Day 2: The Evolution Of Digital & Omni-Channel
February 26, 2020
The Evolution of Digital & Omni-Channel
Today you’ll hear more high impact presentations that get to the meat of the subject, be inspired by panels that debate the hottest topics and join exciting discussions with retail peers. By the end of the day, you’ll have pages of practical applications and actionable takeaways to make your eCommerce and omnichannel goals a reality.
8:00 am - 8:30 am
Expo Open! Join Us For A Grab And Go Breakfast And Registration
Head into the expo to get some breakfast bites and fuel up for Day Two of eTail!
8:30 am - 8:50 am
Keynote Fireside Chat: How ThirdLove Garnered Admiration And Mega-Fans To Disrupt A Retail Vertical
David Spector -
Co-Founder & Co-CEO,
ThirdLove
Alexandra Wilson -
Associate Editor,
Forbes
Recognized as the leading disruptor in the lingerie market (and fastest growing) we’re excited to kick off Day 2 of eTail with Third Love. Dave Spector, the Co-Founder/Co-CEO of ThirdLove realized as a Partner at Sequoia Capital what it takes to drive the future of D2C Retail. Having a great partner in Heidi Zak, Dave launched ThirdLove, and it swiftly became the headlining brand that makes real-fitting lingerie for “real” women. Learn lessons from Dave around how to use tech and social media to drive engagement and grow sales.
8:50 am - 9:05 am
Chairperson’s Opening Remarks
Steve Wietrecki -
Chief Revenue Officer,
Klaviyo
9:05 am - 9:30 am
Keynote Panel Discussion: The Digital Experiences You Need Today To Guarantee eCommerce Success
Lee Senderov -
President, Digital, Richline Digital,
Richline Group
Lev Peker -
CEO,
US Auto Parts
Steven Tristan Young -
CMO,
Poshmark
Customers expect brands to connect with them in a relevant and personalized way, and provide extraordinary digital experiences. This panel, featuring CEOs, Presidents and CMOs from some of the largest brick and mortar and online only retailers, details how to create revenue-driving tactics that will exceed your customers’ expectations. Reshape your digital strategy to not only increase conversion but increase customer loyalty.
- Creating exceptional online experiences to engage customers and boost sales
- Building true customer engagement across channels—identifying what is working
- Gaining insights into customer behavior to identify how to create compelling customer experiences
- Ensuring a holistic view of the customer that creates targeted messaging and bigger sales
9:30 am - 9:55 am
Keynote: Using Marketing Technology To Drive Better Customer Experience
JP Knab -
CMO,
Overstock.com Retail
Cathy Bergstrom -
Group Product Manager, Marketing Content,
Overstock.com
Over the past several years, Overstock, a top 100 online retailer, has stripped out its previous marketing tech stack and developed a new stack that enables industry-leading personalized experiences. In this session, Overstock’s CMO will take you through their journey to fully understand why they’ve built a personalization focused marketing stack and how this has generated a better customer experience. This keynote session will address:
- Developing a marketing tech stack for real-time personalization
- Building a team for the future of marketing
- Driving a better customer experience
9:55 am - 10:20 am
Keynote Panel: The Evolution of Omnichannel: Enhancing Customer Engagement With New Experiences
Angela Caltagirone -
SVP, Global Digital & Brand,
Vionic Shoes
Richard Jones -
CMO,
Cheetah Digital
Sophia Tsao -
Chief Digital Officer,
Fashionphile
Engaging with customers across channels remains a tremendous opportunity in retail (as well as a massive challenge). There are new channels and touchpoints available today, and they continue to evolve. Customer expectations continue to grow at a rapid pace. This panel, featuring C-suite executives from tech, children’s apparel, sportswear and present their keys to long term customer engagement and omni success by:
- Integrating offline with digital channels and initiatives
- Building out first party data from these new touchpoints to build engaged customer communities
- Measuring attribution and ensuring your teams are aligned
- Pushing boundaries with your customer engagement strategies
10:20 am - 11:10 am
Coffee & Chill Networking Break!
Relax in the Expo Hall with some coffee and refreshments, and check out the cool transformative technology.
10:20 am - 11:10 am
Working Mamas Meet-Up!
Are you a working mama and this work trip is the new vacation? Meet in the Social Lounge in the back of the Solutions Zone! Be sure to pick up some beauty products while you're there!
