Alluvere Ecom – Advanced E-commerce Marketing Program

Module 1: E-commerce fundamentals

This module sets the stage with core e-commerce concepts that apply across all platforms. 

• E-commerce business models: Understanding the different types, including B2B, B2C, and D2C.
• Platform comparison: An overview of the key features, audience demographics, and pros and cons of selling on Amazon, Flipkart, and Myntra.
• Seller registration: A step-by-step guide to setting up and verifying seller accounts on each marketplace.
• Marketplace policies: Reviewing the essential guidelines, fees, commission structures, and prohibited practices for each platform. 

Module 2: A+ content and enhanced listings

This module focuses on maximizing conversion rates by enhancing your product descriptions and visuals. 

• Fundamentals of A+ content: The definition, benefits, and requirements for creating rich product content (also known as Enhanced Brand Content or EBC on Amazon and Myntra).
• Brand storytelling: Using images, videos, and compelling text to communicate your brand’s unique value proposition.
• Premium A+ content: Understanding the eligibility criteria and leveraging advanced features like interactive modules and video for maximum impact.

Module 3: SEO for marketplaces

Learn how to use keywords to rank higher in marketplace search results and increase organic visibility. 

• Keyword research: Tools and techniques for finding relevant search terms on Amazon, Flipkart, and Myntra.
• Listing optimization: Best practices for incorporating keywords into product titles, bullet points, and descriptions.
• Backend search terms: Leveraging hidden fields to capture additional, relevant traffic.
• Competitor analysis: Analyzing competitor listings and keywords to uncover new opportunities.
• Listing quality: Maintaining high-quality listings to improve search rank and conversion. 

Module 4: Advertising and promotion

This module covers both on-platform and off-platform strategies for driving traffic and sales. 

• Sponsored ads: Setting up and managing different types of campaigns on Amazon and Flipkart 
• Campaign optimization: Techniques for keyword targeting, bid management, and budget allocation to maximize ROI.
• Branding and store pages: Creating a professional brand store to increase brand loyalty.

Module 5: Shipping, logistics, and selling operations

Cover the practical steps of getting your products to customers efficiently and professionally.

• Fulfillment models: Understanding and implementing different options, including Fulfillment by Amazon (FBA), Flipkart Fulfillment, and self-ship.
• Returns and refunds: Handling customer returns and refunds according to marketplace policies.
• Managing account health: Monitoring performance metrics like order defect rate and late shipment rate to avoid penalties or account suspension. 

Module 6: Growth “hacks” and analytics

Explore advanced techniques and data analysis to scale your business and outsmart the competition.

• Winning the Buy Box: Strategies to increase your chances of winning the Buy Box, which is critical for sales.
• Pricing automation: Implementing dynamic pricing strategies to stay competitive.
• Sales reports and dashboards: Interpreting data from the marketplace seller dashboards to track performance and identify growth opportunities.
• Customer review strategy: Techniques for generating positive customer reviews and managing feedback effectively.
• Brand building: Establishing brand authority and loyalty through strategic marketing and excellent customer service. 

Module 7: Practical application and capstone project

• Case study analysis: Examining successful seller strategies on each platform.
• Final project: Developing a comprehensive marketplace strategy for a new product, including keyword research, listing creation, A+ Content, and a promotional plan.