Dixons Carphone recognises that excellent customer conversations, expertise and demonstrations will give them the edge over online stores. They wanted a vibrant, modern and accessible publication that would deliver product information in a clear, memorable format to educate employees.
Headlines and Dixons Carphone’s Learning and Development team have been publishing The Plug, a straight-talking learning tool equipping colleagues with product knowledge, for more than a decade.
We think outside the box; a recent edition of The Plug to launch the Samsung AddWash involved a 3D toolkit designed to look like a washing machine, housing our regular magazine. Inside was a video-in-print screen playing demo videos, along with other items to help them bring conversations and demonstrations to life in store.
The success of The Plug – special publication category winner at the IOIC Awards 2014 – is measured through sales performance, employee engagement and by how satisfied customers are with the service they receive.
A mystery shopping report showed washing machine demonstrations rose 28 per cent, up 10 per cent on the same quarter the previous year, thanks to The Plug. It also showed that 13 per cent of employees offered mystery shoppers demonstrations on a particular small appliance that year after it featured in The Plug – compared with none the previous year.