Etail Europe 14 (past event)

22 - 24 June, 2014

Queen Elizabeth II Conference Centre, London, United Kingdom

Array

Day 3

07:30 - 08:10 Breakfast & Registration In The Solutions Zone


08:10 - 08:20 Chairperson’s Opening Remarks

Michael Ross, Co-Founder,eCommera

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Michael Ross

Co-Founder
eCommera

08:20 - 09:00 FIRESIDE CHAT: Shifting Brick & Mortar Establishments To Digital: How Do You Overcome The Barriers?

Jon Rudoe, Director of Online,Sainsbury's James Davey, Director of Direct,Joules Clothing Gerald Dawson, Finance & Operations Director,Weird Fish
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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Jon Rudoe

Director of Online
Sainsbury's

James Davey

Director of Direct
Joules Clothing

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Gerald Dawson

Finance & Operations Director
Weird Fish

09:00 - 08:50 Cross channel personalisation at your fingertips: smoothing customer journeys across channels

Romulus Grigoras, CEO,Devatics Ben Barnett, CEO,Phase Eight Guy Tambling, IT and eCommerce Director,Phase Eight
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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Romulus Grigoras

CEO
Devatics

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Ben Barnett

CEO
Phase Eight

Guy Tambling

IT and eCommerce Director
Phase Eight

08:50 - 09:25 Foresee Benchmarking Questionnaire

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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Kate Smyth

E-Commerce Director
The Dune Group

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Jonathon Brown

Chief Executive Officer
M and M Direct

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Jan Mehmet

Global Ecommerce Director
Jack Wills

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Gabrielle Hase

Interim Head of eCommerce
LK Bennett

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Enrique Duvos

Director, Product Marketing & Enablement
Akamai

#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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Bill Loller

VP, Product Management, Mobile at Tealeaf Technology
IBM

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Gavin Wilson

Managing Director, Northern and Southern Europe
Sociomantic

Hugh Sheehy

VP Sales, EMEA International Sales
LogMeIn

Christoph Schallenberg

VP Internet Sales & Service Consumer
Deutsche Telekcom

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

Track A: International Expansion

11:30 - 11:40 Chairperson’s Opening Remarks

Track B: Multi-Channel Innovation

11:30 - 11:40 Chairperson’s Opening Remarks Wolf Allisat, SVP International,Ensighten
Senior Executive, Ensighten
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Wolf Allisat

SVP International
Ensighten

Track A: International Expansion

11:40 - 12:10 Global Customer Insights: Identifying Differences In Customer Behaviour Across Different Countries To Determine How You Should Adjust Your Proposition & Fit Into That Marketplace Dave Elston, Head of E-Commerce,Clarks
• Customers thoughts around home shopping in different markets
• How product needs differ (or not)
• Expectations on delivery - speed, cost, etc. and attitude to returns
• Payment methods and the use of credit to finance purchases
• Marketing methods - for example how usage of TV, search, press and DM varies
• Expectations around pricing and promotional offers (eg coupon culture in US not seen elsewhere)
• Competitive environments, impact on customer loyalty
• Legal and taxation implications and impact on customer behaviour (data protection)


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Dave Elston

Head of E-Commerce
Clarks

Track B: Multi-Channel Innovation

11:40 - 12:10 Bringing The In-Store Experience Online: Taking Offline Behaviors Into A Digital Format Paul Wright, Head of eCommerce,Fat Face
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.
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Paul Wright

Head of eCommerce
Fat Face

Track A: International Expansion

12:10 - 12:40 Global Brand, Local Feel Gautier Robial, Digital Marketing Manager,Wrangler
How Wrangler defined its overall brand message and adapted it accordingly for different markets

Gautier Robial

Digital Marketing Manager
Wrangler

Track B: Multi-Channel Innovation

12:10 - 12:40 eCommera Case Study With Retail Client Michael Ross, Co-Founder,eCommera Andrew Thomson, Group Digital Director,Pentland

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Michael Ross

Co-Founder
eCommera

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Andrew Thomson

Group Digital Director
Pentland

Track A: International Expansion

12:40 - 13:10 BRIC Countries: The Challenges & Opportunities Of Online Cross-Border Retail & BRIC Nations Glen Richardson, CMO,Fruugo
The challenges of online cross-border retailing are far from limited to just translation of languages and providing various currency options. These challenges include other complexities such as the cost of market entry, consumer laws and payment fragmentation. Glen will set the scene, share valuable insights from a Global marketplace and walk you through each of the cross-border challenges.

