Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2024
- Contributors
- Subjects
- MANAGEMENT - INFORMATION
This Master's Thesis explores the effectiveness of Shiseido's digital training programs within the European, Middle Eastern, and African (EMEA) regions of its operations. Shiseido, a leading global cosmetics brand, has transitioned over the past decade to incorporate digital tools into its retail training framework, supplementing traditional expert-led training with its own digital learning platform. This study uses a multi-level evaluation model inspired by the Kirkpatrick framework to assess training effectiveness across several dimensions: participant satisfaction, learning and knowledge retention, behavioural changes and application of the knowledge to retail practices.
Focusing on the year of activity 2023, the research methodology blends both qualitative and quantitative analysis, utilizing surveys, engagement metrics from the e-learning platform, and covert field observations. Throughout the thesis, it will be shown how the effectiveness of the digital training effectiveness varies significantly across regions and individual training modules. In addition, key findings will show strong learner engagement and satisfaction levels with the digital learnings, although the actual application of learned skills on the sales floor remains inconsistent.
This thesis contributes to the limited literature on digital training effectiveness in the cosmetic retail industry and proposes recommendations for optimizing Shiseido’s training strategy to enhance both learning outcomes and business performance. The findings have implications for training design and delivery within similar global retail operations, highlighting the importance of aligning training strategies closely with business goals and regional market characteristics.
