eTail East 2015 (past event)
August 10 - 13, 2015
Call: 1.888.400.5404
Main Conference Day One
07:20 - 07:50 Registration And Networking Breakfast Inside The Solution Zone
07:50 - 08:00 Welcome Address & Opening Ice Breaker
08:00 - 08:15 Chairperson’s Opening Remarks
Mastercard Executive
08:15 - 08:40 Keynote: Retail Revolution: How Digital Is Transforming Target And Fueling The Future Of Shopping
In just three years, Target has moved on from a difficult website re-platform to become a leader in digital with online sales growth that outpace the overall industry growth rate. Target is focused on making mobile its “new front door,” and has two of the most downloaded retail apps: the flagship Target app and Cartwheel, Target’s digital coupon app. Jason Goldberger, President of Target.com and Mobile, will share lessons learned along the retailer’s digital transformation journey and where he sees e-commerce heading in the future. With channel-less shopping and personalization becoming the “new normal”, Jason will discuss how Target is creating a future where digital separates best-in-class customer experiences—for shoppers online and in stores.
08:40 - 09:05 Keynote: How Trust Drives Ecommerce Differentiation And Conversions
Consumer trust in your website and brand can either make or break your business. When trust is strategically established at the right moments during the customer experience, it increases traffic, reduces shopping cart abandonment and drives more conversions. Ignored, it might cost you, your brand and your business.
• Learn when trust can differentiate your brand and validate your website
• Discover how successful brands leverage trust to elevate traffic, interactions and site stickiness
• Why your company’s leaders will thank you for advocating best practices that inspire trust
• Hear best practices and tools that can project trust throughout the customer experience
• Learn when trust can differentiate your brand and validate your website
• Discover how successful brands leverage trust to elevate traffic, interactions and site stickiness
• Why your company’s leaders will thank you for advocating best practices that inspire trust
• Hear best practices and tools that can project trust throughout the customer experience
09:05 - 09:35 Cross-Channel Keynote Panel Discussion: Laying Down The Building Blocks For Your Cross-Channel Future
The retail landscape is changing so rapidly, that the lines are blurring between online only and brick and mortar. Heads of Marketing, Ecomm and Digital, all with extensive multi-channel backgrounds, bring years of expertise to eTail. They’ll talk about what works in omnichannel today and tried and true methods to compete.
• Align yourself internally around omni-channel
• Enable a detailed view of data
• Examine your customer experience pathway
• Reviewing integration of digital and in-store
• Work through challenges around your back-end infrastructure
• Align yourself internally around omni-channel
• Enable a detailed view of data
• Examine your customer experience pathway
• Reviewing integration of digital and in-store
• Work through challenges around your back-end infrastructure
09:35 - 10:05 Mimosa & Bellini Morning Break
Grab a delicious cocktail in the Exhibit Hall, and check out the latest in tech for your business.
10:05 - 10:30 Keynote: Staying Competitive In An Overly Crowded Market
Emphasizing the importance of a positive customer experience through every aspect of the company has shaped Overstock.com into the trusted retailer they are today, especially as an online-only retailer. Every initiative and program that Overstock.com develops is viewed through the lens of how it will affect the end customer experience. Building a trusted relationship with their customers through a good experience is the most important way they can ensure the continued growth of our company in an increasingly competitive market. Stormy will walk through how they do this, why and what the results have been.
10:30 - 10:55 Keynote: Four Key Predictions for Mobile Commerce…And What You Can Do About Them
Every quarter Criteo analyzes data from more than 1.4 billion transactions to understand how consumer shopping behavior is evolving across devices and establish benchmarks that help retailers evaluate their own mobile and cross-device readiness. In this presentation Criteo’s EVP of Americas, James Smith, will unveil four key predictions distilled from this massive data set as well as specific recommendations on how to capitalize on these trends, based on best practices and case studies from leading e-commerce marketers. In this keynote session, you’ll learn:
• Smartphones will dominate ecommerce
• Your mobile website is probably worse than you think
• Mobile needs to be the center of your marketing in 2015
• Mobile is complicated! Apple and Android, browser and apps.
• Universal match is essential for a cross-device world
• Smartphones will dominate ecommerce
• Your mobile website is probably worse than you think
• Mobile needs to be the center of your marketing in 2015
• Mobile is complicated! Apple and Android, browser and apps.
