eTail East 2014 (past event)
August 11 - 15, 2014
Contact Us: 1.888.482.6012
Main Conference Day 1
07:15 - 07:30 Retailer Private Breakfast Hosted By IBM
Retailer Private Breakfast Hosted By IBM
07:30 - 07:50 Registration And Networking Breakfast Inside The Solution Zone
Registration And Networking Breakfast Inside The Solution Zone
07:50 - 08:00 Welcome Address & Opening Ice Breaker
Welcome Address & Opening Ice Breaker
08:00 - 08:15 Chairperson’s Opening Remarks
Chairperson’s Opening Remarks
08:15 - 08:50 How to Deliver an Experience that Rocks Customer Satisfaction Every Single Time
Every aspect of Paper Style’s company culture is designed to place customer satisfaction as their top priority. “Wow,” “Awesome,” and “Amazing” is the typical customer feedback. From the moment an order is placed, it is handled with care and attention to detail at every step of the way. Should a customer be unhappy with their order, Paper Style’s Customer Service department, the Paper Stylists, steps in to enforce their 100% Happiness Guarantee and ensure that any unsatisfied customer is taken care of. Most recently, Paper Style has deployed video to reveal more of the Company’s personality. In this customer-focused session, David will outline how Paper Style’s passion for making the customer happy truly sets them apart from other retailers.
08:50 - 09:25 Keynote: Increase Trust on Your Website to Drive Conversions
Trust 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
09:25 - 09:55 Keynote Panel Discussion: Staying Competitive In A Rapidly Evolving Retail World As A Multi-Channel Organization
Customer expectations are increasing rapidly today. How can you remain competitive? Our group of panelists from leading multi-channel retailers discuss how emerging trends and the latest technologies are influencing their long-term growth strategies.
• How do you get your larger organization aligned internally?
• How are you re-organizing around multi-channel?
• How do you align the customer experiences across channels?
• What around challenges are you experiencing in terms of executing multi-channel experiences?
• What success stores can you share?
• What is enabling growth within your organization? What channels are seeing the most growth, and why?
09:55 - 10:25 Free Swag And Mimosa Morning Refreshment Break
Looking for some amazing freebies, the best “swag” at the conference? This break is all about the “Swag” so grab as much as you can! Also enjoy tasty mimosas and refreshments in the Exhibit Hall.
10:25 - 10:50 Guest Speaker & Author: THE MOBILE MIND SHIFT: Tapping Mobile Moments To Acquire and Retain Customers
Receive a FREE signed copy during the 11:45am Break!
Hosted By: Josh Bernoff, SVP Idea Development, Forrester
Mobile has reprogrammed people's brains. Consumers turn to the phone to satisfy every need, and brands must respond. This change in behavior creates a series of mobile moments in which companies can create loyalty -- or be shut out by a more nimble mobile competitor. Both entrepreneurial companies like Alex and Ani and huge corporations like Nordstrom and American Airlines are winning in mobile moments. Are you? Josh presents a keynote session focused on the mobile mind shift, and he will be holding a book signing immediately after his presentation in the Solution Zone!
- Understand how the mobile mind shift: the expectation that you can get what you want in my immediate context and moments of need
- Learn how mobile moments define your new business opportunity — and challenge
- Make the most of their mobile relationships with consumers
10:50 - 11:10 Keynote: Achieving Personalized Relevant Marketing With A Lean Team
Retail Keynote Presentation
11:10 - 11:45 Keynote: Reengineering The Omni-Channel Opportunity
For retailers, the omni-channel opportunity is paramount to success. The largest retailers know that they need to execute an omni-channel strategy, however, many of advanced marketers struggle to understand the customer, and their behaviors across channels, and by channel. A programmatic solution affords marketers a view into the media and messaging that works. Mike Lamb will provide best practices on implementing programmatic to reengineer and ultimately seize the omni-channel opportunity.
11:45 - 12:15 X Box Tournament & Book Signing Inside The Solution Zone: Featuring the brand new book, “THE MOBILE MIND SHIFT”
Love a good competition? Participate in interactive games in the exhibit hall, and you’ll have a chance to win a $250 grand prize! You can pick up an autographed copy of Josh Bernoff, SVP Idea Development at Forrester, new book, “The Mobile Mind Shift”.
