Mobile Shopping Europe 2017

08 - 09 February, 2017

Victoria Park Plaza, London

Contact Us: +44 (0) 207 368 9894

Achieving A Mobile-First Approach

Day 1 - Wednesday 8th February 2017


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8:30 AM Registration And Networking Coffee

9:00 AM Welcome Address

Lucy Bradley, Editorial Director, Worldwide Business Research

9:10 AM Chairperson’s Opening Remarks

Andrew McClelland, Managing Director, Mirador

 Andrew McClelland
Andrew McClelland
Managing Director
Mirador

Andrew has been involved in digital commerce for over 12 years and has a unique insight into the development of digital retail, changing consumer trends and the challenges that incorporating a digital offering into a more traditional retail or commercial proposition presents. 

Projects have included developing cross border B2B and B2C c ...[Read More]

Establishing A New Mindset For Mobile
9:15 AM Keynote: Connecting retail: How we leveraged mobile as part of an omni-channel approach to connect the customer journey and push consumers to the point of purchase

Tom Rooney, Mobile Product Manger, John Lewis

  • How to adapt to the retail power shift and meet the needs of your constantly connected customers 

  • How can you best use mobile as your new shop window to influence your customer’s decision making throughout their shopping journey? 

  • Creating joined up moments: How can you track the complex customer journey with mobile both online and in-store to maintain high levels of engagement? 

  • Rise of the master shopper: How can you leverage mobile to provide additional services and real value that will delight your customers in the age of increased customer adoption?

 Tom Rooney
Tom Rooney
Mobile Product Manger
John Lewis

9:35 AM Reserved for Branch

9:55 AM Panel Revolution: Moving towards a mobile first mentality: What is the best approach to achieving an internal mind-set shift from designing for desktop towards prioritising mobile?

Moderated By:
Andrew McClelland
, Managing Director, Mirador

Sam Barton, Head of User Experience, Shop Direct Group

Marcus East, Global Digital Director, Marks and Spencer

  • Motivating the move from desktop: What is the best approach to achieving an internal mind-set shift from designing for desktop towards prioritising mobile? 

  • How can you secure board level buy-in to ensure a smooth and successful transition towards a mobile first approach? 

  • Overcoming the siloed approach to mobile: How to organise your people, processes and systems to fully activate a mobile first philosophy in-house 

  • Creating a culture for innovation: How to devise an internal digital programme to increase your mobile talent and organise your teams to embrace a mobile optimised approach to online design 

  • Increasing mobile maturity: What is the best approach for working with legacy systems to unlock the full potential of mobile?

 Sam Barton
Sam Barton
Head of User Experience
Shop Direct Group
Ahead of UX at Shop Direct, Sam is responsible for delivering the most engaging and innovative shopping experience to millions of customers across all devices. He and his team ensure that the key objectives of the business are met by continually optimising customer journeys to drive improved customer satisfaction and business performance. Shop D ...[Read More]

 Marcus East
Marcus East
Global Digital Director
Marks and Spencer

Marcus is a professional technology leader with over 20 years experience of working in the Information Technology, specializing in Digital Transformations and Electronic Commerce. 

Marcus recently worked in Silicon Valley for Apple, where he led eCommerce solutions delivery for their worldwide on-line business, and also drove the adoptio ...[Read More]

Moderated By:

 Andrew McClelland
Andrew McClelland
Managing Director
Mirador

Andrew has been involved in digital commerce for over 12 years and has a unique insight into the development of digital retail, changing consumer trends and the challenges that incorporating a digital offering into a more traditional retail or commercial proposition presents. 

Projects have included developing cross border B2B and B2C c ...[Read More]

10:35 AM Oxford style debate: It is necessary to invest in a native app to truly fulfill your shoppers’ needs rather than just optimise your site for mobile

Moderated By:
Andrew McClelland
, Managing Director, Mirador

Stuart McMillan, Deputy Head of E-Commerce, Schuh

Adam Warburton, Head of Mobile, Travelex

  • Is it possible to provide a helpful service for all shopping journeys by only providing a mobile optimised site? 

