eTail East 2014 (past event)
August 11 - 15, 2014
Contact Us: 1.888.482.6012
Main Conference Day 2
07:30 - 08:05 Registration And Networking Breakfast Inside The Solution Zone
Registration And Networking Breakfast Inside The Solution Zone
08:05 - 08:20 Chairperson’s Opening Remarks
Chairperson’s Opening Remarks
08:20 - 09:00 Keynote: Breaking The Rules In Retail: Getting On The Fast Track For Growth And Innovation
Part of eTail’s mission is to showcase fresh and new companies that are not only high growth, but also innovative in their approaches. This panel presents transformative 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.
Topics span future trends and emerging business models to the latest technologies. Receive a “future forward” view of the retail during this engaging panel discussion.
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What has enabled you to have the success that you’ve had to date?
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What areas are you approaching differently as you grew – what were you able to approach differently and reinvent vs. looking at more traditional ways?
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What shifts and changes in consumer behavior are you tapping into?
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How are you thinking about technology? Are you engaging in more “cutting edge” technology (or are you playing more in the middle)?
09:00 - 09:30 Keynote: Innovating Analytics: Gaining a Competitive Advantage in a Customer-Driven World
Retailers are facing tremendous challenges as they try to navigate through today’s customer-driven landscape. As this generation of multi-channel, multi-device consumers’ expectations and technological capabilities continue to evolve so too must the analytics used to measure the experiences they have with companies.
ForeSee Senior Director of Product Strategy, Eric Feinberg, will discuss the need for a comprehensive system of metrics that eliminates metric silos to better support today’s consumer and measurement reality. He will explain how this new generation of predictive customer experience analytics can be a strategic asset and help increase the velocity of growth for retail businesses.
What You’ll Learn:
• How to connect the dots between what an anonymous visitor does online or in mobile…and connect that intent to what actually happens in the store or online at a later date
• What the next generation of Customer Experience Analytics is and how it will help you better understand the customer experience
• How predictive customer experience analytics can help you manage your business more effectively and how to take Net Promoter Score to the next level
09:30 - 10:00 Xbox Tournament And Bloody Mary Morning Break In The Solution Zone
Love a good competition? Participate in interactive games in the exhibit hall, and you’ll have a chance to win a $750 grand prize!
10:00 - 10:35 Keynote Panel Discussion: What’s Next In Ecommerce: The Evolution Of The Industry And Its Impact On Your Business
This keynote examines what is currently working in e-commerce today, as well as where the industry is headed. Our panel of experts discuss not only how they’ve grown in today’s environment, but also their plans for the future. Benchmark your current and future success against leading innovators in retail.
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What are doing now, as a seasoned e-commerce executive, to drive growth? To increase conversions?
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What is the next game-changing channel or program that will define future e-commerce experiences?
10:35 - 10:55 Keynote: Don't Neglect Branding: How Content Drives eCommerce Long Term
TBD
10:55 - 11:25 Refreshment Break In The Solution Zone: Play For A Chance To Win The eTail Trip Giveaway Grand Prize!
Refreshment Break In The Solution Zone: Play For A Chance To Win The eTail Trip Giveaway Grand Prize!
11:25 - 11:55 Keynote: Moving from the Past to the Future: Modernizing the Legacy of your Business
Charles has spent a lot of time in the ‘modernization’ of legacy platforms in his current and prior CIO roles over the past few years. Many front-end or back-end systems are approaching the 10, 15 and even 20 year mark and making those replacements can be difficult. The systems that many companies put in place at or around the start of their growth in the late 90s/early 2000s are starting to ‘age out’ or become constraints upon businesses as new models of doing business evolve and the pace of change becomes that much more rapid. Charles reviews how to bring a legacy platform up-to-date in this keynote session.
11:55 - 12:30 Keynote: Customer Experience Optimization: Mapping the Path to Successful Personalization
12:30 - 12:50 Is Domino’s Pizza a Technology Company?
Domino’s Pizza was recently described as a “technology company disguised as a marketing company disguised as a pizza company”. Learn the premise behind this statement in this presentation.