Limited Quantities Available.
12:15 - 12:50 Keynote Panel Discussion: Organizing And Executing Omni-Channel Strategies
Are you organizing your organization effectively, setting up and aligning internal goals, and developing competencies to solve the “multi-channel problem”? Our group of panelists discuss how they are executing omni-channel experiences that resonate with their customer base. Turn your multi-channel challenges into multi-channel solutions by the end of this keynote session.
• Bringing continuity to the omni-channel experience
• Solving tracking and reporting challenges to credit the sale appropriately
• Developing the appropriate KPIs
• Understanding truly what “customer-driven” means to your company, your goals, your technology stack, organizational charts, project methodology
• Creating operational efficiencies within multi-channel
• Permeating customer-driven strategies throughout your entire multi-channel organization
Sara Onken
Digital Marketing ConsultantSteelcase
12:50 - 13:15 Keynote: Social Commerce And Engagement In The Retail World
Turning passive engagements in social to active, conversion-driving dialogue does not happen by osmosis. Retailers making strides in this realm do so with thoughtful, well-considered strategic objectives in mind. But what does that really look like? Learn how smart retailers have meaningfully integrated Facebook into their marketing strategies to drive significant sales growth while maximizing ROI by driving conversion. Explore what this means for retailers today, and what the future of social, digital, and mobile marketing will look like for retailers and shoppers.
13:15 - 14:30 Lunch Reception & Networking For All Attendees
Enjoy a buffet-style lunch in the Exhibit Hall.
13:15 - 14:30 Invitation-Only Private Lunch Hosted By Kount
Attend a high-level networking opportunity designed as a brainstorming workshop for retailers. These sessions are invitation-only.
13:15 - 14:30 Invitation-Only Private Lunch Hosted By Symantec
Attend a high-level networking opportunity designed as a brainstorming workshop for retailers. These sessions are invitation-only.
TRACK A: How To Beat Amazon and Growth In Retail
14:30 - 14:40 Chairperson’s Remarks
Chairperson's Remarks
TRACK B: Omni-Channel/Multi-Channel Execution
14:30 - 14:40 Chairperson’s Remarks
Chairperson's Remarks
TRACK C: Social, Mobile and Online Marketing Innovation
14:30 - 14:40 Chairperson’s Remarks
Chairperson's Remarks
Exhibit Hall Meet-Ups and Activities
14:30 - 14:40 Join Us In the Social Lounge For Special Networking Roundtables. Topic: Online Marketing Best Practices - Featuring PLA discussion, Impact of Googles last update, Affiliates, etc.
Join Us In the Social Lounge For Special Networking Roundtables. Topic: Online Marketing Best Practices (Featuring PLA discussion, Impact of Googles last update, Affiliates, etc.)
TRACK A: How To Beat Amazon and Growth In Retail
14:40 - 15:10 NEW: Interactive Workshop: How to Beat Amazon NowThe cover story of the October 17, 2010 issue of Business Week magazine explored “What Amazon Fears Most?” The answer: Diapers.com. A few months later Diapers.com, along with its parent company Quidsi, were an Amazon-owned company. Josh Himwich, currently VP of Product at XO Group (home to The Knot, The Bump and The Nest), was Employee #4 at Quidsi and led the Product team that built their family of eCommerce sites. In an interactive session that will be equal parts strategic and tactical, hear for the first time how Diapers.com competed so effectively against Amazon, what lessons you can learn and apply from their success, and, most importantly, what he sees as the single most compelling strategy for challenging not only Bezos’ empire but also the rivals in your own verticals. Bring plenty of questions and insights from your personal experience to get the most out of this session!
TRACK B: Omni-Channel/Multi-Channel Execution
14:40 - 15:10 Panel Discussion: The Digitization of the In-Store Experience to Create a Holistic Omni-Channel StrategyRetailers 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 do you incentivize store personnel to integrate digital programs?
- How is mobile influencing the in-store experience? Has it enabled changes in your in-store experience?
- Are your promotions and pricing consistent across channels? Why or why not?
- How are you measuring the impact of shoppers who research online and then buy in the store? What metrics are you using, and why?
