4th e-commerce forum - blue business mediabbm.pl/files/konferencje/2015/ehandel/ehandel_eng.pdf ·...
TRANSCRIPT
Retail e-commerce strategy meeting
21-22 October 2015, WarsawCourtyard by Marriott Hotel
4th e-commerce
FORUM
E-handel is the future - regardless of whether close or the distant one - those retail chains that already invest in e-commerce and adjust to the more mobile customer - build their advantage on the „tomorrow’s market”.
E-stores are diamonds that still need to be polished, their quality has to be improvedand are in constant struggle for brilliant perfection. Market competition and business expectations make e-commerce jeweller business not the easiest.
Those are the professionals who create the future of e-commerce in Poland!
We are gathering e-commerce jewellers so that through the exchange of unique experience, presenting best practices and technological innovations (leading to e-commerce efficiency and competitiveness improvement) stimulate the development of e-commerce in Poland through
Development through improvement!
In this edition Professionals to the Professionals on:
Development strategies of the companies adopting bricks & clicks business model
Methods for activities optimisations and results measurability
Creating off & online channels synergy
Improving marketing and sales processes
Selecting the appropriate e-commerce platforms and data analytics tools
Court interpretation on customer’s complaints in the light of the new Consumer’s Rights
We increase the value of e-commerce in Poland!
Creating off & online channels synergy
Selecting the appropriate e-commerce platforms and data analytics tools
Court interpretation on customer’s complaints in the light of the new Consumer’s Rights
INSPIRERS
We increase the value of e-commerce in Poland!
Michał Nawrocki E-commerce of Sales Member of theManagement Board
TERG (ELECTRO.PLand MEDIAEXPERT.PL)
Michał GromE-commerce Director,Services CEO, E-com-merce Director
GRUPA EMPIKMEDIA & FASHION
Paweł WojciechowskiBusiness Director,SMG PM
STARCOM MEDIAVEST GROUP
Małgorzata Olszewskae-commerce & Customer Care Manager
KAZAR FOOTWEAR
Michał JaworskiDyrektor ds. e-commerce
RAINBOW TOURS
dr Jan ByrskiAdwokat, Partner
TRAPLE KONARSKI PODRECKII WSPÓLNICY – KANCELARIA PRAWNA
Marcin RatajczakVicepresident of the Managmement Board,Commercial Director
PIOTR I PAWEŁ
Łukasz ZawolskiE-sale Director
PIOTR I PAWEŁ
Patrycja MothonDigital & e-commerce Manager for Eastern Europe
YVES ROCHER
Zbigniew Iwańskie-commerce Manager
TCHIBO POLSKA
Dorota BachmanPresident of the Management Board
RAVELO
Jacek KineckiSales Director – e-Commerce
PRZELEWY24
Krzysztof WaligórskiPresident of the Management Boardof Sales Department
INTERMARCHÉ
Sebastian RamatowskiAssociate Director
SIX PAYMENTSERVICES
Mariusz Nowake-commerce Manager
TESCO
Paulina ŻamejćE-store Manager
DEICHMAN-OBUWIE
Joanna SobolewskaCustomer Relationship Manager
TCHIBO POLSKA
Grzegorz LipnickiVicepresident of the Managmenet Board
REDAN,TOP SECRET
dr Tomasz TargoszAdwokat, Partner
TRAPLE KONARSKI PODRECKI I WSPÓLNICY – KANCELARIA PRAWNA
Dorota BachmanPresident of the Management Board
RAVELO
Staszek Krzaklewskie-commerce expert
Roberto VanoniHead of International Coordination
TRADEDOUBLER
Tobias SeitzHead of SEO
WESTWING GROUP
Justyna SkorupskaPrzewodnicząca Rady Izby Gospodarki Elektronicznej, Lider Zespołu eCommerce
DELOITTE
Łucja WoźnicaIndustry Manager
GOOGLE POLSKA
Stanisław MagierskiSales Specialist,Enterprise Analytics
GOOGLE POLSKA
Łukasz AbgarowiczBusiness Development Director Poland
RTB HOUSE
Marek SodolskiWiceprezes Zarząduds. Sprzedażyi Marketingue-point SA
Kamila PaterCountry Manager Poland
CRITEO
Sławomir ŻurawskiDyrektor Zarządzający sprzedażą w segmencie klienta biznesowegoPion SprzedażyPOCZTA POLSKA S.A.
