Developing an e-category recommendation

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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
  • 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.

  • 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


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


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


Do you have a disability or a specific need ? Our services can help you. Your contact:


  • Depending on client requirements
  • Wheelchair access

Fee (excluding certification)

  • 950 € excl. VAT
  • 850 € excl. VAT for members of the Institut du Commerce


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
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