Description

In an omnichannel context, the digitalization of the point of sale has become a major objective. It consists of the adoption of digital applications to optimize the customer's experience at the point of purchase. This training will allow you to understand the keys and strategic issues for the company.

Who is this training for ?

For whom ?

Marketing managers, point of sale or merchandising managers, digital strategy managers...

Prerequisites

None.

Training objectives

Understand the prospects for the evolution of commerce and e-commerce Implement a digital strategy in a point of sale Create a new, enriched customer experience Generate traffic to your point of sale

Training program

• State of play of e-Business
  • - The key figures for e-Business in France and internationally.
  • - The evolution of retail in an omnichannel context.
  • - Omnichannel at the heart of the strategic system.
  • - Mobile: the essential off/online link.
  • - The new customer journeys.
  • - Case study The ideal customer journey according to McKinsey.
• New purchasing behaviors
  • - The new expectations of consumers.
  • - Big Data and e-CRM: a necessary integration.
  • - The consumer 3.
  • - 0: ATAWAD, SOLOMO, ROPO, showrooming.
  • - Inbound Marketing: a winning strategy.
  • - Exchanges Feedback.
• The connected store in an omnichannel strategy
  • - The definition of point of sale: phygital? The new challenges of digitalization for brands.
  • - New experiences for customers.
  • - Web to Store, Store to Web: choosing the right strategies.
  • - A new concept: retailtainment.
  • - Case study Examples of different omnichannel strategies.
• Technology at the service of the customer experience
  • - Before the visit: generate traffic to the store and attract the customer.
  • - During the visit: create a new experience and generate new services.
  • - After the visit: build customer loyalty and generate engagement.
  • - Mobile applications to maintain customer relationships.
  • - Social networks at the heart of the store.
  • - Practical work Workshop: and for you?
• Campaign management
  • - Optimize actions thanks to marketing automation.
  • - Omnichannel: a single customer repository! The importance of e-CRM tools.
  • - The transformation of a customer into an ambassador.
  • - Performance measurement tools.
  • - Demonstration Salesforce: managing the single customer.
• Organizational impacts for the company
  • - Anticipate the transformation of businesses.
  • - From Big Data to Smart Data: the new data.
  • - Manage commercial performance differently.
  • - Rethinking a new organization for the company.
  • - The key success factors.
  • - Development perspectives.
  • - Collective reflection Organizational impacts for participants' businesses.