- What impact does the digital footprint (web and mobile) have on in-store sales?
TRACK C: Social, Mobile and Online Marketing Innovation
14:40 - 15:10 NEW: Interactive Workshop: Optimizing The Overall Customer Experience For The Mobile CustomerThis hands-on workshop demonstrates how Motorcycle Superstore and other sites have tackled the explosive growth of mobile and the benefits and common missteps. Compare your mobile site and/or app with the group in a live Q/A. Bring your mobile device with you – attendees will walk through their own mobile experiences.
- What does your mobile site and your mobile initiatives look like now and in the future?
- What are the advantages and disadvantages of having an app vs an m.site or going totally responsive?
- How do you future proof your sites design to keep up with the pace of new devices on the market?
- How do you show the business value of focusing on the mobile experience?
Exhibit Hall Meet-Ups and Activities
14:40 - 15:10 Continuation Of: Special Networking Roundtables In The Social Lounge. Topic: Online Marketing Best Practices (Featuring PLA discussion, Impact of Google’s last update, Affiliates, etc.)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.)
Hosted By: Sara Shikhman, Co-Founder and CEO, Rent A Gent
Brian Green, VP Marketing, Adorama
TRACK A: How To Beat Amazon and Growth In Retail
15:10 - 15:45 Maximizing Every Opportunity to Drive ConversionsAs the consumer’s path to purchase becomes increasingly complex and fragmented, the ability to efficiently scale conversions can become a key competitive advantage for ecommerce marketers of all sizes. But capitalizing on this opportunity requires the ability to reach customers at the right time, with precisely the right message, on any device. In this session we’ll present insights, tips and case studies to help you extend your performance marketing strategy across devices and through the funnel in order to boost sales and improve ROI.
TRACK B: Omni-Channel/Multi-Channel Execution
15:10 - 15:45 Continuation Of: Panel Discussion: The Digitization of the In-Store Experience to Create a Holistic Omni-Channel StrategyRetailers 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 do you incentivize store personnel to integrate digital programs?
- How is mobile influencing the in-store experience? Has it enabled changes in your in-store experience?
- Are your promotions and pricing consistent across channels? Why or why not?
- How are you measuring the impact of shoppers who research online and then buy in the store? What metrics are you using, and why?
- What impact does the digital footprint (web and mobile) have on in-store sales?
TRACK C: Social, Mobile and Online Marketing Innovation
15:10 - 15:45 20 Tips for High Performance Responsive DesignLearn the tips and tricks Responsive Design experts use to achieve fast page load times and elegant user experiences. Dive a little deeper and understand what organizational considerations and processes will help you build the necessary structure to create and support an effective Responsive Design experience. In these 30 minutes, you will glimpse into the trenches of the Responsive Design experts, and see what lessons their numerous Responsive Design site builds have yielded.
Exhibit Hall Meet-Ups and Activities
15:10 - 15:45 Continuation Of: Special Networking Roundtables In The Social Lounge. Topic: Online Marketing Best Practices - Featuring PLA discussion, Impact of Googles last update, Affiliates, etc.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.)
Hosted By: Sara Shikhman, Co-Founder and CEO, Rent A Gent
Brian Green, VP Marketing, Adorama
TRACK A: How To Beat Amazon and Growth In Retail
15:45 - 16:15 Best Practices In Scaling Up Internationally For Shipping In eCommerce
E-commerce is global- the biggest turf battle is rapid delivery. If your company does not offer the service- somebody else will. International shipping is such an important area of focus for Spreadshirt in 2014 that they have tripled the number of ship to countries during the first 4 months.
• Assess the value of adding a new country
• Determine how to select a reliable shipping partner
• Understand how to contain costs
• Manage international logistics
• Assess the value of adding a new country
• Determine how to select a reliable shipping partner
• Understand how to contain costs
• Manage international logistics
TRACK B: Omni-Channel/Multi-Channel Execution
15:45 - 16:15 Successfully Use Email to Close the Smartphone Browse-To-Buy GapIt’s likely that many people are viewing your emails and visiting your website on their smartphones. But how many of them are converting? Conversions can be negatively impacted by various factors, including clicking from a mobile-friendly email to a non-mobile website or landing page, distractions and multitasking on the part of the recipient and the awkward or time-consuming registration and payment process on a small screen.
