Beauty Institute Mobile

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My "Mobile at the Speed of Retail" workshop at the ASTD Southwest Learning Summit in Dallas, August 2013. We discussed how Dillard's uses mobile to boost Beauty Advisor knowledge and sales. Co-presented by Sheryl Porter, Director of Beauty Education at Dillard's.

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Beauty Institute Mobile

  1. 1. Sheryl Porter, Director of Beauty Education, Dillard’s Mike Yonker, President, Learner Mobile @theyonks/@learnermobile
  2. 2. Games: Candy Crush Saga
  3. 3. Social: Twitter
  4. 4. Business: CardMunch
  5. 5. Lifestyle: Zillow
  6. 6. Education: Britannica Kids
  7. 7. Finance: Mint
  8. 8. Food & Drink: Starbucks
  9. 9. Productivity: Evernote
  10. 10. News: The New York Times
  11. 11. Entertainment: TMZ
  12. 12. Health & Fitness: Nike Training Club
  13. 13. Music: Shazam
  14. 14. Photo & Video: Instagram
  15. 15. Mobile has affected so many aspects of our daily lives – making it better and easier – how has it affected learning?
  16. 16. “The Industrial Revolution is being consumed by technology…what the Internet has created is the Connected Revolution.” – Seth Godin
  17. 17. © 2013 Learner Mobile Mobile’s Potential
  18. 18. © 2013 Learner Mobile Mobile’s Optimal Experience BITE-SIZED IN-THE-MOMENT IN-CONTEXT
  19. 19. People don’t want to go through 4- hour training courses on their mobile phones.
  20. 20. Yet, we forget over 70% of what we learn within 6 days, and 90% within 30 days.
  21. 21. © 2013 Learner Mobile Mobile’s Ideal RoleMobile’s Ideal Role
  22. 22. The 70:20:10 Model of Learning 70% on-the-job experiences, tasks, and problem solving 20% feedback and from working around good or bad examples of the need 10%courses and reading
  23. 23. Mobile Training Design Summary IS NOT Same Content Scheduled Verbose Stationary Formal Learning (as much) In Silo eLearnings IS Contextual In-the-moment (on-the-job) Bite-sized On-the-go Informal Learning Collaborative Performance Support
  24. 24. Beauty Institute On-boarding §  Beauty Institute eLearning §  Beauty Institute 5 Star Service (ILT) §  Beauty Institute Advanced Beauty eLearning
  25. 25. But, what happens when they leave the classroom?
  26. 26. Training Challenges •  Retail moves at… The Speed of Retail •  New products/trends/colors every…minute •  Traditional training methods become expensive •  Need for constant reinforcement •  Turnover happens •  Limited ability to reach all Beauty Advisors in a timely fashion •  Consistent training is a challenge
  27. 27. Beauty Institute On-going §  Beauty Institute Mobile
  28. 28. What does Beauty Institute Mobile Provide? •  Best practices, tips & techniques for 5 Star Service •  Product information, benefits & selling tips •  “Must Have” products (the Beauty Editor) •  Artistry techniques •  Ideas for driving innovative use of products •  Just-in-time product & selling updates The goal is to develop best-in-class beauty experts
  29. 29. Beauty Institute Mobile Tour
  30. 30. Home (Tips)
  31. 31. News Feed (Push Notifications)
  32. 32. Action Plan
  33. 33. Content Channels
  34. 34. Content
  35. 35. Media
  36. 36. Search
  37. 37. Progress •  1000s of Active Beauty Advisors •  > 200,000 Views in less than 1 year •  Anecdotes and videos from happy Beauty Advisors •  Daily Updates
  38. 38. Success Stories
  39. 39. © 2013 Learner Mobile QUESTIONS?

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