With over 2,500 stores, Boots are one of the leading pharmacy-based and beauty led retailers in the UK. Every year in November and December they deliver training to distribute knowledge to over 45,000 users (including temporary Christmas staff) about their Christmas offers, products and services.
Historically this training had consisted of a standard 20 minute e-learning module, but with the high volume of new offers and products they receive at Christmas, Boots decided it was time to try something different in order to refresh their training approach, encouraging excitement and generating emotional responses from their learners.
This work was undertaken with Mind Click prior to it's acquisition with Learning Pool and having worked with Mind Click for over 5 years, Boots entrusted them with the difficult challenge of creating a unique and innovative solution that would reinvigorate their Christmas training.
“We trusted the team to come up with a great solution when we set them the difficult challenge of creating something wildly different to our previous training delivery” – Steven Evans, Retail Learning Academy Manager, Boots
The Result and Impact at Boots UK
How does the game engine work?
Fully SCORM compliant, users’ progress can be fully monitored and tracked when hosted on a LMS. Multi-device and responsive, the game engine is fully compatible with both Android, iOS (and of course, desktop) so the game is great for modern learners on the go.
Since the launch of the product knowledge game Boots have seen a significant impact driven fully by their usage statistics. For the Christmas 2015 season when the game was launched, Boots saw a massive increase in users from 15,000 in 2014 to over 45,000 by Christmas 2015. This is a massive 200% increase in users in just one year, highlighting the massive impact the game has had on learner’s engagement and driving the emotional response Boots desired.
The powerful influence the game made on learners is also reflected in their increase in completion rates, rising a huge 50% from the previous year.
Gamification has transformed training at Boots, provoking emotional responses and enthusiasm in their learners, which ultimately reenergised how they feel about L&D. The buzz generated from the game even managed to reach key stakeholders in Boots, who have now requested to gamify their departments’ training also. As well as this the Christmas game secured the silver award for 'Best Learning Game' at the 2016 Learning Technologies Awards.
Looking forward, Boots now plan to use gamification as a key part of their L&D offering and they are looking into opportunities to repeat the game format again in different learning contexts.
“The game has really changed the way people feel about training and L&D in our stores, there was almost a palpable sense of excitement. I’ve never had so many people approach me to discuss a piece of learning and how it made them feel.”
What is gamification and what does it really entail to make it work in organisational training environments? We help to drive tangible business results using effective game mechanics that are appropriate for your audience and subject matter.
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