Strategic annual forum
of Polish retail e-Commerce
October 20-21, 2014
Hotel Courtyard by Marriott, Warsaw
3rd FORUM
A competitive and profitable
e-commerce
is
based
on
synchronisation and optimisation
of key operational domains of
e-commerce store.
During this annual Forum we will
provide the representatives of the
Polish retail sector with information,
inspirations and concrete solutions
supporting them in tackling these
challenges!
For more information please
contact:
Katarzyna Klimkiewicz
Project Director
12 350 54 32
katarzyna.klimkiewicz@bbm.pl
e-Commerce Forum is a strategic meeting of persons
responsible for the key operational areas supporting
the development of electronic sales of retail chains and
the producers of FMCG and durable goods operating
or planning to operate both offline and online (bricks &
clicks model).
For 3 years we have been providing the representatives
of the retail sector with the examples of best practices
and concrete tools optimising the development of
e-commerce and thus we support the increase of
revenues for both the retail chains and the producers.
Focus topics:
STRATEGY
eMARKETING
eSALES
LOGISTICS
CUSTOMER
SERVICE
ABOUT THE FORUM
Michał Nawrocki
Director for e-Commerce,
Management Board
Member
Terg (Electro.pl
oraz Mediaexpert.pl)
Mariusz Nowak
e-Commerce
Manager
Tesco
Grzegorz Lipnicki
Vice-President
of the Management Board
Redan, Top Secret
Jakub Jasiński
e-Commerce
Local Leader
Sephora
Qaalfa Dibeehi
Vice President
Forrester Research (UK)
Bartosz Lewiński
e-Commerce Operations
Coordinator
TOYS “R” US Poland
Jared Blank
Vice President
e-Commerce
Tommy Hilfiger (USA)
Dorota Tylek
Specialist for marketing
and e-Commerce
Fandago (Greenpoint)
Czesław Grzesiak
Vice-President
Tesco
Marc Rietbrock
Head of e-Commerce
ORSAY (Niemcy)
FORUM INSPIRATORS
Tomasz Ślaskowicz
Sales Director
BEKO
Jose Villamil
Director for e-Commerce
POLAND
Decathlon
Stanisław Krzaklewski
Director of Internet Project
Alma.24.pl, Alma Market
Jarosław Sokołowski
e-Commerce Manager
Neckermann Polska
Biuro Podróży
Andrzej Ptasik
Head
of Transport & Customs
ORSAY
Marcin Gadulski
President
of the Management Board
MM Brown Polska
Michał Walczyński
Senior specialist
for e-Commerce
Samsung Electronics
Polska
Tomasz Mazur
e-Retail Manager
Danone
Paweł Wojciechowski
Former Managing Director
RAVELO
Łukasz Zawolski
Director for Internet Sales
Piotr i Paweł
FORUM AGENDA
Day 1, Monday, October 20
Moderator:Paweł Wojciechowski, former Managing Director, Ravelo
9:00 Registration, morning coffee
9:30 Greeting the participants, networking
DEVELOPMENT DIRECTIONS OF POLISH ONLINE RETAIL
PLENARY SESSION
9:45 The Importance of Customer Experience in eCommerce
· what is special about customer experience in eCommerce
· what are the elements of good CX in eCommerce
· how companies are doing it
· what are some key trends
Key Speaker: Qaalfa Dibeehi, Vice President, Forrester Research (UK)
10:25 Q&A session
10:35 The Importance of Data in Display Advertising
· how does the change in consumer behavior impact your way of doing marketing?
· why shouldn’t we talk about Big Data, but Data that matters?
· how can you leverage Data successfully in Performance Advertising?
