One e-learning implementation that focuses on the human element of e-Iearning is by the Bowie Castlebank Group (BCG). With the advent of digital cameras, BCG's business plan was thrown up in the air in a very short time. Karen Hancox, the company's retail training manager, was faced with the question of how to retrain 2,000 part-time shop staff in new photographic technologies and the new services that the shops were going to have to provide. BCG was keen that the learning should not be threatening. The way it focused on meeting its target audiences needs meant that it really connected with the learners at a human level. This seems like a lot of work on the soft side of e-learning, but there were major tangible benefits. Previously, BCG's training cost was running at nearly L500,000 a year. It reduced this cost to L165,000 after implementing e-learning.