Main Conference Day Two: Online And Multi-Channel Growth Fundamentals

Chairperson’s Remarks

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Chairperson’s Remarks

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Chairperson’s Remarks

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Seasonal highs and lows in traffic can make life difficult for ecommerce teams trying to plan for growth. A surge in traffic provides a huge opportunity, but if you’re not prepared, you won’t see a corresponding surge in revenue. HalloweenCostumes.com does the majority of their business for the entire year in the weeks leading up to October 31st. With so many orders coming in such a short time, the team has to be sure that the website is running smoothly and the customer experience is spectacular or risk losing revenue. While it may not be as extreme, every retailer faces some kind of seasonality in their business. This hands-on session is designed to provide actionable ideas – you’ll walk away from this session with a strategy to approach planning for seasonal peaks and specific ways to find success tackling these challenges.

• Balance testing and optimization with maintaining a stable web experience during peak traffic.
• Build robust customer profiles to improve the buying experience when customers come back next year.
• Stay engaged with your customers outside of peak season to be sure you’re on their mind throughout the year.
• Plan search and PR strategies to be the most successful while your business is the most relevant

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Learn how a 100 year old brand brought manufacturing back to the U.S. to celebrate its centennial year and tell an authentic product story to captivate consumers. The Made in the U.S.A. Collection was authentic to the brand because it demonstrated how committed Keds is to female empowerment in that women are hand finishing each shoe. It’s empowering being an earner for your family and a role model for your daughter, etc. By attending this session, you will learn how the brand used its rich heritage to both celebrate the past but propel the brand forward.

• Consumers expect authenticity from brands. The story behind the program weighed heavily on developing a collection 100% made in America
• Marketing programs can open up the doors to new distribution opportunities – in this case, Barneys
• Brands can use their storytelling to open up the doors for growth, as long as the stories are authentic to the brands

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Come hear from a leading retailer in this session from Chloe Isabel.

• The Chloe Isabel business model
• Tapping into the sharing economy
• Supporting your army of marketers and merchants
• Using technology to engage and inspire

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Meet retailers, get advice and tactics! You’ll have the chance to mix it up with executives who can give you free advice in areas like customer acquisition, omni-channel best practices, mobile and more! Every host will tackle a different problem area in eCommerce.

Mobile Search Trends
Hosted By: Daniel Marques, Director Online Marketing, Talbots

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The bar has been fundamentally raised on consumers’ expectations in this digital century. Retail today is different because consumers behave differently than in the past. They expect relevancy and are empowered with both access to information and platforms to praise or complain. As a result, retail marketers are moving away from broad demographic push-messaging and evolving to build true 1:1 customer relationships through personalized digital experiences. One of the foundations to achieve that goal is Customer Identity Management. In this session you’ll learn how to:

• Pursue the personalization of brands, products, services and experiences for each and every one of your customers
• Consolidate data from the front of the customer journey to gain a more holistic view of the customer
• Deliver consistent and coordinated experiences that are appropriate across physical store, online, and store channels via a unified customer identity

Those organizations that know their customers — and know them well — will be big winners. They will deliver relevant promotions and content to their customers at the right time and place because they know who they are, what they want, and when they want it.

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This session will provide real life strategies that you can put into practice today to leverage your content to identify awesome opportunities for incremental traffic and revenue. Find out how to harness innovative machine learning and big data technology to boost scalability and huge growth and how to use the fundamentals of organic search, content marketing and UX optimization to propel your site’s growth.

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You’ve spent hours designing your pages, optimizing copy, creating beautiful images, and driving the right traffic to the right areas – but your customers are still leaving for the competition. We've measured billions of user experiences to reveal why users abandon and what you can do about it

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This session delves into how Mike’s team uses analytics to trigger chat conversations (which happen among a community of pet parents), and from there, how they use variable contribution data to set bidding and conversion goals in terms of profit rather than revenue.

