eTail Germany 2020

09 - 11 March, 2020

The InterContinental Berlin

+44 (0) 207 368 9573

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Conference Day Two – 11th March 2020

8:00 am - 8:30 am Registration and Welcome Coffee

8:30 am - 8:35 am Welcome Remarks

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

Getting Ahead Of The Game

8:45 am - 9:05 am OPENING KEYNOTE – CHIEF DIGITAL OFFICER: Leveraging customer experience as your key differentiator: How Coca Cola is creating the next-level of customer experience across all channels to provide meaningful engagement and increase commercial revenue

9:05 am - 9:25 am INSPIRATIONAL MILLENIALS KEYNOTE: Hearing from a MADE.COM on how to market tomorrow’s Millennials: What experiences will they expect of you in 2020 and beyond across all touch points?

Gemma Comabella, Managing Director DACH at MADE.COM

Gemma Comabella

Managing Director DACH
MADE.COM

AI As An Enabler

9:25 am - 9:45 am KEYNOTE– ADVANCE ANALYTICS PIONEER: Scaling AI: How to bring AI into production on a global scale and deliver a strategic portfolio of data products that matches organization-wide business objectives

Dr. Alexander Borek, Global Head of Data, Analytics & AI at Volkswagen Financial Services

Dr. Alexander Borek

Global Head of Data, Analytics & AI
Volkswagen Financial Services

9:45 am - 10:05 am OXFORD STYLE DEBATE: TRUE OR FALSE- Implementing AI processes into your business model is the only way to deliver on company goals at speed and remain competitive in today’s data-driven world

Secure your front row seat as the conference room turns into a debate forum. Choose your position in the opening audience vote and then engage with industry experts as they present their motions, question the opposition, defend their point of view and conclude with their closing statements. Ultimately, the power is in your hands as you decide who delivered a knockout argument and claims debate victory; will your opinion change by the closing vote? 
Jan-Frederik Morgenthal, Chief Product Owner Artificial Intelligence at Deutsche Telekom

Jan-Frederik Morgenthal

Chief Product Owner Artificial Intelligence
Deutsche Telekom

10:05 am - 10:25 am CLIENT INTERVIEW:

STA, Cover Genius

Customer Empowerment

10:25 am - 10:40 am CLIENT INTERVIEW: Harnessing Data in the Feedback Economy: Game-Changing Strategies for Gaining Actionable CX Insights

10:40 am - 11:00 am CASE STUDY: Online supermarket for everyone!: How an online supermarket is turning the grocery model on its head

Frederic Knaudt, Co-Founder at Picnic in Germany

Frederic Knaudt

Co-Founder
Picnic in Germany

11:00 am - 11:25 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.

Group 6

OMNICHANNEL STREAM - Blending Digital and Physical Worlds

11:25 am - 11:45 am CASE STUDY: Engaging the ‘phygital’ generation: How to integrate your physical and online channels to better engage your customers with more convenient and quality experiences
  • “Creating The One Buying Experience”: Bringing the divide between your digital and retail teams to present a single brand proposition to your customers
  • Positioning yourself for the rise of experiential retail: How to combine physical and digital sales to achieve profitable growth and improve customer experience
  • How can you integrate convenient digital customer services at the heart of your physical stores to reduce friction along the customer journey?
Henrik Voss, Head of Retail, eCommerce and Marketing at GRAVIS

Henrik Voss

Head of Retail, eCommerce and Marketing
GRAVIS

OMNICHANNEL STREAM - Blending Digital and Physical Worlds

11:45 am - 12:05 pm CASE STUDY: Rethinking performance marketing for a global omnichannel brand
  • Getting away from last-click attribution modelling: what are the alternatives to this?
  • How to develop a more accurate attribution model to optimise previously ignored channels that are contributing to conversion
  • Getting away from last-click attribution modelling: what are the alternatives to this?
  • How to identify an attribution model that gives you unique insight into your customer
Silvia Schmucker, Global Head of Peformance Marketing at Swarovski