12:50 - 13:10 Keynote: Easy Upgrades To Optimize Holiday Profits
Have you started planning how to make the most of this holiday shopping season? Those who use search are your most important customers, and capturing their interest can help you drive better sales immediately. Victor Castro, Director of E-Commerce / E-Business at Zachys Wine and Liquor, did just that by adding optimized search and navigation tools to his site right before the 2013 holiday season and saw dramatic increases in conversion rates and sales. Learn from him about the tools and tricks you can implement quickly to optimize your site for the highest profitability through the holidays.
13:10 - 14:10 Lunch Reception & Networking for All Attendees
Inside The Solution Zone
13:10 - 14:10 Invitation-Only Private Lunch Hosted by Smartling
Attend a high-level networking opportunity designed as a brainstorming workshop for retailers. These sessions are invitation-only.
13:10 - 14:10 Invitation-Only Private Lunch Hosted by Software AG
Attend a high-level networking opportunity designed as a brainstorming workshop for retailers. These sessions are invitation-only.
TRACK A: Data, Analytics & The Customer Journey
14:10 - 14:20 Chairperson’s Remarks
TRACK B: Customer Engagement, Retention & Customer Service
14:10 - 14:20 Chairperson’s Remarks
TRACK C: User Experience Optimization & Conversion Optimization
14:10 - 14:20 Chairperson’s Remarks
Exhibit Hall Meet-Ups And Activities
14:10 - 14:20 Join Us In the Social Lounge For Special Networking Roundtables. Topic: Site and Conversion OptimizationEnjoy a cocktail while chatting about site conversion best practices. This session is designed as an open forum roundtable. Bring your topic three challenges with conversion optimization and leave with viable solutions.
TRACK A: Data, Analytics & The Customer Journey
14:20 - 14:50 The Next Phase of Attribution: Empowering Marketers To See What Is Successful Beyond Simple Last ClickAttribution modeling remains a struggle for many retailers, and Roy talks through his attribution journey. Is your model working? Are you using the most effective tools to analyze beyond the last click? Understand how to get more out of your model to effectively allocate your resources by the end this session.
•Modeling your data in a more robust way and scaling your attribution model
•Having powerful tools at your disposal that interact with the ability for your company to make changes
•Tying attribution back into actionable insights
- What is really working in terms of your touchpoints and programs
- How you are measuring the success of your model
- Refining and iterating your model accordingly based on these measurements
•Continuing the omni-channel conversation
TRACK B: Customer Engagement, Retention & Customer Service
14:20 - 14:50 Customer Engagement Is The New MarketingIn this session, Rose Hamilton, EVP & CMO of Pet360, will discuss best practices for developing a customer engagement strategy that provides value to your customers beyond the products you sell. Rose will walk through the development of Pet360.com, an integrated media and ecommerce experience that offers pet parents 360 degree solutions. The average cost per visit to Pet360.com is 77% lower than their pure-play ecommerce site. Monthly traffic to Pet360.com is 206% higher than their pure-play ecommerce site. Sixteen percent of buyers on Pet360.com also view content and engage with other areas of the site, resulting in increased pages per visitor and time on site. Rose will also address ways retailers can begin to see an immediate ROI from their customer engagement efforts.
TRACK C: User Experience Optimization & Conversion Optimization
14:20 - 14:50 NEW Interactive Workshop: Free User Testing For Your Website (Worth Over $5000)
Would you like to receive over $5000 worth of free user testing? Bring your laptop or tablet to this session. Greg has years of experience in user experience design and he’ll bring his expertise (and some amazing tools) to share with you in an interactive workshop. The focus will be three different levels of user testing. Looking for impartial feedback on your site usability? This session is for you!
- Hands-off approach using usertesting.com
- Upon entering you’ll receive a URL and a code to use on a special entry page on usertesting.com
- You’ll enter the code and your site URL, and before the end of the workshop you’ll receive a 15 minute video of a user interacting with your site and providing real-time feedback
- Hands on: Testing platform
- Identify areas for improvement, structure the user test, and interpret the results
- Get real-time (within 5 seconds) information
- Advanced Usability: Eye tracking Technology
- This will showcase what user testing is like at an advanced level
- See a visual heat-map to help you to understand why initiatives are overlooked, or some are focused on more than others
- You’ll have a chance to receive FREE EYE-TRACKING SOFTWARE, WORTH OVER $2000!
