eTail Europe 2020

23 - 24 June, 2020

Queen Elizabeth II Conference Centre, London

Day Two: Digital Innovations That Drive Growth

8:00 am - 8:35 am Breakfast & Registration

8:35 am - 8:40 am Welcome Remarks

8:40 am - 8:55 am Chairperson’s Opening Remarks

8:55 am - 9:15 am Keynote Retail Fireside Chat

Our opening keynote interview will look at a transformative retail brand that is driving digital innovation.

9:15 am - 9:40 am Keynote: Fashionable AI And Ml: A Practitioner's View On Data-Driven Marketing

In his newly created role, KK is responsible for defining the data vision and strategy at Farfetch. This keynote presentation gives an overview of the use of cutting edge data-tools, including Artificial Intelligence, Machine Learning and Analytics to drive Marketing for B2C retail organizations. KK will provide a practitioner’s perspective on what works to build an innovative, agile yet cost-effective technology and culture, creating maximum impact for the business.

Kshitij Kumar, Chief Data Officer at Farfetch

Kshitij Kumar

Chief Data Officer
Farfetch

9:40 am - 10:05 am Keynote Panel Discussion: Retail Disruptors: Preparing Your Business For The Future

In her newly created role of COO at Made.com, Nicola is charged with helping to identify growth opportunities (she is the former Global Customer Development Director at Asos). As a keynote panelist, Nicola will talk through these types of opportunities for your retail business, how customer expectations and CX is evolving, as well as the latest trends and disruptions that you should be prepared for. Joining her is Simon Calvert, as the first MD at Menkind Retail, the Marketing Director of Wiggle and the Head of Retail at Criteo. Leave with insight and practical applications to bring your retail business into the future after hearing from our dynamic panelists. 

  • Understanding that retail is evolving into an interconnected community 
  • Creating new opportunities for you to grow your businesses
  • Bringing in initiatives such as sustainability efforts and keeping those efforts customer-facing 
  • Looking at how bricks v. clicks will evolve
  • Monitoring how influencers are replacing retailers as the place (or person) to buy from 
  • Learning how independent retailers have been gaining traction through social media
  • Understanding the consumer behavior of Gen Z and how that can impact long term strategies for retail 
  • Outlining the key disruptors and keeping pace

Nicola Thompson

COO
Made.com

Simon Calvert, Managing Director at Menkind Retail Limited

Simon Calvert

Managing Director
Menkind Retail Limited

Geoff Bull, Marketing Director at Wiggle

Geoff Bull

Marketing Director
Wiggle

Marc O'Fathaigh, Head of Retail at Criteo

Marc O'Fathaigh

Head of Retail
Criteo

10:05 am - 10:55 am Morning Refreshment Break In The Expo Hall

10:55 am - 11:20 am Keynote: Moving Your Retail Business Priority From eCommerce To Digital

Many retail businesses are looking to expand their eCommerce site performance to a broader omnichannel digital capability in a cash constrained environment. This keynote will look at how you can efficiently prioritise and evolve your capabilities to respond to customer demand and differentiate yourself from the competition. Key learnings include:

  • How to align your digital strategy to your business strengths
  • Organise for pace and agility and prioritise based on value
  • Ensure technology change is delivered and embraced by the business
Simon Pakenham-Walsh, Digital and Technology Director at Arcadia

Simon Pakenham-Walsh

Digital and Technology Director
Arcadia

11:20 am - 11:40 am Keynote: State Of Commerce Experience

Based on results from an extensive study with Forrester & Bloomreach, Brian shares a unique insight into the current state of B2B & B2C commerce.

Brian Walker, Chief Strategy Officer at Bloomreach

Brian Walker

Chief Strategy Officer
Bloomreach

11:40 am - 12:05 pm Keynote Fireside Chat: Why You Shouldn’t Hire a “Data-Driven” Marketer

A data point alone can never be the answer. Marketers need to get back to the heart of understanding the customer and anticipating their needs: how do you create need for something that has no data (because it doesn’t exist yet) or too much data? Data is a tool, not marketing.

