Welcome Address

Chairperson’s Opening Remarks

How Zappos Grew So Big So Fast: Top 10 Lessons Learned In e-Commerce

	Tony Hsieh CEO Zappos (USA)
	Alfred Lin COO Zappos (USA)

Over the past 8 years, Zappos.com became USA's leading online shoe retailer growing revenues from $1.6 million in '00 to $800 million in '07. They expect to top $1 billion in '08. Zappos focuses their efforts on fostering customer loyalty through free shipping and return shipping on all orders, 24/7 customer service, a 365 day return policy and many other programs. Still, over the past 8 years Zappos has made its fair share of mistakes. Tony and Alfred reveal their lessons learned and the secrets behind such phenomenal growth.

Overcoming Cultural Barriers In Multi-National Retailing

Jana Eggers CEO Spreadshirt (GER/USA)

The British are notoriously hesitant to embrace a foreign brand that is moving into the UK market, but admittedly consumers worldwide have a ‘wait and see’ attitude towards retailers moving into their market. We invited Jana Eggers, CEO of Spreadshirt – a company who successfully trades across cultural barriers - to discuss the ‘invisible’ challenges of global retailing.

• Building an effective global e-commerce organisation responsive to meet the needs of your customers around the world
• Testing alternative merchandising and brand marketing approaches and translating your brand to appeal to specific international audiences
• Integrating your website data with customer information from all other channels globally
• Maintaining and managing your comprehensive customer data warehouse over time
• Attaining an internal mix of domestic and international staff while providing the overseas operations as much autonomy as possible
• Exhibiting patience to ensure that your rollout is a success

Making The Most Of The Long Tail In Today’s Web 2.0 Landscape

Francesca Ecsery General Manager UK Cheapflights Ltd. (UK)

The principle of the long tail is to operate on lower margins than with a high street chain, so you can introduce a greater selection of products. If you have the best selection, category by category, customers will turn to you for the products they can’t find anywhere but online. David will introduce you to long tail thinking in today’s web 2.0-driven e-retail environment.

• Are you set to handle your company’s future product expansion?
• Ensuring your search function doesn’t lack ‘imagination’; don’t miss out on long tail selling opportunities
• Capitalising the demand for less popular products and increasing your sales by optimising for niche searches

Retailer Card Swap

Extend your professional network at the Retailer Card Swap; your industry contacts might come in very handy if you need to bounce an idea around sometime in the future!

Coffee, Refreshments & Networking Inside the Solution Zone

TRACK A – ADVANCED MERCHANDISING

Panel Creating Customer Promotions That Go Beyond Free Shipping And Discounts To Drive A Lifetime Of Loyalty

	Vincent Potier Managing Director Vonage (UK)
	Philip Rooke MD SkinStore Europe (UK)

Customer centricity is also key to driving long-term loyalty efforts. If you can move beyond mass marketing promotions to sophisticated, targeted promotional messages to your individual customers you have reached the holy loyalty grail. We discuss key success factors in improving the retention of your valued customers and the concepts underlying successful loyalty programmes.

• Moving beyond mass promotions to tailored offerings that matter to your individual customer
• Connecting your loyalty strategy to your customer lifetime value propositions
• Driving higher conversions through innovative offers and marketing approaches
• Discussing which loyalty methods do or don’t work for the panellists

Increasing Conversions through Merchandising and LinkShare Affiliate Marketing Best Practices

Liane Dietrich Managing Director Linkshare

Invitation-Only Executive Workshop, Including Lunch

Usability Testing: Obtaining Feedback To Power Your Website Redesign Efforts

David Walmsley Head of Web Selling John Lewis Direct (UK)

This informative session features and in-depth discussion of multiple ways to solicit customer feedback on the usability of your site pre, during and post launch to improve user interface. You learn how and why you would implement this type of testing through case study examples.

• Implementing an extensive A/B and multivariate testing model
• Creating effective usability surveys and deploying ‘voice of the customer’ usability sessions
• Maximising promotions and merchandising to drive the bottom line based on your usability testing efforts

Panel The Top 5 Do’s And Don’ts Of Affiliate Marketing

	David Walmsley Head of Web Selling John Lewis Direct (UK)
	Zak Edwards Founder Prezzybox (UK)
	Erick Barnes VP of Marketing, Motorcycle USA Motorcycle Superstore

We reveal the secrets to getting the most out of your affiliate marketing program by discussing the most effective affiliate management tools and means as well as the pitfalls to avoid including:

• Establishing the importance of your affiliate program within your company by consistently assessing and communicating the value and opportunities for growth
• Ensuring that deals are structured to benefit all parties yet retaining sufficient leverage to exit failing relationships
• Effectively and consistently measuring and monitoring your partnerships by setting key milestones for success
• Moving beyond the numbers to define success in your affiliate marketing program
• Leveraging the strengths of your partners: using their strengths to your advantage

Positioning Yourself For Excellent Up- And Crossselling Opportunities To Increase Your Basket Size And Margins

Philip Rooke MD SkinStore Europe (UK)

In a climate of rapid product range expansion across categories, long tail optimisation and customer-centricity, the effectiveness and user-friendliness of your website is crucial to drive up-, cross- and niche selling opportunities.

