eTail Palm Springs 2020

February 24 - 27, 2020

JW Marriott, Palm Springs, CA

Steven Lightman, President at Harry & David
Harry & David Logo

Steven Lightman

Harry & David

Check out the incredible speaker line-up to see who will be joining Steven.

Download The Latest Agenda

Day 2: The Evolution Of Digital & Omni-Channel

Wednesday, February 26th, 2020

11:50 AM Keynote: Reinventing a Brand for Today and Tomorrow's Customers

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?