Main Day 1 | 18th 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
Prof Christian Stummeyer -
Professor of Digital Commerce,
Technical University of Ingolstadt
UNLOCKING AI’S FULL POTENTIAL
9:15 am - 9:45 am
OPENING KEYNOTE: Aligning AI With Business Goals: How we unlocked the performance potential of AI and underwent an organisational transformation to drive efficiencies that revolutionised our business
- Examine the steps that we took to assess a variety of AI technologies and select solutions that aligned with our fundamental business objectives
- Learn the best techniques for overcoming internal barriers and seamlessly integrating AI into existing workflows and processes to enhance efficiency and productivity
- Discover the metrics and benchmarks that we continually use to evaluate the effectiveness of AI implementation in achieving business goals and driving innovation
RESTRUCTURING FOR ORGANISATIONAL SUCCESS
9:45 am - 10:15 am
PANEL: Building a Customer-Centric Culture: How can you structure your organisational framework and foster a strong internal culture to cultivate a loyal community of customers and drive growth?
Mr. Moritz Wolf -
Head of Customer Strategy,
HP
David Rissmann -
Head of Strategy and Chief of Staff,
flaconi
Andy Parker -
eCommerce Sales & Web Marketing Director,
Bayer
Dr. Tim Seewoster -
Managing Director and Co-Chief Executive Officer,
asgoodasnew electronics GmbH
- Discover how we cultivated a company culture focused on engagement and customer-centric values to strengthen brand loyalty and build a supportive community around our brand
- Learn how we established clear roles and responsibilities within the team to streamline decision-making and improve operational efficiency
- Assess the collaborative tools and communication channels to enhance teamwork and ensure alignment across departments
Dr. Tim Seewoster
Managing Director and Co-Chief Executive Officerasgoodasnew electronics GmbH
10:15 am - 10:35 am
INTERVIEW: Cross-Channel Data & Analytics: How leading brands are analysing customer trends across all channels to optimise their content strategy, refine targeting efforts and ultimately maximise customer engagement
- How can analytics strategies be leveraged to improve targeting precision and ensure that marketing efforts reach the right audience at the right time?
- How can you integrate and consolidate data from various channels and touchpoints to create a comprehensive view of customer engagement and behaviours?
- How can customer insights be utilised to develop and deploy content that is highly relevant and engaging to different audience segments across different channels?
10:35 am - 11:20 am
Morning Break with Networking
Grab a coffee and engage with best-in-class solution providers working to bring you closer to your customers.
CREATING THE ULTIMATE SHOPPING EXPERIENCE
11:20 am - 11:50 am
KEYNOTE FIRESIDE CHAT: Interactive Retailing: How can you integrate the latest tools and trends such as interactive Gen AI and metaverse channels to create a fun ‘wow’ shopping experience?
Mr. Volker Harbrecht -
Head of eCommerce DACH,
Meta
Ms. Clara Haslauer -
Country Marketing Performance Leader,
IKEA Austria
Prof Christian Stummeyer -
Professor of Digital Commerce,
Technical University of Ingolstadt
- What are the best examples for how Gen AI can be used to create personalised and engaging shopping experiences?
- How can metaverse platforms be leveraged to offer immersive shopping experiences that replicate physical experiences and stand out?
- What tools and trends can be combined to deliver memorable and exciting customer journeys that drive sales and loyalty?
