digiskill-retail project: online course for retailers available in all partner languages
As part of the Erasmus+ project ‘digiskill-retail’, a comprehensive online course has been developed and is now available in English, Bulgarian, Greek, Estonian and German.
The eLearning programme is aimed specifically at trainees, teachers and employees
in the retail sector and comprises a total of 45 modules.
The aim of the training programme is to promote digital knowledge and skills in the sector
and teach them in a practical way.
The course is divided into four central areas of expertise, which are designed to be
interactive and application-orientated:
- Information and data skills – Products and services
- Communication – product presentation and advertising measures
- Collaboration – information exchange / communication
- Creation of digital content – Online trading
The practical exercises ensure that the theoretical knowledge can be put directly
into practice and will be remembered in the long term.
Interested participants can start the course immediately.
Trends in Digital Skills in Retail for 2024 and Beyond
The retail industry is undergoing a major transformation as technology advances and consumer habits shift. In 2024, having strong digital skills is no longer just a bonus—it’s essential. This article highlights key trends in digital skills that are shaping the retail sector today and what we can expect in the near future.
1. AI and Data Analytics
Artificial Intelligence (AI) and data analytics are becoming core skills in retail. Retailers are using AI to improve customer experiences, manage supply chains, and personalize marketing. In 2024, understanding how to use data to make smart decisions is a must. Retail professionals are expected to know how to analyze consumer behavior, manage stock, and set prices using data-driven tools.
2. Omnichannel Expertise
Consumers now expect a seamless shopping experience, whether online, in-store, or on mobile apps. This has made omnichannel expertise a critical skill. Retail workers need to manage and optimize these various channels, ensuring customers have a consistent experience no matter how they shop.
3. E-commerce and Digital Marketing
E-commerce continues to dominate, making digital marketing skills more important than ever. Retailers need professionals who can create and manage online marketing campaigns, track their performance, and adjust strategies based on data. Knowing how to use tools like SEO, social media, and CRM systems is crucial.
4. Cybersecurity Awareness
As retail becomes more digital, the risk of cyberattacks increases. In 2024, understanding cybersecurity basics is essential for anyone in retail. This includes recognizing phishing attempts, securing payment systems, and following data protection laws.
5. Customer Experience Design
Creating a great customer experience (CX) is key to standing out in the retail market. Retailers need employees who can design user-friendly websites and mobile apps, and use new technologies like augmented reality (AR) to make shopping more engaging.
6. Sustainability and Ethical Sourcing
Consumers are demanding more sustainable and ethically sourced products. Digital skills in tracking and reporting on sustainability, managing supply chain risks, and ensuring ethical standards are becoming increasingly important.
7. Blockchain in Supply Chain Management
Blockchain technology is being used in retail to improve transparency and security in supply chains. Knowing how to implement blockchain systems can help retailers reduce fraud and improve product traceability.
8. Personalization with AI
Personalization has evolved with AI, allowing retailers to offer customized experiences based on customer data. Skills in using AI for personalized marketing and product recommendations are in high demand.
Looking Ahead
The demand for digital skills in retail will keep growing. Future trends include more automation, a stronger focus on data privacy, and the use of emerging technologies like the metaverse. As sustainability becomes even more important, skills related to sustainable practices will also be highly valued.
Addressing the Skills Gap with the Digi-Skill Retail Project
The Digi-Skill Retail project directly addresses many of these emerging digital skills needs in retail. By providing training and resources in areas like e-commerce, digital marketing, information and data literacy, and cybersecurity, the project equips retail professionals with the tools they need to thrive in this evolving industry. It also emphasizes the importance of sustainability, ensuring that participants are well-prepared for the future demands of the retail sector. Additionally, the project partners are exploring continued collaboration options to address new skill gaps emerging in 2024 and beyond, ensuring that retail professionals remain equipped to meet the evolving challenges of the industry.
