Future Stores 2018

May 16-May 17, 2018

Hilton London Tower Bridge

Contact Us: 44 0 (20) 7368 9894

Agenda Day 2

Monetising Bricks and Mortar

8:00 AM - 8:45 AM Registration And Coffee

8:45 AM - 8:50 AM Director's Welcome Address: Lucy Bradley, Editorial Director, WBR

8:50 AM - 9:00 AM Chairperson's Opening Remarks

Chris Field, CEO, Fieldworks Marketing


Chris Field

Fieldworks Marketing

Creating Destination Stores

9:00 AM - 9:25 AM Board Keynote: Exploring the future of connected retail: How to track market trends and analyse changes in consumer behavior to make more informed decisions when optimising physical shopping experiences

Karen Harris, Managing Director, Intu Digital
  • What is the best approach to increasing customer dwell times to give you more opportunities to engage with consumers and push them along the shopping journey?
  • Exploring the growing trend of miniaturisation of brand stores: How to introduce human-centric interactions that make the physical store your best advertising asset
  • Transforming your store into a key brand advert: How can you form an emotional connection with your target audiences with bricks and mortar to allow shoppers to fully immerse themselves into your brand?
  • Rolling-out destination retail: How can you entice your customers in-store with compelling experiences that reward your shoppers with or without a sale?
  • What is the optimal mix of digital vs human interaction in bricks and mortar and how can you get the balance right to build a desirable
  • shopping environment?


Karen Harris

Managing Director
Intu Digital

9:25 AM - 9:45 AM Fire Side Chat: Building communities around stores: How can you launch stores based on consumers’ wider lifestyle to create retail experiences that perfectly fit into their day-to-day choices?

Kate Nightingale, Consumer Behaviour & Psychology Lecturer, Founder, London College of Fashion, Style Psychology Ltd. David Blakeney, Director of Store Development, House of Fraser
  • Creating social stores: How can you craft store concepts that engage with shoppers on an emotional level to build lasting relationships?
  • How to implement experiences in retail that evoke psychological and emotional reactions from customers and drive deeper connections
  • Moving away from commercial KPIs: How can you measure the true impact of your store based on fulfillment levels of customer wants and needs?
  • How can you integrate more social elements into your store offering and increase your role in generating the surrounding community?


David Blakeney

Director of Store Development
House of Fraser

Kate Nightingale

Consumer Behaviour & Psychology Lecturer, Founder
London College of Fashion, Style Psychology Ltd.

Building Real Brand Engagement

9:45 AM - 10:05 AM Inspirational Case Study: Embracing an experience economy: How to create more compelling concepts for your customers that capitalise on crucial shopping ‘moments’ and get the best out of your store as a true brand beacon

Julien Callede, Founder and COO, MADE.COM
  • How can you develop and build a strong brand DNA for the business from the bottom–up?
  • Defining the role of the store associate in brand promotion: How can you best recruit the right skills and personalities to be the best voice for your brand
  • How can you make the decision to reinvest and reinvent your brand to transform the value proposition for your current customer base and reach new target audiences?
  • Stepping into your customer’s world: How can you work with your customers when creating new and engaging literal spaces to enable you to shape new concepts that truly reflect their needs?


Julien Callede

Founder and COO

10:05 AM - 10:25 AM Innovation Keynote: How to transform your customer experience with new store concepts that turn your shop floor into the ultimate retail destination

Simone Sweeney, VP, Global Retail Development, The LEGO Group
  • Defining the role of the store associate in bringing your brand to life: How can you recruit the best personalities and train the right skillsets to enable your store associates to deliver the ultimate brand experience for your shoppers?
  • Introducing product play in-store: How can you deliver a fun and engaging product proposition to create memorable experiences for your customers around your stores?
  • Recommending relevant products: How can you better leverage customer data to build a more personalised experience for your shoppers around the shop floor?
  • Bringing your brand to life: How can you better understand your customer’s to create memorable moments in-store that fulfil their wider lifestyle needs?


Simone Sweeney

VP, Global Retail Development
The LEGO Group

10:25 AM - 10:45 AM CMO Interview: How can you successfully create and scale digitally driven in-store marketing to provide customers with relevant and engaging content that boosts product sales?

Fredrik Holmvik, CMO, ICA


Fredrik Holmvik


10:45 AM - 11:45 AM Inspirational Speaker: Building an emotional connection with your shoppers: How can you tap into fundamental drivers of human behaviour to drive deeper levels of brand engagement across your customer base?

