August 19 - 22, 2019
The Sheraton, Boston
Day 1: Always On: Omni-Channel And The Connected Customer
It’s time for the main event. Our morning speakers are revolutionizing retail, and share their tactics around growth, disruption and unified commerce. Here you’ll gain fresh ideas to really drive sustainable growth for your retail business.
7:25am - 7:55am
- Registration Open In The eTail Hallway, Sponsored By Zaius
- Expo Open! Join For A Grab And Go Breakfast
8:40 am - 9:05 am Today’s Omni-Organization: Putting The Customer Front and CenterSharon Leite - CEO, The Vitamin Shoppe
Learn from Sharon how to redefine the omni-channel experience to meet the modern consumers’ expectations. She presents forward-thinking tactics for a customer-first organization, and how to differentiate through personalization, education, and expertise.
The Vitamin Shoppe
9:05 am - 9:30 am Keynote Fireside Chat: Building Momentum To Empower Global Customers To Live Happy And Healthy LivesAnne D'Innocenzio - Retail Reporter The Associated Press Muhammad Shahzad - CFO, The Honest Company
Since 2014, Muhammad has steered The Honest Company, the baby and beauty products company, to exponential growth through strategic investments and retail partnerships. The Honest Company continues to prioritize technology that helps connect with customers seamlessly, accelerate R&D and now aims to expand distribution on a global scale.
Learn from Muhammad and his vision to lead The Honest Company’s strategic shift from eCommerce to an omnichannel brand, all while ensuring its mission is at its core: to empower people to live happy and healthy lives by offering better-for-you baby and personal care products around the world.
The Honest Company
Anne D'InnocenzioRetail Reporter
The Associated Press
9:30 am - 10:00 am Grand Opening Welcome Party In The Expo!
Join the buzz with and explore all the tech that is going to make your eCommerce business the best.
9:30 am - 10:00 am First Timers at eTail Meet-Up!
First Time at eTail? Meet in the Social Lounge in the Expo!
10:00 am - 10:25 am Keynote Panel Discussion: Omni-Channel Is Table Stakes—What Are You Serving?Lockie Andrews - Chief Digital Officer, UNTUCKit Behzad Soltani - Chief Digital Officer, Movado Group, Inc Chris Hardisty - VP, Retail & Digital, Lacoste Meera Murthy - VP of Strategy, Evergage
Omnichannel is an obvious! Join these executives to learn tactics that are your best opportunities to connect with customer and ensure you are giving a top, seamless experience by:
• Adopting best tech to ensure digital connections are maintained and ensuring omni-channel is truly frictionless
• Best uses of AI and how to better understand the customer’s buying habits across channels
• Unlocking the right data to reinvent and enhance customers experiences while removing barriers to entry for discovery and buying and/or roadblocks to interactivity
• Concierge-like services and conveniences—how flexible are customer expectations for delivery options
Lockie AndrewsChief Digital Officer
Behzad SoltaniChief Digital Officer
Movado Group, Inc
Chris HardistyVP, Retail & Digital
Meera MurthyVP of Strategy
10:25 am - 10:45 am Salesforce Keynote
Executive Presenter, Salesforce
10:45 am - 11:10 am Keynote Fireside Chat: Attracting A Customer Who's Inherently Not Looking For YouElizabeth Segran - Staff Writer Fast Company Amanda Tolleson - Chief Customer Officer, Birchbox
Birchbox and Walgreens recently announced a strategic collaboration that will combine Walgreens convenient store footprint and beauty experience with Birchbox’s prestige brands and unique merchandising perspective. Join Amanda as she presents a different type of retail experience – one that is holistic, seamless and designed to help shoppers make informed, confident decisions.
Amanda TollesonChief Customer Officer
Elizabeth SegranStaff Writer
11:10 am - 11:40 am Healthy Morning Rejuvenation Refreshment Break In The Expo!
Fuel up for an awesome three days starting this healthy snack break.
11:10 am - 11:40 am Marathoners Meet-Up!
The Boston Marathon Finish Line is right near us on Boylston Street- organize a run group in the Social Lounge to cross it and feel the glory!
