"More B2B on stage during WWV!"

With a packed auditorium and an audience rating of a 7.8, Anouk de Lange, former e-commerce manager Benelux at Douwe Egberts, looks back on her session during Webwinkel Vakdagen with a big smile. Her appeal?

"Be transparent in your customer journey, think in concepts instead of products and show on stages what you have achieved. Speaking at WWV is low-threshold and especially valuable for B2B players like us."

"More B2B on stage during WWV!"

If you have achieved something great, share it. By doing so, you inspire others and show what you stand for as a brand."

Fifteen years of e-commerce at work
With a resume that says you and 15 years of experience, Anouk de Lange is an established name in the e-commerce world. Where it once started with TV campaigns, she was also one of the pioneers in abandoned cart technology. In recent years, she worked at Douwe Egberts, a brand that feels special to her. "So much history, but at the same time constantly evolving. It feels like a family business, but with the power of a big international player."

As a former e-commerce manager Benelux, no day is the same. "I work on optimizing the B2B customer journey: from UX improvements to lifecycle flows and business cases. When it actually delivers results, for our customers as well as for our brand, that's a great feeling."

Quick feedback loops and transparency
In the dynamic e-commerce market, agility is essential. "We are agile and can implement a feedback loop within two weeks. For example, we were recently asked if coffee machines could be compared better and we immediately made room for that."

At Douwe Egberts, it's all about agile working, room for pilots and innovation. "We try out a lot. That's the only way to stay ahead in a market with increasing competition. Customers have enormous choice, so we choose clarity with customer types, concepts and transparency."

First the basics: CRM
New developments follow each other rapidly and offer opportunities for the future. "Conversational commerce, zero-party data and sustainable fulfillment are becoming increasingly important. But everything hinges on a strong, consistent customer journey, online and offline. Omnichannel is not a strategy for us, but a given."

quote wwv Invest in a solid CRM foundation. Your entire digital customer experience stands or falls on that."

"It's not about taste, it's about aftertaste."
During her talk at WWV, Anouk shared a five-step plan for customer journey optimization based on tough leadership, storytelling and sustainability. "It wasn't about the taste of coffee, but about the aftertaste you leave as a brand," she said.

One component that drew a lot of response was concept counting. "With clear propositions and guidance, you avoid choice stress. You add value and build trust." So Anouk urges companies to think less transactional and act more as advisors. "Use data and AI to really understand customer needs. Offer tools like ROI calculators or configurators, and be transparent about your processes. Customers appreciate it when they see what you're doing."

quote wwv Invest in a solid CRM foundation. Your entire digital customer experience stands or falls on that."

Become a speaker at WWV yourself!

Do you have an inspiring vision, an impressive case or do you want to share your commerce strategy with professionals. Then come speak at the Webwinkel Vakdagen.

Speaking at WWV? "Always do."
For Anouk, speaking at Webwinkel Vakdagen was a logical step. "I came there before as a visitor and always found it inspiring. Now it was my turn to share knowledge."
According to her, there is still too little B2B representation on this kind of stage. "We can actually show that traditional brands can also innovate digitally. We are not always seen that way, but we are."

After her session, she stood for another two hours chatting with visitors. "Conversations were really about content. Omnichannel, loyalty, data. It also generated about thirty new LinkedIn connections."
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When asked if she would recommend others to become speakers, Anouk says a resounding yes. "It's good for your personal development. You have to get out of your comfort zone for a while, but it's approachable. The halls are orderly, the audience is interested, and the coaching is top-notch. Just do it!"

The Web Shop Bubble
Anouk's team also attended the fair and gained plenty of inspiration. "The sessions by IKEA, Yellowgrape and Just Eat Takeaway were very interesting. You're all in a bubble of knowledge sharing for a while."

Webwinkel Vakdagen is the place

For anyone in digital commerce who wants to grow and is curious about new opportunities. You will see what others are doing, ask questions and be inspired by strong brands. And do you achieve something great yourself? Share it. Maybe you will be on the stage next year.

René van der Zel

CEO at XXL Nutrition

"I definitely recommend others to speak here if you like to inspire and share knowledge. You come to bring something, and the best part is when people say afterwards, 'What an inspiring story, I can really do something with that.' That's what you do it for."

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Marleen Smit

Director of Retail at Google Benelux

"Speaking at Webwinkel Vakdagen gives you the opportunity to reach an incredibly broad audience."

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Alexander Ruby

Manager of Sales and Marketing at Xsarus

"This is where the industry comes together. The diversity of exhibitors as well as the extensive knowledge offerings make it attractive for us as well as for visitors."