Day 1: eCommerce And Omnichannel Growth Drivers
February 25, 2020
eCommerce And Omnichannel Growth Drivers
Understand how to not only increase profits from online and omnichannel success strategies, but how to avoid pitfalls too!
Join interactive sessions, network with your peers and leave with actionable takeaways throughout the day.
7:40 am - 8:10 am
Expo Open! Join Us For A Grab And Go Breakfast & Registration Open
Head into the expo to get some breakfast bites and fuel up before the keynote sessions begin!
8:10 am - 8:20 am
Opening Remarks & Icebreaker
Megan Kessler -
Program Director,
eTail Palm Springs
Kristin Schoenstein -
Program Director,
eTail Palm Springs
8:20 am - 8:40 am
Keynote Fireside Chat: Turning Williams-Sonoma, Inc. From Traditional Retail To Tech Retail
Yasir Anwar -
CTO & CDO,
Williams-Sonoma, Inc.
Barbara Thau -
Sr. Features Editor,
CO— by U.S. Chamber of Commerce
Yasir Anwar believes two types of companies are going to survive and thrive in the upcoming decade: companies whose business is tech or companies where tech is how they do their business. A lot of cultural shifts and transformation needs to take place to effectively put tech at the forefront of all decision-making right behind the customer. Listen in as Yasir lays out the Williams-Sonoma, Inc. innovation story, where more than 55% of the company’s sales are online.
- How Williams-Sonoma, Inc. is becoming a tech retail company, building their own experimentation platform
- WSI’s acquisition of Outward, Inc. – a 3D visualization platform – to further strengthen its retail leadership
- Technology that WSI harnesses, like AI, ML, visualization, and omni shipping logistics
- What’s next in sustainability and the challenges it presents for manufacturing and supply chain
8:40 am - 8:55 am
Chairperson’s Remarks
Ryan Urban -
Co-Founder & CEO,
BounceX
8:55 am - 9:20 am
Keynote: Designing For An Evolving Human Experience
Paul J. Walsh -
Global CDO,
Lenovo
Human experience has changed with every leap in technology. Now in age where leaps in technology happen at even more rapid pace, how we design for that new human experience requires a new way of thinking and understanding what technology can do. But the future requires us to understand the patterns in data, making technology invisible and co-creating for new solutions. When we do that we create new solutions that can change the world – revolutionize retails, improve health outcomes, and make manufacturing and industry more efficient. Paul shares his thoughts on how companies have to evolve their own thinking to ensure a better human experience.
9:20 am - 9:50 am
Boozy Brunch Bites In The Expo!
Check out the opening of the Expo hall and munch on some tasty brunch delicacies!
9:20 am - 9:50 am
eTail First Timers Meet-Up (Retailer-Only)
First Time at eTail? Meet in the Social Lounge in the back of the Expo! This is a great chance to meet other first timers to eTail and kick start your networking! Be sure to get some fun eTail swag! For retailers only.
9:50 am - 10:15 am
Keynote Panel Discussion: Engagement vs. Transactions: How Retailers Are Keeping Pace In A Competitive Retail Landscape
Chaitanya Pallapothula -
SVP, Omnichannel Technology,
Tailored Brands
Jana Beiswenger -
SVP, Strategy,
Le Tote
Ryan Dell -
President,
MVMT
Jim Hunt -
Executive Director, Business Development & Strategy,
JPMorgan Chase
As brands can no longer compete on products alone, the importance of engaging them throughout every step of the customer journey is absolutely critical. Hear how three innovative retailers from different verticals are focusing on engagement to drive long term customer loyalty.
- Evolving brands’ eCommerce strategies to better serve customers, leading them on a journey to discovery of products on the website
- Adding utility for customers to discover products – not always pushing for them to buy immediately
- Intertwining brands’ culture and what is sold on site with customers’ lives
- Using automation to ensure there are no missed or unexpected connections that can lead to a boost in business goals
10:15 am - 10:35 am
Why Jockey’s Growth Shows Digitally Native Brands Don’t Own D2C
Sarah Cascone -
Head of Marketing,
Bluecore
The D2C phenomena has changed the game for all brands. And when we say “D2C” we’re not talking about the digitally native brands like Warby Parker, Casper, and Glossier that we commonly refer to as such, we mean the approach of going direct-to-consumer. This approach is partly fueled by the aforementioned brands who started in this manner online, but it is also fueled by three key shifts occurring in the industry, leading to rapid growth (or lack thereof) for many brands, both digitally native and traditional brands alike. Join this session to hear about the three shifts that Jockey leveraged for change to drive digital growth in a 100+ year old enterprise brand.
10:35 am - 11:00 am
Keynote: Building A Community Where Diversity Is Expected And All Are Welcome
Abigail Jacobs -
VP, Marketing,
Sephora
In May 2019, Sephora launched its “We Belong to Something Beautiful” initiative, led by a new company manifesto that stated its simple but audacious goal: to lead the industry in inclusion and diversity. Sephora’s first Chapter of the campaign, “Identify as We,” revealed in June 2019, focused on gender fluidity and inclusion; in August, Sephora launched “Color Up Close,” a campaign celebrating the diversity and vast ethnicities of all its clients. With the Belong campaign, broadly, Sephora pledges its commitment to expressing its values externally through all future corporate actions and campaigns, and continually demonstrating that it sees and celebrates each and every one of its clients - all colors, shades and backgrounds.
- Learn about Sephora’s recent “We Belong to Something Beautiful” campaign, a public articulation of the organization’s longstanding values around diversity, inclusion and empowerment, coupled with an unwavering promise to never stop building a community where diversity is expected and all are welcomed
- Sephora will share how its multi-layered, long-term brand campaign is designed to not only create meaningful connections with clients through a shared value system, but help ignite immediate improvements within Sephora’s own internal practices and culture and set the foundation for long-term change across the industry
- Sephora demonstrates that the road to culture change is long, imperfect, and complex inside an organization of more than 16K employees
- Through holistic, thoughtful programming -- and the ongoing help of internal and external experts -- organizations can create the necessary foundation and long-term practices and policies to best serve all of its diverse clients
11:00 am - 11:25 am
Bakeshop Networking Break In The Expo!
