Setting the context for European digital commerce as we enter the 2020's
The development of ecommerce in Europe has always been constrained by supply-side factors, rather than demand. That is about to change and the decade ahead promises a step-change in available digital platforms for brand owners to more directly reach and convert their target consumers. In this session, we track the evolution of European ecommerce over the past 10 years - and argue the time is right for a broader more helpful and more multi-discipline Digital Commerce Definition to be adopted.
The future of consumption: Looking at what the future holds for 2050
When it comes to the future consumer and their increasingly digitised lives, it is helpful to view them through the lens of Generations. In this mind-expanding session, we will be stepping back to see the big picture dynamics that will impact the key macro categories of consumption patterns over the next 10-30 years and the implications for us as Digital Commerce, Marketing and Sales professionals.
The 2025 digital retail landscape: Where will the growth come from?
How will you know if you’re investing in the right places? As existing retail continues to adapt, and new retail causes relentless disruptions, identifying efficient and profitable growth is becoming harder. During this session we’ll separate the feasible from the fanciful digital commerce opportunities, helping you unearth true growth drivers, and crucially, how to fully capitalise on them.
Morning keynote session
Hear from an industry leader on the frontlines of digital commerce transformation. Speaker TBC
Lunch (12:00 PM - 1:00 PM)
The 2025 digital brand manifesto: The joy of CX
The challenge for brand owners in the 2020's is understanding new post-digital paths to purchase, from awareness to conversion, while at the same time, understanding the equally digital, post-purchase path to passion, from product experience to advocacy to repeat purchase. In this essential session you’ll learn about the new consumer and shopper imperatives that marketers must embrace over the next 5-10 years in order to drive discovery and experience.
Reversing the funnel: Using purchase journey data to target your media strategy
In today's digital world, everything begins and ends in media. During this session hear best practice examples of successful campaigns that connect content to commerce. Learn how brand owners are supercharging their media strategies by leveraging purchase journey data to spot opportunities and problems at every state of the customer cycle and turn both into growth.
Creating consumer-journey-centered organizations
Sharing benchmarks from Kantar’s client work as well as our annual Ecomm Organization Survey in conjunction with Profitero, this session distils the key learning and design principles you need to advance your own Digital Commerce capabilities. It also reveals how leading brands are re-skilling and re-organizing their sales and marketing teams around the Consumer-Journey to great effect.
Sharpening your digital commerce vision: Criteria building blocks
Are you ready to win in the new integrated digital consumer and commercial spaces that will redefine your category between now & 2025? We'll wrap up the day by creating a clear checklist of what you'll need to do to continuously improve and take your digital commerce marketing and sales performance to the next level.
Welcome Reception (5:00-6:30 PM)
How to win in the European post-retail retail world
What will characterize modern retail in its seventh decade? The 2020s will be a turbulent period where retailers become more than retailers and successful organizations shift their focus to inputs over outcomes. Drawing from our US, European, and global outlooks, Kantar unveils the growth dynamics of the post-retail world through the lens of the four key drivers of change that will define the retail climate of the 2020s.
Are you really prepared for the surge of omnichannel grocery across Europe?
Grocery Retailers across Europe are well on their way to wholly committing to operating as omnichannel businesses over the next 2-3 years. However, most of their suppliers are not. In this important talk, discover why every digital touchpoint is a potential point of pre-order and what it means - across fulfilment, trade investment and commercial planning at the basket level - for grocery suppliers who will need to up their game to grow market share.
The new retail calendar: Activating shoppers against the physical and digital
As planning for promotions goes from single channel to omnichannel, we are seeing a shift from brand owners having to plan within channel "rules". In this talk Kantar outlines how smart brand owners are leveraging and creating their own cross-channel events - from Father's Day to Pride Week to the Olympics to epports and entertainment - into successful in-store execution, brand growth and commercial return.
Time for ecommerce to grow up? Vital lessons from net revenue management (NRM)
What does NRM have to do with ecommerce? Short Answer = everything! As ecommerce comes of age it needs to go from being treated as an exception to operating under the same rules as other "grown up" channels. In this session, we show how established NRM principles can constructively challenge our notions of what constitutes best practice ecommerce management.
Live benchmarking session: How fit is your organization to compete in digital commerce?
This session gives delegates a chance to see how their organizations measure up across a range of digital commerce management benchmarks. Using audience participation tools, we will see where your commercial "operating system" is performing ahead or behind a range of Kantar benchmarks for omnichannel process performance and digital commerce organizational capabilities.
Lunch (12:00 PM - 1:00 PM)
Afternoon Workstreams: Choose from 1. Bricks & Clicks 2. Pureplay or 3. Marketplace/DTC/Social Selling
After the success of last year’s pureplay and marketplace workstreams – where we held deep-dive breakout sessions discussing the unique challenges and key success factors for each platform – this year we are adding a 3rd workstream to cover omnichannel retail. We are also shifting the focus in our marketplace workstream to be on European direct to consumer best practice (including flagship stores and social selling).
Each 2.5 hour workstream will comprise 3 sessions unique to winning on that digital commerce platform. In each workstream we'll first cover channel execution, then deep dive into media/activation, and lastly a final session showcasing a best practice case study. Delegates are invited to attend one workstream, or to mix and match.
Build your digital commerce 2025 plan
In this closing session, we will review and consolidate the learnings from across all digital commerce platforms - Bricks & Clicks, Pureplay and Marketplace/D2C - and outline an overarching framework for channel planning, equipping you with tangible tools for developing your 2025 digital commerce sales plans.