Day 1 | 17th March
8:00 am - 8:50 am
Registration & Welcome Coffee
8:50 am - 9:00 am
Welcome Remarks: Ajanta Palmiero-Rundle, Conference Director, eTail
9:00 am - 9:15 am
Chairperson’s Opening Address
ROLLING OUT AGENTIC AI
9:15 am - 9:35 am
OPENING KEYNOTE: Adapting to the Age of Intuitive AI: How we are scaling personalised shopping experiences to delight our customers without compromising brand integrity
Alejandro Saucedo -
Director of Engineering, Applied Science, Product & Analytics,
Zalando
- Building Agentic AI systems to personalise shopping experiences at scale
- Deploying AI agents to execute autonomous customer interactions and operations
- Balancing risk and reward to adopt AI agents without compromising on brand integrity
DESIGNING AI-SHAPED JOURNEYS
9:35 am - 10:15 am
KEYNOTE PANEL: Delivering AI-Ready UX: How can you rethink your SEO strategy and redesign interfaces to retain human-centricity in the new age of AI-driven customer journeys?
Marcela Gutierrez -
Global Head of Digital Analytics,
Fossil
Kristoffer Hedstrom -
Head of UX / UI Design & Research,
ON Running
- How can you redesign interfaces to prepare for AI-shaped customer journeys?
- What are the best practices for retaining human-centric design to future-proof against AI-driven UX disruption?
- How should we rethink user experiences in a world where AI is becoming the customer?
- How can you ensure that your SEO strategy is ready for the new AI search landscape?
10:15 am - 10:35 am
INTERVIEW: Automating Content: How you can generate and use AI-driven content to scale creativity, drive efficiencies, and boost brand engagement
- Integrating AI-powered content tools to personalise brand messaging across multiple markets at scale
- Governing and quality-checking AI output to maintain brand integrity and customer trust
- Leveraging Gen AI to accelerate campaign production and free up your teams to focus on value-add activities
10:35 am - 11:15 am
Morning break with networking
Grab a coffee and engage with best-in-class solution providers working to bring you closer to your customers.
ADAPTING TO CHANGING USER BEHAVIOUR
11:15 am - 11:45 am CASE STUDY INTERACTIVE: Capturing Next-Gen Audiences: How we leveraged content, commerce and community to turn Gen Z social engagement into sales Marcus Nessler - Head of Customer Experience, Samsung Electronics- Merging content, commerce and community to build emotionally resonant and trust-driven experiences
- Activating social-first features and data-driven targeting to capture next-gen audiences where they scroll
- Leveraging user-generated content and digital events to scale authentic engagement
ADAPTING TO CHANGING USER BEHAVIOUR
11:45 am - 12:05 pm CASE STUDY: Defining the Commercial Role of Your App: How to develop a user-centric engagement channel that drives sales and builds loyalty Joao Silva - Country eCommerce Manager Germany, IKEA- Designing an app and integrating personalised notifications that offer a convenient channel for mobile-native users
- Balancing app functionality and web flexibility to deliver a unified customer journey across both channels
- Measuring app performance and user impact to scale adoption and improve revenue outcomes
ADAPTING TO CHANGING USER BEHAVIOUR
12:05 pm - 12:25 pm INTERVIEW: Reimagining the Mobile Experience: How can you design next-gen apps that help you stay ahead of changing user behaviours and deliver effortless convenience?- Reimagining the mobile app experience and remaining relevant in a fast-evolving digital ecosystem
- Leveraging your app as a powerful tool to create more meaningful and longer-lasting customer relationships
- Integrating loyalty offerings and notifications within the app to strengthen engagement and repeat returns
ADAPTING TO CHANGING USER BEHAVIOUR
12:25 pm - 1:00 pm OXFORD-STYLE DEBATE: TRUE or FALSE: AI will replace the customer Dirk Ploss - Associate Director Early innovation, Beiersdorf David Smadja - Founder & Host, NeCXT PodcastSecure your front row seat as the conference room becomes a battlefield. Witness industry experts fight their corner over the most controversial topics in your industry.
