eTail Europe 2017

June 20-June 22, 2017

Queen Elizabeth II Conference Centre, London

44 20.7368.9465

Charlotte Briscall

Head of Digital Experience
Sainsbury's

Charlotte Briscall has been leading the Digital Experience team at Sainsbury’s since February 2014. In this role Charlotte has built a digital experience capability covering ux, insights, research and delivery from zero to a team that now has design responsibility across the online groceries business, digital payments, retail labour management, HR services and Sainsbury’s Bank. She studied Product Design at Brunel University and sits on the examination board for the Global Innovation Design masters at the Royal College of Art and Imperial College London.



Digital Transformation

09:10 AM KEYNOTE: What Was, What Is & What Will Be - Taking The Next Steps In Digital Experience

What distinguishes customer-centric organisations from other companies that proclaim their customer focus? In short, they’ve re-oriented their entire operating model and eCommerce design around the customer, increasing profitability in the process. Charlotte is a digital director of design with over fifteen years experience working in both large in-house creative teams and agencies. Here Charlotte takes you on Sainsbury’s digital experience journey so far and offers valuable lessons that can be applied in your own retail environment:

Define the customer experience, then deliver it in a completely channel-agnostic way
Constant testing of mobile and desktop features and functionality to keep ahead of customer expectation
Invite customer feedback and take action on it to make their journey frictionless