eTail Germany 2019

07 - 08 March, 2019

The InterContinental Berlin

+44 (0) 207 368 9573

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Agenda Day 2: 8th March

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

8:45 am - 8:50 am Welcome Remarks

8:50 am - 9:00 am Chairperson’s Opening Address

Luca Paderni - General Director, Netcomm Suisse Observatory

Luca Paderni

General Director
Netcomm Suisse Observatory

Re-Thinking Traditional Ways Of Working

9:00 am - 9:20 am OPENING KEYNOTE – EUROPEAN PIONEERS Connected customer experience and law of growth: Learnings on how to establish global campaign performance metrics to drive user engagement

Marina Sverdel - Global Head of Multichannel Marketing, Metro

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Marina Sverdel

Global Head of Multichannel Marketing
Metro

9:20 am - 9:40 am CUSTOMER EMPOWERMENT CASE STUDY Talk and listen to your customers: How to build a truly customer-centric organisation through dedicated customer research

Jens-Ole Boelsen - Head of UX, Otto Group
·         Building the research strategy: questions to ask and who to ask them to
·         Tailoring the research for different audience segments
·         How to translate the data into meaningful insights 
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Jens-Ole Boelsen

Head of UX
Otto Group

9:40 am - 10:00 am CASE STUDY Distinguishing between fad and reality : How can you decide which emerging technologies are best to shortlist, evaluate and implement to deliver long term results for your business?

Peter Grebarsche - Head of CRM & Digital Consumer Interaction Strategy, L’ORÉAL
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Peter Grebarsche

Head of CRM & Digital Consumer Interaction Strategy
L’ORÉAL

10:00 am - 10:20 am CASE STUDY - TBC

Booked for Dynamic Yield

Find The Next Big Thing

10:20 am - 11:00 am 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 expectations?

Robin Müller - Co-Founder, Lesara Martin Grosse - CMO Germany, Microsoft Germany Laurent Garet - Chief Executive Officer, La Redoute Hendrik Blenken Blijdenstein - Chief Commercial Officer, Digitec Galaxus
Join our dragons as they assess the latest retail and eCommerce innovations from start-up companies pitching their tech in a bid to win first place. Listen up as the dragons review the technology’s benefits to your business, predict their future success and deliver their verdicts. The ultimate decision is in your hands though, as the audience get to vote for their favourite. Will you find the next big thing? 
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Robin Müller

Co-Founder
Lesara

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Martin Grosse

CMO Germany
Microsoft Germany

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Laurent Garet

Chief Executive Officer
La Redoute

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Hendrik Blenken Blijdenstein

Chief Commercial Officer
Digitec Galaxus

11:00 am - 11:40 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.

UX STREAM – Aligning the Online & Offline Worlds

11:40 am - 12:00 pm CASE STUDY How to strengthen the integration of your physical and digital CX to invite new customers & make them happy to stay
Michal Szaniecki - Marketing Director, Volkswagen
·         How technology is allowing retailers to mix digital engagement with the real world
·         How to integrate and synchronise your online channels with your store experiences to keep pace with the way consumers shop today
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Michal Szaniecki

Marketing Director
Volkswagen

UX STREAM – Aligning the Online & Offline Worlds

12:00 pm - 12:20 pm CASE STUDY Closing the gap between offline and online channels: How to create a next-level customer experience across all channels to provide meaningful engagement and increase conversions
Thorsten Wilhelm - Chief Commercial Officer, Intertoys
•How to combine the online and offline worlds for a better customer journey
•How to identify all of your marketing channels and determine the best combination to integrate the on & offline worlds
•The challenge of offering the customer a consistent purchasing experience if it is online or in store

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Thorsten Wilhelm

Chief Commercial Officer
Intertoys

UX STREAM – Aligning the Online & Offline Worlds

12:20 pm - 12:40 pm GUEST INSPIRATION The campaign in the digital age: How you can create massive impact on conversion with a timely limited campaign
Matthias Storath - Chief Creative Officer, Heimat
•How to drive loyalty in an environment where customers don’t have a relationship with brands
•How to identify emotional motivators
•How to connect your brand at an emotional level beyond the product

