eTail Nordic 2018

02 - 03 October, 2018

Radisson Blu Scandinavia Hotel, Copenhagen

442073689894

Day 1: 2 October 2018

7:30 am - 8:25 am COFFEE AND REGISTRATION

8:25 am - 8:30 am Welcome Comments

8:30 am - 9:00 am Chair’s Opening Remarks

Industry Shapers Uncovered - Part 1

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 CREATOR: Creativity should be at the heart of eCommerce: How to inspire your customers increase sales, and generate social media buzz!

Johan Bello - Chief Creative Officer 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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Johan Bello

Chief Creative Officer
ACNE

9:40 am - 10:00 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 - Head of Digital Marketing & Innovation 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

Head of Digital Marketing & Innovation
Apoteket

10:00 am - 10:20 am KEYNOTE – THE FORWARD THINKER Seamless Marketing: How to design your digital and offline media strategies to increase the power of your message and secure traffic and revenue to your store

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

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

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 - 11:40 am 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

11:40 am - 12:00 pm CASE STUDY: How to use your stores as “experience centres” to increase engagement with millennials and social influencers online and offline
Gina Azaric - Chief Marketing Officer KICKS
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Gina Azaric

Chief Marketing Officer
KICKS

Synergy Workshops

11:00 am - 11:50 am WORKSHOP: Performance Marketing Analytics – Define your online KPIs and challenge external parties to meet them
TBC Sales Force

Synergy Workshops

11:50 am - 12:50 pm THE DIGITAL TRANSFORMATION WORKSHOP: What got you here won't get you there - Digital Transformation in an omnichannel context

12:00 pm - 12:20 pm CASE STUDY Revolutionizing eCommerce online payments: What drives the growth of online banking payments in Europe?

Luke Flomo - Head of Ecommerce Trustly
·         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

Beating Amazon in the Nordics

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, Consulting LiveArea Peter Hvidberg - Head of eCommerce Intersport Group Nicklas Storåkers - CEO PriceRunner
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, Consulting
LiveArea

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Peter Hvidberg

Head of eCommerce
Intersport Group

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Nicklas Storåkers

CEO
PriceRunner

1:00 pm - 2:00 pm LUNCH

Chaired by Michael Rouse, CCO International, Klarna

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 - 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

Marketing Manager
Fitness World

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

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

TRACK D Synergy Workshops

2:00 pm - 3:00 pm EXPERIENCE PAYMENT WORKSHOP: How to implement and take advantage of a single connection with full transparency that will allow customers to pay no matter where and how they want to pay

TRACK A Optimising the Mobile Experience

3:00 pm - 3:20 pm CASE STUDY How to use app gamification to deliver strong and strategic 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
·         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?

TRACK B Creativity: The Art of Storytelling

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

Senior Business Development Vice President
Metsä Wood

TRACK B Creativity: The Art of Storytelling

3:20 pm - 3:40 pm CASE STUDY The art of story telling: How to leverage data, innovation and technology to make your creative campaigns even more meaningful and relevant to your customers
Michel Lindahl - eCommerce Team Leader Martin & Servera
·         How to use data to help in the development of the creative idea
·         Data driven innovation to create better storytelling
·         What are the new opportunities for innovative content in the industry?
·         With more data comes more optimization: are we ready?

Michel Lindahl

eCommerce Team Leader
Martin & Servera

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

TRACK D Synergy Workshops

3:00 pm - 3:40 pm THE CLOUD MARKETING BOARDROOM: - hosted by Selligent -

3:40 pm - 4:10 pm COFFEE & NETWORK BREAK

TRACK A

4:10 pm - 4:30 pm CASE STUDY How to optimise and unify your eCommerce platform to deliver personalised experience across multiple channels and countries
·         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
Peter Hvidberg - Head of eCommerce Intersport Group
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Peter Hvidberg

Head of eCommerce
Intersport Group

TRACK A

4:30 pm - 5:10 pm CASE STUDY INTERACTIVE How to increase your conversion rate by as much as 150% in as little as 7 days
·         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

TRACK A

5:10 pm - 5:30 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

TRACK B

4:10 pm - 4:30 pm CASE STUDY Evolving your cross-channel marketing strategy: How to implement an attribution model that gives you unique insight into your customer
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

4:30 pm - 5:10 pm CASE STUDY INTERACTIVE: Conversion rate testing: What new approaches can you adopt to dramatically improve your success rate?

TRACK B

5:10 pm - 5:30 pm CASE STUDY How to develop a more accurate attribution model that optimises previously ignored channels contributing to conversion
·         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
Bo Damgaard - Managing Director OMD
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Bo Damgaard

Managing Director
OMD

TRACK C Interactive Boardrooms

4:10 pm - 5:10 pm THE MULTILINGUAL WORKSHOP Multilingual Content cost challenges: How to reduce multilingual content cost through AI
Speaker TBC, Transperfect

TRACK C Interactive Boardrooms

5:10 pm - 6:10 pm CUSTOMER TRACKING & SEGMENTATION BOARDROOM How to leverage data & user insights to track and segment your customers across channels
Tina Fristrup - Marketing Manager – Europe Norwegian Air
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Tina Fristrup

Marketing Manager – Europe
Norwegian Air

Workshops

4:10 pm - 5:10 pm THE CONVERSION WORKSHOP - hosted by Bazaarvoice- Authentic conversations in the age of anticipation: How to find and reach shoppers early in the journey

Workshops

5:10 pm - 6:10 pm WORKSHOP
•How to improve your search  advertising results
Jesper Jensen, Online Marketing Director, Boozt Fashion

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

•How to create engaging content using your internal and external partners to deliver inspirational stories
Flemming B. Jessen, Head of eCommerce, Unit 2

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

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

•How to work with customers journeys create remarkable digital customer experiences and get more loyal customers
Jenny Gejke,  Head of Digital Sales & Marketing, SJ

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

•How to use Instagram to engage with your audiences intelligently
Mette Willert, Content Producer, Visual Storyteller, Influencer, Former DBS
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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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Flemming Jessen

Head of eCommerce
Unit 2

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Brian Andersen

eCommerce Director
Matas

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Nathalie Brogaard Jensen

Head of eCommerce
Flying Tiger of Copenhagen

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Jenny Gejke

Head of Digital Sales & Marketing
SJ

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Mette Willert

Self-employed Content Producer, Visual Storyteller, Speaker & Influencer
Former DSB Danish Railways

•Joint 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

•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

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

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

•Believing in the physical touch:  What is the role of the travel store today and the importance it has for your customers
Cornelia Broqvist, Marketing & eCommerce Manager, Resia

•Overcoming the challenge of controlling and being consistent in your marketing communication across your channels
Anna Olofsson, Digital Marketing 

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

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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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Cornelia Broqvist

Marketing & eCommerce Manager
Resia Travel Group

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Anna Olofsson

Digital Marketing Manager
MediaMarkt

6:10 pm - 6:15 pm Chair’s Closing Remarks