eTail East 2015

August 10 - 13, 2015

Boston, MA

Call: 1.888.400.5404

Est. 1999
Often Imitated, Never Duplicated.
We Are eTail

Main Conference Day Two

Wednesday, August 12th

Strategies Around Innovation, Growth, Transformation And Disruption

From brands who were on cusp of bankruptcy to scrappy online-only retailers, you’ll leave with a new perspective on the future, and tons of pages of notes. And don’t miss all of the mingling and socializing with our retailer meet-ups, workshop sessions and the Women In Retail cocktail hour.

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7:30 AM Registration And Networking Breakfast Inside The Solution Zone

Registration And Networking Breakfast Inside The Solution Zone

8:00 AM Chairperson’s Opening Remarks - SOASTA

Ann Sung Ruckstuhl, CMO, SOASTA


Ann has spent over two decades leading some of the most disruptive innovations in e-commerce, data analytics, mobile software, software-as-a-service, cloud computing, cybersecurity, networking and embedded system technologies.  She is a leading advocate for better customer experience management and believes today's mobile and hyper-connected consum ...[Read More]

8:15 AM Keynote: Gilt Going Global: An In-Depth Look At Successes And Challenges In A Global Market

Marshall Porter, SVP & GM, International, Gilt Groupe

With 9 million active members and 40% of Gilt’s revenue coming from mobile devices, the company has been in a tremendous growth mode since its inception. And the growth opportunity outside of the US is huge, if you know how to capitalize upon it. Marshall will guide you through detailed steps in their global journey, including hard learned lessons, successes, even failures – so that you can apply them back to your business.

•         Making the consumer experience better for global customers
•         Testing and customer data
•         Targeting markets
•         Scaling your organization globally
 Marshall Porter
Marshall Porter
SVP & GM, International
Gilt Groupe
Marshall Porter is the Senior Vice President and General Manager of International at Gilt. He is responsible for the growth of the company's international business, including expansion into new markets and international partnerships. Previously, he built and led business development at Gilt, devising strategies and forging long-term relationships b ...[Read More]

8:40 AM Why The ‘Customer Journey’ Shouldn’t Be Your First Priority

Fayez Mohamood, CEO, Bluecore

Tim McCue, Senior Director, eCommerce, Jockey

How much more time, resources, and money should we spend on the ‘customer journey’? The answer is none, until we address the marketer’s needs first. The future of digital marketing is much simpler than maintaining bulky data feeds and large teams of technical resources to create your personalized messaging. In order to see higher returns, marketers must invest in tools that adapt to disparate sets of data while possessing the speed to communicate with consumers in a matter of seconds. Through a behind-the-scenes look into Jockey we’ll talk about a single facet of the marketing machine that represents how they think about digital marketing...and it starts with the marketer, not the customer.
 Fayez Mohamood
Fayez Mohamood
CEO
Bluecore
Fayez, pronounced like "fries", but without the "r". One syllable. See, it’s not that hard.

I am the co-founder and CEO of Bluecore, an organization empowering eCommerce marketers to automate and personalize customer experiences at massive scale. Previously, I was Head of Product at BigDoor where I was responsible for conceiving, exe
...[Read More]

 Tim McCue
Tim McCue
Senior Director, eCommerce
Jockey
He manages digital marketing, web development & design, web analytics, personalization, marketplaces and operations & fulfillment for Jockey in the US and Canada. An original member of the Jockey.com team, he started as the lead developer on the first version of Jockey.com launched in 2000. After getting his MBA from Loyola University Chicago, he s ...[Read More]

9:05 AM Market Share Keynote Panel Discussion: Gaining Market Share In Today’s Rapidly Changing Retail Environment

Jenn McClain-De Jong, SVP eCommerce & Alternative Channels, The Limited Stores

Corey Tisdale, CEO, Shopperschoice.com

Neil Capel, Founder & Chairman, Sailthru

Ed Deutscher, Vice President of Digital Applications, HSN

Growing in a highly commoditized, saturated market is no easy feat, even for top online and multi-channel retailers.  Each of our executive panelists has a unique growth story to share, as they’ve identified  how to maximize the tools at their disposal.  This session details how you can grab share from your competitors, no matter how large or small your company is.

•    Review your organizational structures (why and how) as you continue to grow
•    Look at today’s competitive environment (how to become a leader in your vertical)
•    Enable holistic views of your customers
•    Align customer experiences (or differentiating them) depending on your channel strategy
 Jenn McClain-De Jong
Jenn McClain-De Jong
SVP eCommerce & Alternative Channels
The Limited Stores
Jenn McClain-De Jong is the SVP of E-commerce and Alternate Channels  for The Limited.  Under e-commerce, she is responsible for merchandising, financial forecasting/P&L, website platform, base photography, online marketing, fulfillment and call center.  Prior to joining The Limited, Jenn spent time at Chico’s FAS and Ann Taylor overseeing Online M ...[Read More]

 Corey Tisdale
Corey Tisdale
CEO
Shopperschoice.com

 Neil Capel
Neil Capel
Founder & Chairman
Sailthru
Neil’s successful track record of working on large-scale, high-demand web systems led him to develop Sailthru's unique Smart Data™ capabilities.

