ecommerce Management Programme 2014

eCommerce Management Programme 2014

eCommerce Management Programme 2014

The eCommerce Management Course is an exciting and intensive series of 5 one day workshops delivered over a 4 month period. This course is the key to your digital training. It will give you an overview of the digital landscape including all the essential disciplines, how they fit together and how to assess what’s right for your strategy and where you need further in-depth learning. This course is ideal for those with experience of traditional offline marketing but less exposure to online channels or for those with experience in specific digital disciplines who want to know how different channels can fit together.

The programme will empower the participants with the skills required to run a successful Online Retail Operation and will be innovative, engaging and will challenge conventional thinking. The modules will combine:

 Lectures and practical learning sessions

 Exercises and interaction with your peers and experts  Networking and engagement with colleagues

Day1 – Monday 10

_{March 2014}

08.30 Registration & Coffee

09.00 Let’s get Started – Introductions and Round Table Discussion

Brendan Almack, Wolfgang Digital - Digital and Multichannel Transformation

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.

10.00 Coffee | Networking

10.30 Developing your eCommerce Strategy Maeve Kneafsey, Founder | MD of Elucidate

This module will focus on the rise of digital by examining the evolution that has driven social and behavioural change. Some implications are yet to be known but a robust strategic approach will help everyone.

Understanding the Cultural Shift  Setting the Scene

 Planning/budgeting (framework)  Product and proposition

 Understanding the consumer shift to online  Target audience

 Situation analysis

 Setting Objectives (benchmarks)

 Getting the balance right between online and offline  Meeting goals & measuring results

12.45 Q&A 13.00 Lunch

13.45 Technology and Building a Sustainable eCommerce Business Ger Keohane, StudioForty9, Web Development Expert

This module focuses on strategic retail business and technology initiatives where retailers will learn about a broad selection of leading technologies to help them get up to speed on the latest retail innovations. The session will be a mix of presentations and breakout sessions.

 Platforms and Content Management Systems – what are my options?  Outline of technologies available for small to large scale platforms  Open source vs managed services – pros and cons

 Operational excellence – plan to manage your platforms 16.45.1 Q&A | Evaluation

o Brendan Almack, Wolfgang Digital o Ger Keohane, StudioForty9 17.00 Conclusion Day1

Day2 – Monday 7

_{April 2014}

08.30 Registration & Coffee 09.00 Let’s Get Started

Brief review | discussion on progress since Day1

09.30 Maximise Conversions and Sales Online through Understanding Customer Journeys Colman Walsh, UXTraining.ie

This module looks at how usability testing can help us improve the customer experience and ultimately increase conversions. This promises to be an engaging and very hands-on session.

 What is user experience

Functional, aesthetic and experience design The importance of desirability

 The elements of a greater user experience Customer context

Customer goals Customer behaviours 11.00 Coffee | Networking

 Usability testing

Technical setup – not expensive, not complicated Usability testing of a successful Irish brand  Analysis, insights and actions

Analysing our usability test data Defining a customer journey Actions that will improve the journey 12.15 Q&A

12.30 Lunch

13.15 Trading Online and Understanding Best Practices to Trade Online Jim Cassidy, Lucidity Digital

This module will provide delegates with the knowledge, skills and insight to ensure that they are converting customers onsite and building loyalty. It will explain what it takes to convert that visitor into a customer and convert that customer into a valued, loyal, recurring shopper. This module will deliver examples and reviews of successful eCommerce brands and how they have taken advantage of the internet to grow their online sales through customer engagement, value proposition and their business model

 Optimise your online store for selling  Manage your supply chain

 Deliver excellent and consistent customer service  Increase customer engagement and loyalty  Plan your eCommerce customer proposition  Develop a growth strategy for your business future 16.30 Q&A Session

o Jim Cassidy, Lucidity Digital 17.00 Conclusion Day2

Day3 – Wednesday 28

_{May 2014}

08.30 Registration & Coffee

09.00 Let’s get Started - Digital marketing

Alan Coleman, CEO Wolfgang Digital – brief review | discussion on progress since Day2

09.30 Digital Marketing and Driving Qualified Traffic to your Site While Increasing Brand Awareness Alan Coleman, Wolfgang Digital

Day3 focuses completely on digital marketing and content. We examine current trends and how digital affects strategy, tone of voice, media placement and writing style. This module is designed to enable you to develop a focused online marketing strategy that can help your organisation increase sales and become more profitable

 Drive customers to your site

 Understand how to improve your search engine ranking  Maximise your conversion of visitors to customers  Search engine visibility

 AdWord campaign management overview 12.30 Lunch

13.15 Content Marketing: Building Trust, Creating Relationships and Guaranteeing Sales Siobhán McGinty, Wolfgang Digital

Content marketing is one of the most holistic marketing strategies on the market. It feeds every stage of the purchase funnel - from awareness and interest, to action and loyalty. One of the key reasons content marketing is of utmost importance at the moment is Google. Google's algorithmic updates (Panda, Penguin and Hummingbird), have penalised people for link building and poor content, and rewarded those who facilitate longer-tail keyword searches which enhance the search experience of Google users.

