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Internet Retailing 2011: The Customer

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As internet retailing has matured over the last decade, so too has the customer. Today consumers have high expectations of what they can do and buy online. They expect consistent service, however and whenever they shop. Keeping up with that is challenging. At Internet Retailing 2011, track one of the conference features a strong line-up of speakers who can help retailers get to grips with customer demands.

They’ll be taking to the floor after the conference’s keynote speakers, so far confirmed as Mark Hodginson, digital and financial services director at Asda, and Gavin Sathianathan, head of commerce partnerships at Facebook, make their presentations from 9.30am.

Following their presentations, the conference divides into three tracks. Track One, The Customer, is chaired by Dr Mike Baxter, managing director of Sales Logiq. The first speaker in this track at 11.20am, is Jo Causon, chief executive of the Institute of Customer Service, who will take a look at how customer expectations have changed, and how retailers can adapt to meet them. In particular, she’ll consider how they can work with their employees to deliver customer satisfaction and service.

Next on the stage will be Nick Gassman, manager, user experience and design at British Airways and its website and mobile delivery. He’ll be explaining how analytics help BA to understand how customers experience its website, and as a result make sales-boosting improvements. will then be explaining how it’s successfully used its knowledge of its customers to personalise their experience and boost sales.

After lunch, Richard Evans, director of marketing, EMEA, at Silverpop will then introducing one of his retail clients as they explain how social, mobile, local and email have converged to change the way we now communicate – and how retailers can use that to deliver highly targeted and personal emails.

Then Zaman Ahmad, who handles strategy, innovation and customer experience for AirAsia Berhad, will be considering how the no frills airline is using the latest technology to talk to its customers and potential customers at every stage of their journey.

David Hogg, industry marketing executive at IBM company Sterling Commerce, will then look at the concept of smarter commerce and how companies can use it to put the customer at the centre of their operations.

Finally, track one will be closing with some insights into how has been redeveloped in order to make sure online consumers get the same standards of service and the personalised experience that they can expect in-store.

Next week, we’ll be taking a look at track two of Internet Retailing 2011. You can also find more information, and, until the end of July register for a discounted early bird ticket, by clicking here.

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