E-retail media

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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
  • 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

  • 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


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



Offer & availability

  • Good assortment, good presence, operational excellence
  • Easy to find in the shopper journey


  • online vs. offline E-merchandising,
  • search vs. digital shelf,
  • paid vs. free visibility


  • Immediate content and complementary content
  • Images
  • Operational excellence



  • E-retail media management per objective
  • Conversion tunnel
  • Activation per objective
  • E-retail media catalogues & promotion
  • Operational excellence



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


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)

  • 1900 € excl. VAT
  • 1800 € excl. VAT for members of the Institut du Commerce


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.

Success Rate
  • Success rate: 100%
  • Score given for acquired competency: 4,5/5
  • Satisfaction score: 4,5/5
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