eTail Nordic 2019

02 - 03 October, 2019

Radisson Blu Scandinavia Hotel, Copenhagen


Agenda Day 2 - Thursday 3 October 2019

8:00 am - 8:30 am Registration & Welcome Coffee

Getting Ahead Of The Game

8:30 am - 8:35 am Welcome Remarks

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

8:45 am - 9:05 am KEYNOTE BY NORDEA RESEARCH:Online share of Nordic retail headed from 10% to 30% by 2028

• New shopping patterns and customer expectations: What will the customers of the future look like and how should organizations prepare themselves for the future customer needs and preferences?

Johan Trocmé, Director, Research Insights Thematics at Nordea

Johan Trocmé

Director, Research Insights Thematics

9:05 am - 9:25 am INSPIRATONAL KEYNOTE – DATA PIONEERS: How to upgrade your digital infrastructure and make it more agile and scalable to best respond to new challenges and opportunities in the current complex eCommerce ecosystem

• How technologies such as  predictive analytics, artificial intelligence (AI), and machine learning can contribute to the shift to hyper-relevance and help companies to achieve new levels of insight
• How to leverage data, innovation and technology to make your creative campaigns even more meaningful and relevant to your customers
• How to leverage data from all sources and integrate it to your data source platform

Måns Serneke, CIO at Bygghemma Group

Måns Serneke

Bygghemma Group

9:25 am - 9:45 am FIRE SIDE CHAT WITH EBAY: How the role of marketing is growing, not shrinking, in the face of digital consumers and automation!

  • How marketing at eBay has evolved from customer acquisition to fueling the entire customer life-cycle
  • How to leverage insights while acquiring customers to personalize your product
  • How to collect instant customer feedback to decide which content and video to scale
  • How to apply your expertise in customer acquisition to become a profit centre
  • Where creativity plays a key role alongside automation – concrete examples from eBay 
Abhishek Roy, General Manager at eBay Denmark

Abhishek Roy

General Manager
eBay Denmark

9:45 am - 10:05 am KEYNOTE INTERVIEW: How AI marketing empower retailers to reinvent their campaign targeting strategy, deliver highly relevant messages and drive significant business impact?

François Laxalt, Senior Director Product Marketing at Tinyclues

François Laxalt

Senior Director Product Marketing

• How companies need to think globally and at the same time locally if they want to grow across markets
• The importance of evaluating the global appeal of your product, brand, cost and cultural readiness for global growth
• How to reduce your exposure to risk when exploring new regions
• Personalisation cross-border: How to manage different markets from a central location
• Geo blocking: The importance of price and service transparency across markets

Elliott Jacobs, Director, Agency and Commerce Consulting at LiveArea EMEA

Elliott Jacobs

Director, Agency and Commerce Consulting
LiveArea EMEA

Jacob Trampe Broch, Marketing Director and New Global Markets at Hurtigruten

Jacob Trampe Broch

Marketing Director and New Global Markets

Anders Munk, Director International & Core Outdoor at Internetstores

Anders Munk

Director International & Core Outdoor

Henrik D. Danielsson, Head of New Business at Clas Ohlson

Henrik D. Danielsson

Head of New Business
Clas Ohlson

Kristian Ek, Head of Marketing Nordics at Mister Spex

Kristian Ek

Head of Marketing Nordics
Mister Spex

10:25 am - 10:45 am KEYNOTE– CHIEF MARKETING OFFICER - How to use predictive analytics to take your customer segmentation to new heights that enable you to have tailored conversations with your target audience

• How to make the transition from cookie-based tracking to people-based marketing  
• How the industry is shifting from third party data to first party data to gain more accuracy and increase consumer trust
• How to build an successful measurement framework and KPIs that show the effectiveness of your personalised marketing strategies

Mikael Lenneryd, CMO at Apoteket

Mikael Lenneryd


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.

Group 4

UX STREAM Attracting, Engaging & Retaining Customers

11:25 am - 11:45 am CASE STUDY: Winning the direct-to-customer conversation: How to personalise your customer’s shopping experience to stand out from the crowd in a highly competitive environment
• How to create an effective 1:1 personalisation roadmap that helps you to engage with your customer directly
• How to think of your entire funnel as a personal conversation from early on to increase your responses
• How to track every action that your customer does along the sales funnel to help you to better understand how to personalise their experience next time 
• How to build different personalisation scenarios to know who we are talking to and what to personalise

UX STREAM Attracting, Engaging & Retaining Customers

11:45 am - 12:25 pm CASE STUDY: Getting ready for the marketplace model: How to prepare your business for entering the marketplace model
Ina Halvorsen Seim, Vice President Digital Sales & E-commerce at Orkla

Ina Halvorsen Seim

Vice President Digital Sales & E-commerce

DATA STREAM Turning Customer Insights Into Marketing Action

11:25 am - 11:45 am CASE STUDY: Knowing you customers inside out: How Gents is leveraging predictive analytics to segment and build more effective personalised messaging campaigns to increase its sales
• How to measure the effectiveness of your personalisation initiatives across all channels in order to gain a clearer picture of the impact of your bottom line
• How to avoid the pitfalls of misinterpreting data to ensure personalisation remains as effective as possible
• How to avoid the inadequacy of general assumptions based marketing that doesn’t take you any where!

