Retail industry across the world thrives on speed, precision, and most importantly, its people. So, a well-trained workforce isn’t just an asset. It is an imperative if a brand wants to achieve excellence in its operations while it continues to offer exceptional customer experiences.

For MAX, a leading value fashion brand under the Landmark Group, this necessity became a challenge amidst all the rapid expansion it was experiencing. MAX needed to onboard and train a multilingual, diverse frontline workforce that was spread across its 250+ stores in 16 countries including Kingdom of Saudi Arabia (KSA), Jordan, Egypt, UAE, Kuwait, Qatar, Bahrain, and Oman.

To address these challenges, MAX partnered with Enthral to leverage a mobile-first Learning Management System (LMS) branded as Max Neo which proved to be a timely onboarding and training solution. Enthral redefined Max’s training ecosystem and delivered measurable outcomes.

Here’s a closer look at what this partnership achieved:

MAX’s expansion across the GCC, India, Southeast Asia, and Africa came with some growing pain-points:

Lack of Digital Onboarding & Training: MAX’s onboarding approach initially relied heavily on in-person sessions, conducted monthly to accommodate new joiners across regions. But these sessions were proving to be time-consuming and inadequate. This was also the time when the pandemic-induced lockdown had totally disrupted classroom-based learning.

High Attrition Rates: Inefficient onboarding contributed to early attrition, particularly among new hires in frontline roles.

Time-Intensive Learning: The average learning time for each new joiner’s induction was 7 days, followed by refresher training and knowledge-building programs, which collectively added up to over 10 days. From an operational perspective, this process was time-consuming, and there were insufficient resources to effectively manage the learning initiatives.

Inconsistent Training Quality: Language barriers and duplicated content were some other issues and they led to discrepancies in learning outcomes.

Disconnected Learning Paths: In addition to above issues, a lack of structured career-aligned training also hindered employee engagement and growth.

Recognizing the need for innovation, MAX leveraged Enthral LMS to digitize its onboarding and training.

Key features included:

1. Tailored Onboarding Journeys

Enthral’s LMS empowered MAX to streamline their onboarding process by delivering six-day, role-specific induction programs for both management and non-management staff. Store managers followed a curriculum tailored to their leadership and operational responsibilities, while frontline employees, such as Sales Associates, Supervisors, and Department Incharges, received training designed for their specific roles. This level of customization enhanced the onboarding experience by ensuring each group gained the most relevant knowledge and skills for their respective positions.

2. Mobile-First Accessibility

Given that only 10% of MAX’s retail operators had access to computers in their daily roles, it was essential for the platform to be not just mobile-optimized, but mobile-first. Enthral’s intuitive mobile app catered to employees with varying literacy levels, improving accessibility and engagement. This allowed employees to access training seamlessly, directly within their work routine.

3. Multilingual Support

The platform offered both English and Arabic language options, catering to MAX’s diverse workforce across KSA, Jordan, Egypt, UAE, Kuwait, Qatar, Bahrain, and Oman. This feature helped overcome language barriers, ensuring effective and seamless training delivery across all regions.

4. Engaging Features

To enhance learner motivation and participation, engaging gamification elements like leaderboards, badges, and rewards were incorporated, transforming the learning experience. With employees spread across various locations, Enthral LMS also facilitated self-paced, online microlearning, providing a more efficient and scalable solution for training delivery.

5. On-the-Job Training

Enthral’s LMS seamlessly supported the 70-20-10 model, enabling the assignment and tracking of on-the-job training activities. This comprehensive approach ensured employees developed practical skills through real-world experiences and ongoing peer interactions, which proved especially valuable for roles like store managers.

6. Just-in-Time Learning

Enthral’s LMS provided employees with immediate access to the information they needed, preventing information overload. Training scenarios filmed in actual stores made the learning process more practical and relatable, directly linking lessons to everyday work situations.

7. Career Progression Tools

Employees could track their growth and access personalized learning paths that aligned with career aspirations, fostering professional development.

The partnership between MAX and Enthral delivered transformative results:

10% Reduction in Attrition Rates: Comprehensive onboarding instilled confidence in employees from the start.

$15,000 Annual Savings Per Region: Digital training eliminated costs associated with in-person sessions.

20-30% Boost in Productivity: Employees gained clarity on roles and responsibilities, enhancing performance.

98% App Adoption Rate: The mobile-first platform empowered learners, shifting 95% of training ownership to employees and managers.

83% Decrease in Classroom Time: Transitioning to blended learning reduced onboarding time from 14 to 5 days, improving workforce availability.

By opting for digital transformation with Enthral, MAX has not only optimized onboarding processes but also encouraged a culture of continuous learning. This success story highlights how investing in the right learning technology can enhance business outcomes and empower a diverse, global workforce.