Silvia Schmucker

Global Head of Peformance Marketing
Swarovski

OMNICHANNEL STREAM - Blending Digital and Physical Worlds

12:05 pm - 12:25 pm CASE STUDY: Building the Next Generation Lifestyle & Interior Shopping Experience: How to leverage show rooms to trigger customer curiosity, generate marketing momentum, boost overall sales and make customers loyal to your brand!
  • How pop up stores  provide a new way of meeting customers face-to-face, creating at the same time communities and social meeting points, delivering authenticity and relevancy that generates a stronger customer bond with your brand
  • How pop up stores can help brands to deliver customised services, making it easy and eventful to find specific products, simplifying purchasing methods and stretching the experience beyond the store to keep conversations going across channels
  • How to use your stores as “experience centres” to increase engagement with millennials and social influencers online and offline

DATA STREAM - Turning Customer Insights Into Marketing Action

11:25 am - 11:45 am CASE STUDY: Organizational shift in the era of AI: What do responsible business leaders need to do to ensure AI is effectively integrated and extends workforce capabilities?
  • How to build up a culture for data science and data-driven innovation?
  • How to drive a data-driven mind set across the enterprise
  • How to improve time to value for AI & Machine learning programmes
Michael Streit, Head Data Strategy & Analytics at Novartis

Michael Streit

Head Data Strategy & Analytics
Novartis

DATA STREAM - Turning Customer Insights Into Marketing Action

11:45 am - 12:05 pm CASE STUDY: How to use predictive analytics to take your customer segmentation to new heights and enable tailored conversations with your target audience
  • How to make the transition from cookie-based tracking to people-based marketing 
  • Creating a digital ID in the post-GDPR era: How to make the transition from cookie-based tracking to people-based marketing 
  • How the industry is shifting from third party data to first party data to gain more accuracy and increase consumer trust
  • How to build an successful measurement framework and KPIs that show the effectiveness of your personalised marketing strategies

DATA STREAM - Turning Customer Insights Into Marketing Action

12:05 pm - 12:25 pm CASE STUDY: How Zooplus is building a customer centric brand to engage and surprise customers with innovative experi-ences
  • 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?
  • How to create a next-level customer experience across all channels in to provide meaningful engagement and increase conversions
  • Understanding customer intent: How can you get closer to your consumers to understand their goals at every stage of the shopping journey to improve your CX across all touch points
Roman Melzer, Head of Customer Care at Zooplus AG

Roman Melzer

Head of Customer Care
Zooplus AG

INTERACTIVE STREAM

11:25 am - 12:25 pm SELLING TO CHINA BOARDROOM: How to reach Chinese online market
  • How Chinese eCommerce players are building their ecommerce through mobile-first adoption guaranteeing a truly seamless experience
  • How to create the best online shopping experience through user friendly websites, native mobile apps, mobile, weChat etc.
  • The benefits of allowing customers to connect with other users when buying to make their shopping experience more personal
Dr. Chun Chen, Head of Ecommerce and Digital Marketing at Mövenpick

Dr. Chun Chen

Head of Ecommerce and Digital Marketing
Mövenpick

INTERACTIVE STREAM

11:25 am - 12:25 pm WORKSHOP: How to optimise your online catalogues to make them faster and deliver more compelling product experiences across channels and countries
  • How to accelerate time-to-market and global expansion with a centralized hub to manage your product information and assets across all your sales channels
  • How to make sure you are providing your customers
  • the most up-to-date product information, regardless of the channel
  • The importance of having a single place to collect, manage, and enrich your product information to create a catalog, and distribute it to your sales and eCommerce channels

DEDICATED 1-2-1 MEETINGS

11:25 am - 12:25 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

DEBATING LOYALTY

12:25 pm - 1:05 pm OXFORD STYLE DEBATE– Agree Or Disagree- Automation is the answer to increase brands ecommerce customer loyalty!
Arnauld Jolif, Chief Marketing Officer at DeinDeal AG