11:10 am - 11:30 am
Fireside Chat: Making a Difference, One Item At A Time: How The Continued Evolution Of DTC Marketing Has Proven Successful For Bombas
Kate Huyett -
CMO,
Bombas
Alexandra Wilson -
Associate Editor,
Forbes
Bombas, a Hot 100 retailer and one of the fastest growing retailers today, is an early adopter of direct-to-consumer selling. They continue to reassess their approach in today’s changing retail landscape when it comes to marketing. Learn from CMO Kate Huyett during this dynamic keynote presentation. You’ll understand how she consistently evolves Bombas’ strategy based on data that leverages customer behaviors and insights to inform decisions across all marketing touchpoints (and how to apply this to your brand).
11:30 am - 11:50 am
15 Ways To Lose SEO Rankings
Nik Rajpal -
VP of Marketing Sciences,
Exclusive Concepts
Believe it or not, Google wants you to rank for your top terms – but guess who keeps getting in the way? You do. Learn the 15 things you’re (probably) doing to hurt your rankings from research never heard before – with some factors so new, they’re still smoldering. Prepare to start correcting your biggest SEO blunders. Think you’re doing everything right? We may too – we’ll cover some of the most outstanding SEO programs amongst eTail West attendees! Launched in 1997, EXCLUSIVE pioneered the “ecommerce marketing agency”. Today, it provides full-service marketing to over 400 brands and resellers, has a team of 100+ data science employees building cutting-edge technology for 100+ marketing specialists. Noted as INC 5000 (9 time) Hall of Fame recipients, and Top 5 Google Ad spend managers in the US. EXCLUSIVE covers all your search, social, marketplace, pricing and UX needs. And serves household brands like HP and Jelly Belly, as well as ecommerce resellers such as Eastwood and SCHEELS.
11:50 am - 12:15 pm
Keynote: Reinventing a Brand for Today and Tomorrow's Customers
Steven Lightman -
President,
Harry & David
How do you take a legacy brand that had not adapted to changing consumer expectations and build a successful business model that positions it for future growth? This is the challenge 1-800-FLOWERS.COM, Inc. faced after it acquired the Harry & David brand in 2014 and began a transformation that would allow it to attract new shoppers while revitalizing the experience for its existing customer base. In this session, Steve Lightman, President, Harry & David, will discuss the strategies it employed to transition the brand from a traditional catalog retailer to an exciting digital experience leader, including:
- Knowing your customers: How do you create strong brand loyalty that increases the lifetime value of your customers?
- Assessing your value proposition: What is your unique position in the market and in the minds of consumers?
- Really understanding who you are as a brand: How do you communicate your brand promise and become more relatable to customers?
- Focusing the team on desired outcomes: What does it take to build a team that knows the important role they play in the success of the business?
12:15 pm - 12:35 pm
Coffee Talk: Individualization At Scale
Cynthia Janelli -
Group Vice President, Global Strategy,
Zeta Global
Matthew Pritchard -
Group Vice President, Strategy,
Zeta Global
The all too common segment-based marketing approach is so hard for business to quit. But at the same time the explosion of consumer data requires us to get smarter ---the stakes are higher. Connected technologies enable far richer and more relevant engagements by noticing changes in rich customer profile data in real-time and dynamically calculating future intent.
12:35 pm - 1:00 pm
Keynote: Zappos’ Evolved eCommerce Strategy For Shoppers Who Seek Experiences
Joe Grusman -
GM, eCommerce Marketing,
Zappos Family of Companies
To mark the 20th anniversary of Zappos, Joe Grusman and team went backwards: all of a sudden, Zappos’ homepage was a throwback to 1999. When retailers are trying all the latest and greatest tech, why do this? What could it lead to? The results: 8% YOY traffic from Twitter—with social networks abuzz, and engagement intact, Grusman and his team are proving that their new zeitgeist of engagement versus transactions are leading to a halo effect. Join Joe, who oversees all of eCommerce Marketing for Zappos, as he showcases how to use data to build out unique eCommerce marketing that leads to transactions (and into today’s currency, not 1999!).
1:00 pm - 2:00 pm
Meet & Greet Lunch
Get outside, soak up the sun, and have all the learnings from the morning really sink in!
1:00 pm - 2:00 pm
Invitation-Only Private Lunches
Join us for one of six invitation-only private lunches. For more information, contact Chet Silverman, at Csilverman@wbresearch.com.
Track A: Elevating Your eCommerce: What’s Next
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Neel Grover -
Founder & CEO,
Indi Engage
2:10 pm - 2:30 pm
C-Level Chat: Breaking Through A Multi-Billion Dollar Market By Engaging and Empowering Your Customers
Katie Warner Johnson -
Co-Founder & CEO,
Carbon38
Daphne Howland -
Sr. Reporter,
Retail Dive
Carbon38 was founded a simple premise - Fashion-forward activewear designed by women for women. Katie’s mission has been making products available from independent female-led clothing labels, and in the process has disrupted the athletic wear industry. To date, 75% of the 250 brands that are featured on Carbon38 are female founded. Hear her recipe for success and growth, and understand how to become a disruptive leader in your vertical.
2:30 pm - 2:50 pm
Lessons From 1 Billion Shopping Sessions
Ed Kennedy -
Senior Director, eCommerce,
Episerver
2020 is shaping up to be a make-or-break year for ecommerce growth. Holiday 19’ set a new record but retail sales saw blips of negative growth last year. In this session, digital commerce strategist, Ed Kennedy will draw upon 1 billion shopping sessions from Episerver’s CDP and Episerver’s recent consumer survey of 5,000 online shoppers to share the biggest trends in digital commerce that retailers and brands need to watch in 2020.
2:50 pm - 3:15 pm
Panel Discussion: Elevating Your UX To Keep The Customer At The Center
Ross Higgins -
Sr. Director, User Experience & Design,
Newegg
Jatin Pahuja -
VP, Product,
Everlane
Marcy Zelmar -
Chief Experience Officer,
Anomalie
Omar Zayat -
Head of Industry, eCommerce,
Facebook
What’s the next generation of CX look like? This session delves into the nitty gritty of UX – and gets you focused on how to get customers through the purchase funnel. UX experts from Everlane, Fossil, Facebook and Newegg present comprehensive methods to enhance your UX during this group panel.
- Hands on testing: tactics to ensure that you are providing a great customer experience across all channels
- Deciding which are the best products and measurement tools to optimize your UX
- Align your UX strategies with your technology partners
3:15 pm - 4:00 pm
Top Chef Meet-Up!
Is cooking or baking your favorite past time? Join this meet-up in the Social Lounge to swap recipes and get inspired for your next dinner party! Thanks to Thrive Market for the free swag!
3:15 pm - 4:00 pm
Snack Attack Break
Last call for an awesome Snack Attack break!
4:00 pm - 5:00 pm
Cheers With Peers (Retailer Only)
For more information, contact Chet Silverman at Csilverman@wbresearch.com
(1) Martini Tasting
(2) Champagne & Oyster Party
(3) Specialty Cocktail Tasting
(4) Margarita Bar
(5) Rose Tasting
(6) Gin Tasting
4:00 pm - 4:25 pm
eTail Tonight: Engaging Customers And Driving Sales Along Their Path To Purchase
Fred Perrotta -
Co-Founder & CEO,
Tortuga Backpacks
Greg Harris -
VP, Strategic Services,
eZdia Inc.
The path to purchase is consistently top of mind for digital retailers. Optimizing their path is critical to conversion, and ensuring obstacles are removed is key. This session looks at ways to assist to the sale, driving engagement and ultimately get conversions. Learn from dynamic speakers from Tortuga Backpacks and Lowe's as they outline how to maximize the path to purchase:
- Building site experiences to make your brands relatable to your customers
- Exploring different ways to provide content to the customer in an interactive way: utilizing video, blogs and customer education strategies
- Recognizing your site is a ‘living’ document— learning how to be responsive to today’s online shopper
- Collecting customer data to provide detailed insights to help shape personalized interactions in the future
4:25 pm - 4:40 pm
What $2.5B In Social Ad-Spend Can Teach You About Capturing Attention
Rich Lawrence -
VP of US,
Smartly.io
Eli Schneider -
Art Director, Creative Studio,
Smartly.io
Smartly.io helps digital advertisers around the world scale their creative with automation as well as video and mobile-first strategies.
With the data from 700+ brands and more than $2.5B in annual ad spend, we’ve collected creative insights and learned top tips for moving the needle.
Join this session to learn why creative is the most powerful performance driver and how brands like yours can look their best self on social in 2020!
In this session you’ll learn:
- How to bring your brand closer to your audience by reinventing how you produce ads
- How to bridge the gap between data, creativity, and automation to capture attention
- How Hopper uses creative tools to automate ads for hundreds of new offers every day
4:40 pm - 5:00 pm
Re-Platforming And Partnering To Launch A New eCommerce Experience
Rokas Venckus -
Director, Software Engineering,
The Honest Company
As a leader of The Honest Company’s software engineering team, Rokas’ areas of focus (analytics, product management and digital operations) have contributed to ~ 50% of company revenue. One of his biggest projects: replaforming. Learn how to launch a totally new eCommerce experience in a three month discovery process.
