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Allume Academy™

Digital Immersion Workshops

Empower your teams with actionable insights based on the latest trends, customized for your business objectives.

  • Facilitated discussion and activities to dive deeper and create action plans
  • Delivered in-person or virtually
  • Includes industry expert recommendations
  • Access the latest AIR Digital Commerce Report here.
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eCommerce Strategy Certification

Allume Academy offers a comprehensive eCommerce Strategy Certification based on the building blocks of digital commerce success. Get certified today in less than four hours!

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Popular On-Demand Courses

Marketplace Fundamentals & the eCommerce Success Framework

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Digital Shelf and Content Strategy

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Cross-Marketplace Strategies

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Marketplace In Stock Fundamentals

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Driving Mutual Profitability in eCommerce

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The Three D’s of Marketplace Category Management

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Amazon Advertising
Strategy

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Retail Media Advertising Strategy

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Walmart Advertising Strategy

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Kroger Fundamentals

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Kroger Advertising Strategy

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Target Fundamentals

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Target Advertising Strategy

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Instacart Fundamentals

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Instacart Advertising Strategy

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Walmart Fundamentals

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Marketplace fundamentals & ecommerce success framework

In this foundational course, we’ll explore the nuances of eCommerce marketplaces including Amazon, Walmart, and Target as examples. We’ll review the key differences between eCommerce marketplaces and value-added retailers, including new areas of responsibility for brand and brand-enablers. Harness the knowledge and expertise of thought leaders in the industry and learn how to apply the eCommerce Success Framework.

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Winning the Search & Converting Customers Through Content Best Practices

Digital content is foundational for success on eCommerce marketplaces. In this course, we’ll discuss the importance of search in the shopper journey using Amazon’s shopper journey and search relevance algorithm as a key example and how to “win the search”.  This course includes coverage of the P.A.T.H.S. framework for creating both traffic-driving and conversion-driving content on eCommerce marketplaces, image best practices, and critical, behind-the-scenes content that drives traffic and conversion, Lastly, we’ll cover ways to scale these best practices across multiple SKUs, brands, and retailers.

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Cross-Marketplace Strategies

Working with multiple eCommerce marketplaces can open new growth channels for brands, however, approaching each eCommerce marketplace in isolation can be a costly mistake. In this course, we’ll review the key differences between each of the major eCommerce marketplaces, factors to consider when building strategies across them, and common missteps, such as pricing and promotional cascading effects. Discover the common, tried-and-true strategies to maximize success across all eCommerce marketplace platforms.

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Marketplace in stock fundamentals

Out-of-stocks and inefficiencies, such as mis-ships, can be costly for consumer brands. And if you’re not in-stock online, you’re not on the digital shelf, period. In this course, we’ll review the foundation of supply chain strategy and how (and why) to drive for operational efficiency across the forecasting, order, and receive processes. Lastly, we’ll cover key operational metrics to ensure brands stay on-track and strong on the digital shelf.

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Driving Mutual Profitability with Amazon

eCommerce growth can be incredible, but it can also come at a high cost – for both the consumer brand AND the retailer. On eCommerce marketplaces, retailer profitability is often a shared responsibility, and careful management of cost drivers can mean the difference between success and failure. In this course, we’ll cover Amazon’s cost to serve, the importance (and structure) of item-level economics,  and Amazon’s C.R.A.P., or “can’t realize a profit” program and how it can hinder brand growth. Lastly, we’ll cover the R.I.C.H. framework for improving both manufacturer and retailer profitability.

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The Three D’s of Marketplace Category Management

In this course, we’ll dive deep into the key components of eCommerce category management through the Three Ds framework: Define the category, conversion-drivers, and competition; determine the new areas of brand responsibility and drive the critical inputs. This course includes a deep dive into the Keys to Success on eCommerce Marketplaces to help set brands up for online success.

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Amazon Advertising strategy

Advertising on Amazon can be an incredible growth driver or a confusing and expensive navigation exercise. In this course, we’ll cover key concepts to help set brands up for success in advertising on Amazon. We’ll also discuss common goals and objectives in advertising on Amazon, how to build advertising strategies accordingly, and important factors in execution. Using the M.E.D.I.A framework, we’ll walk through a methodology for preparing products for advertising, setting goals and objectives, including budgeting, executing, and measuring success.