Estonia (BCS), 27.08.2024
Learning scenarios for teachers and training staff
Following the successful development of the online training courses, the focus at the end of June 2024 was on developing learning scenarios for different framework conditions.
Taking into account the different learning environments – vocational schools, training providers and companies – customised learning scenarios were developed in collaboration with teachers and training staff in the retail sector. This should enable the e-learning units developed in the project to be used effectively. In addition, the competences and skills of trainees in the retail sector will be promoted. The first results will be available from autumn 2024 and can be used.
Berlin (zbb), 22.07.2024
Multiplier event in Berlin
Students from Ruhr West University of Applied Sciences, teachers and retail employees took part in the Multiplier Event in Berlin on 11 June 2024. The aim was to get to know the latest digital technologies in retail live in the retail garage and to exchange ideas about them. In her keynote speech, Bettina Wilhelm, Managing Director of the Zentralstelle für Berufsbildung im Handel e.V. (zbb), emphasised the importance of teaching digital skills and competencies to trainees and employees in the retail sector and presented the short digital learning units developed in the digiskill-retail project on the Moodle learning platform.
The presentation was followed by a constructive exchange on possible uses for the learning units that were developed.
The digital learning units were developed to adapt traditional teaching methods for vocational school lessons to the digital age. The digiskill-retail project provides 40 microlearning units on the Moodle learning platform and thus supports vocational schools, educational institutions and companies in promoting the expertise of employees, trainees and students in the retail sector in the areas of information and data skills, communication, collaboration and the creation of digital content.
Today’s students, trainees and teachers have already shown great interest in the topic of digital skills development for the digitalised work of tomorrow.
Berlin (zbb), 11.06.2024
zbb Newsletter – digiskill-retail project – workshops for teachers and training staff
In the digiskill-retail project, zbb is developing retail-specific e-learning units with its European partners. Following the successful development of the learning units, the focus will be on holding workshops at the end of May 2024.
The aim of the workshops is to equip teachers and training staff in the retail sector with the skills to effectively use the e-learning units developed in the project to promote the competences and skills of trainees in the retail sector. In cooperation with the participants, implementation strategies will be developed in the workshops for three different learning environments – vocational schools, educational institutions and companies.
Information on the project: https://www.zbb.de/projekte/digiskill-retail/
Berlin (zbb), 27.03.2024
European Vocational Skills Week 2023 from 23-27 October
to highlight the new professions and new skills required by the digital
and green transformation as well as the methodologies and ways of
acquiring new skills through education and vocational training.
digiskill-retail project and DigitalPakt Schule 2023
The challenges of digitalisation in schools were discussed at the DigitalPakt Schule 2023 status conference in Berlin. The zbb took the opportunity to engage in personal dialogue with teachers to discuss the use of digital learning units in lessons. The focus was on the digiskill-retail project. This involves the development of retail-specific e-learning units. These are to be used in both the national and European retail education landscape. The project partners are currently in the development phase of the micro-learning programmes. A personal exchange of experiences with teachers made it clear which support programmes they need.
Information on the digiskill-retail project: https://digiskillretail.eu/news-events/
zbb Newsletter – digiskill-retail project – More success for the retail sector
The importance of e-learning modules with digital skills for retail employees.
The digiskill-retail project aims to improve the digital competences and skills of trainees and employees in the retail sector. To this end, the zbb and its partners are developing retail-specific e-learning units that correspond to the current level and future needs of the salesperson and retail clerk job profile.
The current article by project partner BCS Koolitus from Estonia emphasises the importance of e-learning modules and digital skills in retail. It presents concrete examples and shows why learning digital skills is crucial for retail employees today.
Berlin (zbb), 31.08.2023
Enhancing Retail Success: The Importance of Digital Skills
E-Learning Modules for Retail Workers
In today’s fast-changing world, technology is growing quickly, and what people like to buy is changing too. Stores are different now – there are physical ones and ones online. This change means that workers in stores need to learn new things. They need to be good at using technology to help customers and make sure everything runs smoothly. To do this, they need to learn digital skills. E-learning modules that teach these skills are very important because they help these workers learn and become better at their jobs. These skills are like a map that helps them succeed in the new world of retail.
