eTail Nordic 2019

02 - 03 October, 2019

Radisson Blu Scandinavia Hotel, Copenhagen


Agenda Day 1 - Wednesday 2 October 2019

7:30 am - 8:30 am Registration & Welcome Coffee

8:30 am - 8:35 am Welcome Remarks

8:35 am - 8:45 am Chairperson’s Opening Address

Mikael Wintzell, Co-Founder & CEO at Wellstreet

Mikael Wintzell

Co-Founder & CEO

Adapting To New Retail Trends

8:45 am - 9:05 am OPENING KEYNOTE INTERVIEW – CHIEF EXECUTIVE OFFICER: Turning market disruption into a competitive advantage: What are the 5 big digital trends you should look out for to stay ahead of the curve?

• Responding to digital disruption: How can you transform your eCommerce business model to keep up with the pace of change in the digital-led retail landscape?
• What tools are now essential to make your retail business smarter and faster to keep up with changing consumer shopping trends?
• How to adapt digital experiences and technology as the interaction gap continues to shrink between human and machines
• What is the best way to identify which new innovations are best suited to transform your eCommerce model rather than just innovating for the sake of innovating?
• How to foster internal digital culture that supports agility, customer responsiveness and innovation within your company

Morten Christiansen, CEO at 3 Scandinavia

Morten Christiansen

3 Scandinavia

9:05 am - 9:25 am MARKETING & BRANDING KEYNOTE: Inspiration from H&M Group on how to truly place your customer at the heart of all business decisions

• How data-based insights should lead to action, not assumptions
• How can you catch the right moment in the customer journey and be where your customers are
• How can you get your organization out of silos mentality in order to get a deeper integration across department to reach the true digital DNI in house

Rocky Brennicke, Brand & Marketing Management at Other Stories, China & Tmall launch

Rocky Brennicke

Brand & Marketing Management
Other Stories, China & Tmall launch

9:25 am - 10:05 am ALL-STAR PANEL: Tips and tricks from top ecommerce players on inspiring the next generation of eCommerce – Which business models, strategies and technologies will win in 2020?

·         How the next generation of eCommerce is about bringing the store to customers, not driving customers into a store
·         How to control the customer experience despite how it all evolves, building the shopping experience around engagement
·         Moving away from the “buy now” strategy to create incredible experiences that keep you relevant with your customers whenever and wherever that may be
·         How can you build a ‘best-in-class’ customer-centric omnichannel roadmap to future-proof your business and continue to thrive in a constantly changing market?
·         How can retailers best utilise AI and digital assistant technology to reinvent their customer engagement strategies to avoid the possibility of extinction
·         How to use  interactive product visualisation technology  to offer tangible in-store experiences to  your online consumers
·         How companies can combine sustainability strategies without losing the commercial focus
Mikael Wintzell, Co-Founder & CEO at Wellstreet

Mikael Wintzell

Co-Founder & CEO

Claus Andersen, CDO at Salling Group A/S

Claus Andersen

Salling Group A/S

Jan Thisted Ettrup-Mikkelsen, CMO at

Jan Thisted Ettrup-Mikkelsen


Eldar Terzic, CTO at CDON

Eldar Terzic


Anders Mundelin Bengtsen, Head of Business Development at Royal Unibrew

Anders Mundelin Bengtsen

Head of Business Development
Royal Unibrew

Eric Kansky, Director of Business Development at Riskified

Eric Kansky

Director of Business Development

10:05 am - 10:25 am INSPIRATONAL KEYNOTE – CHIEF INFORMATION OFFICER:How can you implement new technologies to increase agility in a legacy business and tackle business challenges at speed and scale

·         How are CIOs and other leaders preparing their organisations for the changes to come?
·         Challenging culture: How to confront resistance of getting everyone on board and changing mind-set to achieve successful digital transformation
·         How to drive digital transformation to meet the change happening in the retail landscape
·         How can you overcome old IT systems that make it harder for retailers to achieve the seamless multi-channel approach?
·         Future project planning: How to create an agile team that listens to you customers and responds fast
Jörgen Hellberg, CIO at Ellos Group

Jörgen Hellberg

Ellos Group

10:25 am - 10:45 am KEYNOTE– DIGITAL DISRUPTION: How technology is enabling value creation to better target, engage and retain your customers with more tailored and timely messaging

·         How to use AI to better engage customers through communication and experiences
·         Demystifying AI: How to implement machine learning from idea to production
·         Leveraging best practices when implementing machine learning in eCommerce
·         Practical areas where AI can make a difference: inventory, pricing, stockouts and more
Ajit Sivadasan, VP & GM Global eCommerce, Marketing, Technology at Lenovo

Ajit Sivadasan

VP & GM Global eCommerce, Marketing, Technology

10:45 am - 11:25 am Morning networking break / Pre-arranged 1-2-1 meetings Grab a coffee and engage with best-in-class solution providers working to bring you closer to your customers.