Exhibit Hall Meet-Ups And Activities
14:20 - 14:50 Join Us In the Social Lounge For Special Networking Roundtables. Topic: Site and Conversion Optimization
Join Us In the Social Lounge For Special Networking Roundtables. Topic: Online Marketing Best Practices (Featuring PLA discussion, Impact of Google’s last update, Affiliates, etc.)
TRACK A: Data, Analytics & The Customer Journey
14:50 - 15:25 Five Key Principles To Embrace & Engage The Multi-Channel ConsumerWe’re in the midst of a revolution in how smart data sets and technology are being used to reach consumers across all digital channels. New technologies have arrived; but many retailers haven’t yet mastered the tools that are currently available.
In this session, Avi Spivack, Adroit Digital’s Director of Product Marketing, will share five data-driven marketing tactics that most retailers likely are not yet putting into action.
These tips will help brands better target, engage and understand consumers across the omni-channel shopping experience. Attendees will learn to:
• Know your data & use it wisely
• Align your campaign goals to the right strategies
• Move beyond retargeting to gain new customers
• Evaluate and account for the cross-device, cross-channel shopper experience
• Optimize and test cross-channel creative messaging
TRACK B: Customer Engagement, Retention & Customer Service
14:50 - 15:25 How to Win Your Customers Hearts and Minds? – Cross-Channel Loyalty Program CaseLars Crama, Director at 2organize, together with Selligent, omnichannel audience engagement solution, explain the multichannel approach and other key success factors of the loyalty program launched by A.S.Watson, the world's largest health, beauty & lifestyle retailer, for its brand Kruidvat in the Benelux.
While more than ever marketers are eager to engage their customers, few Loyalty cards survive. So how has A.S.Watson been able to activate this card active in more than 25% of all households in the Netherlands? Showing great conversions and results? Just attend this session and you will know!
Exhibit Hall Meet-Ups And Activities
14:50 - 15:25 Continuation Of: Join Us In the Social Lounge For Special Networking Roundtables. Topic: Site and Conversion Optimization
Join Us In the Social Lounge For Special Networking Roundtables. Topic: Online Marketing Best Practices (Featuring PLA discussion, Impact of Google’s last update, Affiliates, etc.)
TRACK A: Data, Analytics & The Customer Journey
15:25 - 16:00 Panel Discussion: Developing Optimal Long And Short-Term Strategies To Allocate Your Marketing Programs And BudgetBeing able to effectively allocate both budget and resources is top of mind for every retailer, no matter the industry sector. The panel delves resource management, data compilation, and the reduction of drop-offs during the purchase cycle. Ensure you are gaining an ROI on all of your marketing programs.
•Understanding how users may interact with your brand in different channels (i.e. on mobile, PC and tablets)
•Developing strategies to compile and action that data
•Understanding user behavior in terms of different channel interactions within the purchase process
•Structuring a strategy around these specific behaviors
•Developing a holistic view of the ROI of different marketing programs to accurately budget and focus resources
•Adding features and functionality that will complement these marketing programs in the future
•Maximizing your marketing spend in the short-term
•Gathering a deeper understanding, in real-time of how your customers are using different channels and devices to complete the purchase cycle
TRACK B: Customer Engagement, Retention & Customer Service
15:25 - 16:00 Conversion Collision – The Intersection Of Brand Vision And FunctionalityAs the role of e-commerce within omni-channel retail grows at a dizzying rate, many organizations are faced with a conundrum of priorities. Is the primary role of the e-commerce channel to act as a window to the brand, or to drive immediate growth of the top and bottom line, acquire new customers, collect key demographic data? Can you have your cake and eat it too?
- Understanding inspirational vs. actionable content
- Balancing short-term vs. long-term impact on the customer behavior and relationship
- Minding the bottom line
- Implications in organizational design
TRACK C: User Experience Optimization & Conversion Optimization
15:25 - 16:00 Panel Discussion: Setting The Bar For Website Experiences To Increase Customer Engagement And SalesConsumer expectations around digital experiences continue to increase. How can you keep pace? This panel lays the foundation for web experiences today, how to maximize your site experience and ensure you are driving conversions with every customer interaction.
