eh@ndel - Blue Business Media

nd
2
Forum
e-h@ndel
STRATEGY
Annual, strategic meeting of the on-line retail
October 23-24, Courtyard by Marriott , Warsaw
MARKETING
and SALES
AMONG INSPIRATORS:
Czesław Grzesiak
Sabina Krupa
Vice President of the Board
Vice President of the Board
Bartomiej
Żebrowski
General Director / CEO
TESCO POLSKA
NEO24.PL
AVANS
Illya Kondratyuk
Wojciech
Tomaszewski
Marlena
Gref-Stefańska
Marketing and E-commerce
Director
Country Marketing
Manager
FACEBOOK
ANSWEAR.COM
C&A ONLINE
Jorij Abraham
Anna Heimberger
Research & Advice Director
Marketing and E-commerce
Director
Paweł
Wojciechowski
Client Partner CEE
E-COMMERCE
EUROPE
CONVERSION
PAYMENTS
CEO
SKLEPY KOMFORT
RAVELO
(WELTBILD.PL)
Sebastian Moleda
Dominik Kaznowski
Robert Schütze
Operational Director
Proxy Representative of the
Board
Country Manager
KOMEX SA (5.10.15.)
GRUPA PWN
ZALANDO.PL
LOGISTICS
www.forum-e-handel.com
2nd Forum
e-h@ndel
THE WORD OF INTRODUCTION:
THE E-TRADE FORUM IS:
We are going to meet for the second time already, during the e-Trade Forum, in order
to share the most efficient ways to enhance e-store efficiency among those
responsible for its management strategy. The previous year edition confirmed the
objective of the meeting was right: the retail needs its own, dedicated platform to
be stimulated and inspired for further development.
The only such market meeting of the on-line retail – CEOs and E-commerce
Directors of the biggest e-stores will inspire one another and exchange their
experience in the management strategy.
There is a race going on to win customer attention, and solutions they may not
even realise make some win and others loose in this struggle. What matters is the quality of
service and constant efficiency checks. Let us focus, then, on well-proven activities which will
lead us to increased and well-preserved conversion this year.
e-commerce experts, both Polish and international, will present the strategies,
See you all at the meeting,
As usually, we would like to invite you to discussions in small groups,
Katarzyna Klimkiewicz
Project Director
+48 12 350 54 32
PS. e-commerce represents the most dynamically growing area of the Polish retail!
Our Forum is like "food for thought" - a platform where retail leaders meet and exchange their
visions, experience and knowledge
moderated by the best market practitioners – and to an evening cocktail, filled with
individual conversations.
The exchange of good practice represents the most valuable asset of our
meeting – therefore, the following companies would like to invite you to the dialogue:
Zalando, Facebook, C&A, 5.10.15., Weltbild, Sklepy Komfort, Tesco,
Neo24.pl, Avans!
PARTICIPANTS ON THE FORUM:
DURING THE PREVIOUS EDITION...
We gathered
a group of over
100 practitioners ...
tools and the know-how on increasing and maintaining conversion.
…and we came
back to do our work
really inspired!
“Let me thank you very much for this opportunity to participate
in the e-Trade Forum. I would like to congratulate you on the
superb preparation and very interesting topic selection. I hope
you will go on with e-commerce meetings. I strongly
recommend the event to all those who might be interested.”
Ewa Wysmyk
E-commerce Manager
Monnari Trade
…we discussed, asked many question...
... we worked in groups and exchanged contacts
Michał Nawrocki
Cofounder and shareholder
Avans Ecommerce
“The e-Trade Forum was very successful in terms of the topics
and the organisation. All the participants shared their
experience eagerly, simultaneously enhancing their own
knowledge. The contacts we have started bring new
solutions. I do recommend the Forum!”
AGENDA - DAY 1, 23.10.2013
LONG-TERM E-TRADE DEVELOPMENT STRATEGIES
9:30 Registration and morning coffee
10:00 A word of introduction, networking
10:15 DEVELOPMENT PERSPECTIVES FOR THE E-TRADE IN EUROPE
Jorij Abraham, Research & Advice Director, E-COMMERCE EUROPE
•
the most recent report on the purchasing behaviour of the European
•
whom should we learn from in terms of the e-trade
•
the achievements of the best European on-line stores
10:45 Questions and answers session
10:55 STRATEGIES OF ENHANCING THE ON-LINE SALES COMPETITIVENESS
PANEL DISCUSSION OF CEOs
Sabina Krupa, Vice President of the Board, NEO24.PL
Bartłomiej Żebrowski, General Director / CEO, AVANS
Czesław Grzesiak, Vice President of the Board, TESCO POLSKA
•
securing the increased competitiveness to attract the customer today and in one-year time
–
using the customer behaviour data when planning the long-term perspective development
–
the development and the role of the m-commerce in internet transactions
–
click and collect – modern logistics?
