eTail West 2018

February 26 - March 01, 2018

JW Marriott, Palm Springs, CA


How Retailers Can Master Email & CRM

How Retailers Can Master Email & CRMHow Retailers Can Master Email & CRM
The key to a good event is getting everyone engaged, and we accomplished just that at eTail East’s Pre-Conference Email & CRM Summit. 

Key topics include:
  • Selecting The Right Systems
  • Using Triggered Messages
  • Successful Content Strategies


Customer Data is Key

Ultimately, the key to successful segmentation is acquiring the right data—even for retailers with only modest email and CRM systems. With the right data, a retailer can segment customers in thousands of meaningful ways and build dozens of campaigns for more free revenue opportunities. Retailers can collect data through digital channels, and increasingly unify that information with data collected in-store, leading to more opportunities for meaningful segmentation.

Ultimately, retailers must acknowledge that there is no question about whether or not they are going to wholly invest in an email and CRM strategy; it’s only a question of how well they are going to do it.

Executive Summary

Retail brands are constantly refining their commercial capabilities and marketing capabilities. 2016 has been no different, as retailers are shifting their marketing budgets and technology investments to build better strategies to connect with consumers across their increasingly non-linear paths to purchase. The goal is simple: to create a seamless, enjoyable shopping experience across the spectrum of digital and offline commercial channels.

Brands are pulling in revenue from more commercial channels than ever before, but there are still great opportunities to reinforce the connecting fibers between those channels. It is no longer sufficient to simply have a presence in these various channels. Rather, every channel must feel like an extension of the others, and critical capabilities like attribution analytics and cross-promotions must cover that entire spectrum.

Retail marketing is evolving right alongside omnichannel commerce; audience reach is expanding as the number of commercial channels grows, and campaigns are becoming more effective at engaging and converting. The digital age has brought consumers and brands closer than ever before, a fact that brands are embracing through campaigns that encourage direct interaction. Consumers are no longer an audience to be advertised to; they are participants to build relationships with. Today’s best campaigns are content-centered, highly personalized, and deeply measurable.

eTail’s sixth annual e-commerce outlook will assess some of the trends and technologies driving retail innovation. This paper evaluates the marketing tactics retailers are leveraging, and takes a look at how those tactics have impacted core KPIs. It will also take a close look at innovative initiatives like referral marketing and user-generated content. Finally, it will gauge how well retailers are keeping up with omnichannel commerce.