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
Senior Executive, EdgeCast now part of Verizon
08:20 - 09:00 Building For Mobile First: How Do You Prioritise What To Include On Mobile Vs. Tablet Vs. Online?
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?
• 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
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
09:00 - 09:25 Personalisation: Using Data Mining And Predictive Analytics To Measure & Learn From Mobile Data, As Well As Integrate With Other Channels
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?
09:25 - 09:50 Consumers are going mobile – are you?
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.
09:50 - 10:15 Discovering How To Create A Highly Personal Online Experience Beyond Just Recommendations
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.
10:15 - 10:40 Innovating Analytics: Gaining a Competitive Advantage in a Customer-Driven World
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
10:40 - 10:50 Mobile is Not for Browsing, It's For Buying--Klarna Checkout Increases Conversion by 44%
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
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
TRACK B: Customer Data & Insights Summit
11:20 - 11:21 Chairperson's Opening Remarks
TRACK C: Digital Marketing 2.0 Summit
11:20 - 11:21 Chairperson’s Opening RemarksTrack A: Mobile & Tablet Summit
11:21 - 11:50 Building For The Future: How And Why River Island.Com Went Responsive
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
• How River Island.com innovates in development
• The key considerations for their Responsive site
• What they learned along the way
• Project outcomes
Track C: Digital Marketing 2.0 Summit
11:21 - 11:50 Groundbreaking Data Strategy: How To Collaborate With Partners To Monetize Customer Insights & Analytics
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.
Track B: Customer Data & Insights Summit
11:21 - 11:50 The Power of Data: Improving ROI from Facebook
Track A: Mobile & Tablet Summit
11:50 - 12:20 UX Best Practices for Mobile and Tablet
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.
Track B: Customer Data & Insights Summit
11:50 - 12:20 Become a Real-Time Retailer: How to Use Personalisation as your Future Growth Strategy
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.
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.
Track C: Digital Marketing 2.0 Summit
11:50 - 12:20 Adobe Case Study With Retail Client
Track A: Mobile & Tablet Summit
12:20 - 12:50 FIRE-SIDE CHAT: Migrating From Non Responsive To Responsive Sites
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?
• 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?
Track B: Customer Data & Insights Summit
12:20 - 12:50 John Lewis - Our Journey to Omni-Channel Retailing
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.
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
- Digital marketing and its evolved role in the broader marketing toolkit / marketing strategy
- Personalisation & relevancy
- Content marketing & data
- Personalisation & relevancy
- Content marketing & data
Track A: Mobile & Tablet Summit
12:50 - 13:00 IBM Innovation SpotlightTrack B: Customer Data & Insights Summit
12:50 - 13:00 Innovation Spotlight with Purple WiFiTrack C: Digital Marketing 2.0 Summit
12:50 - 13:00 Innovation Spotlight with CloudIQTrack A: Mobile & Tablet Summit
13:00 - 13:30 The low-down on mobile
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
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.
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.
Track C: Digital Marketing 2.0 Summit
13:00 - 13:30 Integrating Mobile Into Your Marketing Campaigns
• 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
• 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?
13:30 - 14:30 Networking Lunch In The Benjamin Britten Lounge
13:30 - 14:30 IBM Private Luncheon (Invitation-Only)
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
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
• Understanding how to create meaningful insights from data transaction reports
• Omni-channel customers are worth twice as much as single channel :
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?
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
• 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
• Demystify all the hype around social media - is it the ultimate channel or just part of a rich mixture?
• 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?
Track A: Mobile & Tablet Summit
15:00 - 15:30 Customer Success: Implementing Mobile Analytics at TUI
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.
TUI
Adrian Maguire
General Manager, Web AnalyticsTUI
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"
Featuring a Q&A with Michael Cowan, Executive Director of eCommerce, Chain Reaction Cycles
AdRoll
Brian Brady
Head of EMEA Account ManagementAdRoll
Track C: Digital Marketing 2.0 Summit
15:00 - 15:30 How to Drive Ecommerce Sales with Effective Content Marketing
Track A: Mobile & Tablet Summit
15:30 - 16:00 Outsiders Have Great Ideas Too! Embracing Open Innovation
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?”
• 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?”
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
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?
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?
Track C: Digital Marketing 2.0 Summit
15:30 - 16:00 Focusing On Your Content Marketing Strategy To Increase Natural Rankings
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
· 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
TRACK A: Mobile & Tablet Summit
16:00 - 16:10 Soasta Innovation Spotlight
Track B: Customer Data & Insights Summit
16:00 - 16:10 What's the best customer journey for an introvert?
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.
Track C: Digital Marketing 2.0 Summit
16:00 - 16:10 Innovation Spotlight16:10 - 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
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?
• 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?
Track B: Customer Data & Insights Summit
16:40 - 17:10 Innovation Fireside Chat: Re-Establishing the Retail Business Model to Reflect What the Customer NeedsTrack C: Digital Marketing 2.0 Summit
16:40 - 17:10 Redefining Metrics in a Multichannel World
Customers are accessing your digital presence via multiple devices and in a variety of contexts. To succeed in this diverse marketplace, retailers must understand how their customers are researching and buying across all touchpoints. Forrester's Retail Segmentation and Cross-Channel (web-influenced) Retail Sales Forecast shed bright light on this critical behaviour.
• Understand changing multi-touchpoint consumer shopping behaviour
• Learn how retailers are adapting
• Measuring a cross-touchpoint customer journey
TRACK A: Mobile & Tablet Summit
17:10 - 17:40 Making Mobile Convert
TRACK B: Customer Data & Insights Summit
17:10 - 17:40 Marrying Up Real Time Data With Historical Data
This session will reveal the power of trending for historical context; it will also provide proven strategies for taking action in the moment.
• How do you extract maximum value from historical data?
• How do you link online and offline business intelligence?
• How can historical data help you in real-time?
• How do you manage the ongoing monitoring and distribution of data?
• How do you extract maximum value from historical data?
• How do you link online and offline business intelligence?
• How can historical data help you in real-time?
• How do you manage the ongoing monitoring and distribution of data?
