The e-commerce Management Programme is an exciting and engaging series of intensive one day workshops delivered over a six week period.

Transcription

1 The e-commerce Management Programme is an exciting and engaging series of intensive one day workshops delivered over a six week period. Whether you want to extend your knowledge beyond traditional offline marketing or deepen your digital commerce expertise, this is the programme for you. Participants will gain the skills required to run a successful, and profitable, Online Retail Operation. The course will be innovative, engaging and relevant to the current e-commerce opportunity. A unique element of the course is the networking and peer learning from studying with fellow retail executives operating in other sectors large and small. Modules include: Lectures and practical learning sessions Bespoke workshops led by subject matter experts from leading companies and web sales consultancies, including Google Peer learning and networking opportunities

2 Registration & Coffee Let s get started Groups are divided into round tables to encourage interaction and sharing of information. The chairperson from each table then shares the key responses with the room Developing your e-commerce Strategy - Maeve Kneafsey, Founder Chair of Elucidate. CEO Marketfinder In this module we will examine specific online retail strategies using real examples and benchmarks and identify how they have secured their share of the online market. The session will outline the key components needed to create an effective online retail strategy. Setting the Scene Planning/Budgeting (Framework) Setting Objectives (Benchmarks) Product and Proposition Coffee Networking Developing your e-commerce Strategy (contd.) Understanding the Consumer Shift to Online Why Data Delivers Competitive Advantage Target Audience Situation Analysis Getting the Balance Right between Online and Offline Meeting Goals & Measuring Results Q&A Session Lunch Best Practice for Trading Online - Jim Cassidy, Director Isobar This module will provide delegates with the knowledge, skills and insight to ensure that they are converting customer s onsite and building loyalty. Optimising Your Online Store for Selling Managing Your Supply Chain Delivering Excellent and Consistent Customer Service Increasing Customer Engagement and Loyalty Planning your e-commerce Customer Proposition Developing a Growth Strategy for Your Business Future Q&A Session Conclusion Day 1

3 Registration & Coffee Let s get started Your e-commerce Customer Experience - Seán Owens Founder Managing Director, Willows Consulting This module will give you tools and insights into how you can enhance your customer s e- commerce user experience. The following topics will be covered: User Experience Tools What s your User Experience Story? Coffee Networking Your e-commerce Customer Experience (contd.) Pre-sale User Experience Post-sale User Experience Q&A Session Lunch Google Getting to grips with AdWords - Igor Marders, Senior Account Manager Retail, Google In this hands on Google Workshop you will gain a clear understanding of how to obtain the benefits of a higher quality AdWords score. Topics include: Why use AdWords? Using AdWords Common and costly mistakes people make when using AdWords How to build and effective and successful campaign How to track your progress and the benefits of doing so Homework Conclusion Day 2

4 Registration & Coffee Let s get started Google Analytics workshop (Metrics and Key Performance Indicators (KPIs) Joanne Casey, Managing Director Glowmetrics This workshop will give you a clear understanding of the important metrics to look for in a Google Analytics account. Demonstrate how you can set-up and use goals and funnels in your own account to assess visitor quality. Give you tips on producing better reports that contain actionable insights. Topics covered include Interface settings How to identify, set-up and manage website funnels in your Google Analytics account An understanding of how to interpret findings. Ways to view your customers Review a portfolio of selected Google Analytics report Learn how to look for and use actionable insights over vanity metrics Dashboards, custom reporting, scheduling reporting and a market overview and forecast Coffee Networking Metrics and KPIs continued Q&A Session Lunch Conversion Rate Optimisation Ger Keohane, Founder Managing Director StudioForty9 Conversion rates are one of the most essential KPIs you should be tracking and optimising. Improvements to your conversion rate will be the most effective way of directly impacting the profit you make on your online store. During this session you will learn about: The discipline of improving your conversion rates. Understanding conversion rates, Tracking conversion rates, and Identifying opportunities for improving your conversion rates Examining powerful case studies from companies who dramatically improved their bottom line with simple and well-tested changes to their e-commerce site Q&A Session Conclusion Day 3

5 Registration & Coffee Let s Get Started Day 4 will focus on Content Marketing for your e-commerce business. Content Marketing is the strategic creation and sharing of content to acquire and retain customers. In this session you will learn why your strategy must: Identify what your buying audience is looking for (as opposed to what you are selling them) Give your buying audience what they want. In this way you will ensure that your strategy is Planned, Purposeful and Profitable Developing a content marketing strategy for your business Karen Hesse, Founder Managing Director 256 Media This workshop will show you how to develop a content marketing strategy that is right for your business. Topics covered will include Planning Your Audience Your Story Channels Coffee Networking Developing a content marketing strategy for your business (contd.) Processes Conversations Measuring Q&A Session Lunch Creating content that meets your company s needs Karen Hesse, Founder Managing Director 256 Media This workshop will show you step by step how to format and script content to meet your content goals. The session will cover: Content Marketing Formats Content Marketing Topics Q&A Session Coffee Networking

6 Insights from the REI e-commerce Dashboard Jayne O Driscoll, e-commerce Executive, REI At present Ireland has a very limited amount of specific e-commerce statistics that track and benchmark ecommerce activity amongst Irish merchants. Until recently, the only means of benchmarking your site was to look at results from other countries such as the U.S. or the U.K. This is unsatisfactory as internet usage and e- Commerce in both the U.K. and U.S. is more advanced and sophisticated. REI has brought together a group of retailers who have pooled their data to develop insights into how consumers use their respective websites. To date approximately 50 Irish retailers are involved in the programme. REI, in partnership with StudioForty9, is now developing rich insights from this data that we can use to track progress and inform participants on consumer behaviour. During this session we will provide you with information gained from the e-commerce Dashboard which will help you to track the progress of your e-commerce offering. These insights will help you to develop an even more successful e-commerce strategy for your site Q&A Session Conclusion Day 4

7 6 As part of the programme, course participants will attend the Retail Excellence Ireland Retail Retreat which will be held in Carton House, Maynooth, Co. Kildare. By attending the Retail Retreat you will hear informative presentations by many of our own REI Members and also by leading retail experts. This final part of the programme will help you to broaden your perspective and gain new knowledge that will help both you and your business. Course Participants will also receive their Certificates of Completion on the day from Bobby Kerr, Chairman, Insomnia Coffee Company REI Retail Retreat Attendance Private Presentation by Bobby Kerr for Retail Management Programme and e-commerce Management Programme Delegates Lunch and Presentation of Certificates Conference Close

8 7 Please Note: A limited number of places are available Investment: REI Members: 900 plus VAT Non-REI Members: 3,950 plus VAT Fee includes light lunch, refreshments, course material and attendance at REI Retreat (13 th May) Multiple Delegates 10% discount for 2 nd delegate Location: Day 1-4 Digital Depot Digital Hub Crane Street Dublin 8 Day 5 Carton House Maynooth Co. Kildare To Book: Register online at events@retailexcellence.ie Retail Excellence Ireland 38/39 Fitzwilliam Square West Dublin 2 Payment must be received prior to programme commencement Changes to Booking: All cancellations must be made in writing to REI by Friday 20 th March No fees will be reimbursed after this date. Substitutes may be made at any time prior to the event. Cancellation or Alteration of the Programme: REI reserves the right at any time to cancel or alter the date of the event, change the venue or speakers. In these circumstances, any liability will be restricted to the delegate fee paid. REI will not be held responsible for any transport, accommodation or other costs incurred by delegates. Find us on Facebook Follow us on Twitter Join us on LinkedIn