The 2018 keynote sessions offered delegates the chance to learn from the North’s key influencers and experts, and featured the latest industry developments through real-world case studies.
Take a look at the last year’s programme below for day one with details on each speaker and the synopsis of their talk.
Northern eCommerce Brands
|Time||Northern eCommerce Brands Agenda – Sponsored by Adyen|
|10:30 – 10:50||Colin Neil, SVP Business Development, Adyen
“Unified Commerce North”
|10:50 – 11:15||Fraser Doherty, Co-Founder, Beer 52
“Adventures in Craft Beer: The story of how Beer52 became the world’s most popular beer club and how ecommerce technology helps its members to discover the world’s beers”
|11:15 – 11:30||Q&A|
|Time||eCommerce Experts Agenda – Sponsored by Kooomo|
|11:45 – 11:50||Introduction by Kooomo
Lucy O’Driscoll, Business Development Director, Kooomo
|11:50 – 12:10||Zakie Beg, Strategic Partner Lead, Google
“Digitizing Trade Marketing”
Brand perceptions and purchase decisions are shaped in millions of moments ahead of a purchase. These are the moments that matter for both brands and retailers alike.
While core retail has experienced countless permutations, trade marketing, where there is an exchange of value between manufacturer and retailer, has changed very little since it first emerged. Typically this value exchange has been in the form of special pricing, in-store displays and point of sale promotions to support overall sales.
As consumers are increasingly using digital to research and buy products, Retailers now have an opportunity to shift focus from in-store experiences to online. By positioning themselves as digital media owners, they can create new possibilities to grow the digital share of the estimated $500 billion global trade marketing budgets, which are still largely traditionally transacted.
|12:10 – 12:30||Ben Holden, Co-Founder & Creative Director, Lo-Dough Ltd.
“Launching a revolutionary new product through smart market testing and influencer marketing”
Before Lo-Dough launched in 2017, Co-Founders Ben and Rob had no idea if anyone would buy their unique bread alternative for a premium price. They knew they had a truly groundbreaking product with an incredible range of health claims but before they could justify building a factory, they had to know the demand was there. This is the story of how Lo-Dough tested the market, launched and won over 70,000 online customers in their first 12 months.
|12:30 – 12:50||Neil McKay, CEO, Endless Gain
“Biometrics: The evolution of Optimisation”
Every single decision we take is driven by an emotion or an instinct. The question is, which emotions are driving your customers? Because depending on which one, it’s either driving them to stay, complete the purchase or leave. In this session Neil will give you an insight into how Biometrics is helping the CRO sector to evolve into one that optimises for customers emotions and not just for website usability.
|Time||eCommerce Platforms Agenda|
|13:05 – 13:25||Jonathan Bowers, Managing Director, UKFast
“The Psychology of Speed in eCommerce”
It is more crucial than ever that brands are available to engage and support their customers, wherever and however they wish to connect. The obsession with speed, convenience and being connected 24/7/365 is shaking up expectations in to eCommerce sector and businesses that meet these human needs are winning the race.
Join us to learn how to overcome your key challenges such as maintaining a consistent customer service presence, tying together disparate retail operations into a cohesive brand and maximising opportunities presented by the latest innovations in the omnichannel space.
|13:25 – 13:45||Neil Kuschel, CEO, Global-e
“Smart localisation: the keys to optimising online sales growth”
With the continuous and rapid growth in the number of cross-border eCommerce shoppers, there is an unmissable opportunity for UK merchants to further expand their brand globally and grow their international revenues. However, in order to capitalise on this enormous opportunity, online merchants must not only overcome major cross-border barriers, but also tailor their offering to the unique characteristics of each and every market.
Localisation and the ability to easily adjust to changes in regulation and customer preferences worldwide are the key drivers to surmounting cross-border ecommerce obstacles and increasing international conversion rates.
In this session, Neil Kuschel, CEO Europe at Global-e, will discuss how providing international online shoppers with a seamless localised experience generates significant new revenue streams and leads to accelerated cross-border growth with higher customer satisfaction.
|13:45 – 14:05||Niels Hartvig, Founder, Umbraco
“Don’t forget the humans”
In a marketing world obsessed with artificial intelligence, it’s easy to forget real intelligence; Faster software, more algorithms, more machine learning. But at the end of the day it’s still – fortunately – Humans communicating to Humans. So how can we ensure that our toolbox supports that? Umbraco is the largest Microsoft based CMS in the world and has more than 500.000 installations all over the world. Join the founder of Umbraco, Niels Hartvig as hear about point of view on keeping the marketeers empowered.
|14:20 – 14:50||Panel Session – Hosted by Elizabeth Clarke, CEO, Dream Agility
What do EU, AI and Walled Gardens have in common?”
They’re the 3 biggest things causing a monumental paradigm shift in the online world at the moment. With the likes of iOS creating walled gardens to prevent Google tracking Ads, Feeds and Machine Learning reducing the need for humans, and Europe trying to open up Google whilst locking down privacy – from C-Suite to SEO, every online discipline is affected. Find out what challenges Christmas 2018 and beyond hold during these times of turmoil.
|14:50 – 15:10||James Ferguson, Senior UX Designer, On The Beach
“Case Study: Perfecting the perfect holiday“
On the Beach has spent the past 10+ years optimising the “Flight plus Hotel” booking path. With the recent changes to the Package Travel Directive allowing On the Beach to sell package holidays, the “Holiday Deals” booking path needed some TLC. Searching and filtering for a holiday has been optimised with great success, so now that users are able to find the most relevant deal, the “Holiday Landing Page” needed the same care and attention to allow users to take advantage of exclusive pricing whilst customising their holiday to meet their exact needs. On the Beach’s expansion plans include offering hotels to users through multiple external third party sites such as Trivago and Tripadvisor. This means that there are a whole new set of requirements that need to be met in order to cater for this new traffic.
|15:10 – 15:30||Chris Chalmers, Marketing & Digital Director, Express Gifts
“Click for joy: bringing the fun back in to online shopping”
Amazon is a retail beast and it’s challenging all of us to think differently, there’s no doubt about that. Whilst it is easy to think that the best way to be successful in online retail is to copy the functional, process-driven approach of the retail behemoth, we could be ignoring a vital element.
Bricks & mortar retailers that are beating the downturn are redefining the experience of shopping and this can’t be ignored in an online setting.
To really take on the big boys, online retailers need to enhance the experience for their shoppers. But how do we do this in an instantaneous, value-driven culture? Chris Chalmers shares his thoughts on how Studio is embracing this approach to engage and expand its customer base.
Areas to cover: