Seamless Europe 2024: Key Takeaways from the Latest Trends in E-Commerce and Retail

On September 10 and 11, I attended Seamless Europe 2024 in Munich, a great opportunity to have meaningful conversations with experts and learning about the latest industry trends from major brands. My focus was on e-commerce and retail, which aligns closely with client projects I currently work on at Valtech . However, what struck me was how easily these insights can transfer across industries. Today’s customers expect seamless experiences no matter which brand or industry they’re interacting with, be it luxury or healthcare. That expectation is driving a lot of the innovation we’re seeing now, both online and offline.

So no matter what industry you are in, here are some key insights from Seamless Europe that you might benefit from:

1. Mobile Marketing is Still Evolving, But...

We’ve all heard about the rise of mobile-first marketing strategies, but what’s changing is how brands like Montblanc are integrating mobile into in-store experiences. There’s indeed a strong link between using mobile while in-store and increasing sales, as most of us can’t resist checking our phones while shopping! But not everything in mobile is shiny and new. Montblanc, for example, once dabbled in in-app games as a way to engage customers, and while it seemed promising at the time, the ROI wasn’t all that great. Maria von Scheel-Plessen thus urged brands to have closer alignment between the target audience and where a brand is advertising. This goes to show that just because a trend looks promising doesn’t mean it’ll stick.

On the other hand, Andy Parker shared how Tesco focused on how to drive in-store purchases which are more profitable for the brand by capitalising on a mobile-first marketing strategy to drive traffic in-store and track footfall through mobile. He stressed on the importance of tracking not just online sales, but also online-influenced sales for a better understanding of the power of mobile.

2. Omnichannel: The Struggle is Real

We’ve all been preaching omnichannel for a while now, but companies continue to struggle with creating a seamless customer journey across all touchpoints and connecting data from all these sources to derive insights. I found it particularly interesting how companies like Bayer are pushing to optimize the customer journey with fewer resources, by hyperfocusing on effeciency, while other brands such as Niche Beauty leverages personalized loyalty programs (more on that later) or brands such as Akbank , as noted by Dataroid , focused on reducing friction between online and offline experiences. Elif Parlak from Dataroid especially noted an example of how customers calling customer service after facing an issue in the app or website should not have to reiterate what the issue is because the customer service representative should already be equipped with that an information and ready with a solution.

During a conversation with Rogério Ferreira from Tascom, we discussed how many brands focus on extending their offline experience online for that seamless journey, but they miss out on the reverse. I pointed out that the online customer experience, especially in retail, has advanced far beyond what many in-store experiences offer. Think about how easy it is to find something you like online using filters and AI-driven recommendations, compared to the often chaotic experience of sorting through a disorganized showroom. Rogerio and I agreed that more technology needs to be integrated in-store to deliver efficiency and personalization. It’s not about flashy tech like AR/VR, which can be fun but may not solve real customer issues—it’s about creating a more functional, frictionless shopping experience.

3. Loyalty Programs: It's All About the “Love”

You’ve probably been bombarded with messages about loyalty programs lately, but Niche Beauty’s approach stood out. Their three-tier loyalty program doesn’t just reward repeat customers; it builds relationships. I’m talking welcome boxes with luxury miniatures, personal invites to masterclasses with the founders, and spa treatments—yes, spa treatments—for their top VIP members. No wonder 50% of their revenue comes from this group. What really caught my attention? They reserve major promotions, like Black Friday, exclusively for their club members. Not only does this save them money, but it makes the members feel special. This is a prime example of how you can cultivate long-lasting brand loyalty that goes beyond simple discounts.

Another way for brands to show love to their customers is through affording them various rewards, but especially travel rewards. iIn a survey by Collinson , Daniel Cantorna shared how premium customers value travel benefits, representing 50% of the benefits they would want on a loyalty or credit card. Daniel noted how Net Promoter Score (NPS) was even 65% higher for cards with airport lounge access versus those without.

4. The Battle of Big Data vs. Small Insights

While big data might be the buzzword du jour, many companies at Seamless emphasized that the real value lies in small, actionable insights. Dmitry Olerinskiy from Decathlon, for example, stressed how important it is to not get lost in the data swamp. What’s the point of gathering all that information if your team doesn’t know how to make sense of it? He pointed out that the main task for data analysts should be to figure out how to present it to people don't love data. My approach, which several panelists at Seamless reinforced, is to focus less on the data and more on the stories the data tells... to always keep space for the human element when working with analytics, whether it is the customer whom the data is about or the client whom the data is for!

I had an engaging conversation with Richard Robinson from Similarweb , who echoed this sentiment. I pointed out that there’s a missed opportunity when companies fail to integrate behavioral insights with data. Understanding the "why" behind the data, not just the "what," adds layers of depth to any analysis. Richard and I also touched on how crucial competitive analysis is for a business’s growth, to look beyond your own data for a true benchmark of your performance, something I have advocated since I first used Similarweb in 2010 when devising a brand's digital marketing strategy.

5. A/B Testing + Gut Feeling = Decision Making?

Speaking of Decathlon, one thing that came up (and kind of made me chuckle) is how even with all the data in the world, decision-makers often rely on gut feelings. It’s like we trust the numbers… but we also kind of don’t. One exec shared how, after rigorous A/B testing, the final decision was still swayed by the boss’s gut instinct. This raises the interesting question: Are companies really data-driven in their decision making or is it only when data confirms their desired actions that they follow it?

Having asked a few of the brands in the panels on their A/B testing efforts, the results varied. Brands like Montblanc are effectively using A/B testing for predictive buying analysis, and to decide when to launch a campaign and where, to increase ROI. Other brands such as Bayer tend to focus on historic data to make decisions, and are unsure where their A/B testing efforts lay. One thing is for sure, A/B testing continues to be an underrated marketing tool, even when the budget allows for experimentation, most brands are unsure how to get started.

6. Tech Trends: AI and Personalization Hype

While VR and AR were all the rage a few years ago, companies like Douglas are now betting on AI and generative AI to create real solutions for their customers. It’s no longer just about cool gadgets and virtual showrooms (although those are still fun); it’s about leveraging technology to solve actual problems. For example, Matthew Agronin from Ubiquity refers to "Zero contact resolution" and using AI to preemptively resolve customer issues, like noticing when someone struggles to find information on a website and offering help before they even have to ask. Now that is seamless customer service. Hannah Lia from hampers.com thus urges against making the mistake of investing in technology solutions that aren't really focused on enabling customers in their purchase journey. She sees a more positive trend in utilizing personalisation to drive conversion, loyalty programs and referral marketing, as well as using post-purchase technology to re-engage with customers. Whether it’s referral marketing or using AI to personalize follow-up recommendations, the post-purchase journey is getting a much-needed tech upgrade.

These two days were packed with insights, and there’s so much more to explore. Having missed out on previous chances to attend Seamless Middle East , I’m now excited to visit that next to continue these conversations and explore how some of the trends I observed in Europe will translate to the Middle Eastern market or vice versa.

As always, if you have thoughts on the trends I mentioned or want to share your experiences, feel free to drop a comment or message me directly! And if you’re working on something exciting, I’d love to connect—especially if you’re into behavioral economics and AI. Let’s grab a coffee (or tea) and keep the conversation going! ???