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IRX 2017 PREVIEW Putting mobile into the real world

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With one week to go, it is interesting to see that the thrust of the mobile sessions at IRX2017 at the Birmingham NEC 5-6 April lies not in mobile, but in where mobile now fits with the real world of bricks and mortar.

The idea that mobile commerce is some how ‘other’ to ecomm has finally been laid to rest and now retailers are looking at how to make mobile work with real world shopping.

And it’s been a long time coming. Ecommerce has been held responsible for ‘killing the high street’, but this is a fallacy: lack of integration between ecommerce and the high street is what has done the damage.

But that looks like it’s all set to change – and IRX2017 leads the way in showing how. Things kick off with Alan Wizemann, Vice President – Digital Product and Guest Experience – Lululemon, exploring how this digital disruptor is remaining at the cutting edge by weaving more content and community elements into the retailer’s website and apps and developing new in-store technologies and additions to the company’s apps to optimise the in-store experience.

Later we hear from Shehnaaz Chenia, Global eCommerce Director – The Lego Group about how the toy maker’s re-architecture and redesign, launched at the end of last year was integrated seamlessly across physical and digital channels.

David Embree, Product Owner – Mobile & Guest Experience – Lululemon and Eddie Woffinden, Senior eCommerce Manager – Arsenal Football Club then take a look at how you align mobile with consumer lifestyle and what the challenges of hitting key journey touch points across the myriad of consumer devices in a relevant and timely way? are. They also look at where the biggest ROI is to be found and what lessons can be learned from Black Friday.

On a more technical bent, Nick Wilsdon, Group SEO Lead & Channel Optimisation – Vodafone takes a romp through what drives high-octane search results and pinpoints where brands can cash in on revenue potential from search engines. He also looks at how SEO and mobile work together to drive bigger and better results.

Russ Carroll, Sales Director, Klarna – the session’s sponsor – pulls things together with a look at the imperatives for UK Merchants. Here Klarna will dive into how to make things as experientially as good as possible for your key demographic, the under 35s. He will look at what the fastest-rising consumer group expects from ecommerce merchants – and how you can respond; why you must adopt a mobile-first mantra to attract Millennial and Generation Y consumers; why new payment methods and consumer financing are critical to conversion; and new research from Ovum & Klarna, featuring insight from 100s of UK retailers.

The session concludes with Dion Magee, Head of Fashion, UK – Facebook outlining how video has a key role to play in m-retailing. Video has allowed consumers to get up close and personal with the fashion industry and interact with some of the world’s most recognised designers. Utilising video to increase visibility is the ticket to bring your company to the next level.

Of course, mobile will also be pervading all other aspects of the event – so check out the full conference programme – but if you want to know how to rise to the challenge of satisfying the mobile-centric shopper, then get yourself to Theatre 3 on April 5. See you there!

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