eTail Nordic 2019

02 - 03 October, 2019

Radisson Blu Scandinavia Hotel, Copenhagen

442073689894

Day 1 - 2nd October 2018

Denmark & Iceland Rooms

8:00 am - 8:45 am COFFEE AND REGISTRATION

8:45 am - 8:50 am Welcome Comments

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Mette Willert

Content Producer, Visual Storyteller & Influencer
Former DSB Danish Railways

Industry Shapers Uncovered - Part 1

Denmark & Iceland Rooms

9:00 am - 9:20 am KEYNOTE – THE LEADER: The intersection of retail and technology in a disrupted world: Bold predictions for the future

Peter Muld - Chief Digital Officer ICA Gruppen
·         How to introduce the philosophy of constant change as an opportunity
·         How new technology will help retailers to createa perfect synergy between eCommerce, loyalty, marketing and advertising in order to really understand how our customer’s shop
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Peter Muld

Chief Digital Officer
ICA Gruppen

9:20 am - 9:40 am KEYNOTE – THE INNOVATOR: Simple steps for marketers to drive digital advertising effectiveness: How to combine and activate 1st and 2nd party data

Mikael Lenneryd - Director of Digital & Loyalty Apoteket
·         The importance of consolidating of all of your data through one ad server to see your consumers through one lens
·         Getting the real value out of your data: What is the best way to action your use of data and get results?
How to normalize data that is coming from different resources
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Mikael Lenneryd

Director of Digital & Loyalty
Apoteket

9:40 am - 10:00 am KEYNOTE – THE FORWARD THINKER: Seamless Marketing: How to design your digital and offline media strategies to better deliver a more powerful message that boosts traffic and revenue

Peter Boris Kreilgaard - Head of Marketing Coop
·         How to create a fully integrated online & offline customer experience that builds and rewards loyalty
·         How to drive your offline audience to your online programs
How to leverage your digital marketing campaigns offline
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Peter Boris Kreilgaard

Head of Marketing
Coop

10:00 am - 10:20 am KEYNOTE – THE CREATOR: Creativity should be at the heart of eCommerce: How to inspire your customers increase sales, and generate social media buzz!

Matthew Hearle - Strategic Director ACNE
·         How to develop an agile method in order to create responsive content marketing that connects with your customers
·         How to connect your brand at an emotional level beyond the product
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Matthew Hearle

Strategic Director
ACNE

10:20 am - 11:00 am COFFEE AND NETWORKING BREAK

Denmark & Iceland Rooms

Mastering Frictionless Retail

11:00 am - 11:20 am CASE STUDY: The Chinese market and what Nordics brands can learn from the Chinese consumer
Mei Chen - Senior manager Alibaba
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Mei Chen

Senior manager
Alibaba

Mastering Frictionless Retail

11:20 am - 12:00 pm CASE STUDY A customer centric experience: With so much opportunity, choice and competition how can we make online buying more personal?
Caroline Carlqvist - Program Manager Personalization Zalando
·         The importance of looking for the key of your audience in order to deliver content that they really care about and keeps them in the channel for longer
·         How to build different personalisation scenarios in order to know to whom we are talking to, what and where to personalize
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Caroline Carlqvist

Program Manager Personalization
Zalando

Mastering Frictionless Retail

12:00 pm - 12:20 pm CASE STUDY Revolutionising eCommerce online payments: What drives the growth of online banking payments in Europe?
Luke Flomo - Head of Ecommerce Trustly Marc Palmefjord - CEO Bangerhead
·         How to simplify the process in order to reduce cart abandonment
·         How to improve the value proposition of payment systems that compel consumers to use them consistently
·         The importance of giving customers customized payment options based on their purchasing behavior
What are the latest innovations in mobile payments?
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Luke Flomo

Head of Ecommerce
Trustly

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Marc Palmefjord

CEO
Bangerhead

Copenhagen Room

Synergy Workshops

11:00 am - 11:50 am DISRUPTION WORKSHOP: The Retail market has been transformed by disruptions in consumer behaviour, competition, economics and technology. This workshop will focus on how the retail industry is changing and the outlook for the next 5 years.

