Online Merchandising - Selling in the Digital Age April 27, 2010

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?
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
Heads of e-commerce or Senior Managers looking to lead team improvements in selling
Anyone interested in improving their approach to selling effectiveness online.

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.

Official Website: http://econsultancy.com/training/courses/online-merchandising-selling-in-the-digital-age