11:50 am - 12:10 pm
CASE STUDY: Standing Out on Social: How to build an effective social media strategy and create fun content that boosts visibility from your target audience across socials
Ms. Sarah Sunderbrink -
Teamlead Social Media,
Zooplus
- Examine the research process for understanding our audience’s preferences and behaviours to ensure that content engages effectively
- Discover the variety of engaging content formats that we used to capture attention and encourage sharing
- Learn how to create a consistent visual identity across all social platforms to build recognition and foster a strong audience connection
12:10 pm - 12:30 pm
CASE STUDY: Multi-Generational Attraction and Retention: How to adapt your customer relationship strategy and loyalty programmes to maximise engagement and retention of current and future generations
Mr. Johannes Schmidt -
Head of Loyalty,
Dm Drogerie Markt Gmbh
- How to design multi-generational loyalty programs that address the diverse preferences of current and emerging customer demographics
- How to integrate innovative technologies into your loyalty programs to enhance user experience in line with evolving customer expectations
Interactive Workshop Stream 1
11:20 am - 12:05 pm Workshop 1: How can the latest AI tools and human creativity work together for optimised content generation?Interactive Workshop Stream 1
12:10 pm - 12:55 pm Workshop 3: How can you ensure that personalisation is maximised in all customer communications to increase conversion rates and ROI?Interactive Workshop Stream 2
11:20 am - 12:05 pm Workshop 2: How do you need to adapt your multi-channel and multi-market operations to create a seamless omnichannel customer experience?Interactive Workshop Stream 2
12:10 pm - 12:55 pm Workshop 4: How can AI-enabled predictive search be used to assist with search engine optimisation?DISPUTING THE RETAIL MEDIA HYPE
12:30 pm - 1:00 pm
OXFORD-STYLE DEBATE: TRUE or FALSE: Investing in retail media and incorporating ads into your ecommerce website creates a negative customer experience
Phil Voget -
Head of eCommerce,
Cooper Consumer Health
Heike Lari -
Partner Consultancy and Propositions Director,
Zalando Marketing Services GmbH
Prof Christian Stummeyer -
Professor of Digital Commerce,
Technical University of Ingolstadt
Secure 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: Phil Voget, Head of eCommerce, Cooper Consumer Health
FALSE: Heike Lari, Director Partner Marketing & Consultancy, Zalando
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 MASTERCLASS: Women in Leadership Boardroom
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 MASTERCLASS: Title TBC
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.
(Digital Marketing, SEO, CRM functions)
TRACK A: BOOSTING CUSTOMER ENGAGEMENT
2:00 pm - 2:40 pm FIRESIDE CHAT INTERACTIVE: Recognising Customer Needs: How can you gain a deeper understanding of your customer behaviours to boost engagement through personalisation and rewards that drive long-term retention? Cornelia Lenz - Chief Digital Officer, POC Sports Ms. Carina Urban-Dasgupta - Head of Webshop Management, Humanic Dr. Tim Seewoster - Managing Director and Co-Chief Executive Officer, asgoodasnew electronics GmbH- What are the best techniques and metrics for collecting and interpreting data to uncover insights into customer behaviours and preferences that keep them engaged?
- How can you create widescale reward programs that resonate with individual customers and encourage repeat engagement and business?
- How can customer feedback be encouraged and used to track behaviours and preferences that shape successful personalisation and engagement programs over time?