· Case study: How Sklep Presto benefits from data-driven Performance Advertising
Dirk Henke, Managing Director Eastern Europe & MEA, Criteo
Łukasz Kozłowski, Vicepresident E-commerce, Presto Shop
10:55 Q&A session
11:00 Coffee break
11:20 Where is the Polish online retail now and what will be its position next year –panel discussion of CEOs
· challenges for retailers starting their activity online
· what will the online retail look like in omnichannel era in a year
· what is the future and what’s happening now already
· how to ensure the synergy of offline and online retail
Experts:
Czesław Grzesiak, Vice-President, Tesco
Grzegorz Lipnicki, Vice-President, Redan
Michał Nawrocki, Director for e-Commerce,
Management Board Member, Terg (Electro.pl, Mediaexpert.pl)
Przemysław Schmidt, Member of the Board, Czerwona Torebka Group, owner of Merlin.pl
Moderator:
Paweł Wojciechowski, former Managing Director,Ravelo
11:55 Q&A session
12:10 Lunch
13:10 Optimum logistics, i.e. selection of a delivery method
· impact of own store chain on development and growth of click & collect, mutual benefits resulting from this strategy and threats related to tracking the delivery in the distribution channel
· door-to-door courier deliveries vs. delivery to parcel shop
· logistics as “a virtual seller/last point of contact between the product and the client” – impact of logistics on the image of e-commerce
Andrzej Ptasik, Head of Transport & Customs, ORSAY
13:40 Q&A session
13:10 Selling abroad – i.e. everything about the expansion of e-store
· challenges and threats related to starting business in “a new” country
· how to meet the expectations of new clients
· logistics and customer service abroad
· how to manage the price policy on different markets with “open borders”
Marcin Gadulski, President of the Management Board, MM Brown Polska
13:40 Q&A session
LOGISTICS AND CUSTOMER SERVICE AT E-STORE
Moderator: Michał Nawrocki, Director for e-Commerce, Management Board Member, Terg
MARKETING AND SALES AT E-STORE
Moderator:Paweł Wojciechowski, former Managing Director, Ravelo
PARALLEL SESSIONS
13:50 The role of customer service in the development of online store
· the objectives set for customer service staff
· specification of contact via phone and email
· customer’s loyalty in e-business
Dorota Tylek, Specialist for Marketing and e-Commerce,
Fandango (Greenpoint)
14:20 Q&A session
14:30 Coffee break
14:45 Quality of customer service: measurement, development and impact on the image of e-store – panel discussion
· key criteria for the assessment of the store: products availability, quality of delivered products, timely deliveries
· how to measure the quality of service and its impact on online sales
Experts: Mariusz Nowak, e-Commerce Manager, Tesco
Stanisław Krzaklewski, Director of Internet Project,
Alma.24.pl, Alma Market
Moderator: Michał Nawrocki, Director for e-Commerce, Management Board Member, Terg
15:15 Q&A session
15:25 Optimization of the payment process for reducing the time of shipping and new opportunities for online payments
Jacek Kinecki, Sales Manager, Przelewy24
Piotr Pawlak Specialist Sale, Przelewy24
15:45 Q&A session
15:55 How to measure the impact of delivery & customer service on the improvement of the e-shop
· how customer service translates into purchases
· how e-delivery translates into e-sales
· KPI
Jose Villamil, Dyrektor e-Commerce POLSKA, Decathlon
16:25 Q&A session
13:50 How to sell without selling, i.e. what is marketing automation, Case study Eurolot
· are marketing automation category systems just a more advanced tool for sending emails
· dynamic content generation, example of Eurolot
Jarosław Sokołowski, Lecturer,L. Koźmiński Academy,
e-Commerce Manager, Neckermann Polska Biuro Podróży
14:20 Q&A session
14:30 Coffee break
14:45 Robots in marketing and drones replacing couriers vs today’s e-commerce reality
· real life examples of email marketing automation in e-commerce
Maciej Ossowski, Director of Education & CEE Business Development,Implix
15:15 Customer relations is everything for e-Commerce
· building customer relations – loyalty in the e-store
· how to improve e-customer satisfaction with the support of innovative technology
· how to build synergy
Michał Pieprzny, Managing Director, Loyalty Partner Poland,PAYBACK
Grzegorz Marczak, Senior Digital Manager, LoyaltyPartner Poland,PAYBACK
15:45 Q&A session
15:55 We invite you for the parallel session
16:35 Coffee break and division of participants into focus tables
16:55-17:55FOCUS TABLES:
These are meetings in smaller groups, whose purpose concerns active involvement of the participants and discussions leading to answers to most
pressing issues. Each participant will choose a topic he/she is most interested in. The number of table participants is limited – decided on first come first serve basis.