• Universal match is essential for a cross-device world
10:55 - 11:25 Innovation Keynote Panel Discussion: Looking At Innovation In Retail: Growing Your Business In 2015 And Beyond
Many organizations have faced becoming stuck in a “retail rut”. Not these companies. They are focused on staying on the cusp of innovation, by removing barriers to gain a competitive edge. Inspire your organization and drive innovation after leaving this keynote session.
• Define what innovation means in your organization
• Look at non-traditional programs as a means for innovation
• Review different technology options to support your initiatives
• See what types of opportunities exist for retailers both today and in the future
• Measure success (and ROI) on your programs
• Define what innovation means in your organization
• Look at non-traditional programs as a means for innovation
• Review different technology options to support your initiatives
• See what types of opportunities exist for retailers both today and in the future
• Measure success (and ROI) on your programs
11:25 - 11:55 Networking & Refreshment Break Featuring “Minute To Win It” Games Inside The Solution Zone
These super fun quick games use regular household items to challenge your skills! For example, how many pencils can you bounce an eraser into a pint glass in 60 seconds? Can you quickly stack 10 red solo cups to build a tower, and then tear it down? Winners advance with each game until we get a Minute to Win It Winner! The winner gets a Brand New Apple Watch!
11:55 - 11:56 Keynote: Setting The Groundwork For A Global eCommerce Strategy
As the head of global eCommerce, Tom is focused on smart and effective ways to enter new markets and grow Puma’s footprint. Puma has launched in a number of markets, and Tom will share his lessons learned in this keynote case study.
•Develop a unified approach to global expansion
•Simplify the shopping experience for international consumers
•Make organizational decisions around centralicizing or localizing teams (take a look at the pros and cons)
•Manage your budget and internal resources as you go into new markets
11:56 - 12:20 Join Us In the Social Lounge For Retailer-Only Meet-Ups:
Get free advice you can’t get anywhere else. Meet with other retailers who have questions (and answers).
Topic: Getting New Customers: Retention Tactics
Hosted By: Seth Berman, Head of Acquisition and Retention Marketing, Redbubble
12:20 - 12:55 Keynote: In God We Trust, Everyone Else Must Have Data!
In a world that is increasing digital, shelf lives of CMOs will be tied to their ability to constantly experiment and measure the effectiveness of their programs. Advances in technology (Big Data, Mobile, DMPs etc.) coupled with digital footprints left by customers provide a basis to facilitate this. This discussion focuses on how the marketing landscape is rapidly changing thanks to digital/social marketing strategies, advanced data management capabilities (measurement and optimization) and the new found power of the individual customer (Internet of me). In this session, look at what organizations have to do to drive cultural transformation internally and what types of strategies help drive ROI. You’ll hear lessons about what not to do (and what to do) while driving successful data related strategies in Customer Experience, Digital Marketing and Online Sales.
12:55 - 13:20 Keynote Guest Speaker: What The Future Of Shopping Means For Your Business
Jason Pontin, editor in chief and publisher of MIT Technology Review, the world’s oldest and most respected technology magazine, will explain how the proliferation of smart-phones, the appearance of Apple Pay and other mobile payment systems, in combination with beacons inside stores that monitor shopper behavior and big data analytics to understand it all, are creating new kinds of consumer expectations – expectations to which retailers must adapt or fall behind.
MIT Technology Review
Jason Pontin
Innovation Expert; Renowned Journalist; Influential Editor & PublisherMIT Technology Review
Invitation-Only Private Lunch
13:20 - 14:20 Invitation-Only Private Lunch Hosted By Symantec
Invitation-Only Private Lunch Hosted By Symantec
Invitation-Only Private Lunch
13:20 - 14:20 Invitation-Only Private Lunch Hosted By Rubicon Project Chango
Invitation-Only Private Lunch Hosted By Rubicon Project Chango
Lunch & Networking For All Attendees
13:20 - 14:20 Meet and Greet Lunch & Networking For All AttendeesWhat’s for lunch? You’ll have some wonderful food, make new friends and reflect on the morning sessions during lunch.
