Main Day One: Omni-channel And Digital Strategies To Grow Your Bottom Line

Invitation-Only Private Breakfast - Experian

07:15 - 07:30 Invitation-Only Private Breakfast - Experian
Invitation-Only Private Breakfast - Experian

Invitation-Only Private Breakfast - Quantcast

07:15 - 07:30 Invitation-Only Private Breakfast - Quantcast
Invitation-Only Private Breakfast - Quantcast

07:30 - 07:55 Networking Breakfast & Registration

07:55 - 08:00 Opening Remarks and Icebreaker

Lori Hawthorne, Events Director, eTail Conference Series

08:00 - 08:15 Chairperson’s Remarks

Josh McFarland - CEO & Co-Founder TellApart
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Josh McFarland

CEO & Co-Founder
TellApart

08:15 - 08:40 Keynote: The Digital Transformation Of A 100 Year Old Brand

Jason Feldman - President Direct to Consumer Hanes Brands
Direct selling is not new to HanesBrands. From the original direct mail Hosiery catalogs once upon a time, to a multi-site eCommerce and B2B platform serving over 30 million visitors a year, HanesBrands continues its long tradition of reaching out to consumers where they live providing easy access to shop. Founded in 1901, HanesBrands is a socially responsible manufacturer and marketer of leading everyday basic apparel under some of the world's strongest apparel brands. In the United States, Hanes sells more units of intimate apparel, male underwear, socks, shapewear, hosiery and T-shirts than any other company. Hanes has a long history of innovation, product excellence, and brand recognition. As a supplier to some of the world's largest retailers, and through its own direct to consumer presence, Hanes products are in 9 out of 10 American households. Hanes revolutionized Tagless T-shirts and underwear, invented the sports bra, was the first to advertise a bra on national television (Playtex), and continues to innovate with ComfortBlend and temperature-control X-Temp fabrics and seamless Smart Sizes bras. Now, through digital innovation and omnichannel partnerships with wholesale customers and consumers alike, Hanes has taken the driver's seat leading the charge to innovate the bricks and clicks experience no matter where its products are sold.

Jason Feldman, HanesBrands President of Direct to Consumer business will share how one of America's favorite brands is redefining the shopping experience for its categories and products wherever they are found.

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Jason Feldman

President Direct to Consumer
Hanes Brands

08:40 - 09:10 Keynote C-Level Panel Discussion: Staying Competitive In A Rapidly Evolving Retail World As A Multi-Channel Organization

Elissa Margolis - SVP and GM The Disney Store Ryan Ross - SVP Digital Commerce HSN Kevin Ertell - SVP Digital Sur La Table Craig Wax - CEO Invodo
The retail landscape is changing so rapidly, that the lines are blurring between online only and brick and mortar. C-level executives and CEOs, all with extensive multi-channel backgrounds bring years of expertise to eTail, discussing tried and true methods to not only compete, but dominate in today’s market. Questions to be discussed include:

• How are you creating multi-channel experiences for your customers?
• How is your organization aligned internally around omni-channel?
• What challenges do you have in terms of enabling multi-channel in terms of your back-end?
• How are you enabling a holistic view of data to function as an omni-channel retailer?
• Where is multi-channel headed in the future for your organization?

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Elissa Margolis

SVP and GM
The Disney Store

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Ryan Ross

SVP Digital Commerce
HSN

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Kevin Ertell

SVP Digital
Sur La Table

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Craig Wax

CEO
Invodo

09:10 - 09:45 Keynote: Trends Shaping The Future Of Commerce

Jason Miller - Chief Strategist of Commerce / Former CTO Motorcycle Superstore Akamai
In today’s hyperconnected world, consumers demand secure, reliable, high performing experiences across all devices. In order to convert browsers into buyers, retailers must be prepared to meet the challenges in this continuously evolving landscape. This session will examine the rapid proliferation of connected devices, the challenges around delivering a quality web experience during peak traffic, and the increasing need to defend against malicious attacks. Join Akamai to hear how the innovations of the past year will shape the evolution of the eCommerce marketplace
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Jason Miller

Chief Strategist of Commerce / Former CTO Motorcycle Superstore
Akamai

09:45 - 10:15 Free Mimosas & Refreshment Break In The Solution Zone Sponsored by Answers


This session is all about growth. Each of our C-level panelists has a unique growth story to share, as they’ve identified how to maximize the tools at their disposal. Whether it be new channels, new programs, or a refocus on executing customer experiences, hear from top online and multi-channel retailers discuss how they are paving the way for the future. They will present detailed ways to scale your organization, no matter the size, while answering questions such as:

