eTail Europe 2017

20 - 22 June, 2017

Queen Elizabeth II Conference Centre, London

+44 20.7368.9465

Online Customer Engagement

Thursday, June 22nd

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8:15 AM Breakfast & Registration

Join us bright and early as we start the day with tea, coffee and a light breakfast.

8:55 AM Welcome Remarks

Greg Ashton, Senior Director, eTail Europe

 Greg Ashton
Greg Ashton
Senior Director
eTail Europe
Greg Ashton is a Senior Director at Worldwide Business Research, a company that develops annual B2B conferences to educate, support and connect the leadership of the world's core industries. Since 2012, Greg has been passionately leading and growing WBR’s flagship brands, including eTail West, eTail Europe & Mobile Shopping. When he is not helping ...[Read More]

9:00 AM Chairperson’s Opening Remarks

9:10 AM KEYNOTE: Creativity for Performance – Managing Data, People & Processes to Turn Creativity Into Performance

Mirko Caspar, Managing Director, Mister Spex

As Managing Director of the largest online optician in  Europe, Mirko is spearheading the reinvention of the company's eCommerce experience. In a highly competitive market, Mirko is focused on discovering the initial driver for online market adoption –price, assortment or something else? Here he provides an answer to this question, as well as sharing his overall vision for the digital business over the next three years.

• Developing an overall picture of your customer as the foundation for your strategy
• Recommendations around what actions companies must take to stay ahead of future market changes triggered by emerging technologies
 Mirko Caspar
Mirko Caspar
Managing Director
Mister Spex
Mirko Caspar studied business administration at the University of Münster, where he went on to gain a PhD. The most important appointments in his career to date were as a corporate consultant at McKinsey, with a focus on marketing and strategy, as senior director for business development at the entertainment conglomerate Universal Music and managin ...[Read More]

9:35 AM CASE STUDY: From Bricks To Clicks: How To Bring Offline And Online Together Holistically

Andy Gibbs, CFO, Graze

As CEO of the disruptive FMCG brand, graze, Anthony’s mission is to use technology to make the world’s number one healthy snacking brand. Graze expanded beyond its pure play roots over a year ago selling through major retailers, and became a category leader within months of its launch. So what key components did graze take from the direct to consumer business, in order to succeed in multichannel retailing? Here Anthony shares his biggest learnings from the journey so far, and how to prioritize your technology investments to take advantage of the shift from traditional retail to eCommerce.

Sourcing and distributing accurate customer data, and getting old data systems to talk to new ones
Learning more about your customer’s needs as their engagement grows
Selecting third part technology providers that understand your long term growth goals
 Andy Gibbs
Andy Gibbs
Andy joined graze as CFO in 2012 and has overseen a period of rapid growth in the business, including graze's online launch in the US, expansion into UK and US retail channels and graze's transition to a multi-channel business. Andy currently leads graze's finance, legal and data functions.
Prior to graze, Andy spent ...[Read More]

10:00 AM KEYNOTE: How To Make A Capex Free Business Case Out Of A Universal Communications Solution

Neal Johnson, Director, IT Service and Operations, House of Fraser

With over 20 years experience in IT and business transformation, Neal is here to share the results of his latest major project- creating a universal communications solution with the replacement of WAN, LAN, WiFi, fixed telephony and mobile/data telephony at House of Fraser. Neal will explain his tried-and-tested techniques of aligning people, process and technology with business strategy and vision, and give you quick wins and short cuts that you can apply across your own company today.
 Neal Johnson
Neal Johnson
Director, IT Service and Operations
House of Fraser

10:35 AM KEYNOTE PANEL: The Roadmap To Create A Cross-Channel, Cross-Device Attribution Model

Sergio Romero Penas, Director, Marketing & Performance Analytics, Vistaprint

Richard Clark, Director, Marketing,

Stephen McCreath, Group Marketing Director, JML

Angus Hamilton, CTO, Search Laboratory

Emma Mead, Digital Director, Holland & Barrett

Cross-Device Attribution still isn't perfect, but it is critical. Right now, marketing channels are innovating faster than we can come up with ways to count them. So, as the practice of multichannel attribution attains a certain level of maturity, each of this morning’s panelists outline their view of a unified platform that manages the fluidity of budget and technology, and give you a new perspective on how to tackle attribution in 2017 and beyond:

Identifying what weight to place on each channel with an effective attribution model
Attributing offline sales to online advertising- is there a ‘correct’ method
Making accurate marketing investments across mobile, desktop, tablet and instore 

 Sergio Romero Penas
Sergio Romero Penas
Director, Marketing & Performance Analytics
Sergio Romero is currently Director of Marketing & Performance Analytics at Vistaprint, a Cimpress company, where he leads the team responsible for optimizing online and offline channel activity, and improving the efficiency of the company’s marketing budget of hundreds of millions of dollars.