Jenny Rydhström, Founder at Gents

Jenny Rydhström


DATA STREAM Turning Customer Insights Into Marketing Action

11:45 am - 12:25 pm CASE STUDY: Business in the fast lane: How data can help you respond to customer and market needs to navigate the future in order to monitor the speed of your business and drive customer satisfaction

Ed Mauser, Head of Technology Video Analytics at CGI

Ed Mauser

Head of Technology Video Analytics


11:25 am - 12:25 pm WORKSHOP: Reserved for sponsors

INTERACTIVE STREAM Web Optimisation Workshop

11:25 am - 12:25 pm WORKSHOP: Brands and Global Expansion – Actionable Insights to Succeed Internationally
Elliott Jacobs, Director, Agency and Commerce Consulting at LiveArea EMEA

Elliott Jacobs

Director, Agency and Commerce Consulting
LiveArea EMEA


11:25 am - 1:05 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. Reserved sponsors


12:25 pm - 1:05 pm OXFORD STYLE DEBATE– Agree or Disagree- When you sell through marketplaces your brand identity is not compromised
• How to choose the right marketplace for your business that aligns with the nature of your product
• How to use marketplaces to offer customers faster checkout, localised currency conversion and mobile purchasing through an established and trusted platform
• How to take advantage of working with a local partner that can guarantee a seamless shopping experience and maximise conversions
• How to tackle the challenge of controlling brand experience and image when selling through a partner

Jake Estes

Solutions Engineer

Lau Vesterdal, CDO at Hummel

Lau Vesterdal


Emil Bernt, Market Place Commercial Specialist at VELUX

Emil Bernt

Market Place Commercial Specialist


12:25 pm - 12:45 pm CASE STUDY: Learn how Albatros Travel- a award winning travel agency used digital tools and a customer centric approach to keep customers coming back
Thomas Stack, Head of Customer Experience at Albatros Travel

Thomas Stack

Head of Customer Experience
Albatros Travel


11:25 am - 12:25 pm CUSTOMER EXPERINCE BOARDROOM: Leveraging B2B customer experience as your key differentiator: How Ericsson’s Customer Experience Centers serve and deliver true promise of personalization in offline & online customer engagement
In the word of telecoms with very large deals we need a special relationship with the customers in a mix of touch points, both digital and physical. In this case we will investigate what matters the most and how you prepare your content, tools, organization and KPI:s in order to win business.
Cerar Yousif, Head of Customer Activation and Engagement at Ericsson

Cerar Yousif

Head of Customer Activation and Engagement

1:05 pm - 2:15 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


2:15 pm - 2:35 pm CASE STUDY: How to implement a subscription business model that strengthens customer loyalty and increases their lifetime value
Johanna Sarviharju, Chief Experience Officer at Reima

Johanna Sarviharju

Chief Experience Officer


2:35 pm - 2:55 pm CASE STUDY:How Coop Sweden is removing friction from the purchase and fulfilment stages to boost the customer experience and maximise profitability
·         How to design your last mile delivery model to achieve fast, convenient and cost-effective deliveries promised to your customers
·         Aligning customer expectations and fulfilment reality: How do we put the customer at the heart of everything we do while maintaining margins
·         Analysing the impact of different delivery options on conversion and sales: How to manage e-commerce fulfilment and deliveries to maximise profitability and growth?
·         How can click and collect be taken to the next level to enhance the omni-channel experience, increase sales and reduce transportation costs?
Claes Hessell, Head of Online at Coop Sweden

Claes Hessell

Head of Online
Coop Sweden

UX STREAM Attracting, Engaging & Retaining Customers

2:15 pm - 2:35 pm CASE STUDY: The Digital Strategy that has transformed Meliá Hotels International to reach Spain´s top 10 most influential IBEX 35 companies on social media
  • The impact of Social Media in today´s digital traveler
  • How Meliá has implemented a Social First Content strategy
  • The use of Digital Influencers and User Generated Content as key part of it´s brands ‘messaging
  • Use of Social Media Content in other digital platforms and the offline space
  • Humanizing the company through an internal Digital Ambassador program
  • The role of a Social CEO
  • The path to the creation of a Social Culture
Santiago Garcia Solimei, Global Director of Social Media at Meliá Hotels International

Santiago Garcia Solimei

Global Director of Social Media
Meliá Hotels International

UX STREAM Attracting, Engaging & Retaining Customers

2:35 pm - 2:55 pm CASE STUDY : 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 that engage with customers
Marco Roncaglio, Global Head of Digital, CRM & Omnichannel Brand Activation at Philips

