Specialty retailer invests in in-store experience, empowering associates while reaping massive productivity gains
TORONTO, Feb. 5, 2019―Nudge Rewards, a mobile-first company that helps retailers with frontline employee performance and engagement, today announced that DAVIDsTEA Inc. (Nasdaq: DTEA), a retailer of specialty tea, is using Nudge’s frontline employee performance solution to help retail associates deliver a world-class experience, while streamlining communication between head office and stores.
DAVIDsTEA selected Nudge Rewards to empower their Tea Guides—in-store tea experts who make tea fun and accessible for store visitors—with an engaging employee smartphone app that puts information and best practices right at their fingertips. The DAVIDsTEA customer base is loyal and knowledgeable and according to the company’s consumer data, 97% cite Tea Guides as a key factor in their satisfaction. DAVIDsTEA rolled out the mobile solution last fall for 2,500 store associates and managers across 238 locations.
Upon launch, DAVIDsTEA saw a 96% adoption among store staff, as well as a 90% approval rating from the in-app survey. Cost-savings due to productivity gains from Nudge-enabled staff are already well in excess of the investment in the program, with each manager gaining 1.5 hours of valuable coaching time back per shift. Tea Guides are beginning their workday already armed with the information they need to help customers select from over 100 varieties of premium teas, and are able to guide interaction on the season’s promotions through education and sampling. Nudge provides laser-focused mobile performance training and a direct line of communication between head office and stores, resulting in thousands of hours saved by employees and notable benefits to the topline.
“Customers are coming into the store more educated than ever,” says April Sabral, DAVIDsTEA VP of Global Retail Sales and Operations. “We decided to work with Nudge to ensure that our Tea Guides have the right information and feel confident and empowered to deliver an outstanding in-store experience. Nudge offers a very precise way to deliver the most important information directly to our staff, which also helps enhance overall productivity and engagement. It’s a win-win.”
“DAVIDsTEA is a perfect example of a retailer who prioritizes the people that bring their brand to life every single day,” says Jordan Ekers, Chief Customer Officer, Nudge Rewards. “We love working with such visionary brands, and are excited to see how effective Nudge has been for DAVIDsTEA’s workforce in such a short period of time.”
DAVIDsTEA is a retailer of specialty tea, offering a differentiated selection of proprietary loose-leaf teas, pre-packaged teas, tea sachets, and tea-related gifts, accessories and food and beverages, primarily through 238 company-operated DAVIDsTEA stores throughout Canada and the United States as of November 3, 2018, and its website, davidstea.com. The Company is headquartered in Montréal, Canada.