|
|
Fast Track to success: second mover advantage on the web: never before has there been so much established, tried-and-testing information about how to make the basics of an ecommerce programme “just work”. Furthermore, much of this knowledge is now packaged, embedded in software and available for immediate implementation. This stream will trace the customer and retailer journeys offering insights into the capabilities available “out of the box”.
This will be an invaluable scoping day for new entrants to the ecommerce channel, as well as a feature check for established retailers to understand how quickly a competitor can deploy a competitive offering, even after a late market entry. This stream will balance retailer case studies with the ‘out of the box’ capabilities and established best practice approaches, while drawing out the areas for differentiation and of remaining difficulty.
|
Agenda :
Stream 2 - Fast track to success: Second mover advantage on the web
Sponsors: Home Delivery Network and 192.com Business Services |
9.00 |
Chairman's intro - Mike Baxter ► Click to view Biog |
9.10 - 10.50 |
Setting the foundations |
|
From nowhere to 'top store' within a year. Now the hard work really starts...
House of Fraser, the high street home of many of the world's most famous brands, was a late entrant to ecommerce, launching their transactional site from plan to live in under 7 months during 2007. Since launch the online channel now regularly features as the 'top store' amongst the retailer's 60+ physical locations. Peter Callaway, eCommerce Director at House of Fraser, reflects upon how understanding best practice and using best-of-breed tools allowed House of Fraser to launch so quickly and with such a capable, rounded offering. More importantly, however, Peter will also look beyond that initial success and consider the issues and challenges in competing against capable, experienced competitors who themselves 'wrote' many of the rules that have become current orthodoxies
Peter Callaway, eCommerce Director, House of Fraser
► Click to view Biog |
|
Managing 2nd time around: moving 9 sites in house from fully outsourced
Faced with the complexity of migrating 9 brands to a new platform and the opportunity to launch new online brands, Scotts of Stow required a flexible, scalable solution that was rich in functionality but flexible enough to reflect the individuality of the brands. Through the implementation of SAFE, Scotts is evolving from a catalogue-driven business to a fully integrated multi-channel retailer.
Wendy Derbyshire, Director of eBusiness & IT Scotts of Stow
► Click to view Biog |
|
Travel ecommerce: the need for speed
Travel is one of the fastest growing areas of ecommerce. With many new entrants and disturbances in the market, it is increasingly important to be able to deliver changes to our websites as rapidly as possible. In this presentation, George Nolan explains the challenge and solutions that will enable www.thomson.co.uk and www.firstchoice.co.uk to stay ahead of the game.
George Nolan, Head of Web Development Strategy at TUI Travel plc
► Click to view Biog |
10.50 |
Break |
11.20 - 1.00 |
Connecting with customers and getting personal |
Is out-of-the-box enough?
Running a successful ecommerce site is not simply bolting together best in class functionality. Tony will present on how zavvi uses leading solutions, including Mercado's searchandising platform, to meet the challenge of attracting new customers and making an impact as a new brand on the high street and online. He will also examine why ecommerce is more than adding solutions to solve problems but a journey of constant innovation and redevelopment in order to move the platform forward and improve the customer experience.
Tony Johnson, IT Director, zavvi entertainment group
► Click to view Biog |
The role of the contact centre in the online customer experience
Steven Holcroft will discuss the value that the contact centre has to offer in supporting the online shopping experience for the customer. How the customer journey can add value and build relationships, turning what can so easily be viewed as the 'cost of failure', into a relationship that can ultimately become a profit centre and directly contribute to the bottom line.
Steven Holcroft, JD Williams Contact Centre Manager
► Click to view Biog |
Why ecommerce is hard
The ecommerce puzzle is complicated. Ask ten experts what the most important part of the ecommerce enterprise is and you will get ten different answers. One may say it's all about product, another will focus on technology and another on service. The bottom line is that, to build a successful ecommerce business, you need to do a lot of things very well, and work out how to do them in such a way that you can make money. Michael Ross outlines the 10Ps to success.
Michael Ross, Director, eCommera
► Click to view Biog |
1.00 |
Lunch |
2.00 - 3.10 |
Once the order has been received |
Sponsor slot : The Modus Operandi of a Fraudster
192 has undertaken some research with convicted and unconvicted fraudsters and come up with the four stages a fraudster moves through to commit card not present fraud. From the initial theft of the identity to how they profit from their fraudulent activities, learn how you can be protecting your business from fraudulent attacks.
Michelle Dixon, Marketing Manager, 192.com Business Services
► Click to view Biog |
Sponsor slot: Driving choice and convenience into the marketplace
Retailers and carriers need to work together to ensure that realistic delivery expectations are set and conveyed to customers so that the service meets expectations. Walter Blackwood, Chairman, Home Delivery Network Limited, and an e-retailer discuss two sides of delivering the promise.
Walter Blackwood, Chairman, Home Delivery Network Limited
► Click to view Biog |
3.10 |
Break |
3.45 - 5.00 |
Discussion - How do we solve the skills crisis in digital marketing and etailing?
Panelists include:
Ian Jindal, Editor-in-Chief, Internet Retailing ► Click to view Biog
Craig Hanna, Training Director, E-consultancy.com► Click to view Biog
Patrick Tame, Director, Beringer Tame ► Click to view Biog
Ginny Powlson, Assistant Personnel Manager, John Lewis Direct
► Click to view Biog
|
|
|