- Determining which eCommerce platform that will positively impact multiple business units from discovery to fulfillment
- Optimizing the shopping journey by gathering data insights, and ensuring the discoverability path is clear
- Providing a speedy feature-rich shopping experience for the customer
Track B: Standing Out With Creative, Content, And Your Brand
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
2:10 pm - 2:30 pm
C-Level Chat: How The APL Obsession Went From Organically Grown To Omni-Channel
Adam Goldston -
Co-Founder,
Athletic Propulsion Labs (APL)
Ryan Goldston -
Co-Founder,
Athletic Propulsion Labs (APL)
Shoshy Ciment -
Retail Reporter,
Business Insider
Adam and Ryan Goldston, Founders of APL, will talk about the genesis of the company and how they built it from the ground up without raising outside capital. Listen to their omni-channel growth story - being one of the first digitally native footwear brands to successfully build an online community of customers, organically. With a small team, they took the brand from being online only to integrating global wholesale and have now successfully opened their first flagship at The Grove in Los Angeles, where they became the first independent, digitally native brand to do so. They'll walk you through the evolution of the brand and how social media and in-person experiences has played an integral part and what the future of retail looks like in their eyes.
2:50 pm - 3:15 pm
Panel Discussion: Joining The Social Circle—Turning Impressions Into Passions
Elizabeth Schmidt -
Director, Digital Marketing,
Threadless
Cathey Curtis -
Global General Manager, RVCA Women's,
RVCA
Bianca Gates -
CEO & Co-Founder,
Birdies
Carter Baldwin -
VP, Content & Creative,
FabFitFun
Using the voice of your customer as an advocate for your brand can be a powerful tool in a retailer’s arsenal. Looking to turn followers and likes into revenue? Want to go beyond reviews and UGC? This panel, featuring brands like Threadless, RVCA, FabFitFun and Birdies, brings social advocacy to life.
- Fostering brand loyalty and building a cult following through inspirational social media programs
- Making your brand “addicting”—what drives fans and followers to keep coming back for more
- Identifying brand advocates who thrive in social environments and can bring others in
- Turning fans into brand ambassadors, and turning that ambassador into a micro-influencer
3:15 pm - 4:00 pm
Top Chef Meet-Up!
Is cooking or baking your favorite past time? Join this meet-up in the Social Lounge to swap recipes and get inspired for your next dinner party! Thanks to Thrive Market for the free swag!
3:15 pm - 4:00 pm
Snack Attack Break
Last call for an awesome Snack Attack break!
4:00 pm - 5:00 pm
Cheers With Peers (Retailer Only)
For more information, contact Chet Silverman at Csilverman@wbresearch.com
(1) Martini Tasting
(2) Champagne & Oyster Party
(3) Specialty Cocktail Tasting
(4) Margarita Bar
(5) Rose Tasting
(6) Gin Tasting
4:00 pm - 4:25 pm
Checklist Panel: What’s Next In Story-Selling: A Content Creators Checklist
Jeff Burchett -
VP, Creative,
Custom Ink
Violaine Muras -
Global Digital Director,
OPI Products, Inc.
Craig Kapilow -
Sr. Director Brand Partnerships & Integrated Marketing,
Rue La La
Jake Bailey -
Head of Industry, Disruptors,
Facebook
This workshop styled panel will walk you through a content checklist! If you’re interested in managing content more effectively, developing engaging content or enhancing your current program, this interactive panel is for you!
- Connected devices: Thinking about content in the context of consumer devices
- Connecting the dots between how customers want to interact with content, and what opportunities can emerge for marketers
- Focusing on where your customer is located for mobile content
- Injecting product suggestions with the moments that matter in their lives
4:40 pm - 5:00 pm
Your Fans Are Your Top Source For Content: How To Leverage Them
Carly Dahlen -
Sr. Director, Customer Acquisition,
Fabletics
Actress Kate Hudson may be known as the co-founder and ‘face’ of Fabletics, but over the past year, one of the brand’s top sources for marketing content is from Kate’s engaged community of Fabletics members! Join Carly as she presents a how-to session on ways customers are providing content across platforms, and in turn, fueling sales:
- Finding the best approaches to connect with your fans and get great engagement from them
- Walking through examples of user generated content (from product models to lifestyle videos and more)
- Understanding that fans can help you bolster sales
Track C: Customer Loyalty, Engagement & CX
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Craig Smith -
Founder & CEO,
Trinity
2:10 pm - 2:30 pm
Off And Running: Rhone’s Omni-Rewards Loyalty Launch
Adam Bridegan -
CMO,
Rhone
Retailers across the industry are revamping their Loyalty programs as customers’ standard expectations have changed. This past July, men’s performance lifestyle brand, Rhone, released their new Rhone Rewards loyalty program, touting the “perks” that customers demand, from free 2-day shipping to no membership fees. Join CMO, Adam Bridegan, - discover tricks that have increased loyalty and resulted in triple digit growth year over year since inception!
