Behind every great retail business is a dedicated team. When a company operates seamlessly from store to website and beyond to easily meet the need of the customer, the chances that that a lot of hard work has gone on at the back end to make it function so smoothly. Putting together a team that can achieve a perfectly-formed website while also delivering a consistent experience across the business is a key challenge both in ecommerce and multichannel businessesTrack two is dedicated to The Team – and what exactly goes on at the back end to offer that front-end customer service.
The track will start after the conference’s keynote speakers, so far confirmed as Mark Hodginson, digital and financial services director at Asda, and Gavin Sathianathan, head of commerce partnerships at Facebook, make their presentations from 9.30am.Track two of Internet Retailing 2011 gives a platform to some of the people behind successful sites from Lakeland to Majestic Wines and The Phone House Europe to explain how they’ve done it, and give valuable insights behind the scenes in their operations.
Richard Weaver, ecommerce director at Majestic Wine Warehouse follows him onto the stage, with a look at how the company’s more than 170 stores are using social media to engage with their customers. He’ll explain why and how this was put into place and what lessons the company has taken from the initiative.Following their presentations, the conference divides into three tracks. Track Two, The Team is chaired by Emma Robertson, director, Transform.
Lakeland marketing director Tony Preedy is the first speaker in this track, and will begin speaking at 11.20am. He’ll be looking at how ecommerce directors are now focusing on the brand and the consumer, and what practical differences that makes for a multichannel operation.
Dr Akif Khan, director, products and services at CyberSource will be taking to the stage following the afternoon break. He’ll discuss techniques for improving fraud detection in the light of the company’s 2011 UK Online Fraud Report.After lunch we’ll be hearing from Amy Bastow, head of multichannel at The Phone House Europe on how Best Buy Europe is using a common platform across The Phone House operations in seven countries.
Then Jan Mehmet, currently ecommerce director at Penhaligon’s and L’artisan Perfumer, and previously in the same role at Urban Outfitters Europe, will be looking at how global brands can localise themselves for different markets, making themselves relevant when shoppng may be done differently.
Next week, we’ll be taking a look at track three of Internet Retailing 2011. You can also find more information and register for a ticket, by clicking here.Other topics to be included in this track include a look at how a single view of stock can help engage customers, and how customer expectations can be reconciled with the cost of delivering goods to them.