NRF Europe insights: Coop Norway’s blueprint for retail training & frontline success

Retail’s frontline has never faced more pressure. From labor shortages and rising costs to omnichannel shopper expectations, execution in stores is now a direct driver of growth.

At NRF Europe, Margrete Martin, Head of HR Development at Coop Norway, shared how the retailer reimagined training for its 28,000 employees across 60 cooperatives, turning learning into a lever for agility, engagement and measurable sales performance.

Martin’s insights reveal a blueprint every retail leader can use to prepare their workforce for the future: empower associates in the flow of work, embed continuous learning and connect training directly to execution on the floor.

Mobile-first and microlearning: Driving efficiency in the flow of work

Coop Norway recognized that traditional e-learning wasn’t effective for associates balancing busy shifts. By shifting to a mobile-first, microlearning model, employees could access bite-sized training directly on their personal devices anytime and anywhere, whether during a break or on the bus ride home.

This shift didn’t just make learning more convenient. It ensured that training was operationally relevant, connected to the daily tasks that keep stores running smoothly. For frontline teams under constant pressure, that meant less wasted time and more consistent execution across locations.

▶️ Also read: 4 trends shaping the grocery & retail store experience

Agility through continuous learning

Retail is defined by rapid change, from shifting shopper behaviors to evolving compliance requirements. Coop moved away from one-off training events and embedded continuous learning into the daily flow of work. Associates now stay up to date in real time, developing skills on-demand and adapting quickly to new business priorities.

This approach reflects a broader truth in modern retail: agility is no longer optional. Organizations that reinforce knowledge daily and close performance gaps quickly are better equipped to compete in a market where speed and accuracy drive profitability.

Engagement through gamification and culture

Training at Coop isn’t a box to tick, it’s an experience associates want to return to. By integrating gamification and store-based competitions, learning became social, fun and motivational. Campaigns like the summer burger challenge turned product training into a shared achievement, boosting energy and participation across the network.

For operations leaders, the lesson is clear: engagement fuels consistency. When associates feel motivated, they retain knowledge longer, apply it more effectively and contribute ideas that strengthen the overall customer experience.

Cross-functional collaboration: Connecting learning to execution

One of Coop’s most impactful moves was bridging silos between HR, marketing and store operations. By linking campaigns and promotions directly to learning, employees weren’t just absorbing information, they were preparing to deliver consistent, customer-facing execution.

This alignment across functions ensured that brand promises made in marketing were lived out by associates on the shop floor. It’s a model that turns training into a growth driver, connecting learning investments directly to sales and customer satisfaction.

▶️ Also read: Workforce agility: How to build a responsive, resilient frontline

Real results: Confidence and sales performance

The outcomes prove the value of this approach. Coop employees reported a 27% increase in confidence, and during the burger campaign, sales tripled compared to the previous year. More confident associates delivered better service, executed promotions flawlessly and ultimately drove measurable business results.

A blueprint for retail leaders

Coop Norway’s story underscores a fundamental shift in retail enablement: success comes from uniting training, communication, and engagement into one seamless experience. Mobile-first delivery, daily reinforcement, and cross-functional collaboration aren’t just learning strategies—they are operational necessities for retailers competing in a high-pressure, low-margin world.

At NRF Europe, one thing was clear: the future of retail learning isn’t about more content. It’s about relevance, agility, and creating a culture where associates feel empowered to perform at their best every shift in every store.

That’s exactly what Axonify enables. With personalized training in the flow of work, communications that reach every associate, and task management that ties learning directly to execution, retailers gain the consistency, visibility, and agility needed to drive performance at scale.