In preparation for its new product launch, which will be unveiled in May, the company will run a series of pop-up events for its staff. Benefit will deliver the training via a mobile unit, which will be travelling the UK and Ireland to reach 2,000 consultants in Glasgow, Exeter, Belfast and Galway.
Consultants will also be able to message their teammates, providing instant comments on the training and enabling Benefit to make tweaks to the programme based on real-time feedback.
The roadshow events will be underpinned by the content on the app, created using Guidebook.
Jessica Sears, senior product manager of Benefit Cosmetics UK and Ireland, said: "We like to look at things from a slightly different perspective and using a mobile app to support our training goals seemed like a natural progression to us. Combining this app with the mobile training workshop gives us great flexibility and provides a fun element to the trainin, which is important as we want to really build a buzz amongst our whole team for this new product."
Wayne Morris, vice president, international at Guidebook, added that the company’s events were a great example of how the app could be used. "Benefit has taken a really creative approach to training and will no doubt reap the rewards of real-time feedback from its consultants and a truly scalable model that can be repeated in multiple locations."
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