Transforming Your Business Through Customer Obsession

Chairperson’s Opening Remarks

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Chairperson’s Opening Remarks

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Chairperson’s Opening Remarks

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No matter what kind of platform you’re running and no matter how you’re hosting it, you know that digital commerce often moves too fast. As Head of eCommerce at a Top 20 UK retailer, Dave finds that ‘agility’ is just another part of his job description. Here he reveals his secrets on how to:

• Quickly adopt innovative site features & capabilities
• Gain expedited access to new customers and new geographies
• Continually engage customers with relevant and timely content

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So, what distinguishes customer-centric organisations from other companies that proclaim their customer focus? In short, they ’ve moved beyond lip service and re-oriented their entire operating model around the customer, increasing their own profitability in the process. Join four panelists who have strong understanding of not only what the customer values, but also the value the customer represents to their bottom line:

• How to define the customer experience, then deliver it in a channel agnostic way
• Understanding what actually motivates your customer, then reorganising the company to make their life easier
• Using the wealth of data at your disposal to create an experience that goes above and beyond customer expectation
• Becoming customer centric to catch up with Amazon & other disruptive competitors

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The holiday booking experience is complex with a lot of data and information, and having an omnichannel presence further increases the complexity of any service offering to the customer. As Head of Thomas Cook’s Digital Delivery team, Graham role is to reduce this complexity, while bringing differentiation to the digital road map. Here he shares his viewpoint on:

• The potential of the travel and tourism industry to embrace the currently underutilised opportunities of the evolving technological landscape
• Embedding a ‘high tech, high touch’ culture to create sustainable growth

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Discover how major (r)e-tailers identify in a few clicks the most relevant audience for any given message, send new campaigns that were once impossible, and make spectacular incremental gains.

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Hear about an exciting new technology from this solution provider.

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How Semantic Knowledge Of User Interactions Can Build Meaningful Relationships

Learn how to increase engagement and revenues from personalization while avoiding the creepiness factor.

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Corporate leaders and hiring executives are seeking guidance on the kind of talent they need to lead their eCommerce businesses. Regardless of business size, the essential hiring questions are similar. Should the Head of eCommerce report directly to the C-suite? And will that person command a dedicated team? Each with over 10 years digital experience, this panel explains the ins and outs of:

• Slotting the best & brightest marketing, technology & fulfillment staff into a fast paced, liquid organisation
• Creating high-performing digital teams that embrace databased experimentation
• Balancing the expectations & habits of new millennial employees vs. baby boomers
• Allocating external resource during seasonal spikes in demand, including Black Friday & Boxing Day

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All of us have access to more data now than any other retailers in history. Our sites track millions of page views, add-to-carts and store look-ups. Every day we receive automated reports about opens, click-throughs, conversions and dozens of other KPIs. But despite access to this rich data, we often lose focus on the humans whose individual actions are summarised in the numbers. In this talk, a Top 20 retailer explains:

• How to find the right balance of analysis and emotion to design best-in-class customer experiences
• The difference between manual customer segmentation vs. rocket science automated algorithms

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As the practice of multichannel attribution attains a certain level of maturity, we are all beginning to make more accurate investment decisions across mobile, desktop, tablet and instore. Each of this morning’s panelists control the interplay between these channels, here outlining their view of a unified platform that manages the fluidity of budget and technology:

• What Weight Is Placed On Each Channel?
• Adjusting your profit and loss statement for a multichannel world
• Attributing offline sales to online advertising- what does the ‘correct’ method actually look like?
• Tracking clicks cross-screen (cross-devices) and customer patterns by device
• Examining tools to identify if your customer is browsing or buying

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Networking Lunch for All Attendees

During this lunch, Retail Week's Head of Research Alex Hamilton will share the company's latest findings on the state of UK mobile industry and its intersection with retail. This will be followed by a fireside chat on mobile growth chaired by Alex, featuring executives from myThings and AppsFlyer.

