The experience of Dior Travel Retail

In charge of Business Travel activity for the Dior brand in airports and duty-free shops, DTR relies on PowerVote to optimise the training programmes designed for its international sales forces.
A total of 750 employees, exclusive representatives for the brand, are concerned by the programme.

Catering for passing trade, airport sales areas and duty-free shops are meant to put forward a “travel offer” and promote the latest products of the Dior brand, including beauty care products, make-up and perfumes.

In order to offer the friendliest service and impeccable advice to an often hurried clientele, Dior Travel Retail has chosen to use the PowerVote interactive meeting system, based on electronic voting, during all of its training courses.

“We require that our personnel memorise a considerable amount of information, in particular with regard to the beauty care treatments. This necessitates a perfect understanding of the technological aspects and performance of the various product ranges,” explains the Director of Training at Dior Travel Retail.

“In order to allow our teams to best position our offers before a particularly demanding clientele, we chose to favour a solution that provided both optimised message memorisation thanks to playful training sessions and an immediate evaluation of the audience’s knowledge level.”

The first training sessions began in March 2007 for the EMEA region and in June for Asia and America. “The added value of such a solution is allowing us to avoid the tedious, time-consuming processing of paper-based questionnaires. We could now freely create, modify and personalise our questionnaires, based on the immediate needs of each region. For our instructors, in charge of programme content, this saves precious time and ensures that the courses meet the needs and expectations of our personnel,” she continues.

The PowerVote system has already been enthusiastically tested by the DTR management teams and instructors (over 110 people) during the presentation of the 2007 marketing plan. Equipped with voting keypads, several teams representing each region were able to participate in an interactive presentation into which 30 questions had been inserted dealing with the positioning and specificities of the brand. “The interactive presentations – into which we were able to insert questions, while graphically displaying the results in real-time as ‘rankings’ – naturally encouraged the participants’ involvement and spurred competition among the teams,” concludes the Director of Training.

For more information: http://www.dior.com