  • Are the additional features offered by apps a must-have to deliver the optimum shopping experience for your consumers?

  • Do the pros of investing in a native app justify the cost of implementation, or are they only effective as facilitators for your wider omni-channel offering? 

  • Defining customer demographics: What are the pros and cons of responsive web design versus native apps and how can your customer behaviour define which approach will be most effective?

 Stuart McMillan
Stuart McMillan
Deputy Head of E-Commerce
Schuh

Stuart is a senior eCommerce professional, he has a wide range of experience in all aspects of eCommerce, from design, to content production;from managing high availability infrastructure to user experience testing. He also has experience in managing teams to deliver the above, as well as other areas such as development testing and PCI complianc ...[Read More]

 Adam Warburton
Adam Warburton
Head of Mobile
Travelex

As Travelex’s Head of Mobile, Adam Warburton is leading the creation of high-value, customer-centric mobile products for their growing user base; both online and offline. He collaborates with world-class product managers, designers, engineers and testers throughout his hands on role.Previously, as ASDA’s Mobile Innovation Manager, Adam was resp ...[Read More]

Moderated By:

 Andrew McClelland
Andrew McClelland
Managing Director
Mirador

Andrew has been involved in digital commerce for over 12 years and has a unique insight into the development of digital retail, changing consumer trends and the challenges that incorporating a digital offering into a more traditional retail or commercial proposition presents. 

Projects have included developing cross border B2B and B2C c ...[Read More]

11:15 AM Morning Networking Break

Exploiting Mobile App Capabilities

12:00 PM Case Study Revolution: Gaining app momentum: How to best launch your app and keep your customers using it as app numbers increase

Daniel Krantz, Head of Mobile Lab, Otto Group

  • Defining the road map for your app: How to ensure your mobile app has a secure place on your customers home screen to maintain communication and increase brand loyalty 

  • Native vs hybrid: How do you decide what app design is best suited for your business to provide a greater customer experience and fulfil your shoppers needs? 

  • How can you examine your customer’s online behaviour to determine if it makes business sense to invest in a native app? 

  • Driving download rates: How do you optimise the searchability of your app to increase presence and be more discoverable to your shoppers? 

  • Appealing to the mobile millennials: How to take an agile approach to app innovation to increase your product proposition and lock customers in

 Daniel Krantz
Daniel Krantz
Head of Mobile Lab
Otto Group

Optimising Your Mobile Site

Case Study Revolution: Enhancing your mobile design: How to successfully evolve from mdot to a responsive or adaptive mobile site design that improves your mobile shoppers’ experience

Richard Moore, Director of E Commerce, Claire's Accessories

  • The evolution of mobile web: How can you examine what mobile site design best meets the needs of your consumers to help them complete their shopping missions? 

  • Incremental optimisation: What is the best approach to practically move towards a fully responsive mobile site without impacting customer satisfaction and jeopardising conversion rates? 

  • Critical considerations for mobile site design: How can you improve your mobile web offering based on consumer behaviour to create greater willingness for customer engagement and online transactions? 

  • Convenience vs engagement: How can you define your product page proposition based on your consumer demographics to determine whether to focus optimisation on UX or online conversions?

 Richard Moore
Richard Moore
Director of E Commerce
Claire's Accessories

Blending Online And Offline Using Mobile

Case Study Revolution: Merging digital with physical experiences: How to leverage mobile to seamlessly bring the best of both online and offline worlds into your store

Vanessa Kirby, Head of UX, Argos

Alastair Preacher, Head of Digital Customer and Proposition, Tesco

  • How can you devise a digital strategy to allow your customers to interact across all of their personal devices with ease to strengthen your in-store proposition? 

  • Mobile's role in multi-channel: How to design your digital offering to achieve consistent brand communication across all channels and deliver the 'total retail' experience for your consumers 

  • How can you best determine what type of engagement your consumers are open to online and in-store to optimise your brand experience on different platforms? 

  • Cross channel targeting: How can you successfully link communication across customer touch points to create a seamless in-store and digital shopping experience?

