Gamified microlearning that turns store salespeople into certified brand specialists

The challenge

Friday, 2 p.m. Ana, a sales associate at a multi-brand store in São Paulo, is helping a customer who asks for the softest bedding set for winter. For a moment she hesitates — there are dozens of products, yarns, weights and blends. Instead of calling the supervisor, she opens CASA FASSI. In 45 seconds, a micro-module reminds her of the fabric differences, suggests two options and links to a quiz she can finish before the customer tries the first piece. When the sale closes, the ticket tops R$ 1,800. Ana earns points, levels up and, next week, will be listed as a certified specialist.

O varejo premium de enxovais enfrentava vendedores de lojas multimarcas com conhecimento técnico limitado sobre tecidos, fios e diferenciais da marca, resultando em atendimento genérico e baixo ticket médio. Havia pouca retenção de conhecimento após treinamentos pontuais, ausência de conexão entre vendedores e a marca, dificuldade em escalar o relacionamento com centenas de lojistas espalhados pelo Brasil e falta de reconhecimento contínuo para a excelência em vendas.

The approach

We treated learning as a product, not content. First we mapped the salesperson's real journey: idle moments during shifts, quick customer interactions and decision points that define the ticket. From there we designed a microlearning architecture in 10 to 60 second bursts, punctuated by gamification, daily challenges and immediate feedback. The reward system was designed to compete with wellness apps: streaks, tiers, visual achievements and real benefits. AI enters as a coach at the exact moment the seller feels doubt, not as a replacement for the trainer.

The solution

CASA FASSI is a private Learning Experience Platform (LXP) for sales associates and retailers. It connects training, community, performance and recognition into an ecosystem where learning and selling happen in the same flow.

• Microlearning in 10 to 60 second bursts, consumable between customers, with structured tracks by fabrics, collections and sales techniques — each module designed to fit the real idle window of the salesperson on the shop floor
• Gamification with daily streaks, tiers from Bronze to Black Ruby, competitive leagues, achievement badges and real benefits like early access to collections and public peer recognition
• FASSI.AI: sales assistant with a structured answer base from the catalog, brand script and sales context, designed to guide the seller's reasoning at the exact moment of doubt — with a roadmap toward LLM and RAG
• Private community for sharing displays, sales cases, technical questions and best practices among salespeople from different stores, creating a peer-to-peer learning ecosystem
• Performance dashboards so retailers can track teams, progress per track, certification rate, internal ranking and weekly engagement — with aggregated views by store and by seller
• Certification program that positions salespeople as official brand specialists, with validated badges per completed track and proficiency levels recognized by Marken Fassi