Agnes Hjelmer, CEO at KF Beauty

Agnes Hjelmer

CEO
KF Beauty

12:05 pm - 12:25 pm Keynote Executive Presentation

Hear the latest in eCommerce innovation from the CTO & COO of Credorax.

Moshe Selfin, COO & CTO at Credorax

Moshe Selfin

COO & CTO
Credorax

Customer expectations around omnichannel experiences are changing rapidly. How do you keep pace? Our keynote panelists from some of the largest and specialized omnichannel retailers outline their view of the future of omnichannel - and how to ensure you’re ready for it.

  • Integrating offline events and offline experiences with your digital channels
  • Building out first party data from these new touchpoints to build customer communities and engagement 
  • Ensuring your teams are aligned internally
Louisa Nicholls, Partner & Senior Manager, Digital Trade and Trade Marketing at John Lewis

Louisa Nicholls

Partner & Senior Manager, Digital Trade and Trade Marketing
John Lewis

Joey Moore, Head of Product Strategy & Evangelism at Episerver

Joey Moore

Head of Product Strategy & Evangelism
Episerver

Marianna Santanas, Global Digital Sales Director at Eton Shirts

Marianna Santanas

Global Digital Sales Director
Eton Shirts

James Leech

Head of Digital Product
Sainsbury's

12:50 pm - 1:10 pm Keynote: From Marketplaces To Bricks And Mortar: The New Omnichannel Consumer Journey

There’s no ‘one-size-fits-all’ in automotive – everyone approaches car buying differently, meaning consumers demand more flexibility from the industry to go on the journey that’s right for them. This requires a seamless integration between the online and offline world, and between the many different players in the industry – be it manufacturers, retailers or marketplaces. In this

session. we will:

  • Take you through the actual consumer journey and what touchpoints they might choose through their cross-channel decision making process through to the actual purchase
  • Review the role of marketplaces and how they can be one of the most valuable partners in an omnichannel strategy
  • Look at the growing trend of “webrooming” and how this is creating unseen leads to offline purchases
  • How to digitally evolve a traditional retail model, such as automotive, through deploying an omnichannel sales and marketing strategy that saves, rather than adds, new cost
Ian Plummer, Commercial Director at Auto Trader UK

Ian Plummer

Commercial Director
Auto Trader UK

11:40 am - 1:10 pm Invitation-Only Think Tank

This closed door workshop session, led by a technology expert let’s you chat with other retailers who share your pain points.

1:10 pm - 2:10 pm Lunch For All Attendees

1:10 pm - 2:10 pm Private Lunch Hosted By Selligent

1:10 pm - 2:10 pm Private Lunch Hosted By Conversant

Tracks

Track A: Emerging Tech, Growth Strategies & Digital Innovation

2:10 pm - 2:20 pm Chairperson’s Opening Remarks

Track A: Emerging Tech, Growth Strategies & Digital Innovation

2:20 pm - 2:45 pm Building Effective Teams: Your Strategic Advantage And Best Long Range Opportunity For Grow

Throughout our lifetimes lots have changed and the pace of change is getting faster, programming languages and technologies have died new one's have been born, methods and processes have evolved but the one constant has been people and how they interact with each other and the environment around them. It feels that with growing awareness of organisational psychology, agile coaching, design thinking and the increasing competitiveness for talent the subject of 'people' is moving outside of the remit of HR and becoming an essential skill for any leader wishing to be successful. Learn how to do this during an enlightening session revolving around your best asset – your team.

  • Team dynamics & creating a balanced team
  • Understanding your ecosystem and how to drive change 
  • Personal growth Vs business growth when one is faster than the other
  • Empowering teams, Leadership styles, direction & how you know it’s working 
Neil Roberts, Product Director at Moo

Neil Roberts

Product Director
Moo

Track A: Emerging Tech, Growth Strategies & Digital Innovation

2:45 pm - 2:55 pm Innovation Spotlight

Hear the latest in eCommerce and omnichannel innovation from a technology leader.

Track A: Emerging Tech, Growth Strategies & Digital Innovation

2:55 pm - 3:05 pm Innovation Spotlight

Hear the latest in eCommerce and omnichannel innovation from a technology leader.