Track A: Growth In Retail
14:20 - 14:30 Chairperson’s Remarks
Track B: Omni-Channel / Multi-Channel Execution
14:20 - 14:30 Chairperson’s Remarks
Track C: Social, Mobile & The Future Of Retail
14:20 - 14:30 Chairperson’s Remarks
Track A: Growth In Retail
14:30 - 15:00 Growth Hacking Your Ecommerce Brand: Simple Steps For Explosive Growth
Growth hacking is one of the hottest new trends in online marketing. Learn how you can employ Growth Hacking principles to drive explosive growth for your brand. This session will provide real life strategies that you can put into practice today to leverage your content to identify awesome opportunities for incremental traffic and revenue. Find out how to harness the power of innovative technology to work harder for you and how to use the fundamentals of SEO, content marketing and UX optimization to find immediate wins that will propel your site’s growth.
Track B: Omni-Channel / Multi-Channel Execution
14:30 - 15:00 Kick-Off Case Study Session: Delivering Your Unique Value And Meeting Rapidly Changing Customer Expectations In An Omni-Channel B2B WorldAn ecommerce leader in the industrial distribution space with near $3B in sales, MSC Industrial Supply Company now transacts more than 50% of its business online. Hear how Steve Baruch, Vice President - Digital & Strategy, has helped transform MSC from a direct marketing company into an omni-channel trailblazer. Learn how MSC thinks about the future of B2B, and how the company is positioning itself as the online and offline worlds continue to morph and evolve.
Track C: Social, Mobile & The Future Of Retail
14:30 - 15:00 BRAND NEW! 2015 Moshpit of eCommerce Experts: The Future Of eCommerceThis is the most fun — and learning — you may have at the conference. You and your esteemed colleagues become short-term panelists. Led by digital masters Sam Decker and Sean McDonald, they create a fun, fast paced, gameshow-like session where the audience (that means you) share what works in eCommerce. A combination of lightning round game show audience participation and quick witted MCs create a rare combination of laughter and learning. The insights and no-“BS” stories from your peers are fascinating. You will be cheered and revered by your fellow audience members (or not). Prizes and fame await. Fun and insightful, this session promises more help in preparing for the future of commerce than anything else!
Exhibit Hall Meet-Ups And Activities
14:30 - 15:00 Join Us In the Social Lounge For Retailer-Only Meet-UpsGet free advice you can’t get anywhere else. Meet with other retailers who have questions (and answers).
Topic: It’s All About Mobile
Hosted By: Damon Marraccini, Director eCommerce, Product Mgmt, Mobile Commerce, UXD, Dicks Sporting Goods
Damon Marraccini
Director eCommerce, Product Mgmt, Mobile Commerce, UXDDicks Sporting Goods
Track A: Growth In Retail
15:00 - 15:25 Tactics And Strategies To Make Your App A Successful Part Of Your Marketing ProgramSilverpop Executive
Hear about the latest future technologies in this case study, from a tech expert and retailer.
Track B: Omni-Channel / Multi-Channel Execution
15:00 - 15:25 Revenue Rescue: Saving Sales When Shoppers StrayIn this multi-device, cross-channel world, there are two critical places where consumers tend to stray from the shopping process: product pages and the shopping cart. Retailers must begin to break away from the traditional, outdated view that all shoppers leave with no intention of returning and instead start planning for the other alternatives.
Results from an audit of the product page abandonment strategies and the shopping cart marketing efforts of more than 100 retailers will be revealed during this webinar.
Join Jim Davidson, head of research at Bronto Software, for “Revenue Rescue: Saving Sales When Shoppers Stray” and you will:
-Learn which strategies top retailers are using for product page marketing.
-Gain insight into how to streamline your shopping cart and checkout process.
-Receive tips on how to bring customers back after they have left items in their carts.
Track C: Social, Mobile & The Future Of Retail
15:00 - 15:25 The State Of The Retail Apps Economy And What It Takes To Win Customers For LifeApplause Executive
Hear about the latest future technologies in this case study, from a tech expert and retailer.
Exhibit Hall Meet-Ups And Activities
15:00 - 15:25 Continuation Of Retailer-Only Meet-Ups In the Social LoungeGet free advice you can’t get anywhere else. Meet with other retailers who have questions (and answers).
