Operational objectives
- Master the stages of the shopper journey and their importance for purchasing decisions
- Develop an e-merchandising strategy by structuring the product catalogue with the right tree structure and facilitating navigation comfort via search
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-Merchandising 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
- Evaluate the navigation path (time and steps to find the category/product)
- Evaluate product availability
- Audit search to ensure product visibility
- Optimize the e-content
- Elaborate a strategic recommendation with optimisation proposal and prioritisation
Course content
Morning
The different channels and shopper expectations
The shopper’s journey in the E-commerce website
The importance of E-merchandising to develop online sales (E-commerce equation)
Distribution of roles between retailers and brands
Afternoon
Main shopper entry keys
How to optimise the tree structure and search results (search)
Improving visibility on the shelf (organic)
Morning
Develop a best-in-class content fundamentals (image & wording)
Ways to propose enriched content (secondary images, recipe, reviews …)
Afternoon
Strengthen your visibility with e-retail
Indicators to monitor your online visibility
Module Assessment
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)
- 1900 € excl. VAT
- 1700 € 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 AnaÏde Casi. 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”.
AnaÏde Casi
Former E-commerce manager of Mars PetFood participated in the development of this module
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
