creativity, etc.
The challenges at stake are:
- Training on the SRA 7 steps selling method and increasing its usage,
- Training people simultaneously in Europe, America and Asia,
- Creating communities in each country, alongside sharing best practices,
- Engaging beauty advisors with a gamified, mobile but nevertheless efficient, online learning experience
L’Oréal has deployed a digital learning platform, with a specific pathway on the 7 steps method, as well as an exclusive catalog focused on soft and interpersonal skills. The next challenge is to use this learning platform as the digital tool to be a focal part of a new enlarged blended training for retailers.
As for the more fun side of the platform, L’Oréal is proof that gamification works! Some learners have even launched thousands of battles each, and overall the battles feature is extremely appreciated.
Per month per user
Global Head of Retail Experience & Service and Retail Academy
“To ensure a unique and distinctive in-store customer service and brand experience, we have activated a strategic lever: online training programs for our beauty advisors. After a successful pilot phase, we are progressively deploying them across all countries.”
Very useful application and meticulously designed by professional teams! It obviously caught everyone’s eye in no time.👍🏻🤩
Thank you for these efficient and instructive courses 🙂