Topic: It’s All About Mobile
Hosted By: Damon Marraccini, Director eCommerce, Product Mgmt, Mobile Commerce, UXD, Dicks Sporting Goods
Damon Marraccini
Director eCommerce, Product Mgmt, Mobile Commerce, UXDDicks Sporting Goods
Track A: Growth In Retail
15:25 - 15:55 Promotions Panel Discussion: Promotional Strategies: When Is Too Soon, Too Much And Too Frequent?
Join Steve Oblak and hear how he was able to drive the company's holiday promotional calendar to grow revenue for Wayfair.com's direct business by 55.2% in Q4 2014. This panel will tackle your promotional challenges head on, and help you deliver campaigns that really drive sales (and not drag down your bottom line).
• Everyone is pushing things earlier and earlier in terms of their promotions, when is too soon, too much?
• Review how promotional strategies are evolving
• Create a threshold in terms of timeframe
• Learn what type of promotions are helping to supplement getting through the slower months of the year
• Drive revenue during these slower timeframes
• Create ways to show value to your customers outside of discounting
• Everyone is pushing things earlier and earlier in terms of their promotions, when is too soon, too much?
• Review how promotional strategies are evolving
• Create a threshold in terms of timeframe
• Learn what type of promotions are helping to supplement getting through the slower months of the year
• Drive revenue during these slower timeframes
• Create ways to show value to your customers outside of discounting
Track B: Omni-Channel / Multi-Channel Execution
15:25 - 15:55 Omni-Channel Panel Discussion: Redefining Omni-Channel: Blending Digital And In-Store
Retailers 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 how to help customers find the products they are looking for, no matter the sales channel, and how to blur the lines between digital and in-store.
• Create an integration strategy
• Properly incentivize store associates to integrate digital experiences
• Define a great in-store experience
• Assist the customer in the store, using digital technologies? Using smart phones or tablets?
• Create an integration strategy
• Properly incentivize store associates to integrate digital experiences
• Define a great in-store experience
• Assist the customer in the store, using digital technologies? Using smart phones or tablets?
Track C: Social, Mobile and The Future Of Retail
15:25 - 15:55 BRAND NEW! Voice Your Opinion- Hands-On Social Selling Working Groups: Finding The Best Onsite Applications For Your Business
In this first of its kind workshop format, veteran eCommerce marketer Richard Sexton will lay the groundwork explaining different social applications, and then you decide which works best for your business. We’ll pop up the results in a poll for the whole audience to see, and then come up with an “All Time Top Five Social Applications” list to take home. And multiple technology supplier options will be presented, giving you a roadmap for implementing these tools as soon as you return to the office!
15:55 - 16:30 Minute To Win It Game Challenges & Wine Networking Happy Hour Inside The Solution Zone
These super fun games quick use regular household items to challenge your skills! For example, how many pencils can you bounce an eraser into a pint glass in 60 seconds? Can you quickly stack 10 red solo cups to build a tower, and then tear it down? Winners advance with each game until we get a Minute to Win It Winner! The winner gets $250 cash!
Track A: Growth In Retail
16:30 - 17:00 Data Panel Discussion: Creating Specific Solutions For Your Customers Using Data
Data is central to shaping experiences that really help customers buy (quickly and repeatedly). How are you gathering customer data and what are you really doing with it? This panel goes through ways to help help customers reach checkout and buy, using data.
• Drive your customer towards a specific activity using data sets
• Use your current data to structure experiences that help customers buy
• Leverage and reuse that customer data (purchase data, behavioral data, etc.) to encourage them to buy
• Redeploy customer data into a specific commerce experience across different channels
• Drive your customer towards a specific activity using data sets
• Use your current data to structure experiences that help customers buy
• Leverage and reuse that customer data (purchase data, behavioral data, etc.) to encourage them to buy
• Redeploy customer data into a specific commerce experience across different channels
Track B: Omni-Channel / Multi-Channel Execution
16:30 - 17:00 Cross-Channel Future Panel Discussion: Bringing Cross-Channel Into The Future
Our group of multi-channel mavens debate and outline their multi-channel strategies. They’ll talk technology usage, organizational structures to infrastructure and even fulfillment. Leave with a detailed picture of how you can maximize your strategies, looking both internally and externally.
