Have you heard? NIQ and GfK are now one website. Learn more

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)
Agenda
Agenda

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
Who should attend?
Who should attend?

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.