Jamie Merrick - Director of Industry Strategy & Insights Salesforce
Industry expert Jamie Merrick will lead this workshop to give you a perspective on the changes in the retail industry. Attendees come together to discuss the changing landscape and how to maximise opportunieis to meet the challenges you are facing. 
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Jamie Merrick

Director of Industry Strategy & Insights
Salesforce

Synergy Workshops

11:50 am - 12:50 pm BEYOND DESIGNING WEBSITE OR APPS WORKSHOP: Simply designing websites or apps is not enough anymore – practical examples from Åhlens, Martin & Servera, Stadium and Ellos
Fran Merino - Group Design Director Fjord Mauro Boffardi - Digital Architect Accenture Interactive Olivier Plas - Country Manager Nordics Intershop
Learn about what has changed and why will this impact the way you should think about brand, from three industry experts at Fjord, Accenture Interactive and Intershop, as well as speaking to our clients Stadium, Åhlens, Martin & Servera and Ellos. 
 
Attendees will participate to a live survey about the topics at hand, followed by a chance to debate about the experience you would like your customers to have – focusing on the direct and concrete online experience of the brand.
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Fran Merino

Group Design Director
Fjord

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Mauro Boffardi

Digital Architect
Accenture Interactive

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Olivier Plas

Country Manager Nordics
Intershop

Beating Amazon in the Nordics

Denmark & Iceland Rooms

12:20 pm - 1:00 pm OXFORD STYLE DEBATE When Amazon enters the Nordics, they will dominate and all eCommerce players will follow under their rules. Debate moderated by LiveArea.

Dr. Douglas Hollinger - Senior Vice President of Consulting LiveArea Nicklas Storåkers - CEO PriceRunner Peter Hvidberg - Head of eCommerce Intersport Group
Moderator: Douglas Hollinger, SVP of Consulting, LiveArea
Agree: Nicklas Storåkers, CEO, PriceRunner
Disagree:Peter Hvidberg, Head of eCommerce, Intersport Group
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Dr. Douglas Hollinger

Senior Vice President of Consulting
LiveArea

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Nicklas Storåkers

CEO
PriceRunner

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Peter Hvidberg

Head of eCommerce
Intersport Group

1:00 pm - 2:00 pm LUNCH

Chaired by Joakim Lundberg Director of New Sales, Klarna
Denmark & Iceland Rooms

TRACK A Optimising the Mobile Experience

2:00 pm - 2:20 pm CASE STUDY How to convert high mobile traffic into sales with powerful mobile personalisation designed for the modern customer
Kjartan Dannatt - Head of Marketing & eCommerce Ark
·         How to overcome friction between mobile traffic and conversion?
·         Consumers love mobile browsing, but mobile purchasing not so much: Why is that?
·         How to move from mobile first to just mobile?
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Kjartan Dannatt

Head of Marketing & eCommerce
Ark

TRACK A Optimising the Mobile Experience

2:20 pm - 3:00 pm CASE STUDY INTERACTIVE Increasing user interactivity through innovations in mobile: How to identify repeat customers, generate increased revenue and drive customer loyalty
Allan Helleskov Kleiner - Former Marketing Manager Fitness World
·         The difficulty of tracking users across apps and mobile web
·         How to optimize the mobile user flow from major marketing channels
·         What is the best approach to move towards a fully responsive mobile site?
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Allan Helleskov Kleiner

Former Marketing Manager
Fitness World

TRACK A Optimising the Mobile Experience

2:50 pm - 3:00 pm SOLUTION SPOTLIGHT: Its all about the Commerce Experience
Peter Fellows - Manager Commerce Sitecore
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Peter Fellows

Manager Commerce
Sitecore

Chaird by: Mette Willert, Contect Producer, Visual Storyteller & Influencer
Helsinki & Oslo Rooms

TRACK B Converting Data Analytics to Marketing Action

2:00 pm - 2:20 pm CASE STUDY Are you using your data correctly?: How to create a personalisation strategy that fully exploits your data
Daniel Infanger - Vice President International B2C Conrad
        Charting the tangible connection between personalisation and conversion
        Converting the data into a personalisation strategy
        Cutting through the noise – key data sources to focus on and how to interpret the results
        How to track a customer’s buying experience across multiple platforms
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Daniel Infanger

