eTail Virtual Summit & Expo 2021

June 29 - July 01, 2021

Online (ET)

Day Two – Wednesday, June 30, 2021

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

11:20 am - 11:40 am Fireside Chat: Continuing to Cultivate a Frictionless Shopping Experience

The shopping experience across brick-and-mortar, ecommerce and social shopping should be a seamless experience, among those leading the way is Sephora. The powerhouse retailer has rolled out a suite of digital offerings like ‘Buy Online Pick-Up In-Store and Instagram Checkout, a partnership with Instacart for same-day delivery, and the launch of Home Chat, a virtual consultation service with Sephora’s Beauty Advisors via Hear from Sephora SVP, General Manager of E-commerce Carolyn Bojanowski on catering to their clients’ needs.

  • Client needs should always be the priority – meet clients where they spend their time
  • Brick-and-mortar is not dead, e-commerce is important and entertainment shopping is real
  • You can create personalized experiences virtually, lean into your current resources to make it happen 
Carolyn Bojanowski, SVP, GM, eCommerce at SEPHORA

Carolyn Bojanowski

SVP, GM, eCommerce

11:40 am - 11:55 am 15 Minute Industry Insight Kick Off

Especially given the past year customers have had, it’s never been more important to design their experiences with them in mind. Data is collected from them during every interaction they have with a retailer, so it’s time to put that data to use and think customer first to create both the products and experiences that have them in mind across every channel and touchpoint. This involves strong teamwork & alignment across all business units as well as constant interation to take into account changing customer needs. Join this panel to hear our panelists discuss how they are: 

  • Thinking holistically about the entire customer experience; looking at everything from your homepage to checkout  
  • Using insights gleaned from UX programs to understand potential friction points across your channel; then taking that one step farther by anticipating your customers’ needs and designing experiences around them
  • Getting tech and business teams to work together to provide a seamless digitized omni experience; fostering internal alignment between merchants, marketing, and digital and understanding every department has their own set of priorities
  • Working through operational challenges (setting goals, working fast and efficiently, ensuring you have the right teams involved, being agile)
  • Iterating and continually testing on omnichannel customer experiences 

Peter Housley, Chief Revenue Officer, Indochino

Courtney Graybill, Vice President, Personalization and Marketing Technology, Kohl’s

Josh Gabbe, Director, Direct to Consumer Americas, Burton Snowboards

Peter Housley, Chief Revenue Officer at Indochino

Peter Housley

Chief Revenue Officer

Courtney Graybill, VP, Personalization and Marketing Technology at Kohl's

Courtney Graybill

VP, Personalization and Marketing Technology

Josh Gabbe, Director, Direct to Consumer Americas at Burton Snowboards

Josh Gabbe

Director, Direct to Consumer Americas
Burton Snowboards

Lynda Pak, SVP, Technology at Estee Lauder

Lynda Pak

SVP, Technology
Estee Lauder

12:25 pm - 12:45 pm Keynote Presentation – Executive Presenter, Coveo

12:45 pm - 1:00 pm Lunch Break

1:00 pm - 1:40 pm VIP LIVE Interactive Roundtable Discussions Led By Solution Providers

  • Table 1: Blurred Lines: Ensuring a Seamless Online To Offline Customer Journey
  • Table 2: Adding Site Functionality and Enhancements While Maintaining Speed And Performance
  • Table 3: Upping Your Game: Exploring Website Features That Drive Conversion 
  • Table 4: Easing Friction to Help Your Customers Convert On Mobile
  • Table 5: Bringing Back Surprise and Delight: Ideas For Pushing Product Discovery

1:40 pm - 2:05 pm Keynote Panel: Fostering A Mission-Driven Culture That Will Thrive in our Values-Based World

  • Highlight how mission and values alignment leads to better business outcomes
  • Embracing authenticity and transparency and ensuring all stakeholders are on board  
  • Gathering feedback from all areas/departments of the company on what they view as your company values
  • Learning where there are gaps between what they see now and what you’d like them to see/feel 
  • Fostering a culture of employee engagement & mentorship 
  • Continuously improving on these values & your mission statement 
  • Expressing values throughout the customer journey to invite and build a community, with an open dialogue


Allison Edgerton, President at Birchbox

Allison Edgerton


Sunny Jiang, CEO at EyeBuyDirect

Sunny Jiang


Ben Weitz, SVP, GM at Loot Crate

Ben Weitz

Loot Crate

2:05 pm - 2:25 pm Keynote Presentation – Executive Presenter, Bloomreach

Retailers can no longer afford to ignore conversations surrounding DE&I. The Black Lives Matter movement, the uprising against racial injustice over the past year in the United States and the current spotlight on violence against the AAPI community have all highlighted systemic racial disparities in the workplace as well. It affects every business and value conscious customers are expecting retailers to have a plan of action to address these disparities within their organizations. How can champions of DE&I initiatives at retail businesses take the opportunity offered by a painfully charged moment to drive real, lasting change in their organizations? Join this panel to hear our panelists discuss: 

