Unified Retail

Glaziers Hall, 9 Montague Close, London SE1 9DD (Directions)

Unified Retail

Bring together Merchandise, Messaging and Method

Serving customers seamlessly across channels has been the ambition of most UK companies for several years now, however the next challenge is to engage with them on their own terms wherever they happen to be in order to create unified, connected and Omnichannel customer experiences.

Our morning event piqued the interest of commerce leaders tasked with driving these shopper centric programs – those challenged with finding processes and technologies which will help deliver a single operating model that enables stock to be traded more effectively, logistics to be reframed with agility at their heart, and communications with customers delivered through a single lens.

Throughout the morning we covered…

  • Creating a customer-centric technology stack with the integration of your systems including commerce, warehouse, inventory management or PIM

  • Optimising a unified customer experience

  • Stock levels vs seamless order fulfilment

  • Effective use of data to meet the customer demand

  • Improving operational efficiencies, thinking beyond Omnichannel

Those in attendance included?

  • Directors of Technology, Omnichannel, IT, Customer and eCommerce

  • Heads of IT, Customer Experience, Marketing, Operations, Logistics and Strategy

  • Chief Information Officers

  • Chief Technology Officers

  • Founders, CEO's and Owners


Niall Edwards

Niall Edwards

Senior Director, Shopper Engagement Technology, LEGO Group

Niall Edwards is responsible for shopper technology at The LEGO Group. He and his team design, build & operate exceptional digital shopper experiences that delight users (and their kids!) With over 15 years of experience in eCommerce, technology and marketing across brands such as Uniqlo and Toys ‘r’ Us, as well as manufacturing and B2B organisations, Niall can offer a wealth of perspectives on what it takes to provide a truly user or shopper centric experience backed by the technology transformation to make it real.

Niall’s LinkedIn
LEGO Website

Sven Friedli

Sven Friedli

Head of Architecture Management & Technology Transformation, Swisscom

Sven is Head of Architecture Management and Technology Transformation at Swisscom (Switzerland) Ltd. Swisscom is Switzerland's leading telecommunication company as well one of the most sustainable and innovative companies in Switzerland and even Europe in the telco space.

Sven graduated from the university of applied science in Bern and initially worked for a software startup. Since joining Swisscom, Sven has held several management roles within the enterprise business group, focusing on delivering IT and tech projects. Three years ago, he was promoted and joined the Enterprise Architecture and Innovation division and he is now responsible for providing direction on all architecture and technology projects, most specifically within the space of the BSS/OSS systems as well as facilitating the agile transformation within the company.

Sven’s LinkedIn
Swisscom Website

Lee Woodard

Lee Woodard

Global Chief Experience Officer (CXO), Crabtree & Evelyn

Lee Woodard has been working at the forefront of how digital is impacting business for nearly 25 years. Much of that time has been spent on the consulting and agency side, before moving to the client side. Lee brings a creative, strategic point of view to the business challenges faced by all brands. Most recently the CXO of Crabtree & Evelyn, he believes passionately that Participation will be the basis of the next economy and those brands that harness it, will thrive and grow exponentially. Recent experience ranges across creation and roll out of digital global platforms to store concept creation, new Loyalty and CRM strategies.

Lee’s LinkedIn
Crabtree & Evelyn Website


08:15 - 08:45

Registration & Networking Breakfast 

08:45 - 08:55

Welcome - Commerce Futures

08:55 - 09:20

Keynote Speaker One -
Niall Edwards, Senior Director, Shopper Engagement Technology - LEGO Group

09:20 - 09:45

Keynote Speaker Two -
Sven Friedli, Head of Architecture Management & Technology Transformation, Swisscom

09:45 - 10:00

Table discussion

10:00 - 10:15

Refreshment & Networking Break

10:15 - 10:40

Keynote Speaker Three -
Lee Woodard, Global Chief Experience Officer (CXO), Crabtree & Evelyn

10:40 - 11:15

Q&A Panel Discussion with all speakers

11:15 - 11:30

Networking & Event Close


FLC100-Logo_CMYK-02 PNG.png

Fluent Commerce is a cloud software company focused on smart order management for omnichannel merchants. The Fluent Order Management platform is cloud native, fully managed and code-free. It includes the essential components for unified commerce: Distributed order management, in-store tooling, inventory & location management, customer service, fulfilment optimisation and reporting. This enables retailers and brands to rapidly drive up revenue, drive down costs, and win the convenience battle.

Fluent Commerce works with global and regional brands such as JD Sports, Samsung, Australia Post, eBay, Woolworths, Target, Nine West and French Connection.

Find out more


Productsup provides a leading SaaS solution for product content integration, syndication and feed management.

Using the cloud-based platform brands and retailers can structure clean and enrich their product data for the global matrix of shops marketplaces and marketing channels such as Amazon Walmart Google and Facebook. Companies like Superdry IKEA American Eagle and Fanatics along with 800 more of the world’s largest brands and retailers use Productsup for a seamless end-to-end product content flow. Productsup has received more than 15 industry awards outstanding customer testimonials and a 5-star rating on Capterra.

Find out more


Defining the future of commerce, Elastic Path pioneered the world’s leading API-oriented commerce solution for enterprises. The company’s flagship product, Elastic Path® Commerce, has helped the world’s top brands generate over $60 billion in over 170 countries. Customers from industries as diverse as travel, telecoms, publishing, software, and retail enjoy the benefits of a flexible, open architecture that monetises brand-defining customer experiences, facilitates business agility, and eliminates commerce system silos. Elastic Path is a private company based in Vancouver, Canada with offices in the UK and US.

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, operations, technology, logistics and marketing leaders including directors and heads of Omnichannel, multi-channel, IT and customer. We also welcome CIO, CTO and COO’s.

Q: What is the address of the venue?

A: Glazier Hall, 9 Montague Close, London SE1 9DD

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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