8:00 Breakfast & Registration Breakfast & Registration

9:00 Chairperson Introduction A. Mobile 101 Paul Skeldon, Freelance Pod Caster, Video Caster, Journalist, Consultant, Writer, Editor, M-retailing.net at Internet Retailing Chairperson Introduction Paul Skeldon Freelance Pod Caster, Video Caster, Journalist, Consultant, Writer, Editor, M-retailing.net at Internet Retailing

9:15 Interactive Design Exercise A. Mobile 101 Turning A Website Into A Mobile Site – What Choices Would You Make?

10:00 Mobile Update & Outlook: Ensure You Leverage The Benefits Of Mobile A. Mobile 101 Are you struggling where to put your money in developing your mobile strategy? Is your reporting still relatively shaky? Is your mobile roadmap no longer than 5 months? You should not only be thinking of your app and m-site development, but also how you effectively use all the channels mobile offers. After all, voice is still number one – and remains the best closing tool. We discuss: Areas you should invest in for the best ROI Using all channels mobile has to offer (voice, SMS, in-app alerts, web) to effectively drive interaction with your customers What’s been achieved so far in mobile? Must-have features; where should you invest first and foremost? Optimizing your site considering multiple device options – how to prioritize and why? What’s possible and how?

10:30 Key Pointers On Alerting, Geo Location, Parametric Search & Platform Integration A. Mobile 101 Jody Goodall, Head of R&D, Trader Media Ltd Are you struggling where to put your money in developing your mobile strategy? Is your reporting still relatively shaky? Is your mobile roadmap no longer than 5 months? You should not only be thinking of your app and m-site development, but also how you effectively use all the channels mobile offers. After all, voice is still number one – and remains the best closing tool. We discuss: Jody’s role as head of R&D and Innovation at AutoTrader is to look 6-18 months out and identify what they can do in the future with all things digital. In terms of mobile, his team started on a WAP site in 2008, re-launched a .mobi site last year and created a number of apps with geo search capabilities – shoppers can scan the license plate of a vehicle to check and compare prices and details of similar cars at other area dealerships, real-time, despite 50,000 daily changing products. The company has about 9 million unique monthly visitors via mobile devices. Creating simple and relevant mobile offerings based on customer behaviour and site traffic patterns Integrating all your mobile efforts into your cross channel platform Deploying parametric search in mobile Creating fully integrated alerts and push notifications across your platform Geo location; pointers on using the most powerful new tool in your toolbox Jody Goodall Head of R&D, Trader Media Ltd

11:00 Mobile Marketing: Enabling A Constant Dialogue A. Mobile 101 Dan Craig, Product Director, Global Mobile Business, Hotels.com, Expedia Inc. Where are the customer service opportunities (e.g. immediate stock-out details, real-time delivery updates, customer innovation, crowd sourcing through mobile) Exploring new market opportunities by engaging a new audience group Best practices in engaging people and creating interactions with the user on a frequent basis Using your mobile content to its fullest and tying it back to your multiple channels Dan Craig Product Director, Global Mobile Business, Hotels.com, Expedia Inc.

11:30 From Mobile Marketing to Mobile Commerce: Turning engagement into retail A. Mobile 101 Paul Skeldon, Freelance Pod Caster, Video Caster, Journalist, Consultant, Writer, Editor, M-retailing.net at Internet Retailing Using mobile messaging to drive retail –on phone, online and in store Building and maintaining a one-to-one relationship with your customers through mobile What kind of messaging, frequency, service oriented or not To coupon or not to coupon: how to use special offers on mobile to drive commerce The browsing versus shopping debate: from price comparison to email push – what works and why Open audience Q&A based on previous sessions Paul Skeldon Freelance Pod Caster, Video Caster, Journalist, Consultant, Writer, Editor, M-retailing.net at Internet Retailing

12:00 Lunch Lunch

1:00 Creating A Successful M-Commerce Site A. Mobile 101 Sienne Veit, Business Development Manager – New Technologies, M&S Direct, Marks & Spencer Afternoon Objective: Learn how to create a user friendly m-commerce site, how to integrate mobile with your other channels, how to measure your results and what mistakes to avoid Making your website mobile friendly is key in driving the user experience on mobile. We discuss the minimal elements you need to optimise on your website for a mobile device to fully leverage the potential benefits: Building features and functionality that deserve real estate on a mobile device Assessing the SEO implications of your site options Ensuring full integration with your existing platform Balancing your brand image with the ease and simplicity of search, navigation and conversion on your m-site ‘Stealing’ from the current leading strategies for mobile navigation Sienne Veit Business Development Manager – New Technologies, M&S Direct, Marks & Spencer

1:30 Turning Mobile Commerce Into A Social Experience A. Mobile 101 Nick Lansley, Head of R&D, Tesco.com How are you marrying web mobility with in-store shopping experiences and community building activities Bringing social elements into the mobile context to successfully drive sales Getting your customer to open your app or m-site frequently and actively participate by creating a stream of relevant content Best practices in creating a user friendly m-commerce site; with a special focus on the payment process Worst m-commerce user experience practices; Learn what mistakes to avoid Nick Lansley Head of R&D, Tesco.com