11:40 am - 12:05 pm Keynote Panel Discussion: Keep The Customer At The Center Of Your Omni-Channel WorldStacey Renfro - EVP, Chief Digital and Customer Experience Officer, The Vitamin Shoppe Erin Condon - VP, Front Store and Omnichannel Marketing, CVS Health Jessica Davidoff - CEO, State Bags Jason Roussos - SVP of Strategy, Adlucent
Customers do not see channels as separate and expect a seamless journey. They also expect to have control over their shopping experiences. Younger buyers (ie, Millenials and Gen Z’ers) are particularly more vocal as to how they like to be catered to—they feel the opinions really matter—and retailers need to be listening. The executives on this panel keep a keen eye in path to purchase, and share how their omni experiences are elevated:
• All hands on tests: tactics to ensure that a great customer experience in a multi-channel world is provided
• Deciding which are the best products, measurement tools for a top CX and how to align strategies with partners
• Sticking with one message and not being everything to everyone: broadcasting what your brand’s key differentiators are
Stacey RenfroEVP, Chief Digital and Customer Experience Officer
The Vitamin Shoppe
Erin CondonVP, Front Store and Omnichannel Marketing
Jason RoussosSVP of Strategy
12:05 pm - 12:25 pm The Truth About Retail PersonalizationErik Archer Smith - Marketing Director of Data, Treasure Data
For the last several years, pundits have predicted that THIS would be the year mass personalization takes off. Industry giants like Facebook and Amazon have been held up as shining examples of how to personalize at scale. But is this level of personalization really needed for all companies on all channels? In this talk Erik shares the personalization industry benchmarks collected from marketing leaders from global retail companies to help better define what's working, what's not, and provide practical next steps for retailers trying to personalize digital and physical customer experiences:
- In Review: the technology trends behind efforts to personalize the retail shoppers journey
- Cutting edge tactics for blending online + offline data sets
- Original research and benchmarks from global retailers about what's working and what's not in retail personalization tactics
Erik Archer SmithMarketing Director of Data
12:25 pm - 12:50 pm VC Keynote Panel Discussion: How Founders And Funders Are Taking Charge Of Tech InfluenceNatalie Hwang - Managing Director and Head of Simon Ventures, Simon Ventures Lee Hower - Co-Founder & Partner, NextView Ventures David Goldberg - General Partner, Corigin Ventures
This is your chance to get a handle on the next big thing in retail and technology. Where are VC’s investing and why? Hear more about which trends they are bullish about and where they wish they had invested. Panelists will:
• Discuss continuing an ecosystem of new ideas and products
• Advise what VCs are looking for in the next big idea
• Give insight as to how VCs are aiding in start-ups and giant companies working together
Natalie HwangManaging Director and Head of Simon Ventures
Lee HowerCo-Founder & Partner
David GoldbergGeneral Partner
12:50 pm - 1:50 pm Meet And Greet Lunch For All Attendees
Make new connections, sit with new friends and let all the learnings from the morning really sink in!
12:50 pm - 1:50 pm Invitation Only Private Workshop & Lunch Hosted By Salesforce
12:50 pm - 1:50 pm Invitation Only Private Workshop & Lunch Hosted By Selligent Marketing Cloud
Track A: Partnerships & Marketplaces For Global Growth1:50 pm - 2:00 pm Chairperson’s Opening Remarks
Track B: Omni-Channel Optimized1:50 pm - 2:00 pm Chairperson’s Opening Remarks
Track C: Boosting CX With Personalization1:50 pm - 2:00 pm Chairperson’s Opening Remarks
Track D: Retailer Only Connections1:50 pm - 3:10 pm C-Suite Retreat: Enjoying The Ride Of Digital Transformation Buddy Teaster - CEO, Soles4Souls
(Invitation only, retailer only. To RSVP, contact Megan.Kessler@wbresearch.com)
As an executive leader, don’t need to be a futurist to lead digital transformation…but you do need fervor. During this C-level panel, learn how these executives are motivating their teams to crack challenges, and go the extra mile in the short term to win the reward in the long term.
