eTail Germany 2020

09 - 11 March, 2020

The InterContinental Berlin

+44 (0) 207 368 9573

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Conference Day One – 10th March 2020

7:30 am - 8:30 am Registration & Welcome Coffee

8:30 am - 8:35 am Welcome Remarks

8:35 am - 8:45 am Chairperson’s Opening Address

Embracing Digital Transformation

8:30 am - 8:50 am OPENING KEYNOTE – CIO: Leveraging innovation to achieve agility: How to work around old IT systems when embracing new technologies to achieve the seamless multi-channel approach digital-savvy consumers expect

  • Shift of business model: How to move from fragmented IT base with one of everything to a fully integrated hybrid platform?
  • Challenging culture: How to confront resistance of getting everyone on board and changing mind-set to achieve successful digital transformation
  • How to drive digital transformation to meet the change happening in the retail landscape
  • How can you implement new technologies to increase agility in a legacy business and tackle business challenges at speed and scale
  • Future project planning: How to create an agile team that listens to you customers and responds fast

8:50 am - 9:10 am INSPIRATIONAL KENOTE: How a brand can create an emotional connection with their customer and stay front of mind after 165 years!

Claudia Roggenkamp, Vice President, Digital Europe at Levi Strauss & Co

Claudia Roggenkamp

Vice President, Digital Europe
Levi Strauss & Co

9:10 am - 9:30 am BREAKING SILOS KEYNOTE: How to build the bridge between IT and the business to breakdown silos and increase transparency to keep up with changing consumer-shopping trends!

Simone Karweina, Vice President Product and User Experience at MYTOYS Group

Simone Karweina

Vice President Product and User Experience

Adapting To New Market Trends

9:30 am - 10:10 am ALL-STAR PANEL: Tips and tricks from top retailers on inspiring the next generation of eCommerce – Which business models, strategies and technologies will win in 2020

  • How the next generation of eCommerce is about bringing the store to customers, not driving customers into a store
  • How to control the customer experience despite how it all evolves, building the shopping experience around engagement
  • Moving away from the “buy now” strategy to create incredible experiences that keep you relevant with your customers whenever and wherever that may be
  • How can you build a ‘best-in-class’ customer-centric omnichannel roadmap to future-proof your business and continue to thrive in a constantly changing market?
  • How can retailers best utilise AI and digital assistant technology to reinvent their customer engagement strategies to avoid the possibility of extinction
  • How to use interactive product visualisation technology  to offer tangible in-store experiences to  your online consumers
  • How companies can combine sustainability strategies without losing the commercial focus
Helmar Hipp, Managing Director at Cyberport

Helmar Hipp

Managing Director

Daniel Infanger, Managing Director at Conrad Electronics International

Daniel Infanger

Managing Director
Conrad Electronics International

Igor Polisski, Chief Marketing Officer at BambiniFashion

Igor Polisski

Chief Marketing Officer

Dr. Philipp Gattner, Chief Executive Officer at reBuy reCommerce

Dr. Philipp Gattner

Chief Executive Officer
reBuy reCommerce

Gareth Locke, Chief Growth Officer at mytheressa

Gareth Locke

Chief Growth Officer

10:10 am - 10:30 am CLIENT INTERVIEW: How can you use AI marketing to reinvent your campaign targeting strategy to deliver highly relevant messages at all times and drive significant business growth?

  • How to leverage AI to better target, engage and retain your customers with more tailored and timely messaging
  • How to go beyond basic segmentation methods, based on previous behaviour, to find the future customers, sending  them relevant messages  to match client interests and improve customer experience
  • How to deliver better omnichannel customer experience with timely and relevant messages leading to more revenue, less fatigue and more loyalty
François Laxalt, VP Product Marketing at Tinyclues

François Laxalt

VP Product Marketing

10:30 am - 11:10 am Morning networking break / Pre-arranged 1-2-1 meetings

Grab a coffee and engage with best-in-class solution providers working to bring you closer to your customers.
  • How to go beyond omni-channel and think in terms of a single platform where everything lives together
  • How to build a mature unified eCommerce model  that optimises your digital &offline channels to stay ahead of the competition
  • How to create a real digital supply chain in house that can deliver the best experience to our customers in both worlds?
  • Leveraging consumer insights from big data to craft customised experiences
  • How to better capture, analyse and apply consumer data to transform your business into a customer-centric company
  • How to better track customer data footprints across your digital & offline touch points to gain a better understanding of customer behaviour
Marina Sverdel, Global Head of Multichannel Marketing at METRO

