Jana Durneva has extensive experience and successfully implemented projects in the field of digitalization and digital transformation in various industries. As Digital Technology and Customer Support Manager at Philip Morris, she works on strategies for the digital development of the user experience as well as improving customer loyalty. Together with the team, in conditions of pandemic and complete quarantine, she worked on the launch of IQOS on the market in the country and at this conference, through practical experiences she will present the development of the IQOS e-shop, and how the challenges of the complex situation can be turned into a success story and satisfied users.