eTail Virtual Summit & Expo 2021

June 29 - July 01, 2021

Online (ET)

Day One – Tuesday, June 29 2021

11:15 am - 11:20 am Welcome Remarks and Orientation - Kristin Schoenstein, Portfolio Director, eTail, Elizabeth Robillard, Program Director, eTail

11:20 am - 11:40 am Keynote Fireside Chat: Delivering on Brand Purpose Through Customer-Inspired Strategies

  • Utilizing data and insights to achieve high levels of personalization and reinforce brand promise 
  • Identifying key customer segments in order to anticipate customers’ needs, provide inspiration and strengthen loyalty 
  • The art of developing a customer value proposition that brings brand purpose to life
  • Cultivating empathy through omnichannel experiences – digital offerings and in-store experiences – that meet customers at their current life stages
  • Thinking holistically about the entire customer experience - from your homepage to checkout

 

Cindy Davis, Chief Brand Officer at Bed Bath & Beyond

Cindy Davis

Chief Brand Officer
Bed Bath & Beyond

11:40 am - 11:55 am 15 Minute Industry Insight Kick Off By ID.me

With customers adapting to new ways of shopping, retailers are recognizing that the omnichannel experience is more important than ever before. Customers who once preferred to shop mainly in store are now shifting to curbside pick up or 100% online shopping. In this panel, hear from a diverse group of retailers about how they are adapting to this new environment and providing customers with an enhanced omnichannel shopping experience. Discuss:


  • Making strides to better connect the digital and the socially distant physical retail environment – offering safe and easy to implement omnichannel experiences 
  • Using all data available to personalize and engage with customers 
  • Thinking strategically about the entire journey and eliminating customer pain points, particularly as some customers adapt to digital
  • Helping store associates to be able to connect and support customers when in store and also supporting them from home using chat and video
Mahmoud Samara, VP, North America Sales, Service and Marketing at Cadillac

Mahmoud Samara

VP, North America Sales, Service and Marketing
Cadillac

Erin Moennich, CEO at Draper James

Erin Moennich

CEO
Draper James

Matt Roche, CEO at Extole

Matt Roche

CEO
Extole

Stefanie Kruse, Vice President/GM, Digital Commerce and Omni-Channel at Walgreens

Stefanie Kruse

Vice President/GM, Digital Commerce and Omni-Channel
Walgreens

12:25 pm - 12:30 pm Transition to Interactive Workshops

Concurrent Sessions- Choose One

12:30 pm - 1:10 pm Workshop Hosted by PayPal

12:30 pm - 1:10 pm Workshop Hosted by New Engen

12:30 pm - 1:10 pm Workshop Hosted by Booyah Advertising

12:30 pm - 1:10 pm 40 Minute Live Interactive Workshop

1:10 pm - 1:30 pm Lunch Break

1:30 pm - 2:00 pm KEYNOTE PANEL DISCUSSION: The Impact of COVID on Retail and How to Approach Our New Normal

As we approach the light at the end of the tunnel of the pandemic, now is the perfect time for retailers to reflect on the changes they made to their busineses throughout the last year and consider what updates are worth keeping and which should remain temporary. Certain initiatives might have been more of a bandaid while others might have been a sped up implementation of an investment in your three to five year digital plan. Given changing customer needs, it’s imperative to examine which COVID-era business processes or investments should be kept and which can be left behind. During this panel, our panelists will discuss:

  • Examining how has Covid-19 changed the industry’s approach to innovation and change
  • Figuring out what new customer demands and needs the pandemic has sparked
  • Realigning business priorities with new customer needs
  • Ensure innovation efforts don’t fall by the wayside when budgets are inevitably tightened
  • Looking at the ‘New Normal’ industry trends that you can predict for 2022?

Michelle Horowitz, SVP, Head of Marketing, Blink Fitness

Michelle Horowitz, SVP, Head of Marketing at Blink Fitness

Michelle Horowitz

SVP, Head of Marketing
Blink Fitness

Carolyn Pollock, CMO at Tailored Brands

Carolyn Pollock

CMO
Tailored Brands

Chris Andrea, Director, eCommerce Media & Advertising at Elizabeth Arden/Revlon

Chris Andrea

Director, eCommerce Media & Advertising
Elizabeth Arden/Revlon

2:00 pm - 2:20 pm Keynote: Must CTV: How Streaming TV Ads Unlock Brand-Defining Moments

Quick, agile, accessible—these aren’t the words you’d use to describe TV advertising...unless you were talking about Connected TV. The rise of CTV has transformed a time-intensive and expensive ad channel into one that launches campaigns in mere days at a fraction of the cost. Discover how CTV advertising’s agility and impact unlocks opportunities to tap into the zeitgeist, launch relevant campaigns, and seize your brand-defining moment. This keynote presentation will cover: 


How to go from campaign ideation to implementation in only a matter of days

What retailers need to know when developing an effective direct-response CTV strategy

Which technologies are a must-have for launching campaigns and measuring impact

Ali Haeri, VP, Marketing at SteelHouse

Ali Haeri

VP, Marketing
SteelHouse

2:20 pm - 2:45 pm KEYNOTE CHAT: Merging High-Tech & High Touch: Humanizing Digital Customer Experiences In Our ‘Live from Home’ World