Prior to founding Sailthru, Neil was the Chief Technology Officer for MusicNation, an AlleyCorp company, ASmallWorld, and Money-Media (acquired by The Financial Times) ...[Read More]

 Ed Deutscher
Ed Deutscher
Vice President of Digital Applications
HSN
Ed Deutscher joined HSN in 2004 and serves as HSN’s Vice President of Digital Applications. In his role, he leads the technical development of HSN’s digital experiences which include HSN.com, m.hsn.com and native applications for iOS, Android, and Windows 8.  Through his leadership, Ed ensures the successful delivery of the HSN Digital portfolio an ...[Read More]

9:35 AM Bloody Mary Morning Refreshment Break: And You Can Get Your Game On! And Win Cash

Play for a chance to win $500 cash!  Grab your friends, colleagues, strangers even and head into the Exhibit Hall.  We’ll have virtual games ready for you! Get your sport on.

10:05 AM Keynote Case Study: The Digital, Cultural and Algorithmic Reinvention of Ashley Stewart – A Story of Core Principles and Innovation

James Rhee, Chairman & CEO, Ashley Stewart

Learn how a twice bankrupt brick-and-mortar retailer (without corporate WiFi) has become one of the country’s fastest growing, most engaged multi-channel brands in less than one year. Ashley Stewart is now a leading global plus-size fashion brand with a national store footprint, with tons of social engagement and a super high growth mobile driven eCommerce platform. Using learnings from their journey, this keynote will show a story of a digital revolution whose foundation was set in the principles and core values of their customers.
 James Rhee
James Rhee
Chairman & CEO
Ashley Stewart
Mr. Rhee is the Founder and President of FirePine Group and also serves as the Executive Chairman and Chief Executive Officer of Ashley Stewart, an iconic and multi-channel plus-size fashion brand with a market-leading social media and digital commerce global footprint.  At Ashley Stewart, Mr. Rhee has authored a paradigm-disrupting complement of a ...[Read More]

10:30 AM Keynote: Beyond the Button: How Testing Can Mitigate Risk and Help You Make Big Decisions

Chloe Lind, Senior Digital Optimization Strategist, Maxymiser

Maxymiser’s Managing Consultant, Chloe Lind, will cover how a strategic testing program within your organization not only optimizes your digital channels by improving conversion and online revenue growth, but is also used to optimize business functions for a company. Lind will discuss how through the deployment of A/B and Multivariate tests a company can vet other technologies, validate large scale development projects and help to define other key business objectives and further drive those decisions.
 Chloe Lind
Chloe Lind
Senior Digital Optimization Strategist
Maxymiser
Chloë Lind is a Senior Digital Optimization Strategist at Maxymiser. She oversees the strategic direction and execution of customer experience optimization programs for Fortune 500 companies. She works closely with clients to conduct comprehensive website analysis, identifying areas of optimization based on business objectives, user experience, and ...[Read More]

10:55 AM Refreshment Break In The Solution Zone: And You Get Your Game On! And Win Cash

Play for a chance to win $750!  Grab your friends, colleagues, strangers even and head into the Exhibit Hall.  We’ll have virtual games ready for you! Get your sport on.

11:35 AM Keynote: Taking Security Seriously To Protect Your Customers: Inoculating Yourself Against Cyber Threats

Jack Wood, CIO, Wayfair

In just 12 years, Wayfair grew from a small startup with $450,000 in revenue in 2002 to one of the largest online retailers of home furnishings and décor with $1.3 billion in revenue in 2014. Join Jack Wood, CIO of Wayfair, as he dives into why retail companies must place security atop their priority lists especially in high growth companies and why routine risk assessments are the key to ensuring the right security investments have been made to protect your customers. In this insightful presentation, you will hear why cyber security ranks among the highest priority in the company and how Jack was able to help grow revenue, customer-base, and employees by 400% in less than 3 years. During this period of hyper-growth, security ranked among the top initiatives.
 
• Doing internal security assessments, intrusion testing and auditing your data supply chain on a regular basis
• Managing your data supply chain securely and ensuring your data is protected
• Understanding PCI compliance both domestically and globally
• Crafting a data protection policy that every employee is aware of
• Finding the right security vendor for you
 Jack Wood
Jack Wood
CIO
Wayfair
Jack Wood is responsible for software development, infrastructure engineering, information security, and corporate systems at Wayfair. He drives the technology decisions that power all aspects of the business. Prior to joining Wayfair in 2012, Jack was a software architect and engineering manager at Akamai Technologies. He also spent time as a rese ...[Read More]

12:00 PM Disruption And Innovation Keynote Panel: Disruption And Innovation In 2015

Karl Wirth, CEO, Evergage

Kyle Vucko, CEO, Indochino

Amy Labroo, Senior Director of Emerging Technology, Wyndham Hotel Group

Jeffery Sears, CEO, PIRCH

Ryan Bonifacino, CMO & SVP Digital, Alex and Ani

Jeffery Sears was named one of 25 people shaping retail’s future, a major disruptor in the industry who is doing amazing things with his company, Pirch. Since launching PIRCH four years ago, he’s made the bricks-and-mortar environment more relevant than ever – a huge accomplishment considering shifts to online. Buying a custom suit online was an entirely new concept when Indochino launched in 2007, but the company has experienced rapid growth since then, and is now opening brick and mortar locations. Alex + Ani has been working one of the most innovative projects in retail, and will present it at eTail East 2015.  See how disruption and innovation are changing what retail looks like both today, and in the future.

