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Home Blog Gen Z Communication; How FRNTLNE is Revolutionizing Retail Education
11Dec

Ep#44 : Gen Z Communication; How Frntlne Is Revolutionizing Retail Education
By Claire Wescombe | Blog, Podcast, Real Talk With Outperformers, The Outperformer, Brad Eisenhuth, Gen Z, Communication, Corporate, Small business, Entrepreneur, Business Success | 11 Dec 2023 |
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In the latest episode of Real Talk With Outperformers, Brad interviews Mark John, the CEO and Founder of FRNTLNE. Mark shares his personal journey as an entrepreneur, as well as his insights on the challenges of communicating with Gen Z and the importance of upskilling and certification in today's workforce. He also discusses the controversial education format known as “Edutainment” – and how FRNTLNE uses it extremely successfully.

Here are some highlights of his conversation with host, Brad Eisenhuth:


Mark's Journey to FRNTLNE

An experience at Bunnings turned out to be a pivotal moment in shaping Mark's desire to improve communication in the workforce. On this occasion, he arrived at Bunnings, on the look-out to purchase a specific type of drill. However, he found himself unable to get any valuable insight or advice from the staff that worked there - and their lack of knowledge alarmed him. Afterward, he went to another retail store, still on the lookout for his drill – only to receive the same interactions with employees who did not have the knowledge to help him. This highlighted to him that there was a huge need for better communication and education in retail environments.

This led him to develop FRNTLNE, a next-generation platform that helps employees learn in a fun, engaging way. Training is delivered through TikTok-style micro videos to boost retention and recall of key product information and ultimately, helps retail staff provide better customer service. There are many scientific theories to support using these micro video styles for education and one that Mark references is called ‘Space Repetition’, which is all about creating the memory, retaining it, and recalling it – something these short-form video formats excel in.


Gen Z's Commerce Landscape

Mark’s take on Gen Z's behavior is very different from the usual bashing received from older generations. Mark recognizes opportunities rather than criticisms. He believes Gen Z, equipped with unprecedented access to information and digital platforms, is reshaping commerce dynamics. Unlike previous generations, they have unreal access to information, and they can use said information to, for example, effortlessly establish a Shopify store and delve into e-commerce with no formal training. Which is a testament to their entrepreneurial spirit and unique skill when it comes to technology

Mark discusses how Gen Z  is really commanding the next generation of commerce through their unique purchasing behaviors, notably through platforms like TikTok and social selling. Gen Z exhibits distinct tendencies, defying traditional norms proudly. They crave immediate value, acknowledging their influential role in shaping commerce's future. 


The Power of Certification

While certifications may not hold much weight for seasoned professionals, Mark explains they can make a significant difference for those just starting their careers and have nothing on their resume. Employers and managers often view certifications as a sign of the right mindset and a commitment to continuous learning, so having a large number of certifications can really help boost their credentials.

Mark recognizes this, and offers certifications and upskilling opportunities through FRNTLNE, to aim to provide individuals with a competitive edge and help them progress in their career journeys, no matter how new to the workforce they are.


 ‘Edutainment’

FRNTLNE's commitment to revolutionizing education is evident through its collaboration with Coles, a testament to the effectiveness of its strategy. The focus was on training front-end staff on Flybuys, aiming to boost advocacy and customer awareness. The course saw huge success, which was partly attributed to its highly engaged, short, simple, and fun format, termed "edutainment."

In a discussion with Brad, Mark reflects on his initial skepticism of edutainment, and he acknowledged its potential pitfall of losing sight of problem-solving and the risk of being ‘just for fun’. However, he goes on to explain its suitability when dealing with shorter, more straightforward courses like the one implemented at Coles. He further explains its huge benefits when used correctly, and notes it’s extreme success when used with a younger Gen-Z audience.

Mark provides additional examples, sharing their success story with Bondi Sands, who were the first brand to embrace FRNTLNE. Despite initial scepticism from Priceline, Bondi Sands were set on FRNTLNE, leading to increased sales and team member confidence. Mark emphasizes that instilling confidence in your brand is a key marker of success that has helped create strategic deals with Pharmacy for Less, Emirates Group and Paramount Liquor. 


The ongoing journey of FRNTLNE

As FRNTLNE gears up for huge partnerships with Ryanair and the Emirates Group, Mark attributes the company's success to a combination of luck, persistence, and being consistently present and available in front of potential clients. He also talks heavily on the importance of putting his team first, and ensuring that they have everything they need to see success.

Mark is not only transforming the way employees learn but also shaping the future of workforce development and empowering employees and improving customer experience all around the world. 


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