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Matthias Storath

Chief Creative Officer
Heimat

MARKETING STREAM – Taking Advantage of Emerging Technology

11:40 am - 12:00 pm CASE STUDY How to implement advances in analytics and automation to transform your marketing department and enable your staff to think tech-first
Daniele Sghedoni - Head of Data & Marketing Technologies for eCommerce, Benetton
·         How to balance your customer’s digital expectations with traditional business realities
·         How to overcome the challenges of internal digital transformation in order to deliver a seamless multichannel customer experience
·         How organisations need to reinvent their offerings to keep up and connect with their customers
·         How can companies stay ahead of rapidly changing expectations
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Daniele Sghedoni

Head of Data & Marketing Technologies for eCommerce
Benetton

MARKETING STREAM – Taking Advantage of Emerging Technology

12:00 pm - 12:20 pm CASE STUDY How to implement machine learning to automate analysis of customer data and generate in-depth insights that enable you to build more complete profiles of your customers
Carlos Soares - Senior Director of Marketplace Analytics, Nike
•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 touch points to gain a better understanding of customer behaviour 

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Carlos Soares

Senior Director of Marketplace Analytics
Nike

MARKETING STREAM – Taking Advantage of Emerging Technology

12:20 pm - 12:40 pm CASE STUDY How to use chatbots to improve customer service and help push incomplete bookings over the line
Pelayo Pando - Director of e-Commerce Business Development & Market Strategy, NH Hotel Group
•What can chatbots do already?
•In-store chatbots use
•How to collect and analyse the data generated by chatbots
•Overcoming the challenges of personalisation in chatbot use

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Pelayo Pando

Director of e-Commerce Business Development & Market Strategy
NH Hotel Group

INTERACTIVE STREAM – Workshops

11:40 am - 12:40 pm TECH WORKSHOP: How to build the right eCommerce infrastructure and how to select and be smart selecting the tech that will help you to grow your sales

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.

eCOMMERCE STREAM – Gaining A 360 Degree View Of Your Customer

8:00 am - 8:30 am CASE STUDY Leveraging advanced metrics: How fragmented is the customer journey, and what KPIs should you use to measure customer engagement?
Dominik Holtforth - eCommerce & Online Marketing Professor and Director, eCommerce Institut Koln
·         How to develop more effective strategies to measure what really matters
·         How to gain a clearer picture of your measurement KPIs in a time that every click is converted into measurable data
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Dominik Holtforth

eCommerce & Online Marketing Professor and Director
eCommerce Institut Koln

eCOMMERCE STREAM – Gaining A 360 Degree View Of Your Customer

2:20 pm - 2:40 pm CASE STUDY From click to customer: How to create an unique value proposition throughout the entire customer journey
Oliver Weyergraf - Founder & CEO, Pamono
•Lowering friction between the different touch points: How to ensure a uniform brand experience across all channels 
•Remembering that the customer doesn’t think in channels but in brands 
•The challenge of ensuring consistency at any time on any device

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Oliver Weyergraf

Founder & CEO
Pamono

eCOMMERCE STREAM – Gaining A 360 Degree View Of Your Customer

2:40 pm - 3:00 pm CASE STUDY How to integrate commercial influencers and bloggers into a company’s traffic generation strategy
Esamatti Vuolle - Head of Digital Experience, Tallink Silja
•How do you turn ordinary customers into fans, advocates, and influencers
•How do you get your customers to create content that helps influence people to buy?

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Esamatti Vuolle

Head of Digital Experience
Tallink Silja

eCOMMERCE STREAM – Gaining A 360 Degree View Of Your Customer

3:00 pm - 3:20 pm CASE STUDY How to use personalisation to identify ancillary revenue streams and drive core retail sales
Deniz Macura - Strategic eCommerce Lead, Google
•Moving from acquisition CRM strategies to customer behaviour CRM strategies that allow you to drive personalization to the next level
•The importance of combining data from multiple sources into one unified system that helps to drive personalisation 
•Which are the best practices and how to build trust with your customers through personalization?