•    Look at disruption  and innovation, and what they’ve meant to your business (traditional disruption v. non-traditional disruption)
•    Balance innovation with day-to-day operating needs
•    Use data in new ways to drive growth for your company
•    Looking at future growth opportunities (new customer segments, channels, etc)

 

 Karl Wirth
Karl Wirth
CEO
Evergage
Karl Wirth is the co-founder and CEO of Evergage. Passionate about helping businesses improve their conversions through relevant, in-context communication, he leverages his background in software to support leading companies such as Rue La La, Wayfair and TravelZoo as they implement real-time personalization efforts for better customer engagement. ...[Read More]

 Kyle Vucko
Kyle Vucko
CEO
Indochino
Kyle Vucko is the CEO and Co-Founder of Indochino. When Co-Founder Heikal Gani shared the story of his struggle to find a suit, Kyle recognized the potential to shake up the men's online fashion world. He saw a missed opportunity in the space – delivering men’s custom apparel cost-effectively – and built a vertically integrated company to solve it. ...[Read More]

 Amy Labroo
Amy Labroo
Senior Director of Emerging Technology
Wyndham Hotel Group
Amy has 11+ years’ experience in digital marketing and started off her career in publishing with Reed Business Information where she helped facilitate the setup of their online marketing activities specially focused on lead generation, eMail & SEO. She then moved to another publishing house, Tango Media, where she lead all aspects of audience devel ...[Read More]

 Jeffery Sears
Jeffery Sears
CEO
PIRCH
Harnessing the creativity, energy and experience of 200 of the industry’s most talented individuals is no easy job.  But after nearly three decades of executive leadership roles and a lifetime of disciplined Martial Arts training, Jeffery Sears is up to the task.
 
As CEO (Chief Execution Officer) for California-based PIRCH, Sears man
...[Read More]

 Ryan Bonifacino
Ryan Bonifacino
CMO & SVP Digital
Alex and Ani
Ryan Bonifacino oversees ecommerce, marketing, advertising and digital customer experience as CMO & SVP Digital at Alex and Ani, previously having served as VP Digital Strategy, Director and Strategic Advisor to the company beginning in 2010. With over 1,200 employees and annual revenues over $300 million, Alex and Ani is one of the fastest gr ...[Read More]

Invitation-Only Private Lunch

12:50 PM Invitation-Only Private Lunch Hosted By Zeta Interactive

Invitation-Only Private Lunch Hosted By Zeta Interactive

Invitation-Only Private Lunch

12:50 PM Invitation-Only Private Lunch Hosted By Oracle

Invitation-Only Private Lunch Hosted By Oracle

Lunch & Networking For All Attendees

12:50 PM Meet and Greet Lunch & Networking For All Attendees

What’s for lunch?  You’ll have some wonderful food, make new friends and reflect on the morning sessions during lunch.

Track A: Data, Analytics & Attribution

1:50 PM Chairperson’s Remarks

Ruban Phukan, Co-Founder & Chief Product & Analytics Officer, DataRPM

 Ruban Phukan
Ruban Phukan
Co-Founder & Chief Product & Analytics Officer
DataRPM
Ruban is a serial entrepreneur and technologist with rich and diverse experience in data science, product, technology and business. As a data scientist in Yahoo, Ruban’s role involved data mining and analyzing several big data sets of Yahoo and coming up with strategic business insights. His projects influenced several products & business strategie ...[Read More]

Track B: Personalization, Customer Service & Loyalty

1:50 PM Chairperson’s Remarks

Romney Evans, Co-Founder, TrueFit

With Special Film Screening “The Future of Personalization” featuring Forrester’s Sucharita Mulpuru, presented by True Fit
 Romney Evans
Romney Evans
Co-Founder
TrueFit
Romney is an award-winning product and marketing leader, and entrepreneur. After witnessing his wife’s struggle to find the perfect pair of jeans, Romney – experienced in disruptive innovation from working at HBS innovation guru Clayton Christensen’s Innosight – figured there had to be a better way. The idea for True Fit was born. Romney has helped ...[Read More]

Track C: Conversion Optimization & Usability

1:50 PM Chairperson’s Remarks

Don Nelson, Global Digital Practice Lead, Commerce & Content, eClerx

 Don Nelson
Don Nelson
Global Digital Practice Lead, Commerce & Content
eClerx
Don Nelson leads the global Commerce & Content practice at eClerx, a trusted partner to Fortune 500 companies who turn repeatable process work into business-building opportunities by helping them get more done for less.  As Practice Lead and Associate Principal, Don provides clients with innovative business solutions and support, helping them maxim ...[Read More]

Track A: Data, Analytics & Attribution

2:00 PM Kick Off Case Study: Giving Business Users Faster Access To More Data

Ankur Gupta, Senior Director of Big Data, Sears Holding Company

If your business users could query larger data sets from more sources and consume data as it is created, how would that change decision making? Join Ankur Gupta, Sr. Director of Big Data, in this discussion about  how Sears Holdings Corporation uses open source big data tools and technology to give business users across the enterprise access to more data faster than ever.

