eTail Europe 2018

19 - 21 June, 2018

Queen Elizabeth II Conference Centre, London

44 20.7368.9465

Day Two (Wednesday 20 June) - Digital Transformation Strategies

Today you’ll hear more high-impact presentations, be inspired by panels that debate the hottest topics and join discussions with other like-minded retailers. By the end of the day, you w ill have realistic goals for your eComm business in both the short and long term as well as clearer ideas of how to achieve them.

8:10 am - 8:40 am Breakfast & Registration


Ellen Granoff

Associate Producer, eTail Europe
Worldwide Business Research

8:45 am - 9:00 am Chairperson's Opening Remarks

Tal Ofer, UK Country Manager,Keros Digital

Tal Ofer

UK Country Manager
Keros Digital

9:00 am - 9:20 am Keynote Fireside Chat: Techphobic, Tech Supported, Tech Driven Or Tech Company, The Tech Continuum For Retailers

George Goley, CTO,Sainsburys Argos
George will reveal where your company fits on the Tech Continuum, help you determine where you'd like it to rest, and chat about the opportunities and challenges presented by each point on this continuum.

George Goley

Sainsburys Argos

9:20 am - 9:40 am Keynote Fireside Chat: Scaling And Differentiating Your Brand

Julien Callede, Co-Founder,MADE.COM
Julien walks through the story, how they are bringing value to customers internationally and competing with companies like Amazon.  Learn firsthand how to both scale and differentiate your retail brand after this enlightening interview style session.

Julien Callede


Get ready for growth. Our panel of innovative online disruptors walk through their growth journey – and provide strategies to help your retail organization become more agile and responsive.

•Building your team
•Emphasizing responsiveness and agility to respond to customer needs
•Constantly connecting with the customer
•Taking a technology first approach to growth 

John Argento

Managing Director, Europe


Josh Cook

Co-Founder & CEO


Alex Outlaw

The Idle Man

James Gold

Skinnydip London


Parry Malm


10:10 am - 11:00 am Morning Break - International Delight

You'll be delighted by this morning's break's coffee options! And be sure to check out the technology in the Exhibit Hall.

11:00 am - 11:20 am Fireside Chat: Current & Future Challenges And Innovations In eCommerce

Mirko Caspar, Managing Director,Mister Spex
In this fireside chat Dr. Mirko Caspar, Managing Director of Europe’s leading online optician Mister Spex, will go into detail about how to successfully target customers and their needs by combing the best of the worlds on- and offline. Focus can be on “how to” for onliners to go multi-channel or how to create the future experience in (eyewear) e-commerce... or both.

•Importance and advantages of multichannel/omnichannel and “how to” 
•Combination of core capabilities to offer best of both worlds 
•Mix quantitative data and qualitative customer centricity for the optimal customer journey

Mirko Caspar

Managing Director
Mister Spex

11:20 am - 11:40 am Keynote: The Future Of Retail: Giving Customers A Reason To Buy (In)

Dr. Douglas Hollinger, Senior Vice President of Consulting,LiveArea
Hear best practices around ways to shape the future on retail in this dynamic keynote session by LiveArea

Dr. Douglas Hollinger

Senior Vice President of Consulting

Our panelists delve into their perspective on the both the current state of retail, and where opportunities lie in the future.  Understand how to take advantage of those opportunities both internally and externally. 
•Where do you see growth within your respective vertical? How to increase margin and reduce output?
•Planning for future buyers—what are your plans to connect with tomorrow’s customers?
•What does the next 5-10 years hold for the industry?

Maia Guarnaccia

VP, Deputy CEO
Vivienne Westwood


Jeremy Seigal

Chairman, Revital / Former CEO, White Stuff


Julien Callede


12:10 pm - 12:30 pm Keynote: Executive Presentation

Michael Schirrmacher, Managing Director,BloomReach
Hear about best practices shaping the future of retail in this dynamic keynote session.

Michael Schirrmacher

Managing Director

12:30 pm - 12:50 pm Guest Keynote Speaker

Our guest speaker outlines the future of advertising and brand experiences.

11:40 am - 12:50 pm VIP / C-Level Invitation-Only Think Tank

Forge new connections with other senior level retail executives in this close door, boardroom style session. You’ll learn about challenges and solutions from those who have similar pain points to yours. Attendance is limited.

