eTail Europe 2021

London, UK

Day One: Customer-Centric Growth (18 June)

Customer centricity is more than just an eCommerce buzzword; it is an entirely new way of doing business. Join us as we explore how putting customer experience and brand relationship building at the heart of your company’s growth strategy can enhance engagement and bolster customer lifetime value.

8:00 am - 8:50 am Breakfast & Registration

8:50 am - 9:00 am Welcome Remarks & Audience Icebreaker

Ellen Granoff, Program Director at eTail Europe

Ellen Granoff

Program Director
eTail Europe

Jeff Winter, Global Vice President, Marketing and Communications - Software & Data Solutions at Pitney Bowes

Jeff Winter

Global Vice President, Marketing and Communications - Software & Data Solutions
Pitney Bowes

9:15 am - 9:35 am Keynote Fireside Chat: Building / Insourcing An Engineering Team To Future Proof The Business

Sometimes what you are searching high and low for is actually right under your nose. Join us for a fireside chat with George Goley, CTO of Holland & Barrett, during which he will explore how insourcing and relying on existing talent for new tasks can benefit your brand. Key takeaways will include:
- Evaluating how insourcing versus outsourcing will affect your brand operations
- Maintaining control over both brand quality and intellectual property while ensuring a fast delivery of your projects
- Future proofing your brand for whatever the coming years may hold
George Goley, CTO at Holland and Barrett

George Goley

Holland and Barrett

Peer into the eTail Crystal ball with us as our featured panelists explore:
- Adapting digital experiences and adopting tech as the interaction gap continues to shrink between humans and machines
- How to stop being data obsessed and becoming insights driven—building a cohesive strategy 
- Future project planning: how agile can your teams be when listening into the customer
- Overhauling team structure, tech, and integration for convenient and seamless shopping experiences
Peter Hobolt Jensen, Chief Digital Officer at Moleskine SpA

Peter Hobolt Jensen

Chief Digital Officer
Moleskine SpA

David Grunwald, VP Innovation at Farfetch

David Grunwald

VP Innovation

Debbie Bond, Chief Commercial Officer at Lovehoney

Debbie Bond

Chief Commercial Officer

Ed Whitehead, Managing Director EMEA at Signifyd

Ed Whitehead

Managing Director EMEA

10:00 am - 10:20 am Keynote Guest Speaker Presentation: Emotive And Multisensory Digital Customer Experience

Emotions and senses are often mentioned as cornerstones of amazing customer experience yet the common perception is that they are not as possible to do online. In this session consumer psychologist and human brand expert Kate Nightingale will reveal how to evoke emotions and entice all human senses (btw, humans have about 33 senses) to create incredible CX and achieve desired consumer behaviours like longer dwell time or more sales. We will look at:
- The role of emotions and senses in consumer decision making and customer experience creation
- The power of imagination and why it is important to activate it in digital experiences
- How you can collaborate with scientist and human behaviour experts to create incredible and effective CX
Kate Nightingale, Consumer Psychologist and Human Brands Expert, Style Psychology Ltd. at Style Psychology Ltd.

Kate Nightingale

Consumer Psychologist and Human Brands Expert, Style Psychology Ltd.
Style Psychology Ltd.

10:20 am - 11:05 am Exhibit Hall Grand Opening, Refreshment Break and Morning Welcome Party

Join us for the Grand Opening of the Exhibit Hall during our first morning break of eTail Europe! Be sure to grab a tea or coffee before taking a stroll through the amazing booths of our solution providers.

11:05 am - 11:25 am Keynote Presentation: Why UK Retailers Are Looking To Engage The Chinese Customer

Find out more about China’s vibrant economy, internet culture and rising consumer class. How can UK retailers secure their slice of this lucrative market – whether connecting to people in China, or Chinese tourists here in the UK?

