Online Merchandising - Selling in the Digital Age

Overview

E-commerce is about selling. Online Merchandising is the art and practice of selling online.

This one-day intense course will cover the gamut 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.

As e-commerce matures and customers are trained by your competitors to expect more this course supports marketing and commercial professionals in satisfying their customers while also increasing profits. 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.

Who should attend?

How will I benefit?

• You will be able to specify, plan and implement rules-based online selling; testing, measuring and improving performance.
• You will understand and be able to apply a KPI/performance-led approach to selling
• You will be able to 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?

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 Mechandising 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.