 Vanessa Kirby
Vanessa Kirby
Head of UX
Argos

 Alastair Preacher
Alastair Preacher
Head of Digital Customer and Proposition
Tesco

New Frontiers In Talent

Talent in Digital Boardroom How can the digital industry better attract, develop and retain top talent?

  • This networking workshop gives leaders in the digital industry the opportunity to discuss how to eliminate barriers in recruiting new digital talent and better promote their brands to secure the best for the business. The networking workshop is limited to a maximum of 15 delegates to promote an open and interactive discussion.

Exploiting Mobile App Capabilities

12:45 PM Case Study Revolution: How to bring your legacy company into the digital world and design your app user interface to meet the demands of a fragmented customer base

Gianluigi Pesce, SVP Head of Online and Mobile Banking, Unicredit

  • Increasing app adoption rates: How can you successfully move your physical customer base onto digital by providing an appealing mobile app? 

  • Eliminating overcrowding: How can you highlight what content is really relevant for your users to ensure you are only including important information to aid them on their mobile missions? 

  • Perfecting the purpose of your app: How can you track customer activity in your app to optimise your UX and deliver a better experience for your consumers? 

  • How can you create a winning UI to keep your app relevant while mobile screen real estate decreases?

 Gianluigi Pesce
Gianluigi Pesce
SVP Head of Online and Mobile Banking
Unicredit

Optimising Your Mobile Site

Case Study Revolution: Building a clean mobile site design: How can you cut out what isn't critical based on shopper activity to make navigation and conversion on your mobile site easier?

Phillippa Green, Web Project and Development Manager, Go Outdoors

  • Overcoming the vanilla experience: How to create a lean UX that delivers a greater customer shopping experience 

  • Making mobile content snack-able: What are the critical considerations in designing for a superior UX that makes the most of limited screen real estate whilst preserving the voice of your brand online? 

  • Content is king: How to take a mobile-aware approach to site design to produce compelling customer content and create an effective sales channel 

  • Controlling content clutter: How do you re-engineer your digital channels for the mobile environment to improve user interface and cater for a diverse and limited shopper attention span?

 Phillippa Green
Phillippa Green
Web Project and Development Manager
Go Outdoors

Phillippa Green is the Multichannel Development Manager at GO Outdoors the market leading and fastest growing Outdoor equipment and clothing retailer with over 10 years experience in eCommerce. GO Outdoors successfully relaunched their mobile site in 2015 which not only improved the customer journey but improved the commercial performance of the ...[Read More]

Blending Online And Offline Using Mobile

Case Study Revolution: How can well designed content on mobile better tell the story of your products to increase user engagement and encourage brand loyalty?

  • How to use your mobile content as a driver to increase product engagement and bring mobile browsers into store 

  • How to exploit the opportunities provided by mobile devices to better engage with consumers and drive a seamless customer journey into your store 

  • How to manifest digital disruption into your physical store to merge your online and offline experiences and make the most of mobile as a complimentary shopping channel 

  • Becoming highly useful on mobile: How can mobile help to achieve ultimate synergy between the digital and physical shopping worlds to build trust and increase engagement with your consumers?

New Frontiers In Talent

TRACK D CONTINUED

1:30 PM Networking Lunch

Exploiting Mobile App Capabilities

2:30 PM Case Study Revolution: Native apps - the home of personalisation: How can you use in-app features that send customers the right notification at the right time to keep them engaged until they complete their shopping journey?

  • How do you design your app to effortlessly extract information from consumers to facilitate a personal approach to shopper engagement? 

  • Driving product engagement: How do you determine which app features are of real use to your customers so you can better leverage them to help meet their shopping needs? 

  • Being relevant: How to send the right notification, at the right moment, for the right purpose, to move consumers along the shopping journey 

  • Tailoring your user experience: How can you create in-app features that increase engagement with your top shoppers to help them accomplish their shopping missions? 

  • How can you make relevant recommendations to consumers based on past purchases to increase engagement and drive conversions?

Optimising Your Mobile Site

Case Study Revolution: Moving away from the one size fits all approach: How can you provide your shoppers with personalised online experiences to successfully cross-sell relevant products and services?