Actionable takeaways include insights into:
  • Vibrant economy: China’s economy is growing faster than the US and EU’s. Alibaba’s retail marketplaces see continued growth in consumer staples, cosmetics and apparel 
  • Internet culture: China’s online retail market will be twice that of the US’ by 2022. Online purchases made with mobile phones will account for 74% of ecommerce in China by 2020
  • Rising consumer class: China’s experiencing a middle-class consumer boom – with 300 million middle-class citizens (expected to double in by 2024), high discretionary spending, and desire for quality products and lifestyles. The per-household disposable income of urban consumers will double between 2010 and 2020, from approx. $4,000 to $8,000
 Passion for British brands: “Made in the UK” represents a quality assurance for Chinese consumers. More than half (55%) of shoppers in China bought items from British brands within a three-month period (Royal Mail survey, Feb 2018) 
 Success stories (case study): Chinese consumers’ favourite UK brands include: Jo Malone, Dyson, Burberry, Next, Ted Baker, Twinings, Cath Kidston, Boy London, Clarks, Mothercare, Joseph Joseph, Trunki. LK Bennett, All Saints, Dr Martens, Riley Snooker, Oliver Sweeney, Liverpool FC, Tangle Teezer, Holland and Barrett, Whittard, Kenwood, Manchester City, Faith in Nature, Radley, GHD
  • Early adopters: Chinese consumers are now the most sophisticated consumer group in the world, demanding innovation and new technology from retailers

Mei Chen, Senior Manager, Fashion and Luxury, Europe at Alibaba

Mei Chen

Senior Manager, Fashion and Luxury, Europe

11:25 am - 11:45 am Keynote Presentation: Best Of Both Worlds – Connect Locally Whilst Going Global

Technology has made the world feel smaller, and the internet provides the opportunity for brands to go global. eMarketer predicts that global e-commerce sales will reach over $3.5 trillion in 2019. However, retailers face challenges in communicating their brands consistently overseas, whilst remaining relevant and striking a chord with local customers. 

Elliott Jacobs, Director of Commerce Consulting at LiveArea EMEA, explores how brands and retailers can identify and target opportunities in the global market, whilst understanding local nuances. Elliott will discuss how considering local marketplaces and delivery partners can connect with customers and meet fulfilment requirements, plus how to overcome obstacles including local language, currency, and brand loyalty.

Elliott Jacobs, Director, Agency and Commerce Consulting EMEA at LiveArea

Elliott Jacobs

Director, Agency and Commerce Consulting EMEA

11:45 am - 12:15 pm Keynote Panel: Focusing On The Future: Exploring Tactics For Truly Transformational Growth

With so much happening in eCommerce that requires immediate attention and action, it can be hard to think to the future. Join us as a panel of eCommerce executives gaze into the eCommerce crystal ball and explore best practices for taking advantage of transformational growth opportunities at your organisation. We will be covering:
- Adapting digital experiences and adopting tech as the interaction gap continues to shrink between humans and machines
- How to stop being data obsessed and becoming insights driven—building a cohesive strategy 
- Future project planning: how agile can your teams be when listening into the customer
- Overhauling team structure, tech, and integration for convenient and seamless shopping experiences
Agnes Hjelmer, CEO at KF Beauty

Agnes Hjelmer

KF Beauty

Neil Landon, CTO at

Neil Landon


Rob Feldmann, CEO at BrandAlley

Rob Feldmann


Niki Hall, CMO at Selligent Marketing Cloud

Niki Hall

Selligent Marketing Cloud

12:15 pm - 12:35 pm Keynote Presentation: From Data To Action At The Speed Of Retail

We’re still trying to solve age-old problems within our digital channels that are blocking us from increasing revenue, driving repeat purchases, surfacing products for discovery, etc... Marketing technology must be fundamentally different in order to communicate in ways consumers love and allow brands to grow, starting with your retail data. Join this talk for a fundamentally different perspective on data that the fastest growing retailers are adopting to drive more revenue with less effort.
Mahmoud Arram, Co-Founder & CTO at Bluecore

Mahmoud Arram

Co-Founder & CTO

12:35 pm - 12:55 pm Keynote Fireside Chat: Making Moves Towards Truly Seamless Shopping

To provide truly seamless shopping experiences you must eliminate silos and make your customers your “only” channel. This session will look at tactics for turning your brand into a truly omnichannel organization, including:
- Removing internal silos to ensure that providing seamless customer experiences is an internal priority
- Using click & collect to connect the online purchasing path with easy in-store fulfilment
- Creating consistent and cohesive brand experiences on all channels 
- Creating a seamless journey for customers that allows them to have a singular and seemingly effortless shopping experience 
- Measuring the effectiveness of your omni channel initiatives

