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innovative thinking: talking shop


Communication, training and sharing best practice


Hughes Electrical is developing a new training platform for its staff, working with T21 Training and Development. Gregor Muir went along to the retailer’s flagship Norwich store to find out more


A


s I arrive at the flagship Hughes Plus store on Hall Road in Norwich, there’s a commotion in the car park


as a driver nearly clips a cyclist and angrily remonstrates with him. Fortunately, it’s all for show.


The scene will open one of four new training videos for Hughes Electrical, designed around giving new and experienced staff the groundings of retail, as well as tips on improvement and key skills.


The experience your


customers get is only as good as the training you give your staff


The filming of the videos is, again, just a


part of the picture. Hughes is working with T21 Training and Development to implement a new online training portal for its entire staff. Alongside all the information employees might need to improve their abilities on the shop floor, the portal awards badges, points and certificates to staff working through the training courses written into the site. There are cross-store leaderboards, quizzes, forums and news pages, and managers are able to access detailed metrics in order to review and report on group, and individual, progress through the training. “The videos are our way of launching the


website,” explains Hughes Electrical human resources director Nick Heffer. “We wanted a really professional launch for the training portal. By making these videos, we can communicate key messages in a powerful, accessible way.” Staff support is a big part of the investment,


Nick adds. “We’ve been Investors in People Gold, so highly accredited for communication and training, for some years,” he explains. “We’ve done training for years, but because we haven’t had a dedicated digital space, it’s spread out in different places. It’s time to move on. The new system is more interactive; it’s a question of bringing it up to date, people on


12 | www.innovativeelectricalretailing.co.uk


the training website can use it in their own time, and at their own pace.” Working with T21 on the scripts for the training videos has also allowed Hughes to focus on particular areas for its shop staff, in line with its broader company objectives. One of those objectives is focusing on in


store theatre and demonstrations. “The internet can beat you hands down


on price, on availability, on information,” says Hughes Electrical sales director Andy Pallant. “It’s why people come into the shops that we’ve tried to get hold of this year. People want to see the products, to play with the products, a bit of theatre is what we’re trying to emphasise. People like people, and they’re not going to get that on the internet. The way I see it, shopping on the internet is like watching fireworks on the TV. You see it all, you hear it all, but it’s not really the same. You don’t get the feel, the atmosphere, and that’s what we need to create in store to make sure the customers come in and stay in, and buy here. “Demonstrations are key to keeping it


interesting. Use the SDAs [small domestic appliances], get the smell of coffee in the air. Educate customers; they don’t know


about steam cleaners, but if we show them how they work and how easy they are to use, people buy them. It’s as simple as that. That’s something the internet cannot do.” In a wider sense, Andy believes the investment in training is indicative of how Hughes operates as a business. “When times get tough, a lot of people cut out training,” he says. “Training is one thing you shouldn’t cut out. The experience your customers get is only as good as the training you give your staff. We firmly believe that’s the way forward. Invest, make your guys better than anyone else.” Nick adds: “We’ve always taken a long term


view. The training you do now will pay off next year. It’s keeping the values of the company, that focus on customer service.” Looking ahead is also advisable when considering how the training portal will develop. “We know this is just the beginning,” Nick continues. “We’re giving birth to it, but it needs to grow. If you don’t keep generating content and keeping things engaging, rather than being exciting, you have a website that’s the same as it was three months ago. You need new content or it’ll drift.” Keeping things fresh and engaging for staff is essential, and there are plenty of ideas for


Doubleshot producer and director of photography Ed Thomas and production manager Hannah Squires prepare to shoot an action-packed scene outside Hughes Plus in Norwich


July/August 2016


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