While addressing some conversion roadblocks might require extensive website and ecommerce makeovers, email can be a key tool in helping to take the friction out of smartphone shopping.
In this session, McDonald will highlight tactics designed to make your emails an engaging (and mobile-friendly) experience that will lead consumers to keep your messages in their inboxes until they're ready to act, including:
• Use responsive design techniques
• Add an email message to your onboarding program that encourages customers to register an account and/or store payment information
• Promoting social sign-in
• Creating educational emails for your shoppers
• Re-sending
• And much more
TRACK C: Social, Mobile and Online Marketing Innovation
15:45 - 16:15 Leading The Pack: Novel Search Strategies To Outperform Your Competition
In a constantly changing search landscape where customer demands are driving retailers to find new ways of improving our performance in search, see what Advance Auto Parts has done to become the number 1 company in the multi-billion dollar auto parts industry. This session will explore the opportunities that have great impact on company performance and generate long-lasting competitive advantage.
Exhibit Hall Meet-Ups And Activities
15:45 - 16:15 Continuation Of: Special Networking Roundtables In The Social Lounge. Topic: Online Marketing Best Practices (Featuring PLA discussion, Impact of Google’s last update, Affiliates, etc.)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.)
Hosted By: Sara Shikhman, Co-Founder and CEO, Rent A Gent
Brian Green, VP Marketing, Adorama
16:15 - 16:55 X-Box Tournament & Wine & Chocolate Networking Happy Hour Inside The Solution Zone
Love a good competition? Participate in interactive games in the exhibit hall, and you’ll have a chance to win a $500 grand prize!
TRACK A: How To Beat Amazon and Growth In Retail
16:55 - 17:25 Panel Discussion: Assessing Challenges And Opportunities With International Expansion
This session tackles the soup to nuts of international expansion. As a growth driver for your organization, learn which markets to enter and why, entrance strategies and understand the nuances between different markets.
- In which regions are you operating internationally, and why?
- How do you localize product content?
- How do you determine the potential for your products in international markets?
- What are the challenges that you face in terms of shipping?
- What companies/partners can assist with meeting shipping requirements?
- What are the challenges that you face in terms of tax and documentation requirements?
- How do you overcome them?
- What are the different options available to manage international customer service?
TRACK B: Omni-Channel/Multi-Channel Execution
16:55 - 17:25 Panel Discussion: Integrating An Omni-Channel Mindset Throughout Your Organization
The foundation to create dynamic multi-channel customer experiences begins with internal organization around multi-channel. Our panelists walk through how they have been integrated organizations, including structure and organization, as well as tracking and quantifying their efforts. Understand how to transform your organization after attending this interactive panel session.
- When looking at your planning, strategy and resources, how can you truly become a omni-channel organization?
- How does an organization set themselves up for this type of integration?
- What is the right way to structure the organization to become truly omni-channel?
- How does this change reflect in your communications and marketing practices on the consumer-facing end?
TRACK C: Social, Mobile and Online Marketing Innovation
16:55 - 17:25 Reinventing Consumer Experiences: How Autotrader.Com Is Transforming A ~$1 Billion Automotive Shopping BrandAutoTrader.com, the preeminent online automotive marketplace, is undergoing a radical transformation of its shopping experience. 2014 marks the culmination of years of market research, competitive analysis, consumer testing, and development that are bringing this new cross-channel experience to life. The session will share insight on how to encourage organizational change, reconcile multiple stakeholder needs, and execute a comprehensive consumer experience transformation with a goal of driving measurable results. In this case study, eTailers will learn real, practical techniques to driving experience and business changes, including:
•Using market research and data to make informed strategic decisions about the most important consumer problems to solve
•Formulating and executing a vision across multiple channels
•Aligning the needs of consumers and advertisers to drive value for both
•Measuring and optimizing an experience through a comprehensive testing strategy
Exhibit Hall Meet-Ups And Activities
16:55 - 17:25 Continuation Of: Special Networking Roundtables In The Social Lounge. Topic: Customer Retention Strategies
Enjoy a cocktail while chatting about site conversion best practices. This session is designed as an open forum roundtable. Bring your top three challenges with customer retention and leave with viable solutions.