Track A: Partnerships & Marketplaces For Global Growth2:00 pm - 2:20 pm Supercharging Marketplace Merchandising With Machine Learning Chris Homer - Co-Founder & CTO, thredUp
Managing the merchandising decisions across a 2 million (growing to 4 million) SKU two-sided marketplace would be unwieldy…except thredUP can handle it with the tools and systems thredUP it built. Throughout this session, learn the different approaches thredUP is taking, as well as the experiments and the learnings from scaling the marketplace to handle millions of items inbound and out every month. Chris shares how thredUP is leveraging their vast Data Lake, Spark and Machine Learning to:
• Attract amazing inventory from suppliers
• Price & clear items effectively to delight customers & maximize turns
• Promote and surface the right inventory to the right customer at the right time
Chris HomerCo-Founder & CTO
Track B: Omni-Channel Optimized2:00 pm - 2:20 pm Translating A Legacy Of Service Into An Omnichannel World Stuart Benzal - VP, Omni Channel Customer Care, Hudson's Bay Company Rob Rutledge - VP, Operations and Customer Experience, Hudson's Bay Company
Stuart and Rob create distinctive customer experiences across the broad portfolio of HBC business units (Saks Fifth Avenue, Lord & Taylor, Hudson’s Bay, and OFF5th. Their teams are creating the future of HBC at a time of unparalleled disruption to achieve the full potential of omnichannel—HBS is moving from brick and mortar experience to a journey that uses human-centered design principles to translate a legacy of service to digital customers wielding authority and power to modulate control in customizing every aspect of the experiences they crave. Join this session to gain actionable insights as to how HBC has achieved over $10M in savings whilst simultaneously improving CSAT 20%:
• Knowing how to use customer journeys to understand high impact opportunities
• Leveraging voice of the customer data to accelerate your transformation
• Understanding the cultural complexity of a CX first transformation
Stuart BenzalVP, Omni Channel Customer Care
Hudson's Bay Company
Rob RutledgeVP, Operations and Customer Experience
Hudson's Bay Company
Track C: Boosting CX With Personalization2:00 pm - 2:20 pm How Rent The Runway’s Unlimited Subscription Model Is Changing CX Hampton Catlin - VP of Engineering, Rent The Runway
When Rent the Runway launched the company’s Unlimited program, a monthly subscription, the showrooms didn’t play a big role in the business model. But now, the company is honing in on best uses of connected commerce, listening to customer demand, and letting the customers “run the show” so people can get in and out. Discover the tech Hampton and team are deploying to bolster omni- interactions and how data is being harnessed to build CLV.
Hampton CatlinVP of Engineering
Rent The Runway
Track A: Partnerships & Marketplaces For Global Growth2:20 pm - 2:40 pm Innovative Tech Presentation
Track A: Partnerships & Marketplaces For Global Growth2:40 pm - 3:10 pm Lightning Round: Staying On Amazon’s Good Side Mike Zhang - Founder/CEO, Fenrici Brands Holly Ramer - Sr. Director of eCommerce, SharkNinja Gary McEldowney - Marketplace Channel Manager, Aidance Skincare
During this panel, get a quick A checklist assessing the risks & rewards of partnering with the largest marketplace. The executives give you their best tactics to:
• Control pricing through channel partners—balancing your bottom-line
• Track counterfeits—what you need to do to ensure your brand image is not ruined
• Use marketplaces as a discovery tool and tracking the leap to your branded side
o Ensuring content is fresh descriptions are focused
• Ensure you are hitting Amazon’s metrics for shipping for guaranteed delivery
o What to do if you are in peak seasons to ensure all orders are fulfilled to Amazon’s liking
Holly RamerSr. Director of eCommerce
Gary McEldowneyMarketplace Channel Manager
Track B: Omni-Channel Optimized2:20 pm - 2:40 pm 5 Marketing Predictions For The Next 5 Years
Predictions used to be a corny ploy to get people to buy a tabloid. They were based on dreams and the alignment of the stars, if they were based on anything tangible at all. Today we’ve developed machines that learn how to accurately predict what customers really want, based on real data for each individual. Over the next five years, we will see the digital landscape change even more, and only through looking ahead can we make sure we’re not left behind. This rapid technology growth impacts marketers in a profound way. We know that human-driven personalization does not scale. Just as machine learning has made it easier for marketers to deal with mountains of data, there are technologies being developed and leveraged right now that will further help marketers and customers engage in a way that they both benefit from.In this presentation, we will look ahead to identify the trends and tech that are most likely to survive the hype cycle and become the must-haves of the near future. We’ll discuss five predictions we believe marketers should prepare for in the next five years.
