Etail Europe 14 (past event)

22 - 24 June, 2014

Queen Elizabeth II Conference Centre, London, United Kingdom


Day 2

07:20 - 08:00 Breakfast & Registration in the Benjamin Britten Lounge

08:00 - 08:05 Chairperson’s Opening Remarks

Michael Mokhberi, CEO,Apptus

Michael Mokhberi


As the marketplace becomes more & more saturated, it becomes very difficult to differentiate. There is a fine line between the sites that get traction & those that don’t. In this environment, how do you create loyalty? How do you remain unique? This session will investigate:

o Discovering how to maintain a USP when differentiating factors are becoming hygiene
o Determining how technology can enable a better experience
  • If everyone has same technology, how do you improve?
o Investigating the 3 levers- price, range and service
  • Cannot have best price, biggest range and great service and make money
  • How do you best optimise that and where do you fit?
o Realising how to get to know your customer better
  • How well do you know your customer?
  • Do you understand their habits?
  • What makes them drop out?


Xavier de Lecaros-Aquise

COO and Co-Founder
Girl Meets Dress


Julian Baker

Cross Channel Marketing Director
White Stuff


Adrien Nussenbaum


Franck Zayan

President of eCommerce
Conde Nast

Ian Chambers

Chief Digital Officer

08:45 - 09:10 Shutl Case Study with Retail Client

Sam Phillips, Head of Engineering, Local,eBay (Shutl)

Sam Phillips

Head of Engineering, Local
eBay (Shutl)

- Operations: Evaluating the models to optimise delivery
o What delivery options do you currently offer? What should we be offering?
- Determining which partners to engage with
o Couriers/services? Click & collect? Collect ? Shutl?
- Linking online with in-store through click & collect
o Discussing how to make this work practically with real time inventory levels
o How can customers be upsold when in-store?
- Improving the customer experience:
o How do you have a better impact on returns/refunds?
o How do we create a good experience behind the scenes? Customer is king
o How do you entice customer to go above free delivery?
o How do you operate in a world with a demanding customer

Jon Asbury

Multi Channel Director
Go Outdoors


Maxim Romain

General Manager, European Business


Mark Robinson

Customer Delivery Operations Director
John Lewis

09:50 - 10:10 PUMA Kick-Starts Digital Commerce Internationally

Andreas Hindelang, Head of eCommerce, EEA & EEMEA,Puma
PUMA, one of the largest sports and lifestyle brands in the world, runs a global commerce business that serves its consumers across 30 countries. Hear from PUMA’s Head of eCommerce EEA & EEMEA, Andreas Hindelang, how PUMA leveraged Demandware’s cloud-based technology to rapidly roll out global operations, established on-the-ground operations to move faster and organized the global commerce teams to balance central brand control with local brand autonomy.

Andreas Hindelang

Head of eCommerce, EEA & EEMEA

10:10 - 10:30 Creating An Environment That Allows You To Be More Flexible, Test Things At A Much Easier Rate And Lower Cost

Jonathan Wall, Director of eCommerce,Shop Direct Group Ltd
How Do You Build A Technology-Ready, Responsive, Nimble Environment?
• Moving from 1 test a year to 100 a year. Find out how Shop Direct has developed a nimble and robust testing environment
• How does Shop Direct use Experimentation to drive results from its testing program
• Bringing the customer to the heart of our business through our new UX Labs
• Case Studies of successful tests

Jonathan Wall

Director of eCommerce
Shop Direct Group Ltd

10:30 - 11:00 Morning Networking Break In The Solutions Zone

11:00 - 11:20 TED GUEST SPEAKER PRESENTATION: Lessons From An Ad Man

Rory Sutherland, Executive Creative Director,Ogilvy & Mather
Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value -- and his conclusion has interesting consequences for how we look at life.
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.

An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.


Rory Sutherland

Executive Creative Director
Ogilvy & Mather

11:20 - 11:50 How Internet Icon Shutterfly Grew its Organic Search

Darren Johnson, Head of Sales,BloomReach Mitra Naeimi, Sr Director, Internet Marketing,Shutterfly
Shutterfly helps millions of people share life's joy through personalized photo products and services. With the help of BloomReach, it has seen its organic traffic to targeted pages increase by double-digit percentages. Mitra Naeimi, Shutterfly’s senior director of Internet marketing, and Darren Johnson, BloomReach’s head of sales, talk about new ways for customers to discover Shutterfly products both when searching on its site and when searching the wider Web.