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This session will introduce a new way of thinking about how companies approach understanding their users, customers, consumers, fans, followers etc. – in short, understanding the people whose lives they affect. The new approach and mindset is applicable to companies of any size – from rebellious startups to established “captains of industry” type corporations. The new research mindset introduced in this presentation challenges calcified assumptions about how we approach understanding customers. These assumptions are most vividly apparent in large companies whose bureaucratic structure developed through the years establishes silos and sharp boundaries between understanding people for sales and marketing purposes versus understanding people for product design and development purposes. Once we realize that the final object of our understanding are real people with real behaviors, emotions, motivations, goals, etc., we will recognize that our customer research has to have a common business objective and a co-ordinated and complementary sets of methods across the whole organization.

The talk will highlight a cross-functional, cross-silo research case study from Zappos – a company that was built and operates on challenging common wisdom and the status quo.

• Understand the person, not the “shopper”
• No silos when it comes to customer understanding
• Use complementary research methods
• Inform the business as a whole
• Culture matters!

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Our panelists review their customer journey – how they are driving them through the purchase funnel, and how to ensure they are converting. If you are looking for a detailed review of how other companies are driving conversion – this session is for you!

• What tools are you using to move customers from traffic to actual conversion?
• What are different approaches to moving customers through the conversion funnel?
• What third parties are you using to assist with this?
• What other tools can be used aside from product information to motivate customers towards conversion?
• What are the triggers and deterrents for conversion?

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How do you create optimized engagement experiences? How do you keep track of customers that are moving across channels? These questions remain core challenges for retailers large and small. This panel tackles these questions and more, offering detailed insight in strategies to tie together both online and offline customer data.

• How are you attributing multi-channel within not only digital, but other touch points?
• How can you use this data to drive engagement experiences for your customers?
• What technology are you using to assist with this?
• How are you tying all of this together from an ROI perspective?

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The new mandate for every digital business is to create compelling, rich customer experiences, and those brand touchpoints are expected to cross seamlessly into the many channels where a shopper can engage. Hear how you can create seamless experiences, no matter the channel, during this interactive group discussion.

• How do you think about your relationship with consumers as they move across devices?
• Has their behavior changed as they move from one device to another?
• How has the “always connected” consumer impacted your overall marketing programs? Channel strategies?
• How do you deliver an experience that doesn’t feel disjointed as consumers move across devices (shared bag, etc.)?
• What is the first step in the process?

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If you are going to test, what is it that you do first? How are you structuring and executing your tests? This session will review best practices, including keeping testing as a key focus area for your business, using the appropriate KPIs with your test results and the means to communicate the results internally to improve your overall customer experience.

• What are some best practices you can share around multivariate and A/B testing?
• How are you weighing the cost benefits of testing (using tools, internal ownership over testing programs)?
• What tools are you using and why?
• How do you schedule out tests (testing around specific pages, etc.)?
• How do you create a testing roadmap/dashboard?
• How do you know what’s the most impactful test to run? How is that decision making done?

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Just for the ladies! You’ll meet other dynamic females attending the conference (both seasoned and new). Cultivate new friendships and focus on your personal development, all in great company.

Retailers are finally at the point where viable models exist to manage your campaigns, and our panelists walk through strategies to use data to make informed decisions for the future, and track cross-channel programs efficiently. Wondering how to get your attribution program off the ground with a starting start? This session is for you.

• Which models did you go through?
• Which ones did you stick with?
• What tools did you try, and why?
• What insight have you gleaned
• Over the course of time when attribution modeling was a part of your overall process?
• How did you ultimately adjust your spend based on the model? How did you quantify savings in certain areas vs. spending additionally in others?

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Email remains one of the most cost effective acquisition and retention tools available to marketers, but it is changing rapidly. Hear how Zachy’s is taking their email program to the next level in this detailed case study presentation.

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The explosion of visual content online and the rise of visual shoppers present a growing connection between the content and commerce world. Find out how we worked with retail giants like Flipkart, Zalora, and Essilor to overcome pain points and convert shoppers with visual content using innovative AI solutions in this track presentation.

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