Day 2 | 18th March
8:30 am - 9:00 am
Registration and Welcome Coffee
9:00 am - 9:10 am
Chairperson’s Opening Address
COLLABORATING TO DRIVE GROWTH
9:10 am - 9:40 am
KEYNOTE CASE STUDY: Title TBC
Andrea Schilling -
VP Tech Strategy & Operational Excellence,
MediaMarktSaturn
- Integrating tools and platforms to create a single source of truth for smarter decision-making
- Aligning marketing, tech, and operations to accelerate execution
- Embedding cross-functional governance to ensure consistency, accountability and innovation at scale
STRUCTURING FOR CUSTOMER SUCCESS
9:30 am - 10:10 am
KEYNOTE PANEL: Becoming Customer-First by Design: How can you embed the culture, structure, and tools you need to create an organisation that prioritises CX excellence?
Patrick Mueller -
Chief eCommerce Officer,
Decathlon
Juan Jose Dardon Mota -
Head of Tech Strategy,
OTTO
Jessica Link -
Head of Marketing & Digital Channel,
Avon
- What are the best strategies for hardwiring customer-centric values into your organisational DNA to build engagement, trust, and loyalty?
- How can you reshape team structures and decision-making powers to deliver faster and more seamless customer experiences?
- Which agile communication tools can be integrated to boost alignment, collaboration, and execution across functions?
10:10 am - 10:30 am
CASE STUDY: Embracing Unified Commerce: How to integrate all channels into one cohesive system to deliver seamless, data-driven journeys that cultivate customer loyalty
- Connecting physical and digital storefronts to create one flexible customer experience powered by real-time inventory and personalised recommendations
- Increasing tech adoption across your retail organisation to unlock scalable, unified commerce and future-ready infrastructure
- Orchestrating consistent journeys that reduce friction and drive conversion across all touchpoints
- Gaining a holistic view of your business and unite all data into one system to allow you to leverage real-time reporting and advanced analytics
DEBATING LOYALTY
10:30 am - 11:00 am
OXFORD STYLE DEBATE: TRUE or FALSE: Loyalty programmes are the sign of a weak brand
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: John Sadeghipoor, Chief Marketing Officer, Lulu Guinness
- Strong brands earn loyalty organically through product quality, emotional connection, and purpose—not discounts or points.
- Loyalty programmes can be seen as a crutch for brands that fail to differentiate.
- Heavy reliance on loyalty incentives may erode margins and mask deeper brand or experience issues.#
FALSE:
- Successful loyalty programmes enhance brand love, reward advocacy, and drive valuable customer data.
- Leading brands use loyalty mechanisms strategically—not as a weakness, but as a growth lever.
- Loyalty programmes can amplify brand values, build community, and deepen engagement far beyond transactions.
11:00 am - 11:40 am
Morning break with networking
Grab a coffee and engage with best-in-class solution providers working to bring you closer to your customers
Track Chair: Prof. Dr. Christian Stummeyer, Professor of Digital Commerce, Technical University of Ingolstadt
TRACK A: SCALING DURING DIGITAL DISRUPTION
11:40 am - 12:00 pm INTERVIEW: How can you decode the strategies of Asian eCommerce disruptors to compete effectively in Europe? Francesco Adamo - Head of Merchandise Planning - Premium Fashion, Zalando Christopher Welge - Director Social Commerce, HSE- Which benchmarks can be measured against the likes of Shein and Temu to understand the new rules of digital retail?
- How should you reassert value through brand storytelling to counter ultra-low-cost players?
- How can you analyse platform-led commerce to prepare for the next wave of disruption?
