eTail Germany 2018

March 13-March 14, 2018

Hotel nhow Berlin

+44 (0) 207 368 9894

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Day 2 - Wednesday 14th March 2018

8:00 AM - 8:40 AM Registration & Refreshments

8:40 AM - 8:45 AM Conference Director’s welcome

8:45 AM - 8:50 AM Chairperson’s Welcome and opening remarks

8:50 AM - 9:00 AM OPENING KEYNOTE: Walk before you run: Truly understanding the customer at the heart of your digital transformation strategies

Rahmyn Kress, Chief Digital Officer, Henkel


Rahmyn Kress

Chief Digital Officer

9:00 AM - 9:20 AM KEYNOTE: Augmented Reality, Start-Up Accelerators & more – Looking beyond the borders of your eCommerce operations to drive growth

Martin Wild, CDO, Media-Saturn-Holding GmbH


Martin Wild

Media-Saturn-Holding GmbH

9:20 AM - 9:40 AM KEYNOTE: Voice-activated search: How to position yourself for the next great eCommerce revolution

Norman Nielsen, Head of Content Marketing, Zalando


Norman Nielsen

Head of Content Marketing

9:40 AM - 10:00 AM KEYNOTE: Pushing the boundaries: How to elevate the customer experience from using Virtual Reality in retail

Christian Moehring, Head of Digital, IKEA Germany


Christian Moehring

Head of Digital
IKEA Germany

10:00 AM - 10:10 AM SPOTLIGHT INNOVATION: How machine learning can elevate on-site personalization in order to increase conversion

Jean-René Boidron, CEO, Kameleoon

Jean-René Boidron


10:10 AM - 11:00 AM Coffee and Networking Break

10:10 AM - 11:00 AM Valtech Innovation Lab

11:00 AM - 11:20 AM KEYNOTE: Modern marketing: Connecting the science of big data to the person at the end of your message

Martin Grosse, CMO Germany, Microsoft Germany


Martin Grosse

CMO Germany
Microsoft Germany


Michael Melzer

(former) Chief eCommerce Officer
Toys R Us

Jens-Jörg Simon

Senior Manager Retail Mobile, Omnichannel & Digital Retail

Felix Jahn

Head of eCommerce Europe
PUMA Europe

Adrian Runte

Head of Digital Development Berlin

Jan Sperlich


Dennis Martins

Edel Optics

12:00 PM - 12:20 PM KEYNOTE: Inside the “Future Retail” programme at BMW - How to leverage the human advantage that physical stores offer as part of a true omnichannel user experience

Michael Engler, Head of Strategy - Premium Experience, BMW Group


Michael Engler

Head of Strategy - Premium Experience
BMW Group

12:20 PM - 12:40 PM KEYNOTE: Bridging the gap between technology buzzwords and revenue: How to convert AI, VR, and more into practical business application

Helmar Hipp, Geschaftsfuhrer, cyberport


Helmar Hipp


12:40 PM - 1:40 PM Lunch and networking break

12:40 PM - 1:40 PM Private lunch

This slot is reserved for a leading solutions provider who like to meet with high level delegates in an exclusive, private setting - if you think your service would be of interest to our delegation, please contact Bryony Hunter on: +44 207 368 9387 or email

Track A - Creating a Customer-Centric Strategy

1:40 PM - 2:00 PM Understanding the new online customer journey: The multichannel eCommerce framework

Gerhard Wagner, Lehrstuhl für Marketing (Chair of Marketing), Universität Siegen


Gerhard Wagner

Lehrstuhl für Marketing (Chair of Marketing)
Universität Siegen

Track A - Creating a Customer-Centric Strategy

2:00 PM - 2:20 PM Let the robot write for you: How text automation can improve your bottom line

Steven Morell, Growth Hacker, AX Semantics


Steven Morell

Growth Hacker
AX Semantics

Track A - Creating a Customer-Centric Strategy

2:20 PM - 2:40 PM How to create a fully integrated online and offline customer experience that builds and rewards loyalty.

