Report from E-commerce Congress – a ‘must see’ for somebody linked with e-commerce!
On 10th of March, at National Stadium in Warsaw took place e-Commerce Congress – event dedicated to people professionally linked with e-commerce. Event was organized for the second time and among 10 lectures dominant were ones connected with multi-channel sales – so called omnichannel commerce, social campaigns in e-commerce and mobile retailing – shopping through mobile devices. I had a chance to participate in this event 🙂
During conference I listened to numerous interesting lectures, but I was really impressed by Tomasz Gutkowski from Unity Group speech. Tomasz was talking about phenomenon of omnichannel commerce and showed examples of companies, that more or less successfully are combining trading via Internet with traditional sales. The essence of effective multi-channel campaign turns out to be an integration of e-commerce with traditional trade, where consumer has the possibility to check availability of products in stock, and also to make an order which he or she is able to receive in particular stationary shop. The challenge for omnichannel commerce appears to be adjusting mobile devices to have the same possibilities as retail stores.
Another interesting lecture concerned the issue of customer experience in e-commerce. Marta Małecka from PostNord Fulfilment was convincing that essential in creating purchasing experience are not only feelings of customer during purchase but also emotions linked with logistic processes, meaning delivery of the product to the consumer. In this context it is crucial to ensure effective logistic service and estethic package.
I was waiting impatiently also for Tomasz Karwatka from OEX Divante lecture. Expert, whose works about UX introduced me into the world of User Experience prepared excellent speech about the future of e-commerce. He emphasized that we will be facing significant computerization and automation of processes and also installation of intelligent recommendation engines. Tomasz pointed also, that without building lasting relationships with clients running a business may get harder, as created algorithm will be choosing products instead of us. As a result, interaction with computers will be quite different – we will be surrounded by virtual consultants, who thanks to historical data will know our purchasing habits. Tomasz mentioned also, that modern marketers should not disregard so called wearables and focus on smartwatches in advance. These devices will provide new field for building customer experience. Don’t miss a moment, in which Apple will release its smartwatch – it is just a month left 🙂
Inspiring speech about management was given by Grzegorz Albrecht, who spoke about the use of emotions and building the product through cooperation with client. Grzegorz pointed out, that it is worth to focus sometimes just on one product, intensify client’s expectations about the product, upgrade and seek for partners who will support our competences. In this context, for Grzegorz innovation is “use of new configurations of existing elements, that provide new values for client”.
Among interesting lectures was also one by Barbara Stawarz from Contentking, which was about content marketing for e-commerce. Barbara spoke about how important is the role of the brand in brand management as a source of unique contents. She pointed out also, that even apparently unattractive industries should seek content themes, that may intrigue user. Each company has its history, of which it may prepare interesting storytelling, attracting attention from potential customers.
In conclusion, e-Commerce Congress is an absolute “must see” for people who, just as I am, are linked with e-commerce. Thanks to conference I could get to know newest trends, new challenges that sales must face, and also get to know people, who passionately do their job. e-Commerce Congress – Thank you.
See you next year!
Report prepared by Szymon Mydlarz – Product Manager in Apollogic
- On 25/03/2015