eTail Europe 2020

23 - 24 June, 2020

Queen Elizabeth II Conference Centre, London

The European eCommerce Strategy Blog

At eTail, we love giving away plenty of free content, so you can always keep up with the latest developments in the industry. Below we have a few of our most popular research briefs and case studies.

How New Look Is Achieving More by Doing Less

Learn how New Look is achieving more by doing less after reducing its in-store inventory by 25% and its online inventory by 32%

Staying on Top of Geopolitical Disruption in 2020

Retailers are most affected by geopolitical disruptions. As the political landscape shifts, we must adapt and identify new opportunities amidst uncertainties.

The Evolution of Personalization: Approaching a Single View of Your Customer

Many eCommerce brands are still not using personalisation to its fullest potential. Learn how you can hyper-personalise your customer interactions.

What Kind of Digital Experience is 'The New Norm' for Ecommerce Success?

Customers today are more demanding than ever. Mobile-optimized sites, personalization, etc are now just the baseline.

Identifying New Revenues Due to Changes in the High Street

For many years now, analysts and industry experts have been sounding the death knell for the high street and the ascendance of ecommerce to the retail throne. And while it's quite possibly true that things may be heading in that direction, it's certainly too soon to count brick and mortar out yet.

The State of Click and Collect in 2020

In the arms race for fast and cheap home delivery options, it is the final mile of a package's journey which causes the biggest headache for retailers serving the ecommerce space. One way in which retailers are tackling the issue of the last mile is with click and collect, where customers arrange to have their package left at a separate location — usually a supermarket or other business premises — for them to pick up at a convenient time.

Brands in Europe Are Making Sustainability Standard Practice

As environmental consciousness and social responsibility gain a greater share of public awareness, sustainability is becoming a desirable option for retailers in all segments. Though there's no "one size fits all" approach that can suit all organizations, there are several routes that a brand can take, and there are compelling reasons for retailers to adopt sustainability best practices of one kind or another.

Patterns of Occupancy and Digital Integration Are Changing the Role of the Store

The shift to eCommerce has led to a dramatic rise in physical store closures, with even household names like Marks and Spencer, Debenhams, and Mothercare feeling the pinch. With convenience and a world of choice merely a click away, and direct-to-consumer brands capable of delivering products to the customer within hours, retailers are having to rethink the part that physical outlets play in promoting their survival in this new economic reality.

Customer Experience and Convenience Are Winning Customers

Customer experience is quickly emerging as the number one business differentiator and driver of growth — the battleground upon which customers are won and lost. A recent study reveals that experience-led businesses have 1.6x higher brand awareness, 1.9x higher order values, 1.6x higher customer satisfaction rates, 1.7x higher customer retention rates, 1.9x higher return on spend, and 1.5x higher employee satisfaction.

Mapping Out the Next Ten Years on the High Street: How Can Retailers Be Innovative?

As we begin a new decade, retailers are wondering how to stay ahead of the curve and maintain their innovative and competitive edge over the next ten years. Several emerging trends and current realities will have to be taken into account by organizations looking to be market leaders in the 2020s.

Diversifying Your Revenue Streams as an Online Retailer

To diversify one's revenue streams means to identify new ways to bring money into your organization and leverage those opportunities. At this point, you may be thinking this means acquiring new brands or starting up the next Netflix like our examples above, but the reality can be much simpler and require far less investment on your behalf.

Attribution Modeling and Measuring the Performance of Your Digital Marketing Channels

For retailers, understanding the steps that a customer takes before making a purchase can be just as valuable as the sale itself. Being able to identify these steps empowers marketers to create environments where these stages can be recreated with other consumers, leading to further sales. Achieving this insight and monitoring marketing performance requires skills and specialist techniques — one of which is attribution modeling.

The Changing Role of Physical Stores in the Modern Retail World

We are all aware of the proliferation of showrooming — the practice of viewing or trying on products in-store only to purchase them online — and its popularity with customers. While the practice does result in lost revenue for physical retailers, it does suggest that the brick and mortar store does still have a role to play in even the most digitally native shopper's buying journey.

Yum! Brands is Using Omnichannel to Turn KFC and Pizza Hut RED

When a business has long held a reputation as a brick and mortar experience, it can be difficult for them to achieve these goals in the digital age. This is especially true of restaurant brands who are known for being predominantly dine-in experiences rather than for takeaway.

Whittard of Chelsea is Back , Mostly Thanks to Chinese Singles Day

During 2018's Chinese Singles Day, shoppers in China racked up a staggering $30.8 billion in retail sales - a 27 percent rise on the previous year. The day has now eclipsed Cyber Monday in the US in terms of sales and now has Black Friday firmly in its sights.

Moleskine is Changing Content Marketing with Launch of Fold Magazine

Moleskine's concept was to launch a magazine style content hub from which all its blog posts could be accessed. Launched a year ago, Fold Magazine has since evolved into a stylish and diverse content source with a wide range of articles and topics from which users can select.

How Brexit Could Impact Amazon and Other Online Retailers

Brexit - deal or no-deal - it will almost certainly result in the British people have less disposable income in their pockets. The resultant tightening of the belts of a poorer population will likely reduce consumer spending, especially on the sorts of non-essential goods Amazon specializes in.

Best Way to Take Advantage of Marketplace Platforms Such as Amazon's

Having a custom website built from scratch, you can expect to pay anything from a few hundred to tens of thousands of pounds. Design, coding, hosting, ongoing maintenance, all these factors start racking up the cost.With a marketplace option, there is nothing but the usually very reasonable subscription fees to pay.