 Creating an entire content marketing strategy  Deciding on objectives

 Forming your tone and voice  Choosing your content formats

 Distributing your content on social media  Measurement and optimisation.

This is a hands on session and will include case studies and real-life content examples.

16.30 Q&A Session

o Alan Coleman, Wolfgang Digital 17.00 Conclusion Day3

Day4 – Wednesday 11

_{June 2014}

08.30 Registration & Coffee

09.00 Let’s get Started - Digital – The Nuts and Bolts

Alan Coleman, Wolfgang Digital – brief review | discussion on progress since Day3 09.30 Order Fulfilment: Models to Grow Your Business

Order fulfilment - picking, packing and delivery - is one of the biggest challenges for eCommerce businesses. Today we’ll look at a range of distribution models available and evaluate those models and their impact on profitability.

 Order fulfilment and the product lifecycle

 Pick, Pack and Delivery – what are the options available?  Operational management for fulfilment

12.30 Lunch

13.15 Metrics and KPIs: Analysis and Optimize the Performance of Your Business Joanne Casey, GlowMetrics

This module will help you get the most from your website analytics and get actionable insights from traffic to your site. These insights will help to develop roadmaps to improve the customer experience and explain how to clearly understand and measure the impact of changes implemented.

 Understand what website analytics is and the benefit of using it  Learn how to identify and measure goals for your website

 Understand how to analyse reports so you can drive better quality traffic

 Know how to measure and optimise marketing campaigns based on web analytics data  Learn how to develop a good reporting structure

 Top5 areas to focus no for your business 16.30 Q&A Session

o Alan Coleman | Wolfgang Digital o Joanne Casey | GlowMetrics 17.00 Conclusion Day4

Day5 – Thursday 12

_{June 2014}

08.30 Registration & Coffee

09.00 Let’s get Started - Internationalisation and Trending

Alan Coleman, Wolfgang Digital – Brief review | discussion on progress since Day4 09.30 Cross-border e-Commerce: Opportunities in an International Digital Marketplace

Susanne Dirks, Business Localisation Expert, e-Vorsprung Consulting

 This module has been designed to teach you the key skills needed to sell online across culture barriers as well as dealing with international trading standards and jurisdictions within the EU. You will acquire practical tips on how to approach your international strategy, examining the importance of language and culture, international SEO and PPC, international payment solutions and customer follow up. Understand the critical role that culture plays in building relationships across borders and cultures

 How to adapt to different cultures for more effective personal and business interactions

 Understand the role of culture in the success or failure of cross-border joint ventures through case studies  Content marketing, SEO and Paid Search - Results-oriented strategies for cross-border

 How the right online “voice” can support your overall digital marketing strategy 12.30 Lunch

13.15 Business planning – forecasting and trending - Mark Brill, Txt4Ever

Digital is very fast paced and it’s essential to monitor trends with tools to arrive at the right decisions for the developments of your business. This module will examine the trends for digital and key technologies and enablers for payments, mobile and eCommerce services

 How to use trending and strategic tools to build a business plan  How to apply strategic thinking to your planning

 How to defend your choices and sell your plan

 How a business model might be varied to increase the odds of success 16.30 Q&A

o Alan Coleman, Wolfgang Digital o Ciaran Murphy, Wolfgang Digital 17.00 Conclusion Day5

About the Tutors

Convinced that “Google Adwords” success requires exactly the same skill-set as “Championship Manager” success, Alan adapted his passion for strategy games to start specialist Google Adwords Agency Wolfgang Digital in 2007. Wolfgang Digital has now become the first Irish agency to have a campaign published by Google as a “Google Success Story” and have 3 such Adwords campaigns published by Google. Gold Medal winners for “Best Digital Advertising Agency” in the DMAs, Wolfgang Digital are very optimistic about the prospects for Irish businesses online and Alan is delighted to assist retailers boost their digital IQ & capitalise on the online opportunity.