•
what are the current barriers in front of the on-line sales
11:35 Coffee break
11:55 EFFICIENCT E-STORE DEVELOPMENT STRATEGIES – INSPIRATIONS BY ONE OF THE BIGGEST EUROPEAN E-STORES
CASE STUDY Zalando in European and Polish markets
Robert Schütze, Country Manager, ZALANDO.PL
•
key success factors – from the marketing to the services we offer
•
examples of the local adaptation
12:25 Questions and answers session
12:35 Lunch
13:35 WHICH PROCESSES ARE WORTH AUTOMATION AND THE EFFECTS THEY MAY BRING?
We are expecting a confirmation from the speaker
•
service outsourcing: logistics and accounting, marketing, sales
•
the role of the CRM and the Call Centre when developing your e-store
•
model outsourcing and in-house in practice
13:55 STRAIGHT AHEAD OF US: DIRECTIVE 2011/83/EU BY THE EUROPEAN COMMISSION. THE DIRECTIVE OF THE EUROPEAN
PARLIAMENT AND OF THE COUNCIL ON CONSUMER RIGHTS, COMING INTO FORCE AS OF JUNE 13, 2014
Paweł Litwiński, PhD, Attorney, Partner, BARTA LITIWŃSKI, KANCELARIA RADCÓW PRAWNYCH I ADWOKATÓW
what does the new consumer directive mean in practice for e-stores?
•
•
the draft Polish implementation of the directive – where are we now and what is there ahead of us?
•
an open question to an expert: the interpretation of the most unclear provisions
14:55 Coffee break and splitting into topic tables
15:15 TOPIC TABLES
Are small-group meetings, aiming at the active input by all the participants and discussions to answer the most pending
questions. The number of slots is limited. The first come, first served rule applies!
INCREASING THE E-STORE CONVERSION RATE BY MARKETING AND SALES – THE PRACTICE
Anna Bogdańska, Independent expert, former CEO Merlin.pl
ways of increasing the conversion rate of an on-line store
•
•
how do you enhance the conversion and for how long?
•
maintaining the conversion rate
FAST, SAFE AND GOVERNED BY CLEAR RULES – THE BEST RECIPE FOR EFFICIENT DISRRIBUTION
We are expecting a confirmation by our partner
•
avoiding the most common logistic mistakes committed in on-line stores – long delivery times or rough return
and complaints service
•
measuring the influence of logistics on the improved functioning of an e-store
FUTURE PAYMENTS IN THE ON-LINE STORE – WHAT DO OUR CLIENTS EXPECT?
We are expecting a confirmation by our partner
the payments preferred by our clients – let us exchange some information
•
•
what should be paid attention to while implementing various payment systems?
•
what is going to be popular (indispensible) in one-year perspective?
•
credit cards and the mobile – are they going to gain popularity in Poland?
FROM THE OFF-LINE TO THE ON-LINE – GETTING READY WITH YOUR E-STORE
We are expecting a confirmation by our partner
the idea behind your store
•
•
choosing a platform and designing your store functionalities
•
promotion, marketing and customer service
•
service outsourcing – when is it worth doing?
•
how much does it cost?
•
discussion on participants' experience
16:15 SPONSOR OF THE COCATIL:
an excellent opportunity to exchange opinions among practitioners in an informal atmosphere
17:15 The end of the day I of the Forum
www.forum-e-handel.com
AGENDA - DAY 2, 24.10.2013
ACTIVITIES AFFECTING THE CONVERSION RATE INCREASE – MARKETING & SALES
9:30 Registration and a greeting
13:00 Lunch
14:00 CONVERSION – WHAT CAN WE DO ABOUT IT? MARKETING CAMPAIGNS TO BOOST THE INTERNET STORE SALES
CASE STUDY C&A ONLINE
10:00 EFFICIENT RECOMMENDATION – HOW MUCH IS A RECOMMENDATION WORTH?
