DCA Autumn Conference

Start date: 01/11/2017 at 08.30
End date: 01/11/2017 at 17.00

Nov 01, 2017 8:30 AM

Join the DCA’s Autumn conference on November 1st for a compelling day packed to bursting with inspiration, achievable “how to’s”, practical advice and some truly great insight into what’s working in this competitive world of ours. Add to that the unique open debates and information sharing between member company leaders and this is one day you really do not want to miss.

PLUS Half Day Content Strategy Workshop led by Gabrielle O’Hare and The DCA President’s Supper to include the Direct Commerce Innovator awards presentations.

Confirmed session details: 

9.25-9.50am Amazon: Angel or Demon? - The Disruptors Disrupted -  Why didn't the retail industry take Amazon seriously when it launched? Who benefits from their model? Is it all bad? The boom in Amazon marketplace businesses, would the industry have grown so fast without them? Richard Burrell, Digital Media & Retail Commentator (former VP Corporate Development EMEA, QVC) will answer these questions & more. 

9.50-10.15am Opportunities in mail. Programmatic mail, augmented reality, role of catalogues. These have become hot ticket topics for our sector but how can your business deploy mailsuccessfully? What is happening in the wider market? Where is success being achieved? To help bring it all into focus we have Amanda Griffiths of Royal Mail who will share market insight drawn from extensive research into what is working.

10.15-10.45am The State of the market - challenges, pitfalls & the way ahead: This session chaired by DCA President Nigel Swabey will focus on the state of the market with expert legal advice from David Naylor, Wiggin LLP on issues such as copyright and security.

11.10-11.30am Increasing Response and ROI for eCommerce with Print and Programmatic Direct Mail™ Solutions: Discover the innovations in mail that are improving response and generating enviable ROI, for some of the UK’s leading ecommerce and mail order brands. Mick Coles of Eclipse 4DM and Daniel Dunn, Paperplanes part of the GO Inspire Group will show you how to utilise fully variable and highly targeted mail solutions, including Programmatic Direct Mail™, to drive traffic, improve conversion and generate increased revenue for your business.

11.30-11.50am Mastering Video Marketing: How do you utilise your video assets for maximum results? How do you measure video success? What technical tricks can you use to get the most from YouTube, Facebook and other platforms? Matt Whelan of The Specialist Works will talk you through the answer to these questions and more, with hands-on tips on video deployment through YouTube, social media and online video platforms. Maximising organic video visibility as well as the most effective tactics in paid video promotion. Matt will also discuss the role of video within your channel mix and how you translate video KPIs into business success metrics, including integration with TV activity.

11.50-12.10pm The importance of the Catalogue in the digital era: Chaired by Rosemary Stockdale this session will look at where the catalogue fits – at the brand communication aspect of the catalogue – the power of non-sales/editorial content - how it drives direct and online orders (and footfall for those with stores or stockists) with Tony Adams, TA Design, John Petty, JPS Consultants & Miranda Christie, OKA Direct sharing their insights and expertise.

12.10-12.30pm Email Design - The Fundamentals: Jalna Soulage, Digital Consultant at Cheetah Digital will explain the best practices for designing winning emails. Whether you're new to email design, need to brush up your skills, or don't get involved directly but are interested in email design, this session is for you. Jalna will use real examples to show what to do, what not to do, and why. And there'll be time for your questions.

12.20-12.50pm Greater CRO and better UX? Try a psychology twist. Seriously, people buy from people, not websites. Hear from Tim Gray, CEO of Digivate, about how applying neuro-marketing to your website can seriously build sales. The wealth of examples here will have many revisiting their approach and working from the customer perspective.

2.00-2.20pm Everybody else is doing it, why can't we? How do you plan to optimise your website for your customer's needs? In this session, Matt Curry will take you through the optimisation process at Lovehoney, from building an experience map, user research, segmented analytical deep-dives, and testing hypotheses, to ensure that Lovehoney's customers are always satisfied.

