Induction training repositions Wickes for the future
Article Type: Notes and news From: Industrial and Commercial Training, Volume 42, Issue 5
UK do-it-yourself store Wickes has introduced an intensive induction and training program for its design consultants, following its decision to expand its bathroom and kitchen range.
Angela Cooley, group training manager responsible for sales at the 5,000-employee company, explained: “Plans were drawn up to expand our kitchen and bathroom offer, extend our installation service and commence TV advertising. The new bathroom range was introduced in 181 showrooms over an eight-week period and followed a few months later by a new kitchen range.”
Wickes invested £5 million in the new strategy, of which £65,000 was allocated to training new and existing design consultants and store management. Following an intensive recruitment exercise, Wickes employed 60 additional design consultants who typically had worked for MFI, which had closed earlier in the year.
An in-store induction program and one-week residential course at the company’s national training center were devised for the new staff members. After this, the new staff joined existing design consultants and store managers on a one-day course created to inform them of the bathroom and kitchen ranges on offer.
In total, 780 members of staff underwent the training, becoming familiar with the vision of the company, latest selling techniques and the products available. In a period of 12 weeks after the training, sales increased by 41 percent.
Angela Cooley continued: “The long-term strategy involves repositioning Wickes showrooms and establishing the business as a kitchen and bathroom specialist. Training and development continue as we reinforce learning and prepare colleagues for the introduction of the new kitchen ranges.”
Building on the success of the initial training program, 500 design consultants have completed an e-learning course, attended regional conferences and have consolidated their learning with post-conference e-learning and assessments.
The Wickes operations director, David Furness, said: “From the very start the training team led the way culturally, spearheading change with their flexibility, resourcefulness and enthusiasm. Our store teams followed their lead and went out of their way to support the training and welcome in new colleagues. I am confident that the foundations of our kitchen and bathroom strategy are now in place and that this training has given us the start we needed.”
The company won the “Now is the Time” prize in the latest National Training Awards.
