Learn Brands and Frame Weave: Connecting Staff Training to In-Store Screens
Most retail teams learn about a product in one place and sell it somewhere else. A new hire finishes a course on a back-office laptop or on a phone before a shift, then walks onto a floor full of shelves, customers and questions. By the time a shopper asks for a recommendation, the lesson can be days old.
Learn Brands is partnering with Frame Weave, a company that automates content for in-store digital signage, to close that gap. Learn Brands runs the training on the computer and the phone. Frame Weave puts the same product on the store's screens, built from the retailer's own point-of-sale data. Frame Weave announced the partnership in its post Retail Training on Every Screen; this article explains how the pieces fit and how retailers and brands can use them.
Video from Frame Weave: how the partnership carries one product from the laptop to the phone to the store's screens.
The partnership at a glance
One product story, three screens. Staff learn a product on a computer, practice it on a phone and see it again on the store's screens during a shift.
Learn Brands runs the training. Brand courses, certifications, points and rewards, and completion reporting for managers.
Frame Weave runs the screens. It connects to a POS, spreadsheet or other data source, turns the retailer's design into motion video and sends it to the signage CMS the store already uses, so prices and stock stay current.
No new hardware for most stores with signage. Frame Weave works with existing screens and the CMS platforms it integrates with.
The research on each half is strong. Trained associates sell more, and products shown on in-store screens get bought more often. The numbers and their limits are below.
Intro to Retail Sales Academy · Free · About 20 minutes · 5 short lessons
The four conversations behind every sale, with examples from your kind of store. A quick way to see the training side of this partnership for yourself.
Why training fades before the sale
Training and selling rarely happen at the same time or on the same device. A course gets assigned on Monday, finished on a phone on Wednesday and needed on Saturday, when the store is busiest. Nothing on the floor reminds the employee what they learned, so the recommendation drifts toward whatever is familiar or on sale.
For brands, that is an expensive leak. Training content and in-store screens usually come out of separate budgets and run on separate calendars, so the course and the screen rarely feature the same product in the same week. The idea behind this partnership is to line them up.
If you are building that training from scratch, our guide to building a beverage alcohol brand training program covers what a strong course includes.
What the research says
Each half of this idea has been studied on its own, at scale.
Training and sales. Marshall Fisher of the Wharton School and Santiago Gallino of Dartmouth's Tuck School worked with the training company Experticity to follow 63,500 sales associates in 330 US stores for two years, matching their training activity to point-of-sale data. Associates who completed one short online module sold 69% more than those who took none. Associates who completed a module built for a specific brand sold 87% more of that brand.
Screens and purchases. A Journal of Marketing study by Dennis Herhausen, David de Jong and Dhruv Grewal analyzed 237 in-store digital signage campaigns reaching about 30 million shoppers. Showing a product on a screen raised the chance it was bought by 8.1%. The lift was larger for new and lower-priced products and for screens placed near the product on the shelf.
A fair reading of both: the training study compares associates who chose to train with those who did not, so some of the gap may come from more motivated employees. It shows a strong link without proving cause. The signage study used field experiments, and 8.1% is an average across many campaigns. Neither study tested training and screens together, which is the combination this partnership is built on.
Three screens, one product story
Here is how the pieces fit for a store team.
Screen | What the employee does | Who powers it |
Computer | Takes assigned brand courses and earns certificates. Managers assign training across locations and track completion. | Learn Brands |
Phone | Short lessons, quizzes and scenarios between tasks or before a shift, with points and rewards for finishing. | Learn Brands |
In-store screen | Sees the product again on shift, in motion video with the current price and stock pulled from the POS. | Frame Weave |
Short lessons on a phone work because they fit the gaps in a retail shift. Our guide to the best learning techniques for retail training covers the formats that help retail teams remember what they learn.
Example: launching a new red in a neighborhood wine shop
Picture a winery bringing a new Garnacha into a small wine shop. Here is how the launch runs across all three screens.
The winery publishes a short Learn Brands course on the wine: where it comes from, how it tastes, what it goes with and who it suits. Store staff take it on their phones and earn points for finishing.
Frame Weave reads the shop's POS for the wine's price and stock, then builds a motion video using the same bottle photo, logo and tasting notes as the course.
The video plays on the shop's existing screens through its signage CMS, ideally on the screen closest to the shelf where the wine sits.
On Saturday, a customer asks for a bold red for a cookout that will not break the budget. The employee remembers the course, walks the customer over and points to the screen with the price. If the price changes or the wine sells out, the video reflects it from the POS data without anyone re-editing it.
The course gave the employee the words. The screen gave both of them a visual cue and a current price. Neither job landed on the store manager's to-do list.
