Welcome to Maelle's Course on e-commerce, Module "The digital trade roles".
I am an e-commerce shopping experience expert with over 7 years of activity and I manage the e-commerce section in Maelle. Traveling around the world from US to Europe and now to UAE, I've supported some of the biggest names in the fashion industry, including Tommy Hilfiger, Calvin Klein, and Karl Lagerfeld.
My optimization strategy focuses on three core areas: on-site experience, customer journey, and user engagement which all move around platforms, AI solutions and sales strategies.
In this lesson it will be covered:
Let's dive deeper in the roles.
I am an e-commerce shopping experience expert with over 7 years of activity and I manage the e-commerce section in Maelle. Traveling around the world from US to Europe and now to UAE, I've supported some of the biggest names in the fashion industry, including Tommy Hilfiger, Calvin Klein, and Karl Lagerfeld.
My optimization strategy focuses on three core areas: on-site experience, customer journey, and user engagement which all move around platforms, AI solutions and sales strategies.
In this lesson it will be covered:
- E-Commerce environment overview
- The essential roles of digital trade
- Analytics
- Site Merchandising
- Platform & AI
- Master Data
- Product
- CRM
- UX/UI
Let's dive deeper in the roles.
- Platform support role(s): this is the role or team that works on the technical aspect of the website, meaning the platform development and maintenance and all those custom features that enhance the platform and the website usage and that allow you to provide a better experience and personalized journey to your customers.
- Product role(s): Responsible for managing the product catalogue available on your website and forecast where to invest next. This includes buying collections, providing product descriptions, images, pricing, as well as monitoring stock and availability. They are familiar with fashion trends and therefore able to identify new and popular products to keep the catalogue fresh and up-to-date.
- Site Merchandising role(s): Responsible for the display of products in an appealing manner that encourages customers to engage and ultimately purchase, increase customer engagement, optimize shopping experience and journey personalization.
- UX/UI Designer role(s): responsible for ensuring that the fashion e-commerce website is easy to use and navigate. The focus is designing the layout and structure of the website, as well as ensuring that it is visually appealing and user-friendly.
- Content role(s): Responsible for creating and curating the content (text & visual) that appears on the website. A strong content strategy will ensure that the content is well-written, engaging, and accurately represents the products on offer. This also includes creating and executing marketing campaigns, using digital marketing channels such as social media, email marketing, and search engine marketing.
- Data Analyst role(s): Responsible for tracking website traffic, customer behavior, and sales data, and using this information to make data-driven decisions. This includes identifying trends, optimizing the website, and making recommendations to improve the customer experience.