Heather Petersen, director of digital marketing at Bassett Furniture, has 18 years’ experience in the ecommerce/digital space in various industries. She has been responsible for driving ecommerce growth on various platforms while utilizing effective marketing strategies. Consumer expectations have increased as well as their exposure to new evolving media formats. She understands the consumer should be top priority and understanding their intent across channels and site behavior is key to building a successful omni-channel approach. Heather relies on key metrics and goal setting to determine success. Her history of having a fluid AB testing strategy has proven to be successful, driving growth in multiple businesses. Bassett Furniture has embraced AB testing and is focused on a results-oriented strategy. Preparing, testing and implementing the findings has allowed them to increase site engagement and ultimately drive incremental revenue.