Annette Rowson, Digital Optimisation Lead at Primark, teams up with Chris Gibbins, CXO at Creative CX, to uncover the story behind Primark’s ambitious Click & Collect experiment across the UK.

Annette shares how Primark, traditionally known for its in-store dominance, is tackling the challenges of the digital landscape with a newly launched experimentation and personalization program. Explore the early successes, the hurdles in aligning roadmaps, and the cultural shift towards data-driven decision-making that’s driving Primark’s digital transformation.

Maria Alves, Head of UX at FNB, is joined by Tye Riley, Usability Research Analyst at FNB, and Cameron Calder, Founder of Hype Digital, to discuss the impact of Contextual User Experience (CUX) on the future of banking.

In this dialogue, Maria, Tye, and Cameron explore how CUX differs from traditional UX approaches, particularly in the unique landscape of banking, where security, trust, and user-friendliness must coexist seamlessly. Maria will share her strategies for designing tailored experiences across personal and business banking segments, while Tye offers insights into the research methodologies that drive these efforts. Together, they will discuss how FNB adapts to cultural and regional differences across multiple African countries and how they measure the success of UX initiatives beyond conventional metrics. This session also delves into the future of UX in banking, including the role of AI in usability studies and the emerging challenges the sector will face in the coming years.

May Chin, Head of Product Growth & Analytics at Zalora, shares how a few months ago, Zalora tackled user churn by launching a data-driven anti-churn feature, rigorously A/B tested for effectiveness. May’s team found that certain users were frequently visiting the app without making a purchase for up to 11 months before churning, largely due to overwhelming and impersonal campaigns. In response, Zalora introduced a Micro-Segmented Flash Sale feature, offering personalized discounts at optimal times based on individual preferences.

The A/B test results were promising, showing a 6-15% increase in conversion rates among at-risk users, with overall profitability remaining stable despite a slight dip in average profit per user. This case study highlights Zalora’s commitment to using data-driven personalization to achieve meaningful results.

Hildur Oskarsdottir, Digital Product Manager at Icelandair, teams up with Joe Johnston, Head of Conversion at Launch, to explore the full spectrum of the customer acquisition journey. In this session, they’ll uncover the power of integrating mixed methods research to gain insights that go far beyond the website.

Learn how to effectively combine qualitative and quantitative research techniques to build a comprehensive understanding of your customers, optimize their journey, and drive conversions. Whether you're a marketer, product manager, or strategist, this session will provide you with actionable strategies to elevate your acquisition efforts from start to finish.

Join Talia Wolf, founder of GetUplift, and Tara Robertson, CMO of Bitly, as they dive into Bitly's evolution from a simple URL shortener to a comprehensive connections platform, and learn how emotional resonance and customer-first optimization drive their strategies. Get inspired by their shared insights on CRO, including the importance of integrating qualitative and quantitative research, taking bold risks, and fostering collaboration across teams.

Whether you're a CRO newbie or a seasoned pro, this session is packed with actionable advice and innovative approaches that can elevate your marketing game. Don't miss out on their invaluable tips and visionary outlook on the future of AI in marketing. Tune in for an engaging conversation that combines deep expertise with practical takeaways to supercharge your conversion rates and customer engagement.

Explore Mayo Clinic's innovative approach to optimizing the consumer's digital healthcare journey with Melissa from Mayo Clinic and Peter from HoK (House of Kaizen). This insightful session will reveal what's working, what's challenging, and what's next in Mayo Clinic's mission to enhance digital healthcare experiences. Discover the driving forces behind their collaboration and learn about successful strategies, including effective optimization frameworks and consumer-focused product launches.

Gain valuable insights into overcoming obstacles like balancing leadership priorities with consumer needs and navigating healthcare regulations while fostering innovation. The speakers will also share their vision for personalizing consumer experiences and translating Mayo Clinic's expertise into accessible digital formats. Whether you're a healthcare professional or interested in digital health trends, this session offers practical takeaways and inspiration for meeting evolving consumer needs in the digital age.

Vicky Routley, CRO Manager at EasyJet, sits down with Chris Gibbins, CXO at Creative CX, to discuss how one of the world’s leading airlines is mastering personalization through agile experimentation.

Vicky shares how EasyJet’s centralized model enables them to craft personalized offers tailored to the diverse needs of their customers, such as promoting holidays to flight bookers. The conversation covers the challenges of embedding personalization into EasyJet’s broader strategy, securing leadership buy-in, and balancing fast-paced testing with long-term goals. Discover how EasyJet scales its personalization efforts while maintaining the agility needed to ensure every customer interaction is both relevant and impactful.

In this insightful discussion, Amy Ellman from Woolworths dives into the complexities and strategies behind personalization and conversion rate optimization (CRO) in retail. Highlighting the importance of stakeholder alignment, she emphasizes taking stakeholders on a collaborative journey to ensure buy-in and trust. Amy discusses how her team leverages broad skill sets and data-driven approaches to create personalized customer experiences.

Sharing practical examples, such as customized menu navigation based on shopping behavior, she illustrates how personalization can significantly enhance customer engagement. The conversation also touches on the balance between strategic alignment and revenue generation, the challenges of implementing personalization, and the value of iterative testing. Amy’s key takeaway is that effective stakeholder management is crucial, positioning it as the core of successful personalization initiatives.

Jay Lansdown, Experimentation Lead at New Look, shares valuable insights from his experience with personalization programs, focusing on straightforward yet effective strategies for leveraging existing user data.

Jay will demonstrate how to create personalized experiences that resonate with customers, continually refine your approach, and achieve significant returns without relying on complex systems. Discover how New Look maximizes impact by making the most of available resources, turning data into meaningful customer interactions that drive results.

Personalization is often seen as a holy grail of digital marketing, a magical way to improve your business outcomes and outperform the competition. But achieving success with personalization in a rigorous and repeatable manner is no easy task, as this speaker experienced himself. Come listen to his journey and discover the approach he developed over time.

Hailey Schraer, Lead User Experience Researcher at The Scotts Miracle-Gro Company, shares how this lawn and garden care leader has cultivated success in the digital landscape.

In this session, explore how Scotts Miracle-Gro leverages A/B testing, digital optimization, and personalization to create meaningful user experiences that resonate with a diverse customer base. Through real-world examples and case studies, learn how they’ve turned data insights into strategies that drive conversion rates, enhance customer loyalty, and fuel business growth.