Plan expansion of unified digital and physical retail into new segments or markets deliberately.
Building Strategies to Merge the Digital and Physical Shopping Experience
An applied course in unified digital and physical retail built around the decisions practitioners actually face.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in unified digital and physical retail is imperfect; that is not a reason to stop measuring it. Discounting solves a problem in physical retail today and creates a larger one next quarter. The outcome is a practitioner who can hold a position on the marketing and commercial practice capability and revise it on evidence. The material serves both public bodies and commercial organisations dealing with unified digital and physical retail. It treats this part of marketing and commercial practice as an operating discipline and equips participants to run it as one. Progress on physical retail is usually lost in the gap between approval and execution. Each session closes with a decision the participant must justify about unified digital and physical retail in their own setting. Practitioner evidence points the same way: physical retail improves fastest where responsibility for it is named and owned. The closing exercise tests whether the participant's plan for the practice within marketing and commercial practice survives a hostile question.
Expected Learning Outcomes
Design the retention and win-back approach for physical retail.
Choose channels for unified digital and physical retail on evidence of where the audience decides.
Adapt recognised practice on physical retail to local constraints without hollowing it out.
Estimate what unified digital and physical retail costs to run properly, and what is lost when it is not.
Structure records of physical retail so that they answer the questions an auditor will actually ask.
Design the customer journey for unified digital and physical retail across the touchpoints that actually influence the decision.
Who Should Attend
Digital marketing specialists executing unified digital and physical retail.
Founders and owner-managers running physical retail personally.
Specialists advising senior management on unified digital and physical retail.
Account managers responsible for retention within physical retail.
Analysts producing the data on which decisions about unified digital and physical retail rest.
Brand and communications specialists shaping physical retail.
Course Modules
Unified digital and physical retail: audience definition and segmentation
2 sessions · 8 pointsSession 1Making unified digital and physical retail work when resources are constrained
- Describe the buyer for unified digital and physical retail specifically enough to name who is excluded.
- Build the content that answers the buyer's real question about physical retail.
- Set escalation thresholds for unified digital and physical retail that work out of hours.
- Compare cost of acquisition against value in physical retail.
Session 2Closing out physical retail and capturing what was learned
- Set objectives for unified digital and physical retail in revenue terms with a timeframe.
- Write the positioning claim for physical retail and test whether a competitor could say it too.
- Collect evidence on the present handling of unified digital and physical retail before proposing changes.
- Rank the weaknesses in physical retail by consequence rather than by ease of fixing.
Physical retail: objection handling and negotiation
2 sessions · 8 pointsSession 1Choosing channels for physical retail on evidence
- Review whether short-term tactics on unified digital and physical retail are damaging the brand.
- Confirm that those complying with physical retail understand why it exists.
- Agree the attribution model for unified digital and physical retail and state its known limits.
- Select channels for physical retail based on evidence, then cut the rest.
Session 2Keeping customers acquired through physical retail
- Compare the cost of unified digital and physical retail with the cost of its absence.
- Measure lifetime value from physical retail, not just first purchase.
- Set the discount authority for unified digital and physical retail and require justification.
- Record the rationale for each significant choice made about physical retail.
Physical retail: channels, content and creative
2 sessions · 8 pointsSession 1Testing the message on physical retail before spending
- Test creative for unified digital and physical retail at small scale before full commitment.
- Agree the smallest change to physical retail that would be visibly useful.
- Write down the assumptions underpinning the approach to unified digital and physical retail.
- Define acceptance criteria for physical retail in advance.
Session 2Defining the audience for unified digital and physical retail narrowly enough to matter
- Estimate the resource unified digital and physical retail requires to run as designed.
- Name a single owner for each element of physical retail.
- Choose the next segment for unified digital and physical retail and state why it is next.
- Build the competence framework that supports physical retail.
Physical retail: pricing, value and discount control
2 sessions · 8 pointsSession 1Testing physical retail before relying on it
- Set out the decisions in unified digital and physical retail that require sign-off and by whom.
- Build the report on physical retail that answers whether to spend more or less.
- Define the handover point between marketing and sales in unified digital and physical retail.
- Script the three most common objections in physical retail and the responses.
Session 2Measuring physical retail when attribution is imperfect
- Agree the indicators that will show whether unified digital and physical retail is improving.
- Draft the minimum viable go-to-market plan for physical retail.
- Define qualification criteria that disqualify quickly in unified digital and physical retail.
- Test the procedure for physical retail against a realistic scenario.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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