Mobile Shopping Europe 2017

08 - 09 February, 2017

Victoria Park Plaza, London

Contact Us: +44 (0) 207 368 9894

Effectively Monetising Your Mobile Channel

Day 2 - Thursday 9th February 2017

Expand All Sessions [+] Collapse All Sessions [-]

8:15 AM Registration And Networking Coffee

8:45 AM Welcome Address

Lucy Bradley, Editorial Director, Worldwide Business Research

8:50 AM Chairperson’s Opening 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]

Being Discovered On Mobile
9:00 AM Board Keynote: Establishing a winning digital road-map: Optimising your appstore presence to drive traffic and maximize downloads

Mario Viviani, Technology Evangelist, Amazon

  • How can you create a superior product page on mobile Appstores to enhance your app listing and increase downloads? 

  • How can you avoid practices on app development that can jeopardize your reputation and revenue? 

  • How to leverage new social channels to connect to a wider customer base

 Mario Viviani
Mario Viviani
Technology Evangelist
Amazon

Mario Viviani is the Technology Evangelist at Amazon Appstore UK. He started mobile development in 2010, focusing on the Android platform. In 2011 he founded the mobile-focused startup Mariux Apps, developing both consumer-oriented and third-party apps, where he published more than 90 apps and reached more than 12 million total downloads. In 201 ...[Read More]

Proving Mobile ROI
9:20 AM Reserved for Dynamic Yield

9:40 AM Interview: Cross channel attribution: How to evaluate direct and indirect ROI from mobile to further build the business case for more investment

Michael Durbridge, Director of Omni Channel, B&Q

Dominic Cross, CRO, iAdvize

  • How to highlight and examine online fuelled sales to make accurate marketing investments and improve customer experience at high traffic points 

  • Cross device attribution: How do you trace previously online browsers to those who transact in-store to allocate the sale to the correct digital device? 

  • Attribution modelling: How do you measure success and allocate value to multiple touch points to achieve an accurate view of the mobile channel contribution? 

  • How can attribution pin-point ineffective marketing activities and increase channel conversion rates by highlighting areas for improvement?

 Michael Durbridge
Michael Durbridge
Director of Omni Channel
B&Q

At B&Q, Mike Durbridge is accountable for defining the customer led operating strategy of the business, covering digital channels, retail and contact centre technology. His customer-mission focused strategy is not just about increasing conversion on mobile and tablet. It is also about enabling mobile elements to compliment the physical environme ...[Read More]

 Dominic Cross
Dominic Cross
CRO
iAdvize
Dominic moved into technology sales after a short stint in the British Army. Having been born and raised outside the UK, he understood the cultural challenges of selling in different countries and went on to build a successful career in international technology sales, marketing and business development over a 24 year period.Working for companies s ...[Read More]

Enabling Mobile Marketing Wins
10:20 AM In conversation: CMO perspective: What are the mobile channel design elements that support the successful delivery of a game changing mobile customer experience?

Ozgur Dogan, Chief Marketing Officer, Hepsiburada

  • How can you ensure at every stage of design and implementation your offering makes sense for your mobile shoppers?  

  • How can you design your mobile channel to best serve the full consumer journey, from discovery and browsing, to planning to purchase and create a successful route to conversion? 

  • Strategies for further embracing mobile: How do mobile marketing needs differ from traditional desktop marketing needs? 

  • Tracking customers across channels: How can you better design your mobile channel to complement your omni- channel experience

 Ozgur Dogan
Ozgur Dogan
Chief Marketing Officer
Hepsiburada

Ozgur Dogan is the Chief Marketing Officer of Hepsiburada, which is the leading e-commerce company in Turkey. As the Chief Marketing Officer, Ozgur is responsible for increasing customer value, improving marketing ROI and maximizing effectiveness of all digital and offline channels at Hepsiburada. Prior to joining Hepsiburada, Ozgur held General ...[Read More]

10:45 AM Morning Networking Break

Exploiting Mobile App Capabilities

11:30 AM Case Study Revolution: Mobile optimisation for optimal conversion: How can you design your user interface to make payments easier for your super shoppers wanting to buy on the move?

Jamaal John, UX Technical Lead, River Island

Paul Taylor, UI Designer, River Island

  • How can you best design an easy and frustration free UX to create a natural route for consumer conversion? 

  • How can you actively engage your customers during the path to purchase to move from basket bulking to done deals? 

  • Reactive designs: How you can track online shopping behaviour to create an effective UX that truly serves consumer needs? 

