eTail Asia 2020

03 - 05 March, 2020

Equarius Hotel - Resorts World Sentosa, Singapore

Contact Us: 65 6722 9455

Braden Shields, Head of eCommerce, Asia Pacific at COS - H&M Group

Braden Shields


Head of eCommerce, Asia Pacific
COS - H&M Group

Check out the incredible speaker line-up to see who will be joining Braden.

Download The Latest Agenda

Day 1 - Wednesday 4th March 2020

Wednesday, March 4th, 2020


4:40 PM China Country Clinic: Facial recognition payment, app-enabled self-checkout & digitalised inventories – Best practices for your business and key lessons on how to succeed in the world’s largest and most future focused eCommerce market

Is your business future focused and looking to implement fully automated cashless payment, optimise physical spaces for engagement and conversion or consider experiential retail, augmented with contextual digital content? Learn how these elements come to life in China’s retail scene every day, and how you can apply these effective strategies to your company. And enter and succeed in the Chinese market.

Day 2 - Thursday 5th March 2020

Thursday, March 5th, 2020


9:00 AM Opening Keynote: Marketing local while going global – How to overcome issues of culture, language, data regulation, and a host of other factors to establish yourself and build a loyal customer base

Braden Shields heads eCommerce Asia Pacific for COS Stores (H&M) group. He comes with more than 10 years of experience heading eCommerce roles in the region for brands like Lululemon. During his keynote, Braden will address on how H&M as a brand managed to accelerate the pace of its global expansion via its eCommerce channel and how it managed to tackle the layer of complexity associated with each market while making sure customer expectations are met:
 
-          How to localise messaging to connect with the audience and motivates them to engage with your brand
-          Becoming part of the culture not just exploiting it – How to show local consumers you understand their needs and desires
-          How to navigate the nuances of the local language and develop copy that will have the most impact
-          How to go about establishing a local marketing presence when entering a new market
-          How to put together a data policy that adhers with the local market to align personalisation efforts and market research
-          How to manage the multi-channel marketplace in one glance

9:20 AM Keynote Panel: Winning the Chinese customer – How can you make the most out of WeChat, Weibo, artificial intelligence and ‘New Retail’ to expand your business to the world’s largest e-market?

- A market that has its own specific rules and an even more democratic social media approach, how can you meet the needs of this new, hard-to-please target audience? What do you really need to know?
- With high customer standards and opinions that spread like fire on Chinese social media, how can you get these consumers highly engaged and deeply involved? How can you best harness Chinese social media?
- How can you collaborate and communicate your brand identity with your local partner to curate content that’s best for the Chinese consumer?
- How can you create digital activities that are consistent with your brands DNA while also appealing to Chinese customers?
- How can you integrate feedback from followers and customers into a follow-up strategy to interact with these consumers on a deeper and more emotional level?
- The future – How can you best get ready for ‘New Retail’?