Ruby Ribbon Announces Launch of Mobile Learning Platform
In-depth Stylist training and development has fueled the company's rapid growth; from a start in August 2012, there are now Stylists in 48 states, adding thousands of new customers every month. Stylists provide high-touch service including personalized fittings, and often have teams with dozens of members. The company provides training on the styling and fitting of its apparel products, as well as courses on time management, running a productive pop-up event, and effective sales techniques.
'Using game mechanics is perfect for direct selling because the achievement of rewards and recognition have real value in this channel, and socially broadcasting accomplishments to peers leads to higher levels of engagement and increased retention,' said Betty Palm, former President of Dove Chocolate Discoveries - a social commerce division of Mars Chocolate, who is also an Advisor to the company. 'As a young company in the social selling space, Ruby Ribbon is establishing itself as an innovative leader with tools like CONNECT that have high appeal for today's new breed of direct sellers.'
Up until now, Ruby Ribbon's training materials had been available only online. With CONNECT, a Stylist will be able to access the library from her tablet, Android or iOS smartphone. In addition to making content available in this format, the company has modified and added curriculum so that Stylists can access it as time allows - for instance, in the few minutes available between appointments. The investment in this new technology was strategic as 95% of Ruby Ribbon Stylists have a smartphones, 65% have tablets, and most of these Stylists seek flexibility in consuming the content while on-the-go.
'Our Stylists are active entrepreneurs with busy lives. Giving them great training tools in a way that is fun and fits their lifestyles is core to our mission and company values,' said company Founder and CEO, Anna Zornosa. 'With CONNECT, we are using mobile technology and gamification to engage our base in an interactive way, while recognizing her when she accomplishes key tasks that help build her business.'
CONNECT was in alpha testing throughout the summer. In July, the company released its beta version to approximately 20% of its sales force. Beta testing proved successful as 80% of the beta testers performed the majority of the initial tasks.
Upon registering for CONNECT, Stylists receive a starting list of tasks to complete, such as setting up their profiles, listening to a welcome message, taking a survey and signing up for an upcoming companywide training call. After completing each item, they receive reward points and badges, based on the activity completed. Once tasks are fulfilled, CONNECT assigns another set of 'to dos,' for Stylists to earn more points. There is an overall 'Leader Board' that tracks the highest scoring Stylists, generating friendly competition amongst the group to get the most points.
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