- How is website interactivity evolving?
- What new UI technologies are gaining traction?
- What are you doing that is innovative from a web design point of view?
Exhibit Hall Meet-Ups And Activities
15:25 - 16:00 Women In (r ) eTail Networking Roundtable (Retailer-Only) & Cocktail HourThis brand new networking session brings together female eCommerce executives, from every size organization. If you are looking to meet with other dynamic women leading the charge in ecommerce, this is the session for you.
Exhibit Hall Meet-Ups And Activities
16:00 - 16:30 End Of The Exhibit Hall Meet-Ups And Activities TrackEnd Of The Exhibit Hall Meet-Ups And Activities Track
16:00 - 16:30 Final Networking & Happy Hour Inside The Solution Zone: Featuring eTail’s Grand Prize Giveaway!
Final Networking & Happy Hour Inside The Solution Zone: Featuring eTail’s Grand Prize Giveaway!
TRACK A: Data, Analytics & The Customer Journey
16:30 - 17:00 Panel Discussion: Capturing, Leveraging And Actioning Customer Data Efficiently And EffectivelyOur data experts convene to outline new ways to capture customer data. With some much data at your fingertips, it is crucial to be able to harness and utilize that data in the most efficient way possible. By the end of this panel discussion, you’ll develop a holistic view of your data sets and disseminate that information back out to your rest of your organization.
•Using first, second and third party data sets for targeting customers
•Combining these data sets to obtain a holistic view of your customer
•Going beyond A/B and multivariate testing
•Using an integrating tool for targeting after your data sets have been integrated
•Consolidating all of your data providers onto one platform to obtain this holistic view
TRACK B: Customer Engagement, Retention & Customer Service
16:30 - 17:00 Panel Discussion: Generating Optimal Customer Experiences That Drive Brand Engagement And ROI For Your BusinessCustomer experience and engagement are far reaching topics, and our panelist will narrow down how they’ve been able to engage and retain customers. Attend this interactive panel and understand how to exceed customer expectations when they are interacting with your brand, cross-channel, and drive a higher LTV.
•What are the main challenges you face in delivering a better customer experience and how are you overcoming them?
•What have you done that you’re most proud of?
•What are some of the barriers to success you’ve experienced when trying to deliver a better customer experience?
•What are some of the pitfalls that should be avoided in terms of customer experience optimization?
•How are you driving innovation in terms of your customer experience? How are you wowing your customers?
TRACK C: User Experience Optimization & Conversion Optimization
16:30 - 17:00 Panel Discussion: Rethinking Usability Testing And Focusing On Long-Term ROI Drivers For Your OrganizationTo execute any usability testing successfully, you must have a structure to your tests. Our web production, ecommerce and usability experts talk through the process needed to set-up, execute and obtain the results you are looking for, when performing usability testing on your site.
•How are you structuring your tests, and who is involved?
•How to think about internal communication and how UX fits into the larger organization
•How are you thinking about ROI from a UX perspective?
•What KPIs are you using?
TRACK A: Data, Analytics & The Customer Journey
17:00 - 17:30 Big Data Can Equal Big HeadacheBig Data can equal Big Headache, it’s a buzzword that can make even the savviest heads spin. But when viewed through your specialty, that of an online retailer--your perspective and expertise can provide a unique understanding and manipulation that WILL equal unprecedented returns. Providing from-the-trenches experience, T.J. Gentle of Smart Furniture has integrated true retailer knowhow with various customer data points which has led to both double digit customer conversion and massive average order value increases. During this engaging and in-depth session, Smart Furniture President and CEO T.J. Gentle will share his game changing techniques for utilizing the plethora of customer data available, engaging and CONVERTING digital customers in the next phase of retail.