- The research and implementation story behind Rhone Rewards
- Why charging for perks will be detrimental to your brand
- Listening to naysayers but finding a way to make your project happen!
- The data that fueled further growth since implementing Rhone Rewards
- Taking the data and feedback and turning it into actionable insights
2:30 pm - 2:50 pm
How Personalized Automation Creates Happier Customers
Ruth Zive -
Head of Marketing,
ADA
Bernie Leas -
VP, Operations,
Balsam Brands
Leveraging automation is more than just reducing costs - it’s about enhancing the customer experience. Find out how to get started, with proven models direct from Ada and Balsam Hill.
- Learn how automation can help retailers raise CSAT, while decreasing live support volume and overhead costs, and without requiring significant effort from your team;
- How to adjust your support strategy based on real-time actionable insights from customer conversations
- How using automation to underpin your customer service team can help navigate peak season support volumes
2:50 pm - 3:15 pm
Panel Discussion: Keeping Loyalty Relevant: Meeting (And Exceeding) Customer Expectations Today
Jenelle Sheridan -
Head of Strategy & Customer Engagement,
Athleta
Nadia Conti -
Director, CRM & Loyalty,
Vera Bradley
Alex Banys -
Sr. Director, Global eCommerce Digital Marketing,
Specialized Bicycle Components
Susan Schmidt -
VP, US Consumer Credit, PayPal Credit,
PayPal Credit
This panel puts the post purchase process and loyalty at the forefront. Go beyond developing standard retention programs to shape strategies that drive real long-term engagement. Heads of CRM and customer engagement from major retailers walk through their loyalty programs.
- Knowing customer preferences to push offers and promotions that keep them engaged, and build connections
- Deciding if your customer base is ready and willing to pay for a membership program—and what perks may it entail
- Experiences for “members-only”: what exclusivity is featured and how community is being built around membership and loyalty programs
- More than free shipping: what perks are customers are really valuing as brands keep raising the stakes? What is meaningful loyalty today?
- Determining what drives loyalty for the next gen customer: how to reduce a dependency on promotions
3:15 pm - 4:00 pm
Top Chef Meet-Up!
Is cooking or baking your favorite past time? Join this meet-up in the Social Lounge to swap recipes and get inspired for your next dinner party! Thanks to Thrive Market for the free swag!
3:15 pm - 4:00 pm
Snack Attack Break
Last call for an awesome Snack Attack break!
4:00 pm - 5:00 pm
Cheers With Peers (Retailer Only)
For more information, contact Chet Silverman at Csilverman@wbresearch.com
(1) Martini Tasting
(2) Champagne & Oyster Party
(3) Specialty Cocktail Tasting
(4) Margarita Bar
(5) Rose Tasting
(6) Gin Tasting
4:00 pm - 4:25 pm
Case Study Remix: SMS: The Glue That Is Driving Omni-Channel Shopping And Customer Engagement
In today’s crowded, and often boring, digital landscape, SMS is not only a way to break out and be interesting, but deliver an omni-channel experience in a way that no other marketing touchpoint can. A host of brands have found SMS to be second only to email in not just profitability, but immediacy of sales. Plus, it’s a way to stay relevant to the new crop of consumers, Gen Z, who are becoming increasingly resistant to traditional (read: dull) forms of marketing. During this interactive case study David Lorango from Teleflora will address:
- Determining why brands don’t have the guts to take the SMS plunge
- Learning how SMS will bring incremental sales not just to digital, but brick and mortar
- Real life examples of driving sales without being “spammy”
4:25 pm - 4:40 pm
Where Search Meets Science And Style Meets Savings: Nordstrom Rack's Journey To Data Science-Driven Digital Experience
Peter Curran -
GM Digital Commerce,
Lucidworks
Pankaj Andhale -
Data Scientist,
Nordstrom Rack | Hautelook
Nordstrom Rack | Hautelook curates and serves customers a wide selection of on-trend apparel, accessories, and shoes at an everyday savings of up to 75 percent off regular prices. With over a million visitors shopping across different platforms every day, and a realization that customers have become accustomed to robust and personalized search interactions, Nordstrom Rack | Hautelook launched an initiative over a year ago to provide data science-driven digital experiences to their customers.
In this session, we’ll discuss Nordstrom Rack | Hautelook’s journey of operationalizing a hefty strategy, optimizing a fickle infrastructure, and rallying troops around a single vision of building an expansible machine-learning driven product discovery engine.
