eTail Europe 2017

June 19-June 21, 2017

Queen Elizabeth II Conference Centre, London

44 20.7368.9465

Wilko Klaassen


Wilko Klaassen is CDO at, and is the largest horticultural distance sales (ecommerce and mailorder) company in Europe, prior he had global roles in Husqvarna Group, LEGO and Electrolux. Wilko is an e-Commerce, digital, shopper marketing and Cross/Omni Channel expert and experienced global business and transformation manager. In his current role Wilko is responsible for e-commerce, digital marketing and driving the digitization in the organization.

Omnichannel & Online Growth

4:05 PM CASE STUDY REVOLUTION: Seamless Branded Experience in Path to Purchase

As VP of Global Online, Wilko’s aim is to create a seamless and consistent experience across all touch points during the path to purchase at Husqvarna Group. His team is focused on digital activities to increase traffic to sites, social media and to the store. In this session, Wilko will outline his biggest learning from the past 12 months, including:

How to provide consistency of brand and deliver a seamless online and offline experience
What a ‘brand’ can control and cannot control, across all channels
Where the customer converts and how to make sure you don’t lose them along the way