eTail Europe 2019

18 - 19 June, 2019

Queen Elizabeth II Conference Centre, London

Day Two: Customer Engagement & Retail Innovation (19 June)

There are now more ways than ever to connect with your customer across platforms, but how do you foster real engagement rather than just accumulating touchpoints? Join us as we explore tactics for enhancing your customer engagement practices and explore the role of innovation in creating the memorable brand experiences that your customers require to sustain these connections.

8:00 am - 8:30 am Breakfast & Registration

8:30 am - 8:40 am Welcome Remarks

Ellen Granoff - Program Director, eTail Europe
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Ellen Granoff

Program Director
eTail Europe

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

Dalia Lasaite - CEO, CGTrader
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Dalia Lasaite

CEO
CGTrader

8:55 am - 9:15 am Keynote Retail Fireside Chat: Driving Conversions And Optimizing The Customer Experience

Michael Truluck - CEO, La Redoute International
La Redoute's e-commerce site is the top ranked French site for apparel and home decor, with more than 7 million unique visitors each month. Join us for a fireside chat that will unearth the keys to the brand's success and explore:
- Creating a consistent web and content experience across every platform 
- Features you need to have to showcase the product clearly and with digestible information 
- Supplying a smooth shopping process with fewer clicks to buy 
- Driving conversions and keeping customers happy 
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Michael Truluck

CEO
La Redoute International

Different eCommerce leaders swear by different strategies that they identify as the "key" to their success. During this fast paced panel, our keynote panelists will be identifying their own keys to success and outline actionable insights for:
- Continuously evolving and pushing your marketing to engage customers online
- Developing core values that ensure innovation and integrity—and how they can be communicated to customers digitally 
- Enduring that you never stop delighting: building perks and logistical conveniences that make your brand completely accessible
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Simon Calvert

Trading Director
Bonmarche

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Emma Mead

Group Omnichannel Director
Holland & Barrett

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Adrian Evans

CFO
Made.com

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Gil Don

Co-Founder & CEO
Splitit

9:45 am - 10:05 am Keynote Fireside Chat: Global Growth In The Age Of Omni-Channel Retail

Martin Preen - CEO, Buster & Punch
Buster + Punch, a cult favorite interior design brand, is tackling omni-channel growth challenges head on. In this interview-style session, CEO Martin Preen discusses how he has paved the way forward for international expansion for the company, and how they’ve managed the complexities to achieve financial success.
• Reviewing how Buster + Punch positions themselves in the market
• Applying investment banking techniques
• Understanding how important data is to drive success

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Martin Preen

CEO
Buster & Punch

10:05 am - 10:50 am Coffee & Connecting Morning Refreshment Break

Re-energize with a hot cup of coffee or freshly brewed tea while connecting with your fellow attendees at this morning's refreshment break

10:50 am - 11:15 am Keynote Lightning Round Panel: Building A Cohesive Omnichannel Strategy

Lee Woodard - Global Chief Experience Officer (CXO) , Crabtree & Evelyn
In order to execute an omnichannel strategy, you must align your channels for seamless user experience, but this does not mean that all of the channels will function the same way. This session will explore:
- Understanding which channels your customers prefer for specific activities like discovering, browsing, searching, or purchasing
- Optimizing your channels for the specifc functions that your customers prefer them for
- Creating a seamless experience that makes the most of each of your unique channels by acknowledging their individual strengths, weaknesses, and potentials 
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Lee Woodard

Global Chief Experience Officer (CXO)
Crabtree & Evelyn

11:15 am - 11:35 am Keynote Presentation: Best Practices For Commerce Without Compromise

Joe Farrell - VP, International Operations, PFS
Join Joe Farrell of PFS as he shares his expertise in applying technology in innovative ways to deliver intelligent commerce operations and amazing brand experiences. This session will touch on:
  • Maximizing your eCommerce fulfillment scalability
  • Making smarter and better informed inventory decisions
  • Optimizing all elements of your eCommerce and fulfillment operations
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Joe Farrell

