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About this learning plan

Before we can convert and retain ecommerce customers, we need to have the right sales model and acquisition tactics to attract them.

Omnichannel Ecommerce: Planning and Customer Acquisition begins with the Ecommerce Formula and how to use it, before examining the varied and emerging ecommerce models, and moving on to acquiring traffic through organic and paid channels. The learning plan closes with an essential course on how to integrate ecommerce into the wider business.

Course 1: Introduction to Omnichannel Ecommerce – Planning and Customer Acquisition

Course 2: Unlocking the Ecommerce Formula

Customer acquisition costs, conversion rate and average basket size are the variables of the ecommerce formula, and the factors that determine the profitability of an ecommerce business.

Unlocking the Ecommerce Formula explores how to work with these elements, including ecommerce within the customer journey, aligning online value proposition with purpose and an introduction to the key levers of customer acquisition.

By the end of the course you will be able to:

• Describe the ecommerce formula
• Create an effective online value proposition
• Explain the different types of ecommerce business model
• Produce effective customer acquisition tactics

Course 3: Ecommerce Business Models

From direct commerce, to pure players, third party retailers and marketplaces, ecommerce organisations use a range of business models. Whether you’re considering your own go-to-market strategy or looking to better understand your competitor’s, Ecommerce Business Models uncovers how the various models fit with brand objectives and customer needs, and how to optimise specific approaches.

By the end of the course you will be able to:

• Describe the key benefits of each business model
• Create effective product details pages and listing pages for third party retailers and marketplaces
• Explain why your organisation should invest in one or more of these models
• Produce optimised product detail pages for third party retailers and marketplaces

Course 4: Acquiring Ecommerce Traffic – Social, Offline and Partnerships

This course looks at several key approaches to acquiring ecommerce traffic that don’t rely solely on paid media. In addition to social commerce, it looks at driving demand through “bricks and clicks”, and leveraging partnerships.

By the end of the course you will be able to:

• Describe ‘phygital’
• Create an effective social commerce strategy
• Explain some key considerations for an effective retailer relationship

Course 5: Acquiring Ecommerce Traffic – Paid Search, Shopping Ads and Targeting

Paid traffic acquisition channels are a vital lever in the ecommerce formula and a big part of how to drive visitors to your site. In this course, we focus on the biggest: paid search, and display advertising, including retargeting.

Topics include how to optimise shopping ads, the use of lookalike targeting and how to use the ‘See, Think, Do’ model for improving display performance.

By the end of the course you will be able to:

• Describe the key benefits of these channels
• Brief and oversee effective paid search, Shopping ads and retargeting campaigns
• Design highly relevant display advertising campaigns aligned with the customer journey

Course 6: Integrating Ecommerce and the Wider Business

Ecommerce has many interdependencies with the wider organisation. Every strategic decision, from brand building to supply chain and even pricing, has the potential to influence and be influenced by ecommerce objectives, as well as internal and external relationships.

This course takes you through mapping interdependencies, pricing approaches, distribution and the potential for ecommerce to support new product development.

By the end of the course you will be able to:

• Influence organisational design decisions about where ecommerce sits
• Integrate the right pricing strategy into your ecommerce operations
• Explore opportunities for new product development that are specific to ecommerce
• Navigate options for fulfilment and distribution