CATÓLICA-LISBON

This fourth industrial revolution, where there have been substantial technological leaps in a wide variety of areas, from biotechnology to quantum physics, robotics, artificial intelligence, etc., is bringing with it more changes than the other three revolutions together. We are redefining the very essence of the human experience. It is essential for people and companies to be aware of the opportunities and challenges arising from this.

More than simple devices, smartphones have now become an extension of our bodies, our companion in friendships, travels and shopping, or in the ten seconds spent waiting for the elevator. More than a window to the world, they guide the world to us, constantly adjusting our location, personality or tastes. The new consumer is more informed, more participatory and more demanding. They won't put up with irrelevant offers, delays or service breakdowns from the brands that aim to serve them. So, how can a brand remain up to date and relevant? What processes, value propositions and business models are needed to survive in the experience economy?

Smartphones have structurally changed the behavior of people and consumers. They now represent the majority of traffic and time spent online. We explore the opportunities and best practices for improving the customer experience throughout the customer journey. The result will be better conversion, engagement, NPS and business sustainability.

In this session, we will create a Shopify website: the first step is to define the optimal structure for a webpage, followed by some best practices and culminating in the use of the actual platform.

For a business to be successful in an increasingly competitive market, it must be able to stand out from its competitors by creating a superior Customer Experience. Investment in Data, Tech & Automation is crucial for achieving this goal.

E-commerce is developing quickly in order to take advantage of the new technological developments and the resulting new and vibrant ecosystem. Provided with the best customer experience practices, e-commerce platform tools, payments, logistics, recommendation engines and personalization, we will be able to speed up the growth of e-commerce, making the most of the recent changes in consumer behavior, which will persist into the new normal.

In the second session on Shopify, we will discuss website optimization topics, both in terms of SEO and the user experience, putting these into practice on the website previously built on Shopify.

There is a significant difference in the approach taken by pure players and brick-and-mortar retailers to digital marketing and customer acquisition. In this module, we will explore the differences between their organizational structures, their KPIs/objectives, their accounting approaches (commercial cost vs. marketing investment) and the type of talent/skills needed for each one of them. At the end, you will have a clear understanding of the main advantages and disadvantages of each model.

Understanding their target audience and the customer base gives businesses the power to clearly define their High Value Audiences and optimize their involvement in effective content marketing campaigns and sales strategies that focus precisely on their customers and what they are looking for, where they are and how often they shop – helping to improve customer retention and loyalty and increase general sales.

In the third practical session, we will talk about how to promote the website among the right target audience, using audience segmentation techniques and defining personalized content.

Modern e-commerce requires new tools, new campaign practices, more granular audiences and smarter, more robust and more personalized conversion funnels. Incorporating this into the design and performance of our digital assets is essential for having a less transactional and more relational interaction with customers, bearing in mind their potential Lifetime Value, bringing more relevant benefits and utility and translating into higher margins and profitability.

Para que se construa um profundo entendimento do consumidor, é fundamental a construção de um processo de recolha de dados de todas as áreas que têm impacto no negócio e usar essas informações para compreender as tendências e a mudança no comportamento dos consumidores para tomar decisões baseadas em dados que irão gerar mais vendas online.

Internationalization in the online world is now the raison d'être of the majority of the successful startups that brought disruption to entire sectors. However, it is still a difficult process for more traditional companies. Making the most of new tools, best practices and inherent ecosystems is vital in order to be able to scale businesses, accessing substantial opportunities in new markets. Making this process natural and data driven means reinforcing the competitiveness, resilience and sustainability of our companies at a time when we want to trigger a speedy economic recovery.

Team leadership in an environment that is more digital, experimental, ambiguous, diverse, remote, transparent and collaborative is a very different experience. In order to be successful in this new normal, leaders and their teams must be aware of what has changed and have new tools to deal with their challenges and improve their effectiveness and satisfaction ratings.

E-commerce is a means to an end: personalizing supply, generating consumption, serving the customer and, if possible, generating profit. The companies that use this to the best effect have their own purpose and direction, respecting their history and culture and creating value for their consumers. One size does not fit all. What works in one sector, geographic area or organization may not work in others.