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IRX 2015 PREVIEW The mobile conference

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We’re running a regular series of previews ahead of Internet Retailing Expo (IRX 2015) focusing on different aspects of the events and speakers. Today our focus is on the Mobile Conference.

Mobile is the key driver beyond ecommerce growth. Shopping over smartphones and tablet computers is becoming hugely popular with customers, while the desktop and laptop are no longer as dominant as they were. In the last four years, according to IMRG figures, m-commerce’s share of online has grown 4,000%, with 37% of online sales taking place over a mobile device in the third quarter of 2014. All this means that m-commerce is now very firmly in the mainstream: retailers need to respond, and fast, as shopping evolves.

The Mobile Conference at IRX 2015 will look at how and why retail is changing in the light of mobile device use, and how retailers can respond in order to stay ahead of the game.

“Hear how retailers are generating sales on mobile and tablet devices and through transactional mobile sites and apps, how personalisation and mobile advertising are being used to increase footfall in physical and digital spaces and what’s on the horizon for mobile retail,” said conference director Lisa Ploude.

The Mobile Conference opens with a keynote address from Lysa Harding, chief marketing officer at NBTY Europe. Harding will take a look at the obstacles that lie in the way of those aiming to make mobile pay for them. Her presentation, Turning mobile into money – key challenges and best practices is at 10.30am in Theatre 3 at IRX 2015, on March 25.

Nish Kukadia, chief executive of then takes centre stage. He’ll be considering how to turn smartphone and tablet browsers into paying customers. Converting mobile traffic into sales is at 11am.

Annabel Kilner, UK country manager at , discusses ways of bringing stores and online together in her presentation. Harmonising bricks and clicks is at 11.30am. This is the final presentation of the morning, and is followed by a break for lunch.

Jo French, head of online at Monsoon Accessorize , is the first speaker after lunch. French will explore how getting to know customers through their devices can foster closer working relationships. Mobile as a gateway to increased personalisation is at 1.15pm.

The conference then brings speakers together for a panel discussion. The highs and lows of mobile technology are under scrutiny by Chuck Cantrell, head of ecommerce solutions at Clarks , and Sam Hill, head of architecture at Tesco . The discussion, Mobile technology – the good, the bad and the ugly, is at 2pm.

Stuart McMillan, deputy head of ecommerce at Schuh , takes to the stage next, with a consideration of the user experience. Responsive design is at 2.30pm.

Mat Braddy, chief marketing officer at Just Eat , is the closing keynote speaker. Braddy will be looking to the future possibilities of mobile in his presentation. Wearable tech, AR, and VR – what’s on the horizon for mobile retail? is at 3pm.

The Mobile Conference takes place on March 25 in Theatre 3 at IRX 2015. To find out more and to register for the free-to-attend event, click here.

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