Agenda
Print complete lesson plan here.
Tuesday, November 6 || 8 a.m. - 5 p.m.
Lessons
Learning Objectives
Key Topics
Lesson 1: E-commerce Strategy
Understand the industry context and executive-level decisions related to e-commerce
- Digital retail market size & structure
- Defining success
- Deciding where to play
Lesson 2: Building a High Performance Organization
Understand the key organizational considerations that enable high performance
- The importance of culture and C-level buy-in to organizational success
- Where e-commerce should report
- What makes a successful digital commerce leader
- How to determine and allocate headcount requirements
- Balancing in-sourcing versus outsourcing to brokers, agencies and consultants
- Critical workstreams and common roles and responsibilities needed to succeed
Lesson 3: Tools and Partners
Understand the capabilities, technology stack, and partners key to success
- Making sense of the vendor landscape
- Selecting and working successfully with consultants, agencies, and brokers
Lesson 4: Engaging Retailers
Understand the fundamentals of doing business with digital and omnichannel retailers
- Platforms versus partners
- Joint business planning for e-commerce
- Online category captaincy
Lesson 5: Driving Performance at the Digital Shelf
Understand the fundamentals of availability, traffic and conversion and how to measure and manage them to drive sales
- Taking a holistic, “full-funnel” view of the digital shelf to attract, engage and convert shoppers
Lesson 6: Managing Assortment & Availability
Understand e-commerce distribution and supply chain fundamentals
- Assortment and portfolio strategy
- Variant strategy
- Price-pack architecture
- Maximizing on-shelf availability
Lesson 7: Driving Traffic
Understand the key vehicles and levers for driving discoverability and findability in digital retail environments
- Maximizing “earned” traffic with organic SEO
- Optimizing AMS and other paid search platforms
Lesson 8: Content that Converts
Understand the central role that product content and information plays at the digital shelf
- The anatomy of a product detail page
- Content that converts and the role of “enhanced” and below-the-fold content
- How to develop, manage, syndicate, audit and analyze product content
- Influencing and responding to user-generated content like ratings, reviews and customer questions
- How advancements like mobile, voice, and personalization are changing content requirements
Lesson 9: Pricing and Promotion
Understand the challenges posed by digital pricing dynamics and strategies for maximizing average selling prices (ASPs), maintaining margin, and protecting brand equity
- Challenges and consequences of dynamic and competitive online pricing
- MAP policies and other key tactics Measuring and maximizing promotional effectiveness
- Delivering value beyond individual item pricing
Lesson 10: Marketing and Merchandising
Detailing and demystifying the proliferating menu of marketing and merchandising vehicles available to manufacturers working with online retailers
- Cross-merchandising tactics
- Driving impulse and unplanned purchases
- Seasonal activation strategies
Space is limited for this event, so register early to guarantee a seat!
