Overview
Next intake: TBC
Starting in 2013
Applications are open year round and applications for any given intake will be accepted up to four weeks before beginning the course. The application process is the same for all our qualifications (including the MSc programmes) and successful applicants will be eligible to start any of the courses they qualify for providing the start date falls within 18 months of receiving the official offer letter. Speculative applications are welcome.
Contact training@econsultancy.com for an application form, along with full details of the content and timetable.
Cost: £2450 (+ VAT)
Description
Selling is at the heart of eCommerce and the online merchandising professional is the force that connects the business brand with promotions, product, personalisation, process – all the tools of the enterprise – with the customer’s cash, time and again.
Planning for effective selling online encompasses a range of activities: Ranging for the web, online merchandising (‘searchandising’) and promotion and data integration, creation and collection. Online merchandisers also need to consider mobile channels and devices and how the social sphere impacts their activities.
Increasingly the online merchandiser is required to consider the offline/store environment too, and this certificate will prepare students to take a considered approach to drawing all resources and channels within the business to a multichannel focus upon selling.
The course is taught over two modules (12 weeks each) and assessed via two written assignments. All training and tutorial days will be held in Manchester.
Learning outcomes
Module one: Planning for online selling
Upon completion of the module participants will;
- Ability to construct a proposition, undertake range planning and plan the ‘digital store’
- Understand algorithmic selling – linking customer behaviours and segments/profiles to presentational and promotional algorithms supported by analytics and test/optimise strategies
- Understand how to select appropriate KPIs and measures of success, contributing to a selling performance framework.
- Insight into structuring teams for effective selling online
- Baselining performance against industry and sector best practice, while also planning for emerging trends and developments
Module two: Multichannel selling
Upon completion of the module participants will;
- Articulate the impact of mobile and social media on selling and how this affects data collection, customer behaviour and analytics insights
- Understand how to integrate cross-channel activity and ensuring that online and store experiences work together seamlessly
- Create an effective programme for selling cross-channel, converting ‘purchasers’ to ‘customers’
- Working with buying and merchandising and offline brand/marketing teams to optimise processes and performance
- Understand the role of data to underpin multichannel insight, from the many existing sources of data (tills, POS, footfall, operational), while planning for near-future sources (eye tracking, face recognition, RFID, tagging etc.)
For further info about the topics covered, please download the full day by day programme of contents and full dates.
Trainer
Ian Jindal
Ian Jindal is a consultant, publisher, and advisor on eCommerce in integrated retail, publishing, and broadcast. Retail clients include House of Fraser, Austin Reed, Westfield Shopping Towns, Otto UK, and CoutureLab.com. A regular keynote speaker and conference chair, Ian co-founded InternetRetailing, the magazine, portal, and conference for Europe's leading retailers and multichannel retailers.
Previously he was Group E-commerce Director for Littlewoods Shop Direct Group where he grew online revenues to £405m pa. Before that, Ian was Head of Online Operations at the BBC, establishing the team that managed over 400 BBC websites and a non-executive Director of Business Link for London.
Ian co-founded the European eCommerce Forum, a private conference and 'think tank' to advance the art and craft of online selling.
With Econsultancy.com Ian created the UK's first MSc in Internet Retailing.
When not tending his solitary olive tree, Ian can be found at www.innoparticularorder.com
