Successful Ecommerce Management
Successful Ecommerce Management
21-22-23 May 2024

09:45 – 11:45 BST | Virtual

19-20-21 November 2024

13:45 – 15:45 GMT | Virtual


Workshop overview

As shoppers shift to include ecommerce as a key shopping channels businesses need to build their skills to ensure they optimise their plans for the channel to ensure success.

Throughout this virtual workshop delegates will learn how to overcome the unique challenges of ecommerce to drive engagement and sales. Our experts will help you understand the shoppers’ journey online and the essentials to get right. We’ll share the tools to leverage to ensure you are set up for today’s online shopper.


Learning outcomes

Understand how grocery shoppers use ecommerce as part of their store repertoire - why and when they select channels and retailers.

Ensure you have the basics right for online shopping including being set up for search, the right imagery and retail marketing.

Discover the opportunities to drive increased shopper engagement online and to drive awareness and sales.


Who’s it for?

This workshop is suitable for those who are starting out within the world of Ecommerce, Commercial sales, category management or shopper marketing.



Really informative and interactive course. Break out rooms were great to keep everyone engaged in the sessions.

A great starting place for anyone coming into the sector. Having worked the channel for a year now, I still managed to learn a number of new things and it was really valuable to speak to other suppliers and learn from their experiences.



The programme has been split into three 1hr 45 mins sessions over 3 days.

Day 1
Duration: 1hr 45mins

Channel dynamics

Why online is growing in importance as a channel solution for most shoppers. What their expectations of the channel are and the drivers of store choice.

Understand the online shoppers’ path to purchase and the important touchpoints to engage the shoppers.

Discover the different ecommerce business models and the strengths of each to leverage for success.

The complexity of fulfilment for ecommerce and the implications for retailers and suppliers.

Day 2
Duration: 1hr 45mins

Building visibility and awareness

Learn the different ways shoppers find their products and their role in building the shopper basket. Understand what shoppers see and select from. Therefore, what you need to leverage for your different objectives.

Understanding the search function. Ensuring products are set up to deliver the right product list for shoppers, through being optimised for the search engines.

Know how shoppers use the category menus and how ecommerce can leverage different types of menus to drive incremental purchasing.

Day 3
Duration: 1hr 45mins

Driving purchases

Understand the increasing importance of product imagery online to drive sales. Know what best practice imagery looks like.

Ecommerce product reviews are key for new shoppers, know what do you need to ensure they support not hinder your sales.

Learn how to engage through ecommerce with promotions and shopper communications. How to leverage the unique environment compared with the physical store.

What do we mean by Omni-channel? The importance of online and it’s influence on the shopper.


Meet the trainer

Simon Attfield, Strategy & People Solutions Manager

Simon Attfield tutors on our open workshops and delivers bespoke Category and Shopper programmes. He has over 20 years' experience working in category management, shopper marketing and sales for FMCG companies such as P&G, Britvic, Clairol, and most recently leading the customer marketing team at Tata global beverages.

Simon Attfield