Etail Europe 14 (past event)

22 - 24 June, 2014

Queen Elizabeth II Conference Centre, London, United Kingdom

Array

Day 1

07:30 - 08:10 Breakfast & Registration in the Benjamin Britten Lounge

08:10 - 08:20 Chairperson's Opening Address

Anthony Citrano - VP of Marketing and Communications edgeCast
Senior Executive, EdgeCast now part of Verizon
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Anthony Citrano

VP of Marketing and Communications
edgeCast

08:20 - 09:00 Building For Mobile First: How Do You Prioritise What To Include On Mobile Vs. Tablet Vs. Online?

Violaine Muras - Head of Digital Commerce Avenue 32 Joel Rendle - Head of Multichannel Retail Bettys Andrew Gilboy - VP EMEA Demandware
What Are The Top Features & Functionalities To Focus On? How Does Responsive & Adaptive Design Fit Into Your Strategy?

More than ever before, consumers are moving between different media channels, platforms and devices to get the most out of their time. According to Google, over 90% of people switch between digital devices in order to accomplish tasks. What additional data does this provide? Takeaways include:

• Knowing what to keep from the print medium and what to leave behind when designing digital mobile products
• Thinking responsively. Designing for all devices, including those that don't exist yet!
• What are the top features & functionalities to focus on for each device type?
o How will that shift in the next 2-3 years?
• The year of the mobile has been – and continues. Huge growth in mobile usage provides even more data but how do we understand how mobile changes customer behavior?
• Customers are using multiple devices and visiting sites more frequently – how do retailers adapt to this?
• How far can you push personalisation without creating a disjointed customer journey?
• What we still can't do yet

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Violaine Muras

Head of Digital Commerce
Avenue 32

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Joel Rendle

Head of Multichannel Retail
Bettys

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Andrew Gilboy

VP EMEA
Demandware

09:00 - 09:25 Personalisation: Using Data Mining And Predictive Analytics To Measure & Learn From Mobile Data, As Well As Integrate With Other Channels

Ilan Benhaim - Co-Founder & Executive Partner Vente-Privee
Traditional Marketing as we know is dead. In this new age, CMO and CIO will have to build a strategic partnership to break the Marketing and IT boundaries. Using Customer Analytics, Big Data technologies and Marketing automation across various digital, social and retail points of interaction, an organization will have to redefine the way how it crafts its customer experience. Customers do not have the patience and tolerance to excuse poor user experience with your brand. How can you re-invent yourself to face this brave new world?


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Ilan Benhaim

Co-Founder & Executive Partner
Vente-Privee

09:25 - 09:50 Consumers are going mobile – are you?

Jon Lord - UK Commerce Director Criteo Marc Thomas - Head of Retail Criteo
With a million people joining the smartphone generation daily, consumers are spending more time on the mobile web than ever. As a result, a growing number of e-commerce sales are made on tablets and smartphones, and most users engage mobile at some part of the buying journey. Clearly, mobile represents a huge opportunity for retailers to extend campaigns beyond desktop users and desktop sessions. In this must-see presentation for online retailers, Criteo’s Commercial Director Jon Lord and Head of Retail Marc Thomas will dissect these trends, discuss current barriers and preview some game-changing options coming down the pipe fast.
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Jon Lord

UK Commerce Director
Criteo

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Marc Thomas

Head of Retail
Criteo

09:50 - 10:15 Discovering How To Create A Highly Personal Online Experience Beyond Just Recommendations

Martin Newman - Chief Executive Officer Founder Practicology
Martin Newman, a global thought leader, will share case studies of how leading retailers around the World are putting the customer at the heart of their online and multi channel business and personalising their experience in order to drive sales, engagement and customer lifetime value.

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Martin Newman

Chief Executive Officer Founder
Practicology

10:15 - 10:40 Innovating Analytics: Gaining a Competitive Advantage in a Customer-Driven World

Eric Feinberg - Senior Director, Product Strategy Answers Cloud Services

Retailers are facing tremendous challenges as they try to navigate through today’s customer-driven landscape. As this generation of multi-channel, multi-device consumers’ expectations and technological capabilities continue to evolve so too must the analytics used to measure the experiences they have with companies.

Answers Cloud Services Senior Director of Product Strategy, Eric Feinberg, will discuss the need for a comprehensive system of metrics that eliminates metric silos to better support today’s consumer and measurement reality. He will explain how this new generation of predictive customer experience analytics can be a strategic asset and help increase the velocity of growth for retail businesses.