  • Data-led designs: How can you use customer insights from split testing to influence your UX on mobile? 

  • How can you establish a frictionless checkout experience that tackles top consumer frustrations and increases mobile sales?

 Jamaal John
Jamaal John
UX Technical Lead
River Island

 Paul Taylor
Paul Taylor
UI Designer
River Island

Optimising Your Mobile Site

Case Study Revolution: Moving towards a one-click checkout process: How to design a mobile checkout UX that drastically reduces cart abandonment

Stuart McMillan, Deputy Head of E-Commerce, Schuh

  • Reducing drop-offs and abandonments: How can employing a lean UX make sure your customers get from basket, to check out, to sale? 

  • Designing for a high-conversion rate website: How do you increase the speed of transactions on mobile sites to capitalise on your impulse buyers and boost conversion rates? 

  • Optimising the mobile payment experience: How do you offer all the payment options consumers want without ruining your UX? 

  • Moving towards one-click checkouts: To what extent can click rate reductions help to solve low conversion rates on mobile?

 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]

Using Mobile To Blend Online And Offline Experiences

Synergy Workshop: The role of mobile in easing the checkout process: How to enable your in-store shoppers to use their mobile devices to purchase items and avoid the queues

Mr Fabrice Khullar, Lead Product Owner, Sainsbury's

Mia Thiesen, Digital Business Development, Coop Digital

  • Pre-sale proactivity: How can you aid discovery and facilitate product research via mobile for purchasing in-store? 

  • Facilitating for generation ‘Y’: How has the proliferation of mobile changed customer expectations and how can you deliver the ultimate in-store experience by developing your mobile offering? 

  • How can you leverage mobile scanning to take the friction out of your in-store customer checkout and increase sales by providing a highly efficient shopping mode? 

  • Click and collect capabilities for a seamless buying experience: How can you design mobile to facilitate frictionless online payments and efficient in-store collections?

Mr Fabrice Khullar
Mr Fabrice Khullar
Lead Product Owner
Sainsbury's

 Mia Thiesen
Mia Thiesen
Digital Business Development
Coop Digital
Mia is a UX-designer / Business developer working with digital concept development on everything from mobile payment to rethinking the Coop loyalty scheme. As many retailers, Coop wants to improve the in-store experience using digital tools. For this reason, the most important frame for working with digital in Coop, is understanding the interactio ...[Read More]

Extracting Data Driven Insights

Creative Boardroom: Capturing customer data: How can you get your anonymous mobile browsers to give away the information you need to improve their checkout process?

  • Encouraging log-ins and identifying drop-offs: How do you best collect consumer information when browsing and not just buying to increase retention rates? 

  • Monitoring mobile movements: How can you run fast and efficient a/b testing to spot trends and determine what your customers actually want on your mobile channel? 

  • Using data to delight your customers: How to use consumer data to highlight and solve their shopping problems and enhance your digital offering by reducing wasted journeys 

  • How to extract insights from collated data to determine segmentation in your customer base and devise effective digital engagement strategies for each profile 

  • Security for connected devices: How can you address data privacy concerns for your customers to increase the amount of personal information they are willing to share with you?

12:15 PM Networking Lunch

Exceeding Customer Expectations
1:15 PM Case Study: Chatbots - An Existential Crisis: While chatbots have become a battle ground for the major powers of the tech industry, their role in ecommerce is not quite clear yet, how can you determine whether chatbots are a must-have for your customer service?

Maciej Matyjas, Director, Technology, Hotels.com

  • What are the key considerations in determining if you need to build a bot for your business? 

  • Exploring whether Conversational Commerce has legs in the retail and travel industry 

  • What about customer service via chatbots and/or messaging apps 

  • Is a PhD in Artificial Intelligence or Data Science needed to make a useful bot? 

  • To what extent can you ensure that your personalization efforts are convenient and not creepy?

  • How can you determine the value of chatbots for your customers.

 Maciej Matyjas
Maciej Matyjas
Director, Technology
Hotels.com

Maciej Matyjas currently leads mobile development at Hotels.com, an Expedia company. He has over a decade of experience building mobile apps and services on everything from the original Palm Pilot to the latest and greatest devices.

...[Read More]

1:35 PM Case Study: Serving local needs whilst implementing a global strategy: How to tailor your mobile offering in local markets where there is a need to address cultural differences in mobile behaviors

Bjorn Van de Velde, IT Lead - Mobile Projects, Ahold Delhaize Europe

  • How to identify and solve the needs of local mobile behaviour to provide a truly seamless customer experience on a global scale 

  • Delivering at a segmented level on your global platform: How can you be target market specific when serving a global customer base to be relevant for all of your shoppers? 

