Case study | Enterprise learning

A masterclass in brand-focused onboarding

Learn how Jägermeister combined an LMS and blended learning to deliver a masterpiece in brand-focused onboarding that doesn't even feel like learning.

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How Jägermeister combines LMS and blended learning

Jägermeister grew from a small family business to an international organisation, and is now in the fifth generation of family ownership. In 2020, the company recorded global sales of 89.6 million 0.7 litre bottles, now selling the main product Jägermeister in more than 150 countries. Jägermeister has around 1000 direct employees. Resellers and external distribution partners around the world add to the large number of people requiring training.

THE PROJECT
THE CHALLENGE

Top-quality training in line with the brand

Jägermeister had a traditional approach to learning and knowledge-sharing. They directly invited new employees, distribution partners, and resellers to their headquarters to learn about the brand.

Recognising the need to optimise this face-to-face system, Jägermeister began exploring the procurement of a learning management system (LMS). They also included professional elearning courses on their wish list.

 

The LMS aimed to cover a broad range of training, incorporating individual learning nuggets and web-based training (WBT) that extended beyond offerings for external distribution and trading partners.

 

Jägermeister intended for different target groups, from apprentices and trainees to the CEO, to gain a comprehensive understanding of e-commerce. Learner experience was considered crucial. A coherent and strong brand image that all employees identify with was a top priority for Jägermeister.

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THE SOLUTION

A blended learning journey masterpiece

Jägermeister chose the imc Learning Suite as its learning platform. The company valued imc’s well-designed extended enterprise scenario and clear module structure, which played a key role in their decision. Additionally, the Learning Suite impressed with its customisable configurability and excellent system reliability.

 

Recognising that effective knowledge-sharing requires engaging presentation, Jägermeister collaborated with imc to develop a sophisticated blended learning scenario tailored to diverse target groups and their needs.

 

Kathrin Heidler, Instructional Designer at imc, reflected on the collaboration: “The project stood out for its complexity. Embedding a blended learning journey with classroom training, web-based training, and performance cards, was far from routine – even for us! We had the opportunity to explore a wide range of techniques, making it an incredibly exciting and enjoyable project to design."

THE RESULT

Learning that doesn't feel like learning

The initial platform tests received entirely positive feedback. Users particularly appreciated how the elearning content evoked an emotional response. Employees agreed that logging into MeisterAcademy made the training courses feel less like traditional learning. They also welcomed the direct integration of LinkedIn Learning courses, which expanded their course selection.

 

Philipp Terstesse, Manager Global Trade Marketing at Jägermeister, highlighted their approach: “We aimed to create a learning experience that breaks new ground and motivates learners. The learner and employee experience were central to our vision. We strongly believe that our digital ambitions will significantly shape the future of our brand. We are excited to have imc as a strong partner supporting us as we advance into this future together.”

Target Audience
Employees and resellers in 150 countries
Learning format
LMS & blended learning journey
Result
On-brand emotional learning content
WHAT OUR CUSTOMERS SAY
Philipp Terstesse
Our goal was to create a learning experience that takes a new approach and motivates learners. The learner and employee experience were extremely important to us. We are thrilled to have a strong partner in imc who will stay by our side as we embark on this journey into the future together.
Philipp Terstesse
Manager Global Trade Marketing
Mast-Jägermeister SE

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