Track A: Emerging Tech, Growth Strategies & Digital Innovation

3:05 pm - 3:30 pm Lightning Round Panel Discussion: Defining The Digital Advertising Mix Of the Future: Getting Found By Your Customers

Understanding how your channels are working together is critical to figuring out the optimal digital advertising mix. Our panelists delve into digital advertising best practices, focusing on customer acquisition.

  • Measuring the success of your online media mix
  • Ensuring the success of channels outside of PPC (especially as those costs are increasing) 
  • Identifying how to allocate digital marketing dollars effectively 
  • Rethinking the use of traditional and newer online media to grow the top of your funnel 
  • Re-establishing new KPIs 
  • Applying different platforms as customers move through the funnel (from discovery/research, to consideration, then purchase) as media costs are rising

Sophie Parfitt

Head of Media & Content
AO.com

Abhimanyu Shekhawat, Director Loyalty & Partnerships at Flipkart

Abhimanyu Shekhawat

Director Loyalty & Partnerships
Flipkart

Jane Tran, Head of Paid Media (Northern Europe & APAC) at RS Components

Jane Tran

Head of Paid Media (Northern Europe & APAC)
RS Components

Track B: Data, Analytics And Attribution

2:10 pm - 2:20 pm Chairperson’s Opening Remarks

Track B: Data, Analytics And Attribution

2:20 pm - 2:45 pm Guest Speaker Case Study Remix: Formula 1's Secret To Winning The Analytics Race

Get a unique glimpse into the story of Formula 1® to harness data science and business analytics since the takeover of the company by Liberty Media. You’ll get an understanding of how F1’s recent change in strategy in the past few years is impacting its business model. Discover F1’s Data Analytics & Insights Strategy with a detailed look at real life analytics case studies.

Max Metral, Senior Analytics Manager at Formula 1

Max Metral

Senior Analytics Manager
Formula 1

Track B: Data, Analytics And Attribution

2:45 pm - 3:05 pm Executive Presentation

Hear the latest in eCommerce innovation from Ben Collier at Epsilon

Track B: Data, Analytics And Attribution

3:05 pm - 3:30 pm Panel Discussion: Shaping Effective Customer Experiences Based On Customer Insights

The foundation to creating great customer experiences is built on customer insights and data. During this interactive panel, you’ll hear examples and success stories, focusing on helping you to shape revenue driving customer experiences. 

  • Listening and adapting to customers as to how, when and where customer want to buy 
  • Creating contextual content for the customer to facilitate a path to purchase 
  • Assessing technology to advance customer services and personalized product recommendations 
  • Recognizing the online customer in the control and to make the point of sale a point of experience
Amitabh Apte, Global Director - Digital, Data & Analytics at Mars

Amitabh Apte

Global Director - Digital, Data & Analytics
Mars

Rui Francisco

Director of eCommerce
PepsiCo

Desi Reuben-Sealey

Senior UX/UI Manager
Debenhams

Rob Sharland, VP of Partnerships at Audiens

Rob Sharland

VP of Partnerships
Audiens

Track C: Customer Engagement, CX & Personalization

2:10 pm - 2:20 pm Chairperson’s Opening Remarks

Track C: Customer Engagement, CX & Personalization

2:20 pm - 2:45 pm Fireside Chat: Luxury eCommerce Strategies: Growing A Best In Class Luxury Brand Online

Luxury retail has changed dramatically since Farfetch launched in 2018. With a mission to create a single luxury fashion marketplace, it has seen tremendous growth over the last several years and continues to disrupt the industry.


Kerem Atasoy, Commercial Director at Farfetch will discuss some of the challenges they face as a luxury fashion powerhouse in the world of online shopping, and how to work through those challenges during this interview styled session.

  • Finding third parties and technology partners who understand the nuances of luxury online marketing
  • Understanding the entire user experience and customer journey and ensuring you have the back-end infrastructure to support optimized experience 
  • Prioritizing elements of your online experience (content, etc.)
  • Managing wholesaler relationships effectively
  • Getting a benchmark for the optimal luxury user experience 
  • Identifying which channels and platforms you will get an ROI from (social media platforms, etc.)
Kerem Atasoy, Commercial Director, Black & White at Farfetch

Kerem Atasoy

Commercial Director, Black & White
Farfetch

Track C: Customer Engagement, CX & Personalization

2:45 pm - 2:55 pm Innovation Spotlight

Hear the latest in eCommerce and omnichannel innovation from a technology leader.