Jarosław SobczykKierownik Operacyjny
JYSK
Nick GladdingSenior BusinessAnalyst
IGD
GrzegorzGęsik-RudnickiKierownikds. e-commerce
COCA-COLAHELLENIC POLSKA
AGENDA Day one, 21 October 2015
09:00 Registration and morning coffee
09:30 Inauguration of the Forum and networking session
Katarzyna Klimkiewicz, Project Director, Blue Business Media Paweł Wojciechowski, Business Director, SMG PM,
Starcom MediaVest Group
E-STORE DEVELOPMENT PATHS AND CUSTOMER’S ROLEIN OFF&ONLINE CHANNEL SYNERGY
09:45 Where does e-store find its place among corporate structure and what is and what his role is going to be Grzegorz Lipnicki, Vicepresident of the Management Board,
Redan, Top Secret • rules of „coexistence” with other departments,
i.e. off & online channel synergy „from within”
10:15 Interactive Q&A session
10:25 Marketing in a world of mobile commerce Kamila Pater, Country Manager Poland, Criteo10:45 Interactive Q&A session
10:55 Networking session
11:15 Conditions for achieving and maintaining off & online synergy in a large retail company - CEO panel discussion Discussion led by:
Michał Nawrocki, E-commerce director, Member of the
Management Board, Terg (Media Expert) Panelists:
Marcin Ratajczak, Vicepresident of the Management Board,
Commerce Director, Piotr i Paweł Krzysztof Waligórski, President of the Management Board
of the Sales Department, Intermarché Dorota Bachman, President of the Management Board,
Ravelo11:45 Electronic payments in multichannel sales Sebastian Ramatowski, Associate Director, SIX Payment Services12:05 Interactive Q&A session
12:10 Towards off & online synergy Michał Grom, E-commerce director, Empik Media & Fashion • how to avoid cannibalization
• how one channel affects the other one
• conditions for achieving and maintaining synergy
12:40 Interactive Q&A session
12:50 Strategic role of data in e-store development Staszek Krzaklewski, E-commerce Expert, (Alma24.pl, Vistula, Greenpoint, Reporter Young, Drogerie Dayli) • what are the sources of information about Internet customers • how to properly analyse the obtained data • does this information affect the strategy of an e-shop and if yes, in what way - how to use it for company development13:20 Interactive Q&A session13:30 Lunch14:30 Maximising the multichannel opportunity Nick Gladding, Senior Business Analyst, IGD • driving growth through multichannel • meeting the needs of multichannel shoppers15:00 Interactive Q&A session15:10 Speech reserved for PayU15:30 Interactive Q&A session15:35 Coffee break15:55-16:55Table topics: discussions in smaller groups whose aim is to encourage
participants to take active part in the discussion leading to answers to
the most pressing questions. Each participant may individually select the
topic which interests him. The number of participants at the table is limited
- first-come-first-served rule applies.
1. Performance Marketing: Kamila Pater, Country Manager Poland, Criteo2. Universal analytics: Łucja Woźnica, Industry Manager; Stanisław Magierski, Sales Specialist, Enterprise Analytics, Google Polska • how to win offline customers in online - i.e. how to handle „cookies revolution” • follow your customers on multiple devices3. Usability of the page – checking what is working • ABC tests • what customer-oriented appearance really means in practice • activities optimisation4. Measurability and KPI needed! Justyna Skorupska, eCommerce Group Leader, Deloitte Consulting • what and when to measure in e-store operations • sales increase owing to the verification of pricing policy and sales process • optimise marketing expenses16:55 Cocktail: excellent opportunity to exchange opinions in informal atmosphere18:00 End of the 1st day of the Forum
AGENDADay one, 21 October 2015
Day two, 22 October 2015
12:05 Seamless cross channel Bartłomiej Tulejko, Logistics director CEE, Jysk • challenge for organisational structure of the company from retail sector: possible organisational and logistic solutions • synergy between offline and online12:35 Interactive Q&A session12:45 Flexibility as a key optimization Sławomir Żurawski, Sales Director, Division Business Clients, Poczta Polska Poland • why a partner, not a client • why flexibility is so important13:05 Interactive Q&A session13:10 Lunch13:55 How to handle the customer in omnichannel Małgorzata Olszewska, e-commerce & Customer Care Manager, Kazar Footwear • synergy of all touchpoints between the customer and the product • how to turn offline sellers in online ambassadors and how to make online a tool for offline sellers14:25 Interactive Q&A session14:35 Different methods for reaching customers Paulina Żamejć, E-store Manager, Deichmann-Obuwie • how to create seamless link between offline and online and meet customer’s expectations15:05 Interactive Q&A session15:15 Coffee break15:30 Complaints in line with the new Consumer’s Right in practice dr Tomasz Targosz, Lawyer, Partner, Traple Konarski Podrecki i Wspólnicy Kancelaria Prawna (Law Firm) • summary of 10 months since the new Consumer Act came into effect • fundamental changes and their function in practice16:00 Interactive Q&A session16:10 Personal data protection in the context of e-commerce activity dr Jan Byrski, Lawyer, Partner, Traple Konarski Podrecki i Wspólnicy Kancelaria Prawna (Law Firm) • GIODO decisions16:40 Interactive Q&A session16:50 End of the 4th eCommerce Forum
