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Digital City Expo’s Ecommerce Masterclass Theatre to host a broad range of online retail thought leaders


Ecommerce professionals can expect to hear insights from companies including Adyen, and Fast, at the high-profile Digital City Expo which takes place next week.

The expo, hosted at Manchester Central on March 9th and 10th, will bring together thousands of digital professionals to network, collaborate, and learn from influential industry figures across a range of stages.

The two-day event is a central part of Digital City Festival, which takes place across the whole week throughout Manchester – a large-scale celebration of the digital industry all across the city.

The agenda for Digital City Expo, which spans marketing, ecommerce, tech and more, can be found here. Registration provides access to all the thought leadership and the chance to meet influential exhibitors, and is free – click here to secure your place.

Content at the expo is set to include keynotes, Q&As, masterclasses, and panel discussions, with the content for the Tech Masterclass and Marketing Masterclass already announced.

An exciting selection of specialists will take to the stage in the Ecommerce Masterclass Theatre across both days, with insights ranging from the use of psychology and progressive web apps, to growth for SMEs and diversification.

Let’s look at the line-up announced so far for the expo’s Ecommerce Masterclass Theatre.


How to achieve 10x growth at every stage

The Country Manager for Mollie UK, Josh Guthrie, will appear at 10:20am on March 9th to provide practical insights into how digital businesses can outperform at every stage.

He’ll explore how to identify your own growth tage, find a growth mindset, and remain focus – offering ready-to-apply strategies for businesses and their clients.

The need for speed: Future proofing your ecommerce store with PWA

On Wednesday, Adam Hindle, MD of Fluid Commerce, will be speaking in the Ecommerce Masterclass Theatre on progressive web apps, and how they can future-proof an ecommerce store.

Manchester-based Fluid Commerce specialises in complex development projects, supporting clients with Adobe Commerce, Paid Advertising, Amazon Marketing and Paid Social.

Understanding retailer’s needs – advancing commerce one-click checkout at a time

Up next is Michael Schirrmacher, VP Sales UK at Fast – Headline Partner of the festival – who will be speaking on-stage at 12pm on Wednesday, looking at the conflicting priorities that currently face ambitious retailers.

Schirrmacher will explain the potential benefits unlocked by mastering the checkout process, and how its online and offline positives can set sellers up for success.

Diversification to drive scale

At 1:40pm, the Sales Director Europe of order and delivery management system ShipStation will also be appearing, walking attendees through building a business that’ll scale, powering growth, and delighting customers.

Data driven ideas to accelerate revenue now, as you can’t wait a lifetime for LTV…

Digital transformation is happening at such a speed that online sellers are having to fight for customer retention as the shopping experience changes.

On Wednesday afternoon Rachael Kotadia, Head of Marketing at multi-channel marketing automation specialist RedEye, will be sharing actionable ideas, driven by data, to help you secure customers and revenue now.

Marketing beyond age, gender, and demographics

Ricardas Montvila, VP Global Strategy at Mapp, will speak at 3:20pm in the Ecommerce Masterclass Theatre.

Montvila will address the simplistic assumptions that some marketers make about their audience’s demographic split, and make the case that marketers must communicate more meaningfully, reaching people based on their interests, behaviour, engagement and values.

Covid-19 and retail: how the pandemic shifted the customer journey

The following day, this talk is hosted by Adyen and features VPs of Enterprise Sales Josh Taylor and Greg Cockroft.

Looking at the pandemic, Taylor and Cockroft will address the jump in ecommerce throughout COVID. They’ll explore how online retailers have adapted, and how vital flexibility is, and give attendees the chance to learn a great deal more about reacting to these challenges.

Maintaining your CX in the ever changing world of digital transformation

Digital transformation is set to be a hot topic this year, and at thinkTRIBE’s talk at 11:10am on Thursday 10th, CEO Deri Jones will address how customer experience should respond.

At a time of rapid online retail acceleration, Jones will be sharing unique insights into how to provide the optimal customer experience at the same time as driving constant transformation.

Driving revenue online through subscriptions and Progressive Web Apps

At 12pm, the Managing Director of Screen Pages – Tom Day – will speak on the topic of subscriptions and progressive web apps, which can provide all the advantages of predictable revenue – sales, customer retention, and repeat business.

Day will cover how to deliver an app-like experience on mobile, learn why they’re vital for subscription-based models, brands which have already successfully followed the model of subscriptions and PWAs, and explore the options for tech which can support subscriptions for brands.

The art of psychology in eCommerce personalisation

People make decisions emotionally and rationalise logically – Darren Teague of Pure360 will explore how to ‘nudge’ customers and master conversion in this talk on psychology at 12:50pm on March 10th.

He’ll look at how you can apply behavioural science to a marketing strategy, increasing conversion rates and thus revenue – an unmissable presentation for any brand hoping to boost its sales.

Are you hostage to your technology? Combining composable commerce and culture.

At 1:40pm on Thursday in the Ecommerce Masterclass Theatre, AND Digital’s Club Executive will welcome Ed Stonestreet, VP Sales EMEA at headless commerce system provider Elastic Path to talk about how businesses have sacrificed culture, innovation and efficiency for the sake of technology, and how they can ensure their technology works for them.

They will look at how businesses might break the chains which tie them to their tech stack, and even pass their technical debt onto vendors, and more.

The changing face of automotive – How Code Computerlove helped JCT600 adopt a no-touch car buying process

Finally, at 2:30pm on Thursday Code Computerlove will be sharing how it helped 75-year-old car dealership JCT600 to adopt a digital self-serve customer proposition, helping it improve customer experience and operational efficiency.

Join Andy Bateman and Rob Jones to learn more about keeping customers purchasing despite the disruption of COVID.

All these engaging ecommerce talks and more will be accessible throughout the whole of Digital City Expo, which takes place at Manchester Central. Register for free now for your chance to join all these sessions, and many more taking place throughout the venue – as well as meeting leading exhibitors from marketing, tech, ecommerce and media.

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