"Shoppers - the new cross-channel swimmers"

Understanding and managing multi channel marketing data for retail

Sponsored by Experian QAS

The Charlotte Street Hotel, 15-17 Charlotte Street, London W1T 1RJ

For most consumers, shopping across physical, digital, mobile and even social channels is becoming standard behaviour. They swim freely between brands’ e-commerce stores and High Street outlets as if they are single stream.

For the retailers looking to follow that journey, from chat and search through to comparison and purchase, it requires a change in culture, operations and infrastructure. As even brands that were formerly pure-play High Street outlets, such as Morrison’s and Iceland, look to plug in dot.com propositions, the change is clearly a permanent one.

But what does it take to move your store out of a single channel and into this new multi-channel world? If your organisation is already on the journey then what can you learn from others who might already be there?

In this Data IQ Morning Briefing, you can hear from leading brands and retail experts about the transformation retail marketing is undergoing and how they are learning to swim between the channels.



08.30-09.00: Registration and Coffee
09.00-09.15: Welcome and Introduction, David Reed, editor, DataIQ
09.15-11.15: Session 1 - From executive buy-in to delivery

Stuart Crawley, CRM Manager, White Stuff

Innovative retailer White Stuff is making the journey towards a multi-channel view of the customer across its stores, web and print operations. Stuart Crawley, CRM manager, talks through a live project and the challenges involved in taking the retailer into the new multi-channel world.    A session not to be missed by any retail professional that is on the same journey or about to start.

Session 2 - Data Quality to accelerate multichannel efficiency

Janani Dumbleton, Senior Consultant, Data Governance and Strategy - Experian QAS

Janani will explore the fundamental link between data quality and the ability to deliver an effective multichannel strategy. Following a 3 step process, Janani will present a series of actionable data quality improvements that consider the following areas:

  • Poor data quality – how incorrect data, especially channel data, can seriously impact your multichannel customer experience.
  • Bringing data together - why a Single Customer View is a number one priority for any retailer investing in multichannel.
  • Data enrichment – how enhancing your data can support a deeper understanding of your customers’ multichannel behaviour.
  • Data Quality Assessment – how to audit data quality issues continually to ensure your data strategy drives long term growth.

Session 3 - The cross channel tsunami - create tranquil seas by giving consumers control

Henry Lawson, CEO, nFluence Media

With consumers walking into stores carrying more technology with them than was used to launch an Apollo space mission, and with them using it to shop online, retailers face huge challenges to use their channels to keep shoppers spending in their store. But help is at hand, literally, in shoppers willing to tell the retailers they trust about what they want – if they are asked the right way.

In this session, marketers will learn how consumer conversations are about more than running algorithms on huge databases. How Westfield is using technology to engage with shoppers before, during and after a visit, presenting shoppers with brilliant opportunities in their malls in a completely personal way that the shopper controls, and generating much higher quality metrics as a result.

Session 4 - Current and future trends in consumer shopping behaviour

Kerry Rheinstein, Account Director, Retail, The Future Foundation

Kerry will present an overview of the current state of shopping and consumer shopping behaviour including:

  • Projections of e-commerce, m-commerce, smartphone & tablet penetration.
  • A look at the key consumer trends and drivers impacting shopping behaviour : Smart Boredom, Culture of Convenience, Consumer Capital, Concierge Living, Retail Reloaded and Social Sharing.
  • Future shopping scenarios – the Experience Bazaar, the iShop and the Self-Service 3D printing vending machine.
11.15-12.00: Networking and a light lunch



Speaker Profiles

Stuart Crawley, CRM Manager, White Stuff

Stuart has over 10 year’s database  experience working in both B2B and B2C environments, within the UK and internationally. Experienced at gaining buy-in at all levels and across cultures.  His current role as CRM Manager at  innovative retailer White Stuff follows on from a successful role at Marks and Spencer plc where he was responsible for  the provision of data to deliver targeted, insight-driven loyalty and general marketing campaigns that engage customers and drive sales. Previous to M&S Stuart was responsible for all data management and analysis functions within Kuoni UK and led the roll-out of a group Marketing CRM implementation to end-users across the globe.

Janani Dumbleton, Senior Consultant, Data Governance and Strategy - Experian QAS

Janani joined Experian QAS in 2011 as a senior consultant, providing businesses with strategic consulting integrating Experian data and technology within the enterprise. Her current focus is management consultancy specialising in data governance and strategy, where she oversees the development, promotion and delivery of data governance, data quality strategy and data lifecycle management consultancy.
Prior to Experian, Janani held roles as a business and technology consultant over thirteen years delivering high-value and challenging business projects, with a focus on data modelling and quality, business process improvement, enterprise architecture, business intelligence and multi-channel customer relationship management. She has experience in implementing business processes and supporting technologies for a variety of industry verticals in the UK and USA, covering retail, high-tech, telecommunications, manufacturing, travel and transportation, leisure, business services, local government, business support, education, insurance, banking and finance.

Henry Henry Lawson, CEO, nFluence Media

Henry is CEO of nFluence Media, a marketing technology company headquartered in London and Seattle. Henry previously spent 20 years running marketing technology companies including Interep and Donovan Data Systems (now MediaOcean), and has also held senior positions at companies including Warburg Pincus and Cogniti.



Kerry Rheinstein, Account Director, Retail, The Future Foundation

After tours of duty in both the Editorial and Quantitative teams at the Future Foundation, Kerry was promoted to the position of Account Director with a special focus on the retail sector. She has been a major contributor to the Future Foundation’s nVision programme, identifying trends that impact on such sectors as food & drink, telephony, media... and she regularly performs at Future Foundation conferences and events. In her current role, her primary goal is to bring trend-based insights into the heart of clients’ planning process so that market positions are left more secure and profits protected.

Her background is in statistics, polling and quantitative analysis. She interned at Greenberg Quinlan Rosner in Washington and at Capitol Associates, both political consultancies. She was one of the researchers for Stan Greenberg’s book Dispatches from the War Room : in the trenches with five extraordinary leaders and was member of the campaign team for Congressman Tom Perriello. Relocated to the UK, she worked in the House of Commons as a policy researcher. Kerry has a BA from Washington University in St. Louis and an MsC in International Relations from the London School of Economics.

Speaker Profiles

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