eTail Palm Springs 2020

February 24 - 27, 2020

JW Marriott, Palm Springs, CA


February 24, 2020

Optimize Your Merchandising And UX Strategies Now - Retailer Only

Give your customer what they want. And make the shopping experience easy for them. With a balance of art and science, there is a need for frictionless buying from discovery to checkout to move the product into the cart. We cover both merchandising and UX topics in this summit to really boost your bottom line. As a bonus we have roundtables designed to get you talking with your peers.

8:20 am - 9:00 am Networking Breakfast & Registration

Time to fuel up for a great day of in-depth learning on how to continue to optimize your UX and Merchandising strategies.

9:00 am - 9:10 am Welcome Remarks

9:10 am - 9:35 am Keynote: Design Tips For Better Data Storytelling

With so much data available to companies now, interpreting it and using it effectively as the foundation for your brand storytelling can be a challenge. You’re always striving for that perfect recipe of understanding and insight to create value for your customers. Adding or increasing data to the mix can dramatically alter the flavor of the recipe. 

Tim, Lead Design Strategist at Nike, has over 13 years of design experience, focusing on information design, brand strategy, consumer insights and transforming complex data into simple visuals assets.This session will dig right into effective solutions for incorporating your data into your content and storytelling strategies. We’ll explore the most effective design solutions for displaying and interpreting data – using a case study of 35+ unique approaches to interpreting one data set, to visually represent the information. After this keynote session, you’ll be able to:

  • Build a process and method for more successful data visualization designs
  • Become more aware of the process of critical thinking & visual analysis
  • Understand how layering in relevant contextual data helps your audience
  • Create a new understanding of interpreting data and incorporating your most valuable data sets into your content strategy
Tim Degner, Lead Design Strategist at Nike

Tim Degner

Lead Design Strategist

9:35 am - 9:50 am Chairperson’s Opening Remarks

Tamara Gaffney

VP, Decision Strategy
Quantum Metric

How can you use a customer’s search behavior to inform your merchandising? What are the ways that retailers are personalizing their product offerings based on browsing patterns and data? This panel answers these questions and presents actionable, detailed ways to maximize your online merchandising strategies.  Receive take-aways from Levi Strauss and Lands’ End as they present ideas for:

  • Ensuring preview search has the most relevant products and content to draw in the browsing customer
  • Programming natural language processing for specific inquiries for top products to surface
  • Using AI to generate accurate merchandising opportunities for customers’ individual preferences 
  • Funneling through products to ensure surfaced products become more tailored as customers browse
Charis Marquez, Sr. Director, Site Merchandising at Levi Strauss & Co

Charis Marquez

Sr. Director, Site Merchandising
Levi Strauss & Co

Rebecca J. Becker, Director, Digital Merchandising & Operations at Lands’ End

Rebecca J. Becker

Director, Digital Merchandising & Operations
Lands’ End

Alex Banys, Sr. Director, Global eCommerce Digital Marketing at Specialized Bicycle Components

Alex Banys

Sr. Director, Global eCommerce Digital Marketing
Specialized Bicycle Components

10:30 am - 11:00 am Coffee & Refreshments

Your mind is buzzing with ideas so grab some coffee and keep it going!

11:00 am - 11:20 am eTail Best In Class Award For Site Redesign Of The Year And Q+A With Winner

11:20 am - 12:00 pm Keynote Panel Remix: Keeping The Customer First: Customer-Centric UX & Design Best Practices For Retail

It’s no accident that UX is often called CX as brands must approach UX with a human-centered approach that understands user pain points and needs. Hear how companies such as REI think about customer-centric design and apply this to their retail organizations in this keynote panel. 

  • Knowing your audience and creating relevant and compelling content
  • Providing adequate customer support through chat, video, FAQ’s, etc.
  • Understanding UX on your mobile site and the priorities for mobile users
  • Testing continuously to ensure ease of navigation and a frictionless UX
Luke Cardoni, Lead User Experience Designer at REI

Luke Cardoni

Lead User Experience Designer

Haley Nemann, Sr. Manager, Shopper Insights & Experience at VF Corp.

Haley Nemann

Sr. Manager, Shopper Insights & Experience
VF Corp.