  • Understanding the internal cultural changes that must take place to become more inclusive
  • Ensuring diversity, equity and inclusion related initiatives are at the forefront
  • Creating a safe environment where all voices are welcome, heard and respected
  • Overcoming barriers to change and getting buy in across the organization
  • Holding leadership accountable for prioritizing conversations around workplace culture & DE&I
  • Communicating your efforts effectively externally 

Steve Lesnard, Global VP of Marketing, The North Face/VFC

Lydia Smith, Director, Diversity & Inclusion, Kohl’s

Josh Oates, Senior Regional Director, Diversity & Inclusion Lead, Office Depot  

Lydia Smith, Director, Diversity & Inclusion at Kohl's

Lydia Smith

Director, Diversity & Inclusion

Steve Lesnard, CMO and Global VP of Product Creation at The North Face, A VF Company

Steve Lesnard

CMO and Global VP of Product Creation
The North Face, A VF Company

Josh Oates, Senior Regional Director, Diversity & Inclusion Lead at Office Depot

Josh Oates

Senior Regional Director, Diversity & Inclusion Lead
Office Depot

Paloma DeNardis, Head of Inclusion & Diversity at DICK'S Sporting Goods

Paloma DeNardis

Head of Inclusion & Diversity
DICK'S Sporting Goods

2:55 pm - 3:00 pm Transition To Workshops

Concurrent Sessions – Choose One

3:00 pm - 3:40 pm 40 Minute Live Interactive Workshop

3:00 pm - 3:40 pm 40 Minute Live Interactive Workshop

3:00 pm - 3:40 pm 40 Minute Live Interactive Workshop

3:00 pm - 3:40 pm 40 Minute Live Interactive Workshop

Track A: Creative, Content and Brand Strategies

3:40 pm - 3:50 pm 10 Minute Industry Insight Kick Off

Track A: Creative, Content and Brand Strategies

3:50 pm - 4:20 pm PANEL DISCUSSION: Developing An Emotional Connection With Value Driven Customers – Using An Authentic Brand “Voice”

As consumers experience your product, especially during a turbulent time like a global pandemic, what emotions are solicited and what stories will be told about your brand? Market competition demands that institutions strategically deliver consistent value to consumers and deliver experiences which will author authentic stories about your brand. These stories describe the relationship and trust they feel with your organization and will impact future buying decisions and long term loyalty. In this session, panelists will discuss how to drive the value equation and design experiences that promote authentic stories and brand loyalty and how you can accomplish this at scale and at cost. Panelists will also discuss: 

  • Analyzing your brand voice and what tactics are working to connect with customers during these unprecedented times 
  • Effectively communicating the mission of your brand to your customers and deciding what level of transparency you should use with them 
  • Moving away from transactions and towards meaningful long term engagement 
  • Deciding which moments are pivotal in transcending from product satisfaction to brand love 
  • Learning what consumers want brands to know about them—and what they want from you in return 
  • Finding out the best messaging/channels for authentic communication and what kind of language should be used 

Meredith Cantwell, Director, Marketing at Hari Mari

Meredith Cantwell

Director, Marketing
Hari Mari

Hayley Raymond, Associate Director, Brand Marketing at HelloFresh

Hayley Raymond

Associate Director, Brand Marketing

Jim Merk, Brand Director at EyeBuyDirect

Jim Merk

Brand Director

Kristin Mikie Sword, Director, Integrated Marketing at Health-E Commerce

Kristin Mikie Sword

Director, Integrated Marketing
Health-E Commerce

Track A: Creative, Content and Brand Strategies

4:20 pm - 4:40 pm Attracting Influencers & Co-Creating Content with Them

An influencer comes with a built in audience who are already attracted to that person’s style or values or persona. Customers (in theory) already trust the influencer and thus trust their brand recommendations. If a retailer is able to find influencers that mesh well with their own brand voice, it’s like finding an already established community of like minded customers. Join this session to hear one particularly influencer friendly brand discuss: 

  • Using an influencer marketing campaign to drive brand awareness & lift brand interest with a built in community 
  • Setting goals and understanding exactly what you want out of the campaign
  • Finding the right influencers based on what you are trying to achieve 
  • Setting up a campaign with your influencers involving giveaways, virtual storefronts or a piece of content 
  • Measuring the effectiveness of your campaign once completed and then refining your influencer strategy 