Guy Smith, Head of Design, Arcadia
  • How can you get closer to your customers to build stronger relationships and increase brand advocacy?
  • How can you provide more relevant and personalised experiences, products and services to build customer trust?
  • How to create a more natural in-store experience that connects with customer’s basic behavioral drivers
  • How can you gain a better insight into the mind-set of your consumers, to provide seamless store experiences that fit into their lifestyle?


Guy Smith

Head of Design

11:05 AM - 11:45 AM Morning Networking Break

Delivering ROI With Customer-Centric Services

Designing Human-Centric Stores

11:45 AM - 12:30 PM Case Study Revolution: Bringing your products to life: How to integrate augmented reality into your store design to elevate the customer experience and stand out in the crowded retail marketplace

Christian Stephan, Head of Innovation Research, Digital Strategy & Transformation, MediaMarktSaturn Retail Group Stefan Schmidhammer, IT Retail Innovation Director, Swarovski
  • How can you bring your store to life with augmented to elevate the customer experience and stand out in an increasingly crowded retail marketplace?
  • Provoking consumer curiosity: How to leverage augmented reality to provide a truly immersive experience for your customers and drive traffic into your store
  • How can you use augmented reality to increase sales speed by allowing your customers to preview products and tailor their own designs in real-time without trialing products back at home?
  • Breaking down buying barriers: How to introduce augmented reality at PoS to increase shopper excitement and encourage emotional commitment to buy
  • How to use augmented reality to make your customers feel at ease at the point of purchase to remove the risk of buying blind


Christian Stephan

Head of Innovation Research, Digital Strategy & Transformation
MediaMarktSaturn Retail Group

Stefan Schmidhammer

IT Retail Innovation Director

Designing Human-Centric Stores

12:30 PM - 1:15 PM Case Study Revolution: Crafting unique shopping concepts: How to capitalise on pop-up shops to create new experiences for your brand fans

  • Personalising your pop-up: How can you integrate customised store features into your pop-up concept to deliver the ultimate in-store experience for your customers?
  • Promoting customer creativity: How can you work with your customers to enable them to design their own personalised products?
  • Bringing your retail offering to life: How can you transform pop-up concepts with technology-driven features that increase product awareness?
  • How can you best develop individual components across your store to create a fully immersive and blended journey?
  • Driving in-house innovation: How can you build an innovation lab within your business to successfully track changing consumer needs and enable agile development of customer-driven product and services?

Embracing Customer- Centric Digital Concepts

11:45 AM - 12:30 PM Case Study Revolution: Turning customer insights into actionable intelligence: How to run advanced analytics on consumer data to align your physical and digital channels and create a truly connected customer journey

Martin Roulund Jakobsen, Head of e-Commerece – Nordics, Carlson Rezidor Hotel Group Martin Roulund Jakobsen, Head of e-Commerece – Nordics, Carlson Rezidor Hotel Group
  • Optimising marketing campaigns: How can you personalise consumer messaging and product recommendations based on historical customer data tracks?
  • Developing a data-driven fan base: How can you employ data analytics to boost customer acquisition rates?

  • Discovering current consumer needs: How can you design an enhanced customer experience based on customer data?

  • Analysing data touch points: How can you use machine learning techniques to help drive real-time customer insights that enable you to join together consumer journeys across your channels?
  • Succeeding in marketing automation: How can you leverage machine learning algorithms to orchestrate the timing and content of messaging for the greatest impact?


Martin Roulund Jakobsen

Head of e-Commerece – Nordics
Carlson Rezidor Hotel Group

Martin Roulund Jakobsen

Head of e-Commerece – Nordics
Carlson Rezidor Hotel Group

Embracing Customer- Centric Digital Concepts

12:30 PM - 1:15 PM Case Study Revolution: Elevating the customer experience: How to leverage interactive digital displays in-store to build a stronger connection between your brand and your customer base

Giovanni Flore, Digital Signage Project Manager, Benetton


Giovanni Flore

Digital Signage Project Manager

Streamlining Store Operations

11:45 AM - 12:30 PM Case Study Revolution: Creating an ultra-convenient in-store environment: How can you implement slick in-store payment methods that enable your customers to achieve their shopping goals at speed?

  • Removing payment barriers: How can you streamline in-store PoS to reduce frustrations at point of conversion that lead to product abandonment?
  • Turning check-out free: How can you empower your customers with mobilised self-payment systems to eradicate checkout queues in-store?
  • Developing digital in-store payments: How can you introduce digital in-store to give your customers more control over their shopping experience and allow them to choose their check out process?
  • How do you design new store formats to support increasingly 'invisible' payment systems?

