eTail Germany 2019

07 - 08 March, 2019

The InterContinental Berlin

+44 (0) 207 368 9573

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Agenda Day 1: 7th March

8:00 am - 8:45 am Registration & Welcome Coffee

8:45 am - 8:50 am Welcome Remarks


Dominik Holtforth

eCommerce & Online Marketing Professor and Director
eCommerce Institut Koln

Delivering the Ultimate CX With Personalisation

9:00 am - 9:20 am OPENING KEYNOTE: Building the innovative retail network of the future: How emerging new technologies are transforming the retail shopping experience

Constance Stein - Head of eCommerce Innovation, Otto
·         Winning the direct-to-customer conversation: How to personalise your customer’s shopping experience to stand out from the crowd in a highly competitive environment
·         How to create an effective 1:1 personalisation roadmap to help you engage with your customer directly
·         The importance of tracking every customer action along the sales funnel in order to better understand how to personalise their experience
·         How to build different personalisation scenarios in order to know who you are talking to and what and where to personalise

Constance Stein

Head of eCommerce Innovation

9:20 am - 9:40 am INSPIRATIONAL CASE STUDY: Exploiting advanced analytics: How to leverage machine learning and AI to bridge the gap between eCommerce and marketing and deliver on your personalisation goals

Michael Böhme - Head of Artificial Intelligence Program, Zalando
·         Demystifying AI: How to implement machine learning from idea to production
·         Leveraging best practices when implementing machine learning in eCommerce
·         Practical areas where AI can make a difference: inventory, pricing, stockouts and more
·         How to use AI to better engage customers through communication and experiences

Michael Böhme

Head of Artificial Intelligence Program

9:40 am - 10:00 am CASE STUDY : How customer knowledge and customer data can help you to build more engaging platforms in order to drive more effective online performance with a specific focus on the older customer

Patrick Osborne - Head of Customer Insights & Analysis, QVC
·         The importance of connecting all the dots collected from customer data
·         How to personalise communications while maintaining a consistent brand image
·         How to create a more consistent online data collection and consolidation practice
·         Top tips and tricks to develop your single customer view

Patrick Osborne

Head of Customer Insights & Analysis

10:00 am - 10:20 am CASE STUDY: How campaign intelligence solutions empower retail companies to reinvent their campaign strategy with deep learning

Presented by Tinyclues

10:20 am - 11:00 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.

The View From The Top: C-Suite Perspectives

11:00 am - 11:20 am CHIEF DIGITAL OFFICER KEYNOTE: “Creating The One Buying Experience”: How to combine the best of physical and digital retail on a global scale to close the gap between offline and online channels
Johan Lidenmark - Chief Digital Officer, Intersport
•How to overcome the core challenges encountered when implementing a truly omnichannel business strategy
•The importance of the delivering consistent messages and experiences across all channels
•How to drive your offline audience to your online programs & vice versa


Johan Lidenmark

Chief Digital Officer

The View From The Top: C-Suite Perspectives

11:20 am - 11:40 am CHIEF MARKETING OFFICER KEYNOTE How the introduction of automation is changing the marketing function: Key challenges to address in order to maintain the human interaction behind the tech
Arnaud Jolif - Chief Marketing Officer, DeinDeal
•How the introduction of automation is changing the marketing department structure and how companies are addressing this change
•Where and how to start  marketing automation efforts 
•How do you know if you are ready to start the journey?
•Key challenges to overcome when implementing marketing automation


Arnaud Jolif

Chief Marketing Officer

The View From The Top: C-Suite Perspectives

11:40 am - 12:00 pm CHIEF EXECUTIVE OFFICER KEYNOTE Taking the next step: How to turn a start-up into a major player that is able to maintain an entrepreneurial culture and high levels of customer service
Torsten Schero - Chief Executive Officer, rebuy reCommerce
•Ensuring your systems are built to support expansion from day 1
•Maintaining an entrepreneurial culture during growth
•How to keep consistent customer experience as order fulfilment increases
•How to build a successful measurement framework and KPIs that show the effectiveness of your strategies
•Building the right teams to support company strategy 


Torsten Schero

Chief Executive Officer
rebuy reCommerce


11:00 am - 11:50 am WORKSHOP: The Revolution will be vocalized: How voice is changing everything
Nasser Sahlool - Vice President, Client Strategy, DAC Group


Nasser Sahlool

Vice President, Client Strategy
DAC Group


11:00 am - 11:50 am WORKSHOP: Personalisation: BEYOND DESIGNING WEBSITE OR APPS
Presented by Evergage


12:00 pm - 1:00 pm WORKSHOP: Break Free: Exceed customer expectations beautifully simple
Andreas Mahl - Director of Marketing, Central, Zendesk

Andreas Mahl

Director of Marketing, Central

Gaining A Competitive Edge

12:00 pm - 12:20 pm CREATIVE GUEST KEYNOTE The idea matters: How should a brand behave to make a stronger impact in such a competitive market?