Arnauld Jolif

Chief Marketing Officer
DeinDeal AG

Dr. Thomas Kloubert, Chief Marketing Officer at kftzeile24

Dr. Thomas Kloubert

Chief Marketing Officer
kftzeile24

Martin Roulund Jakobsen, Head of eCommerce Northen Europe at The Radisson Hotel Group

Martin Roulund Jakobsen

Head of eCommerce Northen Europe
The Radisson Hotel Group

UX STREAM BECOMING - CUSTOMER CENTRIC

12:25 pm - 1:05 pm CASE STUDY INTERACTIVE - Understanding the Experience: How to understand customer journey and develop a plan for the CX
  • How to remove the competitive tension between customer centricity, revenue growth, and product design by embracing the mutually beneficial relationship between CX and digital
  • How to leverage 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
Elif Semerci, Global Senior Manager CX at Delivery Hero SE

Elif Semerci

Global Senior Manager CX
Delivery Hero SE

1:05 pm - 2:30 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.

1:05 pm - 2:30 pm Mission Female Lunch: How women can address work-life conflicts and advance their careers

UX STREAM Gaining A 360 Degree View Of Your Customer

2:30 pm - 2:50 pm CASE STUDY: 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
  • 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
Moritz Klaemt, Global Digital Director at Henkel

Moritz Klaemt

Global Digital Director
Henkel

UX STREAM Gaining A 360 Degree View Of Your Customer

2:50 pm - 2:55 pm CASE STUDY: Shift of business model: How to drive digital transformation to meet the change happening in the ecommerce space landscape
  • How an old organization embraces change and fosters innovative thinking
  • How digital transformation will challenge us in three areas - technology, competence and organization/leadership
  • Digital transformation as a foundation for increased customer focus and value
Frank Leue, Chief Technology Officer at Lobenbergs Gute Weine

Frank Leue

Chief Technology Officer
Lobenbergs Gute Weine

eCOMMERCE STREAM Expanding Your Reach Through Marketplaces

2:30 pm - 2:50 pm FIRESIDE CHAT: How to use marketplaces as the a tool to enter new markets with ease and grow your international sales fast
  • How to choose the right marketplace for your business that aligns with the nature of your product
  • How to use marketplaces to offer customers faster checkout, localised currency conversion and mobile purchasing through an established and trusted platform
  • How to take advantage of working with a local partner that can guarantee a seamless shopping experience and maximise conversions
  • How to tackle the challenge of controlling brand experience and image when selling through a partner
  • Is Amazon going to take over, is it going to be a monopoly? What are the rest of the retailers going to do?
Damian Zaplata, Chief Commercial Officer at Allegro

Damian Zaplata

Chief Commercial Officer
Allegro

INTERACTIVE STREAM

2:30 pm - 3:30 pm SOCIAL MEDIA BOARDROOM: Creating a killer social media campaign: How to use different platforms to enhance your discovery and boost customer engagement

INTERACTIVE STREAM

2:30 pm - 3:30 pm WORKSHOP: Giving customers what they expect in their post-purchase: How to engage, delight and retain customers from cart to doorstep, and beyond
  • The importance of knowing in what moment make consumers repeat-purchase?
  • How to deliver the optimal transparent  customer journey that lets our customers really get to know and trust us
  • How to provide consistent, branded post-purchase communications and proactive notifications in the customer’s channel of choice  
  • The importance of provide a clear estimated delivery date and live order delivery information, both in-basket and post-purchase
1- How to build a mature unified eCommerce model  that optimises your digital &offline channels to stay ahead of the competition.
2- How to create a unified content that aligns with the company’s strategy and enhances your user experience.
3- How to take advantage of different social media tools based on the nature of your product.
4- How do you determine the perfect number of customer segment?
5- How to get customer insights to create content that drives conversions in your site.
6- How to use personalised email marketing to grow your eCommerce revenue and increase your customer lifetime value 
Michael Bermadinger, Head of eCommerce Operations & Projects at INTERSPAR