Join your fellow retailers in the Expo Hall to enjoy delicious baked goods! This is your final day to see all of the exhibitor offerings too – make sure to do your rounds!
11:00 am - 11:25 am
Runners Club Meet-Up! (Retailer-Only)
Organize a running group in the Social Lounge! Thank you to Rhone and APL for the Swag!
This session kicks networking into gear as you meet fellow runners. Palm Springs is a beautiful destination for an early morning run – time to plan one! This session is for retailers only in the Expo Hall.
11:25 am - 11:50 am
Keynote: You Can Have It All! How Stella & Dot Is Digitally Transforming While Staying True To Its Community
Jessica Herrin -
CEO & Founder,
Stella & Dot Family of Brands
Stella & Dot consists of a network of 30,000 entrepreneurial women, hosting gatherings to sell costume jewelry and accessories. And while this traditional model continues to thrive, Jessica Herrin, CEO of the Stella & Dot Family Brands, recognizes the need to always be one step ahead. Learn from Jessica, an Entrepeneur of the Year award winner, as she walks through her vision to digitally transform the company, while still cultivating the community, supporting its small business owners:
- Rolling out rebranding in a fast-paced, digital environment: What are the need to haves vs. the nice to haves?
- Mapping out a brand’s differentiators: How obvious do you need to make them in a competitive retail environment?
- Reviving brand and affinity— how it may have been lost, and the steps needed to attract new and woo back old customers
- Teaching the classic traits of successful entrepreneurs to your associates, and how to encourage building an extraordinary life
11:50 am - 12:10 pm
Unboxing The Consumer Experience: How To Build Meaningful Relationships With Shoppers
JR Linne -
Industry Go To Market Director,
Salesforce
Dana Schwartz -
VP, Global Direct to Consumer & Digital,
Keen Footwear
Technology has changed the world around us, including how we work, how we play, and how we shop. This disruption has left some retailers struggling to find new ways to connect with modern shoppers. Join Salesforce experts and retail leaders as they discuss topics like headless commerce, AI, and how to put the shopper at the center of everything they do. Learn how innovative brands are using technology to redefine customer engagement across marketing, commerce, and service to deliver shopping experiences that consumers love and hear from one of our Trailblazers on their journey to transformation.
12:10 pm - 12:35 pm
Keynote Panel Discussion: Keys To Retail Success: How Customer Experience And Convenience Are Winning in eCommerce
Harsh Acharya -
VP, Buyer Experience,
Dell Digital
Anshuman Taneja -
VP, Head of Product,
Ahold Delhaize USA
Sanjeeth Cherian -
Sr. Director – Tech Product,
Walmart
Indy Guha -
SVP, Marketing & Alliances,
Signifyd
Today’s busy customers are all about convenience and there’s a race to meet and exceed their ever increasing expectations. What are eCommerce must-haves to satisfy convenience demands without sacrificing engagement and your brand values? C-Level execs and VP's from some of the world’s largest retailers - Walmart and Dell, as well as leading tech companies like Signifyd - will share their thoughts around:
- Continuously evolving and pushing your marketing approach to engage customers online
- Evaluating what type of tech and experiences today’s customers expect
- Establishing internal core values focused on the innovation and integrity that customers demand
- Effectively communicating those core values to your customers digitally
- Never stop delighting: Building loyalty perks and shipping conveniences that make your brand completely accessible
12:35 pm - 1:00 pm
Keynote: Moosejaw Madness: Building A Brand That People Will Love (And Possibly Hate)
Eoin Comerford -
GM, Outdoor // CEO,
Walmart eCommerce // Moosejaw
Over the past 27 years, Moosejaw has grown to become one of the top outdoor retailers, thanks in part to its wacky and irreverent brand. That brand voice has been nurtured and maintained from our first brick and mortar store in 1992 through retail expansion, explosive online growth, and acquisition by Walmart in 2017. Creation of a brand voice may happen organically, but maintaining that voice doesn't happen by accident. Through years of insights and funny examples, this practical, actionable focused presentation will help you learn:
- The key steps to defining a differentiated brand
- The four critical elements to building and maintaining that brand over time
- Why Moosejaw built the world's tallest moose!
1:00 pm - 2:00 pm
Meet & Greet Lunch & Networking For All Attendees
1:00 pm - 2:00 pm
Private Lunch Hosted By Tinuiti: Amazon: How To Win In The "Everything Store"
Join our expert discussion to get an insider look at how The Honest Company and Guthy | Renker are tackling Amazon and continuing to grow their brands in "The Everything Store".
Amazon is the world's largest online retailer and in 2019 accounted for just under 10% of all US digital spend, all while the platform continues to evolve in sophistication and opportunity.
The advertising landscape continues to get more competitive and to stay ahead we need to understand all the tools available to us to win. This juggernaut presents new opportunities for retailers — but navigating Amazon, including Amazon advertising, can be tough.
For detailed and actionable insights about navigating new product launches, balancing marketplaces, Amazon Advertising (AdConsole, DSP, OTT) and increasing your presence on the platform for the best success, join us!
1:00 pm - 2:00 pm
Private Lunch Hosted By Selligent: Email Experiences that Matter!
Kat Berman -
Head of Global Sales Enablement,
Selligent Marketing Cloud
Today’s technology enables you to take your emails to the next level. Customers know that you are capturing their data in order to deliver more of what they want. Join Troy Smith, VP of Client Success, and Kat Berman, Head of Enablement as they lead an interactive session exploring what today’s technology offers. They’ll share exciting examples and help you consider how you can apply the ideas to your programs to drive conversion and improve customer experiences along the way through personalization.
1:00 pm - 2:00 pm
Private Lunch Hosted By USPS
Karen Key -
Director Shipping Production Services,
USPS
Attend this luncheon to learn how the Postal Service is leveraging technology to present innovative solutions for customers. During the session we will discuss the latest development and product enhancements for Domestic Shipping Products, Returns, Pickup Services, Extra Services, Value Added Services and Expedited Packaging Supplies.
