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Alnatura Case Study: Preisgekröntes WBT mit keelearning
How Germany's most renowned organic food chain uses e-learning to embed sustainability practices from headquarters to every store — and wins the eLearning Award 2022 for it.
How Germany's most renowned organic food chain uses e-learning to embed sustainability practices from headquarters to every store — and wins the eLearning Award 2022 for it.
Auf einen Blick
Über das Unternehmen
Alnatura is one of the largest organic food retail chains in Germany. Today, the company employs 3,600 people and operates 138 stores in 64 cities. At Alnatura, not only the food is sustainable, but also its offices, distribution center, supply chains, packaging, and much more. One of the company's core principles is holistic thinking. Because sustainability holds such high importance within the company, it is crucial for those responsible that all employees receive appropriate training. For this purpose, Alnatura chose the Web-Based Training (WBT) format.
Branche
Firmensitz
Darmstadt
Mitarbeiter
> 3,000 Employees
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How was the project implemented?
»We liked the initial ideas for implementation right away, and communication was excellent – even in retrospect. The creativity was evident, and keeunit contributed excellent ideas. They were always understanding when we had questions or change requests. We were also impressed by the authors, who had a good grasp of the WBT's core message and what needed to be communicated.«
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It was crucial for us that keelearning is multilingual and easy to use – for both admins and front-line staff. This allows training courses to be created and kept up-to-date in-house. The onboarding process is now standardized and more efficient – all new employees start with the same content. The fact that training is available in their native language is particularly well-received. This strengthens understanding, integration, and motivation.
Anna Schweppe, Alnatura
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Alnatura used keelearning for
- Company-wide training on sustainability (WBT "Sustainability at Alnatura")
- Digital communication of company philosophy and values across all locations
- Engagement of all employees — from HR to the markets
- Mobile-first learning format as a basis for follow-up in-person training (Blended Learning)
Summary
- 4.9 out of 5 points — Employee rating for the WBT "Sustainability"
- eLearning Award 2022 for the joint project with keeunit
- Sustainability philosophy consistently communicated across all locations
- From in-person seminar series to scalable digital format
- Mobile First — accessible to all employees anytime, anywhere
- Commended for creativity, relatability, and engaging execution
4.9 / 5
points. Employees rate the WBT as engaging, relatable, and well-executed.
eLearning Award 2022
Awarded jointly with keeunit for outstanding e-learning in retail
3,700 employees
reached. From headquarters to every store — consistent communication of values across all locations.
The Challenge
- Alnatura has deeply embedded sustainability as a core principle within the company — but knowledge about it was previously unevenly distributed
- The sustainability philosophy was conveyed through an elaborate in-person seminar series — not scalable for 3,700 employees across over 140 locations
- Employees in the stores, especially those without a fixed office workspace, were difficult to reach with consistent content
- A learning offering with a very low barrier to entry was essential: Everyone should be able to participate, regardless of their technical knowledge
- The content should not come across as preachy, but rather convey the company's identity authentically and motivatingly
- A mere digitization of the existing PowerPoint presentation was out of the question — a real learning experience was needed
The Solution
- Development of a complete Web-Based Training (WBT) "Sustainability at Alnatura" based on keelearning — conceived and implemented together with keeunit
- Mobile First: The WBT is accessible anytime, anywhere — even for employees in stores without a desk
- Alnatura employees themselves appeared on camera, making the WBT particularly personal and relatable
- Entertaining, creative presentation instead of dry mandatory training — the result resonates with employees
- The WBT forms the basis for the advanced in-person training "Introduction to Sustainability" — Blended Learning as an overall concept
- Result: 4.9 out of 5 points in employee ratings and eLearning Award 2022
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