CASE STUDY Facebook
Illya Kondratyuk, Client Partner CEE, FACEBOOK
•
transforming brand fans into loyal customers
•
strengthening the “striking power” of your current fans
•
selling by FB? Effects of actions
10:30 Questions and answers session
Marlena Gref-Stefańska, Country Marketing Manager, C&A ONLINE
•
e-mail marketing + newsletter – sending the right message to a woman
•
optimising a display campaign
•
promotional activities to increase the sales – case study
14:30 Questions and answers session
14:40 Coffee break
10:40 EFFICIENT WAYS OF INCREASING THE E-STORE CONVERSION RATE
We are expecting a confirmation from the speaker
•
ways to use the customer behaviour data when planning your e-store development in a given time perspective
•
the quantitative and the qualitative data – integrating the two
•
the way the data influence the choice of tools; is there any guarantee of success and why should we apply
the customer activation and customer acquisition tests at all?
11:10 Questions and answers session
THE INFLUENCE OF A SMOOTH DISTRIBUTION ON BETTER STORE COMPETITIVENESS
14:55 FAST AND SAFE – ACHIEVING A BETTER INTERNET STORE EFFICIENCY
CASE STUDY www.51015kids.eu
Sebastian Moleda, Operational Director, KOMEX SA (5.10.15.)
11:20 WAYS OF INCREASING THE SALES VOLUME IN YOUR INTERNET STORE BY THE OPTIMISATION
OF THE EXISTING VISTIS
•
a smooth product distribution after purchase, the influence on customer satisfaction after visiting the internet store
•
which logistic model should we choose and why? The cost vs. the profit
CASE STUDY ANSWEAR.COM
Wojciech Tomaszewski, Marketing and E-commerce Director, ANSWEAR.COM
helping the abandoned customer basket transactions
•
increasing the conversion rate
•
building the customer loyalty – examples from the fashion industry
•
11:50 Questions and answers session
•
improved efficiency – how do we measure it?
15:25 Questions and answers session
15:35 YOU ORDER TODAY, YOU HAVE IT TOMORROW. THE MECHANISM BEHIND A PROMPT AWARD OR THE IMPORTANCE OF
E-COMMERCE LOGISTICS
CASE STUDY Weltbild.pl
12:00 Coffee break
12:20 WHAT CAN (MUST) THE MARKETING AND SALES DEPARTMENTS DO IN ORDER TO SECURE THE ON-LINE
AND THE OFF-LINE ACTIVITIES SYNERGY
Anna Heimberger, Marketing and E-commerce Director, SKLEPY KOMFORT
Dominik Kaznowski, Proxy Representative of the Board, GRUPA PWN
Illya Kondratyuk, Client Partner CEE, FACEBOOK
challenges and objectives in front of marketing and sales departments in achieving the channels synergy
•
reefs and avoiding them – what do we usually stumble over?
•
the expected influence of the m-commerce and the f-commerce channels on the increase in sales volumes
•
Paweł Wojciechowski, CEO, RAVELO (Managing Director, Weltbild.pl store)
•
competition at the time of a fierce price war
•
delivery problems – an open field to compete
•
attracting vs. retaining the customer – making good impressions
•
your image – customer opinions on-line
16:05 Questions and answers session
16:15 The end of the Forum, certificates
Blue Business Media with Sapphire Ventures and Centrum EXPO XXI are part of Sapphire Group,
the organizer of professional industry and consumer fairs and events in ConfEx formula (fair and conference).
2nd Forum
APPLYING TO PARTICIPATE:
e-h@ndel
The participation fee for the 2nd Forum on e-trade amounts to:
2995 PLN
+ 23% VAT
3495 PLN
+ 23% VAT
3995 PLN
+ 23% VAT
with the application
with the application between
with the application after
by 13 IX 2013
14 IX and 4 X 2013
4 X 2013
Should you have any questions
regarding the participation or conditions
Find out
more about
group
rebates
Feel free to contact me:
Anna Banaś
Head of Sales
+48 12 350 54 06
[email protected]
Application conditions and registration can be found here:
www.forum-e-handel.com/zglos-udzial
Can your Company provide the added value to the business practice of Forum Participants?
Can your solutions and services support positive changes in their companies? Become a Partner to the Forum and present your offer and solutions!
