Seminar
4
Decision
methods and modeling for bricks-to-clicks migration and creation of an
effective offline / online balance. (2-day
intensive.)
Why the seminar? Have you launched a major online presence (clicks)
as an expansion of an established and well-known traditional customer
delivery system (bricks)? If you are like many development executives
charged with this task, you know all to well that creating the proper
and effective balance between your bricks and clicks is no small or easy
matter. The normal way to proceed is to license your brand name to a Web-enabled
outsource vendor or to develop an e-com site using the same methods and
economic models used in your traditional channels. But both approaches
are proving ineffective in today's competitive environment, where the
cost of maintaining both bricks and clicks is increasing and customer-buying
patterns are shifting.
We
now know that the same rules and principals do not apply to bricks and
clicks. Are 500,000 or 50,000 page views a day a good thing? Does the
design of your site have an impact on how your traditional customer interacts
with your traditional store? More important, what aspects of your site
have a negative impact on customer acquisition, migration and retention
rates? The answers to these questions are sometimes counterintuitive,
and not understanding them leaves you without a meaningful development
direction for your team.
Bricks-to-clicks
migration is essentially a matter of creating the proper balance between
online and offline delivery models. The central question is one of function
allocation. In other words, what is appropriate and effective online and
what is not. There are rigorous methods you can use to address these complex
issues, and this seminar deals with the concepts and methods for creating
the proper balance between your online and offline customer delivery channels.
The following is a description of what is covered in this seminar.
Topic
1: What are the critical differences in customer behavior between the
bricks and the clicks product delivery models? This session explores
the ways in which traditional retail environments and screen-based delivery
systems differ at six critical customer touch points. The focus of the
session is on how methods of delivery impact on customer decision-making
and information-seeking behaviors and how these differences impact on
the development of your migration effort.
Topic
2: Building and testing a balanced bricks-to-clicks delivery model.
This session focuses on the design and development of function-allocation
models for determining what and when current delivery models should be
migrated to screen-based delivery. It presents examples of how such balances
can be created and the benefits and risks of using the methods. The session
ends with a presentation of a complete bricks-to-clicks migration case
study drawn from real and modeled data.
About
the seminar faculty: World-class experts drawn from leading corporate
development groups, consulting firms, and top graduate business school
faculty deliver all seminars. Each topic is supported by case studies
drawn from subject matter experts. Please refer to seminar
faculty for a description of the faculty for this seminar. Please
note: The faculty for each seminar is determined by subject matter focus
and availability. Two faculty members will deliver this seminar.
About
the material presented in this seminar: This seminar is an executive
education service of TASKZ/MauroNewMedia. We assembled the best available
subject matter, without concern for affiliation with TASKZ/MauroNewMedia.
The seminar does not explicitly promote the tools or methods of any specific
vendor or development group. It focuses on providing high-level corporate
executives with the latest customer experience research and development
for Web-based products and services.
About
who should attend: This seminar is for corporate executives with decision-making
responsibility for e-com strategy and customer experience design. It includes
disciplines such as strategic planning, marketing, financial planning
and econometric modeling, product management, content development, technology/infrastructure,
interface design, and customer support (customer relationship management
- CRM). It is also for other key decision makers who contribute to your
Web development efforts.
About
what you will take away: This session focuses the application of formal
usability science in the development of an appropriate balance between
traditional and on-line delivery channels. Those attending the seminar
will come away with an expanded understanding of the latest methods and
models that will have a direct impact on the usability, acceptability,
and productivity of their large-scale Web-based delivery systems. It is
an intensive 2-day seminar. A basic knowledge of business statistics is
helpful.
Seminar content options: This seminar is designed for maximum information
transfer and minimum travel by your executive development team. We can
deliver it at your site or at a nearby conference facility. We offer several
options for configuring the seminar to meet your specific needs.
ESS
and usability testing combination: We can combine seminars with comprehensive
usability testing of your site and at competitive sites. This option adds
significant focus to the seminar. Fees for usability testing are in addition
to fees for the seminar.
ESS
seminars on focused topics: TASKZ can formulate customized seminars
for topics of special interest to you. We base the seminars on a comprehensive
review of the research literature in combination with subject matter experts
drawn from our faculty.
ESS
seminars on industry-specific topics: TASKZ offers a wide range of
specialized industry seminars, with a focus on financial services, online
retail, and medical and health care.
ESS
executive retreats and offsites: Offsite options are available, including
executive retreats and corporate conferences.
Basic Pricing Options
Onsite/offsite
option 1 - Per-attendee pricing: This option is based on a per-person
price. Maximum of 15 attendees.
Onsite/offsite
option 2 - Large group attendance: This option allows a maximum of
40 attendees.
To
obtain detailed pricing, please click here
and let us know your contact information, phone number, and pricing options
you are interested in.
Total
time: From 5 to 6 hours per day, plus 1 hour for lunch.
Recommended schedule:
Session 1: 9:00 am to 12:00 noon.
Lunch break: 12:00 noon to 1 pm.
Session 2: 1:00 pm to 3:30 pm.
Note: 3:00-3:30 for final questions and wrap up.
Expenses:
We charge travel and related expenses in addition to the seminar fees.
Additional charges may apply, based on location and travel necessary to
reach the seminar facilities.
Recommended
facility setup: We will provide the facility requirements before we
schedule your seminars.
For
more information contact
Charles L. Mauro
President and Publisher
TASKZ/MauroNewMedia
524 Broadway 4th Floor
New York, NY 10012
Voice: 212-343-2878
Cmauro@MauroNewMedia.com
Copyright
MauroNewMedia 2002. All Rights Reserved
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