  • Considering cultural differences: How can you optimise your overseas offering based on cultural usage behaviour and preferred payment methods on mobile? 

  • How localised do you make your user experience to fulfil consumer needs whilst maintaining a consistent global brand?

 Bjorn Van de Velde
Bjorn Van de Velde
IT Lead - Mobile Projects
Ahold Delhaize Europe

2:00 PM The Critical Role of Payments in Global Expansion and Local Relevance

John Gessau, Director of Product Management, ACI Worldwide

  • Instilling shopper confidence with local relevance, while succeeding in global expansion
  • Attracting and retaining your most loyal customers, and increasing sales with seamless payments
  • Preventing fraud, and at the same reducing false positives to increase legitimate sales
  • Establishing a winning strategy in world that is undergoing a mobile mind shift
 John Gessau
John Gessau
Director of Product Management
ACI Worldwide

John Gessau is Director of Product Management at ACI Worldwide, with specific responsibility for Mobile Payments. John’s focus is on enabling ACI’s merchant customers to accept and integrate mobile payments into their in-store, mobile app and browser channels. Prior to this John was responsible for ACI’s Mobile Banking solutions for retail and c ...[Read More]

2:15 PM Inspirational Guest Speaker: How is machine learning redefining how you engage with your customers and how can you leverage it to provide the ultimate shopping experience?

David Slocombe, Product Owner, Mobile Apps, Trainline.com

  • Driving digital data: How can machine learning better leverage consumer data to assist the completion of complicated shopper journeys? 

  • How can machine learning to continue to support your customers even when they are offline to create continuous engagement? 

  • How will machine learning technology facilitate the emergence of new mobile applications for retailers? 

  • How will machine learning transform the capabilities of all digital devices to transform the entire Omni-Channel experience?

 David Slocombe
David Slocombe
Product Owner, Mobile Apps
Trainline.com

Since the launch of the new and improved thetrainline.com app, David Slocombe has been focused on optimising the app experience to add real value to customers. His mission is to provide smarter journeys to Trainline's customers, from planning to booking to travel, they care deeply about solving their customers travel problems through their world ...[Read More]

Rewarding Loyal Shoppers
2:30 PM Expert Interview: Rewarding your customers on the go: How to design an appealing mobile loyalty scheme that keeps your mobile shoppers coming back for more

Mia Thiesen, Digital Business Development, Coop Digital

  • Geo location: How can you leverage consumer context to connect and reward your customers whilst they are out and about to ensure they keep on coming back? 

  • Hitting the shopper sweet spot: How to take a personalised approach to loyalty to make sure your offers are relevant and increase response rates 

  • Customer segmentation: How do you determine who your top customers are to target them with special offers and further increase their spend? 

  • Super payment apps: How can you link your online loyalty scheme to payment to incentivise transactions on mobile? 

  • Fulfilment: How can your digital channels help you keep your customer happy post payment to drive retention rates and customer loyalty?

 Mia Thiesen
Mia Thiesen
Digital Business Development
Coop Digital
Mia is a UX-designer / Business developer working with digital concept development on everything from mobile payment to rethinking the Coop loyalty scheme. As many retailers, Coop wants to improve the in-store experience using digital tools. For this reason, the most important frame for working with digital in Coop, is understanding the interactio ...[Read More]

Future Focus: 2027 And Beyond
3:00 PM Crystal ball panel: A glimpse into the future: What does the future mobile shopping experience of 2027 look like and how can you best prepare to stay ahead of the game?

Moderated By:
Andrew McClelland
, Managing Director, Mirador

Mr Fabrice Khullar, Lead Product Owner, Sainsbury's

Adam Warburton, Head of Mobile, Travelex

  • What are the trends we should expect to see in the growing digital ecosystem that will further transform the role of mobile in retail? 

  • How can you build and test innovative prototypes for mobile with your consumer base before launching on digital platforms to ensure market success? 

  • How can you leverage augmented reality to completely transform your mobile shoppers experience and make it your unique selling point? 

  • Which new technologies should you embrace to continue to meet growing consumer needs and compete with retailers born in the digital era?

Mr Fabrice Khullar
Mr Fabrice Khullar
Lead Product Owner
Sainsbury's

 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]

3:45 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]

3:50 PM Close of Conference