Gaining A Competitive Edge

11:25 am - 11:45 am KEYNOTE – CHIEF EXECUTIVE OFFICER: Engaging the ‘phygital’ generation: How to integrate your physical and online channels to better engage your customers with more convenient and quality experiences
• “Creating The One Buying Experience”: Bringing the divide between your digital and retail teams to present a single brand proposition to your customers
• Positioning yourself for the rise of experiential retail: How to combine physical and digital sales to achieve profitable growth and improve customer experience
• How can you integrate convenient digital customer services at the heart of your physical stores to reduce friction along the customer journey?

Rickard Lyko, CEO at Lyko

Rickard Lyko


Gaining A Competitive Edge

11:45 am - 12:05 pm KEYNOTE –CONNECTING THE FASHION ECOSYSTEM: Closing the gap between offline and online channels: How Zalando is creating the next-level customer experience across all channels to provide meaningful engagement and increase conversions
• How to combine the online and offline worlds for a better customer journey
• How to identify all of your marketing channels and determine the best combination to integrate the on & offline worlds
• The challenge of offering the customer a consistent purchasing experience if it is online or in store

David Hejgaard, Regional Lead Nordics at Zalando

David Hejgaard

Regional Lead Nordics


11:25 am - 12:25 pm WORKSHOP: Voice search, chatbots and beyond: How to harness the latest advances in conversational commerce to meet your customer needs on their terms and strengthen your relationship with them
• How voice search is impacting how consumers shop online and what you need to do now to adapt to it
• How to implement a conversational strategy, taking into account the behaviour of your customers
• How companies are mastering chatbots
• Using conversational tools to better understand the tastes and behaviour of your customers


11:25 am - 12:25 pm WORKSHOP: Getting the return experience right: How to best set up a returns management program that is cost effective and meets your customer needs
• How to provide stronger return package tracking and refund transparency to reduce shoppers concern during the return process?
• How to build a returns strategy that is both cost effective and meets customers needs
• How to make our return policy not too restrictive in order to enhance our customers return experience
• How to make sure that we get the first return experience right

Achieving Customer Centricity

12:05 pm - 12:25 pm KEYNOTE – Boosting customer loyalty through instant refunds: How to make the payment process easy for your customers to guarantee a secure hassle free transaction experience

Luke Flomo, Head of Ecommerce at Trustly

Luke Flomo

Head of Ecommerce

12:25 pm - 1:05 pm OMNICHANNEL PANEL DISCUSSION: How are retailers transforming tomorrow’s shopper experience to better engage consumers in the physical and digital world?

• How to leverage stores  to trigger customer curiosity, generate marketing momentum, and boost overall sales
• How to use your stores as “experience centres” to increase engagement with millennials and social influencers online and offline
• How  stores  provide a new way of meeting customers face-to-face, creating at the same time communities and social meeting points, delivering authenticity and relevancy that generates a stronger customer bond with your brand
• How pstores can help brands to deliver customised services, making it easy and eventful to find specific products, simplifying purchasing methods and stretching the experience beyond the store to keep conversations going across channels

Bettina Thorkelin, Regional Director Nordics, Omni Channel Solutions at Valitor

Bettina Thorkelin

Regional Director Nordics, Omni Channel Solutions

David Hejgaard, Regional Lead Nordics at Zalando

David Hejgaard

Regional Lead Nordics

Geir Hoff

Director of New Markets and Expansion
Clas Ohlson

Kim Lodberg Møller, International Retail Director at Bolia

Kim Lodberg Møller

International Retail Director

1:05 pm - 1:25 pm KEYNOTE- CHIEF EXECUTIVE OFFICER: Celebrating 65 years in the market, from catalogues to eCommerce: How Cellbes has dared to change and transform to become one of Sweden's largest fashion retailers

