WORKFORCEMANAGEMENT 31
BAT TAKES MARKETING TRAINING TO THE NEXT LEVEL
single function in our business employing 35,000 staff in different roles, unique to each country and regional regulations. In 2009, Infi nity Learning and BAT
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undertook a comprehensive evaluation of the entire marketing management programme to ensure continual availability of the best training to this vital audience. Svetlana Omeltchenko, global marketing
development manager and owner of the BAT marketing management training programme, commented: “As we drive to become a globally integrated enterprise, we need every marketer in every country to have a globally consistent understanding of our business, skill set and ways of working.” The revised version of the programme is a comprehensive marketing curriculum – from day one induction to specialist modules for senior team members. All modules are available as interactive multimedia e-learning, or as workshops with full facilitator notes and localisation guidance for local managers.
he marketing function of British American Tobacco (BAT) is the international tobacco group’s largest
The modules are managed by a web 2.0-based learning management system based on Infi nity’s Involve technology. It enables learners to rate and comment on each module, enter into conversations with coaches, subject matter experts or other learners and build their own learning plan – publishing the dates by which they expect to complete each component and keeping track of the modules and other learning resources they have used. Administrators in different regions can also upload additional materials to the programme’s homepage, organically growing the resource base for either the entire audience or a defi ned geographical or functional group. Videos of marketing staff from across the
world, senior leaders, subject matter experts, consumers and customers – ensure these are media-rich learning experiences. Learner interactions with exercises and activities are designed to support the embedding of key knowledge and to prepare each learner to apply what they have learned and to build their skills, as well as enabling a real-time feedback loop between learners and coaches.
GNC OPTIMISES US DISTRIBUTION
General Nutrition Centres (GNC) has completed its rollout of RedPrairie’s warehouse management and workforce management, along with web visibility, scorecard, and event management solutions across three US distribution centres.
GNC is the largest global speciality retailer of nutritional products, and will use RedPrairie’s solutions to direct multichannel fulfi lment of over 145,000 order lines daily directly to customers, and to 5,500 retail stores throughout the US – including over 1,000 franchise locations, and 1,200 Rite Aid franchise outlets. GNC carried out an effi cient training program with RedPrairie’s project team,
enabling users at the fi rst site to take total control of the system after only three days. The retailer was able to carry out the remaining go-live phases on their own, without assistance from any outside personnel, or disruption in customer service. In each instance, GNC was able to bring both solutions online simultaneously. “We were looking to partner with
a company that could provide our distribution centres with leading-edge technology that was easy to maintain,” said Lee Karayusuf, GNC senior vice president of distribution and transportation. “Our warehouses are very fast-paced – all of our orders need to be loaded in the system, planned, allocated, and ready for
picking in 90 minutes or less. To meet that pace, to get the orders out the door each day, we offer users compensation based on how productive their picking is. The solutions we chose had to support that practice, and enhance effi ciency across multiple channels of business.”
JANUARY/FEBRUARY 2011 RETAIL TECHNOLOGY The revised MXS programme went live
for its fi rst stage release in November 2009. Between November and May 2010, 3,755
new users had already registered on the system. The induction programme has been launched 8,637 times and individual modules are averaging between four and fi ve stars in user reviews.
Some of the comments from learners and their managers include: “Congratulations to you fi rst and everyone who contributed to build such a user-friendly learning platform! This is simple, but full of content, bold, striking, understandable, colourful and user-friendly.” Another said: “This platform is more engaging and interactive than the old one. I like the new interface and navigation, learning planning, simple language and lots of useful information.” Omeltchenko added: “It was really pleasing for
us that, after all the hard work and time invested by the team across BAT and our partners Infi nity, the user feedback was so positive. Not only that but we’ve now shared some of our work with other, similar companies who are simply blown away by both the vision for the whole project and the quality of its execution.”
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