eTail West 2018

February 26-March 01, 2018

JW Marriott, Palm Springs, CA


Pre-Conference: User Experience Optimization & Merchandising Summit (Feb. 26th)

8:50 AM - 9:20 AM Networking Breakfast & Reception

9:20 AM - 9:30 AM Welcome Remarks & Benchmarking Survey

9:30 AM - 9:45 AM Chairperson's Opening Remarks

9:45 AM - 10:10 AM CEO Chat: Managing An Iconic Brand Across All Distribution Channels

Elizabeth Segran, Staff Writer, Fast Company David Kahan, CEO, Birkenstock USA, LP
What brand is synonymous with comfort footwear and dates back to a small German village in 1774? If you guessed Birkenstock, you guessed right. With over 200 years of shoemaking, they must be doing something right. Join the CEO of Birkenstock and Liz Segran of Fast Company magazine talk about how an iconic brand has been re-invented, re-branded, and re-distributed online, while retaining and attracting new customers. This is a can’t miss inside look at one of the most well known brands in the world.


David Kahan

Birkenstock USA, LP

Elizabeth Segran

Staff Writer
Fast Company

10:10 AM - 10:30 AM Driving Product Discovery - From Intent To Content

Ravi Maira, Head of Products & Product Marketing, UNBXD
Learn ways to drive product discovery and more revenue in this keynote session, presented by the CEO of Unbxd.

Ravi Maira

Head of Products & Product Marketing

10:30 AM - 11:00 AM Keynote Case Study Remix: Edit To Amplify: Less Can Be More

Chris Hull, Chief Merchandising Officer, Shinola
At a time when consumers are inundated with products, emails, services and innovation, companies can provide an experience that breaks through the noise to connect at a deeper level with the consumer. By embracing the balance of “art and science” of merchandising, companies can create a compelling product offering that clearly defines the right product at the right time at the right place. During our rapid growth at Shinola, we have had to make hard decisions to edit products and categories to improve our story telling and bottom line. The team at Shinola has utilized the following principles to shape the product line in order to amplify the experience:
•Lead the Consumer by Editing Choice: Create a compelling assortment that empowers the consumer to decide. Present the right amount of product that promotes choice but doesn’t paralyze the consumer from making a purchase.
•Simplify the Story: Be clear, authentic, and consistent in your story telling. This is equally important across retail stores and e-commerce. It can be hard to accomplish in a multi-category company when there are multiple stories to be told and products to be highlighted.
•Leverage the Endless Aisle: Utilize the e-commerce channel effectively to showcase “end of life” product and provide more choice for the consumer without tying up inventory and overwhelming the consumer.


Chris Hull

Chief Merchandising Officer

11:00 AM - 11:30 AM Coffee & Refreshments

11:30 AM - 11:50 AM Keynote: How Adore Me Is Using A Data-Driven Approach To Disrupt A $24B Industry

Morgan Hermand-Waiche, Founder & CEO, Adore Me
Adore Me is a disruptive e-commerce startup revolutionizing the lingerie industry by creating fast-fashion, affordable & inclusive intimates. The company was started by a group of fashion outsiders - with no previous experience in fashion or lingerie - yet determined to disrupt the industry.

In only 5 years, Adore Me has grown to become a powerhouse with revenues reaching $84M in 2016. The company ranked #9 on Crain’s Fast 50 list of fastest-growing companies in New York, and three times on the Inc. 500 list of the fastest-growing private companies in America, including the #2 fastest growing retail company in the U.S. in 2015. Much of the company’s success is due to its innovative data-driven approach and its ability of leverage data, which is rare in the traditional fashion industry. Morgan will address the following topics further:
•How Adore Me disrupted the lingerie industry by leveraging a data-driven approach to the traditional and emotional industry of fashion and lingerie
•How Adore Me implements data all across the company: Throughout the design process, inventory management, customer engagement, and acquisition
•How the use of data evolves through different platforms and different life stages of the company, and why the data has become more valuable and important as the company grows further


Morgan Hermand-Waiche

Founder & CEO
Adore Me

11:50 AM - 12:10 PM Namogoo Presentation

Executive Presenter, Namogoo

12:10 PM - 12:35 PM Keynote: The Journey Of The Backcountry Brand - From Idea to Inventory

Diana Seung, EVP, Merchandising, Backcountry Meg Keller, Sr. Manager, Owned Brands, Backcountry
Learn from a brand that knows its industry and customer base so well that they answered customers needs in the form of a new branded line of products. Get a front row seat of Backcountry’s own brand launch and hear how the brand went from identifying an unmet need to producing a line of products to answer it.
- Learn how to listen to customers to answer unmet needs in your category
- Walk through a successful process of iterative insights leading to a brand launch
- Get a sneak peek / early access to new brand