What You’ll Learn:

• How to connect the dots between what an anonymous visitor does online or in mobile…and connect that intent to what actually happens in the store or online at a later date

• What the next generation of Customer Experience Analytics is and how it will help you better understand the customer experience

• How predictive customer experience analytics can help you manage your business more effectively and how to take Net Promoter Score to the next level




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Eric Feinberg

Senior Director, Product Strategy
Answers Cloud Services

10:40 - 10:50 Mobile is Not for Browsing, It's For Buying--Klarna Checkout Increases Conversion by 44%

Niklas Adalberth - Deputy CEO and Board Member Klarna
2014 is the year of the mobile. This mobile revolution can have immense impact on e-retailers’ businesses. Many e-retailers believe that consumers use mobile simply as a channel for marketing or research, and that consumers carry out actual purchases in physical stores. Klarna’s view is that this is the case only because there have been no successful payment alternatives, until now. Mobile is not for browsing, it's for buying
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Niklas Adalberth

Deputy CEO and Board Member
Klarna

10:50 - 11:20 Morning Networking Break In The Benjamin Britton Lounge




TRACK A: Mobile & Tablet Summit

11:20 - 11:21 Chairperson's Opening Remarks John Trowell - Marketing & Merchandising, UK Business Manager IBM



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John Trowell

Marketing & Merchandising, UK Business Manager
IBM

TRACK B: Customer Data & Insights Summit

11:20 - 11:21 Chairperson's Opening Remarks Kerry Wright - Head of Marketing Purple WiFi



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Kerry Wright

Head of Marketing
Purple WiFi

TRACK C: Digital Marketing 2.0 Summit

11:20 - 11:21 Chairperson’s Opening Remarks Kath Pay - Marketing Director Cloud.IQ



Kath Pay

Marketing Director
Cloud.IQ

Track A: Mobile & Tablet Summit

11:21 - 11:50 Building For The Future: How And Why River Island.Com Went Responsive Helen Colclough - Ecommerce Development Manager River Island Jamaal John - Senior Digital Design Manager River Island
Hear the inside story on how one of the most well-known and historic brands on the UK High Street took the decision to launch an innovative site redesign and structure. The RI.com team will take you through their decision making and design process for their new site and how it supports the multichannel strategy of the business. They’ll discuss some of the impacts of the new site as well as share tips on how to avoid some of the pitfalls of a project on this scale. This session will cover:
• How River Island.com innovates in development
• The key considerations for their Responsive site
• What they learned along the way
• Project outcomes



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Helen Colclough

Ecommerce Development Manager
River Island

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Jamaal John

Senior Digital Design Manager
River Island

Track C: Digital Marketing 2.0 Summit

11:21 - 11:50 Groundbreaking Data Strategy: How To Collaborate With Partners To Monetize Customer Insights & Analytics Fred Prego - Insight and Reward Director Game.co.uk
The beauty of data is it can be used to understand what is on the consumers mind. It is an evidence based vs. a gut based approach. But when speaking to upper management, the reality is how do you monetise it? What are the practical solutions? This session will look at how to get the most of your database to help change the fortunes of your business. It will delve into how GAME combines unique research and data insights to deliver successful consumer strategies that have helped the company consolidate its leadership of the gaming market. Finally, it will look at how GAME is working with its suppliers and partners to enrich its own database to provide the most powerful insights in the gaming industry.
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Fred Prego

Insight and Reward Director
Game.co.uk

Track B: Customer Data & Insights Summit

11:21 - 11:50 The Power of Data: Improving ROI from Facebook Kelly Hussey - Head of eCommerce Beyond Retro

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Kelly Hussey

Head of eCommerce
Beyond Retro

Track A: Mobile & Tablet Summit

11:50 - 12:20 UX Best Practices for Mobile and Tablet Carin van Vuuren - Chief Marketing Officer Usablenet
Mobile has become a basic consumer expectation, and many brands are investing in the tools and technology needed to ensure a quality customer experience across all their digital touch points. Formerly the domain of developers, User Experience is emerging as a strategic tool for marketers. Good UX is key to ensuring that users can easily navigate a mobile site and understand how to use it. Good UX is what helps a user decide within seconds whether a site is worth their time. In this presentation, Carin van Vuuren from Usablenet will review the timeless principles that deliver results and ensure an effective user experience.
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Carin van Vuuren

Chief Marketing Officer
Usablenet

Track B: Customer Data & Insights Summit

11:50 - 12:20 Become a Real-Time Retailer: How to Use Personalisation as your Future Growth Strategy Graham Cooke - Managing Director and Founder Qubit Tim Stacey - On Line and Business Development Director DFS Furniture
We’re part of the Apple, Facebook and Google generation, where simplicity and usefulness are implicit to online success. Businesses need to think fast and fail faster to deliver this promise, using data to inspire marketing decisions and create seamless online experiences. At the heart of this marketing renaissance is personalisation; the ability to target content, products or offers to specific groups of people based on their onsite behaviour or demographics.

