In a nutshell: Ping pong, punchy talks, and more bacon rolls than you could shake a stick at. In the midst of an arid summer, Future: Retail provided a welcome oasis from the usual dry conference fare.
E-commerce professionals from brands like ASOS, Dune, M&S, Moss Bros, Office, Sainsbury’s, Primark and Waitrose all came to feast on the insights that our speakers drip-fed to our 70-strong audience throughout the morning.
9:15 Breakfast begins
A hearty breakfast of smoothies, sausages, bacon, eggs, and, of course, coffee was swiftly followed by introductions from our resident Craig Charles lookalike Matthew Robinson.
Waiting in the wings: Five seasoned industry names bursting with retail experience, prickling to share their tastiest insights.
Matt Henton, Head of E-commerce at Moss Bros was first up with a bold slogan: Stop A/B Testing, You’re Wasting Your Time.
With just 20 minutes to fill, Matt didn’t hold back. Tackling common testing errors and misconceptions head-on, this presentation was full of highly practical advice from Matt’s on-the-ground experience at Moss Bros including:
Fix the broken stuff
Check 404 logs
Look at what users are really doing (click recurrence, filter usage, session replay)
And, most importantly, never use an A/B test to settle an argument
"I think a dedicated analytics function will become outdated. Today, analytics are the responsibility of everyone in the online team"
A swift scene change cued Eddie Woffiden, Senior E-commerce Manager at Arsenal FC, presenting Winning With Two at the Back: Optimisation Strategies For Small Teams.Eddie’s highly entertaining talk covered the highs, lows, successes and challenges of working in a two-man unit (there are many, as it turn out) and pragmatic advice for others in the same position.
Eddie then made way for ContentSquare’s very own Duncan Keene who, in addition to sharing some Zoolander-esque snaps from his days as a male model, also shared some Keene insight into how UX analytics are empowering digital teams to work faster, smarter and more effectively.
“Stop looking over your shoulder and start looking at how your customers behave”