Lectures about / Foredrag om multi-channel og e-commerce eller blot e-commerce

Igennem længere tid har jeg holdt foredrag i danske- og udenlandske sammenhænge om multi-channel og e-commerce eller blot omkring e-commerce, online markedsføring og lignende emner.

Jeg har aldrig markedsført muligheden - dette er den første markedsføring af min lille foredrags virksomhed.

Du kan kontakte mig på kim@imd.dk eller +45 4244 0011, hvis du ønsker et foredrag til din virksomhed, event eller anden sammenhæng. Prisen varierer efter længden på foredraget, stedet og arrangementets størrelse og indhold.

Her er en lille headline på engelsk fra et nyligt foredrag:

Organizational readiness?

(this will drive some big changes in the organization)

As senior management (owners, CEO ...) you shall be ready to handle the management task of setting sails for the biggest change ever.

All stakeholders should be indentified - all the way from the board to store managers. What 'cheese' will be moved from each of them?

Does your organization have excellent communicational skills?

The task of aligning retail IT-systems can be huge.

Drivers for success

Ultimately consumers buy from retail brands, not retail channels. They expect to be able to get the same product information, services and inventory availability from all channels.

Convenience is the key driver for the consumer - how do we as merchants (retail chains/brand owners) live up to today and tomorrows expectations.

The customers are more demanding than ever which gives us new possibilities to communicate - but we need to 'remove' the noise and be very targeted.

Let's look at some ways of communicating targeted with the consumers ... (and not to, it should be a dialogue)

It is essential to deliver a compelling and consistent brand message accross all channels.

Skills that need to be covered in the organization

Online retail is not just retail

Online retail is not something the retail department 'just' can handle. Everything we previously discussed are fundamentals for succesful online retailing.

Product selection

Merchandising and stock responsibility

Retail collaboration is very important. For succesful implemented multi-channel retail the training of in-store employees are fundamental.

Online marketing has nothing to do with marketing on a strategic level.

SEM and affilite based marketing

SEO and SMO are often placed under online marketing.

Brand marketing should be able to identify/produce:

Marketing strategy including the brand DNA's.

Mock-ups on new directions for the web-designers to follow and implement.

Produce the universe or branding part of the site.

The brand identity and personas.

Give the communicational guidelines.

Marketing plans shall be much more detailed and start focusing on how to influence the customer to purchase.

Retail events are to merge with online plans - therefore marketing needs to be involved (follow guidelines).

Produce the content for the web, campagins, also the social- and mobile content - new channels will evolve over time. Also image based photos.

Handle the overall "Expression" of all channels.