Talk Retail - International communication skills for retail

The needs addressed by the Talk Retail project emerged from the necessity to ease the shift of traditional retailers from physical shops to e-commerce. The needs became even more prominent during the COVID19 pandemia, with more and more traditional shops being put in a risky position. In fact, it emerged more clearly that for any business to survive in the retail industry, international and online sales were vital, in order to open a wider market segment. Therefore effective international communication skills, either English and communication soft skills appear to be must learn competences to be spent in this new business dimension, so to ease this transition. With this project the Consortium wanted to address the following needs for workers in the retail industry: - Need to improve their English communication skills - Need to improve their international communication skills + soft skills - Need for lifelong learning opportunities that adapt to their needs and their pace/time of study - Need for social media strategies for international networking - Need for opportunities to build a network with other SME's in the retail industry around Europe.

The overall goal of the project was to promote the development of skills and soft skills among retail workers, with a specific focus on communication in an international context. The specific objectives of the project were: 1.Create awareness among retail workers about the importance of soft skills and communication skills in an international sales environment. This objective aims to raise awareness among workers about the importance of these skills to succeed in the industry. 2.To provide a self-assessment tool to assess competence levels in soft skills and communication skills. This tool helps workers understand their current skills and identify areas where they could improve. 3.Offer online courses that enable retail workers to develop their skills in a flexible manner tailored to their specific needs, including English proficiency and communication on an international scale. 4.Encourage the active participation of retail workers in non-formal and online learning paths, promoting continuous learning in the sector. 5.Create networking opportunities for retailers, facilitating them to connect with each other to share experiences and knowledge. 6.Stimulate the creation of a European network between manufacturers and retailers.

The implementation of the Talk Retail projects was carried out through the realization of several activities within its Project Results, allowing the achievement of the project’s objectives. Along the project results the consortium has always adopted a participatory approach. The involvement and contribution of the target group was really precious to produce better learning materials. The first phase of the work focused on the creation of the Retail Skills Guide, a survey – translated in each partner language – was spread among the direct target group (retailers) to identify the 10 most important communication and soft skills needed in the retail sector. In accordance with the results of the surveys analyzed in the report - available also in all the partnership languages – the Guide was developed. A desk research has been conducted, analyzing the replicable best practices for creating the self-assessment test, which served as basis for the creation of the 8 self-assessment test ( 1 for each course module of the Retail Talk Training , plus a pre-assessment), as preliminary activity for the users of the platform. A desk research has also been conducted under the PR3, to analyze the existing good practices in microlearning format. The outcomes of the research and the “talk retail skills”, identified in the PR1, served as basis for the development of the Retail Talk Training Blueprint, as structure and methodology of the microlearning courses. The consortium created the course contents, consisting of 8 microlearning course modules, each divided into 6 units, and each unit contains 5-6 short learning pills, for a total of about 280 multimedia contents created. The course, reviewed through an internal cross-check among partners, was tested within the target group (79 participants), as well as the results produced under PR2 (self-assessment evaluation tools with 123 participants). For the creation of the EU Retail Network, the consortium developed a Social Media Networking Guide, as a 30-pages handbook useful for self-promoting one's business online, and a networking platform, useful to connect retailers in partner countries from there new business opportunities can potentially arise. 50 retailers in total were involved to join the platform, creating their own profiles and increasing their business visibility. Throughout the project timespan, several dissemination activities were conducted through the main channels developed – website, newsletters, social media pages– aimed at raising awareness on the project, the topic addressed and its objectives, firstly within the target group and the main stakeholders in the retail sector.

The project's objectives have been achieved through the several concrete results produced. As concerns the Retail Talk Skills results, these include an international report on the retail worker situation, among the partner countries, which allowed the identification of 10 most important communication and soft skills in the field of retail. These findings lead to the creation of a guide for effective international communication, providing the technical information and tools to properly manage the soft skills needed to guarantee the success of e-commerce. In the framework of the Retail Talk Training it was created a collection of 8 microlearning courses modules in English, focused on specific aspects of international sales in the retail industry and developed in accordance with the microlearning methodology. In fact, each course module is divided into 6 units and 36 short videos per each were created. Additionally, within RT Skills Self Evaluation, a self assessment tool was developed, to allow the learner to evaluate the personal communication skills, before starting the learning path through the training material. Within the EU Retail Network, to support networking opportunities and the connection within the retail sector, the consortium developed an online networking platform for retail SMEs across Europe, enabling them to showcase their enterprises and products while connecting with other SMEs, beyond the national borders. Additionally, a comprehensive guide on social media strategies for international networking in the retail industry is available. For the efficient and effective communication and dissemination, as well as monitoring and management of the project's activities, a Quality Assurance Plan and Dissemination Plan were developed, as guidelines and tools to support the consortium throughout the project.