Main Day Two: Wednesday, August 14, 2024

It’s no secret that IKEA is a global powerhouse, reporting revenue of over 50 billion last year. But, what is the secret behind this exceptional growth?Hear from CDO of Ikea North America, Amanda Effron as she talks through the ways in which IKEA continues to innovate and create unique, fun and seamless shopping experiences for their customers. Review ideas for: 

• Cultivating a culture of flexibility and adaptability and being open to adjusting strategies, product offerings, and operational processes in real-time 
• Investing in the latest technology to enhance operational efficiency and meet ever-evolving customer demands 
• Adopting a customer-centric approach to drive loyalty and gain valuable insights that inform decision making 
• Staying open to new opportunities like diversifying revenue streams or embracing new business models

Amanda Effron

Chief Digital Officer
IKEA U.S.

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Nearly 1 in 4 adults has reported feeling lonely, which can be a result of rapid social change and increased dependence on technology and social media. Juliet Scott-Croxford, the President of North America for Brompton Bicycle will discuss how Brompton is creating successful customer communities centered around the joy of getting outside and bike riding. Learn what your brand can do to help your customers all while driving business growth. 

Juliet Scott-Croxford

President
Brompton Bicycle

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Join Beric Alleyne, Global Head, Diversity & Inclusion at eBay as he reflects on his experiences in tech and finance and the differences and similarities in processes and approaches. Although eBay has initiated DEI efforts, ongoing leadership is crucial, especially in industries with longer-standing institutions. Discuss the evolving nature of DEI work and the importance of personal dialogues as a catalyst for change.

Beric Alleyne

Global Head, Diversity & Inclusion
eBay

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Presentation 1: 9:45-9:55 

Presentation 2: 9:55-10:05 

Rebecca Rudisch, Co-Founder of Yummers, which offers premium pet food and mix-ins to provide a more well-rounded mealtime experience, will discuss how she and co-founders Jonathan Van Ness and Antoni Porowski of Queer Eye found a white space in the pet food industry to build a successful, national brand. Using consumer insights and findings into changing shopping behaviors, Rebecca can: 

• Chat through the opportunity she saw in the pet food market 
• Share how to break through the digital noise with a unique product, branding, and marketing 
• Discuss the digital/e-commerce strategy used to gain, keep, and connect with customers 
• Highlight Yummers' plans for the future to continue to grow and thrive 

Rebecca Rudisch

Founder & CEO
Yummers

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Executive, Optimizely

The Z Suite is a new, exclusive network of diverse Gen Z students from top schools who serve as one of the most powerful Gen Z voices in the consumer space. Alongside a C-Level retailer, hear their diverse perspectives on the marketing strategies that work for them, their communication styles and more. Expect to hear more about: 

• Innovating to appeal to a younger generation through the use of innovative technologies like AR and AI for personalized shopping experiences 
• Capitalizing on Gen Z and Gen Alpha's digital native status by leveraging social, influencers and interactive content 
• Putting values first and focusing on authenticity, transparency and purposeful branding 
• Ensuring a cohesive/seamless online/offline experience knowing these generations expect flexibility and a consistent brand experience

Presentation 1: 11:20-11:30 

Presentation 2: 11:30-11:40

• Reviewing why you need to start investing in 1P data now due to changes in 3P data and cookies 
• Understanding what Google and Meta want you to believe about their data vs. reality 
• Debunking the mythical “Customer 360” and the secrets to building one to drive outcomes 
• Exploring what the world will look like in 3 years and the huge potential and incredible opportunities with 1P data 

Dr. Jason Davis

CEO and Co-Founder
SimonData

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Hear how Ule Group, The Beard Club and Butcherbox have unlocked the secrets of brand expansion and diversification. Discuss ideas for: 

• Exploring new business models to counter growth challenges related to increased competition and rising prices in various product categories 
• Examining nontraditional offerings or services to diversify your business 
• Expanding to new markets globally, within the US and opening brick and mortar locations to ensure sustained growth and share of market 
• Considering RMNs (Retail Media Networks) as a profitable avenue for engaging consumers and boosting brand awareness, product discovery, and sales 

Denise Foley

EVP, eCommerce
ULE Group

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Stephen Simonis

Chief Revenue Officer
The Beard Club

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Reba Hatcher

Chief Revenue Officer
Butcherbox

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Kelsey Johnson

GM, Retail
Sunday

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• Using active merchandise data to build a personalized experience for each site visitor  
• Determining the right blend of manual and automation 
• Using A/B testing to determine what will resonate best with customers and ultimately increase conversion rates  
• Finding the most relevant visual and textual content to improve your merchandising strategy

Oren Halperin

VP, Digital Commerce
AJ Madison

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The industry is currently saturated with retailers running discount driven rewards programs and automating customer service. While most companies are looking for ways to automate and outsource customer service, Boll & Branch is committing our entire workforce to elevating ordinary transactions into unforgettable experiences through human-to-human connection. 

Learn how we are scaling a hospitality-first loyalty program, that is focused on 1:1 human interactions: 

• Thinking beyond discounts and tiers; focus on omni-services to drive retention rates 
• How to create a culture shift and rally the workforce behind a bigger idea 
• Impacts we are seeing to customer retention and organic/word of mouth 
• How to scale the unscalable 

Anna Esrov

Senior Director, eCommerce & Customer Experience
Boll & Branch

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• Providing tangible, multisensory experiences that leave a lasting impact on consumers 
• Creating gamified environments that reward shoppers for engagement 
• Investigating how these experiences contribute to brand loyalty, advocacy, and  positive brand perception 
• Exploring successful examples from AR and VR to virtual try on, live stream shopping, shoppable video, virtual stores, etc. 

