Omnipresent Omnichannel

Tuesday 12th April, 8:30am - 10:30am
Rooms 1&2, One Aldwych Hotel, London

The Omnichannel dream has been “sold” within retailers for a number of years now. The pursuit of a “single customer view” is the priority, but so many systems need to connect in order to provide it that many merchants are struggling – really struggling!

Entering in to competition with the eCommerce ‘big-guns’ and pureplays is very much like entering a “digital arms race”, and it is made altogether more painful and debilitating by having legacy IT that just isn’t able to deliver in todays digital market.

There are a few rapid wins in the form of joint CRM systems, but as in-store experiences transform and customer data grows, the need for applications that match the customer experience becomes more urgent.

How do you deliver any of the Omnichannel experiences for consumers whilst transforming the legacy IT that you currently wrestle with?

Speakers confirmed are:

  • Ed Armitage – eCommerce Director, Waterstones
  • Pete Byrne – Multichannel Programme Manager, Paperchase
  • Stuart Richards – Head of IT Strategy & Planning, Halfords

This exclusive breakfast seminar is designed to create a “Chatham House” environment where those striving to tackle these issues share their challenges and learn from one another’s experiences.

The session will focus on:

  • Effective planning for the integration of the eCommerce business
  • The role of EPOS in the Omnichannel world
  • The delivery of a single customer view – and all of its practical implications
  • Legacy IT – how to compete whilst living with historic IT

So if you are struggling with the integration of your eCommerce business, developing new strategies to cover over the IT gaps and preparing for life with better customer data, then come and be inspired, informed and reassured by our speakers.

Who should attend?

  • Heads of IT & IT Directors
  • Store Operations
  • Finance Directors
  • Multichannel & eCommerce Directors
  • C-Level Executives
  • Owners


8.15am Registration

8.30am Breakfast and networking

9.00am The Omnipresent Omnichannel panel – the truth behind the headline

  • Ed Armitage – eCommerce Director, Waterstones
  • Pete Byrne – Multichannel Programme Manager, Paperchase
  • Stuart Richards – Head of IT Strategy & Planning, Halfords
  • Moderator: Jamie Hancox – Founder, Commerce Futures

Our panel of industry experts and leaders will debate about the challenges behind fully integrating eCommerce within your business – both back-end and front-end, what the ‘single customer view’ actually is, and also how to compete with the ‘big-guns’ and pureplays whilst your business is still nursing legacy IT systems. Can Omnichannel be truly delivered for consumers if your business is not aligned and integrated? As IT practitioners and digital leaders, our panellists are under the same pressures as you are to deliver fast results in a forever changing world– so they can truly help, guide and reassure you about the challenges ahead.

For delegates who are trying to put customer data, eCommerce integration and the ‘single customer view’ at the heart of their business offering, we will discuss, examine and scrutinise the following critical areas over the course of our interactive morning session:

  • Effective planning for the integration of the eCommerce business
  • Legacy IT – how to compete whilst living with historic IT and systems
  • The role of EPOS in the Omnichannel world
  • The delivery of a ‘single customer view’ – all of its practical implications, and whether the business is aligned as to what it means
  • Customer data – how to capture, control, secure and regulate it 

10.00am Panel session closes

10.05am Meet the panel and networking 

10.30am Event wrap up and close



Ed Armitage

eCommerce Director, Waterstones

Ed is responsible for multichannel strategy, customer experience, trading, systems, and marketing at Waterstones – the UK’s largest bookseller. He has over 10 years experience in eCommerce with retailers Hobbycraft and Scribbler, the consultancy Practicology, and the online review platform Feefo. Whilst at Hobbycraft Ed helped to increase online sales, develop new sales channels like click & collect, and launch the 'Hobbycraft Club' loyalty programme.

Pete Byrne

Multichannel Programme Head, Paperchase

Pete currently operates as an independent consultant - primarily as Multichannel Programme Manager at Paperchase. Previously he worked as Head of IT at Monsoon Accessorize where he delivered a range of eCommerce & Multichannel projects including:- eCommerce re-platforming, single stock pool offer for retail & eCommerce (Omnichannel foundation), and an in-store tablet solution.

As the Multichannel Programme Manager for Paperchase, he has delivered several major projects and is charged with eCommerce fulfilment re-location, the mobile & tablet site re-design, checkout process re-design as well as building the ‘Treat Me’ reward program – getting over 1million sign-ups in 6 months.

Stuart Richards.jpg

Stuart Richards

Head of IT Strategy & Planning, Halfords

Stuart is Head of IT Strategy & Planning for Halfords, and is currently charged with leading the strategic transformation of the retail IT application landscape including delivering the single view (customer, orders, stock etc.), and software migration. With over 10 years experience at Halfords he has become a highly adaptable IT leader who has overseen the delivery of IT solutions, systems integration, and application development while also planning longer-term IT strategies.


Your Hosts


e2x have an unparalleled 15 year track record as the go to experts for Oracle Commerce (ATG), and have now added the Commerce Anywhere omnichannel solution to their stable of Oracle expertise. With an expert business and IT leadership team, e2x is a strategic delivery partner for some of the world’s biggest and most exciting brands. e2x have a tried and tested approach to quality delivery that enables retailers and manufacturers of various sizes to realise their multichannel growth potential, and have rolled out internationalised multi-channel solutions that have allowed companies to maximise their ROI whilst achieving outstanding results.

In recent years e2x have applied their expertise and experience to the world of international payment solutions and full omnichannel automated testing. This ensures that they can continue offering delivery excellence & predictable solutions to the challenges of the journey, whilst realising full omnichannel and international retailing.

Find out more


Since 1997, Logic has been the trusted systems integration partner to leading retailers around the world. With an exclusive focus on Oracle Retail, Logic have a team of more than 650 expert consultants who bring a unique balance of real-world retail and IT – retailers benefit from people, processes, and technology solutions that increase efficiency, profitability and deliver a world-class experience for shoppers.

Logic’s clients range from mid-sized retailers to some of the largest retailers in the world, across nearly every type of retail business model including:- grocery, hard lines, soft lines, fashion, and government. Whether bricks-and-mortar focused, pure-play eCommerce or multichannel, global retailers trust Logic to achieve their vision of success. Dedicated exclusively to Oracle Retail, Logic blends technology and retail business expertise to implement, optimize, and support improvements that help efficiency, profitability, and customer experience.

Find out more

NIU Solutions

NIU has been providing innovative and agile IT solutions to the retail and financial services sectors for over a decade. Specialising in providing agile, flexible and scalable infrastructures that deliver the solutions to clients’ need today and for the future, and fostering their ambitions for growth by being their partner for success. 

NIU believe that technology should help organisations achieve their goals and find new opportunities. Keeping vision front of mind throughout everything they do enables them to build partnerships that grow and evolve over time.

NIU’s clients are given the freedom to succeed by removing the burden of building and managing information technology, leaving them free to surpass their business objectives – helping them innovate and remain relevant within their marketplace and ensuring that new technology interacts seamlessly with their existing infrastructure. NIU enables legacy on-premise applications to work in an online environment, alongside their innovative new applications, all delivered to their own customers via one single, easy to use dashboard.

Find out more


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, digital leaders, entrepreneurial brand owners, marketing leaders including directors of innovation, strategy and acquisition.

Q: What is the address of the venue?

A: Rooms 1 & 2, One Aldwych, London, WC2B 4BZ

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.