1:00 pm - 2:00 pm
Private Lunch Hosted By Epsilon: Marketing Expectations In A DTC World
Joe LeMay -
SVP, Enterprise Sales,
Epsilon
Marissa Contreras -
Director, Retention Marketing & Marketing Operations,
Sephora
Direct-to-consumer (DTC) brands have forever transformed consumers’ expectations. Join us for this private workshop and luncheon as we discuss key findings from Epsilon’s research of DTC and B2C brands to address some of today’s most pressing questions:
- How can both traditional and DTC brands stay relevant and top of mind and what can each learn from each other?
- How are incumbent and DTC brands using the traditional retail model to increase consumer engagement?
- How can brands create better experiences across the consumer journey, online and offline?
- What marketing strategies should brands adopt to drive a more seamless path to purchase?
- What marketing channels are worth investing in to help with both acquisition and retention?
1:00 pm - 2:00 pm
Private Lunch Hosted By Radware
Brenda Marriott -
Product Engineering Manager,
Pearson VUE
Eric Johnson -
Product Architect,
Pearson VUE
Krishna Kumar -
Director, Sales,
Radware - Shield Square
The E-commerce industry is growing fast. In a matter of seconds, lucrative shopping deals are being availed, and transactions are done. If an organization's IT infrastructure is not up to the task of protecting applications that enable easy shopping, sophisticated automated attacks can happen in the blink of an eye.
At eTail West, join Pearson’s Product Engineering Manager and Product Architect for an exclusive session on how eliminating bad bots helped Pearson improve its conversion rate. The Pearson team will be joined by bot management experts from ShieldSquare to answer your questions on how e-commerce firms have become the main target of cybercriminals and how you can secure your perimeter.
1:00 pm - 2:00 pm
Private Lunch Hosted By VWO
1:00 pm - 2:00 pm
Private Lunch Hosted By Mulberry: eCommerce In The Age Of Amazon: How To Compete Effectively
Ashley Korody -
Co-Founder & Head of Growth,
Mulberry
Join us for a lively discussion and luncheon on the topic of “Ecommerce in the Age of Amazon: How to compete effectively” 1pm-2pm Tuesday in the Director Suites. Led by Mulberry’s Co-Founder and Head of Growth Ashley Korody, there will also be an exciting giveaway of a MIRROR + Mulberry extended protection plan!
Track A: Discoverability & Marketplaces
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Patricia Waldron -
Contributing Editor,
Retail Wire
2:10 pm - 2:35 pm
Case Study Remix: Bringing Discovery Shopping To The Mobile World
Andrew Blachman -
COO,
Tophatter
Discovery shopping—the act of shopping without knowing exactly what you want —comprises a huge portion of the retail market. Discovery shoppers like to feel like they got a bargain, are less motivated by name brands, and enjoy browsing. Brick-and-mortar stores like TJ Maxx, Home Goods, and dollar stores are thriving, but they have not replicated their compelling experiences online. In this talk, Andrew Blachman of Tophatter, a marketplace that is reimagining discovery commerce, will discuss:
- The elements needed to create a discovery experience on mobile
- How to marry the hobby of shopping with the psychology of gaming to keep people coming back
- The increased opportunity for discovery retailers online from digital goods to rewards partnerships and more
2:35 pm - 2:55 pm
Bots Cause Loss of Revenue for E-commerce Firms - A Case Study
Brenda Marriott -
Product Engineering Manager,
Pearson VUE
Eric Johnson -
Product Architect,
Pearson VUE
Bot management is usually considered as a security need rather than an advantage to regain the competitive advantage and boost revenue flow. At the time when e-commerce firms are focused on finding efficient ways to connect with customers in a hyper-competitive industry, they are challenged by competitors through various means. Through an undeclared alliance, many e-commerce firms have aligned themselves with cybercriminals to target adversaries. With the help of this unlikely alliance, these firms are unleashing thousands (and sometimes even millions) of automated scripts (bad bots) to hamper the growth of competing firms. Our research suggests that the e-commerce industry is the most targeted among all industries by bad bots.
At eTail West, we will address the following pain points of e-commerce firms:
- Types of automated threats e-commerce firms face from their competitors and cybercriminals
- How bad bots impact competitive advantage and revenue growth.
- How to deal with the ever-growing threat of bad bots and maintain the competitive advantage
2:55 pm - 3:20 pm
Panel Discussion: Getting Found: Amazon As Your Customer’s New Search Engine
Hamish Khayat -
Co-Founder, CEO,
BURST
Andrea Steele -
Director of Digital Direct & Operations,
The Hershey Company
Mark Deruyter -
VP, Digital,
Implus
Discoverability is an ongoing challenge for retailers especially given the thousands of online storefronts and product choices now available to customers. Panelists will discuss the methods they are using to maximize discoverability and improve overall customer experience.
Learn ideas for:
- Putting yourself in the shoes of your customer to analyze how they are beginning their product searches and on which websites (like Amazon)
- Positioning your products on Amazon and ensuring they are at the top of the search
- Working with Amazon —how it can be worth your marketing dollars to position yourself better on the marketplace, and where you should budget otherwise
3:20 pm - 4:15 pm
Snack Attack Break In The Expo!
Looking for some delicious snacks and refreshments? Head back to the Expo Hall now and get your fix! And visit the awesome tech showcased by the eTail Exhibitors.
3:20 pm - 4:15 pm
Video Gamers Meet-Up (Retailer-Only)
Video gamers unite (in the Social Lounge)! Talk about the latest games, winning strategies and more during this retailer-only meet-up, for gamers!
4:05 pm - 5:05 pm
Cheers With Peers (Retailer Only)
Choose from one of six Invitation-Only tastings. For more information, contact Chet Silverman at CSilverman@wbresearch.
(1) Wine Tasting Hosted By Criteo
(2) Bourbon Flights Hosted By Cheetah Digital
(3) Tequila Tasting Hosted By Pebble Post
(4) Specialty Cocktail Tasting Hosted By Rakuten Ready
(5) Infused Vodka Bar Hosted By RTB House
(6) Craft Beer Tasting
4:40 pm - 4:55 pm
The Power Of First Party Data: Activating The Data Your Already Own
Richard Harris -
CEO,
<intent>
If you knew which users were more likely to convert on your site, in real-time, what would you do differently? Knowing the value of each user in advance allows brands to give each visitor the experience they want.
During this session, <intent> CEO, Richard Harris, discusses how first-party data can provide real-time predictions to optimize retargeting strategies, sponsored listings, and user monetization. Learn how <intent> partners have seen over 180% increase in retargeting profit and 22% decrease in CPA with real-time predictions powered by <intent>.
This discussion will address:
- Making the most of your first party data to provide real-time predictions
- How retargeting and sponsored listings can be optimized when you know in advance a user’s likelihood to convert
- The value from <intent> real-time predictions as seen from partner case studies
4:55 pm - 5:25 pm
Panel Discussion: Celebrating A New World Of Search & Pushing Discovery Of Your Products
Garland Page -
Digital Marketing Manager,
GSK
Mark Bietz -
CMO,
HalloweenCostumes.com
Rahmon Coupe -
CEO,
YourAnswer
Consumers are shifting their preferences away from traditional advertising and looking more to referrals, social media posts and online searches. So how are you changing your search strategy to accommodate this shift? Panelists will look at the tools you need to spark discovery in this new environment. Discuss best practices for:
- Evaluating what visual content is most effective to boost search and drive discoverability
- Creating immersive content with AMP stories that can be easily found through search
- Building a test and learn environment with search and measuring across social and content platforms
- Educating and adjusting team initiatives to boost search values based on search measurement
Track B: Cutting Edge Omni-Channel Opportunities
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Alexandre Soncini -
North American GM,
VTEX
2:10 pm - 2:35 pm
Target Coaching: Evolving Our Role To Enable Enterprise Agility
Robert Whalen -
Software Engineering Coach - Target Dojo,
Target
Target’s coaching practice has grown from a grass roots experiment that accelerated their modernization goals to an enterprise class organization dedicated to upskilling and reskilling team members across the agile, product, and technology areas. Enterprise Coaching adapts to meet the rapidly changing corporate needs and develop new offerings that engage employees and empower them to take charge of their growth and learning in a psychologically safe environment. To achieve this, we have expanded the role of coaching from only agile into specializations such as software engineering, product, initiative, and leadership coaching.
This discussion will address:
- A review of how Target’s coaching organization operates
- The key aspects of the corporate coaching roles that differentiate them from other training methods
- The offerings and metrics Target developed to continue to adapt to the needs for team member growth
2:35 pm - 2:55 pm
Offline Engagement For Online Retention - How Direct Mail Powers Highly Effective Lifecycle Campaigns
Tatiana Afanasyeva -
Head of Marketing,
Lob
Ray Yang -
Director of Growth Marketing,
thredUP
In recent years, more and more retail, ecommerce, and direct-to-consumer brands are investing in customer retention as a company-wide strategy. As retail foot traffic dwindles and digital channels grow more saturated, companies are engaging in creative ways to retain customers while keeping acquisition costs to a minimum. Learn how innovative ecommerce brands like ThredUP are using modern direct mail strategies to power highly-effective customer lifecycle campaigns, thanks to better personalization and timing that was previously unavailable in offline channels.
Our session will discuss:
- Why contextualized experiences and timeliness matter in omnichannel outreach
- How offline channels are becoming increasingly appealing to digital brands for retention
- Examples of ThredUP's successful nurture and retention campaigns
2:55 pm - 3:20 pm
Panel Discussion: The Merging Of Online & Offline To Deliver The Optimal Customer Experience
Ron Harries -
SVP, Retail,
Fabletics
Audrey McLoghlin -
Founder,
Frank & Eileen/Grayson
Heather Craig -
Head of Retail Experience,
thredUP
Gil Levy -
VP Global Marketing,
Splitit
What does the online to offline ecosystem look like? As we all know, customers don’t see channels, so from their perspective, how is it all merging all together? Panelists will discuss:
- How can you continuously keep the two channels connected and working together?
- How are you using physical space in a new way with eCommerce? How are stores tying into web, apps, etc. because your guest is everywhere?
- With shopping shifting to online, what role does the store play now?
- How is this experience becoming more seamless?
- Ideas for connecting stores to eCommerce in an intuitive way (signage?)
- How are you using your online channels (app/online) to tell the world about your stores?
3:20 pm - 4:15 pm
Snack Attack Break In The Expo!
Looking for some delicious snacks and refreshments? Head back to the Expo Hall now and get your fix! And visit the awesome tech showcased by the eTail Exhibitors.
3:20 pm - 4:15 pm
Video Gamers Meet-Up (Retailer-Only)
Video gamers unite (in the Social Lounge)! Talk about the latest games, winning strategies and more during this retailer-only meet-up, for gamers!
4:05 pm - 5:05 pm
Cheers With Peers (Retailer Only)
Choose from one of six Invitation-Only tastings. For more information, contact Chet Silverman at CSilverman@wbresearch.
(1) Wine Tasting Hosted By Criteo
(2) Bourbon Flights Hosted By Cheetah Digital
(3) Tequila Tasting Hosted By Pebble Post
(4) Specialty Cocktail Tasting Hosted By Rakuten Ready
(5) Infused Vodka Bar Hosted By RTB House
(6) Craft Beer Tasting
4:15 pm - 4:40 pm
Checklist Panel: Wading Through The Challenges of Omni-Channel Attribution
Adam Powell -
VP, eCommerce,
Hudson's Bay Company
Meredith Wollman -
Manager, eCommerce for Walmart.com,
Mattel
Joel Juday -
VP, Global Brands eCommerce & International Planning,
Abercrombie & Fitch Co.
David Sykes -
Head of Klarna US,
Klarna
The ability to properly measure the impact of your marketing efforts across channels is critical to justify spend, but still a hard nut to crack. In this panel, learn how A&F, HBC and Mattel are approaching attribution on various channels and the changes they have made along the way to glean more accurate insights. Review ideas around:
- Measuring performance accurately—the tools that are helping to bridge consumer touchpoints
- Understanding the influence that online has on offline and vice versa
- Integrating the data across touchpoints
4:40 pm - 4:55 pm
Micro-Session Case Study
Hear a dynamic presentation during this short presentation.