He brought to Vis ...[Read More]

 Richard Clark
Richard Clark
Director, Marketing

 Stephen McCreath
Stephen McCreath
Group Marketing Director

 Angus Hamilton
Angus Hamilton
Search Laboratory
Angus is responsible for the team that develops Search Laboratory’s suite of software tools, which cover everything from PPC feed automation to data analysis and reporting. His team is continually exploring new tools and technologies such as Google BigQuery and machine learning to solve problems such as PPC bid optimisation and cross-channel attrib ...[Read More]

 Emma Mead
Emma Mead
Digital Director
Holland & Barrett

11:05 AM Morning Break

Did you enjoy this morning’s presentations and panels? Share your takeaways with fellow eTailers as we head into a light refreshment break.

Track A: Social Engagement (Whittle Room)

11:45 AM Chairperson's Opening Remarks

Track B: Retention & Loyalty (Westminster)

Chairperson's Opening Remarks

Track A: Social Engagement (Whittle Room)

11:50 AM CASE STUDY REVOLUTION: How To Get The Best Engagement From Your Customer Base

Gracia Amico, CEO, Pets Pyjamas

Studies indicate that it costs 6–7 times more to acquire a new customer than retain an existing one and a 5% increase in customer retention can increase profits by 25-95%. Yet time and again,retailers focus their digital revenue goals solely on new customer acquisition. Why? Because it’s easier to measure an anonymous, newly acquired cookie than it is to identify and track an existing customer through touch points, pain points, positive moments and moments of new product needs throughout their life cycle. Here Gracia explains the importance of highly personalised eCRM at Pets Pyjamas, and gives tactics to retain, up-sell, and increase the LTV of existing customers through:

Onboarding, advocacy and upsell
Creating a fan club and asking the truth from your customers 
 Gracia Amico
Gracia Amico
Pets Pyjamas
Gracia is the CEO of PetsPyjamas, Europe’s number one online destination for pet-friendly travel bookings, pet products, services, content and community for pet lovers. As well as continuing to grow a highly innovative and ground breaking business, PetsPyjamas have been recognised for their excellence in customer experience in this fast growin ...[Read More]

Track B: Retention & Loyalty (Westminster)

CASE STUDY REVOLUTION: Edge Out Your Competition Using Loyalty Programs

Anil Patel, Head of Digital, The Original Factory Shop

Are loyalty programs still effective in today’s on-demand marketplace? Or are they something that only major online stores can afford to launch? Anil recently launched a store card across 217 stores in less than 6weeks, and is here to answer your most pressing questions. Anil will delve into the successes and failures he encountered along the way, before turning the discussion over to the audience to set up a ‘perfect’ loyalty program:

Decide what you will reward points for
Give your program and points a name
Decide point value
Determine how many points should be rewarded
Create an explainer page
Keep your customers coming back
 Anil Patel
Anil Patel
Head of Digital
The Original Factory Shop

Track A: Social Engagement (Whittle Room)

12:15 PM Vendor Keynote

Hear about an exciting new technology from an eTail solution provider partner

Track B: Retention & Loyalty (Westminster)

CRM as a Growth Strategy

Alon Tvina, CCO, Optimove

In this session Alon Tvina, Optimove’s Chief Commercial Officer will discuss strategies and tactics to drive growth through a brand’s existing customer base. Customer marketing has the power to transform businesses and change bottom lines. Existing customers are a critical driver of every company’s success. Their loyal relationship with the brand means that they make more and larger transactions than new customers, and are responsible for a significant percentage of revenues. In an environment of extreme competition, nurturing these customers is crucial. Despite its promise and relative ease of implementation, many companies avoid or fail at executing efficient customer marketing. According to a recent study by Bain & Co, increasing your customer retention rate by just 5% can lead to an increase of 25%-90% in profit. However, four out of every five companies still lack a systematic methodology for how to best address existing customers, and fail to transform the data they have into tangible, actionable insights around which marketing activities can be structured. Getting to know your customers through predictive analytics and machine learning will enable you to improve your communications tenfold and reap the benefits of a loyal, engaged customer base for your brand. 
 Alon Tvina
Alon Tvina
Alon Tvina, Optimove’s Chief Commercial Officer and MD of EMEA, excels in building business through strategic and innovative marketing. With over a decade of experience working in cross-industry technology centric organizations, Alon now spearheads the operations at Optimove - a profitable and rapidly-growing business. Alon's passion for understand ...[Read More]

