About the course
This intensive two-day course focuses on behaviour and engagement, throughout the customer lifecycle and is the best place to start your training in e-commerce. 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 2nd 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.
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 e-commerce, 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?
- Setting the scene
- Product, stock and proposition
- Marketing and acquisition - overview of key channels
- 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
Ian Jindal is a consultant, publisher, and advisor on eCommerce in integrated retail, publishing, and broadcast. Clients include Marks & Spencer, House of Fraser, Camelot UK Lotteries and Westfield Shopping Town. 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.
When not tending his solitary olive tree, Ian can be found at www.innoparticularorder.com
firstname.lastname@example.org; 0207 269 1470
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