Branded Online Training Platform Molds Trusted Advisers For New Balance Retail Stores

June 2014 Integrated Solutions For Retailers

By Sally Jones, contributing editor

The global footwear company leveraged a new training program to create knowledgeable retail sales associates, improving the customer experience and boosting sales.

As a retailer, what do you most want for your front-line sales employees? If you’re New Balance (NB), you want every retail sales associate to walk (or run) a mile in a pair of your shoes before selling them, turning out knowledgeable brand ambassadors who can help customers find the perfect fit. But with a large and often transient sales force, that can be a difficult proposition.

As the number of retailers carrying New Balance products continued to increase, the $2.6 billion company realized it needed help reaching retail sales associates on the ground. With just 100 field reps scattered across the United States, it was impossible to effectively educate salespeople on new and existing product lines. And the seasonal nature of many of its employees added to the burden.