4:55 pm - 5:25 pm
eTail Best In Class Award For Omnichannel
Track C: Personalization And Behavioral Marketing
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Sai Koppala -
CMO,
SheerID
2:10 pm - 2:35 pm
Case Study: Personalized Product Merchandising That Gets Shoppers To Convert
Denise Eichelberger -
Sr. Manager, Digital Analytics & Insights,
Verizon
Putting the customer at the center is necessary and expected to be successful today. Insights drive the best innovations—Verizon is fueling a culture of curiosity by keeping a pulse on external mega trends, internal qualitative and quantitative data, as well as conducting root cause analytics. They are leveraging real time audience targeting to create relevant shopper journeys and unlock personal customer relationships.Their AI-led journey testing is driving continuous experience optimization which has led to strong customer engagement, satisfaction and favorable business economics.
Walk away with an understanding of how to:
- Determine the right data drivers for personalization with existing and dynamic data and models informed by explicit and implicit customer preferences, in session context, and environmental factors
- Use AI and audiences to deliver personalization at scale and speed
- Measure it and use deterministic and probabilistic data to guide decision making
2:35 pm - 2:55 pm
Growth Marketing A.F. (After Facebook)
Nick Dujnic -
VP, Marketing,
LiveIntent Inc.
Shane Pittson -
VP, Growth,
quip
Facebook has become a staple for any brand looking to drive rapid growth - right alongside paid search and clever subway ads. But rising costs, slowing user growth, and unpredictable algorithm updates have made it necessary for brands looking to maintain that growth to diversify their marketing efforts beyond Facebook’s walls.
This conversation with burgeoning oral care brand Quip will cover:
- Methodologies for testing new channels and strategies.
- Tips for measuring incremental value created by different platforms.
- The importance of owning and leveraging your first-party data.
2:55 pm - 3:20 pm
Panel Discussion: Creating Meaningful Digital Experiences For Each Customer
Rita Zahir -
VP, Marketing & eCommerce,
The Giving Keys
Matt Livingston -
VP, Product,
ShopStyle
Roland Gossage -
CEO,
Groupby
How are retailers shifting away from basic segmentation and getting closer to a 1:1 relationship with their customers? Using AI and other smart targeting techniques, customers can now feel as though every interaction is personalized and authentic. A diverse group of panelists will walk you through best practices for:
- Building a thoughtful approach to long term customer relationships, and harnessing the best tech to foster them
- Capturing and catering content around individual customer interests to reflect the intentions of those customers
- Having seamless touchpoints for curated product recommendations
- Measuring the success of your efforts
3:20 pm - 4:15 pm
Snack Attack Break In The Expo!
Looking for some delicious snacks and refreshments? Head back to the Expo Hall now and get your fix! And visit the awesome tech showcased by the eTail Exhibitors.
3:20 pm - 4:15 pm
Video Gamers Meet-Up (Retailer-Only)
Video gamers unite (in the Social Lounge)! Talk about the latest games, winning strategies and more during this retailer-only meet-up, for gamers!
4:05 pm - 5:05 pm
Cheers With Peers (Retailer Only)
Choose from one of six Invitation-Only tastings. For more information, contact Chet Silverman at CSilverman@wbresearch.
(1) Wine Tasting Hosted By Criteo
(2) Bourbon Flights Hosted By Cheetah Digital
(3) Tequila Tasting Hosted By Pebble Post
(4) Specialty Cocktail Tasting Hosted By Rakuten Ready
(5) Infused Vodka Bar Hosted By RTB House
(6) Craft Beer Tasting
4:15 pm - 4:40 pm
Case Study REMIX: Revolutionizing Retail Through The Sharing Economy And Personalization
John Donoghue -
SVP, Corporate Development,
CaaStle
4:40 pm - 4:55 pm
Jolyn - Fueled By Marketer-Friendly AI
Jim Koepke -
VP of Sales, Americas,
Emarsys
Join Sam Tedder as she breaks down the importance of putting the power back into the hands of marketers.
This session will address how with the Emarsys Customer Engagement platform retailers can:
- Deliver true 1:1 personalized omnichannel experiences
- Accelerate time to value
- Produce measurable business results
4:55 pm - 5:25 pm
Case Study: Building A Framework For Marketing Personalization At Scale
Mike Phu -
Director of Growth,
GOAT - Sneaker Marketplace
Marketing personalization strategies can dramatically improve not just metrics, but the relationship with your customers. Improve your knowledge and understanding of personalization through a framework - built to scale and provide systematic growth. GOAT is the global platform for sneakers & apparel and applies this same framework to help grow its business.
Key Takeaways:
- What a framework for personalization is and how to apply it to your marketing strategy.
- The 5 pillars of a personalization framework
- An agile approach to executing the framework for quick learnings and long-term growth.
Track D: Customer Acquisition & Conversion Optimization
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Craig Smith -
Founder & CEO,
Trinity
2:10 pm - 2:35 pm
I’ve Got Your ‘Feed’back: How Dell.com Capitalizes On Customer Feedback
Craig Poirier -
Sr. Product Manager, Global eCommerce,
Dell
Customer feedback comes in a multitude of ways: focus groups, social media, observational studies, clicks and pathing, financial results, and even errors. Dell.com has amplified smoother customer experiences by incorporating all these forms of feedback to create one giant, powerful feedback loop. Dell.com achieved historically high customer satisfaction results largely from its ability to synthesize and integrate feedback holistically from its many sources. This included launching new dashboards, alerts, and other tools to enable its entire workforce to listen and react to customer feedback in a moment’s notice.
This discussion will address:
- The origin, development, and deployment of Dell’s circular feedback loop
- Use of real-time, digital tools that enhance Dell.com’s customer experience
- The pros and cons of each feedback source
- Dell’s next steps and other opportunity areas to capture feedback
2:35 pm - 2:55 pm
How Hot Topic Powers Convenient Shopping Experiences Through Customer Data
Michael Osborne -
CEO,
SmarterHQ
Javier Marimon -
Sr. Director of eCommerce Product & Technology,
Hot Topic
Mark Lu -
Director of eCommerce & Digital Marketing,
Hot Topic
72% of consumers say they only engage with personalized marketing messages, and 90% favor sharing behavioral data in exchange for a cheaper and easier shopping experience. But many marketers struggle to gain access to and activate the data needed to deliver these experiences efficiently and accurately.
Join SmarterHQ’s President & CEO Michael Osborne for a fireside chat with Javier Marimon, Sr. Director of Ecommerce Product & Technology at Hot Topic, as they discuss:
- How Hot Topic has evolved their strategies to target shopper behavior and capitalize on a digital and in-store presence.
- Leveraging customer data, affinity marketing, and adaptive content to shift products beyond the material into the experiential.
- The technology and tactics they use to power timely, impactful campaigns and what’s next on their priority list.
2:55 pm - 3:20 pm
Panel Discussion: Driving Omnichannel Engagement By Designing A Personalized Customer Journey
Arushi Agrawal Chawla -
Director of Product,
Caastle
Evan Beigel -
Director, eCommerce, GC.com,
Guitar Center
The customer journey is not linear and the path to purchase is unpredictable at best. Panelists will share the ways in which they are engaging customers across touchpoints by providing individualized experiences and content. Learn how they are:
- Utilizing AI and customer data to craft new and unique digital experiences to engage customers across channels
- Identifying the technology that is providing a contextually relevant customer experience
- Testing to ensure which algorithm is the best for targeted customer interaction—and determining when parameters should be changed based on customer behavior and product
- Measuring how customer satisfaction and happiness will translate to a greater lifetime value
3:20 pm - 4:15 pm
Snack Attack Break In The Expo!
Looking for some delicious snacks and refreshments? Head back to the Expo Hall now and get your fix! And visit the awesome tech showcased by the eTail Exhibitors.
3:20 pm - 4:15 pm
Video Gamers Meet-Up (Retailer-Only)
Video gamers unite (in the Social Lounge)! Talk about the latest games, winning strategies and more during this retailer-only meet-up, for gamers!
4:05 pm - 5:05 pm
Cheers With Peers (Retailer Only)
Choose from one of six Invitation-Only tastings. For more information, contact Chet Silverman at CSilverman@wbresearch.
(1) Wine Tasting Hosted By Criteo
(2) Bourbon Flights Hosted By Cheetah Digital
(3) Tequila Tasting Hosted By Pebble Post
(4) Specialty Cocktail Tasting Hosted By Rakuten Ready
(5) Infused Vodka Bar Hosted By RTB House
(6) Craft Beer Tasting
4:15 pm - 4:40 pm
Why Conventional Wisdom In D2C Is Wrong
Leslie Voorhees Means -
Co-Founder & CEO,
Anomalie
Despite all the talk of the "retail apocalypse", most purchases in the U.S. are still made in stores. Amid the constant headlines of the "direct-to-consumer revolution," there have been only a handful of successful e-commerce IPOs or acquisitions. The team at Anomalie, a leading direct-to-consumer wedding dress company, have used skepticism about the D2C model to drive their decision-making. This talk will share counter-intuitive data the team has compiled, in addition to lessons learned from mistakes and successes during Anomalie's journey, with the goal of spurring helpful insights to other brands (big and small) navigating the D2C world. Topics include how:
- "Brand" is not a differentiator: Successful e-commerce exits almost universally share low headcount in marketing and high investment in data.
- The omni-channel myth: Most successful e-commerce companies (in terms of exit sales and IPOs) got profitable by selling online - with little to no omnichannel strategy.
- Fit concerns will continue to make e-commerce a niche outlet in fashion: e-commerce will continue to make up a small fraction of garment purchases without step-function innovation in mobile fit technology.
4:40 pm - 4:55 pm
How Dollar Shave Club’s Conversion Rate Increased 5.5% After Blocking Invasive Ad Injections With Namogoo
Tsega Dinka -
VP, Digital Product,
Dollar Shave Club on Behalf of Namogoo
Dollar Shave Club is a leading, multi-category men’s grooming company and part of consumer goods giant Unilever. While millions of subscribers worldwide have embraced their unique brand and categories of grooming products, the hidden problem of Customer Journey Hijacking was diverting their customers away — and damaging their bottom line. This growing phenomenon, where unauthorized ads are injected into consumer browsers and devices, caused as much as 25% of visitors to dollarshaveclub.com to encounter product ads, pop-ups, and banners with competitor ads. This disrupted their customers’ experiences and redirected them away from their site. One year after implementing Namogoo’s solution on their site, Dollar Shave Club has consistently achieved a 5.5% new subscriber rate uplift. Join this session to find out how you can prevent Customer Journey Hijacking on your site and benefit from increased conversions too.
4:55 pm - 5:25 pm
Panel Remix: Optimizing The Post-Purchase Process: The Purchase Is Not The End Of The Customer Journey
Brian Schultz -
Sr. Director, eCommerce & Digital Product Management,
Crate and Barrel
Sapna Parikh -
ED, Digital and eCommerce,
Clarins
Leslie Burthey -
VP, Marketing,
FabFitFun
All too often retailers spend all of their efforts acquiring a customer and pushing them toward a purchase and then forget about the even more critical post-purchase phase. In this panel, you’ll talk about how to optimize the post–purchase experience and share ideas for:
- Discussing the importance of the post purchase experience for customer retention
- Optimal communication (email, SMS, surveys, etc.) that is useful for both the customer and the brand
- Deciding how much is too much follow-up
- Evaluating whether to reward your customers for their insights
- Continuing to collect customer data based on new product visits and tailoring specific products to customer segments
- Identifying your goals from relationship building to validating the purchase
Track E: Engagement And Community Building
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Matthew Townsend -
Editor,
Bloomberg News
2:10 pm - 2:35 pm
Fireside Chat and Interactive Q&A: Hyper Curation For A Community That Thrives On Values
Jeremiah McElwee -
SVP, Merchandising & Product Development,
Thrive Market
Daphne Howland -
Sr. Reporter,
Retail Dive
In the past five-plus years, online grocery retailer Thrive Market has grown its business to over a half-million paid members and over 6,000+ products. To scale this quickly, Jeremiah and team realized they had to be innovative and listen to their customers, while offering progressive higher-value products. Discover from Jeremiah his “private-label playbook” to ensure quality standards are met while curating a catalog from “seed to shelf” based on community feedback:
- Focusing on transparency of consumer product, supply chain and quality standards
- Assessing partners who will be innovative and pioneers in their categories to further accelerate your brand
- Building out “tribes” within your own brand and then marketing/advertising appropriately
- Looking at engagement versus transactions for customer lifetime value
2:35 pm - 2:55 pm
Snapchat’s Real Friends, Drive Real Results For Poshmark
Kathleen Gambarelli -
Group Product Marketing Manager, Direct Response,
Snapchat
Michelle Huynh -
Director, Growth,
Poshmark
On average, 218 million people use Snapchat daily around the world to communicate visually with their friends and loved ones. As the pioneers of vertical video and augmented reality, Snapchat is leading the way in mobile technology, charting the course for what the future of visual communication looks like, all while becoming the authority in Gen Z and Millenials. Poshmark, founded in grassroot community meetups, has pioneered social commerce by combining the best of e-commerce with a vibrant online community to bring connection back into shopping
During this Q&A session, learn how Snapchat’s engaged audience and unique ad solutions drive success for Poshmark, ultimately igniting a deeper partnership that focuses on bringing both communities together to express themselves, have fun and deliver business results.