Vice President International B2C
Conrad

TRACK B Converting Data Analytics to Marketing Action

2:20 pm - 2:40 pm CASE STUDY How to integrate data from multiple systems and sources to avoid wasting budget on retargeting the same audience
Pär Österlund - Group Director B2C Marketing Bisnode
·         How to develop your business with data-driven decision making
·         How to make sure that we have the right information from our customers to increase the impact on them
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Pär Österlund

Group Director B2C Marketing
Bisnode

TRACK B Converting Data Analytics to Marketing Action

2:40 pm - 3:00 pm CASE STUDY How to dynamically increase the effectiveness of your SEO strategy
Arnoldo Cabrera - Global SEO Manager IKEA
·         Search engine optimization strategies to fuel long term growth
·         How to gain better results in mobile SEO
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Arnoldo Cabrera

Global SEO Manager
IKEA

Copenhagen Room

TRACK C Interactive Boardrooms

2:00 pm - 3:00 pm AGILE ORGANISATION BOARDROOM Building cross functional teams that enable you to explore, innovate and test in order to build and launch greater business ideas that increase ROI
Martin Bystedt - Head of User Experience and Digital TUI
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Martin Bystedt

Head of User Experience and Digital
TUI

Stockholm Room

TRACK D Synergy Workshops

2:00 pm - 3:00 pm EXPERIENCE PAYMENT WORKSHOP: Unlocking Payments: The hidden key to the customer experience
Michael Juul Andersen - Omnichannel Payment Expert and General Manager AltaPay, A Valitor Company
Panel overview and Subject matter
Retailers spend millions on perfecting the customer experience every year. Many have based their entire brand on providing the highest level of service. Others will have had their reputation damaged irreparably by negative feedback on social media. Yet there is one decisive element that underpins the success of the entire customer journey - payments. 
 
The vast amounts of time and money invested in perfecting the shopping experience for a customer, be it online or in-store, can be undone at the checkout. Whether this is in the shape of  delays, technical issues or problems handling local currencies, challenges abound for retailers when it comes to buying or selling a product. In a competitive global landscape where customer loyalty is wafer thin, brands simply have to get this right across all channels.

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Michael Juul Andersen

Omnichannel Payment Expert and General Manager
AltaPay, A Valitor Company

Chaired by Joakim Lundberg,Director of New Sales, Klarna
Denmark & Iceland Rooms

TRACK A Optimising the Mobile Experience

3:00 pm - 3:20 pm CASE STUDY: How to use app gamification to deliver strong and strategic content in your marketing activities
Alice Monberg - Senior Marketing Director Bilka
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Alice Monberg

Senior Marketing Director
Bilka

TRACK A Optimising the Mobile Experience

3:20 pm - 3:40 pm CASE STUDY How to improve the value proposition of mobile payment systems in order to compel consumers to use them more frequently
Madélene Kraemer - Sales Director Klarna
·         How to improve the value proposition of mobile payment systems that compel consumers to use them consistently
·         The importance of giving customers customized payment options based on their purchasing behavior
·         What are the latest innovations in mobile payments?
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Madélene Kraemer

Sales Director
Klarna

Chaird by: Mette Willert, Contect Producer, Visual Storyteller & Influencer
Helsinki & Oslo Rooms

TRACK B Converting Data Analytics to Marketing Action

3:00 pm - 3:20 pm CASE STUDY Digital transformation in the manufacturing sector: How to evolve towards a transparent customer oriented model without increasing fixed costs
Mikko Saavalainen - Senior Vice President, Business Development Metsä Wood
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Mikko Saavalainen

Senior Vice President, Business Development
Metsä Wood

TRACK B Converting Data Analytics to Marketing Action

3:20 pm - 3:40 pm CASE STUDY: Average or Bold eCommerce : How to combine bold conversion, brand experience and customer/team happiness in real life.
Thomas Tonder - Head of UX Ellos Group

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Thomas Tonder

Head of UX
Ellos Group

Copenhagen Room

TRACK C Interactive Boardrooms

3:00 pm - 4:00 pm DIGITAL TRANSFORMATION BOARDROOM Digital transformation: How to accelerate your journey to create a more agile organisation and improve the overall customer experience
Pino Roscigno - Director of Marketing Stadium
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Pino Roscigno

Director of Marketing
Stadium

Stockholm Room

TRACK D Synergy Workshops

3:00 pm - 4:00 pm HOW TO WIN WORKSHOP: How to drive valuable customer relationships in the age of Amazon
Jan Teerlinck - VP Innovation Selligent Tim Vrijsen - Solutions Consultant Selligent
With Amazon’s arrival in the Nordics, the retail space is set to change. 51% of consumers admit that “even if they find something on another site, they will look on Amazon to find alternative ideas, compare prices or gather more information before making a purchase.”

