Formation : Les fondamentaux du E-commerce- Actinco

Training

E-retail media

Operational objectives

Identify the role of the E-retail Media Manager in the company
Adapt and manage your levers in the conversion tunnel to your objectives (awareness, brand image, sales development)
Design a brief for an E-retail media agency and a creative studio

Practical information

Duration, 1, day – 7 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 RETAIL MEDIA badge

For whom?

Junior or Senior Category Managers, Key Account Managers, Junior E-commerce Managers, Junior Digital Managers, Category Managers, Supply Managers, Sales Force, Marketing Managers, Store Managers or Business Developers in Foodtech who wish to develop their skills in e-commerce.

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

Design and manage your E-retail-media communication by choosing levers adapted to your objectives for increased awareness, brand image, or sales development

Course content

Morning

Digital Marketing and E-retail media complementarity

What is E-retail media v.s Digital marketing
The conversion tunnel stages

The fundamentals of digital marketing

Owned, earned, paid, social
Introduction to levers: SEA, Email, Brand content, paid search

Mapping retail media players

Agencies, advertising agencies, service providers
Agency testimony
Choosing your organisation (agencies/internet/providers)

Afternoon

Build your activation plan: red thread/highlights

Choose an effective activation according to your objective (awareness, consideration, conversion)

Catalogue: Display at the top or bottom of the funnel (Nip Relay); Instant gaming/matching; E-coupon, Sponsoring, Audience extension
Customise according to target

Brief the agency according to your objective

Agency brief,
Creative brief

How to manage your campaign

Take away

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)

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.