2:55 pm - 3:20 pm
Panel Discussion: Creating A Customized Dialogue With Your Customers To Help Increase Sales
Timothy Lakin -
eCommerce Merchandising Manager,
Skechers
Chris Hansen -
Sr. Director, Digital,
TGI Fridays
Fang Cheng -
Founder and CEO,
Linc
Creating custom content is more important than ever, but how are you ensuring that you are truly engaging with the customer in a meaningful way? These companies who boast tremendously loyal customer bases, will share the types of personalization that are working to increase customer lifetime value and drive brand advocacy.
Explore tips for:
- Building and tracking a flow of conversations between loyal fans and brands
- Producing a personalized dialogue that is bolstered by data
- Creating new, unique content based on the customer shared voice and their shopping behaviors
- Measuring how the personalized dialogue converts to sales
3:20 pm - 4:15 pm
Snack Attack Break In The Expo!
Looking for some delicious snacks and refreshments? Head back to the Expo Hall now and get your fix! And visit the awesome tech showcased by the eTail Exhibitors.
3:20 pm - 4:15 pm
Video Gamers Meet-Up (Retailer-Only)
Video gamers unite (in the Social Lounge)! Talk about the latest games, winning strategies and more during this retailer-only meet-up, for gamers!
4:05 pm - 5:05 pm
Cheers With Peers (Retailer Only)
Choose from one of six Invitation-Only tastings. For more information, contact Chet Silverman at CSilverman@wbresearch.
(1) Wine Tasting Hosted By Criteo
(2) Bourbon Flights Hosted By Cheetah Digital
(3) Tequila Tasting Hosted By Pebble Post
(4) Specialty Cocktail Tasting Hosted By Rakuten Ready
(5) Infused Vodka Bar Hosted By RTB House
(6) Craft Beer Tasting
4:40 pm - 4:55 pm
Micro-Session Case Study
Hear a dynamic product demo featuring the latest martech during this short presentation.
4:15 pm - 4:40 pm
Sustainable Fashion Panel: Focusing On Transparency Through Your Brand Promise
Renee Halvorsen -
VP, Marketing & eCommerce,
Marine Layer
Lisa Perlmutter -
VP, eCommerce,
Brilliant Earth
Sustainability is the buzzword du jour, but how are brands really tackling it in a meaningful and authentic way? How can you make sustainability a part of your brand promise and ensure that you are sharing this with your customers who continue to demand brand transparency? Panelists will share insight into:
- Embracing authenticity and simplicity for an entire product lifecycle
- Expressing values throughout the customer journey to invite and build a community
- Using meaningful messages to connect with value-driven customers
- Assessing how to showcase your brand and value proposition, and which channels work best
Track F: Next Generation Customers: Who They Are And How They’re Buying
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Richard Kestenbaum -
Contributor,
Forbes
2:10 pm - 2:35 pm
Fireside Chat: Their Wish Is Their Creation: How Generation Z Is Fueling The Success Of Stoney Clover Lane
Kendall Glazer -
CEO & Co-Founder,
Stoney Clover Lane
Halie LeSavage -
Retail Reporter,
Morning Brew
The Glazer sisters were early adopters of selling product (from their bedroom) on social media, quickly connecting with the most influential celebrities to get Stoney Clover Lane in the public eye. Since then, they have established their wildly popular customization travel accessories brand on several tech platforms, while maintaining their signature one-on-one interaction with guests. Learn from Kendall Glazer how she encourages guest engagement, which leads to new ideas for product, drives sales and helps grow their team of 40+ employees. Discover what next generation customers want out of experiences that elevate their love for the brand, propelling it for continued success.
2:35 pm - 2:55 pm
Using The New Digital Customer Journey To Your Advantage
Rich Stuppy -
Chief Customer Experience Officer,
Kount
Skip Meyers -
Director of Loss Prevention,
Micro Center
The digital customer journey is rapidly evolving, with new ways to interact with customers. From the first visit to your site, to account creation, login, and payment transactions, each point is an opportunity to provide an excellent customer experience and protect your brand from fraud. Kount and Microcenter will share how advanced AI-driven fraud prevention and analytics allow businesses to not only prevent fraud, but also reduce checkout friction, lower false positives, and improve revenue.
This discussion will address:
- How customer expectations have evolved
- How AI-driven fraud prevention protects each stage of the customer journey
- How to use AI and advanced analytics to drive revenue growth
2:55 pm - 3:20 pm
Checklist Panel: Transcending From A Brand To A Community
Kevin Drost -
Chief Strategy Officer,
Reverb
Erin Wallace -
VP, Integrated Marketing,
ThredUp
Melanie Travis -
CEO & Founder,
Andie Swim
Helena Hounsel -
Head of Social & Community,
EO Products
With the abundance of choices available to today’s customers, what will make them choose your brand and remain loyal? Creating a community allows for customers to feel connected around a particular cause, lifestyle, life stage or even just a group of others who are passionate about the brand. Hear how these brands have made this shift and talk through ideas around:
- Creating guided advice/steps as to how a product can enhance customers' lives
- Crafting stories to create connections: what is truth telling and on-brand versus what is brand-centric
- Understanding Generation Z and younger Millennials: the most connected generation (but actually the most isolated)
- Creating community for customers who are from younger generations, and opening your brand to be a home for connections versus commerce
3:20 pm - 4:15 pm
Snack Attack Break In The Expo!
