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Sam Norpel

VP Digital Transformation and Acquisition
Land's End

As Vice President of Digital Transformation and Acquisition at Lands’ End, Sam plays a critical role in developing the brand’s digital presence and driving purchasing behavior through the use of digital techniques, including emerging platforms and technologies.

Sam joins Lands’ End as an accomplished manager with over 16 years of interactive strategy, e-commerce, design and development, digital marketing and analytics experience in the retail, financial services, environmental and higher education industries. She brings a unique blend of strategic ingenuity and hands-on technical skills used to develop online marketing strategy, manage a team of internet marketing specialists and direct multi-channel projects from conception to completion.

Before joining Lands’ End, Sam served as the vice president and director of marketing for True Action, an eBay Inc. company. Throughout her career she has worked with a number of reputable brands, including Calvin Klein Inc, Donald J Pliner, Charlotte Russe, kate spade, Kate Spade Saturday, JACK SPADE, Lucky Brand Jeans, Levi Strauss & Co., Monet, kensie, Speedo, Radio Shack, Palm, Advanta and Chase.

Follow Sam @LandsEnd

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

Download The Latest Agenda

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

Thursday, June 2nd, 2016

16:15 Retention Panel Discussion: Retention And Loyalty: Embracing Your Customer Base (New And Existing) And Focusing On Extracting The Greatest Net Benefit From Them

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

Main Day Two : Innovate, Transform Or Disrupt – Change The Retail Game

Saturday, July 2nd, 2016

12:35 Attribution Kick-Off Panel Discussion: Getting A Handle On Attribution: Identifying Your Acquisition Costs, Revenue Drivers

Retailers 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?

• What decision making are you leveraging based upon having attribution information to drive
your digital engagement strategies?

• How are these decisions made based on channel activity?