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Elements and Performance Criteria

  1. Develop an electronic sales strategy.
  2. Develop an electronic service strategy.
  3. Optimise retail web presence.
  4. Build relationships with online customers.

Required Skills

This section describes the essential skills and knowledge and their level required for this unit

Required skills

analytical skills to

determine online customer preferences and needs

seek out value adding opportunities

identify special events and anticipating customer demands

planning and management skills to

benchmark the positioning of major competitors for online sales and services

establish systems to measure the ability of online strategies to meet specific customer requests and preferences

implement joint online sales and service plans with business partners

develop online sales and service reports

provide recommendations for improving online sales and service

literacy and numeracy skills to

interpret diagnostic and strategic marketing data

generate reports

Required knowledge

customer relationship management systems

data collection and processing technologies techniques and tools

means to share data with suppliers and business partners according to legal provisions and business policies

impact of sales and service systems on operational cost efficiencies

impact of online customer retention and retrieval strategies on revenue

analysis and reporting requirements for a range of online customer sales and service strategies

strategies that reinforce online service relationships

business policy and procedures that can hinder capacity of online systems to meet customer preferences

relevant privacy world wide web standards commercial law and legislation

Evidence Required

The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria required skills and knowledge the range statement and the Assessment Guidelines for this TrainingPackage

Critical aspects for assessment and evidence required to demonstrate competency in this unit

Evidence of the following is essential

sales and service targets are set according to all factors affecting online markets and product or service delivery

online market share is determined and maximised through implementation of agreed strategy

accurate and careful research on the basis for online positioning

analysis of the impact of web presence on business relationships

online sales and service strategy designed to maximise customer retention and brand loyalty

online customers preferences are identified

establishes data collection and processing tools and techniques than can determine current and future online service and sales strategies

Context of and specific resources for assessment

Assessment must ensure access to

a real or simulated work environment

relevant documentation such as

business and marketing plans

industry codes of practice

information and performance data on existing business model and IT infrastructure

information on

markets

competitors

products and services

suppliers

new technology

Methods of assessment

A range of assessment methods should be used to assess practical skills and knowledge The following examples are appropriate for this unit

observation of performance in the workplace

a role play

a research report

thirdparty reports from a supervisor

customer feedback

written or verbal questioning to assess knowledge and understanding

review of portfolios of evidence and thirdparty workplace reports of onthejob performance

Guidance information for assessment

Holistic assessment with other units relevant to the industry sector workplace and job role is recommended


Range Statement

The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.

Sales strategy may vary according to:

product or service range

marketing focus

target market

duration of campaign

business policy and procedures in regard to selling products and services

form of web presence and level of e-commerce readiness

current and emerging applications and technology

territory coverage

industry codes of practice

market position

planning cycles and timing

cost and price analysis.

Mechanisms to collate and report online sales data may include:

online traffic monitors

online customer registration

inventory tracking

online customer account management.

Customer contact may occur via:

email

post

newsletters

telephone

face-to-face.

Arrangements with suppliers may relate to:

commercial enterprises

public agencies or organisations

governments

community and not-for-profit organisations

internal

delivery of products

provision of services

maintenance and support agreements

leasing agreements and consultancies

research and development.

Customers may include:

new or repeat contacts

internal and external contacts

customers with routine or special requests

people from a range of social, cultural and ethnic backgrounds and with varying physical and mental abilities

business customers or individuals

domestic or international customers.

Means to retain or acquire online customers may include consideration of:

retention campaigns and programs

resource planning

sales strategies

pricing strategies

promotion and distribution strategies

retention and loyalty programs

web search and access relationships

competitor activities

online customer preferences and buying behaviours.

Information and communication technologies may include:

personal computers or terminals (stand-alone or networked)

scanning equipment

bar coding equipment

point-of-sale terminals

hand-held equipment

software, including:

word processing

databases

spreadsheets

financial

inventory

electronic data interchange (EDI).

Web presence may include:

website

advertising

web search and access relationships

referring links

email.

Diagnostic data may be:

qualitative

quantitative.

Strategic data may include:

response times

scalability

traffic

security

customer demographics

customer confidence

customer expectations.