In this presentation, Qubit CEO Graham Cooke teams up with On Line and Business Development Director Tim Stacey of DFS Furniture. Together they’ll explain the practical steps needed to deliver personalisation in real-time, from data collection and processing to finding insights and having the right team behind you. Tim will offer first hand case studies of how DFS approaches their conversion optimisation strategy, illustrating with rich examples. Expect a highly visual presentation peppered with research, video and practical inspiration for immediate use in your business.
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Graham Cooke

Managing Director and Founder
Qubit

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Tim Stacey

On Line and Business Development Director
DFS Furniture

Track C: Digital Marketing 2.0 Summit

11:50 - 12:20 Adobe Case Study With Retail Client Jamie Brighton - Strategic Marketing EMEA, Marketing Cloud Adobe

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Jamie Brighton

Strategic Marketing EMEA, Marketing Cloud
Adobe

Track A: Mobile & Tablet Summit

12:20 - 12:50 FIRE-SIDE CHAT: Migrating From Non Responsive To Responsive Sites Natalie Thng - Head of E-Commerce Temperley London
Responsive design is all of the rage right now. When you shift to a responsive site, how big a project is it? How much extra resource does it require to update each site? What are lessons learned? This session will investigate:

• Most people have a mobile site, what is the role of responsive sites? Can we get rid of the mobile site?
• Apps are often out of sync of mobile web experience. How do you create consistency of features & experience between the two?
• Content management- how can responsive help me deliver a single set of content intelligently across devices?
• Getting to grips with break points- what is the best approach there?
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Natalie Thng

Head of E-Commerce
Temperley London

Track B: Customer Data & Insights Summit

12:20 - 12:50 John Lewis - Our Journey to Omni-Channel Retailing Julian Burnett - Head of IT Architecture and Business Process Unit John Lewis
John Lewis celebrates its 150th anniversary this year and over this time has developed into the UK's leading omni-channel retailer. Julian Burnett will share some of the challenges overcome and the approaches taken along the way and provide insight into the success factors John Lewis sees as critical for the future of omni-channel retailing. Julian will highlight the crucial enabling role that new and emerging technologies will play across retail channels, in core retail and supply chain operations and in the underpinning technology foundations, and discuss the importance of thinking and acting in an omni-channel way from business and IT strategy development; through investment planning; and the governance of large scale integrated transformation programmes, emphasising the need for interconnnectness across all aspects of John Lewis.
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Julian Burnett

Head of IT Architecture and Business Process Unit
John Lewis

Track C: Digital Marketing 2.0 Summit

12:20 - 12:50 Understanding The Latest Development In Key Areas Of Digital Marketing To Engage Customers & Drive Traffic Kate Simon - Group Marketing Director blinkbox by Tesco
- Digital marketing and its evolved role in the broader marketing toolkit / marketing strategy
- Personalisation & relevancy
- Content marketing & data
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Kate Simon

Group Marketing Director
blinkbox by Tesco

Track A: Mobile & Tablet Summit

12:50 - 13:00 IBM Innovation Spotlight John Trowell - Marketing & Merchandising, UK Business Manager IBM


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John Trowell

Marketing & Merchandising, UK Business Manager
IBM

Track B: Customer Data & Insights Summit

12:50 - 13:00 Innovation Spotlight with Purple WiFi Kerry Wright - Head of Marketing Purple WiFi


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Kerry Wright

Head of Marketing
Purple WiFi

Track C: Digital Marketing 2.0 Summit

12:50 - 13:00 Innovation Spotlight with CloudIQ Kath Pay - Marketing Director Cloud.IQ


Kath Pay

Marketing Director
Cloud.IQ

Track A: Mobile & Tablet Summit

13:00 - 13:30 The low-down on mobile Justin Opie - Managing Director IMRG


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Justin Opie

Managing Director
IMRG

Track B: Customer Data & Insights Summit

13:00 - 13:30 Discovering How To Link Online, Offline, Social & Other Data Together In Your CRM To Create Automated One On One Conversation Ryan Davies - Head of Loyalty & CRM Mothercare
Mothercare is currently working towards how data & CRM can be used to have a one on one conversation in an efficient way. In order to do this they are rebuilding their old CRM, linking store data and putting in a social platform. When customers are in-store, it is harder to catch the details. Therefore, they are enabling online and offline to work together.

