eTail East 2017

August 14 - 17, 2017

The Sheraton, Boston


 Monique Trulson
Monique Trulson Sr. Director, eCommerce & Marketing Dover Saddlery
Monique Trulson is the Sr. Director of Ecommerce at Dover Saddlery, Inc., a leading multichannel retailer of equestrian products in the United States.  In this role, Monique identifies, implements and manages the marketing programs for three different brands, supporting all sales channels. Since joining, Monique has focused on improving not only the online marketing programs, but also the overall brand experience for visitors to all Dover online properties, no matter the device used to access those sites.

Monique’s internet related background goes back to 1995, when she combined a 6 year career as a meteorologist with a passion for the latest technology to help build one of the first weather websites, From there, she moved into roles that helped her build up her technical expertise as webmaster, inhouse trainer and sales support for various companies developing online content management systems and other ecommerce related tools. 

In 2003, Monique combined her technical background with the marketing side of ecommerce when she joined the not-for-profit organization Elderhostel, reworking the brand’s existing online presence into one more easily embraced by the unique audience of the company. She continued to strengthen her online marketing at companies such as Hello Direct and Brady Corporation, where she took on the online management of 9 different brands, and worked to incorporate new tools and sources of revenue into the corporation’s B2B and B2C channels, finding and maintaining a balance between the two sides of the business.

MAIN CONFERENCE DAY TWO - Wednesday, August 16th

4:15 PM Panel Discussion Remix: Testing: What Works, What Doesn’t, And How To Best Structure Your Program

Clearly one of the most important aspects of building a website is usability testing…This is both an art and a science with many different approaches and techniques. Find out how this group of retailers is faring with testing and dig deeper into what’s working and what to avoid: Discuss:

Testing best practices
Finding clear cut winners for your tests
What should you be testing and why
What tests have made a material impact on site features or functionality

4:45 PM Case Study: Taking Personalization To The Next Level Using Data

Going beyond 1:1 personalization to personalize on a deeper level
Putting support mechanisms in place to obtain customer data
Taking tailored advertising or personalized web experiences and layering them with customer preferences based on their locale
Increasing conversion rates and customer loyalty due to these personalized experiences