• Evolve your cross-channel capabilities to become fully omni-channel
• Infuse technology throughout the shopping funnel to support customer acquisition and retention: research, purchase and support
• Put technology in place to help cross-channel shoppers
• Evolve your cross-channel capabilities to become fully omni-channel
• Infuse technology throughout the shopping funnel to support customer acquisition and retention: research, purchase and support
• Put technology in place to help cross-channel shoppers
Track C: Social, Mobile and The Future Of Retail
16:30 - 17:00 Social Panel Discussion: Combining Social With Your eCommerce Experience
Social is now woven into the eComm experience. How are you really doing it, and is it successful? Is it moving the needle at all? This panel looks at tons of ways to bring social into your ecommerce experience, and go beyond engagement. Get more sales from social.
• Look at what else you can do besides request “shares”or “Likes”?
• Add social successfully into your loyalty program
• Look at your website to help integrate with your social channels
• Encourage customers to be more social with you on your website
• Influence behavior with your customers and within their social circles
• Look at what else you can do besides request “shares”or “Likes”?
• Add social successfully into your loyalty program
• Look at your website to help integrate with your social channels
• Encourage customers to be more social with you on your website
• Influence behavior with your customers and within their social circles
Exhibit Hall Meet-Ups And Activities
16:30 - 17:00 Join Us In the Social Lounge For Retailer-Only Meet-Ups: Get Free Advice You Can’t Get Anywhere ElseTopic: Omni-channel Best Practices
Hosted By: Rob Schmults, SVP eCommerce and CRM, Talbots
Track A: Growth In Retail
17:00 - 17:15 People Vs. Pixels, How Do To Drive Increased ROI From Current Customers And Known ProspectsThe most significant innovation for Advertisers, Brands and Marketers in the ever-evolving space has been a shift away from targeting the pixel and a shift towards a more sophisticated targeting of people. This practice, known as people-centric or people-based marketing, has caught heat and, with the launch of Facebook Atlas, AOL One, and offerings from Google, Criteo and Marketo, promises to be integral to the job of a marketer in 2016 and beyond.
LiveIntent VP National Advertising Sales Joe Dressler will present the evolution of CRM retargeting, provide insight into how to market to people in a multi-device and multi-browser world and explain the state of the market. He will explain existing technologies, and how first-party data is best leveraged in order to help brands and advertisers connect to their best audiences.
It’s increasingly important that marketers and technologists understand the shift in thinking and the technology that has allowed it.
Track B: Omni-Channel / Multi-Channel Execution
17:00 - 17:15 Using Analytics to Improve the Omni Channel Customer Journey
In the digital age businesses have more avenues than ever to connect with customers, but delivering a seamless omni channel experience across platforms can be very challenging. Join Emily Rugaber, the Director of Best Practices at GoodData, to learn how a connected analytics strategy can give you the detailed visibility you need to build a best in class omni channel experience. In this session you will learn:
• Best practice approach to understanding digital customer behavior
• How to use data across channels to understand channel and campaign performance
• Key KPIs for Retail and Ecommerce
• Best practice approach to understanding digital customer behavior
• How to use data across channels to understand channel and campaign performance
• Key KPIs for Retail and Ecommerce
Track C: Social, Mobile & The Future Of Retail
17:00 - 17:15 Ecommerce Turns 21: Advice For Digital Adulthood
On this day 21 years ago, NetMarket conducted the very first secure retail transaction on the Web with the sale of Sting’s CD, “Ten Summoner’s Tales,” purchased via credit card for $12.48 plus shipping. Today, we are reminded that ecommerce has grown up fast, moving into a new phase of innovation with robots, mobile payments and highly personalized, interactive digital experiences. Join Needle President and COO Scott Pulsipher as he commends the gargantuan 21 year-old’s growth, but also addresses areas the industry still needs to improve as it enters digital adulthood. As the former general manager of Amazon Webstore, Pulsipher has a strong background in innovating and disrupting the ecommerce space.
