Scheer IMC and ROSSMANN recognised once again for de-escalation training

Scheer IMC has received the Top Supplier Retail Award 2026 for the development of an interactive web-based training course on de-escalation. The award was given out for a jointly-developed learning format fully integrated into the imc Learning Suite, which trains more than 33,000 ROSSMANN employees in around 2,300 stores across Germany in dealing with challenging customer situations.

Against the backdrop of increasing challenges in brick-and-mortar retail stores, the project focused on prevention and conflict management skills. The digital training programme designed by Scheer IMC and ROSSMANN simulates realistic scenarios in everyday store life. Through interactive dialogues and decision paths, learners directly experience the effects of their actions. Integrated gamification elements, such as badges and rewards, ensure high motivation and sustainable learning success.

The training is also impressive due to its accessibility and availability on mobile, which allows it to reach ROSSMANN's diverse team in a way that is tailored to the target group. With a concise duration of 45 minutes, the unit can also be flexibly integrated into everyday store operations.

The award jury emphasised that the award honours a solution that is of particularly high strategic value to retail partner ROSSMANN, as it offers reliable support to thousands of colleagues in the stores when dealing with challenging customer situations. As a technology partner, the award confirms the approach of consistently aligning learning formats with the needs of the target group.

This has resulted in the establishment of a system that goes beyond the mere transfer of knowledge: its motivational design not only promotes active use within teams, but also creates confidence in taking action.

More information about this project can be found in our case study.