Track C: Customer Engagement, CX & Personalization

2:55 pm - 3:05 pm Innovation Spotlight

Hear the latest in eCommerce and omnichannel innovation from a technology leader.

Track C: Customer Engagement, CX & Personalization

3:05 pm - 3:30 pm Checklist Panel Discussion: Developing A 1:1 Relationship With Your Customers: A Blueprint For Personalisation

Personalisation is top of mind for all retailers today. This group panel talks through the creation and execution of an effective personalized customer strategy, detailing how to drive engagement today.

  • Getting to a point where you aren’t just profiling and segmenting customers but developing a true 1:1 relationship
  • Obtaining customer data to understand preference differences within the same grouping or segment
  • Constantly refining that personalisation 
  • Using tools to identify customer behaviors to offer personalized recommendations and experiences
  • Using third party tools to ensure you are delivering the right marketing messages at the right customer touchpoint

Bart Denolf

CEO, Franchise
Sacoor Brothers

Rossen Roussev, Director, Digital Architecture, Global eCommerce at Pandora

Rossen Roussev

Director, Digital Architecture, Global eCommerce
Pandora

Emilie Maunoury, Digital, Ecommerce & CRM Director at Clarins

Emilie Maunoury

Digital, Ecommerce & CRM Director
Clarins

Interactive Retailer-Only Roundtables

2:10 pm - 2:45 pm Table #1: Omnichannel Best Practices

Each of our retailer roundtables has a host to facilitate an in depth discussion around a specific topic. Meet and network with peers who can give you different perspectives and who share similar interests. This roundtable is focused on omnichannel best practices.

James Leech

Head of Digital Product
Sainsbury's

Interactive Retailer-Only Roundtables

2:45 pm - 3:30 pm Table #2: CX Optimization Best Practices

Hosted By: Jennifer North, Head of Digital Experience, Hobbycraft


Each of our retailer roundtables has a host to facilitate an in depth discussion around a specific topic. Meet and network with peers who can give you different perspectives and who share similar interests. This roundtable is focused on CX best practices.


Jennifer North, Head of Digital Experience at Hobbycraft

Jennifer North

Head of Digital Experience
Hobbycraft

3:30 pm - 4:15 pm Afternoon Refreshment Break & Networking in the Expo Hall

3:30 pm - 4:30 pm Invitation Only Tasting

3:30 pm - 4:30 pm Invitation Only Tasting

Track A: Emerging Tech, Growth Strategies & Digital Innovation

4:15 pm - 4:40 pm Case Study Remix: The Freedom of Headless eCommerce Infrastructure: Rearchitecting Your Site

If your customers’ adoption of technology is outpacing your ability to deliver then either get fit for the future or be confined to history. Learn what Headless Commerce is and how it can deliver speed of change to omni commerce tech in ecommerce, retail and our smart homes. Move your organisation from technology blocking change to technology enabling change at speed.  

Rob Watson, Head of eCommerce at Hotter

Rob Watson

Head of eCommerce
Hotter

Track A: Emerging Tech, Growth Strategies & Digital Innovation

4:40 pm - 4:55 pm Micro Presentation

Hear the latest in eCommerce and omnichannel innovation from a technology leader.

Track A: Emerging Tech, Growth Strategies & Digital Innovation

4:55 pm - 5:25 pm Panel Discussion Remix: Identifying The Right Tools And Technology To Support An Efficient Retention Strategy

As companies continue to focus on acquisition, it is equally important (if not more so) to ensure your retention strategies are working effectively. This session takes a close look at customer retention and engagement, and how it fits into your overall marketing strategy.