Exhibit Hall Meet-Ups And Activities
17:00 - 17:15 Continuation Of: Join Us In the Social Lounge For Retailer-Only Meet-Ups: Get Free Advice You Can’t Get Anywhere ElseTopic: Omni-channel Best Practices
Hosted By: Rob Schmults, SVP eCommerce and CRM, Talbots
Track A: Growth In Retail
17:15 - 17:40 Voice Your Opinion - Interactive Working Groups: Quick Site Fixes: 9 Ecommerce Tips You Can Implement In The Next 6 MonthsThis session discusses “quick-wins” that improve conversion and overall site experience that a larger company can implement in the next six months. Most attendees have to compile a “what you learned” after you attend to the VP level to justify the cost of the conference. This session is it. You’ll leave with an actual checklist for your business, as you go hrough the list as a group.
•Follow these nine things to justify relaxing in Boston for the week to your boss
•Follow along with a checklist to compare your site to best practices that move the needle in the short and long term
•As a bonus – you can score some awesome swag from H2O
Track B: Omni-Channel / Multi-Channel Execution
17:15 - 17:40 Turning Traffic Into Revenue – Integrating Advertising Within The eCommerce FunnelMike will discuss the growth of digital advertising on ecommerce sites. What the goals of digital advertising on sites? They can span from top of funnel/brand awareness to bottom funnel/Direct Response/Co-op. He’ll walk through a few case studies on Wayfair.com, the first is a custom brand integration with Sherwin- Williams, the second is their “Get it Near Me” program to drive qualified shoppers from Wayfair.com to local furniture stores, and finally some sponsored content on Wayfair.com. You’ll leave knowing the importance of creating a win-win-win for etailers, brands, and customers.
Track C: Social, Mobile & The Future Of Retail
17:15 - 17:40 Case Study: Creating Profitable Exciting Relationships In The Blogosphere Between Brands And BloggersDive into the blogosphere with smart blogger relationships – they can be profitable and interesting components of your ongoing social media outreach with great SEO benefits to boot!
Join Katie Laird, PR and Social Media Manager of Blinds.com, as she walks attendees through her own Brand Ambassador program (aka: the MOBsters) tips and tricks, as well as a variety of creative and trackable ways that businesses just like yours are engaging in the blogosphere. Grow the online buzz, the goodwill and the bottom line of your brand through organic storytelling, product reviews and blogger community outreach.
•Content and engagement strategies that work with blogger partners
•How to identify and connect with your ‘dream bloggers’
•Setting tracking mechanisms and internal expectations around blogger outreach
Exhibit Hall Meet-Ups And Activities
17:15 - 17:40 Continuation Of: Join Us In the Social Lounge For Retailer-Only Meet-Ups: Get Free Advice You Can’t Get Anywhere Else
Topic: Omni-channel Best Practices
Hosted By: Rob Schmults, SVP eCommerce and CRM, Talbots
Hosted By: Rob Schmults, SVP eCommerce and CRM, Talbots
17:40 - 17:45 Conclusion Of Main Day One
17:45 - 18:30 Beer And Wine Retailer-Only Chats – Bring Your Challenges And Get Solutions (And A Cocktail!)
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. Topics covered include expanding your social reach, SEO, the do’s and don’ts of shipping and much more. These sessions are retailer-only.
Table 1: Using Customer Lifecycle Information Across Channels
Hosted By: Scott Drayer, VP Marketing, Paul Fredrick
Table 2: Same Day, Local Delivery And Free Shipping – What Works For Your Business
Hosted By: David Albracht, Director eCommerce Product Management, The Home Depot
Table 3: The Do’s And Don’ts Of SEO
Hosted By: Drew Sirico, Director of Marketing, E-Commerce, Edible Arrangements
Table 4: Supercharging Your Customer Acquisition Strategy
Hosted By: Michael Zuccato, Director Online Marketing, Sourcebooks
Table 5: Using Social Media As A Brand Leadership Strategy
Hosted By: Laura Jajko, President, American Frame
Table 4: Supercharging Your Customer Acquisition Strategy
Hosted By: Michael Zuccato, Director Online Marketing, Sourcebooks
Table 5: Using Social Media As A Brand Leadership Strategy
Hosted By: Laura Jajko, President, American Frame
18:30 - 23:59 The Taste Of Boston Cocktail Reception At the Prudential Center
Want to see how Boston looks from 50 floors up? Get your food and drink fix at the Skywalk Observatory, Boston's only sky-high vantage point, during our evening cocktail reception. You’re in for amazing 360 degree views of this beautiful city, great music,amazing food, and lots of entertainment!