Track B: Omni-Channel Optimized2:40 pm - 3:10 pm Panel Discussion Remix: Taking Advantage Of Connected Consumers (And Enabling Connected Commerce) Ashley Wahl - Web, E-commerce & Digital Manager, IKEA Chris Hasek-Watt - Founder, Rotarity Alison Stiefel - VP of Marketing, ShopStyle Peyman Zamani - CEO, Logicbroker
55% of retailers consider optimizing CX a top priority. From front to back end systems—ie web platform to inventory management—the customer wants the journey to be efficient and fast. With retailers catering to customers’ shopping habits across devices and preferences, we are seeing companies becoming more loyal to customers VERSUS customers being loyal to companies. Learn how to:
• Be empowered by mobile and online opportunities to connect with customers
• Showcase products in new ways to customers
• Look at connected home environment tools—how you can best market your products for the futuristic home
• Shuffle through the explosion of structured and unstructured data from online and in-store devices: what to do with it? What big data tools do you need?
Ashley WahlWeb, E-commerce & Digital Manager
Alison StiefelVP of Marketing
Track C: Boosting CX With Personalization2:20 pm - 2:40 pm Innovative Tech Presentation
Track C: Boosting CX With Personalization2:40 pm - 3:10 pm Creative Director And Branding Panel: How Data Is Curating Content And Creative Katie O'Brien - Head of Creative, Lifestyle Brands, Wayfair Stacie Santana - Director, Creative Services, The Home Depot
The executives who oversee creative have the challenge of balancing a clear message with cutting-edge ideas. With so many entry points to connect with the customer, brands must be innovative yet disciplined; messages across channels need to surprise and delight, inform and entertain—these panelists will do just the same as they discuss their experiential marketing tactics, curated by data:
•Bridging quantitative and qualitative data to build creative campaigns
•Ensuring data does not curb creative but enhances it
•How to trust the data to build automated creative campaigns—can you automate your creative vision?
•Catching the attention of your audience—analyzing what points of digital campaigns are the make or break points
Katie O'BrienHead of Creative, Lifestyle Brands
Stacie SantanaDirector, Creative Services
The Home Depot
3:10 pm - 4:00 pm Frosé Happy Hour Networking Break In The Expo
If it’s summer, it must be rosé season! Cool off with this delectable drink.
3:10 pm - 4:00 pm Sneakerhead Meet-Up!
Meet in the Social Lounge in the Expo and check out each others’ kicks; share your strategies to get the latest sneaker styles!
4:00 pm - 5:00 pm Invitation Only Bourbon Tasting Hosted By Iterable
Track A: Partnerships & Marketplaces For Global Growth4:00 pm - 4:20 pm How To Tap Into Africa’s $300bn Online Market Chris Folayan - Founder, MallForAfrica
Africa is the fastest growing online eCommerce user penetration in the world; and by 2025 Africa's eCommerce revenue will be above $300bn. How will you be connecting with this emerging market, especially as emerging markets will contribute 900 million users by 2022? Uncover avenues to connect with the 90% of internet users will be from emerging markets in the next 3 years by:
• Understanding eCommerce in Africa
• Expanding into Africa with minimal risk
• Doing business in Africa pitfalls, hurdles and successes
Track A: Partnerships & Marketplaces For Global Growth4:20 pm - 4:35 pm Innovative Tech Micro-Session
Track A: Partnerships & Marketplaces For Global Growth4:35 pm - 5:00 pm eTail Tonight: Global Perspectives: Adopting Your User Experience Based On Region Diana Stuparu - Head of eCommerce, Bose Brian Best - Head of eCommerce, North America, G-STAR RAW Keiko Osada - Head of eCommerce, North America, The Kraft Heinz Company
With a borderless web, and customer convenience at an all time high, how are you managing current and potential customers’ expectations? And where might the best region be for you to expand to? The leaders on this panel discuss:
• Where eCommerce is booking: which developing countries your business needs to focus on now
• Conducting accurate research and developing KPIs for your global eComm initiatives
• Marking your global footprint: adjusting the digital experience based on region
o What is valued in the different cultures and highlighting that online
o Accurate translations online
o Providing a localized payment method
Diana StuparuHead of eCommerce
Brian BestHead of eCommerce, North America
Keiko OsadaHead of eCommerce, North America
The Kraft Heinz Company
Track B: Omni-Channel Optimized4:00 pm - 4:20 pm Where Walmart And VR Intersect: How Immersive Media Is Supporting Omni-Channel Experiences Brock McKeel - Senior Director of Operations, Walmart
Brock McKeel and his team are helping Walmart’s 1.4 million store associates better serve their customers through augmented and virtual reality. Discover what tech Brock tested to build practical uses of this “buzzy” tech, and how new interactive, omni experiences are erasing distance, removing barriers and exceeding customer’s expectations.