•    Learn to accelerate data processing from 12 hours to 30 minutes to meet Marketing reporting requirements
•    Hear how they modernized mainframe applications to keep up with growing big data demands without impacting the business user
•    See how they established an enterprise data hub that enables self-service reporting capabilities for business users to run reports on enterprise data specific to their needs.

Giving business users greater access to data is a driving force behind the implementation of Hadoop, and plays a role in a wide variety of big data initiatives including pricing optimization and customer analytics.

 Ankur Gupta
Ankur Gupta
Senior Director of Big Data
Sears Holding Company
As a Senior Director of Big Data at Sears Holdings Corporation and General Manager at MetaScale, a subsidiary of Sears, Ankur is intimately involved in various big data initiatives. He leverages practical knowledge of implementing Hadoop and other open source tools across diverse industries to help organizations deliver value from big data. A thoug ...[Read More]

Track B: Personalization, Customer Service & Loyalty

2:00 PM Kick Off Case Study: Building Your Customer Service Brand Story

Amy Larson, VP Marketing & eCommerce, Glasses.com, Luxottica Retail

Glasses.com, an online retailer of prescription and non-prescription glasses and sunglasses, recently unveiled a new brand identity that further pushes their mission to change the way the world sees glasses. Glasses.com prides itself on being a customer-centric company. A key goal for the new roll-out is to alter the thinking around glasses from a medical utility to a style accessory that you update seasonally.  They’ve created call center strategies to support the company’s rebranding and new vision, and their customer service team engages with customers to promote  the idea that “style has no prescription”.  

The company uses an intense training process to help customers find eyewear that truly reflects who they are.  And in 2014, 30% of revenue was driven by the call center. This presentation will cover the following:

•    Create a customer service vision
•    Build an effective call center team
•    Training objectives and techniques that drive sales/e-commerce
 Amy Larson
Amy Larson
VP Marketing & eCommerce, Glasses.com
Luxottica Retail

Amy Larson, VP of Marketing and Ecommerce for Glasses.com, has worked in marketing and e-commerce for 15 years, with 11 of those in optical. Amy has won numerous awards, including the recent Innovator award from Vison Monday for Most Influential Woman in Optical, and presented at many industry events. For Glasses.com, she ...[Read More]

Track C: Conversion Optimization & Usability

2:00 PM Voice Your Opinion! Interactive Working Groups: Your Checklist For Checkout

Hugo Smoter, Head of Global Marketing, Spreadshirt

We’ll kick off with a short case study around the success that Spreadshirt has had with improving their checkout experience. Right before Christmas, they revamped their process and saw a nearly 7% increase in conversions. Hugo will review their old checkout and the changes that they made in detail, as well as present their new process. He will then walk through a “checkout checklist”, gathering audience feedback around every improvement that they’ve made, with an open discussion around what works (and pitfalls to avoid). Now is the time to make final improvements that can truly move the needle during the upcoming holiday season.
 Hugo Smoter
Hugo Smoter
Head of Global Marketing
Spreadshirt
As Director of Marketing at Spreadshirt, Hugo Smoter oversees online marketing programs for North America including paid search, organic search, affiliate marketing, display marketing and social media. He is also responsible for all SEO efforts globally.  He has over 10 years of experience in online and direct marketing with a focus in paid and org ...[Read More]

Exhibit Hall Meet-Ups And Activities

2:00 PM Join Us In the Social Lounge For Retailer-Only Meet-Ups

John Deming, Marketing Manager, Digital and Direct Marketing, Seventh Generation

Get free advice you can’t get anywhere else.  Meet with other retailers who have questions (and answers).

Topic: Digital Marketing Mix In A Multi-Device World

Hosted By: John Deming, Marketing Manager, Digital and Direct Marketing, SEVENTH GENERATION


John Deming
Marketing Manager, Digital and Direct Marketing
Seventh Generation

Track A: Data, Analytics & Attribution

2:30 PM Using Data To Create Unique View Of Real-Time Ecommerce Trends

Alex Bryan, Head Of Acquisition And Retention, PCA Predict

The term ‘Big Data’ has been one of the biggest tech buzzwords over past few years, yet many businesses fail to understand their consumer data. PCA Predict mines huge volumes of data, processing billions of transactions every day for our 10,000+ customers. Discover how our analysis provides the retail industry with a unique view of real-time online trends on peak trading days such as Black Friday and Cyber Monday supporting key actions to make sure your business is ready for 2015 holiday period
 Alex Bryan
Alex Bryan
Head Of Acquisition And Retention
PCA Predict
Alex is Head of Acquisition and Retention at PCA Predict (formerly Postcode Anywhere), having joined the company in 2007 as employee number nine. Over the last 8 years Alex has witnessed the business grow to employ over 50 people and played an instrumental role in implementing fully-fledged sales and marketing teams in order to help the company ach ...[Read More]

Track B: Personalization, Customer Service & Loyalty

2:30 PM Redefining Product Discovery On Deborahlippmann.com - How Intelligent Site Search & 1:1 Personalization Led To A 45% Increase In Conversions & Greater Customer Engagement

Monal Patel, SVP Sales & CBO, UNBXD

Mark Lippmann, Managing Partner & Co-Founder, Deborah Lippmann

For Deborahlippmann.com, a leading beauty brand, offering a positive customer experience is paramount. It was this dedication to customer satisfaction that led them to explore ways to improve product discovery on their site and personalize the entire purchase journey for their customers. Deborah Lippmann then joined forces with Unbxd to deliver exceptional product discovery experiences through site search, navigation & personalized recommendations, on both desktop and mobile, and saw a dramatic increase in conversions as well as customer engagement.

