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Black Friday 2020 was impacted by the second lockdown in England, leading to a huge surge in online ordering right across November.

Now, as the pandemic restrictions appear to be nearing an end, the peak trading period is coming into focus once again. At this two-day virtual event, we’ll consider plans for Black Friday and peak, looking at insight around launch dates, discounting patterns, the types of campaigns retailers run and our expectations for peak trading in 2021.

Register for IMRG Virtual Data Summit 2021 >

 

Agenda

THEATRE SPONSOR - EMARSYS



09:30 - 09:40: What were the sales patterns from Black Friday 2020? - Matthew Walsh, Director of Data and Retail, IMRG


Which categories recorded the strongest demand, and how was the sales growth distributed across the various types of retailer?




09:40 - 09:50: What type of Black Friday Retailer are you? - Spencer Davies, Client Development Director, Epsilon


In this session you will find out what the best strategy is for Black Friday. Is there such a thing as going too early? And are new customers acquired during Black Friday a valuable asset to your business?




09:50 - 10:05: Retail Q&A with Matt Pollington, Director of Marketing Performance, MADE.com



10:05 - 10:25: Panel: Insight to inform your Black Friday campaigns - James Bentley, UK Strategy Director at Awin, Mike Barclay, GM for Europe at MoEngage, Ben Lax, Global Head of Marketing at SaleCycle and Holly Williams, Senior Account Director at Epsilon


  • How did retailers build successful campaigns in 2020?
  • Which elements stood out best?
  • How should they approach their 2021 campaigns?
         

10:25 - 10:35: Ready for the holiday season? Find out the missing part of your ecommerce strategy Pt 1 - Olivia Gates & Michael Sankey at Avalara

Is your business holiday-ready? Multi-channel marketing, payment platform, logistics, and special offers all set? Of course they are ….but there’s one part of the ecommerce jigsaw that can be an afterthought for online retailers that trade internationally -  often resulting in paying too much tax, fines and a poor customer experience.

Join the two-part session where Oliver Gates and Michael Sankey from Avalara will take you through the five 5 steps you need to take to enhance the buyer experience, reduce the risk of audits and fines, drive efficiency and cost reduction and accommodate growth and change.



10:35 - 10:45: Learning from Black Friday 2020 - environmental messaging - Andy Mulcahy, Strategy and Insight Director, IMRG

For the past two years IMRG have tracked the number of retailers using environmental / sustainability messaging (such as 'Green Friday') for their campaigns. How have the number of participating retailers grown, and does it have any impact on sales growth?



10:45 - 10:55: Get ready for peak season - Keli Sandeman, Sales Manager at ACI

With online purchases continuing to rise, we look at how you can prepare for peak season sales

10:55 - 11:05: Learnings from Black Friday 2020 - information and countdown clocks - Andy Mulcahy, Strategy and Insight Director, IMRG

What impact did the various types of messaging on retail sites have on conversion and spend, and to what extent does using urgency messaging (such as countdown clocks) boost it?



11:05 - 11:15: Report Insight with Lockton - Michael Kay, Head of Client Services, Lockton and Andrew McClelland, Head of Insight, Consultant at IMRG
As we approach peak, this best practice report investigates how to mitigate risks due to; fraud, supply chains when warehouses are struggling for space and environmental considerations. 



11:15 - 11:30: Retail Keynote Q&A - Victoria James, Senior Online Trading Manager, Boux Avenue

Attend this session to find out how Boux Avenue approach their Black Friday strategy, looking at shifts in customer behaviour and channel mix during the peak trading period. 



11:30 - 11:40: Stand out or Miss out - Owen McCabe, VP eCommerce, Capgemini

Just because everyone else will be wearing black this November does not mean you have to blend in. In this session Owen takes a quick look at how retailers and digital native brands from around the world add their own touches to make black work for them and shares the key principles from Capgemini’s work in this space to ensure you stand out from the crowd and deliver on your objectives.



11:40 - 12:05: Panel: Achieving operational efficiency during peak trading hosted by Bobbie Ttooulis, Group Marketing Director at GFS, with panellists - Callum Campbell, CEO at Linnworks, Ben Kaye, Businesss Development Manager at Mintsoft, Matthew Furneaux, Global Commercial Director at Loqate and Kirsty Bell, Head of Marketing EMEA at Forter.

  • What areas of the the site experience should retailers focus on?
  • Are we better equipped to handle peak volumes logistically following the pandemic?
  • What about the post-purchase customer experience?

      

12:05 - 12:15: How has the share of spend across Black Friday week changed? - Matthew Walsh, Director of Data and Retail, IMRG

Looking at the past few years, how has the share of sales fallen across the weeks of November, and the days of Black Friday week itself? How will that change in 2021?



THEATRE SPONSOR - GOPHR



09:30 - 09:40: Are discount rates getting bigger or smaller? - Matthew Walsh, Director of Data and Retail, IMRG


How did the rate of discount offered by retailers change between 2019 and 2020, and how does that vary by type of discount (site-wide, up-to a certain percentage etc)?




09:40 - 09:50: Ready for the holiday season? Find out the missing part of your ecommerce strategy Pt 2 - Olivia Gates & Michael Sankey at Avalara

Is your business holiday-ready? Multi-channel marketing, payment platform, logistics, and special offers all set? Of course they are ….but there’s one part of the ecommerce jigsaw that can be an afterthought for online retailers that trade internationally -  often resulting in paying too much tax, fines and a poor customer experience.

Join the two-part session where Oliver Gates and Michael Sankey from Avalara will take you through the five 5 steps you need to take to enhance the buyer experience, reduce the risk of audits and fines, drive efficiency and cost reduction and accommodate growth and change.