VP, International Operations
PFS

11:35 am - 12:00 pm Keynote Presentation: Ancient Product Meets Modern eTailing

John McDonnell - Managing Director International, Tito’s Handmade Vodka
Beverage alcohol is one of most enduring of human pleasures.  We still have the remains of earthenware vessels, created 9,000 years for storing fermented beverages.  How is this ancient part of human existence now being successfully sold today, using eTailing techniques around the world?  John McDonnell, global leader in the spirits industry, will share real observations and learnings from his years at Patrón Spirits and now as Managing Director International, Tito’s Handmade Vodka.
- How a brand’s authentic, experience-based identity can provide
- “High Touch” impact that people appreciate in a “high tech” world.
- Using digital communications for delivery convenience & heightened sales.
- Adjusting eTail communications & experiences from one culture to another.
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John McDonnell

Managing Director International
Tito’s Handmade Vodka

12:00 pm - 12:20 pm Keynote Vendor Presentation: ReThinking Commerce: Next Generation Commerce Led By Experience

Digital experiences should be not only engaging and magical but also measurable. This session with Bloomreach will explore how to create content, optimize it to be audience-specific, and analyze your success. Key takeaways will include:
  • Creating and managing metadata-enriched, re-usable content assets
  • Following a clear system for versioning and scheduling brand experiences
  • Harnessing your understanding of your current customers and target audience to create digital experiences that drive a real ROI

12:20 pm - 12:45 pm Keynote Lightning Round Panel: Innovators & Disruptors: Lessons Learned From Retail’s Rising Stars

Zak Edwards - Managing Director, Prezzybox.com
This panel of disruptors, innovators and industry newbies will highlight the elements of agility and innovation that make for truly transformative retail experiences for their customers. Our panelists will be exploring:
- Fostering an internal culture that supports agility, customer responsiveness and innovation
- Making a space for yourself in a crowded eComm market
- Defining elements of innovators that are driving disruptive retail experiences 
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Zak Edwards

Managing Director
Prezzybox.com

12:45 pm - 1:05 pm eTail Dragon's Den: Identifying “The Next Best Thing” In Retail Tech

Lindsay Fisher - Co-Founder, Sparkbox Hugo Tilmouth - Founder & CEO, ChargedUp Sergey Klimentyev - Co-Founder, Texel
Hear about the latest and greatest eCommerce innovations from start-up companies pitching their tech in a bid to win first place at eTail Europe. You’ll understand how their tech can translate into revenue for your business as they walk through the technology’s benefits to your business and predict their future success. The ultimate decision is in your hands though, as the audience  votes for their favourite. Will you find the next big thing? 
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Lindsay Fisher

Co-Founder
Sparkbox

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Hugo Tilmouth

Founder & CEO
ChargedUp

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Sergey Klimentyev

Co-Founder
Texel

11:35 am - 1:05 pm Invitation-Only VIP Think Tank

Exercise your minds and leverage those who are exploring today’s top ecommerce tech. Together, discuss European retail’s current environment, and where you think areas of growth (or decline!) may be. Validate your ideas. Inspire others. Get an “outside-in” unique point of view to discover diverse thinking that can transform your mindset—for both you and your retail business. Limited to 20 retail executives.

1:05 pm - 2:05 pm Lunch For All Attendees

1:05 pm - 2:05 pm Private Lunch

1:05 pm - 2:05 pm Private Lunch

Track A: Content & Personalisation

2:05 pm - 2:15 pm Chairperson’s Opening Remarks
Sai Koppala - CMO, SheerID
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Sai Koppala

CMO
SheerID

Track A: Content & Personalisation

2:15 pm - 2:40 pm Case Study: Putting The Emotion Back Into (e)Commerce
Jo McClintock - Brand Director, Moonpig
Retail businesses have increasingly become good at functional commerce, providing customers with a good product range, speed of delivery etc. but where most brands still need to improve is how they connect with their customers on an emotional level. 

Jo McClintock will discuss Moonpig's brand refresh and why emotions are an integral part of the brand's identity. 