Digital skills are not just about using tools; they also help workers make customers happy. Workers can understand what customers like and suggest things they might enjoy. This makes customers happy and more likely to come back. Workers also need to know how to manage different ways of selling, like in stores or online. Digital skills training helps them do this well.
As we look closer, there are some specific examples that show why learning digital skills are important for people working in stores today. These skills help workers connect the old and new ways of shopping, make shopping experiences personal for customers, handle different ways of selling, and help workers grow in their careers. So, let’s take a closer look at why e-courses that teach digital skills are a must for retail workers who want to do well in today’s technology-driven world of retail.
Adapting to How People Shop
People shop online a lot now. Retail workers need to know how to help customers online, like using websites and handling online payments. They also need to be good at both traditional and online ways of helping customers.
Getting Friendly with Technology
In the background, technology is changing how stores work. There are computer systems that manage what’s in stock and software that helps with sales. Digital skills e-learning courses can teach retail workers how to use these technologies easily, making things work better and reducing mistakes.
Making Customers Feel Special
Digital skills are not just about tools; they’re about making customers feel important. By understanding what customers like and using tools that keep track of their shopping habits, retail workers can suggest products that customers will love. This makes customers happier and more likely to come back.
Dealing with Different Shopping Channels
Retail is not just about one way of shopping anymore. People can shop in stores, on websites, and even on social media. Retail workers need to know how to keep everything smooth and consistent across these different channels. Learning digital skills helps them do this well.
Growing Careers with Skills
Learning digital skills isn’t just for now; it’s for the future too. Retail workers who know how to work with technology can get better jobs and move up in their careers. As retail keeps changing, these skills will become more and more valuable.
Staying Competitive
Retail is a tough business and being successful means staying ahead. Workers with digital skills can help stores be more creative and find new ways to attract customers. They can spot trends early and use technology to make the store better.
In conclusion, as the retail world changes because of technology, the skills that workers need must also change. E-learning courses that teach digital skills are crucial for stores that want to do well in this new time. By helping retail workers learn how to use digital tools, work with technology, and make customers happy, businesses can make sure they not only do okay but also do really well in the always-changing retail world.
Estonia (BCS), 09.08.2023
What is DigiComp and how is it connected with the project DigiSkill-Retail?
The Digital Competence Framework (DigComp) constitutes the European Digital Competence Framework for Citizens that aims to reach a common European understanding of what digital competences are and help in the creation of policies related to digital skills’ development. The DigComp Framework establishes 5 main areas:
1. Information and data literacy; 2. Communication and collaboration; 3. Digital content creation; 4. Safety; 5. Problem solving.
Figure 1. DigComp 5 areas and the 21 specific digital competences [src: https://joint-research-centre.ec.europa.eu/digcomp_en]
These areas are further detailed into 21 competencies in total that are mapped with 4 overall and 8 granular levels, starting from foundation to highly specialized level.
Figure 2. DigComp progression levels [src: https://ictcertification.org/]
At the same time, the European Framework for Digital Competences for Educators (DigCompEdu) provides a general framework for the development of digital competences, and it is addressed to teachers at all levels of education. It contains 22 competences organized into six areas that explain how digital technologies can be used to enhance the educational process.
How are these 2 frameworks utilised in the DigiSkill-Retail project?
Digital skills have become essential in the retail sector. Sales assistants and retail salespersons need in-depth knowledge of the goods that they sell and know the latest trends in retail. Nowadays, it is more important than ever for retail workers to adopt an advertising policy through which they will not only inform their customers, but they will also maintain their image, create purchase incentives, and build trust with their clients and associates. Digital media also allows the exchange of ideas with colleagues or customers. Last but not least, it is observed that more and more retail companies set up their own online shop on various channels in order to boost their sales.