Building on his presentation from last year, Ryan will share how far Mothercare has come in their journey and how their reformed data strategy has resulted in a far more personalised customer experience.

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Ryan Davies

Head of Loyalty & CRM
Mothercare

Track C: Digital Marketing 2.0 Summit

13:00 - 13:30 Integrating Mobile Into Your Marketing Campaigns Simon Dupuy - Head of Online Marketing Expedia
• Understanding what has worked & not worked in linking mobile with more traditional media
• Understanding how you can influence consumers based on location
• Determining how to measure your marketing spend in the mobile environment to be confident it delivers the ROI you require for your investment
• Moving customers from researching on their mobile to acquiring on your site
o How do you measure that and re-engage that audience? How will people measure in the future?


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Simon Dupuy

Head of Online Marketing
Expedia



Track A: Mobile & Tablet Summit

14:30 - 15:00 Mobile Strategy Panel: Determining How Many Devices You Should Support, The Demographics of Each Ecosystem & How to More Effectively Target Those Consumers Steve Wind-Mozley - SVP eCommerce BBC Worldwide Rajeev Aikkara - Portfolio Manager - Channel ASOS

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Steve Wind-Mozley

SVP eCommerce
BBC Worldwide

Rajeev Aikkara

Portfolio Manager - Channel
ASOS

Track B: Customer Data & Insights Summit

14:30 - 15:00 Understanding How Legacy Systems And IT Infrastructure Can Communicate Effectively Together With Emerging Channels To Gain A 360 Degree View Of The Customer Alex Chruszcz - Head of Insight and Pricing Asda
• Understanding how to create meaningful insights from data transaction reports
o Do you use transactional data and analysis from that to drive online tooling?
o Would you use back office system like SAP, Cognus to hold CRM?
• Determining how to create better automation by connecting data to front end systems
• Omni-channel customers are worth twice as much as single channel :
o How do you migrate more single to multi-channel?
• If you know someone who is multi-channel, you know they are going to shop in-store too:
o How do you more effectively target them?



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Alex Chruszcz

Head of Insight and Pricing
Asda

Track C: Digital Marketing 2.0 Summit

14:30 - 15:00 Breaking Down Social Media Marketing To Determine Click Through Rates, Engagement Of Consumers & ROI From This Channel Shivani Tejuja - Digital Operating Adviser Apax Partners
• Learn how goal directed customers are often taking things into their own hands and cutting organisations out of the loop entirely
• Getting to grips with what is the right level of engagement
o What do people want? Anonymous reviews? Recommendations from friends? Data from crowd?
• Discovering what the right level of content is to persuade users to achieve their goal
• Demystify all the hype around social media - is it the ultimate channel or just part of a rich mixture?



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Shivani Tejuja

Digital Operating Adviser
Apax Partners

Track A: Mobile & Tablet Summit

15:00 - 15:30 Customer Success: Implementing Mobile Analytics at TUI Adrian Maguire - General Manager, Web Analytics TUI Tim Benhart - Director of Implementation Services Ensighten
As TUI consumers embrace a more mobile experience, there is a high need for technology to keep up with the growing mobile experience demand. Learn about how TUI is leveraging Ensighten in conjunction with their analytics partners to better understand consumer behavior. Discussion topics will include why TUI is using Ensighten, details of the implementation, and key lessons learned. Hear from Adrian Maguire, TUI’s General Manager of Analytics on how they leverage Ensighten to gain the analytics intelligence and marketing agility needed to better serve their mobile customers.firstchoice.co.uk websites.

