Customer Focus

IRX 2017 Mobile First Conference

Ahead of InternetRetailing Expo (2017) and sister event eDelivery Expo we’re running a series of previews and interviews looking ahead to the event. Today the focus is on the Mobile First Conference.

Mobile commerce is growing fast; today smartphones and tablet computers no longer represent a distinct channel but one that crosses boundaries and pervades everything. More retailers are recognising this and moving towards retail strategies that put mobile first. In response, the Mobile First conference, to be held on April 5, asks where the newest and biggest opportunities are for retailers, and how they can deploy the latest technology to gain a competitive edge.

The day starts with a plenary session from Alan Wizemann, vice president, digital product and guest experience at yoga brand Lululemon [IRDX RLUL]. Digital to drive global growth and customer satisfaction is at 9.30am.

Julie Austin, head of ecommerce at Mamas & Papas [IRDX RMPA], is the keynote speaker in the Mobile First Conference. She’ll be addressing ways that businesses can create a mobile experience that brings customers to their website and then keeps them there, winning loyalty now and for the future. Retail commerce anytime, anywhere: connecting the dots between mobile, customer experience and ROI is at 10.30am.

Shehnaaz Chenia, global ecommerce director at The Lego Group [IRDX RLEG], takes centrestage at 11.05am with insights from the brand’s approach to omnichannel selling.

Russ Carroll, sales director at conference sponsor Klarna, then addresses the importance of payments within the mobile experience. He’ll be looking at how a seamless checkout experience can boost conversions and average order values in his sponsor case study. Improving the online payments experience is at 11.40am.

Nick Wilsdon, group SEO lead and channel optimisation, at Vodafone [IRDX RVOD], focuses ways to deploy SEO – search engine optimisation – over mobile devices as retailers and brands look to improve their search results. Understanding how SEO and mobile work together to drive business results is at 2pm.

David Embree, product owner, mobile and guest experience at Lululemon, and Eddie Woffinden, senior ecommerce manager at Arsenal Football Club, join a panel discussion in which they’ll be considering questions from how best to target mobile-only consumers, to how to deliver mobile success, and align mobile with lifestyle, especially around Black Friday. Spinning mobile into gold is at 3pm.

The closing keynote presentation looks at ways of understanding the way that shoppers use mobile, and how insights into their behaviour can help to drive online sales, and what actions return the best results. Mobile is everywhere… do you have what it takes to stand out from the crowd? is at 3.35pm.

The Mobile First Conference, which runs on April 5 is part of the InternetRetailing Expo, which runs from April 5 to 6 at the NEC in Birmingham. To learn more about IRX 2017, its sister conference eDelivery Expo and to register for free, visit and

Attendees can also get a 25% discount on their train fare to the NEC when they book through the IRX or EDX visitor information website.

Mentioned in this piece…




LuluLemon is new to the UK, with a London flagship store just opened, but is an established retailer/yoga brand in Canada. The company has gone about inspiring UK shoppers through a variety of innovative events, from a workout at the Royal Albert Hall to appointing yoga teachers as brand ambassadors. (more…)

Mamas & Papas

Mamas & Papas


Mamas & Papas is a UK-based retailer and manufacturer supplying prams, pushchairs, baby products, furniture and maternity wear. It was established in Huddersfield in 1981 and has grown as a family business to become one of the UK’s top nursery brands. (more…)




LEGO manufactures and distributes a popular line of construction toys. The company sells B2C through its LEGO Stores and web store. (more…)




Vodafone was responsible for the UK’s first mobile call, just after midnight on 1 January 1985. Within 15 years, we were the largest company in Europe – and the largest of our kind anywhere in the world.

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  • InternetRetailing Events