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TIME: 14.00
How to reach your customers: why content lies at the heart of modern-day multichannel commerce


There’s never been a better time to be a customer. Today’s consumers have access to a seemingly endless number of channels, which means that they are the ones who control how they receive the information they need in order to make purchasing decisions. As a direct result, we’re finding that with this newfound power, customers are now able to exert more control over the buying process than marketers!

The primary reason for this is that today’s customer has become more difficult to reach. Advances in technology mean that they can be making purchasing decisions at home, at work, in store and on the move. Modern customers can also switch channels in the buying process from the website, to mobile, to the store and in-store kiosks, making them difficult to pin down and categorise as part of a single channel strategy.

All of which makes it all the more important for brands to embrace an effective multichannel strategy. For this reason, formulating and executing a consistent message and experience across a number of different channels has becoming an increasingly critical part of modern-day commerce. If the modern customer is difficult to reach, then content truly is the key to tracking them down and engaging with them.

In this workshop, we will consider organisational silos and how the commerce teams and marketers can work together to manage, merge and deliver a consistent experience across all channels. Although many of the leading commerce systems provide basic content management capabilities, they are restricted in their ability to publish content to the channels outside of the online shop. So what options are available to overcome this?

The workshop will discuss this, as well as a number of the key challenges around implementing a multichannel strategy. You will see a live demonstration of how commerce systems, like Demandware and hybris, with a seamlessly integrated enterprise class CMS can help you to boost usability and deliver outstanding personalised customer experiences. It will also provide ideas and solutions to help you to:

    • Deliver a consistent experience across all channels
    • Break down organisational silos and get departments

working together more efficiently

  • Merge and publish content from multiple systems, databases and stores
  • Manage content for multiple sites, regions and languages
  • Manage and deliver personalised content for successful digital campaigns
  • Add value to your online store with quality content for search engine optimisation to drive traffic and conversion

You will leave the workshop with a better understanding of a multichannel strategy, of what can be achieved as well as practical examples of how your strategy can be met.



Tim Jenkins, Country Director, Uk & Ireland, e-Spirit

Tim is responsible for commercial operation of e-Spirit within the UK & Ireland and has over 20 years’ experience in commercial and business development roles, from developing start-up businesses to managing the identification and growth of new market sectors for existing organisations. He is well-versed in the software and digital industries, working with both CMS vendors and digital agencies and has overseen many online, mobile and web application projects for organisations in a wide range of industries.

As a speaker he regularly presents on a variety of web related subjects including the delivery of strategies from user experience, mobile, social media and personalisation.

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This event is owned by:

Internet Retailing Events Ltd, Part of the Clarion Events Group , 2nd Floor, 52-54 Gracechurch Street, London