In this power-packed session join Mark Lippmann, Managing Partner & Co-Founder at Deborah Lippmann, and Monal Patel, SVP & CBO at Unbxd, as they take you through deborahlippmann.com’s approach to experience driven commerce and how they drove conversions up by 40%!
 Monal Patel
Monal Patel
SVP Sales & CBO
UNBXD
Monal Patel is the SVP & CBO of Unbxd Inc, a leading provider of personalization, site search and analytics solution for eCommerce companies.

As an accomplished senior technology executive, Monal has 12+ years of experience developing & executing comprehensive IT strategies and bringing competitive value to businesses. Monal has a p
...[Read More]

 Mark Lippmann
Mark Lippmann
Managing Partner & Co-Founder
Deborah Lippmann
Mark Lippmann is Managing Partner and Co-Founder of the deborah lippmann luxury nail lacquer and nail treatment brand. Since the company’s inception, as co-founder and managing partner, Mark has been involved in all areas of the brand’s strategic development and growth. Mark is responsible for creating the brand’s logo, product packaging, in store ...[Read More]

Track C: Conversion Optimization & Usability

2:30 PM The Stance Story: How To Leverage An Army Of Social Advocates For Explosive Brand Growth

Brett Sirianni, Director, Social Media & Digital Content, Stance Stocks

Dennis O’Malley, CEO, ReadyPulse

The evolution of social has transformed the way fashion marketing succeeds. If you have the right social advocates, it's easier than ever to increase buzz and brand engagement. In this talk, learn how to pin point, segment and elevate your best social influencers to increase engagement and sales. Join this fireside chat paired with opportunities to win some cool free gear — it's sure to knock your socks off.
 Brett Sirianni
Brett Sirianni
Director, Social Media & Digital Content
Stance Stocks
I worked for 8 Years at Billabong Australia, where I grew from Graphic Designer, though the art room to marketing where I launched social media for the brand.

I then took a role at the Australian Government where I launched a project called “The Edge”. A digital culture centre, the first of its kind in Australia, where we would bring
...[Read More]

 Dennis O’Malley
Dennis O’Malley
CEO
ReadyPulse
Dennis leads ReadyPulse and its go-to-market strategy and revenue. Previously, Dennis led the global services and insight divisions at Moxie Software. Before Moxie, Dennis was a vice president of sales for Gartner, where he developed their emerging technology, VC/PE, and semiconductor segments. Dennis started his career selling copies door to door ...[Read More]

Exhibit Hall Meet-Ups And Activities

2:30 PM Continuation Of Retailer-Only Meet-Ups In the Social Lounge

John Deming, Marketing Manager, Digital and Direct Marketing, Seventh Generation

Get free advice you can’t get anywhere else.  Meet with other retailers who have questions (and answers).

Topic: Digital Marketing Mix In A Multi-Device World

Hosted By: John Deming, Marketing Manager, Digital and Direct Marketing, SEVENTH GENERATION
John Deming
Marketing Manager, Digital and Direct Marketing
Seventh Generation

Track A: Data, Analytics & Attribution

2:55 PM Voice Your Opinion! Interactive Working Groups: Using Google Analytics To Wisely Allocate Your Marketing Budget

Andrew Flicker, eCommerce Business Analysis & Intelligence Manager, Leslie’s Pool Mart

Finally, you’ll get a practical take on attribution! Attribution evangelist Roy Steves will walk through the basics, using readily available tools, and examples from his own business. He’ll explain how to use insights from multitouch attribution reports to make better and more effective decisions with limited dollars. What will you walk away with? You’ll know the risks of not tracking attributed revenue across channels, how to do a detailed inspection of your spend, and leave with real answers to your burning questions. You’ll be able to adjust your budget by channel, in a way that you can reproduce monthly (or even weekly), no matter your business.

 Andrew Flicker
Andrew Flicker
eCommerce Business Analysis & Intelligence Manager
Leslie’s Pool Mart
An eight-year veteran of the e-Commerce industry, Andrew Flicker specializes in bringing statistical analysis and data-driven optimization to online retail. He currently manages sales forecasting, A/B testing, and competitive analysis for PoolSupplyWorld and associated brands, but has spent time in nearly every area of e-Commerce, from SEO, PPC adv ...[Read More]

Track B: Personalization, Customer Service & Loyalty

2:55 PM Getting Your Brand Marketing Program To Drives Sales (And Engage Customers)

Mark Whitehead, Head of Global Digital Marketing, Reebok

Mark is the Head of Global Digital Marketing for an iconic brand that’s trying to make the transition from a wholesale driven business to a retail driven business.  They are shifting their thinking, as a company, from brand first to retail.  Mark will showcase how they are now in this wonderful place where brand marketing is showing accountability for sales.
 Mark Whitehead
Mark Whitehead
Head of Global Digital Marketing
Reebok
Mark is currently head of Global Digital Marketing for Reebok and responsible for higher funnel consumer acquisition, analytics and technology.  Prior to Reebok, Mark’s 18 year career has also seen him work in the UK, Sweden, Germany and the Netherlands for both adidas and DigitasLBi.
...[Read More]

Track C: Conversion Optimization & Usability

2:55 PM Testing Panel Discussion: Picking Winners: Executing Testing Programs To Increase Revenues Immediately And Get Results

Joel Layton, Sr. Director eCommerce, Lands' End

Kaitlin Moughty, Sr. eCommerce Manager, Lacoste

Daniel Moure, CMO, Pureformulas.com

Cory Munchbach, Director, Product Marketing, BlueConic

Everything comes down to testing, and pulling off successful programs are really key to your success.

