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Kevin Ertell

SVP Digital
Sur La Table

Kevin Ertell is Senior Vice President of Digital at Sur La Table, where he is responsible for ensuring the company’s digital business delivers a top notch experience to its customers and its staff alike. Ertell has worked exclusively in retail for more than 29 years, and has focused his expertise on e-commerce since 1997. He was Senior Vice President and Managing Director of TowerRecords.com and subsequently served as Senior Vice President of E-Business with Borders, where he re-launched Borders.com as an e-commerce site and led the team that built Borders Rewards. More recently he was Vice President of Retail Strategy at ForeSee Results, where he collaborated with the product, delivery, client services and marketing teams to maximize the company's value to more than 100 top retailers and Chief Marketing Officer at OnlineShoes.com, where he was responsible for the e-commerce storefront and all marketing efforts.

A well-known and respected figure in the online retail industry, Ertell is regularly called upon to share his knowledge. He has been a featured speaker at numerous e-retail conferences, including Shop.org, eTail and Internet Retailer, in addition to having been featured and quoted in The Wall Street Journal, The New York Times, USA Today, Publishers Weekly and The Detroit Free Press, among other prestigious publications. He is a member of Shop.org's Board of Directors and the NRF Foundation Board of Directors. Ertell regularly catalogs his thoughts and wisdom about retail and online commerce on his insightful blog, Retail: Shaken Not Stirred.

Follow Kevin @kevinertell

Check out the incredible speaker line-up to see who will be joining Kevin.

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

Thursday, June 2nd, 2016

08:40 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?

16:15 Tracking Panel Discussion: Tracking The Impact Of Digital On In-Store: Having A Clear Picture Of Where Your Customers Are Shopping And Why

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?