Acquire and retain online customers

This unit describes the performance outcomes, skills and knowledge required by a retail or wholesale business to enhance customer sales and relationships through adoption of an online strategy.


This unit applies to team members who perform market analysis and establish data collection and processing tools to determine current and future online service and sales strategies for maximising sales and service delivery and online customer retention.



Elements and Performance Criteria


Performance Criteria

Elements describe the essential outcomes of a unit of competency.

Performance criteria describe the performance needed to demonstrate achievement of the element. Where bold italicised text is used, further information is detailed in the required skills and knowledge section and the range statement. Assessment of performance is to be consistent with the evidence guide.

1. Develop an electronic sales strategy.

1.1.Determine online sales strategy.

1.2.Confirm performance indicators for online sales strategy.

1.3.Set online sales budget.

1.4.Establish mechanisms to collate and report online sales data.

1.5.Maximise conversion of customer contact into improved sales through an online sales strategy.

2. Develop an electronic service strategy.

2.1.Establish impact of online service strategy on market share.

2.2.Assess impact of service strategy on suppliers.

2.3.Assess appropriateness of the existing product and service profile and range as part of the online service strategy.

2.4.Determine means to acquire customers online.

2.5.Determine means to improve retention of online customers.

2.6.Establish revenue benefits of an online service strategy.

2.7.Determine means to use information and communication technologies to improve customer satisfaction.

3. Optimise retail web presence.

3.1.Integrate sales and service strategies.

3.2.Confirm customer segments.

3.3.Determine personal preferences and needs of customers within market segment on an ongoing basis.

3.4.Establish pricing rules for online products and services.

3.5.Ensure web presence attracts target customers.

3.6.Construct web presence and systems to permit customer preferences and needs to be determined in an ongoing manner.

4. Build relationships with online customers.

4.1.Analyse customer relationship management systems and models.

4.2.Manage online relationships to retain customers.

4.3.Manage sales and service strategies to reinforce relationships with online customers.

4.4.Collect diagnostic data to support the delivery of services to meet customer behaviours and expectations.

4.5.Share strategic data on customer behaviour with vendors and web designers.

4.6.Optimise loyalty of 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 Training Package.

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:



products and services


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

third-party reports from a supervisor

customer feedback

written or verbal questioning to assess knowledge and understanding

review of portfolios of evidence and third-party workplace reports of on-the-job 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:






Arrangements with suppliers may relate to:

commercial enterprises

public agencies or organisations


community and not-for-profit organisations


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





electronic data interchange (EDI).

Web presence may include:



web search and access relationships

referring links


Diagnostic data may be:



Strategic data may include:

response times




customer demographics

customer confidence

customer expectations.



Competency Field


Employability Skills

This unit contains employability skills.

Licensing Information

No licensing, legislative, regulatory or certification requirements apply to this unit at the time of endorsement.