If you are going to test, where do you start?  How are your tests structured and why? What are you doing with the results?  You’ll understand how to translate your answers into revenue for your business by the end of this session.

•    Best practices around multivariate and A/B testing
•    Cost and resourcing: weighing the cost benefits of testing (using tools, internal ownership over testing programs)
•    Testing tools that deliver results
•    Prioritize tests (testing around specific pages, etc.)
•    Create a testing roadmap/dashboard
•    Determine which group owns testing internally

Joel Layton
Sr. Director eCommerce
Lands' End

 Kaitlin Moughty
Kaitlin Moughty
Sr. eCommerce Manager
Lacoste
As the Senior eCommerce Manager at LACOSTE, Kaitlin manages all direct response digital marketing channels, onsite conversion optimization and eCommerce operations for the US site.  Kaitlin is passionate about analytics and attribution while taking a customer-centric approach to onsite content and marketing.  She is now tasked with marrying a brand ...[Read More]

 Daniel Moure
Daniel Moure
CMO
Pureformulas.com
Daniel Moure is CMO at pureformulas.com, a leading health supplement e-tailer, offering daily, free shipping on more than 40,000 products. Its mission is to maintain daily motivation and passion for healthy living, with a focus on providing high-level customer service and quality products. Prior to joining PureFormulas, Moure spent a decade at Univ ...[Read More]

Cory Munchbach
Director, Product Marketing
BlueConic
Cory Munchbach is the Director of Product Marketing at BlueConic where she is responsible for guiding the company’s product vision and messaging to deliver the best results for clients. Prior to joining BlueConic, Cory was an analyst on the customer insights practice at Forrester Research, covering the intersection of marketing strategy and technol ...[Read More]

Exhibit Hall Meet-Ups And Activities

2:55 PM Continuation Of Retailer-Only Meet-Ups In the Social Lounge

John Deming, Marketing Manager, Digital and Direct Marketing, Seventh Generation

Get free advice you can’t get anywhere else.  Meet with other retailers who have questions (and answers).

Topic: Digital Marketing Mix In A Multi-Device World

Hosted By: John Deming, Marketing Manager, Digital and Direct Marketing, SEVENTH GENERATION
John Deming
Marketing Manager, Digital and Direct Marketing
Seventh Generation

3:25 PM Final Refreshment Break: Check Out The Beer Garden And X Box Tournaments Inside The Exhibit Hall

Enjoy a mainstay of Boston – amazing beer!  With domestic and international varieties, you can pick and choose during our Beer Garden Refreshment Break.  Head into the Exhibit Hall and grab a pint.

Track A: Data, Analytics & Attribution

4:00 PM Attribution Panel Discussion: Finding The Right Attribution Model That Delivers Results

David Trice, CEO, ENGAGE.cx

Roy Steves, CMO, PoolSupplyWorld

Attribution modeling is still a challenge, especially as the number of customer touch points increase. The challenge is not only the model that is used, but also the technology to support your model. Our panelists walk through strategies they’ve implemented, why, how they’ve worked, and their plans for the future. Wondering if your model is working?  This session is for you.

•    Sort through different models
•    Discuss tools and technology to support your modeling
•    Pull insights from your models to make informed business decisions
•    Decide when you may need to modify your model
•    Adjust your spend based on the model
•    Quantify savings in certain areas vs. spending additionally in others
 David Trice
David Trice
CEO
ENGAGE.cx
David Trice has enjoyed a 20+ year career in building and delivering software solutions to Enterprise customers.  David is currently CEO at ENGAGE.cx where he leads the effort to enrich consumer relationships with The Relationship CloudTM ,  an omni-channel customer experience platform.  Prior to ENGAGE.cx, David spent 5 years at Oracle as a Vice P ...[Read More]

 Roy Steves
Roy Steves
CMO
PoolSupplyWorld
Roy Steves has a background as a programmer, and uses those technical talents to lead an automation-focused marketing team at PoolSupplyWorld. During his tenure, PoolSupplyWorld has developed successful in-house PPC, social, email, affiliate, and CSE programs--which combined, earned hundreds of thousands of new customers, and more than doubled reve ...[Read More]

Track B: Personalization, Customer Service & Loyalty

4:00 PM Case Study: The Keys To Loyalty Success In Luxury Retail

Cynthia Kleinbaum, Director Loyalty Marketing, Gilt Groupe

Cynthia will walk through key elements for successful loyalty program in luxury retail, as she heads the Gilt Insider Loyalty Program (which makes up 4.3% of incremental revenue for the company). Discover how you can measure incremental revenue from a loyalty program if you are not holding a control group anymore.  And she’ll present how to wow your best customers with benefits that don't cost you money.

