DFI Retail Group

90% participation rate and 100% completion of critical training topics.

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90% participation rate and 100% completion of critical training topics.


# of Employees


Retail & Grocery

# of Users

Solution used



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We worked with DFI Retail Group to deliver business critical knowledge quickly by implementing the Axonify platform to their 66,000 employees.

The challenge

DFI Retail Group 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 operational and compliance training while also allowing for adaptation to different markets and brands.

The solution

Working closely with Capability Group, DFI 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 DFI’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 results

The first phase of the implementation saw DFI 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 learning data from Axonify, DFI is now able to proactively identify and address knowledge gaps to make sure every frontline employee is trained and providing top-level customer service. DFI 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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