• How to go beyond omni-channel and think in terms of a single platform where everything lives together
• How to build a mature unified eCommerce model  that optimises your digital channels to stay ahead of the competition
• Leveraging consumer insights from big data to craft customised experiences
• How to better capture, analyse and apply consumer data to transform your business into a customer-centric company
• How to better track customer data footprints across your digital touch points to gain a better understanding of customer behaviour 

Charlotte Nordén, CEO at Cellbes

Charlotte Nordén


1:25 pm - 2:25 pm Networking Lunch

After lunch, delegates will tailor their on-site experience to their most pressing needs, with the option to attend case studies, small interactive working groups, and pre-arranged 1-2-1 meetings with leading solution providers.

1:25 pm - 2:25 pm Valitor VIP lunch: Can a new form of omnichannel “high street” rise again for the next generation? (Invitation only)

1:25 pm - 2:25 pm VIP lunch (Invitation only): What will ecommerce look like in 2025

Duncan Keene, VP Northern Europe and Middle East at ContentSquare

Duncan Keene

VP Northern Europe and Middle East

Group 7

eCOMMERCE STREAM Increasing Order Sizes & Revenue

2:25 pm - 2:45 pm CASE STUDY: How to leverage personalisation to drive greater traffic, deliver a more engaging customer experience and reduce abandoned cart rates
• Explore the endless opportunities within the customer journey: How to identify new touchpoints to find the right channels to tailor content and take your customer experience to the next level
• How to focus on the individual to win the crowd, not just exploiting similarities but embracing differences too
• How ML can help to identify patterns that will help to identify opportunities for automated personalisation

Kåre Andrè Jevanord, Head of Digital at POWER International AS

Kåre Andrè Jevanord

Head of Digital
POWER International AS

eCOMMERCE STREAM Increasing Order Sizes & Revenue

2:45 pm - 3:05 pm CASE STUDY: How to create meaningful site experiences that effectively engage your customers and drive sales
Simon Willer, Head of eCommerce at Elgiganten

Simon Willer

Head of eCommerce

  • Moving from acquisition CRM strategies to customer behaviour CRM strategies: How to use connected data to increase your customer visibility and create more
  • How to keep the funnel fed without forgetting to understand what is driving the highest value not just the highest volume accurate buying behaviour models
  • How to build a strong team to leverage complex technical setups 

UX STREAM New CRM Innovations To Boost Sales & Loyalty

2:25 pm - 2:45 pm CASE STUDY: How to develop a cross-channel platform that leverages your customer data and enables you to send the right message to the right person at the right time
• Bring the gap between acquisition and retention: How to pull acquisition data to influence growth and retention
• How to keep the funnel fed,  without forgetting to understand what is driving the highest value not just the highest volume
• Moving from acquisition CRM strategies to customer behaviour CRM strategies: How to use connected data to increase your customer visibility and create more accurate buying behaviour models

Thomas Geitzenauer, Head of Global CRM Interaction at Swarovski

Thomas Geitzenauer

Head of Global CRM Interaction

UX STREAM New CRM Innovations To Boost Sales & Loyalty

2:45 pm - 3:05 pm CASE STUDY: How Boozt is using AI to build a recommendation engine to increase shopper conversion rates, and average order size and drive greater customer loyalty
• How to take cross-selling and up-selling with advance recommendations to the next level
• How can AI empower your online business to be more accurate and offer more relevant product recommendations to your online shoppers
• How to take advantage of cross selling to enhance the customer experience when buying in your web shop
• How to recommend products that will really benefit your customers

Alec Havéus, CRM Proyect Manager at Boozt Fashion AB

Alec Havéus

CRM Proyect Manager
Boozt Fashion AB

INTERACTIVE STREAM Instagram Boardroom

2:25 pm - 3:05 pm BOARDROOM: Influencers your new PR endavour! : Learn how PlayStation in the Nordics is approaching their influencer marketing strategy, from selection to retaining and measuring the impact to make every next campaign even more effective and impactful
Peter Steen Litrup, Marketing Director at PlayStation

Peter Steen Litrup

Marketing Director

INTERACTIVE STREAM Instagram Boardroom

3:05 pm - 3:45 pm Loyalty Boardroom: Keeping your customers coming back for more: How to go beyond a traditional reward system to enhance loyalty
Charlotte Haue, Head of Digital Business Development and Marketing Transformation at Circle K Europe

Charlotte Haue

Head of Digital Business Development and Marketing Transformation
Circle K Europe


2:25 pm - 3:15 pm WORKSHOP: What new A/B testing approaches can you adopt to dramatically improve your success rate?