Markus Maczey - Chief Creative Officer, Serviceplan
•How to inspire your customers, increase sales, and generate social media buzz
•How to develop an agile marketing method to create responsive content marketing that connects with your customers
•How to connect your brand at an emotional level beyond the product


Markus Maczey

Chief Creative Officer

12:20 pm - 12:40 pm CASE STUDY INTERACTIVE Your Chinese expansion can’t wait: why brands that want to enter the Chinese market need to up their game – and fast

12:40 pm - 1:00 pm CASE STUDY Brand online marketplaces strategy – must-have or nice-to-have – in the era of growing popularity of marketplace platforms : How to adopt a marketplace business model that can help you fast-track your digital transformation journey and boost your eCommerce revenue

Bożena Nawara-Borek - eCommerce Manager Europe/ CEEMEA, Swarovski


Bożena Nawara-Borek

eCommerce Manager Europe/ CEEMEA

1:00 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.

UX STREAM – Optimising The Mobile Experience

2:00 pm - 2:20 pm CASE STUDY Giving your mobile site a significant advantage: How to exploit progressive web apps (PWA) to deliver fast, integrated, reliable and engaging customer experiences
Tom Dwyer - Head of PWA Development, Trivago
•How PWA can help brands to increase traffic and conversions on mobile
•How to deliver fast, integrated, reliable and engaging experiences on mobile
•How to create an unique user experience using responsive layouts accommodating to the size of the customers screen


Tom Dwyer

Head of PWA Development

UX STREAM – Optimising The Mobile Experience

2:20 pm - 2:40 pm CASE STUDY Mobile-First Commerce: How to empower unique mobile user experiences, drives revenue and reduces maintenance costs using PWAs ?
Tom Karwatka - CEO, Divante
•How Open Source is here to help PWA vs APPS - similarities?

Tom Karwatka


UX STREAM – Optimising The Mobile Experience

2:40 pm - 3:00 pm CASE STUDY Increasing user interactivity through innovations in mobile: How and when to use apps to generate increased revenue and drive customer loyalty
Veselina Hristova - Product Owner Mobile Apps, zooplus AG
·         How to convert high mobile traffic into sales with apps designed for the modern customer
·         Engaging with your customers who use the app in-store
·         App touchpoints that drive the most conversions: discount offers, reviews, in-store stock location
·         Personalising app communications 

Veselina Hristova

Product Owner Mobile Apps
zooplus AG

UX STREAM – Optimising The Mobile Experience

3:00 pm - 3:20 pm CASE STUDY The challenges of driving transformation – learnings from real life IoT implementation to drive more sales
Arti Buxi - Head of Global Implementation connect, Nestle


Arti Buxi

Head of Global Implementation connect

MARKETING STREAM – Data-Driven Personalisation

2:00 pm - 2:20 pm CASE STUDY Turning customer insights into actionable intelligence: How to run advanced analytics on customer data to align your digital channels and create a truly connected shopping journey
Martin Roulund Jakobsen - eCommerce Manager, Radisson Hotel Group
•How to track a customer’s buying experience across multiple platforms  
•How to create and sustain an effective data analytics strategy
•Cutting through the noise – key data sources to focus on and how to interpret the results


Martin Roulund Jakobsen

eCommerce Manager
Radisson Hotel Group

MARKETING STREAM – Data-Driven Personalisation

2:20 pm - 2:40 pm CASE STUDY The impact of true personalisation on revenue and customer loyalty: Using AI to activate omni-channel CRM data for advertising
Peter Potthast - Country Manager DACH, Conversant Media

