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The future of eCommerce and Digital transformation - Customer Experience with Personalization, Subscription services, Conversational Commerce, IoT, and Artificial Intelligence


Charles Barton - SAP


As companies seek to exploit 'Digital' with new technologies and devices, new Commerce are models being rapidly deployed leveraging subscription services, Bots, IoT and Artificial Intelligence geared towards enhancing the customer experience. In this engaging presentation, Charles will explore the future of Commerce and its implications for marketing and merchandising. The presentation will also highlight the technologies that brands need in order to drive digital transformation and offer the best customer experience, while retaining customers in a competitive landscape.


Charles Barton leads the outbound product management area for the SAP Commerce Cloud organization. In his role, Charles is responsible for the overall product vision, strategy and roadmap of SAP Commerce Cloud, which is the market leading Enterprise Commerce Platform for B2C and B2B Commerce. He also drives customer success programs for the product organization geared towards enablement, co-innovation and strategic roadmap planning with customers. Charles is an experienced innovator with a strong background in Commerce, Product Management, Software Architecture and Design, Agile development, Training and Consulting. Prior to his current role, he led the development of many SAP Hybris Commerce products while managing the product portfolio and roadmap. Charles is very passionate about building products with a consumer mindset and customer experience as a driver that uses technology to move business forward. He evangelizes a design thinking culture in the product organization geared towards innovation.

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