What are your key growth initiatives for 2015, and how are you enabling long-term growth
for your organization?
What technologies or channels are making an impact within your organization in terms of
growth?
What are your predications around growth of the industry?
What internal challenges have you navigated to enable long-term growth?
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Soren Mills

CMO
Newegg

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David Weissman

President
Dermstore

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Michael Klein

Director of Industry Strategy
Adobe Marketing Cloud

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Jodi Kahn

Chief Consumer Officer
FreshDirect

10:45 - 11:20 Keynote: Email & Mobile: Takeaways From The Holidays And Tips For Improving In 2015

Loren McDonald - VP Industry Relations Silverpop
As mobile devices -- including both smartphones and tablets -- continue to grow in sophistication, they increasingly become a central part of consumers' daily routines. In fact, checking email remains one of the most common uses of mobile devices, with nearly 50 percent of opens occurring on a smartphone or tablet (Litmus).

So, you know many of your customers are viewing your emails and hitting your website from their smartphones, but how many of them are actually converting? If an individual encounters a poor mobile experience, whether it's a non-mobile friendly email or website or an awkward payment process on a small screen, it's likely the shopper will abandon the effort. So, how can you ensure your mobile-inclined shoppers are getting a seamless experience? Using data collected from the most recent holiday season, Silverpop's Loren McDonald will cover how email can be a critical part in helping remove the friction from smartphone shopping. He will specifically cover:

• Designing emails that eliminate friction and understand the mobile context of mobile shoppers
• Incorporating responsive design techniques
• Adding an email to your onboarding program that encourages customers to register an
account, download your mobile app and/or store payment information
• Adding browse and cart abandonment remarketing emails that are mobile-centric and promote
stored payment options
• Creating educational emails for buyers that keep them interested during the holiday email
onslaught

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Loren McDonald

VP Industry Relations
Silverpop


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Pattiann McAdams

CEO, Rentbid.com / Former SVP, General Manager Of Direct Business, Bath and
Rentbid.com

11:45 - 12:10 Keynote: One Customer, One Organization, One P&L

Peter Sheldon - VP and Principal Analyst Forrester
When P&Ls are managed in channel silos, they drive companies to engage in strategies that support the objectives of the channel rather than the needs of the customer. Leading U.S. retailers are moving beyond omnichannel integration tactics and awakening to the fact that the traditional pillars of online and offline retail are no longer relevant in the age of the customer. Forrester VP Peter Sheldon has specific expertise helping eBusiness leaders understand the integration challenges between eCommerce and back-office technologies across channels and touchpoints.

This session will explore:

The benefits of consolidating organizational focus around a single P&L.
Why merging online and offline functions can realize a leaner, more efficient organization.
The triggers that lead retailer to restructure their operations around a single P&L.
How holistic technology, customer experience, and supply chain investments build customer value, not annual bonuses.
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Peter Sheldon

VP and Principal Analyst
Forrester

12:10 - 12:40 Get Your Game On! X Box Tournaments & Morning Refreshment Break In The Solution Zone Sponsored By Answers

Your Chance to Win $250!

Track A: Content Marketing, Loyalty & Engagement

12:40 - 12:45 Chairperson’s Opening Remarks Ray Grady - SVP Acquia

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Ray Grady

SVP
Acquia

Track B: The Omni-Channel Experience & Integrated Marketing

12:40 - 12:45 Chairperson’s Opening Remarks Jonathan Ricard - Head of Sales North America Signal
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Jonathan Ricard

Head of Sales North America
Signal

Track C: Conversion Optimization & Testing

12:40 - 12:45 Chairperson’s Opening Remarks Brian Schulman - Head of Enterprise Sales & Strategy Wiser

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Brian Schulman

Head of Enterprise Sales & Strategy
Wiser

Track D: Next Generation Retail & The Mobile Experience

12:40 - 12:45 Chairperson’s Opening Remarks - TouchCommerce George Skaff - CMO TouchCommerce
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George Skaff

CMO
TouchCommerce

Track A: Content Marketing, Loyalty & Engagement

12:45 - 13:10 Kick-Off Session: 8 UnTrends To Growing Your Business Sean Murphy - EVP eCommerce CustomInk
Sean shares his "8 Untrends to eCommerce Success" gleaned while growing CustomInk to over $200 million in revenue, NPS scores in the 70s and recently named Fortune Magazine's top retail workplace.

Headquatered just outside of Washington DC. CustomInk has printed over 70 million custom t-shirts for groups, teams, schools and businesses. These are tshirts that bring bring people together. Or as we like to say "T-shirts Unite!"


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Sean Murphy

EVP eCommerce
CustomInk

Track B: The Omni-Channel Experience & Integrated Marketing

12:45 - 13:10 Kick-Off Session: Enhancing The Omni-Channel Experience With Integrated Marketing At Neiman Marcus Catherine Davis - VP of Marketing Neiman Marcus
The way customers shop at stores and online has changed, and will continue to change with the continued proliferation of smartphones and tablets. As retailers move to provide “omni-channel” experiences — merging offline and online channels to serve the shoppers that move between them more effectively - a new approach to marketing is required. This fireside chat will showcase how Neiman Marcus delivers an integrated approach to marketing that provides consumers with a seamless shopping experience across touch points - in store, online, and on multiple devices.
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Catherine Davis

VP of Marketing
Neiman Marcus

Track C: Conversion Optimization & Testing

12:45 - 13:10 Kick-Off Session: Conversion Growth Through Testing And Personalization Erik Lautier - EVP & Chief Digital Officer bebe Inc.

In this session, bebe's Executive Vice President and Chief Digital Officer, Erik Lautier, will present an overview of the ecommerce business' conversion growth through the use of A/B and multivariate testing, personalization, and other initiatives. Topics will include dos and don'ts, free shipping thresholds, international orders, and the value of video.

Overview of initiatives that led to significant improvements in conversion
The scientific method, iteration, and data-driven decision-making
Initiative and test sequencing

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Erik Lautier

EVP & Chief Digital Officer
bebe Inc.

Track D: Next Generation Retail & The Mobile Experience

12:45 - 13:10 Kick-Off Session: Analyzing Product Perception And Brand Sentiment With Big Data Tools Andy McNails - Director, Data Management & Integration Sears Holding Corporation Don Carlquist - Director Business Development Sears Holding Corporation
Social media sources generate large volumes unstructured data that can be extremely valuable to an organization. But the cost of using traditional data management systems can be prohibitive for deriving optimal value from Social Media data. Hadoop makes it affordable to collect and store the large volumes of unstructured data and streaming data from Social Media networks and integrate with Master data and other data to enable advanced analytics such as Customer 360 View.

Learn what perception and sentiment analysis can mean for your products and brands
Understand how social media analytics can drive results for your business
Learn how big data technologies such as Hadoop and NoSQL can make social media analytics more cost effective

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Andy McNails

Director, Data Management & Integration
Sears Holding Corporation

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Don Carlquist

Director Business Development
Sears Holding Corporation

Track A: Content Marketing, Loyalty & Engagement

13:10 - 13:45 Customer Retention Through Advanced Data-Driven Marketing Cortney Wright - VP Marketing Artbeads.com Andrew Pearson - VP Marketing Windsor Circle
You’ve managed to obtain an impressive amount of new customers, but how do you get them to come back for more? Not new news, retailers must focus on engaging customers with sophisticated personalized, predictive marketing to keep, and get more from, existing customers. Cortney Wright, VP of Marketing for Artbeads.com, a niche online arts & crafts jewelry retailer, joins the stage with Andrew Pearson from Windsor Circle to discuss how they use past purchase data and predictive marketing to drive 76% email open rates and 26.4% click rates. In this 25-minute session, Cortney and Andrew will reveal how going beyond the normal welcome, thank you and recommendation emails based on predictive data science has increased both retention rates and overall revenue for Artbeads.com. This session reviews:

purchase anniversary & birthday emails
post-purchase product education campaigns
automated replenishment programs
triggered best customer rewards

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Cortney Wright

VP Marketing
Artbeads.com

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Andrew Pearson

VP Marketing
Windsor Circle

Track B: The Omni-Channel Experience & Integrated Marketing

13:10 - 13:45 Personalization Innovation: Transforming The Customer Experience With Personalized Interactive Shopping And Other Forward-Thinking Strategies That Inspire And Convert Meyar Sheik - CEO Certona Robert Muzingo - Director of eCommerce & Online Marketing Joe’s Jeans
Are you meeting the demand of today’s savvy consumer for more relevant and personal interactions? Joe’s Jeans is gaining consumer attention and increasing revenue by meeting this demand head-on. Robert Muzingo, Director of eCommerce for Joe’s Jeans, will share how they are delivering individualized customer experiences through hyper-personalization and newly implemented personalized shopping innovations, including:


• Success with online data-driven personalization
• Integration of contextual data including geography, day-parting and weather
• Strategies for email and brick-and-mortar
• A preview of Joe’s Jeans personalized Style Finder, leveraging one of Certona’s newest Smart Shopping solutions

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Meyar Sheik

CEO
Certona

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Robert Muzingo

Director of eCommerce & Online Marketing
Joe’s Jeans

Track C: Conversion Optimization & Testing

13:10 - 13:45 Increase Trust On Your Website To Drive Conversions Jeff Barto - Trust Strategist Symantec

Trust drives conversions, but it doesn’t stop there. Trust also increases e-Commerce traffic, deeper customer interaction, and site stickiness. Come find out how trust differentiates your brand and validates your site, creates free search preference, improves click-through rates and reduces cart abandonment while reducing security risks. Become the darling of your search team, the ROI enabler of your CIO, and the habit changer of comparison shoppers.

Learn about:

Creating preference for your site before customers even arrive
The top 10 ways you lose a customer’s trust-and their business
Driving a customer to, through, and beyond your funnel with trust
Inspiring peace of mind by warding off fraudsters, phishers and attackers

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Jeff Barto

Trust Strategist
Symantec

Track D: Next Generation Retail & The Mobile Experience

13:10 - 13:45 Improving Discoverability & ROI Across Devices George Michie - Co-Founder & Chief Marketing Scientist Merkle | RKG Amber Yeray - Digital Marketing Manager Express
Smartphone. Tablet. Desktop. The real value in understanding these different interfaces is not about differentiating the device - it's about differentiating consumer intent and the context of how they’re interacting with your digital brand.

While consumers are more comfortable buying from mobile devices than ever before, a significant percentage of conversions still occur on other devices after a mobile experience. This is especially challenging for retailers with a brick and mortar presence, where the mobile experience can play a unique role in moving customers between in-store and online.

The secret to success lies in identifying your customer persona and then aligning your content with their needs at the right place at the right time, while effectively tracking cross-device conversions to account for successful mobile experiences. Learn how retailers are delivering more personalized mobile experiences and leveraging location and preferences through search, display and social.

Join Express and Merkle | RKG, as we share insights, opportunities and strategies for maximizing mobile moments and delivering on cross-device success.

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George Michie

Co-Founder & Chief Marketing Scientist
Merkle | RKG

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Amber Yeray

Digital Marketing Manager
Express

Networking Lunch For All Attendees

13:45 - 14:45 “Meet And Eat” Networking Lunch For All Attendees - Hosted By Pitney Bowes

“Meet And Eat” Networking Lunch For All Attendees - Hosted By Pitney Bowes

Invitation-Only Private Lunch Hosted By Symantec

13:45 - 14:45 Private Lunch Hosted By Symantec

Invitation-Only Private Lunch Hosted By Adroit Digital

13:45 - 14:45 Private Lunch Hosted By Adroit Digital

Group 17

Track A: Content Marketing, Loyalty & Engagement

14:45 - 15:15 Content Marketing Panel Discussion: 2.0 Content Marketing: Increasing Revenues Integrating Social Into Your Content Tamera Ferro - Manager, Brand Content & Community Engagement Seventh Generation Sarah Tabbush - Director Global Social & Mobile Marketing TOMS Ashley Torres - CMO Azalea Allon Caidar - CEO TVPage
As social continues to be used as a means of customer engagement, optimizing social content is even more critical to drive that engagement. Our social experts deliberate about content marketing and interplay of social, how to create it, distribute it and get the results you need immediately.

Looking at social, what are you doing in terms of content?
Who internally interacts with your customers in terms of social content (customer service team, PR, marketing) and why?
What are the individual roles using content marketing and what is the interplay of those roles?
How are you soliciting UGC and using it on your site?
What have you found in terms of what’s worked?
Where is the eventual ROI in these programs?

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Tamera Ferro

Manager, Brand Content & Community Engagement
Seventh Generation

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Sarah Tabbush

Director Global Social & Mobile Marketing
TOMS

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Ashley Torres

CMO
Azalea

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Allon Caidar

CEO
TVPage


The term disruption is defining leaders in retail today. And it isn’t limited to newer companies – many traditional retailers are becoming disruptive within their own verticals as well. Take a lesson from innovators in retail today as they explain their transformative best practices to enable growth.
What is your definition of being a disruptor in retail today? How are you defining success?
Have you transformed your customer acquisition and retention strategies?
How have you become a preferred brand for your customer base?
How have you dealt with the digital pressures in retail today?
What types of experiences truly win customers in today’s market?

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Famous Rhodes

VP eCommerce
AutoNation

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Vishaal Melwani

Co-Founder & CEO
Combatant Gentlemen

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Meera Bhatia

VP Product
Stella & Dot

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Kevin Winneroski

Category Team Director, HP Shopping
Hewlett-Packard Company

Setting up testing programs is one thing, creating a cultural internally around testing is entirely different. Without testing, it is impossible to understand what is working for your business and why – this panel dissects testing programs, how to enable experimentation and keeping a focus on future growth.

• How is your organization becoming more nimble and agile? How can this be enabled?
• How can you place experimentation and testing as a foundational platform throughout your organization?
• How do you build a system of experimentation? What tools do you need?
• How can you enable being able to test something and making the necessary adjustments to drive engagement and conversion?
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Brandon Finch

Director eBusiness
Jelly Belly

Sarah Thompson

Manager Marketing, Digital & Direct to Consumer
Seventh Generation

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Molly Baab

VP of Product Management
Rue La La

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Josh Berg

Senior Director Product Management
Wayfair

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Mike Lund

VP Sales
Epsilon

Track D: Next Generation Retail & The Mobile Experience

14:45 - 15:15 In-Store Panel Discussion: The Digitization Of In-Store To Maximize Revenues Scott Raio - CTO Combatant Gentlemen Jude Reter - VP Product & Engineering, eCommerce Express Keith Duncan - VP In-Store & Mobile RetailMeNot


Retailers are trying to identify ways to blur the lines between sales channels for consumers, by integrating digital initiatives into the in-store experience. In this interactive session, our heads of e-commerce discuss the means to help customers find the products they are looking for, no matter the channel. This discussion will include answers to these questions:

What are the greatest challenges in creating an optimal omni-channel experience? To fully integrate in-store with your other channels?
What are the key initiatives that you are focusing on with this integration, and why? What successes have you seen?
How is mobile influencing the in-store experience? Has it enabled changes in your in-store experience?
What impact does the digital footprint (web and mobile) have on in-store sales?

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Scott Raio

CTO
Combatant Gentlemen

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Jude Reter

VP Product & Engineering, eCommerce
Express

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Keith Duncan

VP In-Store & Mobile
RetailMeNot

Exhibit Hall Meet-Ups And Retailer-Only Activities

14:45 - 15:15 Join Us In the Social Lounge For Special Networking Roundtables. Topic: Testing Best Practices Seth Moore - VP Analytics & Business Intelligence Overstock.com
Topic: Testing Best Practices

Host: Seth Moore, VP Website Marketing, Overstock.com
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Seth Moore

VP Analytics & Business Intelligence
Overstock.com

Group 18

Track A: Content Marketing, Loyalty & Engagement

15:15 - 15:30 5 Keys To Global eCommerce Success Matt DeLoca - VP Sales Smartling
Learn about the latest technology innovations in this high impact presentation.
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Matt DeLoca

VP Sales
Smartling

Track B: The Omni-Channel Experience & Integrated Marketing

15:15 - 15:30 Get Your Customers To Both Engage (And Buy) With Real-Time Contextualized Messaging Joe Dalton - Chief Product Officer SmartFocus

In this session, learn how a little data goes a long way in transforming you from a batch, campaign centric marketer to a personalized, contextualized, real-time marketer. The result: more engaged customers and much higher return on your marketing spend. Oh, and someone in the audience will win a guitar!
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Joe Dalton

Chief Product Officer
SmartFocus

Track C: Conversion Optimization & Testing

15:15 - 15:30 How a $1 Spent on Customer Experience can return more than $1 Spent on Traffic Scott Pulsipher - President & COO Needle
This year, online businesses will spend more than $130 billion on paid search and display ads alone to drive traffic. But 98 of 100 people we pay to get into our online stores leave without buying. Why are we settling for such mediocre conversion? In this session, we’ll introduce/review/debate 3-4 ideas that are helping online retailers and brands create truly awesome experiences for customers – and bottom line results, including increased conversion in the double digits.

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Scott Pulsipher

President & COO
Needle

Track D: Next Generation Retail & The Mobile Experience

15:15 - 15:30 Leveraging Big Data For Optimal Omnichannel Investment Will Uppington - Head of Customer Success and GM, Organic Search BloomReach
Your customers have mobilized but mobile isn't justifying it's investment through mobile conversions. eTailers are struggling with where and how much to invest. Instinctively, you know mobile is driving discovery across channels, but it's challenging to prove it's ROI. This brief session will help you understand how to measure mobile impact, improve mobile relevance using expertise and technology to successfully meet your omnichannel ROI goals.

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Will Uppington

Head of Customer Success and GM, Organic Search
BloomReach

Exhibit Hall Meet-Ups And Retailer-Only Activities

15:15 - 15:30 Continuation Of: Join Us In the Social Lounge For Special Networking Roundtables. Topic: Testing Best Practices Seth Moore - VP Analytics & Business Intelligence Overstock.com
Topic: Testing Best Practices

Host: Seth Moore, VP Website Marketing, Overstock.com
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Seth Moore

VP Analytics & Business Intelligence
Overstock.com

15:30 - 16:15 Get Your Game On (Again) X-Box Tournament & Networking Happy Hour Inside The Solution Zone Sponsored By Answers

Your Chance To Win A Pair of Google Glasses!

Group 20

Everyone knows that loyal customers have the highest LTV, but the means to obtain longstanding loyalty remains a consistent challenge. Our loyalty experts break down the goals of their programs, as well as how to develop unique and profitable initiatives to drive long-term engagement and repeat business, tackling issues such as:

Defining who your customer is first and placing an appropriate value on each customer
Targeting and segmenting your customer base based on these value pools
Structuring offerings/programs that target specific segments
Analyzing your program results to further refine them
Targeting customers along the entire customer lifecycle and building loyalty throughout the
lifecycle
Focusing on segmentation, program development and execution, analysis, program
refinement, and economic value summary
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Trevor Legwinski

VP Marketing and eCommerce
Bambeco

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Sam Norpel

VP Digital Transformation and Acquisition
Land's End

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Matthew Edstrom

Sr. Director, Head of Proflowers Marketing
Proflowers

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Jen Horsley

Regional Vice President, New Business Development
HelloWorld

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Nitin Bhaskaran

Senior Manager Online Product Management
The Home Depot

Track B: The Omni-Channel Experience & Integrated Marketing

16:15 - 16:45 Tracking Panel Discussion: Tracking The Impact Of Digital On In-Store: Having A Clear Picture Of Where Your Customers Are Shopping And Why Alex Golshan - VP Omni-Channel and International eCommerce BCBG Max Azria Group, LLC Kevin Ertell - SVP Digital Sur La Table Keith Clark - VP CRM & Customer Insights Chico's FAS Jon Panella - VP Global Commerce Practice Sapient Jason Gowans - Director Data Lab Nordstorm

Our panelists review their methodologies for tracking the impact of online and offline, and how they are using this information to provide better customer experiences.

• What types of tools are you using to develop an understanding of both online and offline
behaviors of your customers?
• How can you execute tests to attempt to understand the value of digital channels on in-store?
• What’s the value of acquiring a new customer? How do you identify this?
• Once you know there is an influence at the store, what are you doing with this information?
What can you do with those “value” numbers once you’ve figured them out?
• Are you pushing more to the store, or increasing your budget in certain areas? How are you
using this data to then impact where you are spending budget?
• Have you shifted your thinking around online and offline as a result?
• Are you using mobile to drive customers in-store as a result of your findings?

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Alex Golshan

VP Omni-Channel and International eCommerce
BCBG Max Azria Group, LLC

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Kevin Ertell

SVP Digital
Sur La Table

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Keith Clark

VP CRM & Customer Insights
Chico's FAS

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Jon Panella

VP Global Commerce Practice
Sapient

Jason Gowans

Director Data Lab
Nordstorm

Track C: Conversion Optimization & Testing

16:15 - 16:45 A/B Testing Panel Discussion: All About A/B Testing: The Fundamentals Of Tried And True Programs Brandon Finch - Director eBusiness Jelly Belly Haley Nemann - Sr. Manager Global eCommerce UX Crocs Matt Chwat - Director User Experience ThinkGeek Mary Staples - VP Retail Epsilon
Want to understand how to execute successful A/B tests? This panel reviews in detail their testing programs, as well as results.

• Reviewing the fundamentals: isolating your variables, holding your control, measuring the results
• Testing examples: which test won? What was tested? Testing strategy and the results
• Learning new ways to structure and execute A/B tests

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Brandon Finch

Director eBusiness
Jelly Belly

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Haley Nemann

Sr. Manager Global eCommerce UX
Crocs

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Matt Chwat

Director User Experience
ThinkGeek

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Mary Staples

VP Retail
Epsilon

Track D: Next Generation Retail & The Mobile Experience

16:15 - 16:45 Mobile Tracking Panel Discussion: Optimal Tracking Of Your Mobile And Tablet Programs To Close The Conversion Gap Keith Petri - VP Strategic Partnerships IgnitionOne Andy McNails - Director, Data Management & Integration Sears Holding Corporation
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Keith Petri

VP Strategic Partnerships
IgnitionOne

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Andy McNails

Director, Data Management & Integration
Sears Holding Corporation

Exhibit Hall Meet-Ups And Retailer-Only Activities

16:15 - 16:45 Join Us In the Social Lounge For Special Networking Roundtables. Aki Iida - Head of Mobile Zappos
Topic: The Importance Of Developing An Omniplatform Strategy To Create A First-Rate User Experience Across Devices

Host: Aki Iida, Head of Mobile, Zappos
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Aki Iida

Head of Mobile
Zappos

Group 21

Track A: Content Marketing, Loyalty & Engagement

16:45 - 17:15 butter LONDON: The Best Kept Beauty Secret Kacy Cole - Director eCommerce and Digital Marketing butterLONDON
Session overview: Only 3% of worldwide beauty sales take place online today. However, with millennial spend reaching critical mass in 2014, 31% of online consumers worldwide plan to purchase beauty products online in the next 6 months. butter LONDON is pivoting to make digital the growth driver across all channels. By investing in and authoring digital tools and practices, butter LONDON is creating conversation and content that enhances the discovery, consideration and purchase of its products online as well as off. In this short session, you will learn how butter LONDON is:

Enriching a very personal experience online to drive omnichannel sales
Learning the critical role of content to awareness and engagement
Developing brand experiences that create coveted/cult brand following


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Kacy Cole

Director eCommerce and Digital Marketing
butterLONDON

This panel takes a detailed look at omni-channel – specifically how to become a fully integrated omni-channel organization that delivers upon that “omni-channel promise”. Find the means to make your channels virtually “invisible” to the customer after attending this dynamic session, with heads of eCommerce from apparel, department stores and restaurant retailers.

Defining omni-channel and thinking about the customer first
Transitioning on the front and back end to enable omni-channel customer experiences
Enabling customers to interact with your brand when they know you in a different form and
transact with you in a different medium
Tracking and quantifying your efforts
Budget allocation: where to take risks without hurting the brand and blowing through budget

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Jennifer DiMotta

VP eCommerce
The Sports Authority

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Josh Friedman

VP eCommerce
JC Penney

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Jim Ensign

VP Global Digital Marketing
Papa John's

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TJ Person

CEO & Founder
Koupon Media

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Mark Deruyter

Director eCommerce Marketing
Columbia Sportswear

Track C: Conversion Optimization & Testing

16:45 - 17:15 eCommerce Panel Discussion: A Review Of The Roles And Responsibilities Needed To Further eCommerce Organizations Reid Greenberg - Director Consumer Engagement & Direct to Consumer Seventh Generation Jason Roussos - CMO Living Direct Ryan Bonifacino - SVP Digital Alex + Ani John Squire - President OrderDynamics
All ecommerce organizations are structured differently – or should they be? Our panelists from different sized organizations tackle internal structure questions to help you identify how to work most efficiently as an ecommerce organization, whether you are online only or brick and mortar.

What are the types of internal roles that an ecommerce organization needs to be efficient and
effective?
What are your ecommerce disciplines internally (analytics, digital marketing, digital marketing
production, software development, quality assurance, project managers, product managers,
operations/customer service, merchandising, and marketing technology)? How are you
structured and why?
What challenges do you have around organizational structure?
What opportunities exist in terms of helping your teams to work in the most efficient way to
further your ecommerce business?

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Reid Greenberg

Director Consumer Engagement & Direct to Consumer
Seventh Generation

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Jason Roussos

CMO
Living Direct

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Ryan Bonifacino

SVP Digital
Alex + Ani

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John Squire

President
OrderDynamics

Track D: Next Generation Retail & The Mobile Experience

16:45 - 17:15 What Was, What Is, And What’s Coming – The Future Of eShopping Gary Penn - Director Global eCommerce True Religion
Despite the proliferation of aggregators, RSS feeds and Twitter trackers, technology continues to evolve faster than we can keep up. Mr. Penn will take a look at how the various views of the past can be predictors of the views of the future — Will we be shopping by voice control? Touch? Motion tracking? Eyeball tracking?

How do we prepare for a world with an ever expanding array of “views” of different sizes and colors without losing our minds?

We’ll take a comprehensive look at what you can do to buckle up for the ride and how to embrace the chaos to come.
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Gary Penn

Director Global eCommerce
True Religion

Exhibit Hall Meet-Ups And Retailer-Only Activities

16:45 - 17:15 Continuation Of: Join Us In the Social Lounge For Special Networking Roundtables. Aki Iida - Head of Mobile Zappos
Topic: The Importance Of Developing An Omniplatform Strategy To Create A First-Rate User Experience Across Devices

Host: Aki Iida, Head of Mobile, Zappos
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Aki Iida

Head of Mobile
Zappos

Track A: Content Marketing, Loyalty & Engagement

17:15 - 17:40 Structuring Your Site For Success: Strategies For Explosive Growth Jeff McRitchie - VP Marketing MyBinding.com
Discover new and creative ways to drive explosive growth for your organization. This session will provide real life examples that you can put into practice today. See new strategies how to leverage your content to identify awesome opportunities for incremental traffic and revenue and make your team look like rock stars. Learn how to harness the power of your ecommerce platform to work harder for you and how to use the fundamentals of SEO, content marketing and UX optimization to find immediate wins that will propel your site’s growth.

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Jeff McRitchie

VP Marketing
MyBinding.com

Track B: The Omni-Channel Experience & Integrated Marketing

17:15 - 17:40 How To Bring Digital Relevancy To A Legacy Company Kathy Hecht - VP Marketing Silver Star Brands
It’s one thing to be a brand-new digital company, it’s completely a different thing to have to retool a Legacy business. How do you identify and then prioritize where your processes are broke/ outdated within the new goal of omni-channel customer experience? Setting up a strategic and then tactical plan to shift the attitudes of focus to achieve your desired results and measuring success against them. What does this mean to your organizational structure and goal setting to align the marketing team and the rest of the organization around the new world order? This is a case study about how one 80 year old brand is making this transition to increase their consumer satisfaction and relevancy and drive improved marketing ROI and company EBIT improvements.

It's one thing to start digital, but what about those of us that have brands 40 years old?
How do you change and adapt?
How do you change your people and processes to better service your digital customers?

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Kathy Hecht

VP Marketing
Silver Star Brands

Track C: Conversion Optimization & Testing

17:15 - 17:40 Your Test Failed, Congrats! Jeff Palumbo - North America eCommerce Optimization Lead Lenovo
The goal of testing should always be to gain confidence in the results, whether they were what you wanted to see or not. If the data doesn’t show a definitive value, that does not mean the idea is a failure – it means you didn’t pull the proper lever to show a difference. As far as testing in general goes, keep pushing the limits, even a complete flop shows you how not to do something. Jeff Palumbo, who runs web optimization at Lenovo, has executed both small to major strategic tests, and presents his pitfalls and testing roadmap during this dynamic session.

o Why a test failing isn’t necessarily a bad thing
o What a company should try to achieve when testing
o If a test fails, what is the next step?
o Gut versus Data – what decision is correct to move forward with?

Jeff Palumbo

North America eCommerce Optimization Lead
Lenovo

Track D: Next Generation Retail & The Mobile Experience

17:15 - 17:40 Redbox: The Intersection Of Entertainment And Retail Michael Wokosin - VP Digital Marketing Redbox

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Michael Wokosin

VP Digital Marketing
Redbox

17:40 - 17:45 Women In (r )eTail Happy Hour (Retailer - Only): Networking. Guidance. Inspiration

Nizzi Renaud - VP, Marketing and Merchandising Zazzle.com Olga Vidisheva - Founder & CEO Shoptiques
*no press allowed
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Nizzi Renaud

VP, Marketing and Merchandising
Zazzle.com

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Olga Vidisheva

Founder & CEO
Shoptiques

17:45 - 18:30 Conclusion of Main Day One


18:30 - 20:00 Commencement Of The eTail “Around The World” International Cocktail Reception

WIN A TRIP OF YOUR CHOICE - ANYWHERE IN THE WORLD!

20:00 - 23:59 End of the eTail Reception