2:00 Sponsored Session A. Mobile 101 Sponsored Session

2:30 Mobile Testing, Analytics & Multi-Channel Integration A. Mobile 101 Simon Harrow, Technology Officer, Kiddicare Learning about analytics and AV testing for mobile to create a seamless customer experience Testing your mobile apps and site for usability Integrating mobile data with your existing platform to help drive multi-channel opportunities Measure results of your mobile strategies Simon Harrow Technology Officer, Kiddicare Simon Harrow is the Technology Officer at Kiddicare.com. He is responsible for driving business growth and efficiency through the implementation of technology innovations. This includes the development of the ecommerce and mobile platforms and the brand marketing activity. Simon has five years experience in ecommerce development which is supported by two years advertising experience for national B [read more]

3:00 Taking a long-term approach to developing an effective mobile strategy A. Mobile 101 what should you plan for over the next 5 years (including a prognosis of the changing mobile charging models)? Open audience Q&A based on previous sessions

3:30 'The Doctor Is In’ – Interactive Mobile Review Session A. Mobile 101 In this hands-on session, you have a chance to submit your mobile site (or app) for review by Paul, today’s speakers and your fellow audience members. Participants will assess the potential site issues before Paul & Co unfold the quick wins and tips to improve your site’s visibility and conversion rates. Email carina.kuhl@wbresearch.com to submit your site or app for review.

9:00 International Expansion, Payments & Growth Strategies Roundtables B. International Expansion, Payments & Growth Strategies Roundtables – An Interactive, In-Depth Exploration Perhaps it’s our US roots, but international expansion has been a recurring theme since eTail’s inception in London. This year we take a roundtable and workshop approach for you to take a closer look in an interactive environment. Sessions are open to retailer executives only to create an open environment for idea and insight exchange. 9:00 am Introduction & Business Card Swap 9:30 am Roundtable 1 10:15 am Roundtable 2 11:00 am Payments Workshop, part I 12:00pm Lunch 1:00pm Payments Workshop, part II 2:00pm Roundtable 3 2:45pm Roundtable 4 3:30pm Take Away Assessment 4:00pm Close ROUNDTABLE OUTLINES: A. Entry Strategy • Boots.com, Alliance Boots – Russell Harte, Head of Business Development What is your entry strategy? Tools that help you ‘scout’ a new market effectively Are you outsourcing a number of functions? Are you operating from local hubs or a central one? What is scalable and cost effective?F B. Fulfillment, Traffic Control & Service Delivery • Aldo Group – Eric Wagstaff, Director of Store Operations How are you managing logistics and shipping in consideration of the large expense to your business? How are you managing a local supplier network, as this may be country and culturally specific? How are you managing the international delivery information, charges and timescales? How do you manage overseas traffic control and service delivery effectively? What issues are you likely to come across? C. Marketing, Site Translation & Architecture • Zazzle – Michael Karns, Director of International How are you expanding your marketing footprint in other countries? What should you consider in delivering continuity & consistency across markets (e.g. reward card schemes, gift vouchers, on-site, mobile and in-store)? In terms of site architecture, how much do you localise for regional relevance versus share across countries for international consistency? What technology are you using to translate your website? Which languages are you translating to, and what is your strategy around the overall site translation? Which areas of your site? Are you translating page by page, only terms and conditions, checkout and homepage? D. USA How to market and drive sales in the US? Start thinking about using tools like facebook to get a foothold in the market What barriers to be conscientious of such as risks and legalities? E. Asia • Vonage – Vincent Potier, MD, UK & Canada Getting a foothold and selling into Asia is key for retailers seeking substantial growth within the next few years. The powerful rise in Internet and mobile penetration as well as consumerism and wealth makes Asian markets a save bet in theory. In practice, who of you has any idea about the intricacies of Asian markets? If adjusting your back and front office operations were challenging to serve, say, the German market; how will you tackle Vietnam? Thankfully, Vincent Potier has lived and worked throughout East Asia for 7 years. He’ll be hosting your discussion today. F. International Payments • ChatandVision (Skype) - Alan Lim, MD Ways to overcome customer fears of overseas payments Challenges in managing a multitude of currencies and payment options What merchant service and maintenance fees for foreign currency to take into account How to overcome overseas banks flagging your transactions as fraudulent – making for a horrible customer experience and potentially lost sale Payments Workshop Payment Landscape Developments: Unraveling The Complexities Objective: What you need to know to walk the tight rope in managing the complexities of international card scheme charging methods effectively The biggest change in the payment landscape over the last year has been the increasing awareness of retailers as to the true total value costs of international payments. Payment structures are a major piece of the puzzle in branching out internationally. Each country has its own payment instruments, regulations, clearing systems and legislation. For retailers to maximize their sales worldwide, it is necessary to accept the most popular local payment method in each country. International and local credit and debit cards, gift cards, direct debits, real-time bank transfers, bank transfers, cash and bill payments, cash on delivery, eWallets, prepaid methods, cheques… How many of these are you offering to cater to your growing number of your international customers? How are you keeping track of all the legal and business implications? What innovations are around the corner you need to be aware of now? Take Away Assessment All participants are invited to digitally communicate their key findings and take away points throughout the day. During this group assessment, we put these findings on the projector screen for a closing debate and summary. Results will be shared through the eTail download centre post event.