Perfecting Personal

Hotel Cafe Royal, 68 Regent Street, London, England, W1B 4DY, United Kingdom (Directions)

Perfecting Personal

Engagement at scale

As new generations of consumers search for ways of “owning” their  purchases - from personalising products through to supporting bespoke “new” brands who can sculpt to order - digital solutions need to adapt to serve.

Growing “artisan” brands need to learn how to industrialise their production, whilst large brands need to find better ways of customising “at scale”... to satisfy consumers’ desire to sit at the heart of the purchase, production, and personalisation process.

Our event gathered experiences from brands who have tested “customisation at scale”, whilst also investigating true personalisation of the transaction process - from mass social engagement through to the issues that arise with customised configuration, production and returns.

Topics we covered...

At  Perfecting Personal we discussed the following issues retailers are facing with their personalisation strategies:

  • Personalisation at scale - can volume ever be personal?
  • The fine line between marketing to a customer’s interests and the creepy zone
  • Matching offline purchases with a customer profile. Is your loyalty programme effective?
  • The advantages and disadvantages of creating a personal connection through product customisation     



Who attended?

  • Heads of eCommerce, Personalisation, Brand, Loyalty, Digital and Customer Experience (CX)


  • Director of Marketing, eCommerce, UX, Loyalty, Personalisation

  • Founders, CEO's and Owners


Andrew Mann

Andrew Mann

Vice President Insight, Pricing & Digital CRM, Asda

Andrew is an Omni-channel Customer Director with a consistent record of breakthrough commercial success within data driven marketing, brand development and loyalty/CRM strategies.

A data driven commercial leader who is passionate about innovating and transforming the customer experience & driving customer numbers and L4L growth. Identifies heart of the commercial challenge, making complexity clear, and develops customer led solutions to solve commercial challenges.

His broad experience includes Cadbury Schweppes plc, The Coca-Cola Company , Clubcard Director at Tesco plc, Insight & Loyalty Director at Sainsbury’s plc and recently VP Insight & CRM at Asda.

Andrew’s LinkedIn
Asda’s Website

Janis Thomas

Janis Thomas

Marketing Director, Birchbox

Janis joined Birchbox UK in 2016 as an expert in driving digital marketing to deliver sales and revenue growth in ecommerce and subscription businesses. Janis’ responsibilities include defining and managing cross-channel marketing strategy, including subscriber acquisition, retention and ecommerce activity, as well as assisting with business development and leading projects for Birchbox to meet new audiences and build their brand. With over 75% of Birchbox traffic coming from mobile in 2017, Janis’ role in optimising digital performance will be key to the company’s future success.

Janis’s LinkedIn
Birchbox Website

Rob Feldmann

Rob Feldmann

CEO, BrandAlley

With an extensive background in Online Media, Rob Feldmann has been involved in BrandAlley since its inception in 2008.

In mid-2009 Rob became CEO of and under his leadership the business has achieved its position as the UK’s market leading fashion private sales site. Rob led an MBO of BrandAlley in January 2013 and continues to push the business forward with strong leadership and innovative ways of working, with the focus on being a “mobile first” company.

Rob’s LinkedIn
BrandAlley’s Website



Registration & Networking Breakfast 


Welcome - Commerce Futures


Andrew Mann - Vice President Insight, Pricing & Digital CRM at ASDA


Rob Feldmann - CEO at BrandAlley


Coffee Break & Networking


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

  • Andrew Mann - Vice President Insight, Pricing & Digital CRM at ASDA
  • Rob Feldmann - CEO at BrandAlley
  • Lulu Mao - Digital Marketing Manager at Laura Ashley


Janis Thomas - Marketing Director at Birchbox


Event Close


Lyons Consulting Group (LYONSCG)

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 and 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. LYONSCG is a strategic partner of Salesforce Commerce Cloud, SAP Hybris and Magento and is the recipient of Salesforce Commerce Cloud Global Sales Partner and Delivery Partner of the Year awards; and Magento Partner Excellence and Magento Innovator of the Year awards. LYONSCG is part of the Capgemini Group

Find out more


Emarsys is the largest independent marketing platform company in the world. Our software enables truly personalized, one-to-one interactions between marketers and customers across all channels — building loyalty, enriching the customer journey, and increasing revenue. This enables companies to scale marketing decisions and actions far beyond human capabilities.

Since 2000, Emarsys has helped over 2,200 brands in over 70 countries to connect with 3.2 billion customers around the world. Each day, we deliver more than 350 million personalized interactions across email, mobile, social and web, leading to millions of daily purchase events on our software.

Find out more


Trusted by more than 260,000 businesses worldwide, Magento Commerce is the worldwide leader in cloud digital commerce innovation to retailers, brands and branded manufacturers across retail B2C and B2B industries. With over $101B in gross merchandise volume transacted on the platform annually, Magento is the foremost provider to the Internet Retailer Top 1000 and B2B 300. Magento boasts the world’s largest ecosystem of partners and developers who power the expansive Magento economy.

Find out more



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 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.

Register today

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