Brock McKeelSenior Director of Operations
Track B: Omni-Channel Optimized4:20 pm - 4:35 pm Innovative Tech Micro-Session
Track B: Omni-Channel Optimized4:35 pm - 5:00 pm Lightning Round: How AI Continues To Change Omnipresent Omni-Channel Strategies Christina Thorpe - Director, Product Management, Customer Experience, Gap Jason Jabaut - Sr. Director of eCommerce, Fleet Feet Nakul Vyas - Americas Head for Digital, Data & Analytics, Innovation, GSK Consumer Health Care, GSK
Learn from these elite panelists how AI is improving their retail omni-channel abilities and accuracies. They give you their quick wins so you, too can ensure your earned data as part of today’s retail DNA:
• How AI is being programmed to predict customer journey and buying habits of the customer
• Ensuring the human factor remains in omni-digital transformation
• Adapting omni-channel experiences as customers continue virtual assistant usages
• AI analysis as part of creative – how it is changing marketing’s process
Christina ThorpeDirector, Product Management, Customer Experience
Jason JabautSr. Director of eCommerce
Nakul VyasAmericas Head for Digital, Data & Analytics, Innovation, GSK Consumer Health Care
Track C: Boosting CX With Personalization4:00 pm - 4:20 pm Top Ten List: 10 Best Practices for Building Great Customer Experiences David Levin - VP, Customer Experience & Digital Innovation, Bob's Discount Furniture
Your brand is no longer defined by your marketing. It’s defined by your customer experience. This isn’t such a novel or controversial notion. As common wisdom goes, great marketing can’t save a bad brand. Plus in the age of Amazon driving brand erosion, it’s become critically important for marketers to provide compelling customer experiences in order to stand out. This discussion will address:
• 10 customer experience best practices to inspire your strategy
• Examples of how leading brands have employed these CX best practices to differentiate
• Ideas that you can apply to your strategic planning, as well as to in-store and online tactics
David LevinVP, Customer Experience & Digital Innovation
Bob's Discount Furniture
Track C: Boosting CX With Personalization4:20 pm - 4:35 pm Innovative Tech Micro-Session With Iterable
Track C: Boosting CX With Personalization4:35 pm - 5:00 pm Panel Discussion: How Supercharged Data Is Creating Super VIP Loyalty Programs Lisa Erickson - Sr. Director - CRM & Loyalty, Sleep Number Andrew Blachman - COO, Tophatter Allie Donovan - Director of CRM & Retention, Boxed
Customers want to readily connect with their favorite brands. So which digital tools are you using that assess your top data to create seamless experiences and ensure loyalty? More over, is your loyalty program stale? Learn from this panel to go beyond discounts to make loyalty fun, and drive customers to buy:
• Using AI-infused data to mold new loyalty marketing strategies
• Focusing on better targeted messages based on segmentation
• Deploying loyalty messages across email and social media
• Creating a loyalty ecosystem: What exclusive offers and early access opportunities customers are now flocking to
Lisa EricksonSr. Director - CRM & Loyalty
Allie DonovanDirector of CRM & Retention
Track D: Retailer Only Connections4:00 pm - 5:30 pm The Disruptor Diaries Adam Callinan - Co-Founder & CEO, BottleKeeper Olivia Landau - Co-Founder & CEO, The Clear Cut Kyle Simon - Co-Founder & COO, The Clear Cut Adam Tishman - Co-Founder, HelixSleep
During this story telling session, hear about and learn from the highs, lows, and hustle of the Founders of three Disruptive Companies:
• Adam Callinan, Co-Founder & CEO, BottleKeeper
• Olivia Landau, Co-Founder & CEO, The Clear Cut
• Kyle E. Simon, Co-Founder & COO, The Clear Cut
• Brian Jeong, Co-Founder & CEO, Hawthorne
Adam CallinanCo-Founder & CEO
Olivia LandauCo-Founder & CEO
The Clear Cut
Kyle SimonCo-Founder & COO
The Clear Cut
5:00 pm - 5:00 pm Conclusion Of Day One & Expo Closes
5:00 pm - 7:00 pm The eTail Party Continues Boston Public Market
Shuttles provided in front of Sheraton Lobby, starting at 5:00.
Go local and experience Boston’s finest market designed to showcase the variety and quality of food grown, produced or caught throughout New England; with energizing entertainment, you can’t miss strolling through to sample everything from lobster to lagers!