Case Study: B&Q builds AI-powered sales confidence with Attensi RealTalk

B&Q rolls out AI sales coaching to 2,500 showroom staff with Attensi

B&Q, the UK's largest home improvement retailer, faced a challenge in building the confidence of its 2,500 showroom staff. While traditional training effectively delivered product knowledge, it failed to bridge the gap between knowing and doing, as colleagues struggled to confidently apply their skills in high-stakes customer interactions. To address this, B&Q partnered with vendor Attensi to implement its RealTalk AI-powered sales coaching.

The solution from Attensi was RealTalk, an AI conversation simulation that allows staff to practice sales conversations in a safe, forgiving environment. This provided consistent, scalable coaching without adding to managers' workloads, helping to embed behaviors rather than just knowledge. The rollout across the entire showroom division is expected to lead to better-equipped colleagues and improved customer experiences.

B&Q