Moschino uses artificial intelligence to train its retail teams

On June 25, Moschino made official its partnership with Yoobic, an artificial intelligence-powered platform specializing in employee experience for “frontline teams”. The Italian luxury brand, owned by the Aeffe group, hopes in particular to accelerate the skills development of its sales advisors and improve communication between its different markets.


It’s not easy to get boutique teams on board with e-learning training. Most of the programs available target employees who are able to telecommute, while few solutions exist for retail teams. Breaking the status quo, Yoobic, an American tech company founded in 2014, deployed its microlearning platform at Moschino last year. The American HR tech company has thus reported initial results showing the effectiveness of its hybrid model oscillating between social media application and game.


Gamification boosts effectiveness


Training can be fun, exciting and effective“. This is how Yoobic describes its micro-learning platform for in-store teams.


“My aim was to find a training tool that was smarter, more user-friendly and, above all, available on all smartphones,” said Luca Trignano, Global Retail Training Manager at Moschino, who was delighted with the initial results of the solution’s deployment, to the point of becoming a “fundamental tool for Moschino store teams”.


The Italian House reported certain difficulties in creating and launching a sales team training program that had not been overcome by previous solutions used.


By turning to Yoobic, the Italian luxury ready-to-wear and accessories brand discovered training modules adapted to retail constraints (standing, high customer presence, time-consuming management of point-of-sale and administrative tasks, increased use of cell phones for clienteling, speed of execution and high availability).


The first phases of the Moschino roll-out are already showing results. The completion rate for online courses has climbed to 98%, and store teams have expressed their enthusiasm for immersing themselves in the training modules. So far, the average course ratings are 4.7 out of five stars”, says the press release.


In order to develop engaging and stimulating training, including for customers, Moschino has made available to its sales teams a mobile application in collaboration with Yoobic. The app features an arsenal of learning and development content, including short videos, images and quizzes.


Drawing on the main principles of HR gamification, inspired by the codes of video games (passing and unlocking levels, obtaining badges and rewards, sharing and comparing results…), the solution developed by Yoobic also enables Moschino’s senior managers to generate healthy competition between colleagues. It awards points on the leaderboard for completion of the course and participation in the competition.


Enhanced connectivity

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Featured Photo: © Moschino

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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