If you’re interested in attending, please email

12:50 pm - 1:50 pm Lunch & Networking For All Attendees

Track A: Digital Growth Strategies And Cross-Border

1:50 pm - 2:00 pm Chairperson's Opening Remarks

Track A: Digital Growth Strategies And Cross-Border

2:00 pm - 2:25 pm Case Study Revolution: Global Perspectives: Adapting Your User Experience Based On Region
Amit Goyal, SVP, Product and Engineering,
Overstock is operating in over 100 countries. Knowing where eCommerce is booking and where  business is growing is a key priority to this multi-billion dollar business. Join Overstock o understand how to conduct accurate research and developing KPIs for your global eCommerce initiatives by:

•Knowing what is valued in the different cultures and highlighting that online
•Filling up category gaps at the right price point 
•Adjusting the digital experience to meet the user’s need 
•Providing an end-to-end UX experience and a superior post purchase experience

Amit Goyal

SVP, Product and Engineering

Track A: Digital Growth Strategies And Cross-Border

2:25 pm - 2:45 pm Executive Presentation
Hear about best practices for the future of retail in this dynamic session

Track A: Digital Growth Strategies And Cross-Border

2:45 pm - 3:15 pm Panel Revolution: Capitalising On The Growing Cross-Border eCommerce Opportunity: Key Steps For Successful International Expansion
Sumantro Das, Director, Product Innovation & Growth Brands, David Williams, Sr. Director, EMEA and Japan,Deckers Brands Kerem Atasoy, Commercial Director, Black & White,Farfetch Florian Pauthner, CEO,SevenVentures
Cross-border ecommerce is a massive opportunity, and one that is still untapped in terms of it’s full potential. This panel looks at cross border from all angles, so you can expand profitably. 

•Localisation – how a relevant, localised offer will increase your conversion rates 
•Cross-Border customer experience - how to achieve seamless local experience for cross-border shoppers 
•Increasing international ROI – how to capitalise on the Cross-border eCommerce opportunity effectively 

Sumantro Das

Director, Product Innovation & Growth Brands


David Williams

Sr. Director, EMEA and Japan
Deckers Brands


Kerem Atasoy

Commercial Director, Black & White


Florian Pauthner


Track B: Customer Experience Optimisation

1:50 pm - 2:00 pm Chairperson's Opening Remarks

Track B: Customer Experience Optimisation

2:00 pm - 2:25 pm Facilitating A Seamless Fashion Shopping Experience Through Connected Retail
Carl-Ferdinand Forster, Owner, Connected Retail,Zalando SE

Many brands and retailers have a very traditional retail background with stores as their most important sales channel. However, the customer evolved. Fashion customers nowadays demand a seamless shopping experience. They do not differentiate between shopping online or offline - to them it is most important to find the product they want - anytime and anywhere.

Local stores are facing many challenges, e.g. reaching new customers, especially those of the younger generation and driving foot traffic. Connected Retail aims at helping brands and retailers to overcome their biggest pain points along their digital value chain. It offers solutions focused on brick and mortar fashion stores. Our core belief is that a seamless omnichannel experience to customers is key, not only online but also offline.

Carl-Ferdinand Forster

Owner, Connected Retail
Zalando SE

Track B: Customer Experience Optimisation

2:25 pm - 2:45 pm Optimising Customer Experience with High Performance Media
Chris Zakharoff, Senior Solutions Engineer,Cloudinary
Delivering compelling and dynamic images and video is an essential element of a quality customer experience.  Because of this, 75% of the weight of a given page is media. Unfortunately, this causes user experience to suffer which has a direct impact on your conversion rate.  In this session, Chris explores the connections and differences between customer experience and user experience, paralleling the relationship between Marketing and IT when focused on conversion rate optimisation (CRO) and web performance optimisation (WPO).  Learn how to have the best of both worlds, using media optimally and efficiently, improving performance and your bottom line.

1.  How to remove customer friction by leveraging the double meaning of optimisation, performance, and cost 
2.  How web performance optimization benefits not just your customers, but your marketers and analysts as well
3.  Ideas and examples how to use media effectively to solve marketing use cases throughout the customer journey


Chris Zakharoff

Senior Solutions Engineer

Track B: Customer Experience Optimisation

2:45 pm - 3:15 pm Panel Revolution: Get Tangible Results From Testing
Francesca Contardo, Head of eCommerce,Pandora Jane Austin, Director, Customer Experience & UX,MOO
Creating a culture of testing is critical to your eCommerce success. Learn how to set up a testing program and get the results you need to move the needle.

- Testing at scale, tracking guest response and making constant adjustments along the way
- Focusing on micro-conversions to acheive macro-goals: small wins that pay big dividents
- Gaining buy-in for mobile testing to identify what's necessary 

Francesca Contardo

Head of eCommerce


Jane Austin

Director, Customer Experience & UX

Track C: Email, Retention And Loyalty

1:50 pm - 2:00 pm Chairperson's Opening Remarks

Track C: Email, Retention And Loyalty

2:00 pm - 2:25 pm Turning Customers Into Advocates
Ben Greener, Head of Digital Product ,Andertons
How do you turn ordinary customers into fans, advocates, and influencers?  You target the people who ultimately fuel your user acquisition and engagement- celebrities, industry experts, and content creators, plus loyal users.  This session delves into the importance of fans to alternative engagement and monetization options

•Build your brand and own set of influencers
•Why having your own internal influencers is important
•Learn how audiences respond to content meant to build advocates
•Use external influencers in a different way to help build your brand
•Why advocates and fans will last longer than a casual customer

Ben Greener

Head of Digital Product

Track C: Email, Retention And Loyalty

2:25 pm - 2:45 pm Executive Presentation
Hear about best practices for the future of retail in this dynamic session with Narvar.

