Agenda

IT ALL STARTS WITH THE CONSUMER ...

We’re all deeply involved in the day-to-day hustle of outdoor business, but how often do we take a step back and look at everything that we do from the perspective of a consumer?  Without satisfied consumers we have no industry.  For this year’s European Outdoor Summit, we aim to examine what we do through the eyes, needs and aspirations of the target audience who should always be our single most important focus.

ASSESS the situation

Assessing consumers’ needs is an integral part of any successful business.  Not in a one-off ‘now we’ve done it’ sense, but as a continuous process, with an evolving feedback loop that ensures we stay focused on what can really make a difference.  With technology changing so fast, how do you set up an effective insight system that ensures you remain on target?  How do you ensure that this system is sufficiently holistic and covers every single relevant element of a consumer’s behaviour?

FULFIL the demand

Insight and effective assessment are worthless unless you have a business that can use those inputs effectively.  How can you enhance your range of business fulfilment activities to secure satisfied and loyal customers?  You must be able to harness cutting edge developments, speed to market, and deliver availability in line with demand, while being able to fulfil the wider aspirations of consumers, through social responsibility, sound environmental practices or just plain old fashioned, outstanding customer service!  This is where everything really counts.

ACTIVATE the population

Outdoor faces no end of competitive threats, whether that be from electronics, or the ever more sedate life of the 21st century, so finding ways of inspiring our consumers is crucial.  We all know that outdoor activities are fantastic, but are we able to communicate that with enough impact to the many and varied stakeholders who need to be convinced in order for us to be successful?

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While we are choosing to divide our subjects as outlined above and keynote speakers will be lined up accordingly, we aim to ensure that everyone has the option to focus on the areas that they feel are most important to them and their business.  Therefore, we will organise breakout sessions throughout the event that will cover different topic areas.

Please note that this is a draft timetable and will be updated and distributed regularly when speakers, workshops and activities are confirmed. This schedule may be subject to change.

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Coffee

& Network

Introduction

Day 2

THE JOURNEY OF AN ICONIC BRAND

Tommaso Bruso, Chief Operating Officer, Benetton Group

Tommaso Bruso, takes us on a tour of one of the world’s best known brands: from its roots firmly planted in the history of knitwear to its iconic advertising campaigns and signature colourful sweaters. An overview of where Benetton Group is today and where it will go next, starting from a fascinating story that holds important lessons for the outdoor sector.

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HOW TO BE A GAME CHANGER IN PARTICIPATION

Kate Bosomworth, Communications & Brand Consultant

How to be a Game Changer in Participation, will focus on the stakeholder landscape around participation and how this has changed in the last few years - "It takes courage, commitment and a spirit of adventure to create game-changing initiatives; qualities the outdoor sector is not short of!" Kate will be discussing these themes and share learnings from across her career, including insight into This Girl Can; celebrated as one of the most successful participation campaigns of the decade

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Refreshments

& Networking

BEYOND THE TRANSACTION - Engaging consumers around shared values

Susan Viscon, Senior Vice President Merchandising & Private Brands - REI

REI was founded as a co-op in 1938 by 23 mountain climbers looking to source the gear they needed to have incredible experiences outdoors. Nearly 80 years and 16 million members later, the co-op is still a purpose-driven company, centered around the belief that a life outdoors is a life well-lived. 

Susan will speak about how REI is engaging its customers, vendors and nonprofit partners across the United States to put the outdoors at the centre of American life. From closing its doors on Black Friday and encouraging customers to #OptOutside, to giving 70% of its profits back to the outdoor community, to hosting hyper-local activity-focused events, REI strives to create a relationship with customers that goes far beyond the transaction, to deepen relevancy and elevate shared values.

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Breakout Session: THE BUSINESS VALUE & BENEFITS OF USING SUSTAINABILITY STANDARDS

Karin Kreider, Executive Director, ISEAL Alliance

This breakout session outlines a range of short-term and long-term benefits that materialise from the adoption of sustainability standards for businesses along the supply chain; benefits range from operational efficiencies, improved market access and sales, and stakeholder engagement including the finance sector.

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Breakout Session: IT’S ONE CONSUMER JOURNEY – how brands and retailers improve collaboration

Christoph Krauss, Managing Director, Benchex

For consumers, it is one consumer journey, including the purchase experience. Brands and retailers need to collaborate for seamless processes and a top notch shopper experience.  Christoph will show examples of how the collaboration between brands and retailers can be optimised.

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Day 2 Round-Up

Mark Held & Christer Flythstrom

Closing Notes

Thank You & EOS 2018

Lunch

End of European Outdoor Summit 2017