TRACK A: How To Beat Amazon and Growth In Retail
17:25 - 17:40 Innovation at the Intersection of People and DataPeople and data are valuable—but take one without the other and you’ll be going nowhere fast. To operate a successful retail organization, you need genuine alignment between your qualitative insights and quantitative data. Attendees of Domo’s presentation will gain valuable insights around how to bring people and data together to accelerate business growth.
TRACK B: Omni-Channel/Multi-Channel Execution
17:25 - 17:40 The Impatience Epidemic: What It Is and How To CopeMobile, Social and Search growth have shifted the way that consumers discover content and products online across all of your channels. Consumers have become impatient, expecting relevance and brevity in 140 characters or less and this applies not just to content, but also to product discovery. In this session, learn more about on-the-go consumers, the future of online commerce and how to create compelling experiences and measure whether or not they are working.
Raj De Datta, CEO of BloomReach and Shawna Husman, VP of eCommerce and Marketing at Giggle, will discuss the strategies that retailers need to adopt in order to compete in this new restless world. Learn what it takes to be relevant, what that means, and the tools that you need to determine if your content is meeting the needs of today's consumer.
TRACK C: Social, Mobile and Online Marketing Innovation
17:25 - 17:40 3 Blow-Your-Mind, Real-Time Customer Experiences You Gotta SeeResponsive site design? Check. Multichannel CRM? Check. Social Platform? Check. So, what’s next? Real-time, on-demand experiences are the next game-changer in online retail. And the brands that are creating these new connections with customers are winning…big. In this session, we’ll discuss 3 current examples of brands that are re-imaging what it means to engage their customers at the very moment they want and need to connect. (SPOILER ALERT: one of the three is about what we’re doing @ Needle.) Asynchronous communication through reviews and forums isn't fast enough for the next generation of consumers. Come see how customer experience leaders are delivering real-time impact to the bottom line and long-term loyalty through real-time engagement.
Exhibit Hall Meet-Ups and Activities
17:25 - 17:40 Continuation Of: Special Networking Roundtables In The Social Lounge. Topic: Customer Retention Strategies
Enjoy a cocktail while chatting about site conversion best practices. This session is designed as an open forum roundtable. Bring your top three challenges with customer retention and leave with viable solutions
TRACK A: How To Beat Amazon and Growth In Retail
17:40 - 18:15 Like It Or Not We Are Living In An Amazon World
Last year it was reported that Amazon eclipsed the 20 million prime membership threshold. Fulfillment by Amazon has created a network of entrepreneurs willing to sell anything that can generate revenue and not necessarily a profit. Amazon itself is willing to operate without generating a profit in many segments. So how do we survive Amazon? Fat Brain Toys, a family owned company without venture capital investment, has shown steady and dramatic growth over its 11 years of operation. Including double digit growth in revenue and profit each of the last 4 years. Learn the tips and tricks we have used to gain market share, and grow in an Amazon world.
TRACK B: Omni-Channel/Multi-Channel Execution
17:40 - 18:15 Knowing Our Customer And Helping Prospects Get To Know Us
TRACK C: Social, Mobile and Online Marketing Innovation
17:40 - 18:15 Panel Discussion: Acquiring Customers Through Mobile DevicesGiven the investment dollars needed to sustain mcommerce, its important to receive an ROI. Our panelists review the role of mobile within their organizations, how they are capturing mobile traffic, and whether their programs are headed in the future.
- How are you using mobile marketing?
- For apps? Sites? Both?
- For Brand promotions, app downloads, for specific campaigns?
- Where is it working?
- How is it working?
- What have been your results?
18:15 - 19:00 Conclusion Of Main Day One
Conclusion Of Main Day One
19:00 - 23:59 The eTail Cocktail Reception: Join Us At The Historic Reading Terminal Market
After a day of constructive and solutions-focused sessions, relax at the official eTail Cocktail Reception. Located directly across the street from the Downtown Marriott, The Reading Terminal Market, is the nation’s oldest continuously operating farmers’ market. Taste delectable dishes from around the world, enjoy amazing cocktails and network to your heart’s desire!