12:05 What is the difference between online and offline customer Mariusz Nowak, e-commerce Manager, Tesco • profile (sex, wealth level) • buying behaviour (shopping basket, frequency) • purchase motives: how to combine data on offline and online customer12:35 Interactive Q&A session12:45 Optimal using of different tools in order to maximize sales effects Łukasz Abgarowicz, Business Development Director Poland, RTB House • how to maximise the effects of personalised retargeting • how to optimally use several retargeting tools at one time13:05 Interactive Q&A session13:10 Lunch13:55 Using beacons in e-commerce Patrycja Mothon, Digital & e-commerce Manager for Eastern Europe, Yves Rocher • beacons: wonderful mean to link the online customer with the offline one • how to overcome customer’s resistance towards downloading beacon applications 14:25 Interactive Q&A session14:35 Content marketing as a support in online & offline sale channel and its affect on the conversion of both these channels We are waiting for confirmation • activities in social media - budget and results • bloggers, Instagram, Twitter – cooperation vs. benefits15:05 Interactive Q&A session15:15 Coffee break15:30 Means of sales improving owing to Marketing Automation Michał Jaworski, E-commerce director, Rainbow Tours • gathering leads • find a moment to start16:00 Interactive Q&A session16:10 Complete remarketing, i.e. Man cannot live by newsletter alone Joanna Sobolewska, Customer Relationship Manager; Zbigniew Iwański, e-commerce Manager, Tchibo Polska • how to find your customer online • how to plan communication successfully16:40 Interactive Q&A session16:50 End of 4th eCommerce Forum
IMPROVEMENT OF CUSTOMER SERVICE AND LOGISTICS PROCESSESS OPTIMIZATION OF MARKETING AND SALES PROCESSESS
09:00 Registration and morning coffee09:30 Welcome greetings to the guests and concluding the first day of the Forum Paweł Wojciechowski, Business Director, SMG PM, Starcom MediaVest Group
E-STORE DEVELOPMENT PATHS AND CUSTOMER’S ROLEIN OFF&ONLINE CHANNEL SYNERGY (continued)
09:40 Experience retailing - the role of entertainment, emotions and a true bond with your customer while developing the e-store relation Tobias Seitz, Head of SEO , Westwing Group10:10 Interactive Q&A session10:20 Data driven performance marketing - how to use and analyze data to make your digital marketing more effective Roberto Vanoni, Head of International Coordination, Tradedoubler10:40 Interactive Q&A session10:45 What is the difference between online and offline customer? - panel discussion of retail chains and manufacturers
Discussion led by: Paweł Wojciechowski, Business Director, SMG PM, Starcom MediaVest Group Panelists: Łukasz Zawolski, E-sales director, Piotr i Paweł Grzegorz Gęsik-Rudnicki, Kierownik ds. e-commerce, Coca-Cola Hellenic Polska Marek Sodolski, Vicepresident Sales and Marketing, e-point SA • sales mechanisms for online customer • online customer’s favourite sales promotions: whether they are identical with the offline ones11:15 Przekrocz barierę płatności! Nowoczesne rozwiązania łączące różne kanały sprzedaży Jacek Kinecki, Dyrektor Sprzedaży e-Commerce, Przelewy2411:35 Interactive Q&A session11:40 Coffee break and division of the room into parallel sessions
The only Forum on the market, solely focused on the development of electronic sales in retail chains which adopt „bricks & clicks” model
2015 Edition is organised under the idea of e-store development strategy as well as optimization and measurability of e-commerce activities
Forum comprises of several thematic areas within the parallel sessions held on the second day: logistics & customer service as well as marketing & sales
The meeting focuses on stimulating e-commerce development in Poland by providing best practices, inspiration as well an unique knowledge
Among inspirers are the representatives of leading e-stores and retail chains
WHY IS IT WORTH TO JOIN US
12
3
45
REGISTRATION OF PARTICIPATIONTo register as a participant or to learn about
registration terms, go to:
THE COST OF PARTICIPATION IN THE CONFERENCE FOR ONE PERSON IS:
2995 PLN (+23% VAT)
3495 PLN (+23% VAT)
3995 PLN (+23% VAT)
if registration was madeuntil 4 September 2015
if registration was madeas of 5 September– 2 October 2015
if registration was made after 2 October
2015
You can obtain more information about the Conference from:
You can obtain more information about the registration from:
www.e-handel.com/zgloszenie
Anna ChrobotB4B Communications Manageremail: [email protected]: +48 22 256 70 35
Katarzyna KlimkiewiczProject Directoremail: [email protected]: +48 12 350 54 32
Anna BanaśHead of Salesemail: [email protected]: +48 12 350 54 06
Katarzyna Klimkiewicz Anna Chrobot Anna Banaś
Registration until
4 September 2015
is cheaper!
You can obtain more information about the possibility of partner cooperation during the Forum from:
Blue Business Media Sp. z o.o., Kraków Branchul. Berka Joselewicza 21c, 31-031 Kraków
tel. + 48 12 35 05 400 fax. + 48 12 35 05 [email protected], www.bbm.pl
„Inside every lump of coal there’sa diamond waiting to get out”
Terry Pratchett, „Reaper Man”
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