As part of the DigiSkill-Retail project, surveys were carried out in partner countries with people who are working either in VET education or in the retail sector. The aim of these surveys was to discover which competence deficits exist in retail regarding digital competences as they are mapped in DigiComp2.0 and DigiCompEdu Frameworks. Once the partners had collected all the information from their national surveys, they created a comparative competence matrix which weights the different competence deficits in each national context, as well as the different degree of development of the existing competences in the same contexts.
The DigiSkill-Retail project will use this competence matrix as a basis for the development of digital, practice-relevant micro-learning units for the enhancement of the digital skills and competences in the retail sector. The micro-learning units will be made available as open and free educational resources, accessible by all interested parties in the retail sector, through a dedicated e-learning platform. The results are expected to be released by mid-2024.
References
- EU Science Hub – Joint Research Centre. Digital Competence Framework for Educators (DigCompEdu). European Commission.
https://joint-research-centre.ec.europa.eu/digcompedu_en - DigiSkill-Retail (2023). Development and Use of flexible and digital tools for increasing digital skills of vocational students and employees in retail trade. Competence matrix on skills gaps for trade
https://digiskillretail.eu/wp-content/uploads/2023/06/Matrix_digiskill-retail-1.pdf - Directorate-General for Employment, social affairs, and inclusion (2019). DigComp: The European Digital Competence Framework. Brussels. EU Publications. European Commission. https://ec.europa.eu/social/main.jsp?catId=738&langId=en&pubId=8203&furtherPubs=yes
- Joint Research Centre (2017). DigComp Framework. EU Science Hub. Luxembourg. European Commission.
https://joint-research-centre.ec.europa.eu/digcomp/digcomp-framework_en
Greece(IDEC), 02.07.2023
E-learnigs develops digital competences of apprentices and are welcome in vocational education and training.
In a current project of the zbb „digiskill-retail“, the focus is on the development of digital learning units for apprentices and employees in the retail sector in vocational education and training. For this purpose, 12 comparative case studies on qualification deficits with regard to digital competences in retail were surveyed among educational personnel.
In Germany, a zbb virtual focus group meeting was held on 25. April 2023 with representatives from educational institutions, vocational schools and retail companies to share and discuss these findings. At the beginning of the focus group meeting there was a short introduction to the digiskill-retail project.
The main topics of debate were:
Do you agree with the individual results from the expert interviews? What do you see differently? The participants of the focus group confirm a good technical equipment at the three learning locations vocational school, educational institution and company. Apprentices can use tablets and promote their digital skills. There are also digital elements in the lessons. Nevertheless, regular training on digital media should take place.
Where do you see the advantages in using the e-learning units in the classroom (teachers/trainees)? And Is the use of the e-learning units with the identified main topics beneficial for the development of digital skills (teachers/trainees)? The participants agreed that the use of e-learning for digital skills training is beneficial. The project manager added that there is a limited supply of trade-specific e-learning units and they are also difficult to find. The need is therefore given and confirmed. The teaching staff supported this statement and thinks that the use of e-learning in the classroom is necessary. The change of teaching methods is important and creates added value. Providing short, small units for apprentices in class promotes digital competences for apprentices.
What other topics are you missing or would you still like to see in order to implement the topic of e-learning in the classroom in a sustainable way? Topics such as online commerce, complaints, exchanges and customer advice are only a small part that can be taught using e-learning units. E-learning on the topic of the multiplication of three, percentage and average calculation or legal and operational regulations of sales contracts would additionally support the teachers in imparting knowledge. Furthermore, customer service via digital communication channels is important and up-to-date. Here, deficits in spelling, grammar and expression were evident among trainees. This was also confirmed by the participants in the focus group and they agreed that this could be included as another thematic focus in the e-learning.