The audience will learn about:
- The key technical challenges and outcomes that come with onboarding a solution
- The lessons learned of creating and executing operational design
- The use of Lucidworks Fusion to plug custom data science models into search and browse applications to understand use
4:40 pm - 5:00 pm
How The AR Cloud Will Empower The Next Generation Of Immersive Commerce Experiences
Eduardo Siman -
Director of IT,
Intradeco Apparel
Augmented and virtual reality have the potential to revolutionize the customer experience by enabling hyper-customization of product offerings and allowing customers to visualize products in the home environments. By 2020, Gartner, Inc. predicts that 100 million consumers will shop in AR online and in-store. With the advent of 5G connectivity, the use cases for VR and AR will explode, since the current slow download speeds of large 3D objects will no longer be an issue. Innovative startups like 6D.ai are already providing real-time 3D mapping on smartphones, allowing consumers to create a digital replica of their world in seconds without an internet connection. This “mirror world” or AR Cloud is immediately available for AR commerce applications. Customer experiences that adapt to your environment in real time are now possible.
With 5G and the promise of the AR Cloud retailers can build experiences in public places that are persistent across devices and immediately adapt to physical changes in the environment. You can think of walking through your backyard and having customized products presented in luminous 3D form hanging from tree limbs or placed perfectly between plants. You can even have AR advertisements superimposed on cars stopped at an intersection. Immersive experience will no longer rely on pre-set virtual spaces that can only work in customized spaces in stores. Now any object, wall, street, chair, or desk can become an interactive element for AR products.
In this session, we will review the state of the art in AR cloud technology and present various live demos of immersive shopping experiences that adjust and adapt in real time to the world around us.
Track D: Driving Insights With AI & Data
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Mallary Prophet -
Digital Sr. Account Manager,
Mapp
2:10 pm - 2:30 pm
Data As A Cross-Functional Resource: The Balance Between Creative, Marketing And Analytics
Deepa Gandhi -
Founder & COO,
Dagne Dover
Founded by 3 women in 2013, Dagne Dover creates bags that keep up, stay organized, and look good doing it. Through a cross-functional company culture and a focus on metrics that optimize customer lifetime value and brand loyalty, Dagne Dover teams are empowered to make strategic decisions in real-time. Using data as a fundamental resource has propelled Dagne Dover to successfully launch a wide breadth of collections, from product ideation to marketing initiatives, while targeting both new and repeat customers.
- The culture of decision making, and the balance between left and right brain
- The power of creative and digital teams making decisions autonomously with data as the common thread
- Customer Lifetime Value as a critical KPI, focusing on customer and brand loyalty
2:30 pm - 2:50 pm
Use Data & Intelligence To Personalize Customer Experiences
Daniel Sims -
Sr. Director of Marketing,
RedPoint Global
The always online, always connected consumer wants individualized experiences that are consistent across touch points. Integrated customer data and advanced technology solutions are critical for facilitating real-time, low-friction, hyper-personalized interactions that deliver business results. In this session, attendees will learn how retailers like CVS and Keurig are driving revenue growth by:
- Connecting customer data from disparate systems.
- Using machine learning to pinpoint next best actions.
- Intelligently orchestrating interactions across channels
2:50 pm - 3:15 pm
Panel Discussion: Determining Buyer Intent With Data-Driven Campaigns
Amber Hameed -
VP, Information Systems,
Dollar Shave Club
Kyle Fossen -
Sr. Manager of Strategy & Demand Generation,
HP, Inc.
John Lents -
Performance Marketing Manager,
GSK
This session presents use cases for more effective ways to use customer data, outlining how to get greater insights and provide a better customer experience. Join HP, Dollar Shave Club and GSK as they outline how they’ve used data effectively at their organizations, and how you can do the same.
- Unifying customer data across platforms to get useful customer insights
- Understanding how AI can be used as a customer acquisition tool
- Discussing the challenges and results from a real-time AI implementation
- Optimizing campaigns to ensure that customers receive personalized messaging vs. mass messaging
3:15 pm - 4:00 pm
Top Chef Meet-Up!
Is cooking or baking your favorite past time? Join this meet-up in the Social Lounge to swap recipes and get inspired for your next dinner party! Thanks to Thrive Market for the free swag!
3:15 pm - 4:00 pm
Snack Attack Break
Last call for an awesome Snack Attack break!