Peter Potthast

Country Manager DACH
Conversant Media

MARKETING STREAM – Data-Driven Personalisation

2:40 pm - 3:00 pm CASE STUDY How the beauty industry is using artificial intelligence (AI) and machine learning to optimise the customer experience
Linda Hellqvist - Chief Marketing Officer, Swiss Clinic
•How to improve the customer experience by leveraging next-generation technologies across multiple channels 
•How new technology is helping retailers to create a perfect synergy between eCommerce, loyalty, marketing and advertising 
•Narrowing the time between insight and action


Linda Hellqvist

Chief Marketing Officer
Swiss Clinic

MARKETING STREAM – Data-Driven Personalisation

3:00 pm - 3:20 pm CASE STUDY Killing performance marketing: How to leverage personalisation tactics to increase retention and reduce ad spend
Benjamin Bauer - CMO & Co-Founder, foodpanda
·         How to avoid the mistake of building a company based on just performance marketing
·         Where is the real value for the customer when the main focus is on product driven growth?
·         How to merge performance marketing KPIs with customer experience based marketing ones

Benjamin Bauer

CMO & Co-Founder


2:00 pm - 3:00 pm THE MARKETING WORKSHOP: Building a successful Customer Engagement Strategy that drives ROI
Bruno Gorgulho - Head of Solutions, Exponea

Bruno Gorgulho

Head of Solutions


2:00 pm - 3:00 pm INNOVATION AT ITS BEST WORKSHOP: From design thinking to design doing: Learn how to digitalize a beer community through people’s ideas, processes and technology.
Martin Gruber - Innovation Evangelist, Netconomy

Martin Gruber

Innovation Evangelist

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

UX STREAM – Advanced in Digital Channel Optimisation

4:00 pm - 4:20 pm CASE STUDY How to create meaningful site experiences that effectively engage your customers and drive sales
Catharina Classen - E-Development Senior Account Manager, Otto
•How to deal with a website that gets lots of traffic but very low conversion rates?  
•The importance of looking for the key of your audience in order to deliver content that they really care about and keeps them in the channel for longer
•The challenge of making sure that when customers land on the homepage, they feel they are in the right place


Catharina Classen

E-Development Senior Account Manager

UX STREAM – Advanced in Digital Channel Optimisation

4:20 pm - 4:40 pm CASE STUDY How to tap into your shoppers basic behavioral drivers when using immersive technology to move them along the path to purchase and achieve satisfaction in their shopping experience
Ida Josefsson - Innovation Manager Digital Channels, SJ AB
•How engaging systematically with your customer is key to creating a seamless customer experience
•How can you get a true reflection of the customer experience in a complex omnichannel environment?
•How to introduce agile technology across the eCommerce department to help create more personalised experiences


Ida Josefsson

Innovation Manager Digital Channels

UX STREAM – Advanced in Digital Channel Optimisation

4:40 pm - 5:00 pm CASE STUDY How to use new digital channels that open up new distribution opportunities
Kai Herzberger - Director DACH & EMEA, eCommerce & Transformational Retail, Facebook
•Taking the first steps – how to identify new channels and the opportunities they present
•How to develop a distribution strategy suitable for the channel
•Getting the right mix of channels to ensure they support each other


Kai Herzberger

Director DACH & EMEA, eCommerce & Transformational Retail

MARKETING STREAM – Creativity: The Art of Storytelling

4:00 pm - 4:20 pm CASE STUDY Ensuring creativity is not lost in the modern data-driven marketing world: How to create an efficient cross platform storytelling strategy
Fabian Roser - Managing Director Creative, DDB-Tribal
·   How companies are trying to cut through the noise using emotional strategies that make customers react, think and feel
·   How marketers can create more impactful stories that really connects with the target audience and create a sense of belonging to the brand
·  How to use the art of narrative to transform unexciting  product descriptions into inspiring stories that connect with the audience
·   How to leverage data, innovation and technology to make your creative campaigns even more meaningful and relevant to your customers

Fabian Roser

Managing Director Creative

MARKETING STREAM – Creativity: The Art of Storytelling

4:20 pm - 4:40 pm CASE STUDY How to use content that cuts through the noise in an attention deficient landscape and builds a community of loyal customers that engages with your brand in the online-offline worlds
Andreas Aurhammer - Managing Director, Nitro Snowboards
•What is the right marketing mix to engage customers in today's attention-deficit landscape?
•How can you build a community of loyal customers that engage with your brand in online and offline experiences?
•Exploring the value of genuine experiences, for both your customers and your brand


