Masterclasses 

Customers expect seamless, personalized experiences across marketing, commerce, sales, and service. In this masterclass, discover how AI-driven automation can help you deliver scalable, relevant, and consistent engagement at every touchpoint. Learn from real-world examples, including Müller & S. Oliver Group, on how to leverage customer and business data to boost efficiency and build trust through smarter, real-time decisions.

Karin Waltzer

Head of Customer Relation Mgmt.

S. Oliver Group

Sebastian Wied

Head of E-Commerce International

Müller

Gabriella Mihaly

Global VP of Events & Field Marketing

SAP

In a world where skilled workers are scarce, good recruiting is no longer enough. FLYERALARM demonstrates how, through innovative HR strategies, a strong employer brand, and an engaging company culture, it attracts, excites, and retains talent for the long term while remaining visible as an attractive employer.

Ignite your loyalty strategy with SAP Customer Loyalty Management,built for brands ready to turn every interaction into a moment that sticks. Discover how real‑time, context‑aware rewards, unified customer wallets, and seamless omnichannel engagement create loyalty experiences customers feel instantly. Run multi‑brand programs from one powerful platform, deliver relevant offers at exactly the right moment, and scale loyalty that keeps people coming back

Rupert O'Halloran

VP, Global Commerce GTM, SAP Customer Experience

SAP

Raphael Krebs

Solution Advisor Specialist - SAP Customer Experience (CX)

SAP

Florian Penninger

Solution Advisory at SAP Customer Experience | Commerce Expert

SAP

How do you modernize the finance department when your company is growing rapidly and handling over 65 million transactions annually? flatexDEGIRO has shown the way! In this masterclass, Thomas Lindner, Deputy CFO at flatexDEGIRO, together with SAP, demonstrates how the online broker tackled the transition to SAP S/4HANA Cloud – as the first full-service banking institution ever to do so. You will learn how to successfully implement a Cloud ERP, take your employees along on the journey, and use AI in highly practical ways: from automated document processing and dialogue-based accounting to smart search functions. Gain valuable insights for your own customers and projects on how to efficiently combine Cloud ERP and AI in the finance sector.

Thomas Lindner

Chief Financial Officer

flatexDEGIRO

A functional web shop—built in a night, managed via chat. It sounds like the future, but it’s already a reality. This masterclass presents specific AI scenarios that already sell, advise, and automate today—along with the architecture behind them. The focus is on a scalable enterprise architecture that doesn't rely on isolated tools but on a system for the sustainable implementation of use cases. AI isn't just changing frontends; it’s transforming the entire customer experience—from consultation to service. Learn how to lay the right foundations for AI-powered journeys and long-term customer relationships.

Roland Boes

Sybit GmbH

Director Innovation & Portfolio

Experience the success formula with beauty giant flaconi that has enabled continuous growth for 15 years. In a market where competitors are losing market share, flaconi focuses entirely on what matters most: the customer. With the ambitious goal of generating over 100 million US dollars in CRM-NOI by 2026, flaconi goes beyond simple email distribution and demonstrates how a strategic CRM approach is transformed into a scalable customer loyalty system. From AI-powered segmentation and gamification to the mobile "Beauty-in-your-Pocket" strategy – this masterclass reveals the concrete successes achieved across the entire customer lifecycle using SAP Engagement Cloud.

David Hable

RVP Revenue

SAP

Julia Piep

Head of CRM

Flaconi

Lucille Prigent

Team Lead CRM Newsletter

Flaconi

Recruiting is caught between economic pressure, rising candidate expectations, and the rapid adoption of AI. This masterclass contextualizes market trends, highlights strategic success factors, and demonstrates how recruiting excellence and candidate experience can be realistically implemented under current conditions. Featuring market insights and a future outlook on AI and recruiting technologies from Dennis Böcker, along with practical application examples from Marcel Rütten, SmartRecruiters delivers concrete impulses for your modern recruiting strategy.

Marcel Rütten

Recruiting Strategy Consultant

HR4Good

Dennis Böcker

SmartRecruiters GmbH

VP EMEA Central