Track C: Email, Retention And Loyalty

2:45 pm - 3:15 pm Panel Revolution: Understanding Repeat Customers: What Drives Them To Keep Coming Back
Alice Hastings-Bass, Co-founder, Sumeet Ambre, Head of eCommerce,Tateossian
Retention strategies are intrinsic to retail success. How do you create and sustain customer retention? Our panelists talk through the latest trends in loyalty and retention.

•Not just about points: what the latest trends are to make loyalty programs 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

Alice Hastings-Bass



Sumeet Ambre

Head of eCommerce

Interactive Retailer-Only Roundtables & Think Tank

1:50 pm - 2:25 pm Interactive Roundtable Session: Growing Your Business In The USA - Ideas & Pitfalls
Jonny Brown, Head of Damart USA,Damart
Roundtable discussions are small peer-led group discussions on a diverse set of niche topics. Talk about your key challenges and hear how other retailers are overcoming them.  Space  is limited. 

Topic: Growing Your Business In The USA - Ideas & Pitfalls

Jonny Brown

Head of Damart USA

Interactive Retailer-Only Roundtables & Think Tank

2:25 pm - 3:00 pm Interactive Roundtable Session: Is Your Business Model Suitable For A Digital World?
Hans Edlund, Head of eCommerce,Polarn O. Pyret
Roundtable discussions are small peer-led group discussions on a diverse set of niche topics. Talk about your key challenges and hear how other retailers are overcoming them. Space is limited.

In 2017,  all the growth within retail was in ecommerce, making more and more business leaders focusing on how to shift their business into ecommerce.
But ecommerce is not a given success, and it´s not just about implementing the right systems. To be successful you have to ensure that your business model is suited for a global and digital world.

But how do you ensure that? 

Hans Edlund

Head of eCommerce
Polarn O. Pyret

3:15 pm - 4:00 pm Afternoon Break - Snack Attack

Grab some quick bites in the Exhibit Hall during our final break. This will be your last chance to check out the fantastics solutions on display in the hall.

Track A: Digital Growth Strategies And Cross-Border

4:00 pm - 4:30 pm In Conversation About: Marketplaces: Your Best Friend (Or Worst Enemy?)
Sumeet Ambre, Head of eCommerce,Tateossian Craig Wheeler, COO,Scotts & Co
The marketplace debate continues.  How should they be viewed – a viable sales channel or a conflicting channel for your business?  This panel will examine the pros and cons to help you identify the best marketplace strategy.

•Figuring out what affects marketplaces are having on eCommerce overall
•Competing within marketplaces when necessary: enhancing your product rank 
•Effectively advertising on marketplaces to drive traffic to your site 

Sumeet Ambre

Head of eCommerce


Craig Wheeler

Scotts & Co

Track A: Digital Growth Strategies And Cross-Border

4:30 pm - 4:40 pm Executive Presentation
Hear best practices shaping the future of retail in this dynamic session.

Track A: Digital Growth Strategies And Cross-Border

4:40 pm - 5:10 pm From Bricks To Momentum: A Digital Transformation Roadmap
Anouk De Lange, Director, eCommerce & Marketing,National Lighting
How do you build a successful Digital Consumer Brand from a Traditionally Offline Trade Business?

National Lighting, the UK’s leading lighting manufacturer shared their journey. A firsthand case study on how a traditional business went from offline B2B to digital B2C in just one year. From the launch of a new shopping portal, development of a fresh tone of voice and marketing to a completely unknown audience. This session proves how any brand, no matter how set in their ways, can build a transformation roadmap to digital success.

- From B2B to B2C: Reach a brand-new consumer audience without alienating your core trade customer group.
- Mobile first: Provide consumer and trade customers alike with a fresh cross-device experience they’ll both love.
- Cross-Channel: Set up the right marketing mix by knowing which digital and classic channels to invest in and prioritize.
- Top Level Buy-In: Create order during a digital transformation

Anouk De Lange

Director, eCommerce & Marketing
National Lighting

Track B: Customer Experience Optimisation

4:00 pm - 4:30 pm Panel Revolution: Connecting With Your Customers: Assessing Data To Understand How To Engage Them
Patrick Osborne, Head of Strategic Insight & Reporting,QVC Josie Cartridge, Customer Director,River Island Debbie Bond, Customer Director,Moss Bros Joe Tinston, Director of Customer Retention,Bloom & Wild
The first step to engagement is a real understanding of your customer behavior.  And the first step to obtain that understanding is to use data. This session will walk through how to use data to develop a results driven customer engagement strategy.