TRACK A: SCALING DURING DIGITAL DISRUPTION
12:00 pm - 12:20 pm CASE STUDY: How to build partnerships and a borderless brand before full-scale expansion to maximise profitability- Leveraging strategic partnerships to grow brand equity without over-spending on infrastructure
- Allocating marketing budgets to validate market fit with measurable ROI
- Deploying scalable test-and-learn strategies to enter new regions profitably with minimal risk
TRACK A: SCALING DURING DIGITAL DISRUPTION
12:20 pm - 12:50 pm CASE STUDY INTERACTIVE: How to upskill teams and build commercial resilience to remain profitable amidst economic and political uncertainty Sean Woltersdorff - Digital Acceleration Manager Europe, Mars- Building commercial resilience to navigate economic volatility
- Making data-informed decisions to optimise investments across channels and teams
- Upskilling teams and managing projects to remain focused on core profit drivers
Track Chair: David Smadja, Founder & Host, NeCXT Podcast
TRACK B: REACHING NEW AUDIENCES
11:40 am - 12:00 pm CASE STUDY: The Power and Pitfalls of Digital: How to remain relevant in a virtual world to boost engagement and drive conversions at scale Dirk Ploss - Associate Director Early innovation, Beiersdorf- Embracing Gen Z’s digital fluidity to connect with a generation that blur physical and virtual experiences
- Navigating the rise of spatial computing, AR and social filters to understand how digital overlays reshape brand perception and trust
- Adapting AI, AR and VR advancements to transform product discovery, storytelling, and customer experiences
TRACK B: REACHING NEW AUDIENCES
12:00 pm - 12:20 pm CASE STUDY: How to use social commerce tools and real-time social data to turn content investment into revenue- Equipping teams with scalable content creation to drive engagement across social-first platforms
- Integrating shoppable media, influencer workflows and performance analytics to streamline the path from discovery to purchase
- Leveraging real-time social data and AI-powered insights to personalise content and maximise ROI across customer touchpoints
TRACK B: REACHING NEW AUDIENCES
12:20 pm - 12:50 pm CASE STUDY INTERACTIVE: How to craft a winning eCommerce channel strategy from marketplace to D2C to TikTok to boost ROI Christoph Sterkel - Head of eCommerce B2B, D2C, Marketplace, Kellanova- Explore the importance of a multi-channel approach and how to choose the right channels for your brand’s growth
- Best practices for setting up a D2C and TikTok shop and integrating it into your brand’s strategy
- How to align your eCommerce channels with the customer journey: from awareness to purchase and post-purchase engagement.
- How to use data to optimize your strategy and improve ROI
INTERACTIVE STREAM: Workshops
11:40 am - 12:00 pm WORKSHOP 12: How to implement the right payment solution to reduce checkout friction and drive profitabilityINTERACTIVE STREAM: Workshops
12:00 pm - 12:20 pm WORKSHOP 13: How to use AI-enabled predictive search to boost your SEO performance and drive more qualified trafficINTERACTIVE STREAM: Workshops
12:20 pm - 12:50 pm WORKSHOP 14: How to maximise personalisation in all customer communication to increase conversion rates and ROI
12:50 pm - 1:50 pm
Networking Lunch
DRIVING PROFITABLE PRICING
1:50 pm - 2:10 pm
CASE STUDY: How to optimise and unify your omnichannel pricing strategy to maximise profitability and build customer trust
Dr. Sebastian Remer -
Senior Principal Digital Business,
OBI
- Unifying online and offline pricing strategies to create a consistent and transparent customer experience
- Leveraging real-time data to dynamically adjust prices across channels without eroding brand value
- Implementing personalised promotions to drive incremental sales whilst protecting long-term margins
DRAGONS’ DEN
2:10 pm - 2:40 pm
DRAGONS’ DEN: Hear from 3 innovative start-ups on the latest and greatest eCommerce technology initiatives that can help you address your biggest challenges and opportunities
Join our dragons as they assess the latest innovations from start-up companies pitching their tech in a bid to win first place.
Listen up as the dragons review the benefits of each technology to your business, predict their future successes and deliver their verdicts.
The ultimate decision is in your hands though, as the audience get to vote for their favourite!
Crystal Ball Outlook – 10 Years Back/ 10 Years Forward
2:40 pm - 3:20 pm
CRYSTAL BALL OUTLOOK AND INTERACTIVE POLLING: 3 Top trends to watch out for in the coming year to 10 years – vote on which one you think will be the front runner
For the final session of eTail Germany, join our panel of eTail Germany Advisory Board experts as they discuss predictions and trends for the future of eCommerce.