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Deniz Macura

Strategic eCommerce Lead
Google

LOGISTIC & eCOMMERCE STREAM – Returns Strategy

2:00 pm - 2:20 pm LOGISTICS LANDSCAPE CASE STUDY Returns: Converting a Nightmare to Opportunity: More goods are coming back and costs are spiraling – how do we convert the challenge of returns to our advantage?
Matthieu Paulssen - Head of Warehouse Operations, Navabi
•How  to structure a market-leading logistics network that ticks all the boxes: customer-centric, agile and optimise cost
•How to design your last mile delivery model in order to achieve the fast convenient and cost-effective deliveries promised to your customers
•How to reach competitive advantage by building an easy, transparent and convenient returns policy that lives up to customer expectations

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Matthieu Paulssen

Head of Warehouse Operations
Navabi

LOGISTIC & eCOMMERCE STREAM – Returns Strategy

2:20 pm - 2:40 pm CASE STUDY Borderless eCommerce: How to use marketplaces as the best tool to enter new markets with ease
Stefan Fraude - Head of Marketplace, Digitec Galaxus
•How to choose the right marketplace for your business that aligns with the nature of your product
•Taking advantage of working with a local partner to guarantee a seamless shopping experience and maximise conversions
•How to tackle the challenge of controlling brand experience and image when selling through a partner 

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Stefan Fraude

Head of Marketplace
Digitec Galaxus

LOGISTIC & eCOMMERCE STREAM – Returns Strategy

2:40 pm - 3:00 pm CASE STUDY Social commerce in corporate communications: How to position your brand when interacting with customers in the social world
Benno Schwede - Head of Parnership, Pepper.com
•What are the best tools to put in numbers how much traffic and conversions influencers are bringing from their activities
•The importance of examining an influencer’s reach: analysing number of followers, impressions and traffic
•How to take advantage of different social media tools based on the nature of your product

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Benno Schwede

Head of Parnership
Pepper.com

LOGISTIC & eCOMMERCE STREAM – Returns Strategy

3:00 pm - 3:20 pm CASE STUDY How to use Amazon to reach out to a mass of new customers - a chance nobody should miss
Tobias Kosten - Head of Marketing, Konstantin Slawinski
•Changes in the marketplace and how to sell products today and tomorrow
•The 5 P’s on Amazon: Product, Price, Processes, People, Promotion
•How to deal with Amazon: Vendor vs. Seller
•Get your head out of the lion’s mouth: how to become independent from Amazon

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Tobias Kosten

Head of Marketing
Konstantin Slawinski

INTERACTIVE STREAM – Workshops

2:00 pm - 3:00 pm VOICE WORKSHOP Connecting with customers in the age of assistance: How can businesses adapt to best serve their shoppers needs?

3:20 pm - 3:40 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

3:40 pm - 4:00 pm CASE STUDY Factors influencing internationalisation speed and market selection of online retailers: How to expand your business cross-border in a world where people are buying into trends over brands

Matthias Schu - Head of eCommerce Projects, coop@home
•How to reduce your exposure to risk when exploring new regions
•How companies need to think globally and at the same time locally if they want to grow across markets
•How to make returns affordable when customers are far away?
•Geo blocking: The importance of price and service transparency

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Matthias Schu

Head of eCommerce Projects
coop@home

4:00 pm - 4:20 pm CASE STUDY Transferrable lessons from the Chinese market: What can German brands learn from the largest eCommerce market in the world to drive revenue?

Oliver Prothmann - President, BVOH
•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

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Oliver Prothmann

President
BVOH

4:20 pm - 4:40 pm CLOSING CHIEF EXECUTIVE OFFICER KEYNOTE Turning market disruption into a competitive advantage: What are the 5 big digital trends you should look out for to stay ahead of the curve?

Miro Morczinek - Chief Executive Officer, 24factory
•What does today’s customer really want and what level of digital transformation do you need to add value to today’s connected customer?
•How to introduce the philosophy of constant change as an opportunity
•How new technology will help retailers to create a perfect synergy between eCommerce, loyalty, marketing and advertising in order to really understand how our customer’s shop

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Miro Morczinek

Chief Executive Officer
24factory

4:40 pm - 4:45 pm Chair’s closing remarks & End of conference