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Jo McClintock

Brand Director
Moonpig

Track A: Content & Personalisation

2:40 pm - 2:50 pm Innovation Spotlight: PXM Meets CXM – Excellence In Omnichannel Commerce And Customer Service
David Spaeth - Head of Marketing, novomind AG
Product Experience Management (PXM) is the basis for a great customer journey and Customer Experience Management (CXM) is the evolution of customer service. Where PXM meets CXM you will find the ultimate customer satisfaction. In order to achieve this balance, your infrastructure needs to address both omnichannel commerce and customer service.
• If it is not about the customer, rethink what you are doing
• Customers expect personalization – before, during and after purchase
• Shopping experience will soon be more important than the actual product

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David Spaeth

Head of Marketing
novomind AG

Track A: Content & Personalisation

2:50 pm - 3:00 pm Innovation Spotlight
Hear about the latest in innovative tech at this spotlight session

Track A: Content & Personalisation

3:00 pm - 3:30 pm Panel: Achieve Personalisation Through Automation
Andrew Morris - Head of Digital Insight Delivery, RS Components
Personalisation and automation might seem to be at odds with one another, as 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. Join us as our panelists explore:
- 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 segments
- Conserving time, energy and money by personalizing content and eCommerce experience for segmented groups rather than individual consumers
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Andrew Morris

Head of Digital Insight Delivery
RS Components

Track A: Content & Personalisation

3:30 pm - 3:40 pm Innovation Spotlight

Track B: AI, Data & Future Tech

2:05 pm - 2:15 pm Chairperson’s Opening Remarks
Duncan Keene - UK Managing Director, ContentSquare

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Duncan Keene

UK Managing Director
ContentSquare

Track B: AI, Data & Future Tech

2:15 pm - 2:40 pm Retail Case Study Revolution: Merchandising Techniques That Set Sales In Motion
Liam Price - Head of Digital, Oasis Fashion
eCommerce merchandising is both an art and a science, as it requires a deep attention to detail as well as a thorough understanding of who your customer is. Join us for a dynamic session during which we will discuss:
- Providing high-resolution imagery, videos, accurate product descriptions and specifications to help the customer feel close to the product 
- Creating unique product key words to enhance SEO 
- Linking socially-promoted products: 
- Encouraging up-selling and cross-selling in the customer journey 
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Liam Price

Head of Digital
Oasis Fashion

Track B: AI, Data & Future Tech

2:40 pm - 3:00 pm Case Study Presentation: Meet Them Where They Are: Best Practices For Tapping Into The Power Of Location Marketing
Join us for an exciting case study presentation during which our executive from Uberall will be discussing: 
  • Expanding your visibility to prospective consumers
  • Taking advantage of the most relevant services available to reach past customers and new prospects
  • Centralizing your consumer insights to develop a plan for utilizing location data

Track B: AI, Data & Future Tech

3:00 pm - 3:30 pm Panel: Using Data To Connect With Your Customers
Paul Rawlings - Head of Technology, Footasylum plc Julian Highley - Head of Insight Delivery, Marks and Spencer
We all know that consumer data is the key to unlocking insights into how and why your customers interact with your brand. However, moving from understanding your customers to engaging with them can require a big leap. This session sets out to explore:
- Understanding how and why today’s customers are seeking brand relationships 
- Creating and implementing an effective retention programme 
- Testing and measuring the effectiveness of your programme and iterating as needed

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Paul Rawlings

Head of Technology
Footasylum plc

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Julian Highley

Head of Insight Delivery
Marks and Spencer

Track B: AI, Data & Future Tech

3:30 pm - 3:40 pm Innovation Spotlight

Track C: Customer Retention & Engagement

2:05 pm - 2:15 pm Chairperson’s Opening Remarks
Amit Bivas - VP, Global Marketing, Optimove

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Amit Bivas

VP, Global Marketing
Optimove

Track C: Customer Retention & Engagement

2:15 pm - 2:40 pm Case Study: What Happens When Customer First Design Takes A Backseat
Steve Kato-Spyrou - UX Manager, John Lewis
This in depth session will give you a blow by blow account of John Lewis’ website.  You’ll uncover the pros and cons of high level strategic decisions made about the site, dig in to what customer first design is starting to look like at this iconic retailer. 
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Steve Kato-Spyrou