Adrian Maguire

General Manager, Web Analytics
TUI

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Tim Benhart

Director of Implementation Services
Ensighten

Track B: Customer Data & Insights Summit

15:00 - 15:30 AdRoll's Brian Brady, Head of Account Management EMEA presents on: "Turning Browsers into Buyers" Brian Brady - Head of EMEA Account Management AdRoll
Featuring a Q&A with Michael Cowan, Executive Director of eCommerce, Chain Reaction Cycles

Brian Brady

Head of EMEA Account Management
AdRoll

Track C: Digital Marketing 2.0 Summit

15:00 - 15:30 How to Drive Ecommerce Sales with Effective Content Marketing David Bowen - Product Manager, eCommerce Episerver


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David Bowen

Product Manager, eCommerce
Episerver

Track A: Mobile & Tablet Summit

15:30 - 16:00 Outsiders Have Great Ideas Too! Embracing Open Innovation Nick Lansley - Head of Open Innovation Tesco
Tesco has embarked on a programme of engagement with startups, SMEs and other organisations. This work has included sponsorship of startup hub Rainmaking Loft in London, and the creation of Nick Lansley's new role heading open innovation for the newly formed 'Tesco Labs' innovation group. In this presentation, Nick explores why Tesco is looking outwards (as well as internally) for great sources of innovation, and reveals what happens to those that respond to the challenge. It will cover:

• Creating centres of innovation excellence in research, development, open innovation, design and culture
• Tapping into the culture of innovation of colleagues through events such as 'hackathons'
• Tapping into the pool of wisdom in the start-up & SME community - and using our scale for good to help us succeed together
• Filtering the best ideas by asking the simple question, “How does this idea benefit our customers or colleagues?”
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Nick Lansley

Head of Open Innovation
Tesco

Track B: Customer Data & Insights Summit

15:30 - 16:00 Utilizing WiFi & Location Data to Drive Future Online Purchase or Footfall Simon Chatfield - Head of eBusiness & CRM Heathrow
Simon Chatfield, Head of eBusiness & CRM, Heathrow

Covering five square miles and processing nearly 200,000 passengers each day (over 70 million per year) Heathrow is one of the world’s busiest airports . With over 200 different outlets, Heathrow is also home to some of the world’s most successful retail space with annual net sales of over £1.7 billion. Learn how Heathrow is using its new passenger WiFi and digital mapping services in combination with traditional CRM practices to protect and drive these commercial returns.
• How is Heathrow ‘making every journey better’?
• Can improved passenger experience translate into commercial return?
• What value in WiFi and location services?
• What learnings from Heathrow’s experience?
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Simon Chatfield

Head of eBusiness & CRM
Heathrow

Track C: Digital Marketing 2.0 Summit

15:30 - 16:00 Focusing On Your Content Marketing Strategy To Increase Natural Rankings Matthew Ridout - Head Of Seo Farfetch
Historically, as marketers, content has been our responsibility. But today, everyone seems to have a role in content development and management. While it can be one of our most powerful tools, if you don’t learn how to properly develop and distribute content, you’re spinning your wheels. Matthew Ridout explains how to best lay out your roadmap to maximize the value of your content development.

· Learn how to best align your content with short and long
· term marketing objectives
· Hunt and source content with an editorial plan and employee activation
· Understand the opportunities that come with creating content within content
· Create a finely tuned and targeted distribution plan


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Matthew Ridout

Head Of Seo
Farfetch

TRACK A: Mobile & Tablet Summit

16:00 - 16:10 Soasta Innovation Spotlight Chris Addis - VP EMEA SOASTA



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Chris Addis

VP EMEA
SOASTA

Track B: Customer Data & Insights Summit

16:00 - 16:10 What's the best customer journey for an introvert? Edward Weatherall - Client Director of Consumer Analytics VisualDNA
VisualDNA has created the world's largest psychometric database. Ed Weatherall will show retailers why personality big data = better understanding, increased conversion rates and richer customer experiences.
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Edward Weatherall

Client Director of Consumer Analytics
VisualDNA

Track C: Digital Marketing 2.0 Summit

16:00 - 16:10 Innovation Spotlight



16:10 - 16:40 Afternoon Networking Break In The Benjamin Britten Lounge




Track A: Mobile & Tablet Summit

16:40 - 17:10 Using New Technologies to Attract Customers Gina Deeble - Director of Multi-channel Planning & Commerce QVC
As one of the few retailers in the UK able to reach customers on every screen in their home - and on the move – at QVC UK we integrate live TV into every shopping experience. New technologies are constantly evolving, so how do you stay ahead of the opposition?

• What can you learn from QVC’s omnichannel experience?
• How to truly engage customers in the digital world, even more than in a store
• With all the hype – are customers really using TV apps and what opportunities does Smart TV offer?
• TV is still the best marketing tool available, what makes QVC diff erent?