Many retail company leaders think they need to update their retail sales training content to improve revenue and employee output. They think, “If I give my sales associates better training, my sales numbers will go up.”
But this mentality is misleading.
In our experience working with dozens of enterprise retail brands across thousands of locations, retail training problems rarely have to do with the quality of the materials — the training format is the issue.
Specifically, long-form sales training doesn’t work.
Companies are spending big money on training — we're talking about $954 per employee in 2023. But here's the problem: when that money goes toward traditional long-form training, most of it goes to waste. The numbers just don't add up, and retail leaders are noticing. With training budgets this high, it's time to use methods that work and deliver real ROI.
Below, we’ll cover what long-form sales training is, why it doesn’t work, and how to fix it. Specifically, we’ll review the research-backed training methods modern brands use, including:
- Microlearning
- Just-in-time learning
- Gamification
We’ll also show you how enterprise brands use our software — Bigtincan — to improve learning in their organization.
Note: If you want to see Bigtincan’s retail sales training platform in action, book a demo today.
What is long-form retail sales training?
Long-form training is often associated with retail training. Managers use paper handouts, a corkboard, team huddles, and series of videos on one or two computers running Windows 7 to deliver hours of training for retail sales associates.
Here’s what that typically looks like:
- Retail HQ purchases or creates a retail sales training program, then sends it to store managers.
- Each manager takes the training on the store-provided computer in the backroom or their office.
- The manager calls a group huddle and presents the training to the team.
- Employees remember as much of the training as they can.
- Materials for future reference are distributed in paper handouts, or pinned to a corkboard in the breakroom.
We call this long-form training because lessons are in one long session or series of sessions, followed by a test, followed by implementation. Using this model, it’s not uncommon for an associate to learn something, then have to wait days (or even weeks) before applying it.
As we’ll discuss below, even the best employees will struggle to pay attention to the information in a PDF or long presentation. And even if they do, they’ll forget 84% of the information within three days without robust follow-up training (which typically isn’t in place).
In this situation, it’s common for sales staff to forget most of the information they initially learned. Then they can’t answer customer questions, don’t remember product knowledge training, or how to present new store campaigns.
The outcome: customer relationships, sales, and revenue suffer.
When companies notice this problem, they often revisit their training materials, thinking the training program or content is at fault. But it’s not — it’s the long-form training format.
Problems with long-form retail sales training
The truth: you could hire the best sales consultants, purchase the best training videos, and deliver it all in an interesting presentation, and most retail associates would still forget the information within days.
Why? Because of a concept called the Ebbinghaus forgetting curve.
Image source: iSpring
Ebbinghaus’ Forgetting Curve is based on research showing most people forget up to 67% of what they’ve learned one day after hearing the new information. So, despite learning helpful and necessary information, retail associates can’t remember everything.
And worse, if an employee has a nagging question a few days later and thinks, “Hey, I think there was something helpful in that training, let me go look it up,” they’ll likely have to:
- Hunt down the paper handout they left at home
- Hope the public copy is still up on the corkboard
- Read through several pages of information to find what they were looking for
- Ask the store manager and hope they remember
Most of the time, employees give up instead and assume the information wasn’t that important. Now, they don’t remember the information they were told (because they’re physically unable to), and there’s friction in looking it up, so they can’t answer customer questions or sell new products effectively.
Throw on top retailers constantly launching new products and campaigns and high employee turnover, which makes keeping employees up to date even harder.
Again, the problem isn’t the training content. It’s the long-form format. To fix this, brands need an alternative to long-form training.
The 3 alternatives to long-form training
Modern retail organizations use 3 learning format changes to solve the long-form sales training problem: microlearning, just-in-time learning, and gamification.
1. Microlearning: Keep lessons bite-sized and boost retention
Research shows that combining brief training sessions with immediate practice is the most effective way to beat the Forgetting Curve. This microlearning approach breaks traditional hour-long training into 3-5 minute segments, followed by hands-on application.
For example, instead of a 30-minute video on product features, you may create:
- A 3-minute video on the top 3 features
- A role-play exercise to practice explaining those features
- A quick knowledge check through the mobile app
Store leaders can easily create these micro-lessons using Bigtincan's content authoring tools (AuthoringAI). When your top performers record short demos or quick tips, they essentially multiply their expertise across the organization. A high-performing associate in Boston can share their successful pitch technique with teams in Seattle within minutes.
2. Just-in-time learning: Train associates right when they need it
Just-in-time learning delivers training at the exact moment an employee needs it. While micro-learning breaks content into digestible pieces, just-in-time learning ensures those pieces arrive at the right time.
Here's how it works in practice: Instead of front-loading POS system training, a retail associate can pull up a quick video on processing returns right before helping their first customer with a return. They watch the demo, practice the steps, and immediately apply what they learned with the customer.