Dr. Tim Seewoster
Managing Director and Co-Chief Executive Officerasgoodasnew electronics GmbH
TRACK A: BOOSTING CUSTOMER ENGAGEMENT
2:40 pm - 3:00 pm CASE STUDY: Reinventing Content Strategy: How to integrate composable content management strategies to create targeted and personalised customer communications quickly and flexibly- How to adopt a modular approach to content creation for easy assembly of personalised messages and campaigns
- How to deploy flexible content management systems that support real-time updates across various channels
- How to implement sophisticated segmentation and targeting capabilities to tailor communications based on customer data and behaviour
TRACK A: BOOSTING CUSTOMER ENGAGEMENT
3:00 pm - 3:30 pm CASE STUDY: Beyond Google: How to future-proof your SEO strategy to get ahead in a multi-touchpoint world Tamara Heinz - Teamlead SEO & Content Management, MediaMarktSaturn- Discover how to adapt your SEO strategy to thrive in the evolving digital landscape
- Understand the role of Google today and in the future to optimise advanced search engines
- Learn how to prepare teams for shifting search behaviours to adapt for future customer journeys and touchpoints
(For eCommerce, CX, Omnichannel functions)
TRACK B: ADVANCING OMNICHANNEL SUCCESS
2:00 pm - 2:40 pm FIRESIDE CHAT INTERACTIVE: Blending New and Old: How can you create a holistic omnichannel strategy that encompasses traditional retail efforts for a seamless customer experience that drives positive business outcomes? Phil Voget - Head of eCommerce, Cooper Consumer Health Sabine Kemper - Channel Development Digital Commerce Head, Mars Ms. Michaela Fechter - Head of CRM & Digital Marketing, Humanic Simon Kinzel - eCommerce Expert – Former Head of eCommerce, Tchibo
TRACK B: ADVANCING OMNICHANNEL SUCCESS
2:40 pm - 3:00 pm CASE STUDY: Keeping Consistent: How to offer a curated shopping experience from product recommendations to personalised messaging and rewards across all your physical and digital channelsTRACK B: ADVANCING OMNICHANNEL SUCCESS
3:00 pm - 3:30 pm CASE STUDY: Communicating with Gen AI: How we leveraged Gen AI to deliver seamless and engaging individual customer experiences across all touchpoints and digital channels- Discover how we have used Gen AI to personalise content and recommendations in real-time across different channels
- Learn how we have measured the effectiveness of Gen AI been in terms of customer experience and business goals?
- How can Gen AI be integrated into customer service operations to provide instant, accurate responses and improve customer satisfaction?
Interactive Workshop Stream 1
2:00 pm - 2:45 pm Workshop 5: How can you use the latest payment innovations to streamline the customer shopping experience be streamlined across multiple channels?Interactive Workshop Stream 1
3:00 pm - 3:45 pm Workshop 7: How can you leverage local insights to engage your core and untapped audiences whilst maintaining brand consistency for global growth?Interactive Workshop Stream 2
2:00 pm - 2:45 pm Workshop 6: How can you use Gen AI tools such as chatbots throughout the customer shopping journey to speed up processes and minimise costs?Interactive Workshop Stream 2
3:00 pm - 3:45 pm Workshop 8: How can you promote the use of one-click mobile payments to encourage a quick and hassle-free customer purchase experience?
3:30 pm - 4:00 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 A: GROWING ACROSS MARKETPLACES
4:00 pm - 4:30 pm CASE STUDY INTERACTIVE: End-to-End Marketplace Development: How we successfully evaluated and launched a marketplace and overcame the hurdles since it went live! Steven Lord - Director - Marketplace & Seller Mgmt., zooplus- Understand the benefits, requirements and timing for launching a marketplace
- Compare the advantages of a marketplace versus a dropship program
- Identify the key success factors and challenges for marketplace integration and MVP approaches
TRACK A: GROWING ACROSS MARKETPLACES
4:30 pm - 4:50 pm CASE STUDY: Analysing Market Projects: How data and analytics can help you build multi-selling approaches that combine social media, ecommerce websites and online marketplaces- How to integrate data from all channels to gain insights into customer behaviour and build more effective social media platforms
- How to effectively track and analyse performance metrics across all channels to identify trends, optimise strategies and improve conversions across social and other channels
- How to use advanced analytics to create targeted social media campaigns that align with customer interests and behaviours across all your channels
TRACK A: GROWING ACROSS MARKETPLACES
4:50 pm - 5:10 pm FIRESIDE CHAT: Building Brand Awareness: How can retailers capitalise on the use of marketplaces to expand their reach without diluting brand identity and retaining loyalty programs? Mr. Torsten Dall - Head of Marketplace Marketing & eCommerce Analytics, WMF Group Mr. Christoph Sterkel - Head of eCommerce Northern & Eastern Europe, Kellanova Simon Kinzel - eCommerce Expert – Former Head of eCommerce, Tchibo- What are the key considerations for balancing marketplace presence with direct sales channels to avoid brand dilution?
- How can loyalty programs be integrated or adapted for customers shopping through marketplaces?