2.20-2.45pm Digital Diamonds:

1. Optimising retention across all channels with real-time CRM

70% of European consumer’s say the best brands treat them as individuals both before and after they have made a purchase and 87% are more likely to shop with a brand if they receive personalised offers. Sounds simple but achieving this is anything but, Mike Anderson of Redfish Group, says response enabling technology becomes the key to overcoming the complexities of the cross channel journey and communicating with customers in both a timely and relevant manner.  

2. What does “mobile first” actually mean to the online retailer? Designing and developing your eCommerce platform from a mobile first perspective

Why are abandoned carts from mobile devices still running at over 50 per cent, when everyone has a mobile responsive eCommerce platform? Mobile first is so much more than about just being responsive. Simon Phillips of NetXtra says it is only by understanding how user journeys change significantly when accessing an online store through a mobile device that you can grow your ecommerce business from a mobile first perspective.

3. 7 Proven ways to increase your AdWords click through rate: Imagine being able to rank higher and pay less for your Google AdWords advertising. This is not a pipe dream, says Jayne Reddyhoff of Zanzi Digital, it is possible if you can dramatically improve the Click Through Rate of your adverts.

4. Tim Boughton of MentionMe - Consumer trust in advertising has declined, but referral remains the gold standard. Andy from Mention Me, will share how any brand can use referral to deliver new customers with better brand loyalty and a higher lifetime value. Mention Me helps retailers create refer a friend programmes that work for their customers.

5. Andrew Curran of Retain.me - Want to drive profitability through customer retention? Andrew will explain how this is possible by personalising the customer experience at the point of delivery. 

2.45-3.05pm 1+1=5: Using Cross-channel Funnels to Maximise Sales and Profits: In this session, learn how to combine your marketing channels into funnels that drive far greater sales than each channel alone can deliver, and all whilst improve ROI. The potential combinations are endless, so Chloë Thomas of eCommerce Masterplan will also share some real-life examples to inspire you to look at your marketing activity in a different way.

3.05-3.25pm SHOPS- what comes next in DCA's action plan in this session led by DCA President emeritus Nigel Swabey, find out how you can support the next stage of the fight to retain the significant SHOPs fund for its original purpose – a consumer protection scheme that in an updated form will support consumer trust in buying direct. PLUS the insider update on GDPR and its specific implications for direct marketers from Chris Combemale, CEO, DMA UK.

3.50-4.10pm Developing Winning Products in today’s fiercely competitive market it has never been more important to present customers with innovative ranges they cannot easily buy elsewhere. Whilst you may not have truly unique products there are many ways you can add your own twist and differentiate your offering. Hear from buying & range development expert Victoria Laws of Scotts & Co.

4.10-4.30pm Growth and Success in Today’s Market: this session led by Katy Ingram, Feather & Black will focus on all things marketing. What is differentiating the winning businesses from those which are struggling? What can be culled? Where should the lion’s share of development and marketing spend be directed these days? How can businesses leverage and capitalise on their brand strengths …. with David Amor, First Move Direct Marketing showing the role of digital direct mail in recovering lost shopping cart sales & Daniel Haine, Encode sharing the benefits of using marketing workflow software.

4.30-5.00pm The right to be personal: Scott Logie, REaD Group will be telling us how to 'get it right for consumers and business'

  • Having the right – that means permission, relevance and timeliness
  • The right/correct data accuracy and transparency
  • Managing consumer expectations - the illusion of coincidence
  • Having the right information to be relevant and make better decisions
  • Having the ability to be personal - the technology needed to have the confidence to communicate

Running alongside the main Agenda from 2.30pm in Carisbrooke Bar Wiggin LLP will be hosting 2 sessions on GDPR.


Victory Services Club
63-79 Seymour Street
W2 2HF


Registration commences at 8.30am with the first session starting at 9.20am. 


DCA Member rate - £295 per person

Non-member rate - £420 per person

All rates quoted are subject to VAT at the prevailing rate.