Andreas Aurhammer

Managing Director
Nitro Snowboards

MARKETING STREAM – Creativity: The Art of Storytelling

4:40 pm - 5:00 pm CASE STUDY How to work with your product team to develop killer content that resonates and engages your customers across all digital touchpoints
Ian Volz Pascal - Managing Director of Performance, fischerAppelt
•How agile thinking can transform your content marketing and deliver greater results  
•How agile content marketing allows marketers to respond quicker to customers across channels to engage and bring more traffic


Ian Volz Pascal

Managing Director of Performance


4:00 pm - 5:00 pm CHINA BOARDROOM: Cross Border eCommerce in China: A market full of opportunities and over one hundred million potential customers – how to enter successfully?
Julia-Caroline Schmidt - Head of China Business,

Julia-Caroline Schmidt

Head of China Business


5:00 pm - 6:00 pm CONTENT PERSONALISATION BOARDROOM Be smart with content: How to create your content strategy, from defining objectives of content, to the ROI and reporting on content production and media buying
Fleur Willemijn van Beinum - Director of Global Content, JDE

Fleur Willemijn van Beinum

Director of Global Content


4:00 pm - 5:00 pm WORKSHOP Building programmatic capabilities in-house: The strategy, resources and technology you need to succeed


5:00 pm - 6:00 pm WORKSHOP
1-How to use data to help generate creative ideas:
Rebecca  Atanda, eCommerce Marketing Manager, Columbia Sportswear

2-How to create dynamic content and push it in an engaging way on digital platforms to bring  your campaigns to life:
Fernanda Conti, Head of Global Marketing Communication, STABILO

3-How to embrace cultural change and the new skills required in the digital era:
Adrian Runte, Head Of Information Technology, A.T.U 

4-How to start your digital transformation journey for successfully  improving the online customer experience:
Fabrizio Viacava, Chief Digital Officer, Etro 

5-How to dynamically increase the effectiveness of your SEO strategy:
Stefan Kock, Marketing Director, 

6-How to expand and grow your business cross-borders in a world where people are buying into trends over brands:
Martin Horvath, Head of eCommerce Europe, Deutsche Telekom 

7-How to implement a subscription business to strengthen customer loyalty and increase their lifetime value :
Werner Hammer, Head of eCommerce, GANT


Fernanda Conti

Head of Global Marketing Communication


Adrian Runte

Head of Digital Development Berlin


Fabrizio Viacava

Global Head eCommerce & Digital Marketing


Stefan Kock

Marketing Director


Martin Horvath

Head of eCommerce Europe
Deutsche Telekom


Werner Hammer

Head of eCommerce

Rebecca Atanda

eCommerce Marketing Manager
Columbia Sportswear

8-How to strengthen the integration of your physical and web stores to truly deliver seamless  customer experiences:
Michael Bermadinger, Head of eCommerce Operations   & Projects, Interspar

 9-1P vs. 3P on   Amazon as a manufacturer. Is it better to go 1P or 3P on Amazon or do a   combined model?:
Stefanie Greve,  Senior key account manager – ecommerce, RB

 10-How to overcome the challenges around using  voice search and personal assistants:
Tobias Zeit, Director of eCommerce, DocMorris

 11- TBC

 12-The importance of knowing your customer in order   to recommend products that will really benefit them:  How to take recommendations to the next level:
Philip Lange, Head of Category Management,   INCKD

 13-How to look for  the best defensive partnership and strong   alliances in the market to beat competitors:
Ulrike Hackl,   eCommerce & Account Manager, Fossil

14-How to gain competitive advantage in high value goods through personalised customer service and customer trust as a key driver
Andreas Rainer, Managing Director, A-Z Gartenhaus

15- The future of digital customer engagement: Why 2019 is the year to invest in humans                   
Dietmar Giese, Country Manager DACH, iAdvize


Michael Bermadinger

Head of eCommerce Operations & Projects


Stefanie Greve

Senior key account manager – ecommerce


Mr Tobias Zeit

eCommerce Director
Doc Morris


Philip Lange

Head of Category Management


Ulrike Hackl

eCommerce Account Manager


Andreas Rainer

Managing Director
A-Z Gartenhaus

Dietmar Giese

Country Manager DACH

6:00 pm - 7:00 pm Networking Drinks Reception