Day 3

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As brick & mortars continue to battle with the likes of Amazon, how do you make the transition into the digital age? Looking outside of fashion retail, those that have failed to change (like Blockbuster), have lost. You must transform how you market, transact, serve, and organise around the new, evolving customer experiences. These changes bring about a new era of agile commerce. Digital leaders will optimise their people, processes, and technology to serve today's empowered, ever-connected customers across a rapidly evolving set of customer touch points.

• Understanding how to step out of being caught in the day to day and move towards thinking in 20-30 year increments
• Implementing project management strategies including processes, policies and more to shift to the digital age
o What are the differences between pre omni-channel and post omni-channel?
• Getting to grips with changes in inventory management-
o How has that been changed with one channel to another?
• Revolutionising reporting
o How has this shifted? How have you kept up the enthusiasm across departments?

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This talk will discuss the increasing importance of personalisation in real time for online marketing and how through being more agile Phase Eight have significantly increased online sales and reduced the time to market of campaigns.

We will reveal how cross channel personalisation and the SecondSkin™ technology can be used to smoothen customer journeys and increase online sales.

Thanks to our technology, marketing managers have real-time campaigns at their fingertips, designed to test and deploy within hours not weeks. All with zero IT integration.

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As UK retailers continue to expand abroad and raise Britain’s net exports, the multi-channel landscape across Europe & Asia continues to catch-up. International Expansion is no longer just about context and translating your site, but considering the full multi-channel shopper journey. This session will investigate:

• Determining which countries that are attractive to expand into, have high smartphone penetration rates
• Discovering how you can apply lessons learned from the UK to Europe & other developing ecommerce areas
• Evaluating if you should be developing an offline presence, as well as an online presence
• Defining an international expansion strategy in multiple regions
o What are the international laws to consider? How does each country handle returns?
• Finding out how to create brand awareness in a completely new region
o How do you find the right partners, blogs, agencies & affiliates?

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#1 Planning Your Connected Customer Journey: Programmatic Trends to Consider
Gavin Wilson, Managing Director, Northern and Southern Europe, Sociomantic
• Discover why making sense of data achieves a seamless shopping, browsing and engaging experience for your customers.
• Focus on data-driven personalisation why it’s the key to unlocking sustainable and competitive revenue growth.
• Learn which programmatic display trends are on the rise for 2014, and how retailers can leverage these findings towards developing a user-centric marketing approach.
• Envision what lies beyond your customer’s next transaction.

#2 Mobile Commerce Strategy—customer experience on mobile matters more than ever before
Bill Loller, VP, Product Management, Mobile at Tealeaf Technology, IBM
Case Study: Mobile Commerce Strategy—customer experience on mobile matters more than ever before
•Hear how your company can take advantage of the mobile commerce revolution by utilizing sophisticated customer behaviour analysis across all mobile channels, including mobile web sites, native iOS and Android apps, hybrid apps, and the growing number of apps and sites built in HTML5.
•Learn the importance of gaining visibility into mobile user success and failures,
•How to accelerate your time to market and how to make investments based on customer requirements and reduce customer struggle.
•Discover how to capture, store and analyze experiences to optimize the mobile channel and gain actionable insights to improve conversion rates, optimize page flows and enhance campaign performance.

#3 Data Driven Online Excellence- NetBooster Group
Christoph Schallenberg, VP Internet Sales & Service Consumer, Deutsche Telekom

#4 The Perfect Customer Journey: An engaging conversation?
Hugh Sheehy, VP Sales EMEA, LogMeIn
- The value of the customer experience
- What can we learn from the real world
- Support 360
- Reassurance and Resolution: have the right conversation

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As eCommerce continues to mature, consumers are becoming less & less patient. If a page takes a split second longer to load than they expect, they will become frustrated. If your site doesn’t function like they want it to, they will go some where else. This panel will look at how to take your website to the next level by covering:

• Connecting emotional benefit to rational conversion- how do you achieve that in practice?
• Defining key metrics in 2014 eCommerce- have we moved beyond standard KPIs? What else should we be looking at?
• Determining how to create a rich customer experience and yet deliver at speed
• Discovering how to reduce returns
o How do you offer reassurance with fit guides?
o What should you do to replicate the in-store experience?
• Understanding how to interact with different generations, if you have a broad customer base

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• Economics of retention vs. acquisition
o When customer acquisition is getting more expensive, how do you make sure you are getting the right bang for your buck?
o What are the best tools for retention beyond sending more emails? How do you maintain frequency?
• Lifetime value of customer
o How do you measure this effectively?
• Competing with three types of business: catalogue driven retailer, store based retailer, pure-play
o Where do you want to be?
o How should you compete?
• Determining how to overcome discounting & ensure long term sustainability

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Paul Wright is a senior e-commerce and multichannel professional with a proven track record of driving profitable growth through leading commercial trading teams and driving change to deliver exceptional customer experiences.

As part of these, Paul & Fat Face conduct conversations with customers and research daily to understand how shopping habits are changing. In this presentation he will share some of the lessons he has learned along the way and how the retail store can be brought alive in a digital format.

The multichannel swap shop looks at why consumers leap between channels the way that they do, how they are using different channels and why they are doing so. In this “omnichannel” mix, how do retailers start to create more proactive, personalised experiences? How do they connect things together it make it “easy” for customers in an age of disloyalty?

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For years marketers have relied on gender, age, socio-demographic indicators in order to make assumptions about people's interests and behaviours. Then they started using behavioural indicators with a certain level of success (such as site retargeting) but often struggled to find audiences of significant size. Access to numerous data layers and development of programmatic buying techniques have allowed a new generation of marketers to target audiences at scale with accuracy. One of the best examples is search retargeting, one of the fastest growing segments of online advertising. In this session, you will learn about data-driven targeting, specifically search retargeting, how it works and how it can enhance revenue for your business.

How Do You Upskill & Train Staff? How Do You Persuade People To Come Onboard Permanently?

In the twelve years since its inception Wayfair has grown to well over 1500 employees in 8 offices around the world. In the process Wayfair has been recognized numerous times for excellence in human resource management including being named one of the top 20 companies to work for by Glassdoor in 2012. In his talk, Joel will describe the Wayfair culture and why it is the driving force behind talent acquisition and retention. He will also describe how Wayfair built it's HR systems from the ground up to support its growth cost-effectively and how those systems are being used today. Some further points covered in Joel’s talk:

• What is the “smell of the place” and how do you nurture and protect it
• How do you balance employee and company led development
• What we look for in inexperienced hires
• Feedback from our British employees about working in an American versus British company