•    Use a loyalty program to increase engagement and conversion, and decrease churn among already active customers
•    Leverage your most engaged customer base to partner with brands that want access to them and create a new source of revenue
•    Hear tactics to motivate members to reach the next tier
 Cynthia Kleinbaum
Cynthia Kleinbaum
Director Loyalty Marketing
Gilt Groupe
Cynthia oversees all customer retention initiatives, including Gilt Insider loyalty program, customer referral, marketing policies and CRM initiatives. She is also in charge of developing and spearheading implementation of  branding and content strategies. Prior to joining Gilt Cynthia developed the Hispanic Marketing Strategy for ZocDoc, collabora ...[Read More]

Track C: Conversion Optimization & Usability

4:00 PM Conversion Panel Discussion: Efficiently Moving Customers Through The Conversion Tunnel To Drive Repeat Purchases

Laura Jajko, President, American Frame

Ross Higgins, Director of User Experience & Design, Newegg

Mike Marenick, Co-Founder, Paydunk

Getting customers to buy is the end goal for every retailer.  How can you help them get the process? Our usability and eCommerce specialists review their best practices to make them convert.  Do you think your site is really user-centric and helps to assist the sale?  Attend this session and you’ll find out.

•    Review tools that assist with conversion (outside of product detail pages)
•    Look at different approaches to moving customers through the conversion funnel
•    Detail the conversion point on your site
•    Review triggers and deterrents for conversion
•    Assisting with checkout and navigation through your site
 Laura Jajko
Laura Jajko
President
American Frame
Laura Jajko is President of American Frame, www.AmericanFrame.com a leading custom picture framing and fine art printing company. American Frame serves its customers, mainly artists, photographers and DIY decorators, by providing high quality custom products at direct prices, fulfilled within two business days. Ms. Jajko, part of a second-generatio ...[Read More]

 Ross Higgins
Ross Higgins
Director of User Experience & Design
Newegg
Ross Higgins leads Newegg's global design and user experience. He and his team are responsible for defining the way users interact with the U.S. tech-focused e-retailer, and for designing the web, mobile and app user interfaces. A strong advocate for user experience within Newegg, Ross constantly evangelizes a user-centric design that employs moder ...[Read More]

 Mike Marenick
Mike Marenick
Co-Founder
Paydunk
Mike is a serial entrepreneur with over 14 years of eCommerce experience. He has owned and operated multiple retail locations and has a strong knowledge of the payments industry from both the commercial and consumer side. Mike also has extensive experience in multi-media sales having been a TV spokesperson on Home Shopping Network, The Shopping Cha ...[Read More]

Track A: Data, Analytics & Attribution

4:30 PM Case Study: Measuring Data Campaigns And Crafting Dashboards To Share Your Insights

Jonathan Isernhagen, Director, Digital Media & Analytics, Kaplan

Jonathan will share lessons learned from managing the implementation of two algorithmic attribution programs.  As the analytics resource for all of Travelocity’s and Wyndham’s channel and site managers, he has a lot of lessons learned to share.

  • Make the most out of marketing effectiveness in a two-step process
  • Looking within each channel and understanding :
  •  which NBSEM keywords should you bid up/down on
  •  can you afford to back spend on BSEM, believing that BSEO will take up the slack
  •  what is the true net yield of spammy email when lifetime customer value is factored in
  •  how do you throttle social investment when “walled gardens” prevent clean reporting
 Jonathan Isernhagen
Jonathan Isernhagen
Director, Digital Media & Analytics
Kaplan
Jonathan Isernhagen serves Kaplan Inc. in the role of Director of Digital Media and Analytics, in which capacity he has provided the company with its first unified view of digital performance and consulted to its various divisions on digital best practices.

After graduating from Kellogg with an MBA in Decision Sciences, Marketing, Fi
...[Read More]

Track B: Personalization, Customer Service & Loyalty

4:30 PM Case Study: Creating A Content Roadmap That Engages Consumers And Drives Sales

Gary Kazmer, GM eCommerce, Crayola

Crayola has been a wholesaler for over 100 years and has continued to innovate to help raise creative kids. In 2013 Crayola made the decision to sell direct to consumer. Up until that point Crayola referred potential customers off their Crayola.com (content only) site to a partner site for a sale. They worked with the partner site and were able to double ecommerce sales from the prior year. In 2015 they are adding more channels and creating personalized product with a goal to double sales again this year.  Hear about Crayola’s amazing journey and their content program from their head of global eCommerce.

 Gary Kazmer
Gary Kazmer
GM eCommerce
Crayola
Mr. Kazmer has over 25 years' experience in Digital B2C and B2B omnichannel revenue sales and operations. He is currently the GM of Global e-Commerce for Crayola where he is responsible for developing the Direct to Consumer global business by transforming Crayola.com into an inspirational brand store on-line. Responsibilities include e-commerce dev ...[Read More]

Track C: Conversion Optimization & Usability

4:30 PM Case Study: Rethinking Conversion Optimization From A UX Perspective

Manan Singh, Sr. Manager eCommerce, Shutterfly

In this session, you will see how to avoid statistical pitfalls of A/B testing design and practice.  You’ll understand new potential testing areas to take your optimization program to the next level!  Manan has managed over $3M in risk by identifying key issues through A/B testing, and has gotten over $2M in RPV (Revenue Per Visitor) lift on the online store page.  He’s here to share his recipe for usability success.