Darren Johnson

Head of Sales

Mitra Naeimi

Sr Director, Internet Marketing

11:50 - 12:20 PANEL: Restructuring Organisations To Be More Customer Centric & Move Away From Siloed P&L Channels How Can You Educate The C-Suite To Think More Like The Customer?

Andy Harding, Director of eCommerce,House of Fraser Lynn Ritson, Brand Communication Director,Karen Millen Simon Harrow, Digital Investor, Haatch and CEO, Elevaate,Haatch Harry Parkes, Director of Consumer Analytics,VisualDNA
Most retailers are facing an increasingly multi-channel customer who interacts with their business across multiple touch-points. Too often these touch-points are disconnected, with the data residing in a host of legacy systems. With many POS systems existing long before Facebook was ever conceived, being able to join up these and other systems makes it very challenging. You are merging lines and customer cost because shoppers don’t think in terms of channels, they just want a consistent, connected overall experience. In order to transition from brick and mortar towards e-commerce and multi-channel, not only do retailers need a clear strategy and an action plan, but also a strategy of how to communicate, involve, convince and empower employees to move from concept to reality. - Management is focused on investing where they have seen a return in the past o How do you demonstrate ROI to reshape their strategy? - Determining if there should be just one champion or if the business is mature enough to make everyone accountable for omni-channel - Chunking to break strategy in 3-4 week windows - Utilizing IT at a strategic level to educate the C-Suite on what is and isn’t achievable - Understanding how to set targets for different parts of the business, o How do we reward people for achieving those targets and how do we avoid conflict when we do that?

Andy Harding

Director of eCommerce
House of Fraser


Lynn Ritson

Brand Communication Director
Karen Millen

Simon Harrow

Digital Investor, Haatch and CEO, Elevaate


Harry Parkes

Director of Consumer Analytics

How brands can gain competitive advantage with targeting and personalisation

Alex Henry

EMEA Director of Client Solutions

Rob Tucker

Head of Digital Media

• Getting to grips with what the customer journey means
o How do you break down online/offline, presales/aftersales, monochannel/multichannel?
• Understanding how to evaluate the different points of the customer journey & measure it
• Determining if there is one or many customer journey types and how to treat each one
• Allocating and managing budgets
o What role does the customer journey play in this?
o How does mobile fit into the idea?


Neil Sansom

eCommerce Director
Moss Bros Group Plc


Stuart Bye

Head of Online Sales


Ulrik Bo Larsen

Founder & CEO
Falcon Social


Claire Devonport

General Manager

Track A; Integrating Online & Offline Worlds

14:29 - 14:30 Chairperson's Opening Remarks Michael Durbridge, Omni Channel Director,B&Q


Michael Durbridge

Omni Channel Director

Track B: Personalisation

14:29 - 14:30 Chairperson's Opening Remarks Charles Whiteman, Senior Vice President Client Services,Motionpoint


Charles Whiteman

Senior Vice President Client Services

Track C: Site Measurement & Optimisation

14:29 - 14:30 Chairperson's Opening Remarks Chris Addis, VP EMEA,SOASTA


Chris Addis


Track A; Integrating Online & Offline Worlds

14:30 - 15:00 Payments, the key to a successful omni-channel strategy Roelant Prins, CCO,Adyen


Roelant Prins


Track B: Personalisation

14:30 - 15:00 Leveraging 1:1 Leapfrog Personalisation Technology to Drive Incremental Revenue Chad Westleigh, Lead Manager, Digital Marketing & Analytics,Alex and Ani Cassie Lancellotti-Young, VP Optimisation,Sailthru
The proliferation of data has presented marketers with unrivalled opportunities and big challenges. Today's customer is always addressable, browsing on multiple devices, online, offline and are creating massive amounts of data about their preferences and interests in the process. The new marketing mantra is customer-centric personalisation and today's leading commerce brands are using leapfrog technologies to achieve a competitive edge, create brand loyalty and drive higher revenues.

