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IRC 2015 PREVIEW The Order

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In the run-up to Internet Retailing Conference 2015 we’re running a series of pieces showcasing the highlights of the event, now in its tenth year. Today our focus is on Stream 3, The Order.

The ecommerce order takes centre stage in stream 3 of Internet Retailing Conference 2015 (IRC 2015). The stream takes as its starting point the idea that the order is the unit of commerce in multichannel. For, more than the sale, it is when an order is placed that operations are driven into action to pick, pack ship and deliver to the point of the customer’s choosing.

Today customers want to know more about their order, tracking and changing as it progresses through the system. Ensuring that routing, decision intelligence and service levels are efficient yet profitable is a challenge for the whole enterprise. This stream investigates new approaches to managing the order, taking in the store, warehouse, web and mobile, while analysing the commercial pressures that are driving this evolution.

The conference opens with a keynote session featuring speakers including Peter Wiliams, chairman of and former chief executive of Selfridges, and Patrick Bousquet-Chavanne, member of the board ad executive director – marketing and international at Marks and Spencer .

Stream 3: The Order then opens with a consideration of the competitive advantage that delivery and fulfillment bring to the leading retailer, and the ways that retailers can manage the operational challenges presented by customer demand for flexible and speedy delivery and collection. Fulfilment and delivery – what’s next is at 11.20am.

Boots multichannel director Robin Phillips takes to the stage next with a consideration of how brands can respond to consumers’ demands for mobile experiences that both work seamlessly and bridge the gap between the store and online. Beyond the shopkeeper – integrating mobile and in-store is at 12.30pm. His session is followed by an hour-long lunch break.

Aaron Chatterley, founder and chief executive of , then discusses appraoches to international markets in his retailer case study. Taking your brand abroad – globalisation, localisation and lessons to learn is at 2pm.

Gaetano Sodo, general manager, global Ray-Ban direct-to-consuner, at Luxottica Group takes the development of a superior customer experience as his subject in a presentation that considers how traders can measure and improve their relationships with those that buy from them. Injecting inspirational into transactional journeys is at 2.35pm.

Martijn Berisen, director, retail, at Google UK is the closing keynote speaker in stream 3. He’ll be asking how retail businesses can best harness the power of technology to ensure a prosperous future. Future ball gazing: technology to futureproof your business is at 4.30pm, and directly follows the sponsor presentation at 3.55pm.

IRC 2015 will be held on October 14 at the Novotel, Hammersmith, London. To find out more or to register visit

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