Dstribution strategy in the fashion industry: balance of sales channels
The seminar is intended for owners and managers of manufacturing and trading companies, for top managers, and heads of sales departments
Program
• Interrelation, subordination and coordination between channels;
• Channel conflicts and their minimization.
Offline retail:
• Selection of priority locations and network optimization;
• Lease terms and profitability of retail outlets;
• Assortment management and merchandising;
• Personnel KPI and customer service.
Own online store:
• Effectiveness of promotion strategies (SEO, performance marketing, CRM);
• Conversion, UX/UI and convenience of the buying path (UX (User Experience) and UI (User Interface) are two key concepts in the development of digital products, including online stores and mobile applications.
• Logistics and operating models (warehouse, delivery, returns);
• Pricing and loyalty programs.
Wholesale sales:
• Selection of partners and working conditions (payment, shipment, exclusivity);
• Pricing and distribution policy;
• Order management and control of inventory;
• Functionality of a wholesale sales manager (negotiations, forecasting, control; accounts receivable).
Marketplaces:
• Selection of platforms and assortment management;
• Optimization of product cards (content, visuals, SEO);
• Marketing tools of marketplaces (promotions, promotion;)
• Functionality of the marketplace manager (work with analytics, ratings, logistics).
• Adaptation of the standard algorithm to the specifics of the brand;
• Investment ladder in the development of sales channels.
Head consultant “Business technologies in retail”.
Leading expert in Franchising and Distribution.
Practitioner in setting up Retail Business from scratch, development and management of retail chains with work experience in retail over 32 years. Former CEO of SELA Corporation. In 2010 Natalia was awarded with ‘Retail manager of the year’ in All-Russian Championship ‘Golden chains 2010’ for the highest effectiveness during the economic crisis.
Training takes place in an online format, in a “live broadcast” mode, Moscow time.
Attention! The training is not recorded!
