Description

The e-commerce manager faces several major challenges, such as technology, big data, marketing and sales. The “E-commerce Manager” training cycle is made up of three parts which follow each other logically: the first part addresses e-commerce strategies and economic models as well as e-commerce project management; the second part deals with traffic generation and conversion levers throughout the customer's purchasing journey; and finally, the third part develops the tools and resources for omnichannel e-commerce. Throughout these sessions, participants are encouraged to share and exchange their practices, which encourages emulation within the promotion.

Who is this training for ?

For whom ?

E-commerce or business unit manager taking up position or recently appointed. Cross channel manager, sales manager newly in charge of e-commerce, web marketing manager newly in charge of e-commerce and cross channel. Anyone wishing to launch an online sales activity.

Prerequisites

None.

Training objectives

This training aims to provide the key knowledge, approaches and tools necessary to increase the sales of an e-commerce site

Participants will be able to familiarize themselves with economic models and functionalities specific to e-commerce, as well as learn how to manage the key stages of an e-commerce project

In addition, they will discover the main levers to generate traffic, increase conversions and retain customers

Participants will also understand the essential elements of an omnichannel strategy, covering channels such as smartphones, tablets, web, social media and point of sale

Finally, the importance of data collection and analysis will be highlighted, with a particular emphasis on the use of performance indicators to improve the customer experience

Training program

• Acquire knowledge of e-commerce and omnichannel business models.
  • The essential measures of the profitability of an e-commerce site include
  • When modeling and planning an e-commerce site, it is important to consider
  • Key performance indicators (KPIs) and return on investment ( ROI) are important measures both quantitative and qualitative.
• Implement e-commerce site functionality into e-commerce platforms.
  • Logistics challenges include sourcing, storage and delivery of goods.
  • Online payment solutions are important for securing electronic transactions.
  • Legal considerations are key to complying with GDPR regulations and understanding its impact.
  • Mobile interfaces, such as smartphones, tablets, wearables and chatbots, are playing an increasingly important role increasingly important in e-commerce.
• Manage the e-commerce and omnichannel project The functional specifications.
  • Organizational arrangements for an e-commerce site.
  • The design of e-commerce interfaces (UX/CX).
  • The management of flows and data with the company's IS to provide a personalized customer experience.
  • The key stages of e-commerce project management.
• Analyze the customer's purchasing journey
  • The different stages and key moments of the purchasing decision (ZMOT) for an online customer.
  • Use geolocation tools to attract customers by generating traffic to locations where they are located.
  • Best practices for online businesses, including pure players, distributors, B2B and B2C companies.
  • Important information to provide to each stage of the purchasing journey and how to measure customer satisfaction.
  • The challenges of e-CRM and social-CRM for online businesses.
• Pull the levers to generate traffic
  • Search engine marketing (SEM): paid referencing (SEA), Adwords and Google Shopping, natural referencing (SEO).
  • The levers of traffic creation: display, e-mail and competitions...
  • Affiliation and partnerships
• Use the keys to e-merchandising
  • E-merchandising to promote your products and develop the average basket.
  • Site navigation strategy: the rules of e-merchandising.
  • The phenomenon of the 'long tail': advantages, key principles The basket: management and activation.
  • Dashboards, indicators and KPIs
• Promote conversion and loyalty
  • Sales promotion mechanisms in e-commerce.
  • Three fundamental rules of e-commerce: personalization, reassurance and responsiveness.
  • The order funnel. Commercial reactivation.
  • E-loyalty programs
• Deploy m-commerce on smartphones and tablets
  • M-commerce infrastructure: specificities.
  • Payment solutions. Economic models.
  • Commerce on smartphones, tablets and connected objects: challenges, evolution and performance levers.
  • Generate point-of-sale traffic via mobile
• Develop social commerce on social media
  • Social shopping: experiences and best practices.
  • Retail on social networks: state of play.
  • Development of a community of online buyers.
• Define omnichannel commerce strategies
  • Omnichannel distribution strategies: business point of view versus customer point of view.
  • Complementarity: physical sales channel and e-channel, web and mobile.
  • Associate e-commerce with traditional commerce
  • Enrich it. consumer experience thanks to the connected point of sale.
  • Use recent trends: geolocation, augmented reality, social selling, chatbot, voice recognition...
• Build e-commerce and omnichannel action plans
  • Definition of e-shopper targets: average basket, potential, channel affinity, RFM.
  • The pure web action plan: complete your site with a mobile version and applications.
  • The omnichannel action plan.
  • The web to store action plan.
  • Dashboards and ROI assessment