Ryan Breslow, Founder & CEO at Bolt

Ryan Breslow

Founder & CEO

12:00 pm - 12:25 pm Keynote: Customer-Focused Product Design: Leveraging Customer Connections And Community To Build A Business That Delights

Hear from the CEO & Founder of KiwiCo how her company, a leader in the D2C space, has collected and leveraged customer feedback since its inception to continuously improve its products, customer loyalty and profit margins. This session will look at how they are leveraging their customer base, building a community and infusing customer-centric design into their product development. 
Sandra Oh Lin, Founder & CEO at KiwiCo

Sandra Oh Lin

Founder & CEO

12:25 pm - 1:25 pm Lunch & Networking For All Attendees

1:25 pm - 1:50 pm Your Customers Are Craving Convenience: What Omni Optimization Factors You Need To Know

Today’s customer wants what they want when they want it. How are you accommodating them and understanding how to make their omni-channel experience frictionless? Alison Schmitz of Jo-Ann Stores will walk you through some of the work they are doing to improve CX and drive sales. Discuss: 

  • Reducing pick-up time by having designated areas in-store for online orders
  • Expanding SKU assortment online and on m sites
  • Incentivizing store associates to assist with omni orders
  • Being competitive with pricing 
Alison Schmitz, Director, Product Delivery & Digital Experience at Jo-Ann Stores, Inc.

Alison Schmitz

Director, Product Delivery & Digital Experience
Jo-Ann Stores, Inc.

With so many choices available to today’s customer, how are you truly differentiating with your products? How are you creating the next big thing? A diverse group of companies will walk you through their secrets to success in a fun, Tonight Style panel discussion.  You’ll hear from The Chief Merchandising Officer at Uncommon Goods, the co-CEO at Yandy and the CEO of Aunt Fannie’s as they discuss how they’ve turned their brands into customer sensation! 

  • Breaking through the merchandising clutter and standing out with a product that makes a statement
  • Ensuring the item has a descriptive product name for easy search, ensuring visibility to shoppers on the hunt
  • Promoting reviews to show instant feedback for buyers
  • Getting your products sold quickly 
Katherine Danneberg Mattey, Chief Merchandising Officer at Uncommon Goods

Katherine Danneberg Mattey

Chief Merchandising Officer
Uncommon Goods

Jeff Watton, Co-CEO at

Jeff Watton


Mat Franken, CEO at Aunt Fannie’s

Mat Franken

Aunt Fannie’s

Adam Callinan, Co-Founder & CEO at BottleKeeper

Adam Callinan

Co-Founder & CEO

2:25 pm - 2:25 pm Conclusion Of The Transform UX & Merchandising Summit

Relax with a cocktail and chat with other retailers in your vertical who share your pain points. You’ll meet the peers who can give you tons of advice and technology recommendations.

1. 0-25 Million in online revenues 
Hosted By: Kari Slater, VP, Digital Marketing & eCommerce, SCOUT

2. 25 – 100 Million in online revenues
Hosted By: Gabriela Cruz, Senior Manager, Digital Marketing, Bliss

3. 100 – 500 Million in online revenues
Hosted By: Sue Cho, Head of Lifecycle Marketing, Calm

4. 500 Million+ in online revenues
Hosted By: Jean-Marx Mantilla, Digital Marketing Director, Lands’ End
Kari Slater, VP, Digital Marketing & eCommerce at SCOUT

Kari Slater

VP, Digital Marketing & eCommerce

Gabriela Cruz, Sr. Manager, Digital Marketing at Bliss

Gabriela Cruz

Sr. Manager, Digital Marketing

Sue Cho, Head of Lifecycle Marketing at Calm

Sue Cho

Head of Lifecycle Marketing

Jean-Marx Mantilla, Digital Marketing Director at Lands' End

Jean-Marx Mantilla

Digital Marketing Director
Lands' End

5:15 pm - 5:15 pm Conclusion Of Cocktails & Conversations

5:15 pm - 6:30 pm eTail Seize The Seasons Receptions!

Pick one of four parties to join!

1. APRES SKI - Costas Nightclub
No skiing experience required to enjoy this apres hot spot. Warm up at Costas Nightclub!

2. SPRING CHERRY BLOSSOMS - Mikado Restaurant
Spring is nature’s way of saying let’s party! Head on over to Mikado Restaurant for refreshing cocktails and apps.

Put a little sizzle in your step at the Pointe and enjoy all things summer!

4. FALL OKTOBERFEST - Rockwood Grill
No worries, you can leave your dirndl and lederhosen at home and just enjoy a nice bier by the fire at the Rockwood Grill!

5:15 pm - 5:15 pm Registration Closed