Streamlining Store Operations

12:30 PM - 1:15 PM Interactive Roundtables: Solving sector specific challenges to optimise your store performance

Roundtable One: Fashion and Apparel
Roundtable Two: Grocery and Convenience
Roundtable Three: Automotive and Luxury goods
Roundtable Four: Toys and Electronic Goods

1:15 PM - 2:15 PM Networking Lunch Break

Blending Online and Offline

2:15 PM - 2:35 PM Spotlight on Retail Innovation: What is the future role of voice controlled devices in the retail market and how can you prepare your business to reap the advantages that voice offers your customer base?

Natasha Toothill, Head of Enterprise, Amazon


Natasha Toothill

Head of Enterprise

2:35 PM - 3:00 PM Fire Side Chat: Collaborating with pure play: How can retailers work effectively with online marketplaces to boost their brand voice across multiple markets and drive footfall?

Ian Plummer, Director, Manufacturer and Agency, Auto Trader Ted Hettich, CSO, Fruugo
  • How can you boost your online presence via digital marketplaces to access new customer markets and develop new revenues stream for the business?
  • Building retail partnerships: How can you communicate your brand voice across companies as well as across customer channels to get to know your target customer even better?
  • How can online marketplaces and physical high streets work in harmony with complimentary services as the next phase of omni-channel continues to develop?
  • How can you optimise your online proposition for optimal performance on an online marketplace to make the most of digital distribution networks?


Ian Plummer

Director, Manufacturer and Agency
Auto Trader

Ted Hettich


Embracing New Industry Game Changers

3:00 PM - 3:30 PM Case Study Revolution: Capturing future profitability opportunities: What is the best approach to analysing changing shopping patterns to ensure you maintain a strong value proposition on the saturated high street?

Leonie Schüssler, Head - Retail Innovations, Cosnova Maximilian Seidel, Think Tank Lead, Cosnova
  • Analysing mega trends: What are the key trends that are set to shape the retail market over the next 10 years?
  • Future-proofing your brand: How can you harness emerging industry trends and build them into your business strategy?
  • How can you identify sub-trends of consumer behavior within wider industry shifts to enable customer-centric innovation?
  • What is the best approach to tracking and harnessing industry trends for your business to further build brand loyalty and secure future success in your market?


Leonie Schüssler

Head - Retail Innovations

Maximilian Seidel

Think Tank Lead

3:30 PM - 3:50 PM Inspirational Case Study: Building the store of the future: How can you blend your digital offering with your in-store experience to exceed the expectations of today’s savvy shoppers?

  • uilding augmented retail: How to blend the experience of luxury shopping with the ease of online buying to create the ultimate in-store experience
  • How can you effectively test and learn in live retail environments to launch new technologies that assist the customer journey?
  • Leveraging customer insights to deliver new concepts: How can you link your customer’s online and offline worlds with their historical data to enhance the retail experience?
  • Meeting the expectations of modern retail: How can you recognise your customer’s early on in their in-store journey to customise their experience?
  • Exploring the journey of clicks to bricks: How can you leverage lessons learned from digital retail and transfer them into your physical store?

3:50 PM - 4:10 PM Oxford Style Debate: True of False: The future value proposition of the multi-brand high street retail is under fire as brands intensify their focus on developing direct to-consumer relationships

Secure your front row seat as the conference room turns into a debate forum. Choose your position in the opening audience vote and then engage with industry experts as they present their motions, question the opposition, defend their point of view and conclude with their closing statements.
Will your opinion change by the closing vote, as you decide who delivered a knockout argument and claims debate victory?

4:10 PM - 4:30 PM Crystal Ball Outlook: Exploring the future of physical retail: What will be the next big game changers in retail that will transform the store of 2028?

  • Taking a futuristic outlook: How will digital be leveraged by stores to keep retail relevant in the new shopping era?
  • How are customer expectations likely to evolve and dictate what will stay in-store and what will be replaced by online channels?
  • How will the role of the store associates change as innovation in bricks and mortar continues to become more digital?
  • How can you innovate in-house in an agile way to continue to identify new channels and opportunities for customer engagement?
  • Which retail technologies and digital tools will become the next game changers for the retail marketplace?

4:30 PM - 4:40 PM Chairperson's Closing Remarks

Chris Field, CEO, Fieldworks Marketing


Chris Field

Fieldworks Marketing

4:40 PM - 4:45 PM Close of Conference