Who will deliver the knockout argument to claim victory? Take your seat and vote!
TRUE: Dirk Ploss, Associate Director Early Innovation, Beiersdorf
AI-driven simulations, digital twins, or predictive personas are increasingly used to anticipate customer behaviour so accurately that businesses may prioritise interacting with AI-generated models rather than real customer feedback. Thus, in practice, AI replaces the "need" to interact with the actual customer.
FALSE: Richard Love, Team Lead Customer Success & Operations, Kleinanzeigen
No matter how advanced AI becomes, it cannot replicate the human emotional landscape, social context, or unpredictable needs of real customers. Empathy, trust, and genuine feedback loops remain human territories.
David Smadja
Founder & HostNeCXT Podcast
INTERACTIVE STREAM: Workshops
11:15 am - 12:05 pm WORKSHOP 1: How to adapt your SEO strategy to drive more traffic to your sites and remain competitive as AI overviews reshape the search landscapeINTERACTIVE STREAM: Workshops
12:05 pm - 12:45 pm WORKSHOP 3: How to automate performance analytics to identify and act on revenue-driving opportunities fasterINTERACTIVE STREAM: Workshops
11:15 am - 12:05 pm WORKSHOP 2: How to supercharge your retail media business to drive advertiser satisfaction and ROIINTERACTIVE STREAM: Workshops
12:05 pm - 12:45 pm WORKSHOP 4: How to adapt your multi-channel and multi-market operations to deliver a seamless omnichannel customer experience
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 and small interactive working groups.
1:00 pm - 2:00 pm
LUNCH WORKSHOP 5: How to leverage local insights to engage core customers and reach untapped audiences whilst maintaining brand identity
1:00 pm - 2:00 pm
LUNCH WORKSHOP 6: How to leverage key insights to drive meaningful impact and retain your customers long-term
Track Chair: Prof. Dr. Christian Stummeyer, Professor of Digital Commerce, Technical University of Ingolstadt
TRACK A: DEPLOYING PREDICTIVE PERSONALISATION
2:00 pm - 2:30 pm CASE STUDY INTERACTIVE: How to use AI and predictive personalisation to drive relevance across your customer journey and accelerate conversions Pallavi Modi - Director of Product - Acquisition & Retention, AI & Tech Platforms, Zooplus- How can you personalise every stage of the customer journey to drive relevance and reduce bounce?
- How can the needs of customers be anticipated using AI to create faster smarter buying journeys?
- How does the deployment of predictive suggestions help improve decision-making and reduce time-to-purchase?
TRACK A: DEPLOYING PREDICTIVE PERSONALISATION
2:30 pm - 2:50 pm CASE STUDY: How to scale personalisation and content variation to maintain a competitive edge on a budget- Personalising campaign assets to tell more resonant brand stories to targeted audiences
- Integrating personalisation into brand storytelling to deepen emotional customer engagement
- Localising at scale to personalise by region, culture, or context without duplicating effort
TRACK A: DEPLOYING PREDICTIVE PERSONALISATION
2:50 pm - 3:10 pm CASE STUDY: How we are tailoring customer journeys in real time across all touchpoints to boost engagement and conversions Heike Lari - Director Partner Marketing & Consultancy, Zalando- Measuring behavioural signals to personalise every stage of the journey from awareness to purchase
- Orchestrating dynamic content to keep customers moving toward conversion
- Unifying customer profiles to deliver consistent experiences across channels
Track Chair: David Smadja, Founder & Host, NeCXT Podcast
TRACK B: POWERING DATA-DRIVEN DECISIONS
2:00 pm - 2:30 pm CASE STUDY INTERACTIVE: How to use A/B testing to assess the outcomes of AI solutions based on metrics and overcome AI hype Marcela Gutierrez - Global Head of Digital Analytics, Fossil- Demystifying A/B testing and using it as the gold standard for evaluating AI tools in production
