B2B: Going Digital

Tuesday 24th January 2017, 8.30am - 11.30am
10-11 Carlton House Terrace, London

Catch-up. Compete. Outshine.

For too long the B2B sector has played second fiddle to the consumer & retail market when it comes to digital commerce.

Technology firms seem to feel B2B is lagging behind, and yet across most sub-sectors such as Manufacturing, Automotive & Distribution there is a very real concern that digitising the commercial experience entirely will remove the core USP that keeps customers coming back – human interaction and face-to-face customer service.

In short – “One size does NOT fit all”, and because the world is running scared of the dreaded Amazon colossus there needs to be more of a “ground-up” approach towards B2B digital commerce. Not only do you want to catch-up and compete, but you ultimately want to outshine.

Confirmed speakers are:-

  • Christian Agger, Head of eCommerce & Marketing - Saint-Gobain Distribution Denmark (SGDD)
  • James Cam, Former Group IT Director - Bunzl UK & Ireland
  • Asad Ali, Digital Marketing Manager - Birchwood Price Tools (BPT)

Our Agenda will start at the beginning – with content from leading B2B commerce businesses that have made the journey to take the right parts of their business online whilst retaining their core values. We’ll take real-world stories and use them to encourage our audience to continue and even start their digital journey.

Who should attend?

  • CEO's, COO's, CIO's, CTO's
  • Heads of eBusiness/eCommerce
  • Chief Digital Officers
  • Commercial Leaders
  • Heads of Business Development
  • Customer Experience (CX) & User Experience (UX) leaders
  • Business Strategy leaders


8:20am – Registration & Breakfast

8:55am – Take Seats & Welcome – Jamie Hancox, Founder - Commerce Futures

9:00am – The First Steps: from Level 0 to Level 1 of Digital Transformation – Asad Ali, Digital Marketing Manager - Birchwood Price Tools (BPT)

Asad will be talking through the journey of Birchwood Price Tools (BPT) from no online transacting to 'Level 1' of the digital transformation. He'll take us through from the beginning - the business case that drove BPT to transact online, the challenges and obstacles that were faced, and what the early results are. Asad will also give us an insight into what is next for BPT's digital development.

9:25am – Making Progress: from Level 1 to Level 2/3 – James Cam, Former Group IT Director - Bunzl UK

James will present the opportunities and threats to the business that were acknowledged, and how being early to the market with digital meant that Bunzl had to learn from their own experiences in order to become successful. He will explain the lessons learned when being a leader in the digital transformation and which strategies have been implemented as a result. James will also dive into more technical challenges and what he would do differently next time.

9:55am – Coffee Break & Networking

10:10am – The Four-Year Cycle: from Level 0 to Level 4 – Christian Agger, Head of eCommerce & Marketing - Saint-Gobain

Christian will round up with an insight into Saint-Gobain's four-year cycle, competitor analysis and what transacting truly efficiently online actually means to Saint-Gobain. He will talk about what's next for Saint-Gobain, how they will retain their current B2B customers, and where he expects the business's future growth will come from online.

10:35am – Q&A Session with Speakers

A short interactive session where you’ll have the chance to ask the speakers any questions you may have about digital transformation within the B2B industry, transitioning aspects of your business online, and find out any further advice & insight.

11:15am – Final comments before Tea, Coffee & Networking

11:30am – Event Close


Christian Agger

Head of eCommerce & Marketing - Saint-Gobain Distribution Denmark (SGDD)

Christian Agger is a true digital pioneer. Since he joined SGDD in 2012, eCommerce sales figures have grown by nearly 40 percent with average conversion rates of 24 percent. Today eCommerce accounts for a fourth of the company’s turnover – an astonishing achievement for a company whose primary customers are plumbers. In 2013 Christian introduced Omnichannel branding in SGDD. Christian’s and SGDD’s digital achievements are widely acknowledged. In 2014 the company won the gold medal at the Danish eCommerce awards and was awarded best provider within Omnichannel. In 2015, Christian was appointed Digital Strategy Lead in Saint-Gobain Distribution Nordic - responsible for the digital strategy and best practices across the region covering Denmark, Finland, Norway, Sweden, Baltics, Poland and Switzerland.

James Cam image.JPG

James Cam

Former Group IT Director - Bunzl UK & Ireland

Formerly, James was Group IT Director of Bunzl UK & Ireland. Bunzl is a B2B focused purchasing and outsourcing organisation with 23 individual businesses turning over £1.1bn. James led the eCommerce team responsible for developing a second-generation website model, based on B2C front-end functionality and a complex commercial contract based backend – the objective being to create a single, comprehensive model that could be customised to suit and fit each of the individual businesses requirements.

James has extensive experience of digital transformation in the entertainment industry (Warner Music Group), and the logistics & business-to-business service (Bunzl Plc) industry. He is now an independent consultant providing guidance on digital strategy and the delivery of major business transformation programmes centred on eCommerce, ERP implementation, digital delivery and outsourcing.

Asad Ali.jpg

Asad Ali

Digital Marketing Manager - Birchwood Price Tools (BPT)

Asad is a passionate advocate for the new principles of bi-modal technology. Now, 2 years into his role as Digital Marketing Manager at Birchwood Price Tools, he has taken a very traditional business gradually and gently into the digital world, building interactive business cases so that investment was made in a very controlled manner. Asad’s passion for digital transformation in big organisations has been fuelled by some time agency-side - meaning that he has a clear view of the final destination, as well as the right steps to take on the journey.

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Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors of innovation, business development, digital, IT, strategy and acquisition.

Q: What is the address of the venue?

A: 10-11 Carlton House Terrace, London, SW1Y 5AH

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.