Track A: Social Engagement (Whittle Room)

12:25 PM SOCIAL PANEL REVOLUTION: The Role Of Social Media In The Customer Journey

Patrick Osborne, Head of Strategic Insight & Reporting, QVC

Amy Jackson, Digital Marketing Manager, Lipsy London

Adeola Sole, Digital Marketing Manager, Mint Velvet

Moderated By:
Oliver Prothmann
, President, BVOH

Our panelists have used successful social programs to retain customers and keep them engaged.  They’ll talk through how they’ve approached different social initiatives, how they’ve measured the success of their programs, and how you can take advantage of all that social programs have to offer. 

Setting up team infrastructure to manage social engagement programs
Measuring feedback from social channels and developing the correct KPIs 
Assessing tools to help monitor what the customer is saying about your brand 
Building earned media programs to create stories and narratives that are low cost
 Patrick Osborne
Patrick Osborne
Head of Strategic Insight & Reporting
Patrick Osborne has worked with customer data analytics for 25 years in a variety of industries and sectors, beginning in direct mail fulfilment and events organisation.  He worked on the implementation of Nectar, the first multi-retailer loyalty programme in the UK, and has also spent time in the university sector, financial services and as a mana ...[Read More]

 Amy Jackson
Amy Jackson
Digital Marketing Manager
Lipsy London
Digital marketing manager at Lipsy, managing and supporting team members across affiliate marketing, search, social media and email marketing with a particular emphasis on creative campaigns and influencer strategy.  ...[Read More]

 Adeola Sole
Adeola Sole
Digital Marketing Manager
Mint Velvet

Moderated By:

Oliver Prothmann

Track B: Retention & Loyalty (Westminster)

EMAIL PANEL REVOLUTION: Get A Greater ROI With Your Email Programs

Emma Fouracre, Senior Marketing Manager, Evans Cycles

Mark Campbell, Head of Customer Marketing, QVC

Email can be both the most personal and frequent way to be in touch with your customers, giving you a fast path to purchase. Knowing which technologies will best support your email strategies is critical. The executives on this panel have the answers to your burning questions: 

What are the key differences between different email providers to assist with getting an ROI on your programs?
How do you define success in email today?
What kinds of email messages are most successful to (1) acquire customers and (2) retain buyers?
How are you personalizing your email and what have been the results?
 Emma Fouracre
Emma Fouracre
Senior Marketing Manager
Evans Cycles
Emma is part of the senior management team at Evans Cycles and is responsible for email, social media, PR, partnerships and advertising. Her wealth of marketing experience spans the last 10 years working mainly in consumer markets including events like The National Wedding Show & The Baby Show and now her latest move into retail for Evans Cycles. E ...[Read More]

Mark Campbell
Head of Customer Marketing

12:55 PM Lunch

Its your last chance to mix, mingle and swap business cards during a delicious lunch, as the 2017 show winds down.

1:40 PM Retailer-Only Roundtables

Neil Ellul, Customer Journey Manager, Next

Jeroen Leenders, Founder & Publisher, Cross-Border Magazine

Jos Williams, Marketing Director, Bulk Powders

Mark Lilley, (Former) Head of eCommerce, Chain Reaction Cycles

1. Design Your eCommerce Experience Based On Individual Customer Preferences, Behaviors And Purchasing Power
Neil Ellul, Customer Journey Manager, Next

2. Overcoming Cross-Border And International Trade Issues
Jeroen Leenders, Founder & Publisher, Cross-Border Magazine

3. International Rollout of eCommerce
Jos Williams, Marketing Director, Bulk Powders

5. The Journey to Personalisation.
Mark Lilley, Head of eCommerce, Chain Reaction Cycles
 Neil Ellul
Neil Ellul
Customer Journey Manager

 Jeroen Leenders
Jeroen Leenders
Founder & Publisher
Cross-Border Magazine

 Jos Williams
Jos Williams
Marketing Director
Bulk Powders

 Mark Lilley
Mark Lilley
(Former) Head of eCommerce
Chain Reaction Cycles
Mark is an experienced ecommerce professional with the ability to deliver sustained online growth combining an analytical approach with strong technical knowledge and commercial awareness.

An enthusiastic leader with a hands on approach and proven track record of building and leading ecommerce and digital teams acro ...[Read More]

2:40 PM Close Of eTail Europe 2017

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