UX Manager
John Lewis

Track C: Customer Retention & Engagement

2:40 pm - 2:50 pm Innovation Spotlight
Hear about the latest in innovative tech at this spotlight session

Track C: Customer Retention & Engagement

2:50 pm - 3:00 pm Innovation Spotlight
Hear about the latest in innovative tech at this spotlight session

Track C: Customer Retention & Engagement

3:00 pm - 3:30 pm Panel: Keeping Customers Loyal: A Look At Retention Today
Learn how to keep your customers loyal and retain their business even amidst steep industry competition. This session will provide actionable insights for:

- Understanding it is not just about points: what the latest trends are to make loyalty programmes more beneficial, and the questions you should be asking about your customers’ behavior 
- Exploring opportunities to align your brand with other companies to add benefits and make your loyalty more compelling 
- Ensuring potential brand partners add to CX and not a loss-leader

Track C: Customer Retention & Engagement

3:30 pm - 3:40 pm Innovation Spotlight: Follow The Leaders: Increase Customer Retention & Lifetime Value, A Case Study With Epsilon Abacus and Revolutionary Flower Delivery Brand, Bloom & Wild
Ben Collier - Business Development Director, Epsilon Abacus Jim Warren - Director of Marketing, Bloom & Wild
What do brands like SPOKE, Biscuiteers, Phase Eight, This Works and Bloom & Wild all have in common?... They all use data-driven direct mail campaigns to increase average order values, drive repeat purchases and ensure higher lifetime value from their customers. Take This Works for example; 34% higher first year spend from customers and 47% higher lifetime spend vs the average. Joe Fletcher describes these results as ‘essentially recruiting VIPs’. There are hundreds of direct mail success stories like This Works but few are as compelling as that of Bloom & Wild. You’ll hear:
• Why Bloom & Wild decided to test a direct mail catalogue
• How customer engagement results compared to previous marketing campaigns
• Why data played such a major role in the results
• What the key learnings from catalogue design and production were
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Ben Collier

Business Development Director
Epsilon Abacus

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Jim Warren

Director of Marketing
Bloom & Wild

Interactive Retailer-Only Roundtables

2:15 pm - 3:00 pm Table #1: The Fundamentals of eCommerce Growth
Simone Williams - Head of eCommerce, Whistles
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.

Hosted By: Simone Williams, Head of eCommerce, Whistles
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Simone Williams

Head of eCommerce
Whistles

Interactive Retailer-Only Roundtables

3:00 pm - 3:40 pm Table #2: Site Conversion Best Practices
Rohan Shanbhag - Head of eCommerce, LEGO
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.

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Rohan Shanbhag

Head of eCommerce
LEGO

3:40 pm - 4:25 pm Beers & Banter Afternoon Refreshment Break

Join us for a pint and networking at our final refreshment break of the conference. Be sure to bring your best banter and business cards with you!

4:25 pm - 5:25 pm Invitation Only Cheers With Peers Pairing

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

This session is by invitation only.

4:25 pm - 5:25 pm Invitation Only Cheers With Peers Pairing

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

This session is by invitation only.

Track A: Content & Personalisation

4:25 pm - 4:55 pm Panel Revolution: Consumer Generated Content Is The New Advertising
Anouk de Lange - eCommerce & Marketing Director, National Lighting Marisa Thomas - Head of Brand, Bloom & Wild
It is becoming increasingly common for product reviews, photos and other related content about your product to appear not only on your own site, but also on the social media channels of your consumers. Everyone with a smartphone has a platform through which to photograph, praise, criticize, demonstrate and market your goods to an audience of their peers. And this exposure—both positive and negative—allows you to market your product through the social influence of those showcasing it. Join us as we discuss ways to harness the power of consumer generated content (CSG) as a powerful form of brand advocacy. Takeaways include techniques for:
- Harnessing your understanding of your customer base to fine tune your brand messaging to be in sync with those you are targeting and engaging
- Developing hashtags that encourage consumers to post about their experiences with your products
- Designing  “wow” moments through online activations, events, packaging elements, and surprises to inspire photography and reviews
- Featuring consumer generated content on your own channels to elevate the voices of those speaking about you
- Turning consumer generated reviews and content into meaningful brand relationships by closely monitoring, responding to, and featuring the feedback collected through these channels.