Maeve Kneafsey, Founder | CEO Marketfinder (www.realmarketfinder.com)

Maeve is a leading expert in digital commerce and marketing strategy. Founder of Marketfinder in 2013 and Elucidate in 2003, she is former Chair of the IIA (Irish Internet Association www.iia.ie) and co-founder of the Irish eGovernment Awards and Centres of Excellence. (www.irishegovernmentawards.ie). She is highly experienced in developing online toolkits (Power to Convert and Elucidator KPI Dashboard) to maximise online revenues and increase online users. She also lectures on a wide range of digital topics for the Digital Marketing Institute, The Irish Times and Irish Internet Association and Retail Excellence Ireland. Maeve is a frequent contributor in relation to online business trends. Including the Economist, RTE, Today FM, The Irish Times and numerous conferences and seminars. She is a guest presenter on TV3’s Ireland AM. Maeve has worked with a wide range of sectors including retail, tourism, food and agriculture, manufacturing, mobile, Telco, IT, leisure and state agencies.

Ger Keohane, Founder StudioForty9

Ger is an eCommerce and Web Development expert who approaches his subject with the benefit of over 10 years of industry-grade web-development experience. In 2006, Ger founded StudioForty9, an award-winning team with a national and international reputation for excellence in eCommerce and Web Development. Since 2006, StudioForty9 has worked with a broad range of clients ranging from national brands such as DID.ie and The Irish Times to local retailers and boutique offerings. The team has also built integrations (used by hundreds of Irish websites) for payment gateways such as Realex and bespoke integrations with SAP and ERP / ePOS software. In addition to his extensive eCommerce experience, Ger blends his well-developed instincts for usability and design with a strong awareness of modern web technologies and the experience of having helped literally hundreds of companies to create, revamp and continually improve upon their online successes.

Colman Walsh, Founder UXtraining.ie

Colman Walsh is the owner and founder of UXTraining.ie. He has been working in user experience design for over 15 years, mostly as a consultant with Sapient and iQ Content. He has worked with clients in San Francisco, New York, London, Brussels and Dublin. In addition to running UXTraining.ie, Colman is currently the Product Manager of Daft.ie, Ireland’s largest property portal.

Jim Cassidy, Lucidity Digital

Jim Cassidy is Managing Director and co-founder of Lucidity Digital. Jim quickly found his way into the digi-sphere through early work on mobile applications in the US, developing a traffic video app in 2006 that spanned 10 cities and totalled 2.5 million downloads. He works directly with clients helping to manage campaigns across the varying areas of web apps, search engine optimization and digital strategy.

Joanne Casey, Glow Metrics

Joanne has over 9 years’ experience working on digital marketing campaigns specialising in search strategy, conversion optimisation, econometric modelling, website analytics and usability. She has executed and managed many large scale campaigns across the UK and Ireland for a number of clients including Trader Media Group, Betfair, Tourism & Discover Ireland, O2, Vodafone, P&G, Siemens, Sage, uSwitch, Electric Ireland and Kraft. Joanne recently set up her own consultancy business and provides analytics services to a wide range of clients aiding the development of their corporate analytics strategies. Joanne is also an experienced trainer having developed many corporate customised training schemes and regularly speaks at digital and analytics events across Ireland and the UK. She has a particular interest in ensuring clients get the best return-on–investment from offline and online campaigns and is currently in the process of building analytics software to integrate, evaluate and optimise marketing performance.

Susanne Dirks, e-Vorsprung Consulting

Susanne (ie.linkedin.com/in/susannedirks) is an International Business and Internet Consultant with extensive experience and qualifications in translation/localisation, IT and web technologies, and internet marketing. After 20 years working as a consultant and manager for technology MNCs across Europe, Susanne set up her own business, e-Vorsprung Consulting. As part of e-Vorsprung Consulting (www.evorsprung.com), Susanne works with Irish companies that want to establish and/or improve their web presence in foreign markets. Drawing on her understanding of the different business environments and cultures as well as her knowledge of and experience in translation, localisation, IT and internet marketing, Susanne helps Irish SMEs develop and implement an approach that optimises their web presence in the foreign markets, thus opening up new opportunities and increasing sales abroad. In a recent business innovation project with Enterprise Ireland and DCU Ryan Academy for Entrepreneurs, Susanne developed a handbook with Best Practice Guidelines for web presence, which is available on the Enterprise Ireland’s website.

BOOKING DETAILS Company Name:

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Limited number of places available

Cost: REI Members: €950 Plus VAT Non-REI Members: €2,900 Plus VAT Note: All training is tax deductible Fee includes light lunch

Where: The Crowne Plaza Hotel | Blanchardstown | Dublin

To Book: Register on-line: www.retailexcellence.ie or post / email this booking form before Friday 21st _February

eMail: [email protected] | 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 28th _{February. No fees will be reimbursed after this date. Substitutes maybe}

made 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.