Marina Sverdel

Global Head of Multichannel Marketing

Lars Luck, Vice President Direct-to-Consumer Business at WMF Group

Lars Luck

Vice President Direct-to-Consumer Business
WMF Group

Laure Frank, Director eCommerce & Omnichannel at Manor AG

Laure Frank

Director eCommerce & Omnichannel
Manor AG

Mirko Caspar, Managing Director at Mister Spex

Mirko Caspar

Managing Director
Mister Spex

Kevin Ziegler, Chief Customer Officer at Orsay

Kevin Ziegler

Chief Customer Officer


11:10 am - 12:05 pm WORKSHOP: Leveraging customer experience as your key differentiator: How to use AI to better serve your customers and deliver the true promise of personalisation across all channels
  • How to overcome organisational silos to ensure customer insights are at the forefront of the whole business guaranteeing an integrated unique experience across multiple channels
  • Unifying business skillsets: How can you best restructure internal processes to align business functions and create seamless connections across customer channels?


11:10 am - 12:05 pm How can you balance global and local strategies to successfully grow your business across different regions?
  • How companies need to think globally and at the same time locally if they want to grow across markets
  • The importance of evaluating the global appeal of your product, brand, cost and cultural readiness for global growth
  • How to reduce your exposure to risk when exploring new regions
  • Personalisation cross-border: How to manage different markets from a central location
  • Geo blocking: The importance of price and service transparency across markets

11:50 am - 12:10 pm INSPIRATIONAL KENOTE: Turning market disruption into a competitive advantage: From user experience to YOUser experience - personalized product and brand experience as competitive advantage

Dominic Millioud, Managing Director at

Dominic Millioud

Managing Director

12:10 pm - 12:30 pm INSPIRATIONAL KEYNOTE: Bring true personalization from vision to reality

STC, Dynamic Yield

12:30 pm - 12:50 pm FIRE SIDE CHAT: Winning the direct-to-customer conversation: How can you personalise shopping experience to stand out from the crowd in a highly competitive environment?

12:50 pm - 2:00 pm Networking Lunch

After lunch, delegates will tailor their on-site experience to their most pressing needs, with the option to attend case studies, small interactive working groups, and pre-arranged 1-2-1 meetings with leading solution providers.

Group 9

eCOMMERCE STREAM Increasing - Order Sizes & Revenue

4:00 pm - 4:20 pm CASE STUDY: How IKEA uses interactive augmented reality applications to enhance the shopping experience
Christopher Riedel, Head of Digital at Ikea

Christopher Riedel

Head of Digital

eCOMMERCE STREAM Increasing - Order Sizes & Revenue

2:20 pm - 2:50 pm CASE STUDY: What new A/B testing approaches can you adopt to dramatically improve your engagement and success rate?
  • How to approach A/B testing – where to start
  • What questions do you need to ask in order to start the process?
  • How to decide which variation you need to test and for how long
  • How to run an A/B test if the traffic is low
  • The importance of running continuous A/B tests to create a more efficient website
Norman Nielsen, Director, Organic at Omio

Norman Nielsen

Director, Organic

UX STREAM New CRM - Innovations To Boost Sales & Loyalty

2:00 pm - 2:20 pm CASE STUDY: Keeping your customers coming back for more: How to extract actionable insights from digital & offline data sets to better understand and deliver on your customer needs
  • Thinking outside the box: how to re-energise tired and traditional customer loyalty programmes
  • How can you drive customer engagement and foster loyalty with blockchain, AR and VR
  • How to develop loyalty programs that deliver real commercial success by focusing on customer centricity rather than discounts
  • How to measure how successful your loyalty program is in order to personalise further
Florian Bonnet, Head of Product at Zizoo

Florian Bonnet

Head of Product

UX STREAM New CRM - Innovations To Boost Sales & Loyalty

2:20 pm - 2:40 pm How to develop a cross-channel platform that leverages your customer data and enables you to send the right message to the right person at the right time
  • Bring the gap between acquisition and retention: How to pull acquisition data to influence growth and retention
  • How to keep the funnel fed,  without forgetting to understand what is driving the highest value not just the highest volume
  • Moving from acquisition CRM strategies to customer behaviour CRM strategies: How to use connected data to increase your customer visibility and create more accurate buying behaviour models
Peter Grebarsche, Head of Digital Strategy & CRM at L'Oreal

