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About This Elective CourseRetail & Online Certificate

Retail is a shrinking market for tech, but it is a growing market for online. Regardless, some products will always be in retail (so long as a customer wants to try or see before they buy, or want it instantly), and you need to know how to make it succeed if that’s your channel.

In retail, there is no deal registration, no lead forms or policies, no techy white papers, no fancy configurators, etc. So all your “other” channel experience doesn’t apply. You need to pick up a new skill set.

In addition, there’s more to an online channel that just putting your product on your website–including online etailers, market places, and platforms. This course provides the DETAILED tactics to succeed in both, including:

Retail

  • Retail Differences. You’ll learn how the roles of channel marketing and channel sales are VERY different in retail (sales engages much sooner). The terminology is different (POP, ROP, Plan-o-gram, EndCaps), the margin is different, most retailers use wholesales distributors, plus more.
  • Setup & Definition. You’ll learn how to set up your retail kit, including best-selling packaging, an intro letters, sell sheet, product slick, sell-in PowerPoint, promo flyer, and the NFR employee special.
  • Pricing. You’ll better understand pricing objectives, strategies, structure, and levels. You’ll create your rate cards for sales, exception policies, alliance pricing, NFR pricing, volume discount schedule, bundle pricing, plus create your price savings build-up.
  • Wholesale Distribution. You’ll learn which type you may need, who to select, contract “gotcha’s,” differences by country, the margins, how they make money, how they help with logistics and reverse logistics, how they can help with recruiting, what works/doesn’t work, how many to sign-up (hint: too many you don’t get attention, too few they gouge your resellers), when to use aggregators, and more.
  • Sell-In Strategy. Use a rep firm (and who, terms, pros/cons), or sell direct? Why you should get your run-rates with locals and regionals–before contacting the nationals. How to leverage MDF, what promotions work, how buyers make their quotas, tactics to get your product in, how to negotiate shelf placement, how to increase initial sell-in (and why it’s critical), how long does it take?
  • Demand Generation. Retail fulfills demand, but they can create it with run-of-press, promotions. Most of the time the vendor creates demand–what works, which to do first, how to leverage PR/awards, SEO, ads, social media, and events.
  • Sell-Through–Retail Enablement. In retail, a sale is not a sale–until it’s past the return period. It’s also no fun to have a semi-truck pull up with “returns,” because you didn’t know how to get your product OFF the shelf. You’ll learn how to run SPIFFs (to the retail reps–not to increase store profits), how to increase the almighty “Reseller Recommendation Rate,” and why it is the MOST critical retail metric, how to merchandise (through the reps), how to train (resellers sell what they know–they know what they use), and you’ll learn what works and what does NOT work.

Online Website, Retail, Marketplaces

  • Online website sales. How to drive traffic, convert the traffic, and not lose the sale within the shopping cart. Includes landing pages, website plan-o-gram, price or no price decisions, webinars, web-push notifications, pop-ups–key elements to SELL on your OWN website.
  • Retail Online and eTailers. Most retailers have an online store. Learn how to get good placement, ensure up-to-date info for their comparison grids, capture, and manage online reviews. Some are strictly online–how to sell-in, negotiate terms, and influence online sales.
  • Marketplaces & Platforms. Learn how to sell-in and set up your product on popular marketplaces and platforms like Amazon, eBay, Google Shopping, NewEgg, Shop.com, iTunes Store, Best Buy, and more. Know how to set up your listings to optimize sales, how to track and beat competitors, proper market-place SEO, proper mapping of products (especially if you have hundreds of online products–since each market place has different rules (you may need software to optimize)), learn critical out-of-stock rules, and how to increase and manage online reviews.