  • Integrating the right technology and understanding what’s essential
  • Demystifying the differences between CDP v. CRM platforms
  • Harmonizing all of your technology
  • Figuring out how consolidation of retention technology can impact your strategy
  • Measuring the uplift and getting
  • Internal buy-in around retention technology
Geoff Bull, Marketing Director at Wiggle

Geoff Bull

Marketing Director
Wiggle

Track B: Data, Analytics And Attribution

4:15 pm - 4:40 pm Transforming A Legacy Retailer Into A Truly Data-Driven Business

Data is foundational to shaping customer experiences that truly resonate. Jennifer delves into how the Body Shop is evolving into a data-driven company - what challenges remain, now they are working through them and tactics for you to take back to the office.

  • Using technology to take advantage of the wealth of data and processing power that is available today
  • Reclaiming the ability for your teams to focus on decision making and running a leaner, smarter organization v. wading through tons of data 
  • Getting the right combination of culture, process and tools to become more data driven with your decision making 
  • Use the right tech to help make informed data decisions (bringing in automation, ML and AI)
  • Increasing your ability to process data and visualize the use of customer data 
  • Using tools, technology and data science to identify your biggest problem areas first and deal with complex data sets

Jennifer Rice

Global Director of Customer Strategy & Analytics
The Body Shop

Track B: Data, Analytics And Attribution

4:40 pm - 4:55 pm Micro Presentation

Hear the latest in eCommerce and omnichannel innovation from a technology leader.

Track B: Data, Analytics And Attribution

4:55 pm - 5:25 pm Mars’ Consumer Data Consolidation Journey For Growth Marketing And Improved Compliance

Mars’ digital assets where consumer interacts with us, have been developed and grown organically. This has resulted in fragmented consumer data, leading to suboptimal value generation. Several regulations are in the pipeline around the globe in consumer data space, beyond GDRP & CCPA, which means a global organisation such as Mars needs a scalable, easy to adapt consumer data platform to easily comply with this ever changing, increasingly challenging landscape. In this session, you will hear about Mars’ approach to:

  • Design of ‘consumer data platform’ with ‘consumer 360’ at its heart
  • Hyper personalised digital experience for consumer
  • Significantly improved growth marketing, no more ‘spray & pray’
  • Data driven decision making via big data analytics & machine learning
Danus Chidambaram, Head of Digital Integration Architecture at MARS

Danus Chidambaram

Head of Digital Integration Architecture
MARS

Track C: Customer Engagement, CX & Personalization

4:15 pm - 4:40 pm Own Your Own Data - On The Importance Of 1st Party Data

The promise of hyper-personalisation has been making the rounds for quite a while now. But, there are only a handful of companies that have actually done that well. Part of the reason was always that it was easier to buy third-party data - for example, for marketing purposes. With popular browsers not supporting third-party cookies by default anymore (or soon) and data protection laws making it illegal to share data without consent, this model will no longer work. This shifts the focus back to first-party data and creates an excellent opportunity to deliver the personalisation that you’ve always desired. Attend this dynamic presentation to learn how Charlotte Tilbury redesigned how it deals with 1st party data and its benefits:

  • Increasing retention through understanding customers across channels
  • Control over data and no lock-in to third-party tools
  • In-house personalisation that is specific to the products and content they produce

Andreas Gertsch Grover

Director of Data Science
Charlotte Tilbury

Track C: Customer Engagement, CX & Personalization

4:40 pm - 4:55 pm Micro Presentation

Hear the latest in eCommerce and omnichannel innovation from a technology leader.

Track C: Customer Engagement, CX & Personalization

4:55 pm - 5:25 pm Enable The Future Of Mass Customization

Over the last decades large brands and companies were not able to unlock the full potential of mass customization. The complexity of customized products as well as the direct to consumer business challenges are main barriers. Mass customization has to be considered more than ever before as a relevant growth driver for many established e-commerce business models. A key to success is to take-out complexity through-out the end to end process. Christian will share his own experiences with enabling customization business working for large corporations as Nike and Ikea, SMEs and his own consumer-facing mass customization business model for customized helmets on www.helmade.com.

  • Discovering the truth behind successful mass customization business models
  • Obtaining valuable Nike and IKEA insights
  • A straight forward start-up and entrepreneur's perspective


Christian Möhring

CEO & Founder
helmade

5:25 pm - 5:25 pm Conclusion of eTail Europe 2020