18:00 Cocktail & networking – excellent opportunity to share opinions in an informal atmosphere and a place of meeting between the retail chains and producers
19:00 End of day 1 of the Forum
Usability in e-commerce -case study of ANSWAER.COM
Wojciech Tomaszewski, Marketing and e-commerce Director, WearCo, ANSWEAR.com
3
The role of e-customer service in conversion increase – discussion Bartosz Lewiński, E-Commerce Operations Coordinator,
TOYS ”R” US Poland
1
Email 3.0. How to save 20% of transactions in your online shop
Thomas Pakulski, Director of Marketing and Sales, EmailLabs
Mobile aspects of e-store – costs, implementation period, effects
Dominik Kaznowski, Grupa PWN
2
FORUM AGENDA
Day 2, Tuesday, October 21
Moderator: Paweł Wojciechowski, former Managing Director, Ravelo
9:00 Registration, morning coffee
9:30 e-Shop in multi-channel sales strategy – perspectives and risks
· the role and place of the e-shop in the sales strategy across multiple channels
· how to ”develop” e-shops from the omnichannel perspective
Key Speaker: Marc Rietbrock, Head of E-Commerce,
Orsay (GERMANY) 10:00 Q&A session
10:10 Replatforming Your Ecommerce Site Does Not Need to Be Painful Case study Tommy Hilfiger
· how to choose a platform provider
· how to manage communications with the senior executive team
· who are the 2 people you must hire to ensure the project is a success
Key Speaker:Jared Blank, Vice President E-Commerce,
Tommy Hilfiger (USA) 10:40 Q&A session
10:50 Coffee break
11:10 How to be “premium” in Polish e-commerce Case study Sephora
· is there a room for quality players on Polish e-commerce market
· non-price competition – example of Sephora
Jakub Jasiński, e-Commerce Leader,Sephora Polska
11:40 Q&A session
11:50 The New Mobile Commerce: Blurring The Line Between Online and Offline Payments
· future of online payments
· potential of mobile commerce for the real world
· one-click payments – make it simple
Trayan Nikolov, Dyrektor Pionu Rozwoju Produktów,PAYU
12:10 Q&A session
12:15 Lunch
13:15 Cooperation: producer-online chain – panel discussion
· how can the producer support e-commerce
· key aspects of cooperation: producer’s expectations vs chain’s expectations
Experts:
Stanisław Krzaklewski, Director of Internet Project,
Alma.24.pl, Alma Market
Michał Nawrocki, Director for e-Commerce, Management Board Member, Terg
Tomasz Mazur, e-Retail Manager, Danone
Tomasz Ślaskowicz, Sales Director, Beko
Michał Walczyński, Senior e-Commerce Specialist,
Samsung Electronics Polska
Moderator:
Paweł Wojciechowski, former Managing Director, Ravelo
13:55 Q&A session
14:05 New responsibilities for online retailer
· a new consumer directive - revolution or evolution?
· key challenges for e-stores
· an open question to an expert: the interpretation of the most unclear provisions
Pawel Litwiński, PhD Attorney, Partner BARTA LITIWŃSKI, KANCELARIA RADCOW PRAWNYCH I ADWOKATOW
14:40 Summary of 3rd Forum and drawing of free participation in 4th Forum
14:50 End of 3rd e-Commerce Forum