Michael Bermadinger

Head of eCommerce Operations & Projects
INTERSPAR

Michael Wolczyk, Head of Digital Sales and Processes at Commerzbank

Michael Wolczyk

Head of Digital Sales and Processes
Commerzbank

Dorit Posdorf, Director, Marketing and Sales at OUTFITTERY

Dorit Posdorf

Director, Marketing and Sales
OUTFITTERY

Meric Vardarizi, eCommerce Manager at RB

Meric Vardarizi

eCommerce Manager
RB

1- How to build a mature unified eCommerce model  that optimises your digital &offline channels to stay ahead of the competition: Michael Bermadinger, Head of eCommerce Operations & Projects, INTERSPAR

2- How to create a unified content that aligns with the company’s strategy and enhances your user experience:
Michael Wolczyk,  Head of Digital Sales & Innovation, Commerzbank AG

3- How to take advantage of different social media tools based on the nature of your product:
STC, Dynamic Yield

4- How do you determine the perfect number of customer segment?:
Dorit Posdorf, Director Marketing & Sales, OUTFITTERY

5- How to get customer insights to create content that drives conversions in your site:
Meric Vardarizi, eCommerce Manager, RB

6- How to use personalised email marketing to grow your eCommerce revenue and increase your customer lifetime value:
STC, netRivals

7- Cutting-edge search techniques: How to leverage the right text, images and audio to improve the effectiveness of your SEO strategy:
 STC, Gpredictive

8- It’s more than just points!: How can you make sure each touchpoint – whether in-person or in-app –creates the most value for your customer.

9- How to build the right eCommerce infrastructure and smartly select the best tech providers to grow your sales.

10- How to leverage  powerful personalisation techniques suited to customers on the go toconvert high mobile traffic into sales.
Michael Bermadinger, Head of eCommerce Operations & Projects at INTERSPAR

Michael Bermadinger

Head of eCommerce Operations & Projects
INTERSPAR

Michael Wolczyk, Head of Digital Sales and Processes at Commerzbank

Michael Wolczyk

Head of Digital Sales and Processes
Commerzbank

Dorit Posdorf, Director, Marketing and Sales at OUTFITTERY

Dorit Posdorf

Director, Marketing and Sales
OUTFITTERY

Meric Vardarizi, eCommerce Manager at RB

Meric Vardarizi

eCommerce Manager
RB

3:35 pm - 4:15 pm Afternoon 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.

Planning For Future Growth

4:15 pm - 4:35 pm KEYNOTE: How can we build the foundation for sustainable consumption in a way that makes better use of business assets and contributes to reducing negative environmental impact?

  •  How eCommerce companies can make a difference working with retailers and manufacturers to ensure that the products produce are more sustainable - specifically, encouraging manufacturers to use more sustainable processes
  • Younger generations are more committed to sustainability:  How retailers could be encouraged to offer strategies that prioritize the environment over consumer convenience
  • The importance of communicating and educating our customers on the impact of just in time shipments and how same deliveries are worsening traffic congestion and increasing carbon emissions
  • Millennials will often choose seven days if they were educated on the consequences and given a choice
Roel van Gasselt, CEO and Founder at Zizzz

Roel van Gasselt

CEO and Founder
Zizzz

4:35 pm - 5:00 pm CLOSING KEYNOTE – TECH EVANGELIST: Which new technology innovations are most likely to completely revolutionise the retail industry and drive the next wave of eCommerce growth?

  • Pushing the boundaries: How to elevate the customer experience from using Virtual Reality in retail
  • How technology is allowing retailers to mix digital engagement with the real world
  • How out of the box thinking will drive the next wave of eCommerce growth

5:00 pm - 5:10 pm Chairperson’s Closing Remarks & End of Conference