Overview:

The Online Merchandising – Selling in the Digital Age course covers the gamut of online selling – from product selection and presentation, through search, sorting, filtering and promotions, to an introduction of advanced rule-based merchandising.

This Online Merchandising course would benefit:

• 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

Benefits:

Benefits of the Online Merchandising – Selling in the Digital Age course:

• 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

Course details:

Course details of the Online Merchandising – Selling in the Digital Age course:

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

Usual duration: One day

Training buyers can use comparecourse.com to compare digital marketing training courses from across the UK, by finding training companies who deliver in key cities including London, Manchester, Leeds, Sheffield, Birmingham, Bristol, Swindon, Cardiff, Liverpool, Newcastle, Nottingham, Leicester, Coventry, Norwich, Cambridge, Ipswich, Reading, Southampton, Oxford, Glasgow, Edinburgh and Belfast.