Operational objectives
- Know the organisation of retail clients and understand their needs
- Prepare a model based E-category recommendation
- Review the process by mastering the success factors to verbal communication
Practical information
- 2 half-days of training (7 hours)
- From 9:30am to 12:30pm and from 1:30pm to 5pm
- Face-to-face or distance learning depending on the health news
- In the premises of the Institute of Commerce based in Paris 17th or via Zoom
- Inter-company or intra-company training
- 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-category recommendation badge
For whom?
Junior or Senior Category Managers, Key Account Managers, Junior E-commerce Managers, Junior Digital Managers, Category Supply Managers, Sales Force, Marketing Managers, Store Managers or Foodtech Business Developers, who wish 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
- Identify the right operational contact points in your the E-commerce customers
- Summarise E-commerce customer needs and prioritise youractions
- Produce the elements of an E-category recommendation
- Communicate a clear E-category recommendation
Course content
Morning
The Category Process
Category Diagnosis
- What is the shopper profile?
- Category performance
- Putting it into practice
Brand Diagnosis
- Is the category over- or under-indexed?
- Are there any identified barriers to buying the category online for this brand?
- Assortment
- E-Merchandising and search
- E-retail media
- Putting it into practice
Workshop: preparing an E-category recommendation
Afternoon
Know how retail clients are organised and understand their needs
- Work on a Mapping per client
- Audit a client website
- Identify key contacts
- Know how to communicate with clients
- Retail guest speaker (e.g. from Leclerc Carrefour, Auchan, Intermarché, Cora, SU, Monoprix to understand their organisation and their E-category needs)
Know how to sell on the E-category approach
- Preparation workshop
– Training in selling on E-category in an aquarium mode
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
- Training in part-time remote and face-to-face to facilitate the organization
- 12 participants maximum
- Can be conducted in French, English or Italian – in inter- or intra-company format
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)
- 950 € excl. VAT
- 850 € 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 and Maud Ferry Wilczek. 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”.
Maud Ferry Wilczek
- Former E-commerce Director of Danone Fresh Products France
- Consultant in E-Commerce, trade, B2B contributed to the development of this module and co-leads some sessions.
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
