Digitallica - Arcelik AR Product Training Innovation

Company: Digitallica
Company Description: Digitallica is an out of box thinking Digital Learning Agency founded in 2015. Digitallica has a breadth of experience in all aspects of creative development and are capable of managing a project from beginning to end.
Nomination Category: Human Resources Categories
Nomination Sub Category: Award for the Innovative Use of Technology in Human Resources - Public Enterprise

Nomination Title: Arcelik AR Product Training

Provide an essay of up to 625 words describing the nominee's innovative achievements since July 1 2018:

For many years, Arçelik has been offering its employees product training both in-class and online. However, they could not achieve the desired efficiency and completion rates. When we examine the root cause of this, we encountered basic problems such as the lack of interaction element in online education, and the inability of users to examine the products as they wish. To solve this situation, we decided to develop a solution with AR which is a new kind of e-learning.

With AR, users are interacting with on-screen digital objects, which are positioned over a live camera display of the physical world."

It’s the difference between looking at a statue in a textbook and looking at it right in front of you, appreciating all the details, and understanding what it would look like in real life.

AR training application allow us to use an image of a physical products and overlay information about that products for users to interact with on their smartphones or tablets.

Here’s the how we create AR product training:

> Products media assets are gathered for the project and the AR authoring tool is selected.
> AR project is created in AR authoring tool (Vuforia) either as an AR decal, mapped image or object.
> Users download and install their AR viewing app to activate AR assets on printed media.

Here are the advantages of AR over traditional instructions for three main reasons:

> The 3D representation reduced the need for translation. That is, users did not need to match the 2D drawing with the 3D products in their hands.
> Users could co-locate AR instructions with the tasks. That is, they could directly overlay the instructions over the products, essentially eliminating the users’ need to split their attention between the tasks and the instructions.

With AR, transfer is inherent to information delivery, providing a near-guarantee that participants will achieve the learning outcome.

Finally, AR can be the conduit to more virtual solutions and an easy way to give the workforce access to resources on their mobile devices in their time of need.

Results:

By using AR training we reached 1,500 dealers and enabled approximately 3,500 sales representatives.

This application has been used as a priority for training our products in the Flag Ship product category. Total 12 new products, 4 new products in each quarter, are integrated into this application.

Satisfaction survey results of the Augmented Reality product training are given 3.8 out of 4. The score of the online trainings given in the same date ranges is 3.4 and the score of the in-class trainings is 3.6.

The trainings’ learning scores at the end of the trainings were found to be 11% higher than the in-class trainings given in the same product group.

On the other hand, in Arçelik Retail Academy, which has a blended training system, it was found that the rate of sales representatives participating in the trainings given by Augmented Reality application in the store was 13% higher in all trainings than those who did not take Augmented Reality training in the same product group.

To give on specific improvement on product, the results of Augmented Reality training in the previous year and after the Augmented Reality training were also compared in the dealers who received the training of the Diamond Refrigerator which is one of the flag ship products. According to the sales results of June 2018, in 2019 these dealers increased their turnover by 9% on brand growth.

Significant financial gains: In our dealers where this training was used, the cost of exhibiting the products in the White Goods product group decreased by 6%, 8% in the Built-in and Cookers product group and 7% in the TV product group.