Looking for some delicious snacks and refreshments? Head back to the Expo Hall now and get your fix! And visit the awesome tech showcased by the eTail Exhibitors.
3:20 pm - 4:15 pm
Video Gamers Meet-Up (Retailer-Only)
Video gamers unite (in the Social Lounge)! Talk about the latest games, winning strategies and more during this retailer-only meet-up, for gamers!
4:05 pm - 5:05 pm
Cheers With Peers (Retailer Only)
Choose from one of six Invitation-Only tastings. For more information, contact Chet Silverman at CSilverman@wbresearch.
(1) Wine Tasting Hosted By Criteo
(2) Bourbon Flights Hosted By Cheetah Digital
(3) Tequila Tasting Hosted By Pebble Post
(4) Specialty Cocktail Tasting Hosted By Rakuten Ready
(5) Infused Vodka Bar Hosted By RTB House
(6) Craft Beer Tasting
4:15 pm - 4:40 pm
Case Study Remix: Pura Vida Bracelets: Building a Brand on Instagram
Griffin Thall -
CEO & Co-Founder,
Pura Vida Bracelets
Paul Goodman -
Co-Founder & CFO,
Pura Vida
Griffin Thall is the Co-Founder and CEO of Pura Vida Bracelets. Since launching the brand in 2010, Thall has established himself as a leader in growth and content marketing and helped grow Pura Vida into a multi-million dollar company with over 1.9 million followers on Instagram. Together with Paul Goodman, Co-Founder & CFO, hear their advice for:
- Developing an authentic social media strategy that stays true to your brand and core values
- Gaining more followers and increasing engagement—tips and tricks
- Working with influencers and other fans to build a strong brand community
4:40 pm - 4:55 pm
Improving The Relationship With Your Customer Through Augmented Reality
Jon Cheney -
CEO,
Seek
Today’s consumers have virtually limitless choices as they decide with whom to spend their hard-earned dollars. They are looking for shopping experiences that not only surprise and delight, but that result in a positive interaction. They are looking for brands and retailers they trust. Augmented reality (AR) can help consumers through visualization, personalization, providing a memorable experience, and instilling a higher level of trust and confidence in their purchase. Seek has helped improve the relationship between brand and consumer for many of the world’s top brands through their industry-leading augmented reality ecosystem.
This session will address:
- How web-based AR has changed the game and made this impactful technology available to brands and retailers of any size
- The benefits of AR to end consumers and how it will improve your relationship with them
- Real-world examples of Seek’s technology implemented with facts and figures to demonstrate the impacts of a better customer experience
4:55 pm - 5:25 pm
Panel Discussion: Shaping And Executing Your Influencer Strategy
Carly Dahlen -
Sr. Director, Customer Acquisition,
Fabletics
Samantha Howe -
VP, Content & Community,
Grove Collaborative
Kristina Nolan -
VP of Affiliate Marketing,
DMi Partners
Influencer marketing is hugely popular but it can be easy to make mistakes and invest in the wrong strategy for your audience. Panelists from Good American, Fabletics, Shopstyle and Grove Collaborative will share their approaches and the key factors to consider when you are mapping your influencer campaign. Discuss ideas for:
- Adjusting internal thinking from highlighting product and your brand, to highlighting your fans
- Bolstering impressions with well known social influencers
- Tracking attribution via individual codes and coupons
- Ensuring authenticity from your brand ambassadors’ content, but also ensuring they follow brand protocol
- Funding influencers: not all are the same. Lessons learned from spreading budgets and time
- Don’t forget your “everyday” advocates: tracking, embracing, and empowering fans
C-Suite Retreat (Invitation Only-Retailer Only)
2:30 pm - 5:20 pm
C-Suite Retreat Invitation and Retailer Only
In this invitation-only half day eTail event, exercise your minds, build a brain-trust, and leverage those who truly have their pulse on tomorrow’s technology. Together, discuss retail’s current environment, and where you think areas of growth (or decline!) may be. Validate your ideas. Inspire others. Discover partnering opportunities.
2:30 pm - 3:20 pm
Panel Discussion
Angela Hsu -
SVP, Marketing and eCommerce,
Lamps Plus
Mat Franken -
CEO,
Aunt Fannie’s
Mark Bietz -
CMO,
HalloweenCostumes.com
At eTail’s retailer only, closed door C-Suite Retreat, you’ll be surround by retail peers who want to meet for “Open Innovation.” In this invitation-only eTail event, key C-Level stakeholders exercise their minds, build a brain-trust, and leverage those who truly have their pulse on tomorrow’s technology. The C-Suite Retreat will take place on February 25 at 2:30pm in the Director’s Suite at eTail.
This year’s theme is “Being The Best Champion For Your Brand,” lead by Mat Franken and Angela Hsu.
Please email Megan.Kessler@wbresearch.com if you are interested in joining.
5:20 pm - 5:20 pm
Conclusion Of Day One
5:25 pm - 6:25 pm
The eTail Holiday Hollapalooza Parties!
Join one of four holiday themed eTail Parties in one night!
"4TH OF JULY" Party
Get out the sparklers, BBQ, and time to celebrate the 4th (in February)! This party is located at The Lobby Bar, hosted by Synchrony
"ST. PATRICK'S DAY" Party
Looking for a special brew? We won't have a parade but you can still celebrate St. Patty's Day! This party is located at The Pavilion, hosted by Usabilla.
"NEW YEARS EVE" Party
Ring in the New Year with a New Year's themed bash at Mikado Restaurant
"CINCO DE MAYO" Party
Cinco de Mayo comes early at eTail West! Join BigCommerce for a Fiesta de commerce, and enjoy cocktails and conversations with our eCommerce experts.