•Gain a deeper understanding on how Big Data can be better understood in order to positively affect consumer engagements and conversions
•Learn key insights to segmenting customer data for valuable interactions and touch points
•Take away a tactical action plan for intercepting and managing customer data and putting it to work for greater ROI
TRACK B: Customer Engagement, Retention & Customer Service
17:00 - 17:30 The Math Of Text! An Approach To Romancing Customer SentimentsAll online retailers gather valuable information from their customers in the form of Product Reviews online. This information is collected using review forms on the website and through post purchase survey emails which are sent to customers. We can leverage this data to improve the product selection process and improve the overall merchandise quality. However the majority of the data is in an unstructured text format, which is fundamentally different from quantitative score data. Retailers need to perform advanced text mining to derive these sentimental insights. The following case study explains a live example which allows online retailers to harvest this qualitative information.
TRACK C: User Experience Optimization & Conversion Optimization
17:00 - 17:30 Crypto Currency: Fade Or FutureThe newest crypto currency, Bitcoin, is a hot topic for retailers when examining alternative payment methods. In the first 2 months of accepting Bitcoin, Tigerdirect.com had:
•Over 1 million dollars in sales
•18 percent higher AOV
•59 percent we’re new customers
Attendees will walk away with a full understanding of Bitcoin and all other crypto currencies. Steve will walk through all the steps from start to finish on how to accept the currency and the different options available to retailers. Make an informed decision as to whether or not Bitcoin acceptance will be a profitable endeavor for your business.
•Understanding of Bitcoin – how its created, earned, and spent
•The several different paths too accepting Bitcoin as a payment
•Is crypto currency acceptance beneficial to your site and customers?
TRACK A: Data, Analytics & The Customer Journey
17:30 - 18:00 How To Scale Your Optimization Program Across Business Units And BrandsBuilding a successful optimization program presents an array of obstacles, from executive education and buyoff, to balancing the right resources to support it. And how do you scale it to support each organizational branch as a business of one? Marriott International shares how it grew its program swiftly by evangelizing its progress and success, and how Marriott plans to continue the program’s growth throughout the organization to serve each hotel and hotel brand on its own.
•Learn how a customer-centric approach is key to program success
•Hear key considerations for building an optimization program that scales
•Identify which capabilities Marriott leans on to stretch its program to each brand and channel
TRACK B: Customer Engagement, Retention & Customer Service
17:30 - 18:00 From $0 To Millions – How To Build An Ecommerce Strategy With Limited ResourcesLearn how Put Me In The Story was able to leverage the capabilities within Sourcebooks to create a unique gift product that continually delights customers and creates advocates. In just one short year, Mike and Dominique will walk through the story on how the company’s ecommerce sales have grown from $0 to a multimillion dollar business and the valuable lessons learned along the way.
•Using customer data to find a unique product
•The Power of Failure when building a marketing strategy
•A methodology for how to sort through projects for potential opportunity
•Being agile within your marketing tactics (white-label program, etc.)
TRACK C: User Experience Optimization & Conversion Optimization
17:30 - 18:00 Panel Discussion: Taking The Next Step In Platform TransitionsMigrating to a new platform is a huge undertaking, and our experienced experts will walk through the process, step by step. Receive a detailed outline of how to ensure your platform transition is a smooth one, and minimize time, effort and resources during the process.
•Identifying when to make the transition
•Evaluating development partners
•Identifying critical features and functionality for the new platform
•Examining potential risks (product database, integration with other systems, etc.)
18:00 - 18:45 Retailer-Only Think Tanks & Cocktails
Join a table of peers discussing topics ranging from UGC to mobile to omni-channel best practices. Looking for honest feedback about your strategies, in a vendor-free environment. The best part? You'll meet other retailers who share your same challenges and can offer real tangible solutions. Check back frequently for updates on topics and hosts. Current topics and hosts include:
Table 1: Mobile Marketing and Commerce Best Practices
Hosted By: Victor Ortiz, Director Mobile Retail Engagement, Toys R’ Us
Table 2: Integrating Social and UGC Into Your Website
Hosted By: Shawna Hausman, VP eCommerce and Digital Marketing, Giggle
Table 3: Digital Marketing Best Practices
Hosted By: Jay Greenberg, Director eCommerce Marketing, Bed, Bath & Beyond
18:45 - 23:59 End Of Main Conference Day Two
End Of Main Conference Day Two