Join Cassie Lancellotti-Young, VP of Data Optimisation and Analytics at Sailthru, the only consumer interest-based automated personalisation platform, and Chad Westleigh, Lead Manager, Digital Marketing & Analytics at Alex & Ani, an Inc. 500 Company with retail stores domestically and internationally, to talk about this new era in how brands communicate with their individual customers to give them what they want, when they want it and transform revenue generation through personalisation. Take valuable lessons from this retail innovator and learn why the C-level consider and recognise the strategic importance of such leapfrog technology.


Chad Westleigh

Lead Manager, Digital Marketing & Analytics
Alex and Ani


Cassie Lancellotti-Young

VP Optimisation

Track C: Site Measurement & Optimisation

14:30 - 15:00 What retailers need for the ultimate personalisation and optimisation strategy Daniel Martin, Principal Consultant for Retail,Maxymiser Matthew Curry, Head of eCommerce,Lovehoney
In this presentation, Matthew Curry, Head of Ecommerce for Lovehoney joins Maxymiser’s Head of Retail, Daniel Martin for a visually entertaining presentation with practical tips, case studies and the must do’s to be successful. Whether delivering targeted, personalised content based on user behaviour, geo-location, gender, etc or testing your basket and checkout to optimise conversion rates the marketers requirement remains constant – accurate and statistically valid data to make the right decision for their business!

You’ll hear how Lovehoney has become a truly customer centric business through a combination of both testing and personalisation, and how to implement this into your own working day.

Daniel Martin

Principal Consultant for Retail

Matthew Curry

Head of eCommerce

Track A: Integrating Online & Offline Worlds

15:00 - 15:30 Proximity: Retail Weapon Of Mass Seduction? Sean McKee, Head of E-Commerce and Customer Services,Schuh
Optimising the use of “nearness” to customer is already delivering serious competitive advantage in a channel agnostic, and consistently tough retail environment. Proximity is arguably well on the way to being a hygiene factor for any business seeking engagement with a connected consumer.
Sean will look at examples of how nearness in all its forms is affecting the way Schuh sees its interaction with customers, and where he sees real value being delivered in the next couple of years. He will touch on:

- Context: how SoLoMo has permanently altered the picture
- Interaction with the technologically-enabled customer – from digital interfaces to search to the respective roles of pull and push messaging. Does a more personal relationship drive improved results?
- Fulfilment: speed, location and the role of stores. What does fit-for-purpose now look like?
- Defining the KPIs of retailing between now and 2020


Sean McKee

Head of E-Commerce and Customer Services

Track B: Personalisation

15:00 - 15:30 Getting To Grips With Different Approaches To Customer segmentation To Determine Which One Makes Sense For Your Business Paul Kendrick, Marketing Director,JD Williams
As a Direct Mail business, historically segmentation has been in JD Williams’ blood for some time and they have a variety of models they use.

This session will look at:

• Getting to grips with the best tools you should use to structure data from areas including Facebook chatter, social, airline data, transactions and marrying those to draw meaningful insights
• Implementing personalised & segmented campaigns to create a greater customer experience
o How does it look from an organisational perspective?
o How do you create a consistent campaign?
o Does personalisation sit alongside traditional segmentation or replace it?
• One segmentation model alone is unlikely to suffice- this session will show the different areas JD Williams considers


Paul Kendrick

Marketing Director
JD Williams

Track C: Site Measurement & Optimisation

15:00 - 15:30 Demonstrating A Highly Personalised Site with Custom Content, Recommendations, Targeted Inventory & More to Create Customer Engagement Kelly Kowal, Digital Marketing Director,Farfetch


Kelly Kowal

Digital Marketing Director

TRACK A: Integrating Online and Offline Worlds

15:30 - 16:00 The Future of Crypto-Currencies Oliver Eckel, CEO,Cognosec
1. Introduction into the World of Crypto-Currencies

2. Security Implications
2.1. Utilizing Open-Source Software
2.2. A High-Value Target
2.3. Legal Implications
2.3.1. Money Laundering
2.3.2. Fraud
2.4. Need for Expert Guidance

3. Potential
3.1. It is “The Internet of Money"
3.2. High Demand
3.2.1. Low Transaction Fees
3.2.2. Low overhead
3.2.3. Few Regulatory Restrictions
3.2.4. Anonymity

4. Conclusion
4.1. Crypto-currencies are in their infancy
4.2. Netflix and Blockbuster Anecdote
4.2.1. Silly to Ignore the Future
4.3. Problems can be Managed
4.4. Crypto-currencies are here to stay.

