Agenda Day 2
8:00 am - 8:30 am
REGISTRATION, BREAKFAST & NETWORKING
8:30 am - 8:40 am
CHAIRS OPENING REMARKS
Exchange Chair: Dominique de Groot -
CX Expert & Keynote Speaker,
Studio Hospitality
8:40 am - 9:10 am
Keynote Presentation: The Future of Loyalty Across Channels: Creating Personalised Experiences That Customers Actually Value
Martin R. Villanueva -
Global Customer Engagement Lead,
IKEA
As customer expectations continue to evolve, retailers must rethink loyalty beyond points, discounts, and transactions. Leading brands are increasingly leveraging customer insight, loyalty data, and emerging technologies to create more relevant and meaningful experiences across digital and physical channels. Attendees will gain practical insights into delivering customer value at scale, balancing personalisation with trust, and building long-term engagement in an increasingly connected retail landscape.
• Creating seamless, personalised experiences across digital and physical touchpoints
• Balancing personalisation with customer trust and avoiding over personalisation
• Preparing for the next evolution of loyalty as customer journeys become increasingly channel-agnostic
9:10 am - 9:40 am
Partner Keynote Presentation: Making Omnichannel Work: Improving Customer Convenience & Service Quality with a Consistent Brand Experience
Customers increasingly move between digital, stores and service as one continuous journey, yet fragmented platforms can create inconsistent experiences and dilute brand identity. Connecting systems, customer data and teams enables retailers to deliver a consistent brand experience across touchpoints while generating deeper insights to improve engagement, service, and business outcomes.
• How to deliver a consistent brand experience across digital, physical, and service channels without losing authenticity.
• Turning customer insights into meaningful interactions that strengthen engagement and loyalty.
• Balancing operational efficiency with the personalised, human touch customers expect from brands.
Customers expect digital journeys to be simple, intuitive and low-friction, helping them find what they need with minimal effort. Connecting digital self-service seamlessly with store and service teams can deliver greater convenience while preserving the human expertise, inspiration and personal support that differentiate the customer experience.
• Guide customers towards the right products faster to reduce choice overload and increase conversion
• Empower customers to shape how they interact with the brand, balancing the speed of digital self-service with easy access to human support
• Learn how to connect digital self-service with store and service teams so customers can move seamlessly to human support when advice, reassurance or expertise adds value
Customers' channel preferences differ significantly across generations, demographic groups and behavioural segments. While some expect seamless digital-first journeys, others continue to value physical stores, traditional communications and human support. Applying the same omnichannel strategy to every customer risk directing investment towards touchpoints that fail to influence engagement or purchasing behaviour.
• Successfully identify the channels preferred by each demographic and customer segment to concentrate investment on the touchpoints most
likely to drive sales
• Explore how to find the right balance between digital convenience, physical experiences and human support to reduce journey abandonment and
protect revenue across diverse customer groups
• Learn testing methods to identify the journeys that deliver the highest conversion at the lowest cost for different segments
11:30 am - 12:05 pm
Keynote Case Study: The Store P&L Is Broken: From Point of Sale to Value-Creation Platform
Marcus Tengler -
VP Real Estate & Store Concepts,
MediaMarktSaturn
Retailers are no longer optimising stores as individual sales channels, but redefining and measuring the value of physical retail in an increasingly interconnected ecosystem where stores contribute far beyond the transaction itself. This session explores how physical retail creates value across customer journeys, services, supplier partnerships and future sales, and why retailers need a new commercial steering model.
• Redefine the role of physical stores to unlock greater value across the wider retail ecosystem.
• Measure store contributions beyond direct sales to support more informed investment and resource allocation decisions.
• Adopt a new commercial steering model that reflect the impact of physical retail across customer journeys, services, partnerships, and future purchases
12:05 pm - 12:35 pm
Partner Keynote Presentation: Connecting Digital, Store and Service Journeys Without Adding Operational Complexity
Omnichannel integration often introduces more systems, workflows, and handoffs that risk increasing organisational complexity. A well-designed model addresses this through streamlined ownership, processes, and decision-making that reduce duplication, delays, and operational costs.
• Uncover ways to standardise the processes behind common omnichannel journeys to reduce duplication, delays, and operational cost
• Simplify ownership across digital, store, and service so teams can resolve cross-channel issues faster.
• Effectively align systems and workflows to avoid forcing employees to navigate additional tools or manual workarounds.
12:40 pm - 1:10 pm
1:1 BUSINESS MEETINGS
1:10 pm - 2:05 pm
NETWORKING LUNCH BREAK
2:40 pm - 3:10 pm
Panel Discussion: Personalisation, Privacy and Permission: What Customer Data Should CX Teams Use?
Nicolas Tritt -
Head of CX & Data Office,
Swiss Post
Eelko Lommers - Global head of Experience Design, Research, Service & Design Systems, zooplus
Cristina Rutgers-Astolfi - Founder, C. Rutgers-Astolfi Advisory / Former Global Head of Analytics for Customer Support, IKEA, IKEA
Retailers have access to more customer data than ever before, but determining which insights genuinely help understand customer needs and deliver relevant personalised experiences remains a challenge. By defining what data CX teams should use, how permission is earned, and what value customers receive in return, retailers can create more meaningful customer interactions while maintaining privacy, trust, and long-term loyalty.
• What customer data is genuinely needed to understand customer needs, preferences and intent?
• How can retailers balance customers' growing expectations for personalised experiences with increasing concerns around privacy and data usage?
• Where should retailers draw the line between useful personalisation and interactions that feel intrusive, unexpected or difficult to explain?
Cristina Rutgers-Astolfi
Founder, C. Rutgers-Astolfi Advisory / Former Global Head of Analytics for Customer Support, IKEAIKEA
3:10 pm - 3:40 pm
Keynote Case Study: Hyperpersonalisation After the Hype: What Does Better Personalised Experience Look Like at Scale?
Julia Paulsen -
Director of Digital Channels,
Elkjøp Nordic
Hyperpersonalisation promises more relevant service, but scaling it can create complexity, inconsistency and interactions that feel intrusive rather than helpful. Using the right customer context to anticipate individual needs and guide the next best action can help retailers improve service, loyalty and efficiency, while maintaining customer trust.
• Learn to focus effort where hyperpersonalisation genuinely improves service, loyalty and customer value instead of adding unnecessary complexity
• Tailor the timing, channel and level of detail of customer communications to different preferences and service needs
• Prevent hyperpersonalisation from narrowing customer choice by preserving discovery, inspiration and unexpected recommendations
3:40 pm - 4:10 pm
Keynote Presentation: Loyalty Beyond Discounts: Can Personalised Service Earn Repeat Customers?
Tomas Nebaznivy -
Head of CRM and Loyalty,
Lidl CZ
4:10 pm - 4:15 pm
Chair’s Closing Remarks & End of CX Retail Exchange Europe 2027
Exchange Chair: Dominique de Groot -
CX Expert & Keynote Speaker,
Studio Hospitality
