Operational objectives
- Master the constraints of retailers, learn to detect anomalies
- Implement techniques to make products visible on E-retailers’ web sites (Product image, VOD, Hero images, MRHI)
- Know the product information needed to organise the product information flow
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 E-Merchandising badge
For whom?
Junior or Senior Category Managers, Key Account Managers, Junior E-commerce Managers, Junior Digital Managers, Category Managers, Sales Assistants, Marketing Managers, Store Managers or Foodtech Business Developers Who Wish To Develop Their E-commerce Skills, Marketing And Communication Managers or Sales Managers In Smes, Service Providers.
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
- Identify retailes’ product information needs.
- Transfer the right information to retailers, while respecting their standards and constraints.
- Identify the useful contacts to enable the implementation of a product information flow.
Course content
Morning
The challenge of missing product information
- Shopper mission on different E-retailers websites (case study)
- Anomaly discussion and identification. The need for additional information
- Tool sheet 1 to complete: useful product information for shoppers
- Summary: SEO action
Implementing the basics with excellence
- MRHI image
- Bullet points & product information
- SEO optimisation
- Flow and E-catalogue organisation
Afternoon
To go further
- What is an enriched content?
- When and how to implement enriched content
- Which agencies can help you and how to select them?
What is your internal organisation?
- Bread & earnings
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)
- 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 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