- How can retailers promote a strong brand identity while selling on third-party marketplaces?
TRACK B: REGAINING MAXIMUM PROFITABILITY
4:00 pm - 4:30 pm CASE STUDY INTERACTIVE: Data-Driven Profitability: How to align your data strategy and encourage collaboration across all departments to create a holistic view of consumer habits and better optimise eCommerce and marketing budgets Raghav Sehgal - Director of Business Intelligence, Expondo- How does having a unified data strategy help to optimise and allocate budgets more efficiently?
- How can data sharing between departments improve understanding of consumer behaviour to prioritise investment areas?
- What strategies can be employed to ensure all departments collaborate effectively on data analysis?
TRACK B: REGAINING MAXIMUM PROFITABILITY
4:30 pm - 4:50 pm CASE STUDY: Logistical Cost-Cutting: How to optimise your supply chain and delivery strategies to increase ecommerce profitability- How to create efficient inventory management and demand forecasting to reduce stock and minimise costs
- How to streamline logistics and distribution processes to shorten delivery times and improve customer satisfaction
- How to leverage last-mile innovations to enhance the customer experience and reduce operational expenses
TRACK B: REGAINING MAXIMUM PROFITABILITY
4:50 pm - 5:10 pm CASE STUDY: Combatting Scepticism: How can you overcome internal hesitation around innovations to successfully integrate digital and ecommerce at the heart of the business? Ms. Stephanie Weber - Head of UX Design, Fielmann AG- How can you encourage, champion and undergo digital mindset shifts to digitally transform the organisation successfully?
- What training and support systems can empower teams to adopt digital tools to help them overcome resistance?
- How can you nurture an internal community of adaptability to stay ahead of evolving digital trends and meet changing customer needs?
Interactive Workshop Stream 1
4:00 pm - 4:45 pm Workshop 9: can your data analytics strategy be adapted for effective customer behavioural tracking without using third-party cookies?
5:10 pm - 5:15 pm
5 Minutes Transition
Select 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 organisation.
BEER & BUBBLES INTERACTIVE ROUNDTABLES
5:15 pm - 5:55 pm
Roundtable 1: Small-Scale Retail Media: How are companies operating retail media on a smaller scale or at the start of their journey?
Corinna Strohmayer -
Head of Marketing,
Oui Gruppe
5:15 pm - 5:55 pm
Roundtable 2: Quick Commerce: Is quick commerce dead or alive and how is technology shaping the future of consumer health?
Phil Voget -
Head of eCommerce,
Cooper Consumer Health
5:15 pm - 5:55 pm
Roundtable 3: Personalised experiences in the digital age: How do our experiences shape the way we connect with technology and what are the challenges behind making digital experiences more meaningful?
Johannes Boumans -
Engineering Manager,
Zalando
5:15 pm - 5:55 pm
Roundtable 4: Going Global: What are the key challenges to consider when strategising for international growth?
Ms. Paulina Jeleszuk -
eCommerce & Onsite Marketing Manager,
Tchibo
5:15 pm - 5:55 pm
Roundtable 5: Social Commerce: How can you use social media platforms and shape the way that consumers interact with brands to promote and sell products?
Bilgehan Kavlak -
Team Lead Social Commerce Tech & Analytics,
Douglas
5:15 pm - 5:55 pm
Roundtable 6: Targeting Gen Z: How can retailers be fuelled by shaping their brand to align with Gen Z?
Ms. Riccarda Schmidt -
Digital Ecosystem Director, Emerging & Seeds Markets, Royal Canin, a division of,
Mars
Ms. Riccarda Schmidt
Digital Ecosystem Director, Emerging & Seeds Markets, Royal Canin, a division ofMars
5:15 pm - 5:55 pm
Roundtable 7: Austrian Markets: Title TBC
Ms. Carina Urban-Dasgupta -
Head of Webshop Management,
Humanic
5:55 pm - 6:00 pm
Chair’s Closing Remarks
6:00 pm - 7:30 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!