Multichannel Differentiation: Lessons From A Top 20 US Retailer

All of your company’s content, social messaging or advertising campaigns offer an opportunity for your customers to interact with your brand.

Here's How Aldi and Lidl are Taking Their Discounts Digital

Germany-based Aldi and Lidl have been disrupting the UK supermarket industry for some time now with their low-price grocery strategy. Now they are looking to do the same thing to the digital world.

How Chatbots Are Reshaping Ecommerce

Chatbots are on the rise, creating a potential goldmine for ecommerce as businesses look for new ways to attract, entertain, and monetise an audience.

Here's How Matalan Is Winning Big from a Stronger Focus on Omnichannel

The omnichannel imperative for retailers has never been more pressing. In the UK, 95% of shoppers interact with a brand across multiple channels - meaning that there now remains only a very small minority that stick to just one channel.

Here's How British Ecommerce Businesses Can Get Ready for Brexit

Ever since Britain held a referendum to decide the future of its membership with the European Union the business world has been wracked with uncertainty. However, there are some ways post-Brexit ecommerce companies can make sure they're ready.

Here's How John Lewis Is Engaging the Mobile Customer in Stores

High-end UK department store chain John Lewis is widely regarded as somewhat of a trailblazer when it comes to customer experience - and its strategy to engage the mobile customer is no exception.

Here's How Sainsbury's is Using Big Data to Drive Customer Experience

Retail data has been a major component of driving customer experience for a while now. However, as we move into 2018, fresh thinking is required to make sure methods don't go stale.

Lego Has the Building Blocks for Social Media Success

Discover how Lego creates and leverages tailored content to engage customers across its social media channels.

Snacking on Data: How Graze Uses Analytics to Deliver Personalisation and Multi-channel Growth

Data-fueled personalization is key to Graze's growth strategy. Here's how they do it.

Mind the Gap: Why Digital Skills Need to be a Priority for 2020

As digital transformation ripple through almost every industry, brands need to future-proof themselves by addressing the digital skills shortage.

River Island Ominchannel Strategy

Bringing their online channel strategy into the store has been key for River Island's success on the high street.

Boots Sales Assist App Prescribes a Better Customer Experience

Boots is in an ideal position to improve its services with this kind of assisted selling.

Multichannel Differentiation: Lessons From A Top 20 US Retailer

All of your company’s content, social messaging or advertising campaigns offer an opportunity for your customers to interact with your brand.

Anya Hindmarch Uses Immersive Experiences to Engage Its Audience

Most brands get around this by using social media platforms such as Facebook, Twitter, and Instagram. In fact, some of the more successful commercial social media accounts have almost developed a personality of their own and become minor celebrities in themselves

John Lewis Is Bringing Its IT In-House to Take Back Control of Ecommerce

John Lewis make software development and quality assurance more intuitive. A consequence of this containerisation is that the end products are more accessible and intuitive across the entire ecommerce business.

Made.com Prepares for Brexit by Diversifying Its Supply Chain

The first of these steps is to significantly expand its operations in Europe. The London-based company recently announced its intention to open in four new European countries - Portugal, Italy, Denmark, and Sweden. Once completed, these additions will increase the brand's global footprint to 13 countries in total.

Depop Is Using Machine Learning to Boost Its Mobile Retail Platform

Depop is now considering adding a consignment option for users. In the past, an item would be listed and the seller would wait to receive offers from interested parties. However, the new service would have the item given off consignment to a third-party site which processes images and guarantees its authenticity

British Clothing Retailer Joules Christmas Strategy

One of the key innovations which is allowing Joules to continually adapt to changing customer behaviour is its adoption of an intelligent recommendation engine.

River Island Is Partnering with Amazon Web for Its Digital Transformation

To truly become a competitive force in this new marketplace, River Island needed a platform which was reliable and could scale up or down as was required. And what better provider for hosting an online retail platform than the undisputed kings of ecommerce - Amazon.

Moonpig Is Opening a Manchester Tech Hub and Revitalising Its Marketing

The company's recently-opened London headquarters and will be dedicated to coming up with new technology-based solutions to soothe Moonpig customers' gift-buying woes. This could potentially include new mobile app-based ways of interacting with the brand.

Unilever's e-Commerce Strategy Revamp Product Photos and Packaging

With more and more online shopping being carried out on smartphones, it's crucial that product listings and other elements of a brand's ecommerce presence are formatted for these devices.

How Marks & Spencer Is Using Instagram Strategy to Attract Millennials

M&S has started using the Instagram platform in earnest, sharing a wealth of content through its own account. The company is sharing material it knows younger people want to see, including fashion, food, and socially-conscious content such as body-positive imagery.

Sainsbury's Is Using Big Data and Analytics to Drive Its Digital Strategy

While it may seem data is constantly being discussed in a negative light, responsible companies should not be discouraged from using it to help them better understand their customers and drive new experiences and sales.

Tito's Handmade Vodka Brings Ecommerce Strategy to the Drinks Industry

Texas-based craft spirits brand Tito's Homemade Vodka thinks it has come up with an innovative solution to marketing its products online - with a new partnership with food-based social media platform Allrecipes.

La Redoute International Uses Instagram at the Heart of Its Digital Strategy

La Redoute has fully embraced the concept of user-generated content, with its Instagram account proving incredibly popular with its audience. In fact, La Redoute's Instagram has become so popular that one of its products, the Afaw Berber rug, has its own account.