Marc Dench, CFO at Joules

Marc Dench


Seb McCarthy, Retail Reporter at City AM

Seb McCarthy

Retail Reporter
City AM

12:55 pm - 1:55 pm Lunch And Networking For All Attendees

12:55 pm - 1:55 pm Private Lunch Hosted By Tinyclues

12:55 pm - 1:55 pm Private Lunch Hosted By Exponea

Track A: Cross-Border & Marketplaces

1:55 pm - 2:05 pm Chairperson’s Opening Remarks
Lindsay Hong, COO at Locaria

Lindsay Hong


Track A: Cross-Border & Marketplaces

2:05 pm - 2:30 pm Case Study Presentation: Learnings From Merging Two Etailers Into A Top Three Nordic Player Within Beauty
How do you merge two E-commerce companies into a 50 million euro business? Follow the story when Eleven & Nordicfeel consolidated the Nordic market by joining forces and the success and learnings during the process. 
•Why size matters 
•The new way of competing (against the traditional retailers) 
•The pitfalls when merging 
•Building a joint company culture 
Pernilla Barkman, CEO at Eleven & Nordicfeel

Pernilla Barkman

Eleven & Nordicfeel

Track A: Cross-Border & Marketplaces

2:30 pm - 2:50 pm Case Study: How Global Retailers Like Holland & Barrett And Camaieu Are Achieving Personalization & Relevancy At Scale With Deep Learning
Segmentation is dead. Discover how Holland & Barrett and Camaieu are leveraging AI to increase online and in-store revenue from personalized campaigns
Attend this session and find out:
  • How an AI-first approach is creating a unique experience for campaign targeting and planning
  • How global teams can quickly and easily implement personalization at scale
  • How to leverage deep learning technology to find future buyers for any product in the days following a campaign
  • How to align a customer-centric strategy with business goals
  • How Holland & Barrett easily finds future buyers for its products and increased campaign revenue by +27% while sending 23% less emails
  • How Camaieu sends highly relevant campaigns, increasing conversion rates by +96% and decreasing unsubscribes by -62%

This session will present detailed success stories and the resulting business impact on revenue and engagement. Find out how retailers using campaign intelligence have measured on average +79% in campaign revenue and an average -19% in unsubscribes.
Francois Laxalt, VP at Tinyclues

Francois Laxalt


Today more than ever, it is easy to access a global customer base. However, as global expansion is both time and resource intensive, it is important to be purposeful and measured with your efforts. Join a panel of eCommerce practitioners as we explore
- Using customer data to determine which international markets are best suited for expansion
- Capitalizing on marketplaces as a foothold in new global markets
- Structuring your internal systems to identify if they support international commerce
- Evaluating the global appeal of your brand, the cost, and your cultural readiness for global growth
Richard Flint, International Director at HEMA

Richard Flint

International Director

Keng Zhing Ng, Digital eCommerce Director at Mars

Keng Zhing Ng

Digital eCommerce Director

Robert Gorton, Chief Commercial Officer at Mall for the World

Robert Gorton

Chief Commercial Officer
Mall for the World

Chris Andrews, Senior Business Development Manager at ACI Worldwide

Chris Andrews

Senior Business Development Manager
ACI Worldwide

Jed Alpert, VP Marketing at Riskified

Jed Alpert

VP Marketing

Track B: Omnichannel & Fulfilment

1:55 pm - 2:05 pm Chairperson’s Opening Remarks
Chris Field, Managing Editor at Retail Connections

Chris Field

Managing Editor
Retail Connections

Track B: Omnichannel & Fulfilment

2:05 pm - 2:30 pm Retail Case Study Revolution: The Most Critical Component Of Omnichannel Execution – Instore Associates
Your store associates have the power to be your most powerful brand advocates if you enable them properly. However, optimizing the impact the associates have on your consumers in the store required rethinking the core functions and responsibilities of their roles. This session will go over:
- Reinforcing your brand with store consultants to ensure they effectively represent the brand and are equipped with brand knowledge via mobile tech 
- Ensuring sales consultants can place an order in-store via web when products are not available 
- Training sales consultants to have a more effective method for collecting CRM data, and are conversely empowered with CRM data to help in-store sales 
Gail Banim, Director of E-Commerce and Marketing at Anthony Nicholas Group

