Cross-Atlantic Commerce

Wednesday 26th April 2017, 8.20am-11.30am
Hotel Café Royal, 68 Regent Street, London

Localising for North America

Come together with industry leaders and peers at our informative mini-conference focused on ‘Cross-Atlantic Commerce’. This event is designed to re-visit the opportunities for UK and European brands & retailers in the vast North American market(s), remind you what truly effective optimisation for the U.S looks like, and leave you with a selection of solutions and ideas that will drive your online business forward in this key market.

Research has shown that almost half of retailers who are targeting or planning to target U.S shoppers with their existing UK website offering do so without any localisation. Out of these companies, another 35 per cent are currently targeting, or plan to target U.S shoppers through a dedicated U.S offering. Throughout this event we will look at how retailers are giving thought to their expansion tactics, and specifically address the challenge of optimising for this unique market – including the local competition offerings, taxes and payment issues.

Confirmed speakers are:

  • Anastasia Roumelioti, Head of Marketing - Hawes & Curtis
  • Simon Birkenhead, Managing Director of Europe - L2 Inc.
  • Gerald Maidment, Head of Business & Customer Development - Practicology

Over the course of the morning we will discuss:

  • Localised payment methods, delivery options and transparent pricing
  • Content, branding, and tweaks you can make to get a seamless international experience with/without a large investment
  • U.S regulations and how this affects foreign merchants
  • The BREXIT & Trump effect(s)

Despite thinking that we “know” America – the small quirks and behavioural traits of North American consumers need to be recognised fully if the opportunity is to be truly maximised... Find out how others have tackled these issues by hearing from our panellists and speakers about their own experiences.

Who should attend?

  • Senior Brand and eCommerce leaders
  • Heads of eCommerce, International, Digital and Marketing
  • Trading and Strategy Directors
  • Optimisation, Operations and Digital Marketing leaders
  • CDO’s, CMO’s and COO’s


08:20 – Registration & Breakfast

08:55 – Take seats and Welcome – Jamie Hancox, Commerce Futures

09:00 – Practicology – Gerald Maidment, Head of Business & Customer Development
Gerald has been heavily involved in setting up successful international projects for customers in the UK, US and further afield. At our event Gerald will be sharing the most recent research and stories from Practicology’s experience in working with brands like Ted Baker, American Eagle, Moonpig and Wiggle on their growth in North America and globally, as well as providing examples of UK brands that localise well – the reasons for it and lessons that can be learned.

09:40 – Hawes & Curtis – Anastasia Roumelioti, Head of Marketing
Anastasia will share the journey that Hawes & Curtis has taken into the North America. For a market which feels so familiar the differences are very significant. U.S. shoppers have different drivers, often being accused by European brands as “discount-driven”, but brands need to work harder and operate cleverly to adapt to the subtle nuances of this market, where pricing is only a single factor among many.

10:15 – Coffee Break & Networking

10:30 – L2 Inc. – Simon Birkenhead, Managing Director of Europe
Simon is Managing Director of Europe at L2 Inc., the global authority amongst the world’s top brands on benchmarking digital performance. At our event, Simon will share insights from L2's benchmarking of brands' localisation strategies, including an exploration of global vs. local approaches to content and eCommerce. He will focus primarily on differences in brands' approaches across US and Europe, but also include some examples of how strategies for Asia need to differ.

11:00 - Final comments before Tea, Coffee & Networking

11:30 - Event Close




Gerald Maidment

Head of Business & Customer Development, Practicology

Gerald is currently Head of Business and Customer Development for Practicology and he has been involved in setting up successful international projects for customers in the UK, US, Switzerland and Saudi Arabia for clients including American Eagle Outfitters and Ted Baker. He's worked with retailers in the US (when he was living in North America) and the UK for more than 20 years.

Practicology is a boutique omnichannel consultancy where all of the consultants have genuine retail experience in digital marketing, omnichannel and eCommerce roles. Practicology’s digital retail research and thought-leadership is delivered to conferences and events across the globe.

Find out more about Practicology

Anastasia Roumelioti

Head of Marketing, Hawes & Curtis

Anastasia Roumelioti is the Head of Marketing & Communications for Hawes & Curtis, the traditional Jermyn Street shirtmaker. She is charged with driving digital transformation and delivering double digit growth with omnichannel campaigns and emotional storytelling. Anastasia is leading the marketing strategy and has put a focus on digital automation, data driven CRM, brand partnerships, strategic communications, and expansion to USA. Anastasia has a strong analytical background, a passion for customer centricity and retail. She has worked for both P&G and Unilever and has an MBA from The Wharton School. She also blogs for the Huffington Post about marketing and leadership topics.

Simon Birkenhead

Managing Director of Europe, L2 Inc.

Simon Birkenhead is Managing Director of Europe at L2 Inc., the global authority amongst the world’s top brands on benchmarking digital performance. L2 was recently acquired by Gartner. Simon has been working in digital marketing for over 23 years, having held global business leadership roles at Google, 3M and Telefónica. Prior to joining L2 in January 2016 he was CEO of Axonix, a mobile advertising technology company. Simon has presented his digital marketing thought-leadership on stage at many marketing conferences, including Web Summit, Mobile World Congress, Ad:Tech and Festival of Media, and at numerous client events. He has an MBA from London Business School and an MA from the University of Cambridge.

Find out more about L2 Inc.

Your Hosts


Lyons Consulting Group (LYONSCG) is a leading global commerce service provider, combining proven methodologies, deep technical expertise and award-winning design to create immersive brand experiences that engage and convert consumers & buyers. Hundreds of leading B2C and B2B brands trust LYONSCG to realise their commerce vision and continually optimise it to drive revenue and profitable growth.


CyberSource is a payment management company and provides a complete portfolio of services that simplify and automate payment operations. Customers use our CyberSource and Authorize.Net brand solutions to process online payments, streamline fraud management, and simplify payment security. Born during dawn of the eCommerce in 1994, CyberSource was one of the pioneers in online payment and fraud management services for medium and large-sized merchants. In 2007, we acquired the leading U.S. small business payment services provider, Authorize.Net, thus expanding our market footprint to cover businesses ranging from the smallest sole proprietorships to the largest global brands. In 2010 CyberSource was acquired by, and operates as a wholly-owned subsidiary of Visa Inc. Today, over 400,000 businesses worldwide use CyberSource solutions. The company is headquartered in Foster City, California, with offices throughout Asia, Europe, Latin America, the Middle East and Africa, and the United States.


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, and marketing leaders including directors of eCommerce, international, operations, digital, brand, strategy and online, as well as heads of digital marketing, online trading, optimisation and international strategy.

Q: What is the address of the venue?

A: Hotel Café Royal, 68 Regent Street, London, W1B 4DY

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.