Products & solutions used


60.000 users


90% participation rate


Dairy Farm has multiple brands across many markets and geographies, operating 10,000 grocery, health, beauty, home furnishing and convenience outlets. It was about to embark on a significant organisational transformation that would partially result the redesign of retail operational processes and therefore ways of working for all frontline employees.


Dairy Farm required a solution to get the right training and communications to their 66,000 frontline team members across stores, distribution and support centres. The solution needed to be able to deliver critical compliance training while also allowing for adaptation to different markets and brands.


Working closely with Capability Group, Dairy Farm embarked on a phased implementation of Axonify in early 2020. Delivering the solution across 10 markets the success metrics for the implementation focussed on high user participation and completion of business-critical training topics. Collaboration and communications across the business were a key to the success of the project, ensuring that this wasn’t just another ‘HR platform’ but a business success platform for all team members. This was supported by Dairy Farm’s new digital rewards programme, a first of its kind in their market, providing further incentive to team members and clearly displaying that the business supported the development of all frontline employees.


The first phase of the implementation saw Dairy Farm achieve its goals with a 90% participation rate and 100% completion of critical training topics across the first 22,000 users. Using the insights from Axonify, Dairy Farm is now able to proactively identify and address knowledge gaps to make sure every frontline employee is trained and providing top-level customer service. Dairy Farm has since gone on to deliver this solution across further markets and another 40,000 employees achieving the same high success in participation and frequency of daily training.

“We had two weeks to train 22,00 people, with 10 modules. We did it through Axonify and we got it all done, 100% completion”

Martin Cerullo, Group Talent Director DFG & Regional People Leader

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