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This intensive two-day course focuses on behaviour and engagement, throughout the customer lifecycle and is the best place to start your training in ecommerce. Viewing retail from the customer’s perspective and examining multichannel challenges and trends you will learn the building blocks of online retailing, enabling you to increase customer value online and off-.

This course is a highly retail-focused and more strategic alternative to our Fast Track Digital Marketing course.


Service touchpoints will be looked at, in the context of how brands make implicit and explicit promises to customers. The key channels for marketing and acquisition i.e. email, display, search, affiliates, aggregators, social and mobile, will be examined, with a view to optimising their use in your own organisation.

Online merchandising and selling, through data management, usability and testing is covered on the second day, along with channel integration and customer service. The course concludes with consideration of performance frameworks for creating successful teams and a profitable business.

Course Requirements: Use of a laptop or tablet is optional.  

Every attendee will gain access to a complimentary Econsultancy report valued at £600. Choose from over 500 reports covering in-depth best practice advice, market data and the latest digital trends.

Who should attend?

This course is ideal for people working within the retail and ecommerce sectors but is also suitable for the digitally minded/quick learners who are new to working in ecommerce looking to approach the subject from a strategic perspective.

How will I benefit?

By the end of the two days delegates should have:

An understanding of the retailing basis for ecommerce, along with a recognition of additional skills required

An understanding of the issues and interactions demanded by multichannel and cross-channel retailing

An understanding of what it takes to bring your brand proposition to life, increasing customer value

What will I learn?

Day One

Setting the scene

Product, stock and proposition

Marketing and acquisition - overview of key channels

Day Two

Online merchandising and selling

Retention and insight

Usability, testing and user experience

Integration across channels

Service, focus and touch points

Performance Frameworks

Recap on key learning points

In-company training

This course can also be delivered exclusively for your team. In-company training ensures everyone is up to best practice standard and you'll benefit from a more open environment to discuss your most pressing issues.

In-company delivery options start at £5,000 per day. Get in touch with our Professional Development team at prodev@econsultancy.com or 0207 970 4167 to find out more. 

We are a registered provider with the CPD Standards Office. Delegates completing this course may be issued with a CPD Certificate of Attendance, which can be used within their formal CPD record for a professional body, institute, or employer.




James Gurd

Owner, Digital Juggler

James is owner and lead consultant at Digital Juggler, an digital transformation and ecommerce strategy consultancy. He's an experienced ecommerce professional with more than 14 years’ digital experience both Client and Agency side. He has managed ecommerce & customer service teams in-house and worked with Client teams to help them plan and evolve their ecommerce strategy. 

As a an independent consultant he has worked for clients including House of Fraser, Selfridges, Home Retail Group, Samsung, Sage, Smythson, Sweaty Betty and Rocco Forte Hotels. At House of Fraser James was the Business Lead for a global multi-channel digital transformation project, helping the business launch an international pilot project for the Australian market. 

He’s active in the industry and co-host of #EcomChat, an weekly industry Twitter chat on ecommerce topic. James guest blogs for Econsultancy & PCAPredict and is the Smart Insights expert commentator for Ecommerce optimisation, and is the author of popular best practice guides for Econsultancy and Smart Insights.

Tutor for: Ecommerce and Online Retailing , Online Merchandising