Peter Grebarsche

Head of Digital Strategy & CRM


2:15 pm - 3:00 pm HEADLESS ECOMMERCE BOARDROOM: How tackle the challenges of integrating your corporate website with your eCommerce platform
·         What are the pros and cons of headless eCommerce and how can it be implemented?
Olivier Luxon, IT Director - eCommerce, Digital & Big Data at Carrefour

Olivier Luxon

IT Director - eCommerce, Digital & Big Data


2:15 pm - 3:15 pm WORKSHOP: What is the secret behind conversions?: How to create a next-level customer experience across all channels to provide meaningful engagement and increase conversions
  • How to integrate data from multiple systems and sources to avoid wasting budget on retargeting the same audience and increase conversion
  • How to develop your business with data-driven decision making
  • How to make sure that we have the right information from our customers to increase the impact on them


2:00 pm - 3:00 pm From personalisation to payment solutions, relax in the eTail lounge away from the crowd, and engage with the solution providers sharing the latest innovations shaping the customer buying journey

eCOMMERCE STREAM Advanced Website Optimisation

2:40 pm - 3:00 pm CASE STUDY: How to turn high mobile traffic into sales with personalisation designed for the modern customer journey
Florian Schoppe, Team Lead UX & Product Manager App at MYTOYS Group

Florian Schoppe

Team Lead UX & Product Manager App

UX STREAM Attracting, Engaging & Retaining Customers

2:40 pm - 3:00 pm CASE STUDY: The customer journey as the pivot for wholistic marketing: How integrated marketing automation can supercharge retailers CRM system, providing them with more insightful information about the interest of their customers

3:20 pm - 4:00 pm Afternoon Networking Break

Getting Closer To Your Customer

4:00 pm - 4:20 pm FIRE SIDE CHAT INTERACTIVE– MEET THE MOST EXPERIENCED SUBSCRIPTION ECOMMERCE PLAYER IN THE DACH REGION: How to implement a subscription business model that strengthens customer loyalty and increases their lifetime value
  • How to build a successful subscription business that creates  creating value to the subscribers
  • The challenge of maintaining customer interest and engagement with the products on offer
  • The importance of building a flexible subscription service that allows customers to customise their orders monthly
Samy Liechti, Founder at BLACKSOCKS

Samy Liechti


Getting Closer To Your Customer

4:20 pm - 4:40 pm CASE STUDY: D2C meets retail revolution: Find out how Yamo is changing the baby food category in Europe, both on- and offline
Tobias Gunzenhauser, CEO and Co-Founder at Yamo

Tobias Gunzenhauser

CEO and Co-Founder

Getting Closer To Your Customer

4:40 pm - 5:10 pm With customers shopping with their emotions rather than their wallets how to adapt to an increasing demand for a more personalized product experience
  • How to measure the effectiveness of your personalisation initiatives across all channels in order to gain a clearer picture of the impact of your bottom line
  • With customers shopping with their emotions rather than their wallets how  to adapt your branding to respond to this trend
  • How to leverage content and eCommerce together to deepen customer relationships
Christian Möhring, CEO and Founder at Madeone

Christian Möhring

CEO and Founder


4:15 pm - 5:00 pm WORKSHOP: Book for sponsors


4:15 pm - 5:00 pm WORKSHOP: How to bolt on voice technology to your CRM system to boost productivity and enhance your customer experience Book for sponsors
  • How voice CRM will open up new possibilities to work smarter and connect with customers in engaging new ways
  • How smart CRM has the potential to help you to make smarter and more impactful decisions across departments
  • How using voice can you obtain valuable data and insights and remove the friction of repetitive administrative tasks like data entry


4:00 pm - 5:00 pm From personalisation to payment solutions, relax in the eTail lounge away from the crowd, and engage with the solution providers sharing the latest innovations shaping the customer buying journey

Finding The Next Big Start Up

5:00 pm - 5:40 pm DRAGONS’ DEN: Of the many new technologies now entering the digital space, which are the best ones to invest in to achieve a seamless retail experience that exceeds customer expectations?

Moderator: Claudius Jablonka, the Co-Founder, Plug and Play

Xaver Lehmann is CEO & Managing Director, e-bot7
Kevin Becker, Co-Founder, Dotaki
Bobby Östberg,  Founder & CEO,ZyseMe
Marcel Herz, Co-Founder, Tiliter

5:40 pm - 6:40 pm Close of Day 1 followed by Networking Drinks Reception