For marketers, that means coming up with new ways to drive valuable customer relationships through the use of customer data. 

Whether you adopt an Amazon-focused strategy on their advertising platform or in their marketplace, retailers can see success when doubling down on consumer-first marketing and empathetic communications. 

Learn how Selligent Marketing Cloud works with retail brands such as Apotek Hjärtat to get ahead. 

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Jan Teerlinck

VP Innovation
Selligent

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Tim Vrijsen

Solutions Consultant
Selligent

3:40 pm - 4:15 pm COFFEE & NETWORK BREAK

Denmark & Iceland Rooms

TRACK A Data Driven Personalisation

4:15 pm - 4:35 pm CASE STUDY How to optimise and unify your eCommerce platform to deliver personalised experience across multiple channels and countries

Peter Hvidberg - Head of eCommerce Intersport Group
·         How to provide consistent and personalized experiences with a single view of all customer interactions and transactions across all touchpoints and channels
·         How to make sure that your eCommerce platform is supporting the business growth and expansion in order to be ready to sell in different regions
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Peter Hvidberg

Head of eCommerce
Intersport Group

TRACK A Data Driven Personalisation

4:35 pm - 5:15 pm CASE STUDY INTERACTIVE Gut, hippo, trends or data – How to prioritize web-optimization projects?
Disney Yapa - Senior Consultant ContentSquare
·         The importance of understanding user expectation in order to adapt the website  to specific UX requirements
·         How to simplify and reduce the number of steps in the purchasing funnel in order to increase conversion rates
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Disney Yapa

Senior Consultant
ContentSquare

TRACK A Data Driven Personalisation

5:15 pm - 5:40 pm CASE STUDY How to take advantage of scalability and automation in paid advertising
Malthe Cederborg - CMO Miinto Group
·         How do you embrace automation in ads and make it work for you?
·         How to create an strategy that saves you time and drives better campaign performance with higher conversion rates
·         The importance of creating rules and alerts to optimize campaign performance based on the KPIs that matter most to you with calculated metrics
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Malthe Cederborg

CMO
Miinto Group

Helsinki & Oslo Rooms

TRACK B Mastering Attribution

4:15 pm - 4:35 pm CASE STUDY Evolving your cross-channel marketing strategy : Attribution and Offline-2-Online
Carl Wåreus - Head of Agency Google
        Getting away from last-click attribution modelling: what are the alternatives to this?
        Considering the unique needs of your business first and foremost
        Creating a sustainable model that is robust and customer focused
        What KPIs define success for each channel?
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Carl Wåreus

Head of Agency
Google

TRACK B Mastering Attribution

4:35 pm - 5:15 pm CASE STUDY INTERACTIVE Using apps to deliver an omnichannel betting experience in a highly competitive market
Line Ghisler - Head of Digital Sales Danske Spil

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Line Ghisler

Head of Digital Sales
Danske Spil

TRACK B Mastering Attribution

5:15 pm - 5:40 pm CASE STUDY How to develop a more accurate attribution model that optimises previously ignored channels contributing to conversion

Bo Damgaard - Managing Director OMD
·         How to develop your attribution model effectively to track the whole user journey regardless of the device
·         How to implement the right tools across your channels
·         How to overcome the cross device attribution challenge that mobile presents in the industry
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Bo Damgaard

Managing Director
OMD

Copenhagen Room

TRACK C Interactive Boardrooms

4:15 pm - 5:15 pm Transperfect WORKSHOP: Multilingual cost challenges: How to get the most value out of your content, from AI to copy
Nathalie Karnig - Director, Business Development TransPerfect
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Nathalie Karnig

