With a turnover rate of 47%[1], employee retention is a recurring challenge in the baking industry. To address this, training is a crucial step in the onboarding process that should not be overlooked. By implementing a few best management practices, employees remain loyal and the business benefits as a result. There are several solutions available for this:
• Focus on recruitment: this aspect is essential for the future and for the smooth operation of a business.
• Improving communication in the workplace: “72% of employees who have not received recognition for their work believe that recognition gives meaning to their work.”[2]
To get employees more involved, it’s important to ask for their input on recipes, foot traffic in the aisles, and so on…
• Train employees and apprentices: To improve efficiency and productivity, it is important to thoroughly train teams on all aspects of sales. Training an apprentice also saves time and boosts efficiency. Career advancement opportunities are also an effective way to build employee loyalty and enhance the employer brand.
[1] INSEE_2020
[2] Globoforce
To help artisan bakers build loyalty among their sales staff, we have launched our Sales and Merchandising training program.
Our Sales & Merchandising Training
Our Sales & Merchandising training program was developed in collaboration with our Retail Advisors, who work on the front lines every day alongside our customers. This training is designed for sales staff who interact directly with customers, including sales associates, account managers, and store managers.
During this training, employees are trained on four topics:
1. Attracting new customers
When a customer walks past a store or enters a shop, the first of their five senses to be engaged is sight. In this module, the goal is to learn how to attract new visitors and turn them into customers. This visual appeal relies on three key elements: the storefront, the window display, and promotions.
2 – Building customer loyalty
In this second module, the focus is on building customer loyalty and fostering long-term relationships. This involves learning how to make customers feel valued, manage queues, and maintain a positive customer-salesperson relationship.
These modules are the essential keys to success in a highly competitive market.
3 – Merchandising, or attracting customers
Merch andising is essential in a bakery. We only get one chance to make a good first impression, so we have to get it right!
Thanks to this training, sales teams have all the techniques they need to showcase products and ensure that store shelves are well-stocked and attractively displayed. The more appealing and well-stocked the shelves are, the more consumers’ taste buds will be stimulated, leading to guaranteed sales (and the best way to encourage impulse buys). Occasional shoppers will then likely become regular customers.
4 – The Sale
This part of the training is not only the most technical, but also the one that will enable artisan bakers to significantly increase their revenue! The teams develop techniquesfor identifying customers’ motivations and needs and for understanding current consumption patterns, which are constantly evolving.
These four modules provide comprehensive training, including tips on how to strengthen your sales pitch, handle objections, and generate upselling opportunities to increase our customers’ average order value.
Sales & Merchandising Training: Our Programs
To provide a service tailored to the needs of our professionals, we offer three different levels of training:
100% digital training:
The training is delivered via a digital platform accessible via smartphone, tablet, or computer over a three-month period. It is designed to make learning easier through games, quizzes, videos, and more.
–> The advantage? This training takes place on the job; whenever the teams involved have a quiet moment, they can access the platform via smartphone, tablet, or computer.
The complete training course:
In this program, the training is delivered in person over the course of a single day by a Grands Moulins de Paris Point of Sale Advisor. Participants will gather at a welcoming venue where they will meet a Grands Moulins de Paris professional and other bakery sales associates.
–> The benefit? During this training, employees get to meet other salespeople, giving them the chance to network, share their experiences, and come away with plenty of new ideas!
In addition to the in-person training day, participants also have free access to the e-learning platform for three months.
Customized training:
The training is conducted in person over the course of a single day by one of our Retail Advisors. One of our sales and merchandising experts visits the artisan bakery directly to train employees on-site, right in the shop where they work.
–> The advantage? The training is fully customizable. In a familiar setting and using familiar products, learners are trained under real-world conditions, which helps them better absorb and apply the advice they receive.
In addition to the in-person training day, participants also have free access to the e-learning platform for three months.
Sales & Merchandising Training: Why Use E-Learning?
Whether the business chooses the 100% digital, comprehensive, or boutique plan, its employees will always have access to three months of training via an e-learning platform.
We know it’s not always easy for bakery employees to find the time, which is why we’re offering this innovative format that allows teams to train whenever and wherever they want.
To provide the highest possible quality of service and to make the training as professional and user-friendly as possible, we have enlisted the help of instructional designers whose job is to structure digital training programs and make them more user-friendly.
To host our training program, we chose the Edmill platform, which offers an educational approach while remaining easy to use and incorporating gamification elements.
What is "gamification"? Gamification is a method that involves applying game mechanics (particularly those from video games) to professional contexts, such as training. This allows employeesto learn while having fun. The goal is to make learning engaging and enjoyable so that participants can better retain the information shared.
