eTail Boston 2020

August 10 - 13, 2020

The Sheraton, Boston

2018 Pre-Conference Summit: The Customer Retention Summit

Move the needle with strategies that keep your customers coming back. Find out how to get the most out of your retention programs from optimizing CRM to increase your open rates. You’ll get ideas for how to fine tune your social strategy and rethink your loyalty programs. As a bonus we have roundtables designed to get you talking with your peers.


 

8:25 am - 9:00 am Continental Breakfast & Registration

9:00 am - 9:05 am Welcome Remarks

9:05 am - 9:20 am Keynote Chairperson's Opening Remarks

Yoav Susz - VP Revenue Optimove
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Yoav Susz

VP Revenue
Optimove

9:20 am - 9:45 am Keynote Case Study: Getting Smarter And More Automated With Your CRM Tools

TJ Papp - VP, Digital / eCommerce Kenneth Cole
Kenneth Cole Productions is an iconic brand and over the years has created progressive, often provocative advertising for which the brand is known.  Our focus is driven by our commitment to our consumer.  A deep connection to those who purchase Kenneth Cole’s products is essential to our growth.  To successfully build our foundation, we must understand our increasingly diverse consumers, the realities of the marketplace, and what sets us apart from the competition to fuel future growth.  This talk will highlight how the Kenneth Cole brand leveraged CRM data to drive a new consumer-centric operating model accelerating a seamless connection across KENNETH COLE’S digital and physical portfolio to power up brand and business.
   
Learn how a retail brand successfully integrated CRM to drive data-driven marketing strategies (with potential upside in using data to reduce workload & automate decision making) at scale with speed

  • Understand the development of automated yet personalized consumer journeys that scale.  For example, build personalized journeys for Full Price Shoppers, Customers who are about to Churn, Loyal Discount Shoppers, High LTV Customers, Shoppers who have Browsed Shoes 2x in the last week, etc.
  • How to measure incremental impact CRM has on customer lifetime value and leveraging A/B testing to optimize accordingly
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TJ Papp

VP, Digital / eCommerce
Kenneth Cole

9:45 am - 10:15 am Keynote Panel Discussion Remix: Content Is King: How To Get Creative With Your Email Messaging To Drive Loyalty & Revenue

Phil Irvine - Director, CRM The Bouqs Company Matt Harris - Co-Founder & CEO Sendwithus
Explore new and alternative types of content generation to integrate into your email program and discuss ways in which you are using content to engage your customers. Get insight into how a diverse group of brands are:

  • Examining alternative types of content generation (outside of blogs, etc.) to integrate into your email program 
  • Using UGC in the best way possible (how to best use what your customers are already giving you) 
  • Using content to drive click-throughs (not just opens) 
  • Training your customers to engage with your content, even if that doesn’t lead to a sale every time 
  • Thinking more strategically about who you are targeting with the content and why 
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Phil Irvine

Director, CRM
The Bouqs Company

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Matt Harris

Co-Founder & CEO
Sendwithus

10:15 am - 10:25 am Roundtable Host Introductions

Each table is moderated by a Sponsor Executive & Retail Client with 5 Rotations & 20 minute discussions.

Table #1: Topic: Making Gains: How to Achieve Your Retention and Fitness Goals
Moderators: Paul Pender, eCommerce Marketing Manager, Asics
Jen Capstraw, Director, Strategic Insights & Evangelism, Iterable

Table #2: Putting Control Back In The Hands of the Marketer:  Strategies To Reduce Churn & Increase Revenue
Moderator: Ben Kruger, Data Insights Strategist, Bluecore

Table #3: Topic: Designing Marketing Experiments: The Scientific Way to Measure Marketing Effectiveness
Moderator: Agathe Westad, New Business and Business Development, North America, Optimove

Table #4: Topic: Where Is Your Revenue Coming From?
Shane McWilliams, Director of Business Development, BounceX

Table #5: Topic: Why Every Marketer Should Care About Identity Based Marketing
Moderator: Craig Belhumeur, Vice President, Business Development, 4Cite

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Agathe Westad

New Business Manager,
Optimove

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Shane McWilliams

Director of Business Development
BounceX

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Paul Pender

eCommerce Marketing Manager
Asics

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Jen Capstraw

Director, Strategist & Evangelism
Iterable

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Ben Kruger

Data Insights Strategist
Bluecore

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Craig Belhumeur

Vice President, Business
4Cite

11:25 am - 11:55 am Coffee & Refreshments

11:55 am - 12:20 pm Keynote: Examining New Customer Acquisition Strategies To Get (And Keep) New Customers

David Wolfe - Head of Growth, Chief Product Officer Goldbely.com
Goldbely is an online marketplace specializing in regional foods crafted by local food purveyors from across America. With all of the options available for online delivery today, how does Goldbely keep their customers coming back? Hear about some of the unique marketing strategies they are using drive retention and overall customer lifetime value.
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David Wolfe

Head of Growth, Chief Product Officer
Goldbely.com

12:20 pm - 1:00 pm Continuation Of Interactive Roundtables

Each table is moderated by a Sponsor Executive & Retail Client with 5 Rotations & 20 minute discussions.

