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Empowering Retail Associates with Engaging Training Material


Whirlpool, Maytag, and KitchenAid are leading consumer appliances brands. Other than the end customers there is a significant set of audience with whom, these brands have to constantly communicate: Retail Sales Associates. These RSAs have a major influence over customers’ decision-making process of buying appliances. It is extremely crucial to keep RSAs up to date on the latest innovations and technology from the house of Whirlpool. The brands wanted to create learning content for RSAs which is easily accessible and palatable.


BTI conceptualized and produced a series of 64 training videos in English and French across 3 brands and multiple appliances categories. The BTI team worked closely with the Whirlpool appliances trainers to develop ‘easy to understand’ scripts to demonstrate appliances features and Use & Care. The In-House production team executed the entire project from setting up a makeshift studio in Whirlpool’s warehouse to post-production and voice-over recording.


All these videos have been incorporated in Whirlpool’s internal LMS as well as are hosted on their secure resource portal “WhirlpoolCentral.ca” to enhance RSA’s knowledge. It is a great tool for knowledge refresh as well as introductory training for new sales teams. BTI is proud to have been awarded Gold Hermes Awards for producing this intellectual property. 

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