How do you assess the willingness of teachers and apprentices to use the developed e-learnings? Overall, the willingness of the teachers to use e-learning in the classroom was assessed as very high by the participants. The use of e-learning brings variety into the lessons. For the pupils, this use also had a problem-solving effect. Through the use of e-learning, learners can be picked up when they are absent from class or have problems with the subject matter. In this case, e-learning is supportive. In addition, they help the apprentices to prepare better for the corresponding examinations. As a result, e-learning should be increasingly integrated into the training process as well as into teaching, and the needs of small enterprises should not be forgotten. These companies in particular need support in this area.
Berlin (zbb), 30.05.2023
zbb Newsletter – digiskill-retail project – Focus group meeting on 25 April 2023
Developing multimedia learning content is a technically demanding and time-consuming process. The microlearnings planned in the digiskill-retail project therefore represent a great added value in the training programme for the retail professions.
In order to identify qualification deficits in digital skills, 12 comparative case studies were carried out across Europe as part of the project. On 25 April 2023, the zbb held a virtual focus group meeting with representatives from educational institutions, vocational schools and retail companies. The results were discussed there. The participants contributed their professional expertise and experience, thereby supporting the project results. In addition, additional key topics were identified for the e-learning courses. All participants considered the use of microlearning in dual vocational training in the retail sector to be good and appropriate. The results of the case studies will be published shortly on the project website: digiskillretail.eu
Berlin (zbb), 28.04.2023
zbb Newsletter – zbb invites you to the virtual focus group meeting on 25.04.2023!
Whether skilled workers or trainees – digitalisation is increasingly shaping the world of work in retail. What skills will trainees and employees need in the future and what skills do they already have?
In our current project digiskill-retail, we are focussing on the development of digital learning units for trainees and retail employees in vocational education and training. To this end, 12 comparative case studies were carried out on qualification deficits with regard to digital skills in retail among training staff. We would now like to share and discuss these results with you.
The event will take place on Tuesday, 25 April 2023 from 14:30 to 16:00.
We would be delighted to welcome you as a guest!
Please register at the e-mail: kbrunsch@zbb.de by 21 April 2023 at 12:00 noon at the latest. A short yes/no answer is sufficient.
All confirmed participants will receive the exact details for access via Zoom by e-mail before the start of the event.
Berlin (zbb), 04.04.2023
Start of the new project! – Kick-off meeting in Berlin
On 14 October 2022, the kick-off meeting for the zbb’s Erasmus + project „digiskill-retail“ took place with all partners in Berlin. The roadmap for the project has been set and the first steps for the implementation of the individual work packages have been discussed. Overall, it was a very successful start for the zbb as project coordinator with an intensive exchange between all partners!
With the results from the project, the zbb promotes the increase of digital competences and skills of trainees as well as employees in the retail sector. To this end, 40 to 60 retail-specific e-learning units are being developed that correspond to the current level and future needs of the activity profile in the two main occupations of salesperson and retail clerk. The e-learning units are to be used in a variety of ways in the sense of flexible application possibilities both in the national and in the European educational landscape of retail. Furthermore, the use of digital tools during vocational training supports and promotes the professional competences of teachers and trainers.
Berlin (zbb), 14.10.2022
Newsletter zbb – New project with zbb starts!
The digital transformation is significantly changing value chains and sales channels in the retail sector. The teaching of digital knowledge, skills and abilities must be anchored even more firmly in the vocational education and training system.
As the coordinator of our new Erasmus+ project ‘digiskill-retail’, the zbb promotes the enhancement of digital competences and skills of trainees and employees in the retail sector. To this end, 40 to 60 retail-specific e-learning units are being developed that correspond to the current level and future needs of the job profile in the two main occupations of sales assistant and retail clerk or their equivalents in the partner countries. The e-learning units are to be used flexibly in both the national and European retail training landscape. In addition, the use of digital tools during vocational training supports and promotes the expertise of teachers and trainers.
Berlin (zbb), 26.09.2022