Technology is impacting consumer preferences and retailers have to move faster than ever to adopt new technology with a customer-centric mindset. Especially given the rush towards digital capabilities during the beginning of the pandemic, there might have been some pieces of tech that retailers invested in to help ease a customer burden, but are now realizing lacks a human touch. In an increasingly online world with self-service on the rise, customers are still looking for a 1 to 1 relationship and a personal touch. Valerie Hoecke & her team at LVMH Perfumes & Cosmetics have been working throughout the pandemic to make sure that customers feel that human connection through each touchpoint and she plans to share with us how they plan to continue to think through this customer first mindset even as things seemingly return to ‘normal’ post pandemic. 


  • Remembering that your customers are humans, not just data points 
  • Investing in customer facing technology that is easy for your business to implement AND easy for your customer to use  
  • Recognizing that chatbots and automation might be easier and less expensive methods of contact but they can be impersonal  
  • Thinking through the benefits of keeping some personal lines of communication open with your customer ie. through call center or human manned chat  
  • Cultivating empathy through your digital experiences 


Valerie Hoecke, Chief Digital Officer, LVMH Perfumes & Cosmetics

Valerie Hoecke, Chief Digital Officer at LVMH Perfumes & Cosmetics

Valerie Hoecke

Chief Digital Officer
LVMH Perfumes & Cosmetics

2:45 pm - 3:05 pm Keynote Presentation – Executive Presenter, PayPal

Session description pending!

3:05 pm - 3:10 pm Transition to VIP Roundtables

3:10 pm - 3:50 pm VIP “LIVE” Interactive Roundtable Discussions Led By Solution Providers

  • Table 1: Hosted by MessageGears 
  • Table 2: Hosted by Survey Monkey
  • Table 3: Hosted by Signifyd
  • Table 4: Hosted by Bloomreach 
  • Table 5: Hosted by Bolt
  • Table 6: Hosted by PayPal
  • Table 7: Hosted by ProductsUp

Concurrent Sessions – Choose One

Track A: Achieving CX and UX Success

3:50 pm - 4:00 pm 10 Minute Industry Insight Kick Off

Track A: Achieving CX and UX Success

4:00 pm - 4:25 pm Case Study: Increase The Impact Of Your Product Management Organization Through Digital Product Operations

By now, most organizations recognize the importance of Product Management. Continuously running A/B tests, pouring through site analytics, and shipping innovative products are just some of the many responsibilities that Product Managers take on. As your business grows so too do the cross functional dependencies that slow down the velocity of your Product Managers while causing them to lose focus. Enter Digital Product Operations. While a nascent role, Product Operations has been leveraged in such notable companies as Duolingo, Instacart, and Peloton. In this talk, Kevin will introduce you to the role of Digital Product Operations and offer a few takeaways for consideration in your organization.


Kevin Sakamoto, Director, Digital Product Operations, Dollar Shave Club

Kevin Sakamoto, Director, Digital Product Operations at Dollar Shave Club

Kevin Sakamoto

Director, Digital Product Operations
Dollar Shave Club

Track A: Achieving CX and UX Success

4:25 pm - 4:45 pm Vendor Presentation - Executive Presenter, Survey Monkey

Track A: Achieving CX and UX Success

4:45 pm - 5:15 pm PANEL DISCUSSION: Email Deliverability and Engagement: Getting Customers To Open And Click Through

Given Google’s news about the disappearance of third party cookies, it just became that much harder to put your brand in front of the eyes of potential customers. That makes a channel like email that much more important for engaging customers and moving them to convert. But if customers aren’t getting your emails or not opening them, we’ve got a big problem. Join this panel to hear how several brands are approaching email deliverability as they discuss things like:  

  • Determining what happens to your emails in the transition of the ‘send’ – what it means to have a high deliverability rate
  • Assessing whether emails are showing up in the promotions tab
  • Finding out if they are showing up in the direct inbox
  • Identifying if your emails are showing up as spam, or are they being spoofed
  • Learning which customers are opening (or not opening) your emails
  • Finding out if customers are opening emails generally 


Chelsea Mueller, CMO, Cheaper Than Dirt

Chelsea Mueller, CMO at Cheaper Than Dirt

Chelsea Mueller

CMO
Cheaper Than Dirt

Track B: The Future Of Omnichannel

3:50 pm - 4:00 pm 10 Minute Industry Insight Kick Off

Track B: The Future Of Omnichannel

4:00 pm - 4:25 pm Fireside Chat: Blurred Lines: Ensuring a Seamless Online To Offline Customer Journey

BJ’s has been actively expanding its digital and omnichannel offerings. From contactless curbside pick up to virtual try-ons in its optical division and a revamped consumer app, they are continuously finding new ways to create an effortless customer experience. Frank Ogura, Principal Product Manager, Online Capabilities & Experience, will walk you through how they are

•     Making strides to better connect the digital and the socially distant physical retail environment – offering safe and easy to implement omni-channel experiences 

•     Using all data available to personalize and engage with customers 

•     Thinking strategically about the entire journey and eliminating customer pain points, particularly as some customers adapt to digital 

Frank Ogura, Principal Product Manager, Online Capabilities & Experience at BJ's Wholesale Club

Frank Ogura

Principal Product Manager, Online Capabilities & Experience
BJ's Wholesale Club

Track B: The Future Of Omnichannel

4:25 pm - 4:45 pm Stack and Strategies to Engage the Omnichannel Customer

Customers interact with brands across a variety of channels and expect brands to reflect their previous interactions with every new touchpoint. Learn from leading marketing leaders on how they’ve architected technology and strategies to ensure the customer experience is consistent and friction-free.