Director, Business Development
TransPerfect


Stockholm Room

Workshops

4:15 pm - 5:15 pm THE CONVERSION WORKSHOP Are you listening? How retail brands can still thrive in the age of Amazon and rising customer expectation
Alexander Dall - Solution Consultant Bazaarvoice

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Alexander Dall

Solution Consultant
Bazaarvoice

Workshops

5:15 pm - 6:15 pm VOICE WORKSHOP: Alexa, Chatbots & Co: Getting ready for the Post-Web World with a Headless Approach
Roman Zenner - Industry Analyst and Content Writer commercetools
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Roman Zenner

Industry Analyst and Content Writer
commercetools

Denmark & Iceland Rooms
1. How to improve your search  advertising results
Jesper Jensen, Online Marketing Director, Boozt Fashion

2. How to align your website strategy, design and navigation with your buyer´s journey
Jesse Jyläs, Co-Founder & CEO, SPOT-A-SHOP

3. SME  discussion: How can we compete with the big players transform ourselves to remain relevant for our customers
Brian Andersen, Ecommerce Director, Matas

4. How to personalise different content with limited resources
Nathalie Brogaard Jensen, Head of  Global Marketing - Digital & eCommerce, Flying Tiger 

5. How to work with customers journeys create remarkable digital customer experiences and get more loyal customers
Jenny Gejke,  Head of Digital Channels, SJ

6. eCommerce optimization for B2B and B2C: Different optimization approaches
Anna Stig, Head of eCommerce, Dustin

7. How to use Instagram to engage with your audiences intelligently
Mette Willert, Content Producer, Visual Storyteller, Influencer, Former DBS

8. EU legislation on the E-merchant: How to get it right for your webshop?
Triin Saag , Director Of Government Affairs, EMOTA
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Jesper Jensen

Online Marketing Director
Boozt.com

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Jesse Jyläs

Co-Founder & CEO
SPOT-A-SHOP

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Brian Andersen

eCommerce Director
Matas

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Nathalie Brogaard Jensen

Head of Digital & eCommerce
Flying Tiger Copenhagen

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Jenny Gejke

Head of Digital Channels
SJ

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Mette Willert

Content Producer, Visual Storyteller & Influencer
Former DSB Danish Railways

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Anna Stig

Nordic Head of eCommerce
Dustin Group

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Triin Saag

Director Of Government Affairs
EMOTA

Helsinki & Oslo Rooms
9. Join value creation between retailers and brands: How to best work with brands to help drive your business
Kåre Berenthz-Nicolaisen, Head of Digital, Arla Foods

10. How to use personalised email marketing not only to grow your eCommerce revenue but to increase your customer lifetime value too
Javier Artal Herbella , CRM Manager, Boozt Fashion


11. How to use low funnel data to bring brand awareness
Kasper Engelheim Hove, Chief Marketing Officer, Nustay

12. Using apps to deliver an omnichannel betting experience in highly competitive market
Line Ghisler, Head of Digital Sales, Danske Spil

13. Overcoming the challenge of controlling and being consistent in your marketing communication across your channels
Anna Olofsson, Digital Marketing Manager, MediaMarket


14. Where should you allocate your marketing and technology spend to get the best return from your investment?
Oskar Kerola, Online Marketing Manage, Nelly.com

15. Average or Bold eCommerce : How to combine bold conversion, brand experience and customer/team happiness in real life.
Thomas Tonder, Head of User Experience,   Ellos Group

16. How to shape your digital company culture and why it matters more than you think
Will Lockie,  Global Head of eCommerce, Georg  Jensen A/S
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Kåre Berenthz-Nicolaisen

Head of Digital
Arla Foods

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Javier Artal Herbella

CRM Manager
Boozt Fashion

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Kasper Engelheim Hove

Chief Marketing Officer
Nustay

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Anna Olofsson

Digital Marketing Manager
MediaMarkt

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Line Ghisler

Head of Digital Sales
Danske Spil

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Will Lockie

Global Head of Ecommerce
Georg Jensen

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Thomas Tonder

Head of UX
Ellos Group

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Oskar Kerola

Head of Online Marketing
Nelly.com

6:15 pm - 6:20 pm Chair’s Closing Remarks

6:20 pm - 7:20 pm Retro-Themed Drinks Reception