Track B: Insights, Data and Personalization Strategies

3:40 pm - 3:50 pm 10 Minute Industry Insight Kick Off

Track B: Insights, Data and Personalization Strategies

3:50 pm - 4:20 pm PANEL DISCUSSION: Convenience + Personalization = The Optimal Customer Experience

It is becoming more and more evident that customers don’t care which channel they use, as long as it is quick and easy. When it comes to a personalized experience, they are looking to brands that they can trust. If these factors are in place, many customer are willing to pay more to get a better overall experience. In this panel discussion, hear how a group or retailers are focused on curated and convenient experiences across all touch points. Discuss: 

  • Achieving great levels of personalization for your customers (as they are expecting this now more than ever) 
  • Conducting customer research to identify what types of solutions to offer them
  • Using technology to assist with personalization (looking at algorithms that take into account multiple variables)
  • Implementing online assessments in order to offer the right product recommendations to customers 
  • Ensuring convenience and ease of use are driving your personalization strategies 
  • Fully integrating your channels to showcase the level of personalization that you want to offer customers 

Ashley Hilton, Ecommerce Product Manager at SearchSpring

Ashley Hilton

Ecommerce Product Manager

Track B: Insights, Data and Personalization Strategies

4:20 pm - 4:40 pm Fireside Chat: Planning for Zero Waste in a Subscription Based eCommerce Model

Given the delivery demands of COVID and changing customer needs heading into 2021 and beyond, it's important to strategically plan your supply and come up with forecasts that don't leave your customers in the lurch without the food they need. Join Ethan Grundleger of Freshly for a conversation about how his team at Freshly has been working to make sure their business is operating at peak efficiency and finding new opportunities for growth. He will discuss:

·        Designing strategic operating plans and generating tactical forecasts

·        Building the right org structure to support a perishable foods business model

·        Building operating tools, workflows & demand models for subscription businesses  

Ethan Grundleger, Director, eCommerce Planning at Freshly

Ethan Grundleger

Director, eCommerce Planning

Track C: Customer Engagement, Retention and Community Building

3:40 pm - 3:50 pm 10 Minute Industry Insight Kick Off

Track C: Customer Engagement, Retention and Community Building

3:50 pm - 4:20 pm PANEL DISCUSSION: The New Generation of Loyalty: Revamping Your Strategy To Exceed Customer Expectations

Loyalty does now just mean earning points and receiving discounts, it also means making your customers an integral part of your community and amplifying their voice to help other buyers. During this panel, learn how to set up a unique loyalty program that improves retention and builds an engaged community by:

  • Evaluating new loyalty programs—what is working well and what is not 
  • Deciding if your customer base is ready and willing to pay for a membership program—and what perks may it entail 
  • Tracking a membership based mindset: knowing customer preferences that will keep them engaged, and building long term customer connections 
  • Experiences for “members-only”: understanding what exclusivity is featured and how community is being built 
  • Determining which perks customers are really valuing as brands keep raising the stakes

Elizabeth Schmidt, Digital Marketing Director at Threadless

Elizabeth Schmidt

Digital Marketing Director

Ekta Chopra, Chief Digital Officer at e.l.f. Beauty

Ekta Chopra

Chief Digital Officer
e.l.f. Beauty

Track C: Customer Engagement, Retention and Community Building

4:20 pm - 4:40 pm Resale x Retail: Why the World’s Largest Retailers are Embracing Secondhand

thredUP was founded more than a decade ago to modernize the thrift industry and unlock the hidden value sitting in consumer’s closets. By reinventing resale on the Internet, thredUP has helped inspire a new generation to think secondhand first, and retailers are taking notice - 72% of retail executives say they’re interested in testing resale in the next 10 years. In this session, SVP of Brand & Retail Partnerships Pooja Sethi will share tips for:

  • Implementing resale strategies at your own organization
  • Reaching conscious consumers, inspiring loyalty, and driving revenue through resale. 
  • Integrating your business into the resale ecosystem 
  • Understanding how resale and retail can work together to create a more sustainable future for fashion

  • Pooja Sethi, SVP, Brand & Retail Partnerships, thredUp
Pooja Sethi, SVP, Brand Partnerships at thredUp

Pooja Sethi

SVP, Brand Partnerships

4:40 pm - 4:40 pm End of Day Two

4:40 pm - 5:40 pm INVITE ONLY Sponsored Beer Tasting, LIVE Zoom Session

It’s 5:00 somewhere…Take a break after a busy day and join your eTail peers for an invite only beer tasting experience. The hosts will be virtual, but the beer will be real! Cheers!