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Anouk de Lange

eCommerce & Marketing Director
National Lighting

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Marisa Thomas

Head of Brand
Bloom & Wild

Track A: Content & Personalisation

4:55 pm - 5:30 pm Case Study: Mass Customisation At Tinyme
Ben Hare - COO, 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
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Ben Hare

COO
Tinyme

Track B: AI, Data & Future Tech

4:25 pm - 4:55 pm Case Study Presentation: Building Digital Foundation With An API-First Approach
Amitabh Apte - Global Director - Digital Foundations Integration, Mars
Mars has embarked on a Data, Analytics and AI-led Digital Transformation. Amitabh is leading the global efforts for an API-First approach to Integration to fuel this Digital Transformation. In this session, Amitabh will share the “Application Network” strategy and underpinning architecture and technology approach with the participants. 
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Amitabh Apte

Global Director - Digital Foundations Integration
Mars

Track B: AI, Data & Future Tech

4:55 pm - 5:30 pm Panel: Take And Use Only What You Must: Balancing Your Need For Data With Your Customer’s Desire For Privacy
Kunal Banerjee - Head of Product, Analytics & UX, Pizza Hut Digital Ventures
It is important to be sensitive about data collection and usage in a market now governed by GDPR. However, it is also important to offer customers personalized online shopping experiences that are suited to their unique consumer preferences. How do you find the balance? This session will walk you through:
- Best practices for data collection at checkout that maximize your useful data collection without invading the customer privacy
- Limiting usage of personal data like first names to email promotions rather than creating overtly and obviously personalized sites
- Displaying some non-optimized or otherwise irrelevant content to ease consumers’ fear of surveillance
- Seeking feedback from customers about the types of personalized experiences and services they prefer so that you are able to deliver accordingly
- Refining your Personalisation practices to ensure that they are helpful without crossing into the territory of being creepy
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Kunal Banerjee

Head of Product, Analytics & UX
Pizza Hut Digital Ventures

Track C: Customer Retention & Engagement

4:25 pm - 4:55 pm Panel Revolution: Keep Your Customer Coming Back For More: Enhancing Your Customer Relationships
Tobias Mattsson - CEO, Rapunzel of Sweden
It costs more to acquire a new customer than it does to retain an old one, yet forging brand loyalty can be a tricky process. This session will explore best practices for:
- Understanding how and why today’s customers are seeking brand relationships
- Connecting with your customers: assessing data to understand how to engage them long term
- Creating and implementing an effective retention programme 
- Testing and measuring the effectiveness of your programme and iterating as needed 


Tobias Mattsson

CEO
Rapunzel of Sweden

Track C: Customer Retention & Engagement

4:55 pm - 5:30 pm Case Study: New E-Business Models: How To Use E-commerce For Testing & Scaling New Consumer Ideas
Amy Brix - Global Head of Online Delivery, Unilever
Testing is no longer just for email; it is now possible to test difference eCommerce models to evaluate and scale new consumer ideas. This session will delve into the specific of:
•Consumer problem & validation - Understand how to set-up a digital consumer test/experiment 
•Hypothesis validation & the power of data insights 
•When going direct to consumer 
•How to scale an experiment in a large organization

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Amy Brix

Global Head of Online Delivery
Unilever

Interactive Retailer-Only Roundtables

4:25 pm - 4:55 pm Table #3: Globalization Best Practices
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.

Interactive Retailer-Only Roundtables

4:55 pm - 5:30 pm Table #4: Customer Engagement Best Practices
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.

5:30 pm - 5:30 pm Close Of eTail Europe Day Two