Content & Commerce
Social, Shoppable, Smart
At this years Content & Commerce conference (now in it's fourth year) we discussed how we're seeing content assume its rightful place at the very frontline when winning and retaining new customers across every channel.
Now that the measurement of your content‘s contribution to the bottom line is in place (it is in place right?), so the experimentation can begin. We uncovered from delegates who attended our #DigitalStyle event in February that knowing best practice on social shopping content is key, they are still thinking hard about shoppable content on the website itself... And still email is crucial – always email...
In short, content is now vital, testing and reinventing it is critical – but efficiency and mixed channel optimisation is where you will need to truly invest your time and energy in the year ahead.
At our half-day conference we covered the following:
- Customer journeys across digital, as well as 3rd party sellers
- Personalised content and its role in the buying cycle
- The Content vs. Commerce debate
- Measuring content effectiveness via individual channels
- Content quality and its effect upon sales
- Identifying gaps in content where competitors are not engaging - then producing to fill that gap
- Generating an ROI that is truly based upon content investment
- Social for conversion - how to turn traffic into sales
- No short-cuts. The intricacies of Facebook/Instagram and how to use them for full effect
- Growing up in digital - how to bring the business on your journey
Those in attendance were:
- Heads of eCommerce, Brand, Digital and Customer Experience (CX)
- Chief Marketing Officers
- Chief Digital Officers
- Content leaders
- Digital Marketing Leaders
- Founders, CEO's and Owners
Global Head of Digital & Communications, Karndean Designflooring
Heather is currently the Global Head of Digital & Communications for luxury flooring company Karndean Designflooring. American-born, she has been living and working in the UK for the last eight years having gained experience in the FMCG and automotive industries, focusing on creating seamless and engaging brand experiences across all channels, with a particular focus on digital. She is also a mom of three and currently studying for her MBA through Warwick Business School.
Coming into a traditional family-owned business focused on bricks and mortar retail, Heather has taken Karndean through a digital transformation over the last five years as they’ve become more focused on understanding their consumer and commercial audiences who buy and/or specify their products. The company has utilised customer data and insights to significantly increase brand awareness and drive brand advocacy through cleverly curated and tailored content at every touchpoint along the customer journey, and beyond.
Premium & Luxury Brand Digital Specialist
Lucy Hirom is a digital marketing and branding specialist with experience on the brand and strategy consulting side. Arriving in Europe in 2013, Lucy led a digital transformation within Ralph Lauren's wholesale organisation and grew the eCommerce business significantly through partnerships and localised content & communications strategies.
Lucy has spent the last two years consulting pure play and multichannel retailers on eCommerce growth strategies. Most notably, she worked on-site as Interim Head of Digital Marketing for Selfridges, leading acquisition, social media, email and eCRM.
Digital Product Owner, Vodafone
Ben Carr is currently a Digital Product Owner at Vodafone. He initially joined as a User Experience (UX) Lead in 2011 and then in 2014 moved to the eCommerce team, managing the webchat and ‘growth’ initiatives, eventually owning the full Mobile Acquisition portfolio whilst overseeing a 6.5% increase in net additions yr-on-yr (2016/2017). Since the start of 2017 Ben has been Digital Product Owner on Vodafone’s digital ‘reinvention’ programme leading the front-end fit for the eShop alongside being a key leader for the content strategy.
Vodafone Group is a British multinational telecommunications company predominantly operating services in the regions of Asia, Africa, Europe, and Oceania. Vodafone owns and operates networks in 26 countries and has partner networks in over 50 additional countries. Its Vodafone Global Enterprise division provides telecommunications and IT services to corporate clients in over 150 countries.
Independent Facebook Conversion Expert
Brie is an expert in driving extraordinary business growth through digital channels. Through her career as a Marketing Director, CEO and consultant she's been searching for the holy grail of marketing channels - one that lets you build a truly relevant and responsive purchase funnel. She finally found it in Facebook and Instagram, now her passion.
Brie has helped more than 24 brands globally build Facebook conversion programs with early ROI and sustainable working models. No algorithms, just a detailed understanding of how to maximise sales across this content-rich channel. Brie will bring her "war stories" along to our Content & Commerce conference in a very focused keynote presentation - which will bring cold hard cash into the area of social content!
Head of Customer Experience, Brompton Bicycle Ltd
Harry is currently the Head of Customer Experience (CX) at Brompton Bicycle. Before joining Brompton, Harry managed the UK and US eCommerce business at Jack Wills and also the trading and marketing for the LaSenza.co.uk site. He is a committed cycle commuter and dabbles in triathlons.
Founded in 1976 and hand made in London, Brompton is currently the UK’s largest bicycle manufacturer and exports 80% of their bikes to over 45 countries. Brompton creates an urban transport solution in the form of a folding bicycle, which is available in over 16 million combinations, and can be customised to meet the style and needs of the rider.
Sitecore is the global leader in experience management software. The Sitecore® Experience Platform™ manages content, automates communications, and enables personalized commerce, at scale.
It empowers marketers to deliver content in context of how customers have engaged with their brand, across every channel, and in real time. This is the only way to manage meaningful customer experiences that delight audiences, build loyalty, and drive revenue. More than 4,600 customers — including American Express, Carnival Cruise Lines, easyJet, and L'Oréal – trust Sitecore to help them win customers for life.
Wirehive are going to change the way you think about web hosting.
They help agencies and their brand clients solve technology challenges. Working with the likes of AWS, Azure, GCP and VMWare, they are any digital team’s hosting department. Wirehive provide bespoke hosting services, engineered to suit exact digital requirements, supported by experts you know and trust.
From eCommerce, websites and campaigns to mobile and apps Wirehive have supported household names as diverse as Wella, HiPP Organic and Pineapple Dance Studios to deliver amazing online experiences to their customers.
Great brands are built on great experiences, and Wirehive will help deliver them.
At agenda21 Digital they are about science and invention. They use their inquisitive, insightful and creative nature to find and improve every aspect of your business that could be simply more effective through the smarter use of complex data, search and digital media. Using forensic analysis, they rigorously and methodically help you figure out where digital marketing can give you a competitive advantage.
They also believe digitally connected people want digitally connected businesses and brands. There are huge opportunities every day for smart agile businesses. Digital media carried out properly and intelligently is no longer just an option . . . which is why agenda21 Digital exist.
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 and leaders of digital marketing, brand, social, strategy, online and content.
Q: What is the address of the venue?
A: IET London, Savoy Place, London, WC2R 0BL
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.