Feel free to contact me:
Find out about the new, unusual solutions we have
developed especially for PARTNERS to our FORUM
Anna Chrobot
B4B Communications Manager
+48 22 256 70 35
[email protected]
Professional Patron:
Main Partner:
Partner:
Media Patrons:
ND
THE 2 E-TRADE FORUM WILL GET INSPIRATION FROM:
Czesław Grzesiak, Vice President of the Board
TESCO POLAND
Illya Kondratyuk, Client Partner CEE
FACEBOOK
NEO24.PL
In charge of the creation marketing strategy for all the companies of the NEONET Capital
Group.
In marketing and management for over 10 years. In the e-commerce sector for over 7 years, in
NEO24.PL since its creation.
Wojciech Tomaszewski, Marketing and E-commerce Director
In charge of the development and efficient implementation of company marketing activities,
marketing projects management, also regarding the e-commerce area.
A manager with a huge experience in the retail sector.
Marlena Gref-Stefańska, Country Marketing Manager
ANSWEAR.COM
After the decision of German owners of Weltbild to withdraw from the Polish market responsible
for the creation of Ravelo – a store operator for Weltbild.pl, at present part of the PWN group.
The Marketing Director at Weltbild, managing the team of 40 people, coordinating promotional
activities for: the internet store, a chain of bookstores, the product and a publisher's catalogues.
Jorij Abraham, Research & Advice Director
Sebastian Moleda, Operational Director
Almost 20 years of experience in the retail.
The experience gathered while occupying managerial positions in international companies, such
as, among others: VIVARTE GROUPE, NORAUTO i GOSPORT. Since 2007 the Operational
Director in KOMEX S.A. – the owner of children clothes stores of the 5.10.15. brand.
SKLEPY
KOMFORT
Paweł Litwiński, PhD, Attorney, Partner
C&A ONLINE
Dominik Kaznowski, Proxy Representative of the Board
Among her biggest achievements - the development of the C&A internet store and
exceeding marketing and sales targets of the C&A online.
In the on-line marketing for 6 years. In the present company position since April 2012.
Responsible for the sales and marketing strategy of the C&A internet store.
Paweł Wojciechowski, CEO
Robert Schϋtze, Country Manager
Multichannel, eCommerce generalist with 15 years experience, focused on integrating
marketing, business processes and information technology to build online turnover.
In charge of the on-line strategy, the internet store and the marketing of stationary and e-stores.
A manager with several years of experience in the e-commerce /commerce, marketing,
procurement, product and category management sectors. Previously, in the Geant Polska and
the Onet Group, among others.
Anna Heimberger, Marketing and E-commerce Director
AVANS
ZALANDO.PL
Responsible for the introduction and the development of the Zalando company in Poland.
A graduate of the faculty of management and international management at the University of
Mannheim and the Bocconi University in Milan. An experienced strategic consultant.
Providing support to the most important customers of Facebook in the CEE region in their
social media marketing activities.
A marketing expert with over 12 years of experience from Procter & Gamble and McDonalds.
Sabina Krupa, Vice President of the Board
Bartłomiej Żebrowski, General Director / CEO
Behind the transaction of purchasing and managing of the Avans brand and of a chain of
electro stores, to start a robust and developing a retail multichannel format.
In charge of the development of a new multichannel idea of a retail chain with 250 electro stores
and an innovative internet store – www.avans.pl.
In charge of the company development, both in terms of the corporate governance and
other company development processes.
Lawyer. In TESCO Polska since the beginning in Poland in 1995. The Vice President of Lewiatan
Confederation. Member of the Board of the Polish Association of Trade and Distribution (POHiD)
The author and the co-author of numerous scientific and science-related publications, dealing
with the personal data protection, the new technology law and the telecommunications law.
An expert of the Association of Information Security Administrators.
A speaker at conferences, training sessions and congresses discussing the legal matters of the field.
The author of numerous books and sector blogs, academic teacher, winner of many
professional prizes. Awarded the title of the Man of the Polish Internet in 2008.
His professional experience comes from the PZU Group, Agora, Nasza-Klasa portal, among
others. In the PWN Group responsible for the area of new technologies.
RAVELO
(WELTBILD.PL)
More informations:
www.forum-e-handel.com/prelegenci
E-COMMERCE
EUROPE
KOMEX SA
(5.10.15.)
BARTA
LITWIŃSKI
GRUPA PWN