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Retail Media Advertising Strategy

Retail media can be an incredible growth driver or a confusing and expensive mystery. In this course, we’ll cover key concepts to help set brands up for success in advertising on Retail Media platforms. Using the M.E.D.I.A framework, we’ll walk through a methodology for preparing products for advertising, setting goals and objectives, including budgeting, executing, and measuring success.

Walmart Advertising Strategy

Advertising on Walmart.com can deliver strong results, but it requires careful planning and execution. In this course, we’ll cover key concepts to help set brands up for success in advertising on Walmart.com. We’ll learn about the shopper journey on Walmart.com and review the M.E.D.I.A framework covered in the Advertising Strategy course for preparing products for advertising, setting goals and objectives, including budgeting, executing, and measuring success. This course includes coverage of ad types and measurements specific to Walmart.

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Kroger Fundamentals

COMING SOON – As more grocery shopping shifts to eCommerce, grocers such as Kroger race to capture the eCommerce consumer and develop advertising
platforms to partner with consumer brands. In this foundational course, we’ll dive into the details of Kroger’s click-to-order/eCommerce strategy. We’ll learn about the shopper journey on Kroger’s banner web sites and the role of advertising on the platform. Lastly, we’ll cover common missteps in executing with Kroger eCommerce and the five keys to success for consumer brands selling with Kroger eCommerce.

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Kroger Advertising Strategy

COMING SOON – Advertising on Kroger’s banner sites can deliver strong results, but it requires careful planning and execution. In this course, we’ll cover key concepts to help set brands up for success in advertising with Kroger eCommerce. We’ll learn about the shopper journey and review the M.E.D.I.A framework covered in the Advertising Strategy course for preparing products for advertising, setting goals and objectives, including budgeting, executing, and measuring success. This course includes coverage of ad types and measurements specific to Kroger.

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Target Fundamentals

COMING SOON – Target continues to be a fan favorite with shoppers, and for good reason. In this foundational course, we’ll dive into the details of Target’s eCommerce strategy and culture. We’ll learn about the shopper journey on Target.com, the role of advertising,
and the nuances of their assortment strategy. Lastly, we’ll cover common missteps in working with Target eCommerce and the five keys to success for consumer brands selling on Target.com.

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Target Advertising Strategy

COMING SOON – Advertising with Target can deliver strong results, but it requires careful planning and execution. In this course, we’ll cover key concepts to help set brands up for success in advertising with Target’s media platform. We’ll learn about the shopper journey and review the M.E.D.I.A framework covered in the Advertising Strategy course for preparing products for advertising, setting goals and objectives, including budgeting, executing, and measuring success. This course includes coverage of ad types and measurements specific to Target.

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Instacart Fundamentals

COMING SOON – Instacart is a critical intermediary player in eCommerce grocery, with many consumer
brands allocating significant advertising revenue to the platform. In this course, we’ll cover Instacart’s priorities and eCommerce strategy. We’ll dive into Instacart’s role in the eCommerce ecosystem, the shopper journey on Instacart, and the basics of their advertising platform. Lastly, we’ll cover common missteps and the five keys to success for consumer brands working with Instacart.

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Instacart Advertising Strategy

COMING SOON – Instacart is a critical intermediary player in eCommerce grocery, with many consumer
brands allocating significant advertising revenue to the platform. In this course, we’ll cover key concepts to help set brands up for success in advertising on Instacart. We’ll discuss the shopper journey on Instacart and review the M.E.D.I.A framework covered in the Advertising Strategy course for preparing products for advertising, setting goals and objectives, including budgeting, executing, and measuring success. This course includes coverage of ad types and measurements specific to Instacart.

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Walmart Fundamentals

In this foundational course, we’ll explore the nuances of Walmart eCommerce / click-to-order. We’ll begin with understanding the new areas of responsibility in working with Marketplaces such as Walmart. We’ll learn about Walmart’s culture, wiring, and eCommerce strategy. This course discusses the shopper journey on Walmart so we can best develop our content and advertising strategies accordingly. Lastly, we’ll cover common missteps in working with Walmart and the five keys to success for consumer brands in selling on Walmart.com.

 

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