E-retail media

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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
  • 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.

  • 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


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)



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


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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