Chris Dalrymple, Product Innovation Director, On the Beach

  • To what extent should you personalise the experience on mobile web for the best results and where in the customer journey is it most effective? 

  • Personalisation and relevance to drive deeper engagement: How do you make customised recommendations based on your shoppers interests without being too intrusive? 

  • Achieving recognition across platforms: How can you follow the user journey across mobile devices to successfully personalise their experience at all touch points? 

  • Single customer view delivery: How can you retain engagement from previous purchasers by providing a relevant online experience to lure customers back into the buying funnel?

 Chris Dalrymple
Chris Dalrymple
Product Innovation Director
On the Beach

After successfully landing On the Beach’s first mobile app to the app store in September 2014, as the business owner for all customer facing web developments, Chris Dalrymple is now in the process of personalising the cross-device user experience, including allowing customers to save holidays as they research. He will share exclusive insights fr ...[Read More]

Blending Online And Offline Using Mobile

Synergy Workshop: How can you enhance your in-store experience with mobile devices to make the consumer journey around your store more personalised?

  • Taking a people-first strategy to mobile: How can mobile be used by in-store associates to provide a better customer service in an increasingly digitally savvy consumer market? 

  • In-store mode on mobile: How can geolocation tools help you recognise when your customers are in store to provide a relevant user experience? 

  • Mobilising staff to develop conversion: How can your store agents best use mobile to surprise and delight customers with product and service recommendations to drive sales? 

  • Providing personal promotions: How to provide customer service on mobile that goes beyond the physical capabilities of the store and exceeds shoppers experience

New Frontiers In Talent

Rising Stars Boardroom: Your chance to network with those under 30 on a similar career acceleration path to you to define how to stay ahead

  • This workshop has been designed for 10 individuals under the age of 30 most likely to climb the digital industry ladder in years to come. The selected 10 individuals will have the opportunity to meet and network with those on a similar career acceleration path to share their successes and brainstorm how to address anticipated hurdles to stay ahead.

Exploiting Mobile App Capabilities

3:15 PM Case Study Revolution: Bringing your buyers back: How do you keep engagement going in apps to successfully re-target customers on their personal devices?

Maria Bobrowska, Senior European Commercial Manager - Mobile, TUI

  • Surprising and delighting: How do you best develop and introduce new app features to become truly helpful to your customers and differentiate yourselves from other digital retail experiences? 

  • Advancing your apps: How to take a customer-centric approach to your core app offering to provide a valuable customer experience and maintain brand loyalty 

  • Getting up close and relevant: How can you make relevant recommendations to your consumers for a more intelligent approach to personalisation? How can developing apps for wearable devices extend your consumer reach by serving additional shopper needs?

 Maria Bobrowska
Maria Bobrowska
Senior European Commercial Manager - Mobile
TUI

Maria Bobrowska has led numerous mobile initiatives related to improving in destination experience across TUI Group portfolio of hotels. She is also responsible for scope definition and roll out of specific apps for the Group. Her main objective is to ensure the adequate mobile proposition is in place across Group Portfolio to ease, satisfy and ...[Read More]

Optimising Your Mobile Site

Innovation Spotlight: The mobile UX revolution: The m-commerce industry's dirty littel secret

Duncan Keene, UK Managing Director, ContentSquare

There's a digital revolution happening amongst leading m-commerce brands. Central to this revolution is the new-breed of analytics that's transforming the way teams are managing their mobile customer journeys for specific visitor segments. This presentation will reveal the m-commerce industry's dirty little secret and explore how brands can transform their mobile user experience and maximise the ROI from their digital content.
 Duncan Keene
Duncan Keene
UK Managing Director
ContentSquare
Duncan has over 10 years experience within software start-ups. One of the initial team at Maxymiser (now part of Oracle Group) Duncan has worked closely with some of the world’s leading ecommerce teams, helping them solve their digital challenges. Duncan currently leads UK operations at ContentSquare, a user experience analytics and optimization pl ...[Read More]

Blending Online And Offline Using Mobile

TRACK C CONTINUED

New Frontiers In Talent

TRACK D CONTINUED

4:00 PM Afternoon Networking Break

Making The Right Investments
4:30 PM Inspirational Guest Speaker: Big Data = Big deal! Why taking a more psychological approach to customer engagement will drive mobile sales and increase brand engagement.

