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Qumu Research Shows Retail Store Associates Want Video Training And Engagement With Corporate Strategy

Stocks in this article: QUMU

Retail industry research (available at www.qumu.com/retail) from Qumu (NASDAQ: QUMU), the leader in secure multimedia content management and delivery solutions, reveals that 94 percent of retail store associates recognize the benefit of receiving video training, suggesting video is a communication medium ripe for retailers to embrace. The research also indicates that 51 percent of retail store employees feel disconnected from their wider company strategy and direction.

Training is a key issue for retailers, who operate in an industry that traditionally experiences high staff turnover and relies heavily on front line staff to deliver an engaging and positive customer experience – something that directly impacts on customer loyalty and sales performance.

In terms of how training is currently being delivered, research revealed that:

  • 61 percent of store associates are receiving training primarily from a supervisor, despite the cost, time and resources involved
  • Over 35 percent of respondents received no formal training
  • 28 percent were asked to read a manual or handbook

Store associates surveyed outlined a wide range of benefits to receiving training by video-on-demand, as opposed to current training methods being employed. The primary benefits outlined were:

  • Receiving training at a time and location of convenience and when most effective (57 percent)
  • Increased sales performance (49 percent) and a better customer experience (44 percent)
  • Better staff retention (47 percent)

Communication from senior management was seen to offer a number of benefits. Retail employees are looking for improved executive communication to provide them with:

  • A greater understanding of company strategy (57 percent)
  • More connectedness to the company community (47 percent)
  • Understanding of activity in other stores (46 percent)

Vern Hanzlik, Senior Vice President and General Manager, Qumu:“Video is a fantastic way to engage people who work in retail stores. When you think about the demographic of store employees, you are looking at a huge number of Digital Natives whose lives revolve around You Tube, social channels, mobile and connected experiences.

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