eTail West 2015 (past event)
February 17 - 20, 2015
1-888-482-6012
Main Day Two : Innovate, Transform Or Disrupt – Change The Retail Game
Display & Search Summit: Budgeting, Future of Search, Programmatic, PLAs, & Mobile Search Optimization
Main Day One: Omni-channel And Digital Strategies To Grow Your Bottom Line
Main Day Two : Innovate, Transform Or Disrupt – Change The Retail Game
Main Day Three: Mobile, Social and Digital Innovation For Your Retail Business
Email Optimization Summit: Content, Design, Mobile, & CRM
Web Design & Merchandising Summit
Mobile & Tablet Summit
07:15 - 07:30 Invitation-Only Private Breakfast Hosted By Olapic
Invitation-Only Private Breakfast Hosted By Olapic
07:30 - 08:15 Networking Breakfast & Registration
08:15 - 08:30 Chairperson’s Opening Remarks
08:30 - 09:00 Keynote: Bringing Commerce To Customers, Not Customers To Commerce
In this dynamic keynote session, learn how Dell was able to rapidly transform its ecommerce efforts from large incremental updates to agile deployment, quickly delivering innovative technologies like the Dell Buy Button, Digital Commerce and On the Box Commerce. Exploring how these technologies were delivered and executed will bring to life how modern businesses can enable customers to shop and engage on their own terms, actively engaging with them to provide them with personalized experiences that respond to their untapped needs.
• How to drive organizational change to foster a culture of customer-centric innovation and
rapid deployment
rapid deployment
• How to deliver value to customers by bringing commerce to them on their terms versus
asking customers to meet you on yours
asking customers to meet you on yours
• How to leverage strategic partnerships to deliver key customer solutions across channels
09:00 - 09:35 Retail Innovation And Disruption Keynote Panel Discussion: Framing The Digital Organization Of The Future
Part of eTail’s mission is to showcase fresh and new companies that are game changers; i.e. retail disruptors. This panel presents transformative high-growth companies that have amazing stories to share, including how and why they’ve achieved success, a break down of their business models, and how they are competing despite operating in a commodity driven environment. Nastygal is an online fashion retail empire that began as an eBay vintage store, and transitioned into a $240 million company in just seven years. Chegg has been highly disruptive in the online retail eduation space, Zulily took advantage of the flash sales model and uses data, personalization, mobile and urgency to help drive sales (and they’ve even driven some of their competitor out of business). Buying a custom suit online was an entirely new concept when Indochino launched in 2007, but the company has experienced rapid growth both domestically and internationally since then, and is now opening an offline presence. Want to see the next set of companies shaping the face of retail? Attend this opening keynote session. They’ll explain:
• What has enabled you to have the success that you’ve had to date/growth to date?
• What areas did you approach differently as you grew (channels, strategies, etc.) – what were
you able to approach differently and reinvent vs. looking at in more traditional ways?
you able to approach differently and reinvent vs. looking at in more traditional ways?
• What shifts and changes in consumer behavior are you tapping into in order to continue your
growth trajectory?
growth trajectory?
• How are you thinking about technology in terms of opportunities for your business?
09:35 - 10:10 Keynote: Innovations in Personalization: Improving Customer Experiences Through Data-Driven Messages
In the ever-evolving retail landscape, personalization has taken hold as a key strategy to meet growing customer expectations and provide unparalleled shopping experiences across channels. For Staples, an industry-leading retailer and ecommerce site, this was a driving factor for implementing the technology necessary to deliver relevant, tailored messages to every customer at any interaction. In this session, Staples and CQuotient will review how the retailer revolutionized its weekly, digital circular email feature through omnichannel data and predictive analytics, and how other retailers can implement similar initiatives to improve their results.
10:10 - 10:40 Free Bloody Marys & Morning Refreshment Break (And Your Final X Box Tournament) Sponsored By Answers
Your Chance To Win $500 COLD HARD CASH!
10:40 - 11:05 Keynote: Defining The New Retail Experience – Stores And Mobile
11:05 - 11:35 Keynote: Executive Presentation
Learn about the latest technology innovations in this high impact presentation.
11:35 - 12:00 Keynote Guest Speaker: Location Is (Still) Everything: The Surprising Influence Of The Real World On How We Search, Shop, And Sell In The Virtual One
Conventional wisdom holds that the Internet makes the world flat and reduces friction by erasing the impact of the physical world on our buying habits. But Wharton professor and marketing expert David R. Bell argues that the way we use the Internet is still largely shaped by the physical world that we inhabit. Anyone can go online and buy a pair of jeans—but the likelihood that we would do so depends to a significant degree on where we live. The presence of stores nearby, trendy and friendly neighbors, and local sales taxes, among other factors, play a critical role in our decision-making process when it comes to buying online. So too, our willingness to search for and consume information depends on where we live and who we live next to.
Bell offers a fascinating, in-depth look at online commerce and retailing through his years of research and investing and advising experience. His unique GRAVITY framework is a powerful and practical tool that explains how the real and virtual worlds connect and what Internet sellers must consider in order to succeed. At its core, Location Is (Still) Everything is a book about fundamental human behaviors and location-based conditions, and the role that they play in determining how the Internet is used in our daily lives. It will give entrepreneurs, managers, students, and investors the key to understanding how and why we use the Internet to search, shop and sell.
12:00 - 12:30 Refreshment Break & Book Signing Featuring The Book “Location Is (Still) Everything” - Sponsored By Answers
RECEIVE YOUR FREE SIGNED COPY! LIMITED QUANTITIES AVAILABLE
Track A: Data, Analytics & The Customer Journey
12:30 - 12:35 Chairperson’s Opening Remarks
Track B: User Experience Optimization, Digital Innovation & Personalization
12:30 - 12:35 Chairperson’s Opening Remarks
Track C: Growth Strategies
12:30 - 12:35 Chairperson’s Opening Remarks
Track D: Optimizing Mobile & Social
12:30 - 12:35 Chairperson’s Opening RemarksGroup 12
Track A: Data, Analytics & The Customer Journey
12:35 - 13:05 Attribution Kick-Off Panel Discussion: Getting A Handle On Attribution: Identifying Your Acquisition Costs, Revenue DriversRetailers are finally at the point where viable models exist to manage your campaigns, and our panelists walk through strategies to use data to make informed decisions for the future, and track cross-channel programs efficiently. Wondering how to get your attribution program off the ground with a starting start? This session is for you.
• How are you successfully attributing clicks? What models are you using, and why?
• Who is attributing your database?
• Is it first click, last click? A combo of those?
• Do you count middle clicks?
• How do you track it? Report it?
• How can you make the information actionable?
• How do you take the information to your third party vendors to help negotiate revenue
share?
share?
• What decision making are you leveraging based upon having attribution information to drive
your digital engagement strategies?
your digital engagement strategies?
• How are these decisions made based on channel activity?
Track B: User Experience Optimization, Digital Innovation & Personalization
12:35 - 13:05 User Experience Kick-Off Panel Discussion: Having A True User Experience Lens: Putting Your Customer FirstCustomer centricity is a core tenant to any success retail enterprise. Each of our panelists has a unique vision for their customers, and will describe how they are optimizing the customer experience pathway They will provide a practical guide around what they are working on to exceed customer expectations, as well as pitfalls they’ve avoided. Gather answers to questions in these areas:
• Integrating thinking about the customer from a user experience
• perspective first as an entire organization
• Focusing heavily on organizational best practices as your business channels mature
• Embedding user experience improvements into all cross-channel projects
Katja Schurtenberger
Director of Strategy, Planning, and Operations - HP ShoppingHewlett-Packard Company
Track C: Growth Strategies
12:35 - 13:05 Kick-Off: Globalization Panel Discussion: Building Out Ecommerce Experiences At A Local LevelThe next frontier in eCommerce is definitely around global opportunities. How can you scale your business and identify how to succeed in unique international markets? Our panelists will lay out their international game plan, tackling answers to questions such as:
• Identifying international markets with the best revenue potential
• Realizing the nuances of local markets and the specifics of running ecommerce in that region
• Examining staffing best practices and localization strategies
• Going beyond translation and identifying acceptable currencies
• Learning the acceptable payments for that region, including mobile payments
• Fulfilling properly and getting the product to the customer
Track D: Optimizing Mobile & Social
12:35 - 13:05 Multi-Screen Kick-Off Panel Discussion: Developing Optimal Multi-Screen Experiences For Your Customers Today And TomorrowCustomer experience optimization has always been a challenge in retail, now compounded by the multitude of devices available to consumers. Looking at retailers big and small, as well as media organizations, this panel dives into maintaining the best possible experience for your customers from a cross-device standpoint. Bring your multi-screen challenges to this session, and get immediate answers.
•How is consumer shopping behavior impacted by the multitude of device options? How do
you deliver an experience that doesn’t feel disjointed as consumers move across devices
(shared bag, etc.)? What is the first step in the process?
you deliver an experience that doesn’t feel disjointed as consumers move across devices
(shared bag, etc.)? What is the first step in the process?
•What types of metrics are you using to measure the effectiveness of your strategies? Have
you needed to adjust any of your previous metrics, or think about them differently?
you needed to adjust any of your previous metrics, or think about them differently?
•What is the device mix realistically going to look like in the future for consumers? Are
phones going to be used as access points to other screens (TV, etc.)?
phones going to be used as access points to other screens (TV, etc.)?
•Are consumers moving away from desktops? Can enough purchases get completed on a
tablet or mobile device to assume that consumers are moving further away from using
desktops?
tablet or mobile device to assume that consumers are moving further away from using
desktops?
•What tools and technology are available to support virtualizing software to enable this
behavior? Is the technology landscape becoming more virtualized?
behavior? Is the technology landscape becoming more virtualized?
•What impact is going to have your multi-device strategies moving forward?
Exhibit Hall Meet-Ups And Retailer-Only Activities
12:35 - 13:05 Join Us In the Social Lounge For Special Networking Roundtables. Topic: Conversion Movers And Shakers
Topic: Conversion Movers And Shakers
Hosted By: Victor Castro, Director eCommerce, Zachy’s
Hosted By: Victor Castro, Director eCommerce, Zachy’s
Track A: Data, Analytics & The Customer Journey
13:05 - 13:30 The Total Economic Impact And The Promise Of Cross-Channel Delivered
The total economic impact and the promise of cross-channel delivered.
Track B: User Experience Optimization, Digital Innovation & Personalization
13:05 - 13:30 Marketing Is Not Just About Your End Customer
For the most part of the last decade, marketers have been using various types of technology to achieve the holy grail of personalization on web, email and now mobile. Yet, despite the fact that we all understand the end game of personalization, executing some of these programs have been plagued by complex integrations, lack of flexibility and promises that are never quite realized in a live deployment. In this talk, we’ll cover a radically simple approach to achieving automated email personalization that puts control of sophisticated marketing technology, back into the marketer’s hands. Marketing software is not just about your end customer, it’s more importantly about you, the marketer.
Track C: Growth Strategies
13:05 - 13:30 The Commerce Marketing Playbook: Helping You Light Up The Revenue Scoreboard
It’s a competitive field out there, with retailers going head-to-head for increasingly sophisticated and educated consumers. Do you have a winning approach to commerce marketing? Just as a football team has go-to plays for every situation from first-and-goal to third-and-long, you need to be prepared for the many ways you can now interact with shoppers in an omnichannel world.
You need a commerce marketing playbook.
In this session, Bronto founder and CEO Joe Colopy will talk about how to confidently tackle your commerce marketing plans and will highlight some of the ways you can take your new ideas from the practice field into the marketplace to ensure championship-level commerce marketing. Attendees will walk away with:
• An understanding of the tools and technologies available for successful commerce marketing
• The ability to identify gaps and opportunities in your commerce landscape
• Specific examples of how to quantify your results
You need a commerce marketing playbook.
In this session, Bronto founder and CEO Joe Colopy will talk about how to confidently tackle your commerce marketing plans and will highlight some of the ways you can take your new ideas from the practice field into the marketplace to ensure championship-level commerce marketing. Attendees will walk away with:
• An understanding of the tools and technologies available for successful commerce marketing
• The ability to identify gaps and opportunities in your commerce landscape
• Specific examples of how to quantify your results
Track D: Optimizing Mobile & Social
13:05 - 13:30 Understanding And Improving The Mobile Experience
This presentation will detail the current mobile landscape in terms of device traffic, mobile commerce, and device market share. It also details a specific site and site owners can improve their own mobile experience for their end users.
Networking Lunch For All Attendees
13:30 - 14:30 “Meet And Eat” Networking Lunch For All AttendeesInvitation-Only Private Lunch Hosted By Media Math
13:30 - 14:30 Private Lunch Hosted By Media MathInvitation-Only Private Lunch Hosted By Kount
13:30 - 14:30 Private Lunch Hosted by KountTrack A: Data, Analytics & The Customer Journey
14:30 - 15:00 Predictive Analytics Panel Discussion: Utilizing Predictive Analytics To Personalize The Web ExperienceThe interplay between analytics and personalization is key to helping to enhance the customer experience. Our panelists examine predictive analytics and data that has helped them to shape customer experiences of the future. They tackle questions such as:
• What type of predictive analytics are you using?
• What are the key metrics you are using?
• And what metric has driven growth?
• Have you done any real-time predictive analytics on your site?
• What went wrong/pitfalls to avoid? What drawbacks happened in the process of using predictive?
Track B: User Experience Optimization, Digital Innovation & Personalization
14:30 - 15:00 Personalization Panel Discussion: The Evolution From Mass To Personal: The Personalization JourneyThis panel discussion speaks to personalization tools, when and where within the ecommerce experience personalization offers an ROI and helps you to benchmark against your own strategies. Our panelists from apparel and accessories, sporting goods and technology speak to topics including:
• What’s the right level of personalization- how personalized do you need to be?
• How are you defining site personalization (going beyond content personalization)?
• How can you market at a more personalized level within a site environment?
• What’s appropriate to avoid over personalization?
• How can you differentiate your personalized experiences based on channel? What’s the best
way to personalize from a cross-channel perspective?
way to personalize from a cross-channel perspective?
• How do you define a successful personalization site experience?
• What segmentation strategy and data sets are you using and why?
Ryan Linders
VP CRM & LoyaltySally Beauty
Track C: Growth Strategies
14:30 - 15:00 Buy Any Means Necessary: Blurring Of Lines Between The Retailers And Brands, Driven By Mobile Technologies
Brands and the retailers today share the same goal: Get the consumer what she wants when she wants it. As a result, those who make products are happy to cross into the swim lanes of those who sell products – and vice versa – in order to ensure that she gets what she wants when she wants it. Since consumers increasingly don’t differentiate between the brand and the retailer, brands and retailers can be released from trying to remain fully discrete from each other. To compete successfully in this age of mobile-driven commerce, new types of partnerships between retailers and brands should be forged.
Track D: Optimizing Mobile & Social
14:30 - 15:00 App Panel Discussion: Weighing The Importance Of An App Within Your Mobile Strategy: Pros and Cons, Do’s and Don’tsThis interactive panel delves app strategies across gaming, consumer electronics and sporting goods. Given the investment and resource level required to maintain an app, it’s important to understand all of the pros and cons. Whether you’ve closely tied your rewards program to your app like Gamestop, or helping customers discover products similar to Cabela’s, our mobile leaders present their app program, focusing on obtaining an ROI and differentiating their brand experience.
• How are you driving downloads of your app?
• How are you weighing the importance of having an app vs. an m.site?
• Did you build an app in-house or outsource?
• How is the competition around app installation impacting your strategy?
• What is the utility of your app? How are you increasing time spent on your app?
• What advantages can apps offer considering you are working within a mobile environment?
What have you taken advantage of?
What have you taken advantage of?
Track A: Data, Analytics & The Customer Journey
15:00 - 15:30 Optimizing Campaign Measurement And Generating Dashboards To Share Your Data InsightsJonathan will share lessons learned from overseeing the implementation of two algorithmic attribution programs and from serving as an analytics resource for all of Travelocity’s and Wyndham’s channel and site managers. Maximizing marketing effectiveness is a two-step process, involving:
•ROI calculation based on algorithmic channel attribution, followed by spend balancing away from lower-performing towards higher-performing channels, followed by;
•Tactical optimizations within each channel, involving questions like:
oWhich NBSEM keywords should I bid up/down on?
oCan you afford to back spend on BSEM, believing that BSEO will take up the slack?
oWhat is the true net yield of spammy email when lifetime customer value is factored in?
oHow do we throttle social investment when “walled gardens” prevent clean reporting?
Track B: User Experience Optimization, Digital Innovation & Personalization
15:00 - 15:30 Customer Experience Panel Discussion: A Transformation Of Cross-Channel Customer ExperiencesThis panel focuses on how to both internally and via customer-facing channels, transform your customer experiences to increase sales. Whether you own the cross-channel customer experience or a portion of that experience, this session is vital to your success.
• What is your customer experience pathway? Across channels?
• Has your customer experience pathway changed due to mobile and tablets?
• Which channels are you developing more heavily versus others, and why?
• How are you providing a differentiated customer experience?
Track C: Growth Strategies
15:00 - 15:30 Marketplace Panel Discussion: The Debate Continues: Pros, Cons and Pitfalls To AvoidParticipation in marketplaces can be a difficult decision for retailers, considering the profit margins in certain instances. Our panelist have successfully navigated marketplaces, and share key learnings from their experiences in this Q&A driven session. Learn the specifics to control your brand message and receive an ROI after leaving this session.
• What marketplaces do you participate in? Why did you make the choice to use a marketplace?
• Do you think the effort justified the return in terms of involvement?
• How can you grow your business on marketplaces?
• Was the marketplace what it was advertised to be?
• In terms of advertising and brand presentation, do you find it time consuming? Do you think you have enough control in these areas?
Track D: Optimizing Mobile & Social
15:00 - 15:30 Modeling Nordstrom Fit Solutions with Cox Regression
Track A: Data, Analytics & The Customer Journey
15:30 - 15:55 Controlling, Collecting And Managing Customer Data To Add Flexibility To Your BusinessPrivacy. Made famous as the 2013 Dictionary.com Word of The Year and infamous with the Snowden fallout and parade of recent high-level data breaches. Find out how to apply a few basic guidelines to keep your customer data acquisition efforts driving business results while keeping you out of the latest privacy-related headlines.
•Learn how Yamaha was able to increase transparency, simplify user choice and design a scalable framework for managing privacy in a large organization — while increasing customer acquisition rates.
•PII, COPPA, CalOPPA, FTC, OMG! Gain high-level awareness of the top issues, regulatory players and elements to consider in approaching privacy for your business.
•Get an overview of US and EU guidance on future-proofing your privacy approach.
•Pick up a few tips on how to connect IT, Marketing and Legal to design and drive a successful and holistic approach to customer privacy.
Track B: User Experience Optimization, Digital Innovation & Personalization
15:30 - 15:55 The ABC's of Testing & OptimizationNew to website testing? Curious about conversion rate optimization? Come join Ryan as he runs through the most frequently used terminology that'll help get you up to speed.
•An introductory, A to Z run through of testing and optimization terminology
•Allow leadership to better engage with employees around testing & optimization program
•Allow employees ability to understand what it's all about and be able to better champion need for it w/in organization
Track C: Growth Strategies
15:30 - 15:55 Platforming Pitfalls: Real Life Lessons To Make Your Next Replatform Project A SuccessReplatforming your online store is a massive undertaking and carries a great deal of risks. In 2015 MyBinding was able to replatform and redesign their site in approximately 6 months, stayed on budget and I was immediately able to grow traffic and sales post launch.
Discover real life tips for making your next replatform project a success. There will be problems. However, it is possible to finish on time, stay on budget and find immediate growth. Come and learn how.
• Looking for an agency or partner? Discover questions you should ask before you ever begin your project
• Finishing on Time: Learn tips for completing your project on time
• Staying on Budget: Tips for staying on budget during the platforming process
• Launching with Success: Keeping your traffic, minimizing launch problems and growing your business
Track D: Optimizing Mobile & Social
15:30 - 15:55 Looking Outside Of Traditional Social Networks To Expand Your Reach And Identifying Targeted Communities To Build Your Social Community
15:55 - 16:30 Final Networking & Happy Hour Inside The Solution Zone Sponsored by Answers
Featuring Domestic & International Beer
16:30 - 17:30 Retailer-Only Think Tank Roundtables: Continue The Networking And Have A Glass Of Wine Before The Reception
Retailer-Only Think Tank Roundtables: Continue the networking and have a glass of wine before the reception! These roundtables are a great opportunity to meet other retailers who share your exact challenges. Pick your roundtable and enjoy!
Table 1: Selling On Social: How Does It Work And Who's Doing It Well?
Host: Ivka Adam, Founder & CMO, Iconery
Table 2: Offline TV For An Online Business
Host: David Yeom, VP Marketing, The Honest Company
Table 3: Observing Search Holistically: Organic, Paid, And PLA Best Practices
Host: Zach Muha, Sr. Program Manager - Paid Search, Office Depot
Table 4: Innovative Customer Experiences
Host: Harvey Bierman, VP eCommerce Technology & Operations, Crocs
Table 5: Customer Engagement: How Are You Moving A Customer Down The Buying Journey
Host: Charlie Cole, CEO, The Line
Tabl 6: Optimizing The Mobile Shopping Experience
Host: Samantha Lee, Senior Director of eCommerce & Customer Experience, bebe
Table 1: Selling On Social: How Does It Work And Who's Doing It Well?
Host: Ivka Adam, Founder & CMO, Iconery
Table 2: Offline TV For An Online Business
Host: David Yeom, VP Marketing, The Honest Company
Table 3: Observing Search Holistically: Organic, Paid, And PLA Best Practices
Host: Zach Muha, Sr. Program Manager - Paid Search, Office Depot
Table 4: Innovative Customer Experiences
Host: Harvey Bierman, VP eCommerce Technology & Operations, Crocs
Table 5: Customer Engagement: How Are You Moving A Customer Down The Buying Journey
Host: Charlie Cole, CEO, The Line
Tabl 6: Optimizing The Mobile Shopping Experience
Host: Samantha Lee, Senior Director of eCommerce & Customer Experience, bebe