Formation : Les fondamentaux du E-commerce- Actinco

Training

E-retail media

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

Day 1

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

Day 2

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.