• Creating relevant web content and product assortments to stimulate up & cross selling
• Coordinating your back-end activities with your front end marketing initiatives to attract and retain your customers
• Making the sale you want by applying useful merchandising rules and tools and growing your margins on every order

Chairperson’s Remarks

Phillip Fougere Director of Marketing ChoiceStream

Creating An Individual Shopping Experience For Each Customer Through Advanced Personalisation

Markus Schilling Teamleader e-CRM Systems Neckermann (GER)

Neckermann.de is the third largest mail order company in Germany with an approx. 1.1 Billion Euro net annual turnover, 140.000 products online and 15 Million unique monthly visitors. The company launched their e-commerce shopping site in 1995 and is considered a pioneer in the German market. At present 50% of sales stem from ecommerce, with the ambitious objective to make that 70% by 2010. To do so, neckermann embarked on an extensive personalisation and segmentation project with the objective to reflect each customer’s personal preferences throughout the entire website and all electronic customer communications and promotional offerings. Markus is here to share his experiences in creating an integrated business intelligence system and applying behavioural data to realise true individual shopping experiences.

Reaching Buyers Wherever They Shop Online – New Retail Opportunities in Comparison Shopping & Marketplaces

James Scott Managing Director ChannelAdvisor UK Ltd.

As shoppers become more sophisticated in the way they research and purchase online, it has never been more important for retailers to get their products in-front of buyers wherever they choose to shop. Whether on Marketplaces like eBay and Amazon or Comparison Shopping Engines like Shopping.com, Kelkoo and Google Shopping, buyers expect a consistent brand experience with up-to-date and accurate product information, pricing and stock levels.

ChannelAdvisor UK’s Managing Director, James Scott, will be sharing some real-life case studies from top retailers such as Schuh, Charles Tyrwhitt and Orvis. In his session he will discussing the best practices employed by these retailers as they access new buyer pools on Comparison Shopping Engines and Marketplaces. He will also look at the importance of tracking ROI on each channel on a product-by-product basis as well as considering the influence of these channels on SEM results.

Lunch Break For All Attendees Inside The Solution Zone

Finding The Right Balance Of Low-Cost And Advanced Personalisation Strategies

Michael Christianen Knowledge & Intelligence Manager Bol.com (NLD)

Many retailers work with a low budget for site personalisation. Others simply don’t have the data to back up advanced personalisation. Our speaker from Bol.com, the Dutch market leader in online sales of books, CDs, DVDs, games and electronics, first launched website personalisation features based on customer profiles in ’99. Many years and many bumps in the road later, he has found the perfect balance between detailed and low-cost personalisation strategies to make the most of each customer interaction based on transactional, click-stream, customer service and newsletter/campaign data.

• Gathering anonymous personalisation data and making the most of it
• Building customer profiles based on click-stream data
• Providing specific offers based on a probability model
• Finding the right balance between advanced and basic personalisation methods

Panel Best-In-Class Online Segmentation, Personalisation And Differentiation Techniques

	Markus Schilling Teamleader e-CRM Systems Neckermann (GER)
	Michael Christianen Knowledge & Intelligence Manager Bol.com (NLD)

Leading brands are using segmentation, personalisation, and differentiation methods to help drive competitive advantage online. This session will arm marketers with practical know-how to answer critical questions, including:

• With customer centricity driving the industry, what can you do to truly drive personalised customer experiences?
• Which content can your company provide that speaks to your customer's individual needs?
• Which techniques can you apply to up- and cross-sell your customers?
• What innovations can you implement in database marketing and across your marketing channels to distinguish yourself in today’s competitive e-commerce landscape?

Hands-On Customer Relationship Marketing To Drive Product And Service Improvements At Avis

Xavier Vallee Head of marketing Avis (UK)

To support the ‘We Try Harder’ campaign that’s been running since 1963, Avis created a vision of true relationship marketing in which customer service, customer centricity and marketing come together. Since 2005 Avis has pioneered the use of customer generated content and started monitoring the activity to drive product and service improvements. In this hands-on session Xavier shares how the voice of the customer keeps him on his toes and how he drives true customer relationships through social media communications.

Conclusion Of eTail Europe