A handful of Irish retailers are lucky enough to have chosen to take part in what’s being billed as ‘the boldest e-tail experiment of 2013’.

Established & operated by NDRC Inventorium, (funded by Interreg 4A) Clicktailing is an innovative programme designed to allow critical skills & knowledge to be shared between eCommerce experts & an impressive mix of 20 enthusiastic retailers who were chosen from over 100 applications for the amazing opportunity to learn how to professionally sell their wares online.

Five-week window

The concept was conceived based on insights from the Swequity programme (also run by the NDRC Inventorium) and has ambitious plans to ensure these 20 businesses are selling online within a tiny five-week window! I was fascinated by the concept & impressed with its format, and am delighted to be joining the programme as a volunteer in order to update my own skills in this fast-moving field of eCommerce marketing. I also wanted to share my thoughts with other people who might benefit - like you guys!

Last week's programme was superb – we were firstly inspired by Gerard O’Neill’s assessment of a ‘recession-proof’ business model and the sheer global (& local) appetite for Irish products. He emphasized the economic imperative for Irish businesses to capture more of the online spend, so much of which is sadly going abroad right now.

His impressive statistics & learnings were followed by equally exciting insights that Graham Merriman shared from his eCommerce work with Philips electronics. eCommerce strategies such as selling through the Amazon marketplace allowed Philips online sales to grow to over €500mn! Not to be sneezed at!


With our retailers suitably impressed, our first afternoon was then spent creating an online store using Shopify - a software solution with several Irish sites already in operation. Our Clicktailers are being supported throughout the programme with access to web designers so working together, the eCommerce websites were set up quickly that day.

The next three days of the first week of the programmed focused on developing the photography skills needed to showcase products. Every detail was explained – with a professional stylist (Eleanor Harper) and photographer (Neil Hurley) sharing tips & expertise. This was interspersed with talks from Sonya Lennon & Brendan Courtney (Lennon Courtney) & Soraya Quigley (Coze di Roze). Each shared learnings, practical advice & even more enthusiasm – essential to ensure each of our retailers understand & appreciate the sheer value of the opportunity they are being given.

The action-packed week culminated in hundreds (or maybe thousands!) of photos being captured, uploaded & edited in - ensuring our 20 retailers are poised ready to progress to the next stage in their eCommerce evolution.


With an estimated value of €10-€15k per retailer for access to this wealth of knowledge, I have no doubt the competition for any future Clicktailing programmes will be even more intense!

I for one am excited about the remaining 4 days of insights over the next 4 weeks – watch this space for further updates.

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