Digital Commerce training and capability development

Maximise your growth through Digital Commerce

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Alex Tait

About the author: Alex has varied experience across all aspects of media, digital and ecommerce. Prior to Entropy Alex’s roles have included the UK & Ireland Media & Marketing Services Director at Unilever, EMEA Digital Director at Kellogg Company and International Digital Director at American Express.

eCommerce and Digital Commerce training and capability

Entropy digital commerce training session

We provide practical and interactive digital commerce training customised for the audience in your organisation.


Typically the audiences for our training are either:


  • Sales teams
  • Marketing teams
  • Organisation wide upskilling


We can provide verbal references on request but here is some feedback from a recent workshop we ran in June 2019:


“The trainers were all very effective, communicated clearly, were engaging and had a fantastic level of participation.”


“Excellent content, knowledgeable trainers, great team exercises that developed throughout the course.”


“Excellent contribution all day by the trainers made the course, fun, interactive and engaging.”


Why is it important?


There are many factors that are making growth in several sectors challenging in the UK at present. For example, FMCG / CPG is increasingly reliant on discounters and eCommerce for growth opportunities.


This is of course ignoring the ever increasing adoption of digital channels by consumers. The fact of the matter is that many businesses are struggling to keep up with consumer expectations. You team’s capability is a core enabler in your businesses strategy to exploit digital channels.


The objectives of our programme will be tailored to your organisation and audience. However, for a sales organisation we can equip the team with


  1. A common understanding of what digital commerce is, and it’s language.
  2. An appreciation of how individuals and the organisation can influence consumers, shoppers and customers from a digital perspective
  3. Enabling sales team to have digital conversations with their customers (retailers)
  4. Skills in leveraging digital understanding to identify commercial opportunities and create compelling commercial propositions


Our content will be tailored for the audiences but typical areas we’ll cover in the agenda are below for a 2 day workshop.


Module 1


Introduction to digital commerce


What is digital commerce?


  • Digital commerce as the main force of growth for retail
  • The role of digital in the consumer & shopper journey
  • Digital vs bricks ‘n mortar – a different playing field
  • The language of digital commerce


Module 2


Winning the consumer journey and digital


The omnichannel consumer


  • Zero Moment of Truth
  • Digital media
  • Creating the right content across the consumer journey
  • Search
  • Leveraging reviews
  • Creating the right assets


Module 3


Driving conversion at the digital point of purchase


  • Digital Commerce assets
  • Digital 5 P’s


Module 4


Planning to influence the digital customer


Bricks ‘n mortar versus digital customer management


  • The digital business plan
  • Digital gap analysis
  • Selling the digital idea


We also provide wider consultancy on how you can leverage Digital Commerce to grow your business and give specific advice for Direct To Consumer marketing.

Contact us to find out more. However, before you do so hear from some of our clients. We can provide more references on request.

  • "The Entropy team are a pleasure to work with, their experience and insight is always valuable and they have a great passion for the work they do." Fiona Spooner, Global Marketing Director, Financial Times

  • "GDPR is a tough subject to understand but Entropy’s full day workshop was informative and made clear what was expected of us in order to be compliant. The scenarios really helped us to apply GDPR to our own situation and business. I would recommend Entropy to any company that’s looking to gain not only a broader understanding of GDPR, but its implications for their business.” Holly Hall, Managing Director, BIMA (British Interactive Media Association)

  • “Alex Tait has been very involved with ISBA on a variety of issues at the forefront of our agenda over the years, most recently as an advisor and previously as chair our Digital Action Group and valued member of our Executive Committee.” Phil Smith, Director General, ISBA – The Voice of British Advertisers

  • “Entropy have provided very effective and hands-on support. You have been a fantastic addition to the team in the past few months and brought invaluable media expertise. It has been a pleasure working with you. A big thanks from all of us.” Emmanuelle Grimbert, Marketing Director, Danone


Talk to us about how we can help you achieve your goals

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