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The London Diary – Shopware’s first major press tour in the UK


With so many means of communication available at our fingertips, no form, even in the digital sector, is more effective than personal conversation. So when taking the next steps to enrich our international press contacts, it was a no-brainer that we’d be heading to the UK’s eCommerce epicentre to deepen existing relations and create new contacts.

So our Spokesperson, Wiljo Krechting, and Manager of International Sales, Stephan Bütterhoff, packed their suitcases – umbrella included – and took off to London for Shopware’s first major press tour in the UK. Starting on 12th October, the tour started with a quick flight from Düsseldorf to Heathrow; perhaps too early, but there’s nothing a proper cup of English tea can’t fix. By the way, the infamous Borussia Dortmund accompanied us on our journey to the UK with their own team airplane.

Day 1 – The InternetRetailing Conference 2016

The first stop on our tour was the very popular InternetRetailing Conference, which is a premier event for international retailers and digital pioneers. Therefore, exactly the right spot for Shopware.

The experience offered even more than what was expected, as we had the opportunity to enjoy interesting lectures, engaging speakers and inspiring exhibitors. Of course, we also took advantage of the rich opportunity to do some networking. We not only made interesting contacts, but we left the impressive event envisioning a Shopware booth at the expo the following year.

Day 2 – Tapas and stimulating conversation over lunch

With an overcast sky, the second day fulfilled our expectations of London weather, leaving us pleased for packing our umbrellas. Nevertheless, the gloomy weather had absolutely no impact on our mood, since several promising conversations took place. We first met Marvin Roberts, Group Account Director of InternetRetailing, and Quill Cheyne, Account Director at Tamebay; both of which are leading publications for digital retail in the UK. Over lunch we covered existing marketing activities and gathered suggestions and ideas for future collaborations.

Our tour carried us into the afternoon with a meeting at Planet Retail and Retail Technology, where we met with Account Director, Stephen Ward, and Global Technology Research Director, Miya Knights. The productive exchange opened numerous interesting opportunities, which we are excited to realize in the near future.

Day 3 – It’s meeting time – very visionary

The third day of the tour brought us to Raconteur, a leading publisher of special reports on business and technology. The company is particularly interesting for us, not only because they are a relevant medium within the industry, but they also dare to look beyond the box and deal with visionary topics – exactly Shopware’s taste.

At noon we had our final meeting with Warren Knight, whose outstanding CV spans everything from professional dance to speaking, training and consulting. As an international social media speaker and specialist author, Warren is both highly sympathetic and an absolute expert in the field of marketing.


Admittedly, the tour was strenuous but absolutely worth the effort. Upon returning to Germany, we mulled over the many impressions again and came to the following conclusion: in addition to creating many new contacts, we were able to truly deepen existing contacts, gather thought-provoking ideas for future marketing and were given the opportunity to participate in a very interesting trade fair. Without a doubt, this press tour made a strong impression and was completely successful. We look forward to returning in the near future – next time, with a better weather forecast.