4:00 pm - 5:00 pm
Cheers With Peers (Retailer Only)
For more information, contact Chet Silverman at Csilverman@wbresearch.com
(1) Martini Tasting
(2) Champagne & Oyster Party
(3) Specialty Cocktail Tasting
(4) Margarita Bar
(5) Rose Tasting
(6) Gin Tasting
4:00 pm - 4:25 pm
Panel Discussion: Building Lookalike Personas To Attract New Customers
Aaron Zagha -
CMO,
Newton Baby
David Yang -
Sr. Director, Digital Innovation & Global Operations,
Banana Republic
The first step in personalization is all about segmentation. This panel deep dives into how to create optimal personas so that you can shape the customer experience of the future. Digital experts from Newton Baby and Banana Republic present tactics for personalization that guarantee a conversion lift.
- Modeling quality, research-driven personas of your customers
- Knowing what KPIs to use to create lookalike customer profile
- Utilizing lookalike modeling for predictive analytics to uncover spending trends on what, where, and when similar customer buy
- Building tactics to find new clients and drive them to your site when your lookalike model is created
- Incrementally testing to determine the optimal level of personalized promotions and messaging
4:25 pm - 4:40 pm
Keeping Magecart Out of Your Shopping Carts
Ameet Naik -
Director of Product Marketing,
at PerimeterX
Online experiences are richer than ever, with a vast ecosystem of third-party services that enrich, personalize and optimize the user’s path to purchase. However, this also creates a fertile playground for hackers and bots that can disrupt the user journey and steal personal information such as credit card numbers, exposing your business to brand damage and compliance penalties. For example, digital skimming and Magecart attacks have resulted in financial losses reaching into the billions, impacting retailers such as Macy’s, Best Buy and P&G.
In this talk you will learn about:
- current threats to consumer digital experiences
- recent Magecart attacks and their business impact
- how a large online retailer solved this problem with PerimeterX
4:40 pm - 5:00 pm
Choice Is Friction: Using Data To Become A Credible Expert And Remove The Burden Of Choice
Coulter Lewis -
Founder & CEO,
Sunday
The core insight that kicked off Sunday was that green thumbs barely exist. This led us to create an entirely new approach to lawn care that wasn’t about the product. Instead, we take on the responsibility of being a personal lawn care expert for our customers. Through multiple touchpoints, we establish our expertise, knowledge of your home, and build trust so that even a total novice can feel confident. As an expert, we don’t ask our customers what they want. We tell them what they need. Instead of just buying ‘products’, our customers value our expertise and guidance most.
This discussion will address:
The creation of a fully personalized eComm brand. Moving away from the idea that choice is a luxury. Using data to build credibility with your customers. Delivering on being an expert throughout your customer’s journey.
Track E: Innovation & Disruption In eCommerce
2:00 pm - 2:10 pm
Chairperson’s Opening Remarks
Vince Cacace -
Founder & CEO,
Vertebrae
2:10 pm - 2:30 pm
Machine Learning And Mobile -- Without An Engineering Team
Brian Doherty -
Manager, Integrated Marketing & Partnerships,
Zulily
Brands can reap the benefits of data-driven techniques to reach new customers directly, test new products and help create passionate brand fans without a dedicated team of engineers.
Discover how Zulily leveraged proprietary data science and machine learning technologies to reach the right customers in the right channel with the right message. In a session led by Brian Doherty, Zulily’s integrated marketing and partnerships lead, retailers can learn how his team has worked with both global and up-and-coming brands to modernize “traditional” retail techniques of stoking curiosity, creating urgency and providing entertainment with:
- Strategies for brands who want to dip their toe into cutting edge martech
- Case studies that show how brands built genuine connections with customers, increased email databases, and tested products efficiently
2:30 pm - 2:50 pm
Recurly + CauseBox: Subscription Growth For Social Good
Dan Burkhart -
Co-Founder & CEO,
Recurly
Brett McCollum -
Co-Founder & COO,
CauseBox
Causebox, the leading membership for socially-conscious consumers, has successfully grown its mission-driven subscription business amidst a crowded market. Learn why more eCommerce businesses are looking to the subscription model to extend customer LTV and brand loyalty. Founders from Causebox and Recurly, a leader in subscription management, will discuss ways to drive subscriber engagement, membership and retention.
2:50 pm - 3:15 pm
Panel Discussion: AI As The Power Player For Digital Development And Success
Dell Hudman -
Director, eCommerce & Digital Marketing,
Filson
Taylor Hansen -
Director, Digital & eCommerce,
Kendo Brands
Joseph Babcock -
Head of Data Science,
Moda Operandi Inc.
Jonathan Zaleski -
Sr. Director of Engineering & Head of Applause Labs,
Applause
AI can be really effective in online and omnichannel retail, but does have limitations in certain contexts. This group panel will evaluate when and how to use it most effectively, not as a replacement for human interaction with customers, but as a way to enhance it.