• Creating a strategy to tent pole events like prime day and holiday seasons 
• Examining the biggest opportunities to capture new to brand 
• Identifying your highest traffic times and where you need to focus your efforts 
• Determining your budget, how to update content and creative, what to do on social to drive visits 

Ash McMullen

eCommerce Lead
Advantice Health

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Engaging audiences at every step of their journey is critical to continued loyalty. Hear how Cotopaxi, Kendra Scott and others are rolling out unique and creative content from the awareness stage to conversion and everything in between. 

Discuss ideas for: 

• Exploring  the distinct stages of the marketing funnel, from awareness to conversion, and gain insights into tailoring content strategies that resonates with audiences at each stage 
• Examining the role of persuasive calls-to-action, interactive elements, and user experience to drive conversions  
• Reviewing KPIs and analytics tools to measure the effectiveness of content at each funnel stage  

Stacey Howe

VP, eCommerce
Cotopaxi

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Drianna Smith

Web Merchandising Lead
Kendra Scott

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Jen Partin

Director, Retention Marketing
Hickory Farms

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• Implementing voice activated shopping features enabling consumers to browse, search, and make purchases using voice 
• Ensuring seamless integration with various smart devices, allowing consumers to use voice commands not only for shopping but also for managing smart home devices 
• Using voice commerce to deliver promotions, discounts, and deals, boosting consumer engagement and building loyalty 

• Grabbing the attention of both sellers and customers to stand out among your competitors 
• Defining your marketplace branding strategy  
• Explore how to leverage the power of various marketplace channels to amplify your brand narrative, creating a unified and compelling message across platforms 
• Discuss effective planning techniques to integrate your brand story seamlessly into your overall marketplace strategy, ensuring a cohesive and impactful presence 

Marge Hudson

Director, Brand Marketing & Partnerships
Dia & Co.

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Christine Hart

Key Account eCommerce Manager
US Luggage

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Scott Lester

Senior Manager, Digital & eCommerce
Eos

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TikTok is an incredible way to get in front of a huge number of potential customers across several generations. But it is a unique social platform and only certain content made by certain creators will succeed. Join this panel with several TikTok experts as they walk us through how they’ve come to better understand this channel and showcase their brand on it. Expect to hear about: 

• Understanding the key demographics on TikTok and how to tailor marketing strategies to effectively connect with younger audiences 
• Crafting engaging and shareable content using the creative tools unique to TikTok 
• Navigating TikTok shop capabilities and determining if it’s a go for your brand 
• Developing a comprehensive understanding of best practices for building a successful brand presence on TikTok 

• Understanding the reasons for moving to a composable commerce model 
• Getting an inside look into what a digital transformation looks like in practice 
• Overcoming the inevitable hiccups along the journey 
• Examining the sweeping organization impact the shift to composable will have on your organization 

Hector Almaguer

Senior Software Engineer/CTO
Blindster

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• Determining the right combination for your brand 
• Weighing in on the pros and cons of D2C vs. Wholesale 
• Balancing time and resources across the different models 
• Understanding the risks and rewards associated with being involved in all three in the current environment

Take a deep dive into the world of partnership marketing and sponsorships from both sides of the table. Three years into a partnership with ZippyPaws and NASCAR driver Daniel Suarez, Ashley and Julia have collaborated on countless activations that have been heralded as innovative in both verticals.

Outside of the work they’ve done together, each has extensive experience working with countless other brands and sponsors. They’ll delve into the strategies and collaborations that drive successful brand alliances, offering insights on fostering mutually beneficial relationships for sustained growth in a competitive market.

• Why Brand Sponsorship?
• What makes a successful partnership?
• Communication and collaboration 
• How do you measure success? 
• Horror Stories - We all have them, but what can we learn from them?" 

Ashley Newman

Director, Marketing & Communication
ZippyPaws

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Potential Topics): 

Pick A Table, Bring Your Challenges, Get Solutions (And A Drink!) 

Table 1: Topic Pending 

Host: Vab Dwivedi, VP, eCommerce, Yeti 

Table 2: Turning Customers into Advocates

Host: Nicole Kellner, STATE Bags

Table 3: Navigating Your Retail Career Path  

Host: Paige McCloud, Marketing Manager, Victoria’s Secret

Table 4: SMS Vs. RCS: Mobile Messaging Strategies To Try 

Host: 

Table 5: Fully Embracing A Customer Obsessed Mentality 

Host: Ashley Serotta, Senior Director, Global IT & eCommerce, Revlon

Table 6: Tips for Creating Cohesive Customer Journeys or Tips and Tricks for Selling on Amazon 

Host: 

Other topics: 

Retargeting: Where Does It Now Fit In The Funnel? 

The Benefits of Customer Reviews: Marketing Your Consumers’ Voice And Building Communities   

Navigating Your Retail Career Path 

Tips and Tricks for Selling on Marketplaces 

SMS Vs. RCS: Mobile Messaging Strategies To Try 

Vab Dwivedi

VP, eCommerce
Yeti

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Nicole Kellner

Director, Marketing & eCommerce
State Bags

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Paige McCloud

Marketing Manager
Victoria’s Secret

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Ashley Serotta

Senior Director, Global IT & eCommerce
Revlon

See Bio