•    Understand how A/B tests are impacted by external factors
•    Estimate the potential revenue reward and demystify which variable is driving the lift in your metrics
•    See how to quickly move from analytics and data to action
•    Improve revenue by integrating eCommerce tools with your testing platform
 Manan Singh
Manan Singh
Sr. Manager eCommerce
Shutterfly
Manan Singh has a background in technology and business, and as an Omniture technology consultant, he drove substantial and measurable lift in the online businesses of the world's top companies.

In his current role as a Sr. Manager, eCommerce at Shutterfly, Manan manages the Site Optimization team, which is focused on improving key e
...[Read More]

Track A: Data, Analytics & Attribution

4:55 PM Case Study: Influencer Marketing Strategies For Retail

Hafez Adel, Director of Marketing, Combatant Gentlemen

While influencers have the potential to amplify a brand's message tremendously, most influencer marketing campaigns underperform due to poor strategy and execution. This talk will present a framework for identifying and activating influencers, review some tools that facilitate campaign planning and implementation, and share examples of noteworthy influencer marketing campaigns.

 Hafez Adel
Hafez Adel
Director of Marketing
Combatant Gentlemen
Hafez has led and grown marketing teams at startups in the e-commerce, B2B, and non-profit sectors. He is an accomplished speaker and author on digital marketing topics ranging from customer acquisition, inbound marketing, SEO, display advertising, PPC/SEM, community management, content strategy, reputation management, growth hacking, and media rel ...[Read More]

Track B: Personalization, Customer Service & Loyalty

4:55 PM Personalization Panel Discussion: Using Data To Build Amazing Personalized Customer Experiences

Daniel Moure, CMO, Pureformulas.com

Joel Layton, Sr. Director eCommerce, Lands' End

Catherine Bassett, Sr. Product Manger, Rue La La

Omer Artun, CEO & Founder, AgilOne

Moderator: William R. Adler, CEO, True Fit

The foundation for every great customer experience is data.  How you are using data to further personalize the shopping experience is crucial – you have to make sure what you are offering meets their expectations. This panel speaks to personalization tools, data and when and where personalization offers the best ROI.  They’ll speak to topics including:

•    Examine personalization tools
•    Find the best strategies for personalization
•    Use data effectively to support what you are doing
•    Test, test and test again
•    Resource correctly

 Daniel Moure
Daniel Moure
CMO
Pureformulas.com
Daniel Moure is CMO at pureformulas.com, a leading health supplement e-tailer, offering daily, free shipping on more than 40,000 products. Its mission is to maintain daily motivation and passion for healthy living, with a focus on providing high-level customer service and quality products. Prior to joining PureFormulas, Moure spent a decade at Univ ...[Read More]

Joel Layton
Sr. Director eCommerce
Lands' End

 Catherine Bassett
Catherine Bassett
Sr. Product Manger
Rue La La
Catherine Bassett is Sr. Product Manger at Rue La La, a leader in the Digital private-sale space with a membership base of over 9 million.  Passionate about building products and experiences consumers love, she joined Rue La La in early 2014 and is responsible for managing product development across the Rue La La site.

Catherine has
...[Read More]

 Omer Artun
Omer Artun
CEO & Founder
AgilOne
He holds a Ph.D. in computational neuroscience and physics from Brown University where he studied under Nobel Laureate Physicist, Leon Cooper, on pattern recognition, data mining and complex systems modeling at the Institute for Brain and Neural Systems. He served as an Adjunct Professor of Marketing at NYU Stern School of Business where he taught ...[Read More]

Track C: Conversion Optimization & Usability

4:55 PM Increasing Revenue, Decreasing Costs: Benefits And Challenges Of Remote Usability Research

Karen Bennett, Senior Manager, Usability, Customer Analytics & Feedback Strategy, The Home Depot

Karen walks through the usability at Home Depot. She’ll tackle getting started (whether you are new to usability or making the shift from traditional lab) and how to answer your research and UX challenges.

•    Looking at cost benefits
•    Adoption of practices
•    A review of Agile / Waterfall
•    Increase in revenue, decrease in code and rework

 Karen Bennett
Karen Bennett
Senior Manager, Usability, Customer Analytics & Feedback Strategy
The Home Depot
Having helped create award winning customer and employee experiences for leading companies within the hospitality, travel, retail, financial, medical and telecom industries for 18+ years,  Karen is passionate about driving experience changes based on customer insights from Usability Research and Customer Feedback. Karen leads the Home Depot Online ...[Read More]

5:25 PM Beer And Wine Retailer-Only Chats (Pick A Table And Grab A Drink)

Relax with a cold beer or a glass of wine during our casual get-togethers at the end of the day. These sessions are great to not only mingle with fellow retailers, but get real solutions you can share with your office. These sessions are retailer-only.

Table 1: Looking Outside Of Traditional Social Networks To Expand Your Reach And Identifying Targeted Communities To Build Your Social Community

Hosted By: Jyoti Shah, Product Manager, The Home Depot

Table 2: Content Creation And Marketing
Hosted By: Gary McEldowney, Marketing Director, AllergyBuyersClub


Table 3: Multi-channel Marketing
Hosted By: Roy Steves, CMO, PoolSupplyworld

6:00 PM End Of Main Conference Day Two