Stream 1 - Rich Customer Experience
Sponsors: Tealeaf and e-inbusiness & Omniture

9.00

Chairman's intro - Jeff Hunt, Adobe/Scene7
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9.10 - 10.50

Testing 1, 2, 3 - Can you plan the customer experience when they don't always do what you expect?

Insight to Innovation:  Using ethnographic research to improve online customer experience
As more and more analysis tools and techniques offer us richer and more detailed data about customer activities on websites, the risk is that we not only drown in data, but also fail to recognise the nuances of motivation that underly real customer behaviour.  Various qualitative research techniques, from Ethnography to contextual studies, are increasingly being used to see past the data in order to gain richer insight into what really matters to customers and enable companies to respond effectively with dramatic results. This session will explore several case studies of how small insights gathered
through qualitative research with customers have made a big difference to the bottom line.

Ian Worley, Director of User Experience, Flow Interactive Ltd
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Driving up revenue with multivariable testing and persona targeting
Hear how multivariable testing and persona targeting has resulted in a significant annual increase in revenue for Game.co.uk. By working with Optimost to make simple changes at key areas of the site - such as search, search results and the checkout process - Game was able to enhance the customer experience and drive up conversion. This has led to a deeper initiative to focus on further key strategic areas of the site - with a view to driving a continuous testing program.

Alex Murray, Manager, Group Online Business, GAME
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Sponsor slot: Tealeaf
Revealing website ‘unknowns’ – How to improve the customer experience and increase conversions
Do you know what your customers are doing on your website? How do they navigate? What happens when they encounter a problem? These are all questions that any website owner will be asking, but often the answers are difficult to obtain. In this session, Tealeaf will demonstrate how to increase sales by using a Customer Experience Management solution to gain visibility into every single action of every online visitor.

Nicky Doherty, Director, Tealeaf UK
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10.50

Break

11.20 - 1.00

A rich experience = bigger basket or bigger overhead?

Creating retail theatre online
Successful fashion retailers need to appeal to customers' emotions, creating desire and inspiration. This is challenging online. Otto Group has addressed this need through the development of a number of innovative rich media applications in the UK and through its international brands. Chris will identify the consumer insight and market trends that triggered these investments, and demonstrate examples of innovative deployment.

Chris Poad, Head of E-Commerce, Otto UK
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Creating a rich customer experience across all channels
Anthropologie is a retail phenomenon in the US due to its unique product, imaginative retail presentation, and ground-breaking catalogue. Each of these channels presents a rich and compelling experience, which is a challenge to reproduce on the web using conventional approaches. Michael will demonstrate how Anthropologie uses creativity and rich-media applications to design a website with a customer experience that is brand consistent with the other channels.

Michael Robinson, Executive Director of Marketing, Anthropologie ► Click to view Biog

Making product choices simpler using RIA technology
The latest relaunch of dulux.co.uk has taken advantage of Rich Internet Application technology to help customers to choose the colours they love and products that are right for the job. Using functionality like Ajax, drag and drop and DHTML extensively within the site to create an interactive scrapbook, moodboard and the ability to upload and decorate photos of their own rooms, the presentation will cover how Web 2.0 technologies can enhance the experience of your customers.

Oliver Bishop, e-Business Technical Architect, AkzoNobel Decorative Coatings, UK, Ireland & South Africa.
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1.00

Lunch

2.00 - 3.10

Socialising for sales and product development

Bringing products to life
David will present on the technologies and content development behind mydeco.com and how the company has brought together different aspects of rich media and social networking to engage with the customer, enhance the purchasing experience and transform the way we shop for our homes online.

David Kelly, CEO, Mydeco.com
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UGC: More than 'Marketing 2.0'
Ratings and reviews are more than product testimonials for other customers. Susan Young will present on the impact of user-generated content and how it can help direct the future of Screwfix Direct, both in terms of merchandising and the in-store experience.

Susan Young, Web Retention & Communications Manager, Screwfix Direct
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3.10

Break

3.45 - 5.00

Enhancing touch points to avoid anticipointment

Sponsor slot: e-inbusiness & Omniture 
Avoiding “Anticipointment” and driving conversions through analytics, testing and online optimisation
E-inbusiness & Omniture will cover how online marketers and advertisers can eliminate "Anticipointment," the idea that sites sometimes draw users in with creative, thought-provoking PPC or display ads, emails, or search ads, and then let them down with an awful landing page, call-to-action or just plain bland design?  

Through analysing, testing, targeting and segmenting ads and on-site content for each visitor based on their specific profile or interest online marketers can reinforce relevancy for customers with needs as varied as the sources that they come from. This presentation will cover best practices from European companies who are taking advantage of analytics and testing to dynamically optimise their campaigns and dramatically increase conversion rates and sales.

Michael Feiner, e-inbusiness Business Optimisation Specialist
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John Arvanitis, EMEA Sales Manager, Omniture Test&Target
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Creating a rich customer experience
Hash Ladha will take delegates on a journey of how Asos.com enriches the customer experience by understanding every customer touch point with the brand: the customers interaction with the website – choice, presentation, and interaction; understanding customers through CRM, analytics, feedback, consultation and research and how the company targets and markets to customers through emails, DM and its magazine in order to provide a world class service and after sales care.

Hash Ladha, Marketing & Operations Director, ASOS.com
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