This approach is most effective through AI-powered mobile apps like Bigtincan that can predict and serve relevant training content based on an employee's role, schedule, and immediate needs.
3. Gamification: Increase training activity through competition and rewards
Gamification turns standard training into a fun, competitive experience. Here's how retail brands use Bigtincan's gamification features:
- Point-based rewards: Associates earn points for completing training modules, achieving perfect scores on knowledge checks, and maintaining consistent learning streaks
- Store vs. store competitions: Regional managers create monthly challenges where stores compete for the highest training completion rates or knowledge retention scores
- Real-time leaderboards: Digital dashboards display top performers across individual stores and districts, spurring healthy competition
- Tangible incentives: Organizations tie point accumulation to concrete rewards like gift cards, extra break time, or first choice of shifts
Combine retail training techniques for best results
The best retail training programs combine multiple learning approaches. While microlearning, just-in-time training, and gamification form the foundation, traditional formats still serve specific purposes:
- Compliance training works well in longer computer-based sessions
- Team huddles build relationships and reinforce culture
- Product launch videos provide comprehensive context
You can enhance these existing training touchpoints by layering in micro-learning moments and just-in-time resources. For example, follow up a product launch video with two-minute mobile refreshers on key features, or supplement huddles with quick competitive challenges.
A learning platform like Bigtincan combines these methods in one mobile-first system, making it easy for associates to access the right training format when needed.
Bigtincan is optimized for modern retail sales training methods
Bigtincan combines all the training and learning techniques above into one learning platform that adapts to each learner’s needs.
For example, a retail employee could log in to the Bigtincan mobile app right before they log in for work, and:
- See a notification about a new product release (just-in-time learning)
- Watch a quick video on the product features, benefits, and how to sell it to a customer (micro-learning)
- Get a point or check mark for completing this training and brushing up on sales know-how on the same day (gamification)
Because these trainings are shorter and delivered right when they’re relevant, the associate will likely remember product information and selling skills to serve customers better and close more sales.
This is possible with Bigtincan’s:
- Cross-platform functionality: Bigtincan works on phones, tablets, and computers.
- Push notifications: Managers can use push notifications to keep new products and company-wide announcements in front of employees.
- Custom-tailored UI: As part of the new hire onboarding process, we’ll help you tailor the Bigtincan UI for your brand. You can move, add, or swap UI elements on the homepage. And even insert dynamic sections that update based on AI-powered learning recommendations for individual users.
Learn more about how Bigtincan works in the retail industry in our article, The Best Retail LMS for Enterprise Brands: How to Onboard Employees Quickly and Boost Engagement.
Continuing with our example: When a customer asks about a specific product feature an associate doesn't know offhand, the associate can:
- Search for the exact information in Bigtincan's mobile app
- Show relevant product specs directly on their device
- Text or email the details to the customer on the spot
In this example, the retail salesperson is using:
- AI-powered search The search engine scans full document text, surfaces the latest versions, and suggests related materials - all in seconds.
- Just-in-time learning Instead of "Let me check with my manager," associates can say "I'll pull up those details for you right now" - maintaining the customer conversation and closing sales faster.
See how employees can use Bigtincan on the go in our article: Best Mobile LMS for Sellers: An Overview of the Top 4 Platforms Available Today.
Finally, later that day, the entire team gets together for a huddle, and the manager uses the admin view to track attendance and see who’s up to date on trainings. Then, the information funnels back to HQ for reporting and analysis toimprove future trainings.
This makes use of:
- Mixed learning features: See exactly where each associate stands across in-person and digital training modules — from onboarding checklists to product knowledge assessments.
- Multi-level reporting: Access customizable dashboards showing:
- Individual associate progress
- Store-wide completion rates
- Training effectiveness metrics
- Knowledge retention scores
The data helps the main office refine training content and delivery methods based on what's working in stores. For example, if analytics show associates retain product information better through 3-minute videos versus text guides, the learning and development team can adjust accordingly.
This approach to training — with the right info at the right time — leads to better sales and more active teams.
These are the same methods we’ve used to implement retail sales training at two recognizable, global retail brands: Two Global Brand Digital Retail Transformation Case Studies: Lessons & Challenges
Use Bigtincan’s white-glove onboarding to update your training practice
The key to better sales results isn't buying new training content — it's delivering existing training more effectively through:
- Bite-sized microlearning that boosts retention
- Just-in-time delivery when employees need information
- Gamification that drives participation and completion
Bigtincan combines these proven methods into one mobile-first platform, with white-glove implementation support to ensure your success. We've helped global retail brands with thousands of locations transform their training from static manuals to dynamic digital learning.
Book a demo today to see how Bigtincan can modernize your retail training and drive better sales results.