Table #1: Topic: Making Gains: How to Achieve Your Retention and Fitness Goals
Moderators: Paul Pender, eCommerce Marketing Manager, Asics
Jen Capshaw, Director, Strategic Insights & Evangelism, Iterable

Table #2: Putting Control Back In The Hands of the Marketer:  Strategies To Reduce Churn & Increase Revenue
Moderator: Ben Kruger, Data Insights Strategist, Bluecore

Table #3: Topic: Designing Marketing Experiments: The Scientific Way to Measure Marketing Effectiveness
Moderator: Agathe Westad, New Business and Business Development, North America, Optimove

Table #4: Topic: Where Is Your Revenue Coming From?
Shane McWilliams, Director of Business Development, BounceX

Table #5: Topic: Why Every Marketer Should Care About Identity Based Marketing
Moderator: Craig Belhumeur, Vice President, Business Development, 4Cite

1:00 pm - 2:00 pm Lunch For All Attendees

2:00 pm - 2:20 pm Fireside Chat: Driving Customer Engagement Through The Use of ChatBots

Abhishek Shastry - Group Product Manager, Shopping Experience Dell.com
As machine learning continues to become more sophisticated and accessible, applications for this technology continue to crop up. Chatbots have huge potential for retail and they are being  adopted with various degrees of success. Hear how different brands deploying ChatBot in an effort reduce costs while improving the customer experience. Panelists will discuss strategies for:

  • Determining if ChatBots are really worth the investment, will it result in cost-savings? 
  • Assessing the risks to the customer experience and determining how to improve 
  • Shaping your ChatBot strategy—What are the goals? 
  • Assessing how Chatbots might fit into your current business model 
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Abhishek Shastry

Group Product Manager, Shopping Experience
Dell.com

2:20 pm - 2:45 pm Case Study Remix: Lessons Learned From Building A Retention Marketing Team From The Ground Up

Ben Clark - VP, Customer Retention SeatGeek
Hear SeatGeek’s experience of building up their retention marketing team. Ben Clark, VP, Customer Retention, will provide insight into what their retention marketing tech/analytics stack looks like and ideas around:

  • Analyzing the dynamic of personalization/discovery
  • Assessing the interface between product and marketing 
  • Approaching attribution under this new team structure 

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Ben Clark

VP, Customer Retention
SeatGeek

2:45 pm - 3:20 pm Afternoon Coffee & Refreshments

3:20 pm - 3:45 pm Case Study Remix: Tailoring Your Loyalty Programs To Retain Customers Long Term

Maquel Shaw - Chief of Staff, Marketing Overstock
Overstock.com's Club O program is a study in the importance of continual evolution to meet consumer needs, keep up with competition, and stay relevant in an ever-changing industry. Maquel Shaw, Marketing Leader, will walk you through strategies for:

  • Building loyalty through the customer experience
  • Guiding customers down the path to loyalty
  • Maintaining relevance with your loyalty program 

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Maquel Shaw

Chief of Staff, Marketing
Overstock

3:45 pm - 4:15 pm Panel Discussion Remix: Strategies For Measuring And Increasing Customer Lifetime Value

Caroline Culbertson - Director Of Marketing Betabrand Yoav Susz - VP Revenue Optimove Howard Blumenthal - VP, eCommerce Brookstone
It’s no secret that predicting a customer's lifetime value can be extremely important to retail brands who want to acquire the right customers and can be critical to understanding the current and future success of your business. Panelists will explore ideas for:

  • Looking at CLV across all touch points/your entire platform 
  • Leveraging machine learning to predict how likely a customer is to churn or purchase again 
  • Determining cost to acquire over lifetime value—where do you net out? 

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Caroline Culbertson

Director Of Marketing
Betabrand

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Yoav Susz

VP Revenue
Optimove

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Howard Blumenthal

VP, eCommerce
Brookstone

4:15 pm - 4:30 pm Conclusion Of The Customer Retention Summit

4:30 pm - 5:30 pm Retailer-Only Speed Dating: Bring Your Business Cards - You'll Need Them! Think speed dating (without the date)! This fun session lets you meet a load of new and interesting people before the main conference kicks off. Grab a glass of wine or a cold beer and get your business cards ready!

Think speed dating (without the date)! This fun session lets you meet a load of new and interesting people before the main conference kicks off. Grab a glass of wine or a cold beer and get your business cards ready!

5:30 pm - 7:30 pm Welcome Reception At The New England Aquarium

Kick off your week in Boston by enjoying delicious food,cocktails and a beautiful view of Boston’s historic harbor and skyline before
heading inside for an evening full of wonder with full access to the aquarium!

6:30 pm - 6:30 pm Registration Closed