About the course
As e-commerce matures and customers are trained by your competitors to expect more, marketing and commercial professionals must be able to satisfy customers whilst also increasing profits.
Ian Jindal, a thought-leader in e-commerce, heads up this course examining online merchandising. This course takes a whole-business approach to the art of selling online, from promises made to customers, right through to post-purchase selling.
This intensive course covers the entire breadth of online selling - from product selection and presentation, through search, sorting, filtering and promotions, to an introduction of advanced rule-based merchandising. We will also consider product-specific presentation needs and the test-measure-optimise approach to selling.
The day considers selling 'in the round': from the promises made to customers through to post-purchase selling. We also place online selling in the context of offline selling (store, catalogue and telephone) as well as within a performance framework, suggesting some KPIs to assess progress.
The multichannel, commercial approach will allow participants to communicate the benefits of a whole-business approach to selling online, as well as measuring and sharing the success.
Course Requirements: Use of a laptop or tablet is optional.
Who should attend?
This course is ideal for anyone interested in improving their approach to selling effectiveness online. Examples include: senior marketers responsible for the sales performance of the e-commerce channel; online merchandisers interested in planning for increased sales effectiveness; offline merchandisers looking to understand the capabilities and demands of modern online selling and systems; or heads of e-commerce looking to lead team improvements in selling.
How will I benefit?
Upon completion of this course, you will be able to:
- Specify, plan and implement rules-based online selling; testing, measuring and improving performance.
- Understand and be able to apply a KPI/performance-led approach to selling
- Place online selling in the context of multichannel selling, communicating your channel's needs and benefits to colleagues in your business.
What will I learn?
The course covers:
Introduction to Online Merchandising
- The essential problems to solve in online merchandising
- Getting the products to the web - data, planning, ranging, preparation - "ready and available to sell"
- Basic presentation - search, filter, sort orders, promotion - and the opportunities and problems presented
- Data requirements - product information management, imagery, attributes, metadata and the complexities of structured products, selling groups and configuration
- Promotional strategies and their demands on online merchandising systems
- Integration with offline promotional activity
Key Metrics and Performance Indicators
- A review of the traditional metrics for stock and sales performance and their applicability to online
- Online-only metrics
- Key Performance Indicators
Advanced Online Merchandising Techniques and Considerations
- Rule-based or algorithmic systems
- Behavioural profiling to drive rules
- Use of personae
- A:B testing in online merchandising
The Online Merchandising Ecosystem
- Interaction of Online Merchandising with SEO and PPC
- Interaction of Online Merchandising with the affiliate channel
- Interaction of Online Merchandising with behavioural/profiling systems
- Interaction of rules with imaging systems and presentation options
- Cross-channel implications - merchandising rules based on stock availability, store stock, virtual stock and quality of service.
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
email@example.com; 020 7269 1470
If you're looking to improve your knowledge of e-commerce and online merchandising, we also run other relevant courses including: