eTail West 2015 (past event)
February 17 - 20, 2015
1-888-482-6012
Main Day One: Omni-channel And Digital Strategies To Grow Your Bottom Line
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
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
08:15 - 08:40 Keynote: The Digital Transformation Of A 100 Year Old Brand
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.
08:40 - 09:10 Keynote C-Level Panel Discussion: Staying Competitive In A Rapidly Evolving Retail World As A Multi-Channel Organization
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?
• 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?
09:10 - 09:45 Keynote: Trends Shaping The Future Of Commerce
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
09:45 - 10:15 Free Mimosas & Refreshment Break In The Solution Zone Sponsored by Answers
10:15 - 10:45 Growth Strategies Keynote Panel Discussion: Forecasting For Growth In Today’s Retail Market
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?
for your organization?
• What technologies or channels are making an impact within your organization in terms of
growth?
growth?
• What are your predications around growth of the industry?
• What internal challenges have you navigated to enable long-term growth?
10:45 - 11:20 Keynote: Email & Mobile: Takeaways From The Holidays And Tips For Improving In 2015
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
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
11:20 - 11:45 Keynote Executive Presentation
Pattiann McAdams
CEO, Rentbid.com / Former SVP, General Manager Of Direct Business, Bath andRentbid.com
11:45 - 12:10 Keynote: One Customer, One Organization, One P&L
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.
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
Track B: The Omni-Channel Experience & Integrated Marketing
12:40 - 12:45 Chairperson’s Opening Remarks
Track C: Conversion Optimization & Testing
12:40 - 12:45 Chairperson’s Opening Remarks
Track D: Next Generation Retail & The Mobile Experience
12:40 - 12:45 Chairperson’s Opening Remarks - TouchCommerce
Track A: Content Marketing, Loyalty & Engagement
12:45 - 13:10 Kick-Off Session: 8 UnTrends To Growing Your BusinessSean 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!"
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
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.
Track C: Conversion Optimization & Testing
12:45 - 13:10 Kick-Off Session: Conversion Growth Through Testing And PersonalizationIn 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
Track D: Next Generation Retail & The Mobile Experience
12:45 - 13:10 Kick-Off Session: Analyzing Product Perception And Brand Sentiment With Big Data ToolsSocial 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
Track A: Content Marketing, Loyalty & Engagement
13:10 - 13:45 Customer Retention Through Advanced Data-Driven MarketingYou’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
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
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
• 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
Track C: Conversion Optimization & Testing
13:10 - 13:45 Increase Trust On Your Website To Drive ConversionsTrust 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
Track D: Next Generation Retail & The Mobile Experience
13:10 - 13:45 Improving Discoverability & ROI Across DevicesSmartphone. 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.
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.
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 SymantecInvitation-Only Private Lunch Hosted By Adroit Digital
13:45 - 14:45 Private Lunch Hosted By Adroit DigitalGroup 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 ContentAs 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?
Track B: The Omni-Channel Experience & Integrated Marketing
14:45 - 15:15 Disruption Panel Discussion: Transforming Through DisruptionThe 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?
Track C: Conversion Optimization & Testing
14:45 - 15:15 Testing Panel Discussion: Being A Truly Nimble/Agile Organization Through Experimentation And Testing
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?
• 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?
Track D: Next Generation Retail & The Mobile Experience
14:45 - 15:15 In-Store Panel Discussion: The Digitization Of In-Store To Maximize RevenuesRetailers 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?
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 PracticesTopic: Testing Best Practices
Host: Seth Moore, VP Website Marketing, Overstock.com
Group 18
Track A: Content Marketing, Loyalty & Engagement
15:15 - 15:30 5 Keys To Global eCommerce SuccessLearn about the latest technology innovations in this high impact presentation.
Track B: The Omni-Channel Experience & Integrated Marketing
15:15 - 15:30 Get Your Customers To Both Engage (And Buy) With Real-Time Contextualized MessagingIn 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!
Track C: Conversion Optimization & Testing
15:15 - 15:30 How a $1 Spent on Customer Experience can return more than $1 Spent on TrafficThis 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.
Track D: Next Generation Retail & The Mobile Experience
15:15 - 15:30 Leveraging Big Data For Optimal Omnichannel Investment
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.
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 PracticesTopic: Testing Best Practices
Host: Seth Moore, VP Website Marketing, 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
Track A: Content Marketing, Loyalty & Engagement
16:15 - 16:45 Retention Panel Discussion: Retention And Loyalty: Embracing Your Customer Base (New And Existing) And Focusing On Extracting The Greatest Net Benefit From Them
Speakers:
Trevor Legwinski VP Marketing and eCommerce Bambeco
Sam Norpel VP Digital Transformation and Acquisition Land's End
Matthew Edstrom Sr. Director, Head of Proflowers Marketing Proflowers
Jen Horsley Regional Vice President, New Business Development HelloWorld
Nitin Bhaskaran Senior Manager Online Product Management The Home Depot
Trevor Legwinski VP Marketing and eCommerce Bambeco
Sam Norpel VP Digital Transformation and Acquisition Land's End
Matthew Edstrom Sr. Director, Head of Proflowers Marketing Proflowers
Jen Horsley Regional Vice President, New Business Development HelloWorld
Nitin Bhaskaran Senior Manager Online Product Management The Home Depot
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
lifecycle
• Focusing on segmentation, program development and execution, analysis, program
refinement, and economic value summary
refinement, and economic value summary
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 WhyOur 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?
Jason Gowans
Director Data LabNordstorm
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
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
• 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
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
Exhibit Hall Meet-Ups And Retailer-Only Activities
16:15 - 16:45 Join Us In the Social Lounge For Special Networking Roundtables.Topic: The Importance Of Developing An Omniplatform Strategy To Create A First-Rate User Experience Across Devices
Host: Aki Iida, Head of Mobile, Zappos
Group 21
Track A: Content Marketing, Loyalty & Engagement
16:45 - 17:15 butter LONDON: The Best Kept Beauty SecretSession 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
Track B: The Omni-Channel Experience & Integrated Marketing
16:45 - 17:15 Panel Discussion: Efficiently Creating An Integrated Omni-Channel EnvironmentThis 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
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
Track C: Conversion Optimization & Testing
16:45 - 17:15 eCommerce Panel Discussion: A Review Of The Roles And Responsibilities Needed To Further eCommerce OrganizationsAll 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?
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?
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?
further your ecommerce business?
Track D: Next Generation Retail & The Mobile Experience
16:45 - 17:15 What Was, What Is, And What’s Coming – The Future Of eShoppingDespite 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.
Exhibit Hall Meet-Ups And Retailer-Only Activities
16:45 - 17:15 Continuation Of: Join Us In the Social Lounge For Special Networking Roundtables.Topic: The Importance Of Developing An Omniplatform Strategy To Create A First-Rate User Experience Across Devices
Host: 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
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.
Track B: The Omni-Channel Experience & Integrated Marketing
17:15 - 17:40 How To Bring Digital Relevancy To A Legacy CompanyIt’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?
Track C: Conversion Optimization & Testing
17:15 - 17:40 Your Test Failed, Congrats!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?
Track D: Next Generation Retail & The Mobile Experience
17:15 - 17:40 Redbox: The Intersection Of Entertainment And Retail
17:40 - 17:45 Women In (r )eTail Happy Hour (Retailer - Only): Networking. Guidance. Inspiration
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!