Gail Banim

Director of E-Commerce and Marketing
Anthony Nicholas Group

Track B: Omnichannel & Fulfilment

2:30 pm - 2:50 pm Omnichannel Customer Engagement: The Potential Of Chinese Shoppers
Shopping is no longer a one-channel act anymore. Nowadays shoppers engage with merchants and brands across multiple channels depending on the phases of their customers journey. They might first search online to know more about the products, then move to social media looking for peer-to-peer recommendations and finally go for the purchase via ecommerce or stepping in the brick-and-mortar shop.
The challenge merchants are now facing is to efficiently synchronize multiple channels and optimize the checkout experience to deliver the best customer experience and win over the competition.
China, a continuously evolving laboratory when it comes to ecommerce trends, give us a glimpse into how omnichannel customer engagement will look like soon also in the rest of the world.

Takeaways for this session include:
  1. Best practices and solutions to increase omnichannel customer engagement both from a marketing and payment strategy point of view. 
  2. Overview of Chinese unique approach to shopping while travelling abroad
  3. Focus on the importance of dynamic partnerships to tap in a highly competitive market and the essential role of the payment structure to support successfully the omnichannel approach.
Yoav Chernitz, China Business Development Director at SafeCharge

Yoav Chernitz

China Business Development Director

Track B: Omnichannel & Fulfilment

2:50 pm - 3:20 pm Panel Revolution: No Need To Compete: Align Online And Offline
From buy online / pick-up in store to buy in-store to mobile product reservations and everything in between, consumers have a vast array omni channel options. Takeaways from this session include techniques for: 
- Forecasting demand to optimize your omni channel supply chain
- Allocating item availability to different channels based on this data 
- Reducing your reliance on price optimisation strategies by synthesizing stock levels across channels 
- Using a comprehensive understanding of past purchasing patterns and your customer base’s buying habits to allocate stock to the appropriate channels and avoid surplus & deficits
Simone Williams, Head of eCommerce at Whistles

Simone Williams

Head of eCommerce

Dee Gittins, Head of Online Trading, Digital Acquisition & International at Hobbycraft

Dee Gittins

Head of Online Trading, Digital Acquisition & International

Louisa Nicholls, Head of Trade Marketing at John Lewis

Louisa Nicholls

Head of Trade Marketing
John Lewis

Track C: Digital Growth & Conversion Optimisation

1:55 pm - 2:05 pm Chairperson’s Opening Remarks

Bogdan Galusca, Business Development Director EMEA at Stefanini

Bogdan Galusca

Business Development Director EMEA

Track C: Digital Growth & Conversion Optimisation

2:05 pm - 2:30 pm Case Study Presentation: The Starting Point For Fashion: How Zalando Wants To Become The Spotify For Fashion
We expect that over time, the online fashion market will become less fragmented, with fewer players who will hold sizeable market shares. Going forward we want to become the starting point for Fashion for our customers in Europe. A starting point is the destination customers naturally gravitate to when looking for a product or a service. When you think of music, you open Spotify, when you want to be entertained, you open Netflix. This is what we become for fashion and lifestyle products and we believe that we will be able to achieve this with our platform strategy approach. Offering the best assortment at an unmatched level of convenience.
Sara Diez, VP Womenswear at Zalando

Sara Diez

VP Womenswear

Track C: Digital Growth & Conversion Optimisation

2:30 pm - 2:50 pm Reimagining Customer Relationships & Engagement: The Future of Loyalty
Customer Experience has become one of the most viable means to differentiate in a globalised marketplace. Showcasing the work of global brands, this session will examine how post purchase moments must be leveraged to drive customer engagement and loyalty. 
Anthony Gavin, EMEA Regional Director at Narvar

Anthony Gavin

EMEA Regional Director

Track C: Digital Growth & Conversion Optimisation

2:50 pm - 2:50 pm Case Study: Mass Customisation At Tinyme
After starting out as a single person startup 12 years ago, Tinyme has pioneered Mass Customisation in the Australian market and expanded into the UK and US. In 2017 Tinyme was recognised at the Australian Online Retail Industry Awards winning 3 categories including Best Pureplay Online Retailer, Best Mobile site and Best Customer Service. This session will cover:
• How Australian company Tinyme grew from a single person startup to be a leader in Mass Customisation.
• How Mass Customisation reinvents the retail supply chain 
• Personalisation as the ultimate tool in customer centricity 
• Customising the buying experience
Ben Hare, COO at Tinyme