 

Attendees of this session will learn: 

• Why best in breed solutions can work better than monolithic MarTech stacks

• Strategies for connecting to the customer experience beyond traditional marketing channels

• Metrics that matter in measuring the customer experience is consistent across all touchpoints

• Strategies that keep customers engaged in between transactions


Shannon Delany-Ron, CMO at JamesAllen.com

Shannon Delany-Ron

CMO
JamesAllen.com

Josh Francia, Chief Growth Officer at Blueshift

Josh Francia

Chief Growth Officer
Blueshift

Track B: The Future Of Omnichannel

4:45 pm - 5:15 pm PANEL DISCUSSION: Winning the Customer with A Truly Omnichannel Acquisition Strategy

With more customer touch points than ever, how can you ensure that your experience messaging is best and class and consistently on brand? Hear how one retailer is thinking about acquisition in new ways by:


  • Meeting customers where they are on the purchasing journey
  • Quickly demonstrating value and provoking instant decisions
  • Determining where to spend your marketing dollars & acquiring customers at a reasonable cost for your company
  • Using marketing data, web analytics and your CRM to decipher which campaigns led to lead to higher LTV customers
  • Determining the right distribution channels & best omni channel strategy for your org
  • Taking advantage of multi-touch attribution and implementing a unified measurement platform
  • Keeping brand messaging and experience consistent across all channels


Craig Kapilow, Senior Director, Brand Partnerships & Integrated Marketing, Rue Gilt Groupe

Craig Kapilow, Senior Director, Brand Partnerships & Integrated Marketing at Rue Gilt Groupe

Craig Kapilow

Senior Director, Brand Partnerships & Integrated Marketing
Rue Gilt Groupe

Steffanie Magnus, Director, eBusiness & Digital Transformation at Dreyer's Grand Ice Cream

Steffanie Magnus

Director, eBusiness & Digital Transformation
Dreyer's Grand Ice Cream

Track C: Digital Marketing Trends and Tactics

3:50 pm - 4:00 pm 10 Minute Industry Insight Kick Off

Track C: Digital Marketing Trends and Tactics

4:00 pm - 4:25 pm Co-Presentation: Optimizing Your Affiliate Marketing Partnerships

Wade Tonkin of Fanatics joined by a media partner, will share how they work together to create a successful and long-lasting partnership that drives revenue and builds brand affinity.

Hear ideas for:

  • Shifting your focus to traditional media outlets for performance based deals
  • Identifying and recruiting the right digital media partners 
  • Creating strong proposals and plans that seal the deal
  • Optimizing your relationships with partners on a global scale
  • Identifying strategies that will drive new revenue streams
  • Understanding KPIs for your efforts and relaying it back to stakeholders


  • Wade Tonkin, Director, Global Affiliate Marketing, Fanatics
Wade Tonkin, Director, Global Affiliate Marketing at Fanatics

Wade Tonkin

Director, Global Affiliate Marketing
Fanatics

Track C: Digital Marketing Trends and Tactics

4:25 pm - 4:45 pm Executive Vendor Presentation

Track C: Digital Marketing Trends and Tactics

4:45 pm - 5:15 pm PANEL DISCUSSION: Change Of Plans: Evolving Your KPI’s and Targets to Match Evolving Customer Behavior

The way in which retailers approach their planning cycles and methods was forced to change in 2020. Hear how this group of retailers shifted their strategy, adjusted their KPI’s and even developed new sets of metrics to align with the new retail environment.

Panelists will review ideas for:

  • Assessing how people are engaging over time and how are they evolving in their behavior  
  • Understanding what is important to your customer base and continuing to evolve in your market 
  • Using your data as well as third party data to create a complete customer picture · Reworking old timelines and plans to be more fluid and flexible in today’s unpredictable environment 
  • Getting buy-in for this new way of thinking and ensuring all stakeholders are clear on the goals and vision 


Courtney Fadjo-Biro, Head of Growth Marketing, Zenni Optical

Courtney Fadjo-Biro, Senior Director, Growth Marketing at Zenni Optical

Courtney Fadjo-Biro

Senior Director, Growth Marketing
Zenni Optical

5:15 pm - 5:15 pm Conclusion Of Day One

5:15 pm - 6:15 pm INVITE ONLY Sponsored Wine Tasting, LIVE Zoom Session

Relax virtually with your eTail peers durng an invite only sommelier-led wine tasting featuring fun facts and history on a variety of wines.