eTail East 2017

August 14 - 17, 2017

The Sheraton, Boston


4 retail execs explain where they’re investing in 2016

It doesn’t matter if you’re selling beauty products or chicken fingers: Now is a difficult time to be a retailer. It’s a struggle to earn and keep as hopper’s attention, let alone loyalty. At the Digiday Retail Summit, which takes place June 27 – 29 in Nashville, the sharpest minds in the industry will discuss how retailers are investing in technology to engage customers.

As weprepare to visit the country music capital of the world, we asked four speakerswhat areas they’ll be investing in to modernize the shopping experience. Hereare their answers, lightly edited for space and clarity.

Melissa Barnes, senior director, brand strategy, Rent the Runway
We are investing in ways to bridge the gap between our offline and onlineworld. We just launched RTR Now so users on our site can see what’s currentlyavailable in store and then stop by to try on and rent. Conversely, if theylike something in store, we want them to easily be able to save it to their‘virtual closet” to rent online in the future.


Kira Clayborne, digitalmarketing and media manager, Church’s Chicken
In 2016, we are focusing on our guest. We’ve decided to invest our resources insupporting our Mobile App. With the app, our guests can connect with Church’sChicken anytime, anywhere, which promotes deeper connections and ultimately,loyalty.


Joy Chen, CEO, H2O+
We closed the last of H2O+ Beauty’s retail stores at the end of 2015 to modernize our distribution model and align our company with our consumer target, who tend to shop online. While we continue to offer products through retailers such as Ulta, our new website will serve as both our flagship store and a tool for communicating and interacting directly with our customer.


Lisa Johnson Kolodny, VP brand marketing & communications, FreshDirect
Modernizing the shopping experience means making it as frictionless as possible— a smoother, easier, more customer-friendly way to shop. We’re planning to evaluate all aspects of the shopping journey to remove friction, build shopper confidence, and enable customers to get what they want faster. The end result will impact key shopping moments including sign-on, getting started, reorder, shopping lists and more.

Make sure to also download the eTail agenda to discover all of the great activities, speakers, & sessions planned for this year.

Download the latest eTail agenda

*article by Mike Madarasz, Marketing Manager for Digiday