Close this search box.

Fulfilling the multichannel promise at the eDelivery Conference


In its inaugural year, over 400 retail and logistics professionals from across the ecommerce sector came together last week at the first eDelivery Conference (EDC 2015), held at London’s Hammersmith Novotel, to hear from speakers, delegates, strategists and decision makers from leading companies such as Argos, Sainsbury’s, Royal Mail, Debenhams,, IKEA and M&S and learn about operation complexities and solutions in the logistics and distribution sector.

Visitors to EDC15 included senior operations executives from retail names such as B&Q, House Of Fraser, M&S, Dyson, Deckers Outdoors, Mothercare, Mulberry, O2, Tesco and Urban Outfitters.

EDC-95Ian Jindal, Editor-In-Chief of eDelivery, and host of the Conference, highlighted how: “The eDelivery Conference has proven to be the ‘rosetta stone’ between the hard-iron realities of large-scale operations and the irresistible force of the connected customer. It was planned (and excelled) as a great peer-led educational opportunity to approach the challenges and achievements that underpin the successes addressed by the businesses whose capabilities are admired and emulated in the industry.”

The first EDC, opened with a keynote session that featured a ‘three-note’ presentation from Shop Direct speakers Sam Barton, head of user experience, Colin Watt, director of employee relations and engagement, and Dan Rubel, group strategy and communications director, explaining the importance of collaboration across the company to create a clear and consistent multichannel strategy, along with the need for excellent communication. The threenote also spoke of their firm belief in “fail fast to learn sooner” to help them stay ahead of the curve and their competitors.

The practitioner-led conference later split into streams covering the main topics within the supply chain and how it affects growth, fashion & apparel, and the non-stop sales cycle.

Louise Baker, head of supply chain, Sally

Louise Baker, head of supply chain, Sally

These streams led by Dave Crellin, head of online operations development at Sainsbury’s, Jon Nicholson, head of product management for Royal Mail Parcels; Julien Callede, COO & co-founder of; Alistair Sercombe, head of returns at Debenhams; Louise Baker, head of supply chain at Sally; Andy Brown, central operations director at Argos Stores; Paula Gould, supply chain programme & training manager at VERTU; and Pete Ward, chief executive of the UK Warehousing Association, among others, provided a better understanding of the different stages within the delivery process, and further underlined how honesty, transparency and data is key to meet the expectations of today’s customer – “say what you do and do what you say.”

Retailers and logistics professionals were pleased to see how this new conference especially addressed the concerns the industry has and provided sizable solutions that can improve their performance and drive their growth.

Mat Braddy, brand founder at JUST EAT, said: “It’s interesting to look at eDelivery to discuss the world we’re building and what’s going to happen in the next 10 years.”

Attendees were able to witness not only what innovative solutions and new technologies are coming to the market in 2016 but also what trends and issues they should take notice of to remain at the forefront of the growing industry.

All the videos from the presentations as well as the slides used by the speakers will be shared soon at where visitors can also register their interest for the 2nd eDelivery Conference, which will take place on 11 October 2016.

For testimonials and a feel of EDC visit @edel_conf and look for #EDC15.

Read More

Register for Newsletter

Group 4 Copy 3Created with Sketch.

Receive 3 newsletters per week

Group 3Created with Sketch.

Gain access to all Top500 research

Group 4Created with Sketch.

Personalise your experience on