Ben Hare


Retailer-Only Roundtables And Women in Retail Leadership Circle

1:55 pm - 2:30 pm Retailer-Only Roundtable #1: Enhancing Sales Through Best-In-Class Merchandising
Roundtable discussions are small peer-led group discussions on a niche topic. Talk about your key challenges and hear how other retailers are overcoming them. Please visit the website to see updates on roundtable moderators.
Rohan Shanbhag, Head of eCommerce at LEGO

Rohan Shanbhag

Head of eCommerce

Retailer-Only Roundtables And Women in Retail Leadership Circle

2:30 pm - 3:20 pm Retailer-Only Roundtable #2: Performance Marketing: Balancing Growth & Profitability To Deliver Business Goals And Win Bigger Budgets
Roundtable discussions are small peer-led group discussions on a niche topic. Talk about your key challenges and hear how other retailers are overcoming them. Please visit the website to see updates on roundtable moderators.
Samantha Johnson, Head of CRM and Hobbycraft Club at Hobbycraft

Samantha Johnson

Head of CRM and Hobbycraft Club

3:20 pm - 4:10 pm Cupcakes & Conversations Afternoon Break

Join us for cupcakes, conversations and more at our afternoon break!

4:10 pm - 5:20 pm Invitation Only Cheers With Peers Wine Pairing Hosted By Monetate

Join Monetate for an exciting wine tasting experience as you relax with fellow retailers during the conference.

4:10 pm - 5:20 pm Invitation Only Cheers With Peers Gin Pairing Hosted By Cheetah Digital

Join Cheetah Digital for an exciting gin tasting experience as you relax with fellow retailers during the conference.

Track A: Cross-Border & Marketplaces

4:10 pm - 4:35 pm Case Study Presentation: Digital Transformation At The North Face
How does a legacy brand such as The North Face embrace digital, in the direct to consumer channel and stay relevant in a rapidly changing retail marketplace? Join The North Face, E-commerce & Digital Marketing Director, Federico Manno, as he breaks down digital marketing, ecommerce, bricks & mortar retail integration, loyalty, digital creative and new business models at the legacy brand.
Federico Manno, eCommerce & Digital Marketing Director EMEA at The North  Face

Federico Manno

eCommerce & Digital Marketing Director EMEA
The North Face

Track A: Cross-Border & Marketplaces

4:35 pm - 4:55 pm Make It All About Me! – Localization + X = Relevance?
Is localization the answer to making it ‘all about the customer’? What does it actually take to create as many personalized customer journeys with as few resources as possible? Where do you start and how do you balance broad and local campaigns for the masses with hyper personalized and automated communications? How is this done by companies such as North Face, Interflora and Storytel?

Based on the latest book on the topic and using several examples, this talk will give you a brief insight into the omnichannel personalization framework "The Omnichannel Hexagon" which is a comprehensive model for understanding and gauging maturity within omnichannel marketing and thus help set the direction for future marketing efforts – including localization. 

As a bonus, you'll be able to quiz your way to understanding the performance of your own company and benchmark this with other e-tailers and retailers. 
Rasmus Houlind, Chief Strategy Officer at Agillic

Rasmus Houlind

Chief Strategy Officer

Track A: Cross-Border & Marketplaces

4:55 pm - 5:25 pm Fireside Chat: Personalisation Across Geographies
Personalisation and automation might seem to be at odds with one another, especially in the context of giving a market and region specific customer experience. Personalisation implies a customizing an experience at an individual level and automation brings to mind the opposite. However, automation and machine learning can actually be used in tandem to achieve true eCommerce Personalisation. This session will have an international focus. Join us as Andrew Morris explores:

- Harnessing the power of machine learning to identify patterns that will identify opportunities for automated Personalisation
- Developing a set of clearly identified and purposed procedures to customize experiences for different markets and regions
- Conserving time, energy and money by personalizing content and eCommerce experience for segmented groups across regions rather than individual consumers
Andrew Morris, Head of Digital Insight Delivery at RS Components