Wine Essentials: A Complete Beginner's Guide · Free · 45 to 60 minutes · 9 modules
Grape varieties, regions, tasting basics and the product knowledge to recommend wine with confidence. For more on the floor conversation itself, see how to sell wine.
Who handles what
Learn Brands builds and hosts the training: brand courses, certifications, points and rewards, and reporting that shows managers who has finished and how each group is doing. Learn Brands is a Denver-based training platform used by more than 90,000 people across 3,500+ retailers and 350+ brands.
Frame Weave builds the screen content. It connects to a POS, spreadsheet or other data set, turns a retailer's design into motion video and delivers it to the signage CMS the store already runs. Stores without digital signage can get set up through Frame Weave's signage partners.
Both work from the same brand assets, such as bottle shots, logos and tasting notes, so the course and the screen look and sound alike.
How to put this to work
For retailers. Start with the training, since that part is in your hands today. Create a free company account, assign a short sales course to the floor team and pick the categories where staff recommendations matter most. If you already run screens, ask Frame Weave which products and data sources it can turn into video. Our retailer page shows what the platform includes.
For brands. Pair every launch course with a screen plan. Build the course on Learn Brands, give the same assets to Frame Weave and schedule both for the same week, so staff see the product on screen right after they learn it. See Learn Brands for brands or our playbook on activation marketing for beverage alcohol brands.
For store managers. Check completion reports before a launch weekend, and put the newest product on the screen nearest its shelf, which is where the signage research found the biggest effect. Pair it with the service basics in our customer service training guide for liquor store staff.
Retail Sales Academy: The Complete 4-Course Bundle · About 2.5 hours · $79 per seat, team pricing from $45
Four courses in one seat: Mastering Communication, Suggestive Selling, Upselling & Cross-Selling, and Problem Solving & Service Recovery, with a certificate for each plus the Master Certificate. Only need one skill? Start with Mastering Suggestive Selling, $35.
Frequently asked questions
What is Frame Weave?
Frame Weave is content automation for in-store digital signage. It connects to a point-of-sale system, spreadsheet or other data source, turns a retailer's design into motion video and sends it to the signage CMS the store already uses, so prices and stock on screen stay current.
What does the Learn Brands and Frame Weave partnership do?
It puts the same product in front of retail staff on three screens. Learn Brands delivers brand training on computers and phones, with certifications, points and rewards, and completion reporting. Frame Weave shows the same product on in-store screens, built from the store's POS data and the brand's own assets.
Do retailers need new screens or a new signage system?
Not if the store already runs digital signage on a CMS that Frame Weave integrates with. Frame Weave works with existing screens. Stores without signage can get set up through Frame Weave's signage partners.
Does staff training really increase retail sales?
Research by Marshall Fisher of Wharton and Santiago Gallino of Tuck, with Experticity, followed 63,500 associates in 330 US stores and found that those who completed one short online module sold 69% more than those who took none, and brand-specific training lifted that brand's sales by 87%. The study is observational, so motivation may explain part of the gap.
Does in-store digital signage increase sales?
A Journal of Marketing study of 237 in-store signage campaigns and about 30 million shoppers found that showing a product on a screen raised the chance it was bought by 8.1%, with bigger effects for new products and screens placed near the product.
Who is this partnership for?
Wine and spirits shops, grocers and other retailers where staff recommendations move product, plus brands that want their training to show up at the shelf.
How can I start training my team?
Start with the free Intro to Retail Sales Academy, which takes about 20 minutes, and create a free Learn Brands company account to assign courses and track completion. For the full program, the Retail Sales Academy bundle is $79 per seat with team pricing from $45.
Sources
Frame Weave, Retail Training on Every Screen: Frame Weave and Learn Brands, November 13, 2026.
Serguei Netessine, Product knowledge drives sales leadership, INSEAD Knowledge, 2014, summarizing research by Marshall Fisher (Wharton) and Santiago Gallino (Tuck) with Experticity.
Dennis Herhausen, David de Jong and Dhruv Grewal, In-Store Advertising with Digital Signage, Journal of Marketing, vol. 90, no. 3, pp. 91 to 103, 2026 (online June 2025).
Learn Brands course catalog: Intro to Retail Sales Academy, Wine Essentials and Retail Sales Academy bundle.
About the Author
Mathew Benoit leads content at Learn Brands, the training platform used by more than 90,000 people across 3,500 retailers and 350 brands. Learn Brands builds product-knowledge, sales and compliance courses for retail and distributor teams, including the Retail Sales Academy, which gives our team a direct view of what floor staff are asked to sell and where their knowledge gaps are.
Partnership disclosure. Frame Weave is a Learn Brands partner. Research figures in this article come from the published studies listed above, not from either company. Frame Weave product details come from Frame Weave's own description of its service.
Last reviewed November 13, 2026.