2:25 pm - 4:15 pm WORKSHOP (Dach)

DATA STREAM Turning Customer Insights Into Marketing Action

3:05 pm - 3:15 pm INNOVATION SPOTLIGHT: Make safe business decisions with access to quality assured data and ensure data quality in your systems and processes

DATA STREAM Turning Customer Insights Into Marketing Action

3:15 pm - 3:35 pm CASE STUDY: Purpose driven branding and optimizations of this into digital consumer journeys: How Gant implemented a digital framework to make the transition from a traditional to a modern brand that better connects with digital consumers
• How to keep your culture on pace with the rapid change in digital innovations
• How to develop a clear framework for  digital transformation and examine the impact the change will have across the entire business
• How to ensure that your efforts will be successful and still relevant in 5 years time

Eleonore Sall, Global Marketing Director at Gant

Eleonore Sall

Global Marketing Director

DATA STREAM Turning Customer Insights Into Marketing Action

3:55 pm - 4:15 pm CASE STUDY: How can you successfully coexist with AI and how should you restructure your function to respond to this trend? (Nexmo, Inc)

UX STREAM Attracting, Engaging & Retaining Customers

3:05 pm - 3:25 pm CASE STUDY: Progressing personalisation: How European retailers increase incremental return from personalization
Learn about the next phase of personalisation – scale, full lifecycle messaging, and closing the marketing proof gap.
Elliott Clayton, Senior Vice President Media at Conversant

Elliott Clayton

Senior Vice President Media

UX STREAM Attracting, Engaging & Retaining Customers

3:25 pm - 3:45 pm CASE STUDY: How to leverage AI and and ML to better focus on smarter travel experiences that add value to members’ engagements
• How to build customer confidence to gain your customer’s generosity in personal data to create hyper-individual customer experiences
• How to use hyper-individualisation to build and create sustainable relationships with the customers
• How to ensure your CRM implementation is GDPR compliant
• How technologies such as  predictive analytics, AI, and ML can contribute to the shift to hyper-relevance and help you to achieve new levels of insight

Ruusa Koskelainen, Head of Digital Marketing & CRM at Finnair

Ruusa Koskelainen

Head of Digital Marketing & CRM

4:15 pm - 4:45 pm Afternoon Networking Break

DIGITAL STREAM Find The Next Big Start Up

4:45 pm - 5:00 pm INNOVATION SPOTLIGHT INTERVIEW: Fighting foodwaste together! The food industry in on the rise, with many more startups joining the ecosystem. What makes Too Good To Go stand out of the crowd?
Mikkel Fog Holm-Nielsen, Head of Country at togoodtogo

Mikkel Fog Holm-Nielsen

Head of Country

DIGITAL STREAM Find The Next Big Start Up

5:00 pm - 5:40 pm DRAGONS’ DEN: Of the many new technologies now entering the digital space, which are the best ones to invest in to achieve a seamless retail experience that exceeds customer expectations?
Peter Boris Kreilgaard, Head of Marketing at Coop

Peter Boris Kreilgaard

Head of Marketing

Jan Thisted Ettrup-Mikkelsen, CMO at

Jan Thisted Ettrup-Mikkelsen


Anja Hoppe, Head of Nordic SPT/E-Commerce at Mars

Anja Hoppe

Head of Nordic SPT/E-Commerce


4:15 pm - 5:15 pm WORKSHOP: How bolt on voice technology to your CRM system to boost productivity and enhance your customer experience
·         How voice CRM will open up new possibilities to work smarter and connect with customers in engaging new ways
·         How smart CRM has the potential to help you to make smarter and more impactful decisions across departments
·         How using voice can you obtain valuable data and insights and remove the friction of repetitive administrative tasks like data entry


4:15 pm - 5:15 pm From personalisation to payment solutions, relax in the eTail lounge away from the crowd, and engage with the solution providers sharing the latest innovations shaping the customer buying journey

5:40 pm - 7:00 pm Close of Day 1 followed by Networking Drinks Reception