E-Commerce Category Management 2.0
ECCM2.0 is an advanced version of the ECCM module. Building on the same framework of the “5D-process” we have in ECCM, we will take a deep dive into each step to develop and activate the digital category plan.
In this workshop, you will learn how to:
- To focus on each step of the shopper journey and adjust your strategies and tactics
- Create the appropriate digital marketing brief
- Use the correct user interfaces
- Create a full category plan for the online channel (showcase Quick Commerce, B&C, Pure Players)
Day 1
Introduction
5-D model in E-Commerce
- Define Potential for the category
- Discover Opportunities
- Design Strategies & Tactics
- Develop the plan
- Deliver the plan
- Set the objectives and act in the competitive environment
Customer Journey Stages
- Improve Awareness
- Create desire & consideration
- Boost conversion
- Build Engagement
- Use Digital and performance metrics
Strategies creation based on Shopper Journey
- Increase awareness
- Use the appropriate strategy for each journey and create the suitable action plane
- Build customer journey related strategies for different channels (B&C, Quick commerce, Pure players)
Day 2
Day 1 Review
Design
- Step by step process referring to journey and strategies
- Assortment
- Content – reviews – recommendations
- Placement (Macro & Micro) – Visual Merchandising
- Price
- Promotion
- Services
Develop the digital category plan
- Set the required Digital Metrics
- Forecast sales and ROI
- Prepare the digital marketing brief
- Create image bank – standards and rules to follow
Deliver the plan
- User interfaces preparation
- Create the category plan online
Level: Intermediate
Retailers:
E-Commerce category managers, digital operation managers, digital marketing managers, customer experience managers, business analysts, omnichannel executives & teams
Manufacturers / Suppliers / Distributors:
E-Commerce category managers, online key account data managers, digital operation managers, digital marketing managers, customer experience managers, business analysts, omnichannel executives & teams.