- Defining what to test, how to measure the outcomes, and what we have learned
- Tips and pitfalls of using A/B testing to choose AI solutions
TRACK B: POWERING DATA-DRIVEN DECISIONS
2:30 pm - 2:50 pm CASE STUDY: How to architect, assess and align your data to successfully roll-out predictive and scalable AI systems across your business- Preparing your data architecture to support scalable AI initiatives
- Assessing model readiness to effectively deploy predictive systems
- Aligning your data platform with business and stakeholders to effectively turn analytics into action
TRACK B: POWERING DATA-DRIVEN DECISIONS
2:50 pm - 3:10 pm FIRESIDE CHAT: How can you leverage an integrated data platform and real-time analytics to power agile, customer responsive marketing strategies? Bilgehan Kavlak - Team Lead Social Commerce, Tech & Analytics, Douglas Patrick Osborne - Manager, Customer & Marketing Analytics, QVC David Smadja - Founder & Host, NeCXT Podcast- How does a strong data platform foundation allow for the integration of personalised marketing across multiple channels?
- How can you ensure that data privacy and governance standards are met to maintain trust whilst scaling data-driven marketing efforts?
- How can you use real-time insights to keep marketing campaigns agile and customer-relevant?
David Smadja
Founder & HostNeCXT Podcast
INTERACTIVE STREAM: Workshops
2:00 pm - 2:40 pm WORKSHOP 7: How to integrate data, content and AI to create seamless, next-gen omnichannel experiencesINTERACTIVE STREAM: Workshops
2:50 pm - 3:45 pm WORKSHOP 9: How to implement Agentic and Gen AI tools throughout the shopping journey to improve service and reduce operational costsINTERACTIVE STREAM: Workshops
2:00 pm - 2:40 pm WORKSHOP 8: How to unlock the power of personalisation to deliver tailored experiences that drive conversionsINTERACTIVE STREAM: Workshops
2:50 pm - 3:45 pm WORKSHOP 10: How to simplify the return and exchange process to maximise post-purchase customer satisfaction
3:10 pm - 3:50 pm
Afternoon break with networking
Don’t forget to suggest a topic for tomorrow’s closing roundtables before you visit the popcorn stand, grab a hot dog, or just relax with your peers and the innovative vendors in the networking lounge!
Track Chair: Prof. Dr. Christian Stummeyer, Professor of Digital Commerce, Technical University of Ingolstadt
TRACK A: UNIFYING NEXT-GEN LOYALTY
3:50 pm - 4:10 pm CASE STUDY: How to integrate CX-excellence across all touchpoints and embed storytelling to rebuild brand trust and drive long-term loyalty Bert Middendorp - eCommerce Director, GALERIA- Embedding purpose-driven storytelling to differentiate your brand and inspire connections beyond transactions
- Integrating CX excellence across every touchpoint to rebuild brand reputation and trust
- Redesigning loyalty to deepen customer relationships and long-term engagement
TRACK A: UNIFYING NEXT-GEN LOYALTY
4:10 pm - 4:30 pm CASE STUDY: How to align your loyalty and CRM strategies to improve personalisation and maximise retention and lifetime value- Building a unified customer view to drive smarter data-led retention strategies
- Integrating loyalty in CRM planning to personalise rewards and communication at scale
- Leveraging AI and predictive analytics to anticipate customer needs and enhance loyalty
TRACK A: UNIFYING NEXT-GEN LOYALTY
4:30 pm - 5:00 pm PANEL DISCUSSION: How can you automate content and messaging with AI to strengthen customer relationships and drive loyalty at scale? Pallavi Modi - Director of Product - Acquisition & Retention, AI & Tech Platforms, Zooplus- Using AI for content personalistation at scale that deepens CRM impact