Andrew Morris

Head of Digital Insight Delivery
RS Components

Track B: Omnichannel & Fulfilment

4:10 pm - 4:35 pm Lightning Round Panel: Mapping Out The Omni-Channel Experiences That You Need To Provide For Today’s Customer
Omnichannel is a hot topic today and there a number of ways to bring your company closer to achieving it. This session will go over:
- Ascertaing the omnichannel tech that is the make or break for 2019— and how to practically apply it
- Revamping back end systems to create revenue driving omnichannel experiences 
- Examining you logistics and shipping: putting programmes in place that reflect your customers’ needs
- Creating seamless, personalized messages to retain loyalty post purchase
Melissa Dunn, Former Head of Digital Product Development at Sainsburys Argos

Melissa Dunn

Former Head of Digital Product Development
Sainsburys Argos

Lisa Small, Head of Online at Hackett London

Lisa Small

Head of Online
Hackett London

Sebastian Kraft, General Manager & Founder at Nordic Naval

Sebastian Kraft

General Manager & Founder
Nordic Naval

Track B: Omnichannel & Fulfilment

4:35 pm - 5:25 pm Please Visit Tracks A & C

Track C: Digital Growth & Conversion Optimisation

4:10 pm - 4:35 pm Fireside Chat: Get Personal – Use Artificial Intelligence To Improve Your Bottom Line
Personalised marketing emails and cross-selling promotions are only scratching the surface when it comes to creating a truly personalized and optimized shopping experience for your customers. This session will explore how the power of AI can be used to:
- Sell what your customers need/want – isn’t that obvious?
- Treat each customer individually – personalise customer experience for every visitor
- Avoid just driving sales, and instead drive profitable sales (be clever with your budgets)
- Ultimately  improve your bottom line
Imran Khan, Head of eCommerce at Woodhouse Clothing

Imran Khan

Head of eCommerce
Woodhouse Clothing

Track C: Digital Growth & Conversion Optimisation

4:35 pm - 4:55 pm Case Study Presentation: Site Search: The Key to Online Holiday Success
Online retailers know that making it easy for shoppers to find products on their website is crucial for driving sales, especially during the busy holiday shopping season. Smart site search helps shoppers discover products they want to buy and helps etailers have a happy holiday, too. In this session, you’ll learn:
  • Why site search is critical to your commerce site
  • The components of cutting-edge site search
  • Strategies for optimizing your site search
Joe Ayyoub, SVP Customer Experience at UNBXD

Joe Ayyoub

SVP Customer Experience

Track C: Digital Growth & Conversion Optimisation

4:55 pm - 5:25 pm Lightning Round Panel: How To Win The Digital Advertising Game
Digital advertising encompasses an extremely wide range of promotional initiatives. Our experts will help you sort through the challenges associated with:
- Targeting customers through YouTube based on Google searches
- What content is standing out, and what is just stale
- Ensuring you digital marketing is creative and informative to avoiding ad-blocking 
Yoann Pavy, Head of Digital Marketing at Depop

Yoann Pavy

Head of Digital Marketing

Rohan Shanbhag, Head of eCommerce at LEGO

Rohan Shanbhag

Head of eCommerce

Guillaume Brocart, Head of Digital at Montblanc

Guillaume Brocart

Head of Digital

Claire Logan, Head of eCommerce at Slater Menswear

Claire Logan

Head of eCommerce
Slater Menswear

Retailer-Only Roundtables And Women in Retail Leadership Circle

4:20 pm - 5:30 pm Women In Retail Networking & Cocktails
Listen and be inspired by fellow executives in eCommerce; then, cultivate new friendships and discuss the issues that were raised on the panel. This session is for retail attendees only. Please email if you are interested in attending this session.
Samantha Johnson, Head of CRM and Hobbycraft Club at Hobbycraft

Samantha Johnson

Head of CRM and Hobbycraft Club

5:25 pm - 6:25 pm Happy Hour Reception

You made it through day one of eTail Europe! Treat yourself to a pint as you mull over the day's sessions and connect with some of your fellow attendees about the standout sessions you enjoyed most.

6:25 pm - 6:25 pm Close Of eTail Europe Day One