LBMA Event – The Cross Channel Challenge

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Adobe Systems Benelux

Hoogoorddreef 54a

1101 BE Amsterdam


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Event description


Dear friend of The LBMA,

The LBMA Netherlands Chapter is pleased to invite you to our latest event discussing the Cross Channel Challenge: how brands, retailers and marketeers are bridging the gap between "clicks & mortals"! We'll be hosting at Adobe Systems Benelux*; hope to meet you there!

The Cross Channel Challenge
Bridging the Gap between Clicks and Mortals

The Internet and social media have played a part in the growth of some and unfortunately, the decline of many in retail. Digital technology and methods of multi and omni-channel retailing engage the consumer both in-store and online. In that sense the technology could provide for a level playing field for pureplay E-commerce and brick & mortar retail. But all too often, these innovations are developed in silos, benefiting only an online or offline retailer, while the consumer has no benefit from a fragmented buying experience.

Bridging this gap between "clicks & mortals" is not an easy feat, since the pace of chance is simply breathtaking. We’re bringing the web with us into shops, which are only just trying to figure out how to deal with the challenges of eCommerce. It’s difficult to choose which trend to follow and which to wait out. It’s particularly difficult to choose which technology to bet on and which to discard.

Why should you join this event?

The objective of the evening is to provide retailers, brands and commercial real-estate professionals with a clear view of trends, Omni/Cross/Multi Channel strategies that work and success stories from the field, so they can ascertain what is relevant and right for their organisation. We will discuss such questions as:

  • How can I integrate my online and physical stores?
  • How can I design, build, deploy and manage a successful multichannel operation?
  • How do I apply the "voice of the customer" to my organization?
  • Show me some real-life cases of succesful multichannel marketing?
  • Which relevant location based marketing innovations should I be following?

Event Program:

18:00 Reception & Sandwiches

18:30 Welcome: PJ Verhoef (LBMA EMEA)

18:35 Speakers:

Arjen Bonsing
(ShopExperience Consultancy): The Best Webshop in the World

In a fast paced talk you will see what is happening in the world of online shopping, especially around the integration of online and the physical store. Arjen will focus on international retailers and the state of affairs in our own market based on the GfK Shop Experience, as well as look forward to award winning innovations.

Mike Hoogveld (RedFoxBlue): Cross Channel Excellence

As a PhD student Mike Hoogveld performed scientific research on success factors in multichannel management. In 2012 he wrote the bestseller 'Cross Channel Excellence "which was nominated for the PIM Marketing Literature prize and Management Book of the Year award. In this talk he will give a snapshot of a practical 8-step plan to optimally respond to the rapidly changing orientation, purchase and usage behavior of customers and prospects as a result of the rapid growth of (digital) channels.

Jamie Brighton (Adobe): Big Data Multi-Channel Strategies, Improving Conversions

The bigger our data gets, are we doing more for our customers, more efficiently? How can data enable us to understand and predict customer behaviour, leading us to make the rights decisions, both long term and in real time frontline environments? This session will cover a case study with on- and offline data integration, attribution modelling and conversion optimization.

PJ Verhoef (LBMA): Right Here, Right Now

In between talks, PJ will provide case studies of marketing innovations and market developments, illustrating practical ways of integrating location in your omnichannel marketing mix. See how retailers and brands are engaging customers when- and where-ever they can offer the highest relevance.

19:45 Panel

20:15 Drinks & Networking

The LBMA thanks the following sponsor for supporting this event:

*Parking available. Adobe Benelux building is straight across Bijlmer/Arena Train/Metro station.

Date and time


Adobe Systems Benelux

Hoogoorddreef 54a

1101 BE Amsterdam


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Organiser LBMA

Organiser of LBMA Event – The Cross Channel Challenge

The Location Based Marketing Association is an international group dedicated to fostering research, education and collaborative innovation at the intersection of people, places and media. Our goal is simple; To educate, share best practices, establish guidelines for growth and to promote the services of member companies to brands and other content-related providers.

Members of the LBMA include retailers, agencies, advertisers, media buyers, software and services providers, and wireless companies. Simply put, we want to help those engaging location-based services be as successful as possible.

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