Oliver Eckel


Leading retailers share the international online marketing lessons they have learned. Insights will include why they chose to target new markets with their websites, what surprised them the most, and the advice they have for companies looking to reach an international audience online.

Kate Smyth

E-Commerce Director
The Dune Group


Charles Whiteman

Senior Vice President Client Services

Neil Landon


Jack Smith

Group Digital Director
New Look

Track C: Site Measurement & Optimisation

15:30 - 16:00 Incremental Sales Through Better Fraud Detection Don Bush, VP, Marketing,Kount
Have you ever considered how much incremental revenue you are losing because your fraud detection tools are turning away good customers? It happens everyday. When customers are declined based on poor fraud prevention systems it can cost online retailers sales and a lot more. Your online reputation is at stake very time a legitimate transaction is declined due to the suspicion of fraud. We’ll review two case studies that show what retailers are doing to maximize sales, enhance brand reputation and reduce fraud.

Don Bush

VP, Marketing

How Do You Make Sure Staff Don’t Think They Are Hurting Their Channel? How Do You Incentivise Them To Encourage Digital Adoption?

One of the greatest challenges omni-channel retailers face is convincing their store staff that they are not cannibalising their sales. It requires a lot of effort to get store staff involvement, in order to be on par for what customers want.

The winners will be those that work closely with in-store staff, find out their needs and work together so they see digital can help, rather than hurt their sales.

Mike Durbridge is Director of Omni Channel at B&Q. Mike is accountable for online, contact centres and retail technology, whilst defining the customer strategy of the business to become an omni channel retailer. He will share his experiences from Vodafone, as well as how B & Q is trying to tackle this challenge.


Michael Durbridge

Omni Channel Director

Track B: Personalisation

16:00 - 16:30 A Single View Of The Customer: How to Create it and What To Do With It Iain MacDonald, Multi-channel Marketing Director,Crew Clothing Company
Crew’s business depends on repeat purchase – persuading someone to buy once is OK, but quite often we only make money out of that customer when they come back again – and again.
The simplest approach Iain thinks about is customer groups, and the two that matter most are (i) previous shoppers and (ii) first time shoppers. It’s all about getting past customers to shop again and attracting first timers. All the talk about channels, catalogues, stock planning, product design etc. comes down to making those two things happen. If you focus on that ahead of everything else, the rest will fall into place much more easily.
In this session he will talk about this strategy by covering:
• Simple aims, not so simple solutions
• Integrating data to give a 'holistic' view of consumers
• Key challenges to overcome
• Tailoring the shopping experience - personalisation strategy
• Tracking and analysing across the channels

Iain MacDonald

Multi-channel Marketing Director
Crew Clothing Company

Track C: Site Measurement & Optimisation

16:00 - 16:30 The Role Of Click And Collect And How That Can Compellingly Combine On And Offline Shopping Missions Robin Phillips, Director, eCommerce,Waitrose
The take up of click and collect services has mushroomed, scoring very highly with customers for its ease and convenience.
As the distinction between online and in-store shopping continues to blur, what roles can collection in play in enhancing customer experience whilst driving operational efficiency?
Robin Philips is responsible for driving the growth and development of the Waitrose online proposition through He leads a team of over 100 at head office comprising digital, marketing, trading, operational, data ,change, finance and systems experts, who support a wider Business team of over 3,000 fulfilling online shopping through c.150 branches and a dedicated dotcom store. In this session he will share how they have tackled this challenge at Waitrose.

Robin Phillips

Director, eCommerce

16:30 - 17:00 Afternoon Networking Break In The Solutions Zone

17:00 - 19:00 eTail Europe World Cup Party

19:00 - 23:59 Close Of Multi-Channel Day Two