Experience-Led Commerce

Recordings

• 

  Experience-Led Commerce: Customer Experience as a Driver of Growth

• 

  Customer Experience: From One Click to Zero

• 

  Processes, Technology, and KPIs for Better Omnichannel Commerce

• 

  How to Scale a Business in Practice

• 

  From the Present to the Future of Commerce: Shopify’s View

• 

  Loyalty Programs: Cost Center or Growth Opportunity?

Speakers

• 

  Alessandro Desantis

  Partner, Nebulab

• 

  Davide Casaleggio

  CEO, Casaleggio Associati

• 

  Andrea Zappolini

  Director of Digital Activation, Puma

• 

  Marco Mazzilli

  Head of Digital EMEA, Venchi

• 

  Francesco Agostinis

  Managing Partner, Loop

• 

  Paolo Picazio

  Head of South Europe, Partnerships, Shopify

• 

  Francesca Berretti

  Head of CRM & Omnichannel Customer Engagement, Luisaviaroma

• 

  Nicolò Ammendola

  CRO, PassioneBeauty

• 

  Fosca Sassi

  Marketing & Growth Specialist, Velasca

• 

  Benedetta Buongiorno

  Brands Partnership Director, YNAP Yoox Net-A-Porter Group

Agenda

1. 14:30 - 15:00

   Check-in

2. 15:00 - 15:30

   Experience-Led Commerce: Customer Experience as a Driver of Growth

   Growth can no longer rely on ever larger advertising budgets. Brands need to make each interaction memorable and consistent. In the opening keynote, Alessandro Desantis introduces the Experience-Led Commerce model, which puts customer experience at the center of strategic decisions. From first visit to repeat purchase, he shows how to build journeys that create lasting value and competitive differentiation.

   Speaker

   • Alessandro Desantis

   Watch the recording ↗

3. 15:30 - 16:00

   Customer Experience: From One Click to Zero

   Davide Casaleggio draws on a new report developed with Nebulab to trace customer experience from early online commerce to increasingly invisible shopping. AI, interfaces without screens, and deeper personalization are changing the relationship between brands and customers. He asks how brands can prepare for a future where ease of use and a consistent experience determine success.

   Speaker

   • Davide Casaleggio

   Watch the recording ↗

4. 16:00 - 16:30

   Processes, Technology, and KPIs for Better Omnichannel Commerce

   Connecting physical and digital experiences remains a difficult task for many brands. Leaders from fashion, food, and luxury discuss how they bring stores, apps, and digital channels into one ecosystem. They cover experiential stores, NFTs, payment and inventory integration, the obstacles that remain, and how to measure the return on omnichannel investment.

   Moderator

   • Alessandro Desantis

   Panelist

   • Andrea Zappolini
   • Marco Mazzilli
   • Benedetta Buongiorno

   Watch the recording ↗

5. 16:30 - 17:00

   Coffee break

6. 17:00 - 17:30

   How to Scale a Business in Practice

   Francesco Agostinis explains how the C.O.R.E. framework—Conversion, Optimization, Retention, and Expansion—can help e-commerce businesses grow profitably. Drawing on cases and operating data, he covers funnel optimization, margin management, and strategies that hold up over time.

   Speaker

   • Francesco Agostinis

   Watch the recording ↗

7. 17:30 - 18:00

   From the Present to the Future of Commerce: Shopify’s View

   Italian shoppers expect more personalized, connected buying experiences, while many companies are still catching up. Paolo Picazio discusses how Shopify helps brands respond to those expectations, including AI, new approaches to loyalty, and changing shopping behavior.

   Moderator

   • Alessandro Desantis

   Participant

   • Paolo Picazio

   Watch the recording ↗

8. 18:00 - 18:30

   Loyalty Programs: Cost Center or Growth Opportunity?

   Three brands discuss how loyalty is changing beyond points programs. They share approaches to community, gamification, VIP programs, and advocacy, along with the metrics and technology needed to turn occasional customers into long-term supporters.

   Moderator

   • Alessandro Desantis

   Panelist

   • Francesca Berretti
   • Nicolò Ammendola
   • Fosca Sassi

   Watch the recording ↗

9. 18:30 - 20:00

   Drinks with wine partner Tannico

Venue