• Gain insights into the cross-border market
• Learn about the anatomy of a cross-border shopper
• Understand why cross-border is growing
• Learn about the key challenges of trading cross-border
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Glen Richardson

CMO
Fruugo

Track B: Multi-Channel Innovation

12:40 - 13:10 Attracting, Developing & Retaining High Quality Talent Amidst Skill Shortages & Employees Being Set On Contracting Joel Stevenson, VP of Financial Planning and Analysis,Wayfair
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
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Joel Stevenson

VP of Financial Planning and Analysis
Wayfair

Track A: International Expansion

13:10 - 13:30 Innovation Spotlights Ed Turner, CIO,wnDirect Carolyne Turnbull, Marketing & Comms Director,Virtualstock
#1. Don’t play global ping-pong with your shipments

Does this sound like your global fulfilment model?
Shipments travelling around the world pinging from one place to the next clocking up costs…..
…little or no stock visibility…
….returns going back to where they started…
….legacy systems that don’t talk to each other.
Welcome to another world….
wnOptimise - a new partnership combining wnDirect’s global warehousing resource and distribution expertise and Virtualstock’s groundbreaking software.

Now you can put an end to the global ping-pong of shipments. Goods manufactured in China need no longer be shipped to a retailer’s distribution centre only to be shipped back to an order in Asia – then all the way back again if it is returned.

wnOptimise enables total visibility and control of your entire supply chain. Goods held anywhere within that chain are shipped by a more efficient, cost-effective and logical route via wnDirect’s distribution centre network.

This ground-breaking software platform is easy to incorporate and secure enabling every element of the supply chain to talk to each other. This single view transforms your stock control and enables you to offer a greater number of lines and optimise the shipment of orders.

At last, distribution has caught up with the needs of eCommerce. It’s game over for ping-pong – say hello to the game changer.

Attend our Technology Innovation Presentation on Wednesday at 1:10 to hear more!

• Ed Turner CIO wnDirect
• Ed Bradley Director Virtualstock
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Ed Turner

CIO
wnDirect

Carolyne Turnbull

Marketing & Comms Director
Virtualstock

#1. Keeping your customers tuned in for longer: How you generate and sustain email engagement
Oracle Marketing Cloud and JD Williams case study
Speakers: Sarah Harris, Email Marketing Co-ordinator, JD Williams, Gavin Sherry, Strategic Consultant, Oracle Marketing Cloud

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Sarah Harris

Email Marketing Co-ordinator
JD Williams

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Gavin Sherry

Strategic Consultant
Oracle Marketing Cloud

13:30 - 14:30 Networking Lunch In The Benjamin Britten Lounge

14:30 - 13:30 Site Evolvement PANEL: Discovering The Latest Tools & Techniques To Optimise, Increase Speed & Conversion Of Your Site

Dan O'Sullivan, Ecommerce Manager,SPACE NK LTD Alexander Sandover, Commercial Marketing Manager,Twinings
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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Dan O'Sullivan

Ecommerce Manager
SPACE NK LTD

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Alexander Sandover

Commercial Marketing Manager
Twinings

13:30 - 15:10 Apptus Private Luncheon (Invitation-Only)




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David Schwarz

Multichannel E-Commerce and Non Food Director
Carrefour

15:40 - 16:20 PANEL: Balancing Growth And Profitability In A Fiercely Competitive Market

Barry Wyse, Vice President of Digital,Alex and Alexa David Hathiramani, Co-Founder,ASuitThatFits.com
• 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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Barry Wyse

Vice President of Digital
Alex and Alexa

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David Hathiramani

Co-Founder
ASuitThatFits.com

16:20 - 16:40 Afternoon Networking Refreshments In The Solutions Zone


16:40 - 15:10 Mobile Payments Case Study

Lyndon Lee, Former Enterprise Architect,Tesco


Lyndon Lee

Former Enterprise Architect
Tesco

Track A: Site Evolvement

15:10 - 15:20 Innovation Spotlight

Track B: Multi-Channel Innovation

15:10 - 15:20 Innovation Spotlight

15:20 - 17:40 Bringing The In-Store Experience Online: Taking Offline Behaviors Into A Digital Format


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.

17:40 - 18:10 The Multichannel Swap Shop

Nicola Millard, Customer Experience Futurologist,BT
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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Nicola Millard

Customer Experience Futurologist
BT

18:10 - 15:20 Close of eTail Europe 2014


Track A: Site Evolvement

15:20 - 17:10 Demonstrating A Highly Personalised Site with Custom Content, Recommendations, Targeted Inventory & More to Create Customer Engagement

Track B: Multi-Channel Innovation

15:20 - 17:10 A Single View Of The Customer: How to Create it and What To Do With It
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

17:10 - 16:20 Targeting users based on true intent within a programmatic display environment: the rise of search retargeting

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.

16:20 - 23:59 Attracting, Developing & Retaining High Quality Talent Amidst Skill Shortages & Employees Being Set On Contracting

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