Andre May, Multichannel Chief Officer, Globus


Andre May

Multichannel Chief Officer

Track A - Creating a Customer-Centric Strategy

2:40 PM - 3:00 PM How to make your customer’s life easier by offering in-car delivery

Fredrik Gustafsson, In-Car Delivery Rollout Lead, Volvo

Fredrik Gustafsson

In-Car Delivery Rollout Lead

Track B - International Expansion

1:40 PM - 2:00 PM Your guide to launching operations in the USA: key lessons learned and pitfalls to avoid

Christoph Hertz, CEO, Celexon Group


Christoph Hertz

Celexon Group

Track B - International Expansion

2:00 PM - 2:20 PM Using flexible delivery options to increase revenue in an ever growing international environment

Ton ter Laak, Vice President European Sales , MetaPack


Ton ter Laak

Vice President European Sales

Track B - International Expansion

2:20 PM - 2:40 PM Rapid multi-country expansion: How to create a roadmap that enables swift expansion

Track B - International Expansion

2:40 PM - 3:00 PM How to enable your staff to be ambassadors for the company in a digital world

Martin Zander, Head of Corporate Communications E-Commerce, Otto Group


Martin Zander

Head of Corporate Communications E-Commerce
Otto Group

Track C - Creative Boardrooms

1:40 PM - 2:20 PM The Programmatic Marketing Boardroom - Improving transparency in your media buying: How to benchmark your programmatic agenda

Veronique Franzen, Senior Programmatic Manager, Luisviaroma


Veronique Franzen

Senior Programmatic Manager

Track C - Creative Boardrooms

2:20 PM - 3:00 PM The Performance Marketing Boardroom - Performance Marketing Analytics – Define your online KPIs and challenge external parties to meet them

Martin Theissen, Head of Display Performance & App Marketing, Trivago


Martin Theissen

Head of Display Performance & App Marketing

Track D - Creative Boardrooms

1:40 PM - 2:20 PM The Engagement Boardroom - Measure what matters! A different approach to tracking data

Stefanie Greve, Key Account Manager - Etail, Reckitt Benckiser


Stefanie Greve

Key Account Manager - Etail
Reckitt Benckiser

Track D - Creative Boardrooms

2:20 PM - 3:00 PM The Platforms Boardroom How to Develop a State-of-the-Art Platform that Gives Your Customers a Seamless Experience From Desktop to Mobile

Ludger Jungeblut, Head of e-commerce, CEWE Stiftung & Co.


Ludger Jungeblut

Head of e-commerce
CEWE Stiftung & Co.

3:00 PM - 3:30 PM Coffee and Networking break

Track A: People and Performance

3:30 PM - 3:50 PM Go your own way: How to build a digital marketing team in-house

Kasper Engelheim Hove, Head of Online Marketing, Momondo A/S


Kasper Engelheim Hove

Head of Online Marketing
Momondo A/S

Track A: People and Performance

3:50 PM - 4:10 PM How to use digital transformation as a catalyst to attract the best people and drive innovation

Pia Anderberg , Senior Vice President HR and Innovation, Axel Johnson AB


Pia Anderberg

Senior Vice President HR and Innovation
Axel Johnson AB

Track B - User Experience Optimisation

3:30 PM - 3:50 PM Harness advances in text analytics technology to streamline the user experience on your site

Martin Baumgartel, Site Search Manager, Verizon Wireless


Martin Baumgartel

Site Search Manager
Verizon Wireless

Track B - User Experience Optimisation

3:50 PM - 4:10 PM How to develop engaging apps that truly fulfil your shoppers’ needs rather than just optimise your site for mobile

Timo Dominiok, Business Owner MEINE TUI Apps/Product Owner Mobile, TUI Group


Timo Dominiok

Business Owner MEINE TUI Apps/Product Owner Mobile
TUI Group

Track C - Creative Workshop

3:30 PM - 4:10 PM The Transformation Workshop - How to turn a traditional retail business model into a modern omnichannel player

Jens Hungershausen, Head of IT, MEGA eG Frank Sonneborn, Head of E-Business, MEGA eG


Jens Hungershausen

Head of IT

Frank Sonneborn

Head of E-Business

Industry Shapers Uncovered – Pt. 3

4:10 PM - 4:30 PM THE OUT OF THE BOX INSPIRER: Ideation, rapid prototyping & customer validation - What can retailers learn about innovation and digital disruption from the world’s largest chemical producer?

Stephen-Alexander Wuenstel, Project Manager Innovation Excellence, BASF


Stephen-Alexander Wuenstel

Project Manager Innovation Excellence

4:30 PM - 4:50 PM THE VIEW FROM THE UK - CLOSING KEYNOTE: 10 ways that John Lewis is leveraging the power of Bricks and clicks in the UK

Louisa Nicholls, Senior Trading Manager, Home Online, John Lewis


Louisa Nicholls

Senior Trading Manager, Home Online
John Lewis

4:50 PM - 4:55 PM End of eTail Germany