Conversion Commerce

Hotel Cafe Royal , London, England, W1B 4DY, United Kingdom (Directions)

Conversion Commerce

In 2019 online conversion is arguably the greatest of all challenges for brands selling direct to consumers. Maximising every investment in generating demand from new and existing customers is critical - not only due to the explosion in marketing channels, but also because of the changes in device types and payment regulations coming in 2020.

Our morning conference we took some of the key issues and dissected them - as always with speakers who are at the top of their game and who were willing to share their experiences.

Topics we covered:

  • Optimising conversion by channel - How do you prioritise your time and investment?

  • Payment - which choices do you make to improve customer experience by channel and by territory?

  • Good v Bad conversion - Can you spot the signs of a return before despatch?

  • Mobile and Social - How do you truly optimise these co-existing platforms

Who attended?

  • Founders, CEO's & Owners

  • Heads of eCommerce, Mobile, Digital, User Experience, Brand, Website, Online, Optimisation, Conversion, Performance

  • Chief Marketing & Digital Officers

  • Directors of Brand Loyalty, User Experience, eCommerce


Jim Warren

Jim Warren

Vice President of Marketing, Bloom & Wild

Jim started his marketing career at agencies doing PPC and SEO agency-side. He previously lead customer acquisition during fast growth periods at and ACHICA before joining Bloom & Wild as Marketing Director, where his responsibilities include acquisition and customer retention. Bloom & Wild aim to make the giving and receiving of flowers the joy it should be, and focus on integrating content with social and paid marketing channels.

Jim’s LinkedIn
Bloom & Wild’s Website

Mahamood Raihan

Mahamood Raihan

Founder, My Green Bag

Raihan started his career as a supplier to brands like ASOS and Urban Outfitters. Later on he founded a research and manufacturing company developing fashion products out of jute. In 2014 he founded his first online fashion label My Green Bag, a brand retailing the finest leather bags and jackets sourced from local and international manufacturers. The same year he co-founded a creative branding company Fort8Creates. Raihan has also worked in the eCommerce & Promotions department for leading mail order shirts company Charles Tyrwhitt, developing customer usability and improving conversion on the website.

Mahamood’s LinkedIn
My Green Bag Website

Mark Williams

Mark Williams

CRO Specialist, Virgin Experience Days

Mark started his career working for some of Europe’s biggest domain and web hosting brands and now specialises in optimisation. For the past two years, he has been leading CRO activity at Virgin Experience Days and has been responsible for both the strategic direction of their experimentation programme and personalisation strategy.

Mark’s LinkedIn
Virgin Experience Days Website

Selma Busovača

Selma Busovača

Head of Global Customer Care, Foreo

Selma is the Head of Global Customer Care at FOREO, working on a global function, covering customers' needs from Australia, through Europe, all the way to the South America.

Selma has been with FOREO for the last 3 years; and actually, was raised in a purely marketing environment. Previously Selma has been a brand and marketing manager in L'Oreal, in charge of the entire region and spent 8 years with this cosmetic giant.

Selma’s LinkedIn
Foreo’s Website

Louis Adamou

Louis Adamou

eCommerce Director, Borough Kitchen

Louis has focused his career on working with premium brands to achieve & sustain rapid growth. In his current role as eCommerce Director at Borough Kitchen, he oversees all aspects of eCommerce, from acquisition, CRO, email marketing, social, the website & CX. Prior to his current role, Louis spent 5 years at furniture brand Loaf in a variety of eCommerce and CX roles and he has also managed the eCommerce operation for Red Wing Shoes London as a side project.

Louis LinkedIn
Borough Kitchen Website

Daniel McGinley

Daniel McGinley

Head of eCommerce, Rocket Dog

Daniel is Head of eCommerce at Rocket Dog, responsible for all elements of the online presence including digital marketing. He has a wealth of experience in eCommerce, merchandising and trading for retail and wholesale brands

Daniel’s LinkedIn
Rocket Dog Website

Anastasia Kenyon

Anastasia Kenyon

Founder, Kandi Cosmetics

Anastasia Kenyon is founder of Kandi Cosmetics and Make It Up from Manchester. The entrepreneurs most recent venture Make It Up sources and distributes white label cosmetics to fashion retailers such as and many more, whilst Kandi Cosmetics is retailed on PLT, Boohoo and InTheStyle, the brand also has pending contracts coming into action with Nasty Gal, Rebellious and Indulge beauty launching in Q2 2019. Products across all businesses are MSDS registered, cruelty free and maintain lead times as short as 6 weeks. With Make It Up anyone can make their dream of having a business a reality or look to integrate cosmetics to their strategy effectively. 

Anastasia’s LinkedIn
Kandi Cosmetics Website


08:15 - 09:00

Registration & Networking Breakfast

09:00 - 09:15

Welcome from Commerce Futures

09:15 - 09:45

Keynote One -
Mark Williams, CRO Specialist - Virgin Experience Days

09:45 - 10:15

Keynote Two -
Mahamood Raihan, Founder - My Green Bag

10:15 -10:45

Refreshments & Networking Break

10:45 - 11:30

Panel Q&A
Moderated by Jamie Hancox, Founder of Commerce Futures, with appearances from;

  • Louis Adamou, eCommerce Director - Borough Kitchen

  • Anastasia Kenyon, Founder - Kandi Cosmetics

  • Daniel McGinley, Head of eCommerce - Rocket Dog

11:30 - 12:00

Keynote Three -
Jim Warren, Vice President of Marketing - Bloom & Wild

12:00 - 12:20

Networking & Event Close



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With seven offices and headquarters in the key markets of London, New York, and Los Angeles, Corra is uniquely positioned to service international retailers with ambitious omnichannel goals.

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

A: Events are priced individually, they range from £0 - £50.00. 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 international, omnichannel, multichannel, digital marketing, brand, social, strategy, customer experience (CX) and content.

Q: What is the address of the venue?

A: Hotel Cafe Royal, 68 Regent Street, London, England, W1B 4DY, United Kingdom

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.

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