OFED

Freelance platform grows

1000% in a year

The electrical retail industry - think: MediaMarkt, PhoneHouse, and Expert - faces significant challenges: it is a sector with many young employees who have relatively short tenures, and the products they sell (washing machines, televisions, and game consoles) are continually evolving. How do you ensure that employees stay longer, especially in these times of labor market tightness? And how do you keep the skills and product knowledge of store employees on-point so that they can offer consumers what they come to a physical store for: optimal service?

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Digital

Impact

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Digital Impact

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Industry

Training

Phase

Validate, Develop, Grow

Solution

E-learning platform

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Solution

An online learning platform for the entire industry

In 2023, Freshheads and the Training Fund for Electrical Retail (OFED) launched a new online learning platform for all store employees in the industry. All the training they need is brought together: onboarding programs from various retail chains, industry-specific training, and also product training from suppliers such as Miele, Samsung, and Sony. The custom solution ensures that everything the platform can do is fully aligned with the industry's goals and the expertise employees need to build their careers.

Result

10,000 users with growth spurt

“The new academy makes learning a lot easier and more fun,” says Annemarie Arensen, program manager at OFED. In the first four months that the platform was live, 10,000 employees registered on the platform, who together completed 58,000 trainings and rated the platform with a 9. The affiliated retailers notice that job satisfaction is increasing and performance is improving.

In addition, the learning platform creates more connection in the industry. The affiliated retailers are essentially competitors of each other and could have each developed their own learning platform, but now they all benefit from a single environment where everything comes together. This way, the industry grows as a whole.

Login scherm voor de e-learning app van ETD Academy met een toets

Verschillende inlogschermen aangesloten retailers OFED

Process

Stakeholder management on steroids

OFED collaborates with Techniek Nederland, FNV, and CNV Vakmensen. Additionally, there are about 70 retailers, dozens of product suppliers, and 18,000 employees who all need to believe in the power of the learning platform. How do you ensure that all these people with all these diverse needs, sometimes even competitors, come together around a single product they all support? “Freshheads played a key role in managing the stakeholders,” says Annemarie. “The team made sure everyone was on the same page, that we truly collaborated, and that the needs of the learners were central. Because if they don't embrace the platform, it doesn’t hold much value.”

Verschillende retailers vertegenwoordigt in afbeelding

10,000

users

63,000

completed training

5 prijzen

"With this e-learning platform, the foundation has given its raison d'être a significant new boost. An example of a trade association that truly does meaningful things and thus remains relevant in its sector."

Expert Panel Dutch Interactive Awards 2023

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