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Training

E-merchandising and content

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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

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
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