Dr Simon Moore, Chartered Psychologist and Managing Director, Innovationbubble

  • How can you gain a better insight into the mind-set of your consumers, to provide a natural and seamless mobile experience that fits their psychological needs and values? 
 

  • What new psychological approaches can you take to better understand consumer behaviour and their device engagement? 
 

  • How can you best identify changes in your customer’s behaviour on digital platforms and across personal devices to increase customer engagement? 
 

  • Creating customer-centric channels: How to keep your consumers needs and behaviours front of mind during the design and maintenance of mobile to forge stronger relationships with your top shoppers

Dr Simon Moore
Dr Simon Moore
Chartered Psychologist and Managing Director
Innovationbubble

Simon is a Chartered Business and Consumer Psychologist and partner with the award winning psychological insight and behaviour change consultancy, Innovation bubble. Simon is an author and regularly presents at international conferences on the psychology of behavior in relation to consumer experience. He has acted as an advisor to the UK and US ...[Read More]

4:50 PM Futuristic presentation: Keeping up-to-date with future mobile innovations: Which new personal mobile devices are expected to revolutionise the mobile experience and should be considered in your current investment plans?

Kasper Risbjerg, Senior Digital Innovation Strategist, ECCO Shoes

  • Keeping up with the speed of change in mobile innovation: How future mobile, wearable and IOT solutions will allow for totally new experiences and value creation  

  • How to spot real problems faced by your consumers to create solutions that fit their needs in the face of increasing digital disruption 

  • How the winners in the future will be the ones that get the mobile and wearable business models right and what role does retail play? 

  • Accommodating the fragmented device universe: How can you test for and create a solid foundation to build on for future mobile innovation?

 Kasper Risbjerg
Kasper Risbjerg
Senior Digital Innovation Strategist
ECCO Shoes

Kasper is responsible for the front end innovation and next generation of digital products and service experiences at the ECCO Innovation Lab. He is an integral part of the founding team of the Innovation Lab, which is an experimental and early stage development lab for ECCO's Shoes. Kasper is responsible for providing strategic recommendations ...[Read More]

Finding The Next Big Disruptor
5:10 PM Innovation spotlight: How to leverage 3rd party mobile platforms like Snapchat, Facebook and Instagram to drive revenue and brand.

Chris 'Kubby' Kubbernus, CEO, Kubb&Co.

  • How can you better leverage 3rd party platforms to successfully promote your products and drive traffic to your online sites? 

  • How can you organise the content you put on 3rd party platforms to have the most impact for your online shoppers? 

  • How to implement geo technology to help drive traffic from mobile browsers into your stores

Kubby is a Canadian-born entrepreneur/marketer based in Copenhagen, Denmark. He is the CEO and Founder of Kubb&Co. a digital agency focused on the convergence of social media, marketing and technology. He has been featured in many publications including Business Insider, The Guardian, Entrepreneur and The Huffington Post. He is a renowned speaker o ...[Read More]

5:30 PM Dragons’ Den: Leveraging new and innovative solutions: Of the many new technologies now entering the mobile universe, which are the best ones to invest in to improve your shopping experience?

Witness our dragons as they assess the latest mobile innovations from start-up companies pitching their tech in a bid to win first place. Listen up as the dragons review the technologies’ benefits to your business, predict their future success and deliver their verdicts. The ultimate decision is in your hands though, as the audience get to vote for their favourite. Will you find the next big thing?

5:40 PM Chairperson’s Closing Remarks: Andrew McClelland, Managing Director, Mirador

Andrew McClelland, Managing Director, Mirador

 Andrew McClelland
Andrew McClelland
Managing Director
Mirador

Andrew has been involved in digital commerce for over 12 years and has a unique insight into the development of digital retail, changing consumer trends and the challenges that incorporating a digital offering into a more traditional retail or commercial proposition presents. 

Projects have included developing cross border B2B and B2C c ...[Read More]

5:45 PM Networking Drinks Reception