Course Details

Date
June 12 2013 (9:30am – 4:30pm)
Venue
Econsultancy London - Farringdon Point, London, United Kingdom
Trainer
Ian Jindal
Duration
1 day
Cost
$900.00 per attendee

Sorry, bookings for this training course are now closed.

Overview

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.

James Gurd, 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.

Program

This intensive course is focused on ensuring you understand the fundamentals of online selling, guiding you through a framework for online merchandising. From product selection and presentation, through search, sorting, filtering and promotions, to an introduction of rule-based merchandising, we will explain the key approaches to merchandising with relevant examples and case studies.

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 based on a test-measure-optimise approach to selling.

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: A wi-fi enabled laptop or tablet is required for this course. If you cannot bring your own please contact us to reserve a rental laptop at a cost of £50 + VAT.

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 targeted at beginner/intermediate level, and 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 but who don’t have direct merchandising experience; junior and mid-level 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 and wanting to compare their team’s capabilities with a good practice framework.

How will I benefit?

Upon completion of this course, you will be able to:

  • Understand the framework for online merchandising and examples of good practice that you can apply to your business
  • Place online selling in the context of your wider customer communications strategy, communicating your channel's needs and benefits to colleagues in your business.
  • 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

What will I learn?

The course covers:

Fundamentals of Online Merchandising

  • The impact of your brand and customer proposition on merchandising success
  • The essential problems to solve in online merchandising
  • Getting your product data to the best possible standards
  • Basic presentation - search, filter, sort orders, promotion - and the opportunities and problems presented
  • Promotional strategies and their demands on online merchandising systems
  • How to use exit intent and remarketing to extend your merchandising shelf life

Key Metrics and Performance Indicators

  • A review of the traditional metrics for stock and sales performance and their applicability to online
  • Online-only metrics
  • Important Key Performance Indicators

Online Merchandising Techniques and Considerations

  • Rule-based or algorithmic systems
  • Behavioural profiling to drive rules
  • Use of personae
  • A:B testing in online merchandising

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.

For more information, please get in touch with the team at training@econsultancy.com or call us on (UK & Europe): +44 (0)207 970 4167 or US: 212-971-0630. 

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.

Trainer


ian-jindal-04-09.jpg

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

Venue


Econsultancy London - Farringdon Point

Telephone: +44 207 269 1450

Fax: +44 207 269 1476

4th Floor, Farringdon Point
29-35 Farringdon Road
London
EC1M 3JF
United Kingdom

Google Maps

Nearest tube stations:
Farringdon (Circle, Metropolitan, Hammersmith & City) or Chancery Lane (Central Line)

Course Details

Date
June 12 2013 (9:30am – 4:30pm)
Venue
Econsultancy London - Farringdon Point, London, United Kingdom
Trainer
Ian Jindal
Duration
1 day
Cost
$900.00 per attendee

Sorry, bookings for this training course are now closed.