- Automating personalised messaging to drive customer loyalty and growth
- Embedding AI across the customer journey to deliver context-aware experiences
Track Chair: David Smadja, Founder & Host, NeCXT Podcast
TRACK B: SCALING FULL-FUNNEL RETAIL MEDIA
3:50 pm - 4:10 pm CASE STUDY: How to build a strong retail media and marketplaces strategy to unlock sustainable growth and long-term profitability Clemence Dhuyvetter - Sales Manager Partner Models, About You Kathrein Malchau - Teamlead Partner Sales, About You- Choosing the right marketplace to align with your business’ needs
- Adopting the best onboarding models to launch effectively
- Planning campaigns and retail media to drive measurable performance
TRACK B: SCALING FULL-FUNNEL RETAIL MEDIA
4:10 pm - 4:30 pm CASE STUDY: How to harness AI automation and optimise retail media investments in real time to accelerate profitable growth- Using AI-driven tools to optimise retail media strategies and adapt campaigns in real-time to shopper behaviour
- Aligning retail media strategy with full-funnel retail execution to drive measurable impact
- Streamlining media operations and decision-making to accelerate profitable growth and improve return on ad spend
TRACK B: SCALING FULL-FUNNEL RETAIL MEDIA
4:30 pm - 5:00 pm PANEL DISCUSSION: How can you integrate fragmented data ecosystems to enable accurate retail media targeting and reporting? Heike Lari - Director Partner Marketing & Consultancy, Zalando Martin Hoffmann - VP Retail Media, Flaconi Raghav Sehgal - Director of Business Intelligence, Expondo David Smadja - Founder & Host, NeCXT Podcast- What are best practices for educating advertisers on first-party data to justify retail media pricing and effectiveness?
- How can you structure analytics capabilities to quantify retail media ROI at scale?
- How can media, sales, and shopper data be connected to unlock full-funnel insights that drive growth?
- Which AI tools can help you automate campaign set up, bidding, performance analysis and reporting?
David Smadja
Founder & HostNeCXT Podcast
INTERACTIVE STREAM: Workshops
4:00 pm - 4:45 pm WORKSHOP 11: How to integrate next-gen loyalty programmes across all touchpoints to increase customer satisfaction and repeat purchasesSelect from one of the following roundtables discussions, then with a glass of bubbles or beer and a group of 8 to 10 of your peers you can engage in an open Q&A discussion to learn new strategies to take back to your own organization.
BEER & BUBBLES INTERACTIVE ROUNDTABLES
5:05 pm - 5:45 pm
Table 1: What are the trends and best practices for combatting fraud in eCommerce?
Agnese La Porta -
EMEA Customer Country Lead - Germany,
Dr. Martens
5:05 pm - 5:45 pm
Table 2: How can you improve profitability in small scale fulfilment areas?
Marian Christoph Lotz -
Head of Retail Sales DACH,
Tepe
5:05 pm - 5:45 pm
Table 3: How can you use and automate AI for content generation and marketing production in daily business?
Corinna Strohmayer -
Head of Marketing,
Oui Gruppe
5:05 pm - 5:45 pm
Table 4: How can you scale your marketplace presence at pan-European level?
Johannes von Roth-Bandick -
Chief Digital Officer,
TB International
5:05 pm - 5:45 pm
Table 5: TBC
5:05 pm - 5:45 pm
Table 6: TBC
Bettina Durst -
Teamlead Retail Media & Trade Marketing,
MediaMarktSaturn
5:05 pm - 5:45 pm
Table 7: How can effective product and engineering collaboration fuel high-performing teams to drive faster innovation and growth?
5:45 pm - 6:00 pm
Chair’s Closing Remarks
6:00 pm - 7:00 pm
eTail Germany drinks reception!
Come and join us at the eTail Germany drinks reception! It’s the perfect chance to relax and make connections, enjoying all that eTail Germany has to offer.