Citation
(2004), "Shoe-shop staff Shine! in training", Industrial and Commercial Training, Vol. 36 No. 2. https://doi.org/10.1108/ict.2004.03736bab.003
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited
Shoe-shop staff Shine! in training
Shoe-shop staff Shine! in training
UK shoemaker and retailer Clarks has adopted a new induction programme to ensure that its store sales teams are equipped to help to achieve the company's goals.
Some 6,000 of the company's 10,000 retail staff have already undergone the training, named Shine!, which has won a UK National Training Award.
Clarks International, of Street, Somerset, introduced the training as part of a strategic plan to improve performance, productivity and employee retention across its 600 stores.
New starters receive Shine! on their first day. It comprises four workbooks, presented in a specially designed tin, with a pencil and sharpener. Team members work at their own pace, and the workbooks can be used on the sales floor to allow them to apply and practise the learning.
As the titles of the books suggest, information is introduced gradually. The first workbook, named Just a Glimmer, covers safety, the job, pay, hours and rules. The next is A Ray of Sunshine, which includes selling steps and finding stock and equipment. In the Spotlight builds up knowledge of products and shoe-care. The last workbook, Full Beam, covers till, deliveries, credit cards, cheques and refunds, and includes a section on selling skills and an introduction to selling children's shoes. All the workbooks are written in an informal and relaxed language and use visuals to engage learners.
Starters are paired up with experienced colleagues – known as buddies – who help them, and sign off newcomers against measurable standards.
The training and development manager, Sarah Kavanagh, said: "A year on, Shine! has been accepted as part of the training and development culture in stores." New starters reach the required level of performance within 12 weeks, and those completing the programme have a higher productivity than their store average.
Shine! has helped to retain staff, reducing turnover by 15 per cent over a 12-month period.
Sarah Kavanagh concluded: "Shine! is unique in its design. It is so right for our business and the people at the heart of the business."