The government declares its interest in limiting cash settlements. This is the background for discussion under the guidance of two ideological antipodes – Aleksandr Olshanskiy and Aleksandr Karpov.

• is there a chance for Ukrainian online retailers to give up working with cash?
• forecast for the development of payment systems / services market: long-term and short-term perspective
• operators of payment systems, what else aside from plastic will be in demand?
• current models and criteria for selecting a service provider, security issues
• crediting for online sales: what influence does it have on sales? how to integrate it into business processes?
• state regulation – who knows what tomorrow holds?

on the other hand traditional players of catalog sales came to the Internet. Besides, many offline distributors and brand representatives started showing their activity on the Internet. Experts say this is just the beginning of new processes as the segment of selling clothes online will grow by tens or even hundreds percent per year. Despite the fact that this sphere is still in its infancy, its players already have something to discuss.

• offline trade in the sphere of fashion goods in Ukraine went online. your own Internet shop or cooperation with current players? brands and distributors are facing a difficult choice: to open their own Internet shop / office or to use other people's sales channels over the Internet? should these efforts be combined? advantages of this or that method and their combination.
• old experienced catalog sellers are against new models of sales, advantages of each category of players. the developed client base with proven service or new ways of shopping (closed shopping clubs, group buying).
• what prevents from making a purchase and how to overcome it? virtual fitting room, consumer passport, catalogs of sizes, refund policy. how do different approaches help customers to overcome the barrier? what concerns and objections are possible?
• competing with global players: service or prices?
• showrooms: is it a tribute to fashion or an effective sales channel?

At the same time a customer was becoming more sophisticated and pampered (or we thought it was so?). We even talked about “consumer extremism”. Servicing has started eating a margin, which is not very high. However, the situation in the market is changing. The rising cost of contextual advertising is gradually leveling the cost-effectiveness of online and offline marketing. In most industries the cost of customer acquisition is not repaid by the first deal. The rate of returns is increasing. The issue concerning importance of determining the value of each individual customer, repeat sales and database monetization (the session ‘push & money’ is devoted to it) is becoming increasingly relevant.In order to stay in business we have to find out what a consumer needs and what he is really going to pay for? What is the basis of your business model? The panel discussion will cover the following issues:

• is a consumer, who is used to waiting for a parcel with clothing for months, willing to pay for courier delivery the next morning? is trying-on / presentation performed by such courier needed? whereas in Western Europe such service is a method of reducing return rates (often below 60%!), we have it just as an additional service. is a consumer able to appreciate it and to pay extra? Or will this service be paid by an investor of an Internet shop (we will talk about the possibility of building such model in our country in the section “storage facilities, fulfillment, delivery”)?
• why are business models of the type described as “if a consumer is unable to find out how our website works on his own without telephone support, he is not our customer” still flourishing and will it last for long? in a situation when information space is filled with the philosophy of "delivering happiness" do some leaders of clothing and cosmetics markets, even in a situation of obvious fraud on the part of consumers, prefer to fulfill all their demands?
• why does the statistics in Germany show that consumers gradually reject the express delivery of parcels in favor of getting parcels through terminals, similar to Post24?
• business models with the goal of advertising campaign aimed at sales of not a particular product but a set of referrals for future direct marketing campaigns. are they viable?
• what are “virtual consultants”? is it real and possible to make a social network like a channel of self-servicing, receiving immediate feedback and working out negativity?
• how do showrooms differ from delivery points? is it marketing, service or branding? can we talk about repaying the costs? a “virtual” showroom – is it serious?
• mobile applications and direct purchases by means of your Smartphone – is it just for fun or a real trend? how to really monetize the possibility of being “in the hands” of a consumer 24/7? or is the game not worth the candle?
• who works on a "hot line" – operators or “humans”? should a conversation script be a necessary component or you can do without it just making communications with a customer more at ease? (by the example of Zappos)?
• why are all the results of ‘traditional’ catalog companies much higher than those of online sellers after assessing their service level?
• returns: main reasons of returns, based on the peculiarities of goods. Have the reasons of returns changed over the last year? how to minimize the return rate? is it better not to accept returned goods from a client if we’re talking about underwear or make-up items?
• legal framework: is it really high time now to protect sellers against “consumer extremism” and abuse?

At the same time the market is chaotic and it’s difficult to regulate it because of a high share of low-quality counterfeit goods, more and more active trade mediation activities and cooperative buying. The price of the same product can vary significantly. The majority of manufacturers, distributors, importers and specialized retail chains have their own retail Internet sites. The largest global brands announce their entrance to the Ukrainian Internet market more and more often. Profound changes are inevitable.

• the structure, segmentation and market size today: who sells in the segment of children's products and how large is their turnover
• who is more interested in sales over the Internet: a manufacturer or a distributor?
• ways to reduce the volume of illegal products
• investment in creation and development of a site
• logistics: peculiarities of interregional deliveries
• peculiarities of promoting children's products in the Internet
• international practices of first-rate brands
• the market in five years’ time: how will it look like?

offer a decent solution and unwillingness to be responsible for results. But, on the other hand, customers themselves are often not willing to open detailed statistics to an agency and to release the latter from the necessity of developing projects blindfold.Within this panel the representatives of leading agencies of the country will briefly present their most successful cases for distance selling industry, cases which really give possibility to build up business. Customers will express their real attitude to these cases and approaches of the agencies.The task of the panel is not to aggravate the conflict but to hear each other and take a step for overcoming the gulf between them. We hope that in the course of this conversation, their positions will become closer and the interests of each other will become more transparent and understandable – that will be the basis of the session “Effective Marketing”

On the other hand the competition of companies for intelligent prospective employees is growing, and the market is often going through an artificial boom in salaries which is not justified at all. Many positions in Ukrainian companies are paid higher than those in Poland, Hungary and other Eastern European countries. But even the question of money solves the problem not for a long time.The difficulties covered in this section are global and significant; they can not be solved within a couple of hours. But the experts will try to give key recommendations together with the partners of Human Capital Forum:

• how should the organizational structure be built in a rapidly scalable Internet projects for the purpose of their effective management? by the example when at the beginning 5 people are involved, and in a few months - 50, 100, 200 people are involved
• how to implement a system of personnel learning and adaptation in terms of dynamic information updating and changing work environment? what is behind the curtain of these “friendly” companies as Zappos, Google, Amazon
• how to manage personnel with a high degree of adaptability to changes? Agile-management.
• KPI systems in е-commerce. how to connect compensation and the results of work in order not to waste cash bonuses
• what to read? where to study? what kind of personnel and at what crucial stage should be invited to the company

Representatives of leading Ukrainian business schools have been also invited to take part in this session.