Operational objectives
- Master the players, their weight and the e-commerce trends
- Prioritise channels according to opportunities and in line with the company’s strategy
- Apply the 5 “brilliant basics”
- Analyse your positioning to adapt your e-commerce strategy
Practical information
- 4 half-days of training (14 hours)
- From 9:30 to 12:30 and from 13:30 to 17:00
- Face-to-face or distance learning
- In the premises of the Institut du Commerce based in Paris, XVII or via Zoom/Teams
- Open enrolment or Custom training programme
- In groups of 5 to 12 participants
- Available in French, English, Italian
Certificate
- Part of the “Develop your E-category manager skills” ACTINCO certification course
- Module available outside the certification course
- Allows you to obtain the E-fundamentals badge
For whom?
Junior or Senior Category Managers, Key Account Managers, Junior E-commerce Managers, Junior Digital Managers, Category Managers, Supply Managers, Sales Force Managers, Marketing Managers, Store Managers or Foodtech Business Developers, who want to develop their e-commerce skills
Prerequisite
- Have some experience in the retail industry, a pure player or a consumer product company.
- Preliminary interview
- Positioning Quiz (for ACTINCO certification applicants)
Targeted competencies
- Master the E-commerce Jargon
- List the players and their influence
- Identify the levers to develop your turnover on E-commerce websites
Course content
Morning
The fundamentals of E-Commerce and its importance in the business
- Overview of E-commerce, channels and evolution, brands
- E-commerce and maturity levels
- E-commerce Equation framework
- The 5 Brilliant Basics
Afternoon
Offer & availability
- Good assortment, good presence, operational excellence
- Easy to find in the shopper journey
E-merchandising
- online vs. offline E-merchandising,
- search vs. digital shelf,
- paid vs. free visibility
Content
- Immediate content and complementary content
- Images
- Operational excellence
Morning
Activation
- E-retail media management per objective
- Conversion tunnel
- Activation per objective
- E-retail media catalogues & promotion
- Operational excellence
Afternoon
Glossary and main E-commerce KPIs to know
Managing the relationship with the distributor
- E-shopper knowledge
- Sharing of best practices
Teaching approach
- Operational training focused on the acquisition of tools and methods directly used in cases brought by participants or the speaker
- This alternation of theory and practice facilitates the acquisition of skills in the participant’s professional context
- The acquired skills are used in the form of tool sheets with recommendations for an operational transfer, that can be directly used in the company
- Exchanges with other professionals allow participants to discuss the situations they have encountered and compare the views of peers
The advantages of this training
- Training based on the E-Category management toolbox of the Institut du Commerce and validated by the members of the E-Commerce Working Group
- Facilitated by experts in the e-retail sector
- Remote and/or face to face training
- Maximum 12 participants
- Can be conducted in French, English or Italian – open enrolment or custom programme
Monitoring and evaluation method
Follow-up and validation method:
- Attendance sheet per half day training
- Certificate of attendance
- Badge delivery
Evaluation method:
- Evaluation throughout the training
- Quiz and self-evaluation at the end of the training
- Questionnaire of satisfaction at the end of the training
Plan your training
Accessibility
Do you have a disability or a specific need ? Our services can help you. Your contact: Francoise.acca@actin-co.com
Location
- Depending on client requirements
- Wheelchair access
Fee (excluding certification)
- 1900 € excl. VAT
- 1800 € excl. VAT for members of the Institut du Commerce
Registration
- https://bit.ly/IDC-Formation
- For Custom programmes : 3 months are required to start the programme once the request is confirmed
- francoise.acca@institutducommerce.org
- +33 6 27 79 71 66
Your speaker for this module
This training is led by Françoise Acca. Its content has been co-designed with experts in E-commerce.
- Director of ACTINCO, certified training organisation, creator of the E-commerce® Masterminds
- Consultant at the Institut du Commerce (ECR France) since 2011, she leads the « E-commerce », « Convenience store », « E-retail media » and « Data model » work groups.
- Lecturer of Retail Management at Edhec.
- More than 15 years of experience in Retail Marketing at Carrefour and 10 years in E-commerce.
- Contributor to the publications “Category Management Yesterday, Today, Tomorrow 2020” and “Boîte à outils études et Diagnostic Catégoriel 2013”.
Contributing members of the Institut du Commerce E-commerce work group includes: Pepsico, Intermarché, Leclerc, Heineken, Danone, Ferrero, Dataimpact, datagram and Publicis.
Success Rate
- Success rate: 100%
- Score given for acquired competency: 4,5/5
- Satisfaction score: 4,5/5