Diana Seung

EVP, Merchandising

Meg Keller

Sr. Manager, Owned Brands

12:35 PM - 1:35 PM Lunch & Networking For All Attendees

How are you showcasing your product catalog, to make sure your customers see items in their best light?
In this quick fire lightning round, Lisa, Jon and Anna explain the importance of curated product descriptions, what has worked for them and what hasn’t. Our panelists will also show how you can implement three technologies to ensure your catalog stands out from your rivals:
•Augmented Reality and animation to make products pop from the page
•Online customer service on necessary touch points to interject a human experience
•Frequent shopper algorithms that emulate a personal shopping experience


Lisa Nicklin

VP, Digital
Windsor Fashions

Anna Kemp

VP, Marketing
LD Products

Jon Roman

VP, ELC Online
Esteé Lauder Companies

Brian Beck

SVP Ecommerce & Omni-Channel Strategy

Vicky Zhuang

GM, International Business, North America

2:05 PM - 2:30 PM Millenial Madness: Marketing Merchandise Beyond Mundane Messaging

Jenna Saverino, Director, eCommerce Marketing & Merchandising, bliss
Millenials are obsessed with product. And they are obsessed with showing that product (which in turn makes them advertisers!). Knowing how and what they buy is what you need to focus o—and you need to organize for that now. Jenna showcases bliss’ forward thinking strategies with:
•What reports, tools you need to measure how Millenials are using your merchandise from your sector and business
•Measuring which products, content and digital designs are resonating
•Understanding how Millennials want to connect—is it personal or social?
•Winning more Millennials based on lookalike modeling from product selection, content, messaging and design


Jenna Saverino

Director, eCommerce Marketing & Merchandising

2:30 PM - 3:00 PM Panel Remix: Customer Experience Mapping; Generating Touch-Points For Success

Haley Nemann, Director, Digital Experience, Crocs Josh Holland, Director, Brand Experience, Blue Nile Amit Sharma, CEO & Founder, Narvar
Make yourself a map and close the loop. Not so easy. Breaking down the segments and pathways to purchase to be designed can be daunting (aside from understanding the emotional key points in the journey), but the panelists lend their tips to:
•Setting up your team for success: who within marketing owns and is accountable for online CX strategy
•Measuring CX: assessing which customer segments you are targeting are successful
•Keeping CX fresh: how new CX strategy needs to be designed each season


Haley Nemann

Director, Digital Experience

Josh Holland

Director, Brand Experience
Blue Nile

Amit Sharma

CEO & Founder

3:00 PM - 3:30 PM Afternoon Coffee & Refreshments

3:30 PM - 4:00 PM Fireside Chat: Top Tips To Sell Directly To China

Harlan Bratcher, Global Business Development Head,

Harlan Bratcher

Global Business Development Head

4:00 PM - 4:30 PM CX Workshop: What Is Your Customer Journey?

Stephanie Pertuit, VP, Customer Experience,
Journey mapping has become quite a popular way to better understand your customers. Come to this session for a taste as to why. The workshop will begin with a customer journey mapping case study from, where their VP of Customer Experience will take you through their documented journey maps and the actions their team has been able to take to improve customer experience because of knowledge garnered. But it doesn’t stop there – bring your laptop, as representatives from the CX team will guide you through a quick evaluation of your customer’s experience, and leave with valuable, tangible action items to help you maximize your CX.


Stephanie Pertuit

VP, Customer Experience

4:30 PM - 4:30 PM Conclusion Of The UX & Merchandising Summit

Connect with retail peers from similar sized organizations. Relax with a cocktail at the end of the day, and chat with others who share your pain points. You’ll meet peers who can give you tons of advice.

Workshop #1: 0-25 Million in online revenues
Hosted By: Patrick Herning, 11 Honore

Workshop #2: 25 – 100 Million in online revenues
Hosted By: Kristen Gasior, CMO, Balsam Brands

Workshop #3: 100 – 500 Million in online revenues
Hosted By: Michael Green, VP Global eCommerce Marketing, Hasbro

Workshop #4: 500 Million+ in online revenues
Hosted By: Bryan Elliott, Digital Marketing Director, GILDAN/American Apparel


Kristen Gasior

Balsam Brands

Michael Green

VP, Global eCommerce Marketing

Bryan Elliott

Digital Marketing Director
American Apparel

Patrick Herning

CEO & Co-Founder
11 Honore

6:00 PM - 6:00 PM Registration Closed

5:45 PM - 7:45 PM eTail Official GRAND OPENING Reception: The eTail Western Saloon

YEE-HAW! eTail West 2018 is here so lasso up your colleagues and friends and settle into the Desert with a little bull riding, vintage casino games, and good ‘ol Tex Mex!

6:00 PM - 6:30 PM Registration Closed