- Integrating AI to use for customer assistance for seamless and informative experiences
- Thinking about the balance of AI-tech integration with human touch
- Intensifying the focus on analytics and data efficiency—how marketers are using metrics to apply AI beyond just personalization
- Pattern recognition and predictive modeling to unlock human creativity and human-like intuition
3:15 pm - 4:00 pm
Top Chef Meet-Up!
Is cooking or baking your favorite past time? Join this meet-up in the Social Lounge to swap recipes and get inspired for your next dinner party! Thanks to Thrive Market for the free swag!
3:15 pm - 4:00 pm
Snack Attack Break
Last call for an awesome Snack Attack break!
4:00 pm - 5:00 pm
Cheers With Peers (Retailer Only)
For more information, contact Chet Silverman at Csilverman@wbresearch.com
(1) Martini Tasting
(2) Champagne & Oyster Party
(3) Specialty Cocktail Tasting
(4) Margarita Bar
(5) Rose Tasting
(6) Gin Tasting
4:00 pm - 4:25 pm
Disruptor Diaries
Roderick De Rode -
Founder & CEO,
Spinn Inc.
Carly Stein -
Founder,
Beekeeper’s Naturals
Tai Dang -
VP, Operations,
AURate
During this story telling session you’ll hear about and learn from the highs, lows, and more from founders of three highly disruptive retail companies. They’ll walk through their growth stories, obstacles they’ve faced along the way and leave you reinvigorated at the end of this brand focused group session.
4:25 pm - 4:40 pm
Cross-Border Ecommerce Challenges? AI & Automation To The Rescue!
Evan Wright -
Sr. Business Development Manager, Cross-Border,
Avalara
Tired of orders getting stuck in customs? Frustrated with rejected shipments from international customers? Confused about the duties and fees your carrier is charging? As ecommerce has exploded, Avalara has invested in AI and automation to help retailers provide a positive buying experience worldwide. Gain insights about how companies are improving international conversion rates by embracing automation and innovations that leverage AI to ease cross-border compliance-related hurdles.
This discussion will address how AI and automation can:
- Increase accuracy of HS codes resulting in fewer delays in customs
- Calculate customs duties and import taxes in real-time enabling the ability to ship DDP
- Reduce the risk of rejected shipments due to surprise fees upon delivery
- More accurately assess duties, so you aren’t overpaying and can increase margins
4:00 pm - 5:00 pm
Women In (R)eTail Networking Event And Leadership Panel
Audrey McLoghlin -
Founder,
Frank & Eileen/Grayson
Chelsea Mueller -
CMO,
Cheaper Than Dirt
Bianca Gates -
CEO & Co-Founder,
Birdies
Angela Caltagirone -
SVP, Global Digital & Brand,
Vionic Shoes
Okay ladies, let’s get information! Listen and be inspired by an accomplished panel of fierce femmes; then, cultivate new friendships and discuss the issues that were raised on the panel. Hosted by Naked Wines.
5:00 pm - 5:40 pm
Retailer Roundtables – Pick A Table, Bring Your Challenges, Get Solutions (And A Cocktail!)
Kat Guerrero -
Product Manager, Business Tools,
UncommonGoods
Craig Kapilow -
Sr. Director Brand Partnerships & Integrated Marketing,
Rue La La
Mark Bietz -
CMO,
HalloweenCostumes.com
Evan Beigel -
Director, eCommerce, GC.com,
Guitar Center
Michael Wright -
Social Media Evangelist,
Strawberry Lemonade
Each of our retailer roundtables has a host to facilitate an in depth discussion around a specific topic. Chat it up with peers who can give you different perspectives on a ton of different challenges, and who share similar interests.
Table 1: Internal Flows & Processes: Ensuring alignment within Merchandising, Planning, Finance, & Operations
Hosted By: Kat Guerrero, Product Manager, Business Tools, UncommonGoods
Table 2: Innovative Partnership Models To Drive Revenue And Excite Your Audience In 2020
Hosted By: Craig Kapilow, Senior Director, Brand Partnerships & Integrated Marketing, Rue Gilt Groupe
Table 3: Creating The Best Audiences For Facebook And Instagram To Get Your Products Discovered
Hosted By: Mark Bietz, CMO, HalloweenCostumes.com
Table 4: Considerations And Challenges Of Site Enhancement Prioritization
Hosted By: Evan Beigel, Director, eCommerce, GC.com, Guitar Center
Table 5: Community Impact: Defining Social Media Marketing Ethics For Brands
Hosted By: Michael Wright, Social Media Evangelist, Strawberry Lemonade