09:50 - 10:05: Retail Keynote Q&A - Kieron Smith, Digital Director, Blackwell's


Attend this session to find out how a book retailer approaches Black Friday, in a category where some have tried to resist the discounting event to the point of organising alternatives. 




10:05 - 10:25: Panel: How retailers should be looking at the first true Omnichannel Black Friday - Bobbie Ttooulis, Group Marketing Director at GFS, Brian Hennessy, Cofounder & CEO at Talkoot and Ed Stonestreet, VP Sales EMEA at Elastic Path


  • How will the offline and online balance resettle?
  • Should retailers look to drive footfall?
  • Should they primarily use stores for fulfilment purposes instead?

     

10:25 - 10:35: How to build consumer brand relationships during peak using one to one marketing, making sure they come back next Black Friday - David Simms, Director, Business Development at Epsilon



10:35 - 10:45: When will discounting campaigns launch in 2021? - Matthew Walsh, Director of Data and Retail, IMRG

How has the launch date for retailers' Black Friday campaigns changed in recent years, how does it compare against standard discounting campaigns in November, and when will they launch this year?



10:45 - 10:50: Quickfire presentation - Ffion Thomson, Senior Business Development Manager at Trustpilot

Join Trustpilot as we take a look at our platform data from the past two Black Friday's and consider what we may expect to see this year. We'll also discuss a few ways in which your business can best prepare so that you can see great ROI and happier customers in the busy upcoming shopping season


10:50 - 10:55: Driving customer loyalty in a digital era - Payal Hindocha, Vertical Product Marketing Lead at Emarsys


10:55 - 11:05: Expectations for Black Friday 2021 pt 1 - Matthew Walsh, Director of Data and Retail, IMRG

In this sessions we will analyse how online demand has been impacted by the continued loosening of COVID restrictions, and look ahead to how the overall market may perform during peak this year.



11:05 - 11:15: 'Local is the New Global’ - Patrick Eve, CCO at Gophr

A brief Introduction to some of the trends Gophr is witnessing around same-day and ship from store delivery for Peak 2021.


11:15 - 11:30: Retail Keynote Q&A - Turning Black into Green - James Robinson, Head of Conversion Rate Optimisation, Sofology

Attend this session to find out the strategic thinking behind avoiding the traditional approach to Black Friday - ie heavy discounting - and instead focusing on Green Friday. How do customer respond to this type of campaign?



11:30 - 11:50: Panel: Techniques for customer acquisition and retention with Nicholas Taylor, Account Manager at Melissa Data, Russell Loarridge, Director at ReachFive and Oana Dereli, Director of Business Development at OSF Digital

  • What approaches should retailers take to acquire new customers?
  • How should they approach different customer segments?
  • How can retailers retain customers acquired during Black Friday?

    

11:50 - 11:55: Why and How Should a Brand enter a Marketplace? - Brad Houldsworth, Head of Product at Remarkable Commerce

With marketplaces accounting for 62% of all global online retail sales (digital commerce 360) during 2020 – entering them has become an essential strategy for many brands. But the how and why can often seem daunting. In this session we delve into why it’s important to pick the right marketplace and how you can build a successful operating model to achieve this.



11:55 - 12:00: Why Click & Collect should be part of Black Friday delivery options - Gary Carlile, Senior Vice President, Global Strategic at nShift



12:00 - 12:10: Expectations for Black Friday 2021 pt 2 - Matthew Walsh, Director of Data and Retail, IMRG

In this sessions we will analyse how online demand has been impacted by the continued loosening of COVID restrictions, and look ahead to how various product categories may perform during peak this year. 



Keynote Speakers

  • Victoria James

    Victoria James

    Senior Online Trading Manager | Boux Avenue

  • Kieron Smith

    Kieron Smith

    Digital Director | Blackwell's

    Kieron is a professional bookseller with over 20 years book trade experience, including WHSmith Retail, establishing the Ottakars.co.uk website in 1999, heading up the web offering at Bertelsmann's Book Clubs in the UK and operations at Methven's Booksellers, followed by three years outside the industry at Europe's leading video games website GAME.co.uk. Head of online for Waterstone's in 2006-7 and then MD of international bookseller The Book Depository (now an Amazon company) for five years. He joined the UK’s leading Independent Bookseller, Blackwell’s, as Digital Director in 2015. Kieron is also a published author, his book The Politics of Down Syndrome (Zero Books) published in 2011.

  • Matt Pollington

    Matt Pollington

    Director of Marketing Performance | MADE.com

    A passionate media and technical marketing specialist, Matt has 15 years’ experience delivering customer growth across retail and fashion. As Director of Performance Marketing at MADE.COM, Matt leads the brand’s global growth strategy through customer acquisition, retention and experience optimisation. Before joining MADE, Matt held marketing leadership roles at Sky, Net-A-Porter and Sainsburys Argos, where he was instrumental in the digital and media transformation of general merchandise and fashion marketing functions. Matt is an advocate for ISBA as Chair of the Future Operating Model group, and an active mentor for emerging talent in media through Bloom and MentorForGrowth.

  • James Robinson

    James Robinson

    Head of Conversion Rate Optimisation | Sofology

Key Takeaways:

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Implement proven ideas from leading retailers and enhance your

eCommerce strategy, as we approach the busiest period of the year.

 

 

Empower your team to improve every aspect of your peak period campaign, 

through access to exclusive data from last year and insight into this year.

 

Data Summit

 

Discover where you should focus your efforts and how you should hone

your expertise, to ensure you implement winning strategies that ensure success.

 

 

 

Headline Sponsors:
  • Epsilon
  • Avalara
Event Sponsors:
  • Lockton

Register Below

Event Date 16th Sep 2021 to 16th Sep 2021
Event Time 09:30 - 12:30
Location Online

Headline Sponsor

Headline Sponsor