Marco Roncaglio

Global Head of Digital, CRM & Omnichannel Brand Activation

INTERACTIVE STREAM Email Marketing Boardroom

1:55 pm - 2:55 pm BOARDROOM: How to use personalised email marketing to grow your eCommerce revenue and increase your customer lifetime value - reserved sponsors


1:55 pm - 2:55 pm BOARDROOM: How to build a strong customer data framework and leverage the latest tech to meet new GDPR requirements - reserved sponsors
1- AI and dynamic pricing are now moving into e- and retail – How to prepare your business: Henrik Salicath, CEO, Fiftytwo

2- Channels Conflict: How to balance wholes sales and B2C  from a brands perspective: Øyvind Haagensen, Director eCommerce & Retail, Active Brands

3- Believing in the personal touch: What is the role of human interaction in the travel industry today and how important is it to customers in the age of digitalization: Lisa Karlsson Bruzelius, CCO, Resia

4- Beyond the product:How to continue developing your offer that cuts through the noise in an attention deficient landscape and builds a community of loyal customers that engages with your brand in the online-offline worlds: Anna Ljungfjärd, Digital Director, Sephora

5- How social media is offering amazing opportunities to marketers not just to engage and build deeper relationships, with their clients, but also to sell directly to them: Nathalie Brogaard Jensen , Digital & eCommerce Director, GUBI; Adam Chaszczynski, Social Media Manager, Prat PR

6- How can we truly live out mobile first working with omnichannel:  Jenny Gejke, Head of Digital Channels, SJ; Ida Josefsson, Digital Innovation and Business Development Manager, SJ; Michella Raun Hesselberg, Head of Digital, DSB;  Arnoldo Cabrera, Digital Optimization Manager, Ikea

7- How to integrate your physical and digital CX to attract new customers and convince them to keep shopping with you: Kåre Berenthz-Nicolaisen, Head of Digital, Arla Food 
Henrik Salicath, CEO at Fiftytwo

Henrik Salicath


Øyvind Haagensen, Director eCommerce & Retail at Active Brands

Øyvind Haagensen

Director eCommerce & Retail
Active Brands

Lisa Karlsson Bruzelius, CCO at Resia

Lisa Karlsson Bruzelius


Anna Ljungfjärd

Digital Director

Nathalie Brogaard Jensen, Head of Digital & eCommerce at GUBI

Nathalie Brogaard Jensen

Head of Digital & eCommerce

Jenny Gejke, Head of Digital Channels at SJ

Jenny Gejke

Head of Digital Channels

Ida Josefsson, Head of Strategy and Innovation, Channel development at SJ

Ida Josefsson

Head of Strategy and Innovation, Channel development

Michella Raun Hesselberg, Head of Digital at DSB

Michella Raun Hesselberg

Head of Digital

Arnoldo Cabrera, Digital Optimization Manger at IKEA

Arnoldo Cabrera

Digital Optimization Manger

Kåre Berenthz-Nicolaisen, Head of Digital at Arla Foods

Kåre Berenthz-Nicolaisen

Head of Digital
Arla Foods

3:35 pm - 4:15 pm Afternoon 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.

Planning For Future Growth

4:15 pm - 4:35 pm TECH EVANGELIST KEYNOTE: Which new technology innovations are most likely to completely revolutionise the retail industry and drive the next wave of eCommerce growth?

• Pushing the boundaries: How to elevate the customer experience from using Virtual Reality in retail
• How technology is allowing retailers to mix digital engagement with the real world
• How out of the box thinking will drive the next wave of eCommerce growth

Davide Tararbra, Head of Retail for Northern Europe at Google

Davide Tararbra

Head of Retail for Northern Europe

4:35 pm - 4:55 pm GUEST SPEAKER– SOCIAL INFLUENCER: How to use social content to build a community of raving fans that truly engage with your brand

• How to develop and understand the purpose of each channel and best practices for formatting posts to match these purposes
• How to tailor content styles and formats for the device you expect it to appear on
• How to get your customers to create content that helps influence people to buy
• How to nail your influencer marketing strategy and design an influencer strategy that ties back to your brand promise
• How is the role of the influencer is evolving

Pernille Lotus, CEO, Influencer at WeAreCube

Pernille Lotus

CEO, Influencer

4:55 pm - 5:30 pm OXFORD STYLE DEBATE– Agree or Disagree- How the industry really needs to restore the way marketing is done in order to reduce customers fatigue toward retailer’s communication!

Alice Monberg, Business Development and Adviser at TilbagePåSporet A/S

Alice Monberg

Business Development and Adviser
TilbagePåSporet A/S

Martin Roulund Jakobsen, Head of eCommerce Nordics at Radisson Hotel Group

Martin Roulund Jakobsen

Head of eCommerce Nordics
Radisson Hotel Group

5:30 pm - 5:35 pm Chairperson’s Closing Remarks & End of Conference