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Get ready for an eTail first. Every year, our audience asks us “what makes a start-up tick?” and “how do they capitalise on digital from day one?” In this deep-dive conversation, an award winning green energy start-up & brand new boutique fashion house teach you how to reap the rewards of a start-up mentality, by starting lean and staying lean. You’ll come away with completely new ways to think about and approach your current priority projects:

• Outlining the methodology & process of innovation
• Responding to failures in a positive way
• Building a team that is comfortable with being uncomfortable
• Making sure that a culture of innovation permeates the entire organisation

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According to a recent study from BloomReach, 31% of consumers said they would be more likely to make purchases if they were offered personalised experiences such as product recommendations or tailored content. And as these Elite and Leading UK retailers will attest, the digital footprint left behind by shoppers gives online players a significant lead in this personalisation process. Here the panel share actionable takeaways on how to:

• Create visibility of data from all channels in one place to provide both responsive and predictive customer care
• Drive personalised campaigns via email, social & online and connecting the dots between these vehicles
• Offer one-to-one recommendations
• Personalise for first-time vs. non-first time vs established customer, and for average spend vs. frequency of visit

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2016 is the year of reorganising, testing and learning. To fully redesign around the customer, many of us are improving both design and functionality of the whole eCommerce experiences. You already know that without redesigning the website/app/store environment on a somewhat regular basis, your branding and sales tools will be out-of-date and conversion rates will likely dwindle. But now it’s time to redesign, what should you consider first and why? Our panelists have blazed a trail and are here to explain what works and what doesn’t:

• Boosting your front-end brand image, traffic, search rankings and sales with minimum back-end headache
• Gaining CTO/CMO buy-in for A/B testing, assigning resource and getting ROI on your investment
• Testing at scale, tracking guest response and making constant adjustments along the way

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What if there were a way to inspire action from your consumers from every digital impression, every time? Advances in cognitive technologies are giving marketers the ability to leverage cognitively generated content, infused with behavioral preference data, to consistently create engaging messages. Hear how Persado’s Cognitive Content Platform is empoweringdigital marketing teams to generate the most effective communications, at scale, for any audience.

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Personalization and Omni-channel commerce are the buzzwords of the year (actually, maybe the last 5 years). Today's eCommerce marketers realize that customers are using all devices to browse, select, and purchase. The zig-zag path of today's shopping behavior makes cross-channel experience synchronization and personalisation a business necessity. In this presentation, Ori Lavie, Dynamic Yield's SVP of Sales, will show you practical examples and easy-to-deploy customer engagement strategies that cut across all your channels. Specifically focused on the marketing and merchandizing teams, Ori will show you the high-impact use cases you should deploy that can have a material impact on your eCommerce revenue within the first 90 days.

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E-commerce isn’t growing, but M-commerce is. And rapidly. With 50% of the traffic originating from mobile devices, the revolution is having an immense impact on e-retailers’ businesses. In the past, many believed that consumers mainly used mobile simply as a channel for marketing or research, and that consumers would carry out actual purchases at their desktop or in physical stores. We now know that this is wrong. People will buy with mobile – if we let them. It is only a matter of providing a great user experience on all devices. Come listen to the keys to increased growth, how to simplify buying.

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The latest website craze is A/B testing, which provides valuable insights into user behavior. Used correctly, it can maximise the potential of marketing efforts and increasing your bottom line. Sam’s User Experience team are currently testing headings, images, content, call to action buttons, social media buttons, logos and more to understand the real barriers to a blocked purchase. So what lessons have been learned?

• Successes and failures so far
• Gaining CTO/CMO buy-in for redesign & testing, assigning dedicated staff to carry it out and demonstrating the ROI of technology used
• Creating a culture of Test, Learn, Update, Repeat

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Personalisation is the latest buzz, but how does the marketer define what’s preferred, important and of real value? And when does personalisation become creepy? With customization and ‘made to measure’ at the very heart of Bivolino’s value proposition, Carine is at the front line of redefining targeted customer engagement in 2016 and beyond:

• Creating high-impact, channel agnostic, personalised offers
• Balancing the desire to sell vs. the responsibility to protect customer privacy

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Many eTailers are looking to digital COEs to give their marketing a boost. They are gaining efficiency by scaling programs and successes across multiple brands. Mark’s COE has spent significant time on moving brands to a consumer focused strategy, providing solutions content vs. always leading with a product’s features and benefits story. Based on experiences from the past year, here he gives his take on:

• Account engagement focused on partnering to improve the customers online experience and shopping journey
• Sharing global best practices and accelerating adoption for consolidated enterprise technology solutions to drive the brand message more consistently

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Caroline explains how to tap into your customer network, and quickly disseminate the positive reviews that you find there:

• Use mobile and social to engage your next potential customer
• Boost the quality and quantity of your product reviews
• Create a culture of customer-centricity that permeates your entire company

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With 85 global websites scouring 290,000 hotels across the world, 25 million downloads of its mobile app and 11 million user-generated reviews, Hotels.com packs a real digital punch. And now with customers able to create lists of preferences, Hotels.com has begun to experiment with big data. Thierry leads the effort and explains the importance of:

• Understanding what customers like, rather than just tracking what they do
• Creating a seamless multichannel journey using data trends & learning more as this data grows
• Providing information about how other customers are looking at the same webpage to reaffirm/socially proof original choices

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Our omni-channel story is about connecting up our sales channels (Online, Retail, Telesales, Direct, Venue) to provide a seamless, consistent and integrated buying experience for our prospects. It’s about allowing prospects to pick up in one channel where they last left off in the other – putting prospects in control and allowing them to ‘buy it their way’. I’ll talk about the programme and the key pillars that delivered this….and the positive results we’ve seen.

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Omnichannel. It sounds ominous, particularly when there are conflicting views on where the emphasis should lie. With m-commerce growing at 3 times the rate of the total UK e-retail sector, it is a key aspect within any omnichannel strategy. The difficulty lies in reconciling the expectations and experiences of the desktop and mobile consumer audience, who are increasingly inpatient and highly demanding, with the consequences to your brand and reputation if your website or app doesn’t perform as expected. Suddenly your omnichannel strategy has an ominous channel that can destabilise everything. So, how do you ensure you stay one step ahead of your impatient web and mobile audience? Join us for an exciting practitioner discussion on best practices that you can use to ensure a great omnichannel customer experience that drives top eCommerce conversion.

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Customer Journey Analysis is a game of chess – data gives you the power to predict the future.

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The ability to use data to unlock performance has been around for years. Now with advancement in technology, and with more and more data sources opening up, the advertising industry has developed a very large addiction for data as a resource.

We will look to answer three questions: Where is this data coming from? How do we turn data into something meaningful? Then, how do we produce actionable results with the insights we gain?

Exploring ideas such as ‘data sharing’ and ‘crm onboarding’ as new data sources, the turning of ‘big data’ into useful insights and the ability for data to ultimately answer the question of: ‘How can we as an industry advertise better on behalf of brands through an increasing focus on the user?’.

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Narrowing your company’s focus allows you to remove expensive distractions and clarify your unique sales proposition. This is particularly true of firms that are born online, with lean operating models that help them hit the ground running in spite of fierce competition. With a background in private equity, Alice understands how to take a good, honest look at how companies function, and where they need to change. Here, Alice shares LUX FIX’s secrets of how to stay lean.

• Outlining the methodology & process of innovation
• Responding to failures in a positive way
• Building a team that is comfortable with being uncomfortable

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In general, a combination of too much complexity and lack of organizational buy-in drives customer segmentation failures. Mister Spex has successfully hurdled these problems by using a pragmatic segmentation approach. In this talk, Mirko outlines a segmentation strategy that focuses on improving customer retention, loyalty and lifetime value across all levels of the customer base:

• Surveying customers on share and size of wallet
• Integrating share of wallet into segmentation approaches and customer databases
• Building on segmentations with more granular analysis that looks at segment motivations

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Based on an in depth study of the 1,000 member strong GRIN network, successful global digital retailers share two qualities; (1) they have developed a clear process around understanding the consumer journey in countries they do business (localization) and (2) they have a culture of open innovation / collaboration. Join GRIN network founder Carl Miller as he shares findings from this study and leads a fireside chat with Kai Li, the VP of International from Revolve Clothing. They will discuss how leading global retailers use new models of open innovation and localization to succeed in their global business.

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