The Complex Customer Environment

18:30 - 23:00 GMT
UK
20.3.2024
Dinner

Gaucho, 25 Swallow St, London W1B 4QR

London

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The Complex Customer Environment

London

Dinner

March 20, 2024

Summary

Discovery in the multi-persona digital buying process

Move over ‘simplistic’ customer journeys. B2B has to grapple with a far more complex digital buying journey than the one presented to B2C companies.

Whether you’re in manufacturing, machinery, electronics, automotive or construction there is a common thread to the buying process; Multiple-persona’s - all involved in the buying process.  For just one product.  They’re the product designers, specifiers, engineers, manufacturing specialists, purchasing team, installers, end-users and service engineers all involved at some stage of the buying process.

They’re demanding, they need rich information to answer their questions, but most don’t share it with the next in the chain.  And they’ve all got their eyes on how you deliver experiences.

It’s no longer ‘OK’ for B2B experiences and digital journeys to lag behind those of B2C retail.  Your customers want the personalised, tailored and relevant search and discovery experiences they are used to as a consumer.

There is work to be done.

So we’re taking over Gauchos, bringing digital leaders across the industry together, and spending the evening debating the digital buying journey. Our aim is simple: nail down what it means for digital teams, learn from one another about what works (and what doesn’t) and make. A. Plan. 

You in? 

PastriesDelegates networkingAudience at a Commerce Futures conference.
  • Buyer Personas: Analysing the distinct personas of B2B and D2C customers, their preferences, and how businesses can tailor their approaches accordingly.
  • Data-Driven Insight: How data analytics, AI and machine learning are transforming the way businesses understand and engage with their customers. 
  • Customer Experience: Focusing on the importance of customer experience in retaining and acquiring B2B and D2C clients.
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Craig McLaren

Craig McLaren

Head Of Digital at MKM

MKM Building Supplies

Craig has 30 years experience in the IT and Digital space.

He started out as a developer in 1992 in the retail industry and then gained years of experience in the telecoms industry and in the past 10 years in the drinks, entertainment & building merchant industries. 

His key focus is on data migration, agile transformation and leading six originating/replatform eCommerce programmes including building internal and external devops teams. 

Craig’s current role is heading up the MKM Digital Team within the Digital & Marketing function, delivering digital solutions for the business including a recent deployment of a headless commerce solution and building out internal and external devops capability.

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Leaf wall textureSmiling woman networking at a Commerce Futures eventSmiling woman networking at a Commerce Futures eventPastries in front of delegates
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Craig McLaren
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
08:30
Registration & Networking Breakfast
09:15
Welcome from Commerce Futures
09:25
Ryan Clark, STATSports & Jim Hingston, The Gym Group
Keynote
10:10
Hollie Weatherstone, Muc-Off
Keynote
10:35
Break
10:55
Multi-brand panel – Decathlon, Ellis Brigham, Helen of Troy
Keynote (Main Stage)
Speed dating for delegates
(Breakout Room)
11:50
George Huxford, Apidura
Keynote
12:15
Break
13:15
Rich Philip, Contested
Keynote
13:40
Marc Guisti, Veloforte
Keynote (Main Stage)
David Hanney, Alpkit
(Breakout Room)
14:35
Networking
15:00
Closing Remarks from Commerce Futures
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes

AGENDA

09:00
Registration & Networking Breakfast
09:30
Welcome & Partner Introductions
09:40
Panel Discussion with Q&A
Craig McLaren
10:20
Networking Break
10:40
Workshop at tables
11:00
Group Discussion - Moderated
11:20
Final Comments & Networking
11:30
Event Closes
Craig McLaren

Craig McLaren

Head Of Digital at MKM

MKM Building Supplies

Craig has 30 years experience in the IT and Digital space.

He started out as a developer in 1992 in the retail industry and then gained years of experience in the telecoms industry and in the past 10 years in the drinks, entertainment & building merchant industries. 

His key focus is on data migration, agile transformation and leading six originating/replatform eCommerce programmes including building internal and external devops teams. 

Craig’s current role is heading up the MKM Digital Team within the Digital & Marketing function, delivering digital solutions for the business including a recent deployment of a headless commerce solution and building out internal and external devops capability.

LEARN MORE →Close icon

Venue

Gaucho, 25 Swallow St, London W1B 4QR

Piccadilly is the flagship steak restaurant, set in a beautiful townhouse just off Regent Street, encompassing the ultimate Gaucho experience in the West End of London.

Find directions →
The Complex Customer Environment

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