•Understanding how to use your data to engage customers 
•Creating and implementing an effective retention program 
•Testing and measuring the effectiveness of your engagement strategy 

Patrick Osborne

Head of Strategic Insight & Reporting


Josie Cartridge

Customer Director
River Island


Debbie Bond

Customer Director
Moss Bros


Joe Tinston

Director of Customer Retention
Bloom & Wild

Track B: Customer Experience Optimisation

4:30 pm - 4:40 pm Executive Presentation
Hear best practices shaping the future of retail in this dynamic session.

Track B: Customer Experience Optimisation

4:40 pm - 5:10 pm Case Study Revolution: The Great Consumer Diaspora
Anthony Long, Global eCommerce Capability Lead,Kimberly-Clark Corp.
The once-organized, easily defined world of shopping has been turned upside down by mobile-toting consumers who have changed their shopping behaviors from a planned "must-do" to an “always on, when I think about it”. Our conversation will travel the path from purchase to creating real relationships with people, with the end-goal of restoring connections with “connected/disconnected” consumers. We’ll discuss new ways of approaching classic e-commerce go-to's such as search and CRM, and bring forward some new thinking that includes the proper role of AI, and how model innovation is the best new way to create value for both your distracted, dispersed customers and you. 

Anthony Long

Global eCommerce Capability Lead
Kimberly-Clark Corp.

Track C: Email, Retention And Loyalty

4:00 pm - 4:30 pm In Conversation About: Generating Content That Engages And Retains Your Customers
Rachel Humphrey, Director, Brand and Partnerships,Birchbox UK Melissa Dunn, Head of Digital Product Development,Sainsburys Argos
Hear from both online only and omni retailers and get their perspectives on content. Retain customers in the long term using a content focused strategy. 
•Understanding the intention of your customer at each stage of the purchase funnel, then deliver compelling content at each stage
•Generating personalization at scale 
•Ensuring features and messaging are optimized mobile-first, using the native features of the device

Rachel Humphrey

Director, Brand and Partnerships
Birchbox UK


Melissa Dunn

Head of Digital Product Development
Sainsburys Argos

Track C: Email, Retention And Loyalty

4:30 pm - 4:40 pm Executive Presentation
Hear best practices shaping the future of retail in this dynamic session.

Track C: Email, Retention And Loyalty

4:40 pm - 5:10 pm Case Study Revolution: Beyond The Hype: What Does It Take To Build A Genuinely Useful Chatbot?
Alex Murray, Director, eCommerce,Lidl
There’s lots of hype around chatbots and virtual assistants, but what does it take to build a useful, entertaining and, well, chatty bot? Alex Murray, Digital Director at Lidl, will share his experience of developing Margot, a virtual wine assistant. Sharing some of the hard learnings, especially the challenge of incorporating natural language understanding, Alex will cover what you should consider for your bot project.
•The need for automation: chatbots can add real value for both businesses and customers. Easily accessible, they live in a space where most people already spend time every day

•Getting Started: the world of AI is still confusing and complex when applied to real world situations. It is key to have a clear end goal in mind, realistic expectations as to what is possible, and find the right partner to build and support future developments

•NLU (Natural Language Understanding): how much is needed? Where are current limitations? How do I know a potential development partner understands this area?

•Creating content and context: creating the right level of expectation using clear language, guides and visual prompts

Alex Murray

Director, eCommerce

Interactive Retailer-Only Roundtables And Think Tank

4:00 pm - 5:00 pm Interactive Roundtable: How To Create An Unbeatable Online Shopping Experience (And Not Win The Race To The Bottom)
Arti Buxi, Manager, Global Commerce – Connected Solutions,Nestle
Roundtable discussions are small peer-led group discussions on a diverse set of niche topics. Talk about your key challenges and hear how other retailers are overcoming them. Space is limited.

Theme/topic for roundtable:  How to create an unbeatable online shopping experience (and not win the race to the bottom)

Why:  Whether you’re a B2C or a B2B retailer, you can bet anything in the world that Amazon is already selling your products or products similar to yours (or will soon be). I believe that every retailer has no option but to provide an outstanding shopping experience (online/offline) that will convert shoppers into paying customers, build loyalty and play the long game.  During the round table, I’d like to discuss what successful online companies/brands are doing to stay relevant with their customers.  This topic has the potential to cover challenges such as product, econtent, people.


Arti Buxi

Manager, Global Commerce – Connected Solutions

5:10 pm - 5:10 pm Close of eTail Europe Day Two