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Once again, the Osmii team touched down in Birmingham for the Internet Retailing Expo (IRX) @etailexpo, with over 5,000 European retailers and 300+ exhibitors. The IRX provided us with the opportunity to hear and learn from the most influential leaders within the industry, identify new opportunities for retail business, and connect with expert industry suppliers.

Testing Roadmap by Mamas & Papas (@mamasandpapas)

We started the day with the opening keynote presentation by Julie Austin, Head of Ecommerce of Mamas & Papas. Julie spoke about the importance of testing road-map to conversion growth. With increasing online competition, technology advances, intensive shifts on consumer demands, it is important to shift the consumer online experience analysis from tactical to strategic. When priorities with the likes of ROI are met, all bias ideas/opinions must be removed. I believe that the most important tip that Julie shared with us regards the use of data: if the analysis is categorised in funnels and reviewed from backwards (conversion to entrance) marketers can understand better how the website succeed in selling, instead of understanding why it did not succeed.

Machine Learning by @Loop54

One workshop that particularly stood out to us regarded Machine Learning (ML) by Robin Mellstrand, from Loop54. Supposedly, ML can read consumers’ minds and predict what they are about to do, but in fact, it is a bit more deep than that. It is easy to riddle with misconceptions and marketing lingo, therefore retailers can become blind to the hype. This workshop helped retailers to really understand ML, which is the right one for their business, how to evaluate ML software vendors and how to re-think tasks and process in-light of the automation provided my ML.

User Generator Content (UCG) by @Yotpo

To end our day in Birmingham, Dalia Shani, from Yotpo, talked about the importance of User Generator Content (UCG) and how its capacity of being scalable can convert into sales. To exemplify a success case, David Randall from Magnitone showed how reviews boosted conversion and customers trust, even enabling the brand to use the reviews as their 2017 marketing statement: “90% of our customers recommend Magnitone”.

Here at Osmii, our principal consultant Simon Gregory focuses on the Retail Technology Space, helping pre-IPO VC-backed vendors, with the likes of ones exhibiting at IRX, across APAC and EMEA with their technical and senior hires. To learn more about what we do please contact Simon via and visit our wesbite: