eTail Boston 2024
August 12 - 15, 2024
Boston Marriott Copley Place, MA
Main Day 1- August 22nd, 2023
Driving Customer-Centric Retail Innovation
7:15 am - 7:50 am
Expo Open! Join For A Grab And Go Breakfast + Registration Open In The eTail Hallway
7:50 am - 8:00 am
Welcome Address & Opening Ice Breaker
8:00 am - 8:20 am
Keynote Fireside Chat: Becoming A Truly Interconnected, Omnichannel Retailer
Jason Del Rey -
Author,
Winner Sells All
Neelima Sharma -
SVP, eCommerce & Omni Commerce Product & Technology,
Lowe's
Join Neelima Sharma from Lowe’s as she talks through Lowe’s commitment to becoming the most customer-centric omnichannel retailer.
Hear ideas around:
- Exploring emerging technologies to improve omnichannel efforts
- Making strides to better connect the digital and the physical retail environment for the best possible customer experience
- Using data to understand the 360-degree customer view and breaking down internal siloes
- Identifying where to simplify and personalize the experience
8:20 am - 8:35 am
Chairperson’s Remarks
Craig Smith -
Chief Growth Officer,
OuterBox
8:35 am - 9:00 am
Keynote: Winning with Customers By Strengthening Digital Engagement and Differentiating With Digital Tools
Dhriti Saha -
COO,
The Container Store
The Home organization and improvement retail & services industry is undergoing a significant transformation, especially post pandemic environment customer’s expectation has not only changed how they shop but also what they expect from each channel when they are engaging. Customer’s expectations are also exponentially growing from overall digital engagement not only through traditional ecommerce experience but much more so in store. Customer is expecting an elevated experience across all channels whether it is finding the right product, self-servicing capability and wants to get inspired what are the possibilities to complete their current need and next home organization journey. Retailers that are addressing customer needs not only by providing frictionless shopping of regular general merchandizing and curated products but also assisting them in big ticket purchasing decision like custom space.
Review concepts like:
- Ensuring store is providing a much more elevated and connected experience to differentiate and demand higher price than competitors for the relevant solutions.
- Elevating overall engagement across all channels by having “Digital First “mindset
- Always being connected with customers throughout their home organization journey and lifetime events (today and future).
- Unlocking the right self-servicing capability in making purchasing decision simpler and to reduce friction and anxiety throughout their order lifecycle and engagement.
- Leverage the right technology to offer differentiated capabilities that can educate, inspire, and ease customers in finding the right solution and just not “a product”!
- Empowering frontline associates to provide best in class experience as a shopping companion
9:00 am - 9:20 am
Keynote: How Skullcandy Tripled Ecommerce Sales with BigCommerce
Marc Ostryniec -
Chief Sales Officer,
BigCommerce
In today's fast-paced retail landscape, businesses need to be able to move quickly to keep up with customer demands. Legacy ecommerce technology can hold retailers back, as it is often slow, expensive, and difficult to use.
Skullcandy is a leading audio brand that has seen tremendous success in the ecommerce space. In this keynote, we'll discuss how Skullcandy used BigCommerce to transform its ecommerce operations, drive customer-centric innovation — and triple its ecommerce sales. We'll also discuss the importance of choosing the right ecommerce platform for your business.
This presentation is ideal for retailers who are looking to:
- Improve their ecommerce performance
- Launch new products more quickly
- Implement new features that improve the customer experience
- Scale their ecommerce operations
- Save money on IT costs
9:20 am - 9:40 am
Keynote Fireside Chat: Winner Sells All: Amazon, Walmart & The Battle For Our Wallets
Kiri Masters -
Contributor, Host of the E-Commerce Braintrust Podcast,
Forbes
Jason Del Rey -
Author,
Winner Sells All
Join the buzz with and explore all the tech that is going to make your eCommerce business the best.
Innovation Theater In The EXPO:
Grab a seat and some popcorn in a cozy corner of our EXPO to learn about the latest innovations in ecommerce technology and solutions and how they are being leveraged by your peers and competitors.
9:45-9:55: Unlocking Advertising Success: Leveraging Shopify's LTV Data for Effective Campaigns
Learn how successful 7-figure ecommerce brands are maximizing Lifetime ROAS dominating the ad space
Rocco Baldassare, Digital Marketing Expert, Shirofune
Mitsunaga Kikuchi, Founder & CEO, Shirofune
Jonathan Saeidian, Founder & CEO, Brenton Way
10:00-10:10: Creating a Culture of Innovation: How a Composable Approach Fast Forwards Your Business
Brad Buhl, CRO, Broadleaf Commerce
Rob Harbols, COO, Artisan Studios
Head to the EXPO for a book signing of Jason Del Rey’s new book: “Winner Sells All: Amazon, Walmart & The Battle For Our Wallets” and talk books over a few bites! Book quantities are limited!
10:10 am - 10:40 am
Keynote Panel Discussion: Navigating A Sustainable Growth Path In A Competitive Retail Market
Craig Smith -
Chief Growth Officer,
OuterBox
Sara Resnick -
Global Head of Organic Growth & SEO,
Shutterstock
Heather Bennett -
EVP, Marketing & eCommerce,
Michaels, Inc.
Tony DiPaolo -
VP, Retail Solutions,
Manhattan Associates
Balancing profitability and growth is a huge challenge for retailers, especially in an increasingly crowded ecommerce market. In this panel, hear how different retailers are looking at the future of their businesses and determining where to focus their energy with so many competing priorities.
Discuss the key pillars of a successful growth strategy including:
- Embracing technology to streamline operations, enhance the customer experience, etc.
- Improving customer retention and driving growth by focusing on the customer experience
- Implementing sustainable practices to reduce environmental impact and improve reputation
- Diversifying products and services to meet changing customers needs and stay competitive
10:40 am - 11:00 am
Fireside Chat: Transforming First-Time Buyers into Brand Devotees: How Relevant Experiences Foster Customer Engagement
Jackie Rousseau-Anderson -
Chief Revenue Officer,
BlueConic
Sue Beckett -
SVP, Digital Marketing & eCommerce,
Lovesac
In this session, we'll explore how Lovesac uses unified data to better engage with customers through innovative marketing initiatives that bridge online and in-person channels. You’ll gain valuable insights into the evolving customer engagement landscape and the power of first-party data to both delight customers and deliver results for your business.
11:00 am - 11:20 am
Keynote: D2C in 2023: What You Need To Know To Grow
Matthew Mueller -
CEO,
Knot Standard
- Looking beyond product-market fit: discovering unmet needs your product or service offers to customers and how to communicate it in a way that meaningfully connects with them
- Creating a brand that incorporates social impact for the short-term and long-term
- Building a customer-centric operation to increase orders, decrease returns and add circularity
- How to use social commerce in a way that works for your brand
- Exploring potential ways to scale your DTC brand into a new B2B audience
Innovation Theater In The EXPO:
Grab a seat and some popcorn in a cozy corner of our EXPO to learn about the latest innovations in ecommerce technology and solutions and how they are being leveraged by your peers and competitors.
11:20-11:30: Unlocking the Power of Store Credit: Innovative Ways to Supercharge Your Business
Rise.ai provides comprehensive Store Credit & Gift Cards management for eCommerce leaders such as Skims, Allbirds, Vuori, Dr. Squatch, Princess Polly, Fenty Beauty, True Classic, and Kinx - empowering them to cultivate holistic retention strategies. Rise.ai’s platform facilitates tailored engagement workflows, covering loyalty, cash-back rewards, refunds, compensations, and unique gift card experiences. With seamless integration into your tech stack, Rise.ai customizes rewards based on customer interactions, offering a unified digital wallet for easy redemption and ultimately enhancing customer lifetime value.
Sam Gosling, Product Manager, Rise.ai
11:35-11:45: Boost shopper conversion on social with Buy with Prime and 1440
How would a 25% increase in conversion rate impact your business? Join our session to learn more about Buy with Prime and how to add and optimize Buy with Prime on your ecommerce site. Our partner 1440 will share how their customers are using omnichannel social and conversational commerce to drive results for Buy with Prime brands.
Jon Jessup, Founder & CEO, 1440
Derek Majewski, Partner Development Manager, Amazon Buy with Prime
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!
11:50 am - 12:20 pm
Keynote Panel Discussion: Increasing Transparency And Authentically Connecting With Today’s Value Driven Consumer
Craig Smith -
Chief Growth Officer,
OuterBox
Kaylin Durham -
CMO & CDO,
The Aaron's Company
Shardé Marchewski -
Head of Supplier Diversity,
Wayfair
Monica Royer -
Founder & CEO,
Monica + Andy
Blake Hall -
CEO,
ID.me
Today’s customer is looking to buy from brands who are authentic and transparent, so this should be at the forefront of marketing messages and other customer engagement methods. Further, Generation Z is very in tune with this kind of messaging, and they know when a brand is behaving inauthentically. Bottom line: there needs to be new ways of thinking about content for connection and keeping it real…and keeping it real means having an authentic voice that connects with the core customer. Hear from a diverse group of panelists as they share the ways that they are embracing transparency and authenticity at their organizations. Expect to hear:
- Using meaningful messages to connect with value-driven customers
- Ensuring your entire organization is on board with your brand mission and vision
- Finding the best ways to showcase your values to the public including identifying which channels work best
- Including your customers on this journey and inviting them to be a part of the community you are building
- Embracing authenticity and expressing it across all channels and across all content sources
12:20 pm - 12:40 pm
Keynote Case Study: Use AI to Convert Anonymous Consumers In A Privacy-First World
Jason Seeba -
CMO,
Session AI
What if you could predict who will buy, who won’t buy, and who needs a nudge before they leave your site? New advances in AI are unlocking new ways to predict purchase intent in as little as 5 clicks. Smart marketers are using AI to reduce their reliance on promotions and drive margin – while people are still on their site. All without any customer data.
Hear about what in-session marketing means for the smartest people in e-commerce – and how some of the world’s biggest brands are rushing to get it in by Black Friday
12:40 pm - 12:55 pm
Keynote Panel Discussion: Customer Acquisition Strategies In The New Era of Privacy and Rising Costs
Craig Smith -
Chief Growth Officer,
OuterBox
Vince Riggio -
VP, Retail,
Extole
Mark Bietz -
CMO,
FUN.com
Tyler Fairchild -
Managing Director,
Courser
Jamie Lee -
VP, eCommerce,
Vital Proteins
- Investing in personalized marketing and advertising campaigns that focus on the needs and preferences of individual customers
- Building relationships with existing customers while finding new ways to reach potential customers given privacy regulations and rising ad costs
- Increasing brand awareness and reputation through social media and other online channels
- Leveraging partnerships and collaborations with other brands and influencers to reach new audiences
During this lunch we will explore the topic of bridging the gap between merchandising and personalization and discuss how the role of merchandisers has evolved over time to encompass the entire customer experience. In this session with Bloomreach strategists Roxy Couse and Sam Laurin, we’ll discuss how you can use the power of AI-driven technology to help you deliver hyper-personalized experiences — all while optimizing your merchandising strategies. Join us for:
- Ways to bring together product and customer data
- Insights into what the future could look like given emerging technology
- Useful best practices
We look forward to bringing together industry leaders to exchange ideas, insights, and experiences. Together, we can unlock the true potential of personalized merchandising and shape the future of the retail industry.
During this exclusive wine & dine lunch with Intellimize, you’ll have the opportunity to discuss with your peers how AI is impacting marketing leaders in retail.
73% of consumers expect brands to understand their unique needs and expectations. Therefore, brands need an effective and sustainable way to scale their marketing efforts. That's where AI comes in.
Join Intellimize CMO and VP of Customer Success to discuss how and why you should use AI in your marketing programs. Learn how your peers are using AI technology and get inspiration for how to incorporate it into your own marketing strategy.
Take a peek out of the GenAI dust cloud for a landscape review of use cases & categories largely created this year. Which of these are risky or even snake oil? Which are the lowest hanging fruits that everyone will be looking to pick? When and how could GenAI completely transform buying and selling online?
This discussion will be led by Max Bennett. Max is the Co-Founder & CEO of alby, former Co-Founder & Chief Product Officer of Bluecore, Forbes 30 under 30, and author of “A Brief History of Intelligence”.
Attendees of this session will enter for a chance to win a new 10th generation iPad.
1:10 pm - 2:10 pm
Meet and Greet Lunch For All Attendees
TRACK A: Customer Insights, Data & Privacy
2:10 pm - 2:20 pm Chairperson’s Opening RemarksTRACK A: Customer Insights, Data & Privacy
2:20 pm - 2:45 pm Presentation: How Becoming More Data Driven Helped Us To Achieve Our Omnichannel Goals Nabin Ghimire - Director of Analytics & Optimization, Global eCommerce - Direct to Consumer, Newell Brands
Nabin Ghimire
Director of Analytics & Optimization, Global eCommerce - Direct to ConsumerNewell Brands
TRACK A: Customer Insights, Data & Privacy
2:45 pm - 3:05 pm Case Study: Digital Then Print: Discuss a Digitally Native Brand’s Journey into Traditional Print Marketing Brian Delaite - SVP, Marketing Solutions, LS Direct Marketing Aman Advani - Co-Founder & CEO, Ministry of Supply Colleen Maloney - Senior Marketing Manager, Ministry of Supply- Evaluate the drive to integrate direct mail into a previously completely digital marketing campaign
- Understand the intended outcome and the objectives for adding direct mail
- Examine the design and content of the print piece and how it integrated with digital efforts
- Discuss if objectives were met and what was learned
TRACK A: Customer Insights, Data & Privacy
3:05 pm - 3:30 pm Panel Discussion: Tips For Creating Relevant & Personalized Experiences At Scale Aman Kidwai - Reporter/Editor, Connect Media Courtney Graybill - VP, Marketing Planning, Personalization, and Capabilities, Kohl's Victor Elmann - CMO, Circuit City- Leveraging customer data to gain insights into behavior, preferences, and needs
- Using technology including AI and ML to scale your personalization efforts in real time.
- Implementing and omnichannel approach to deliver personalized experiences across all channels
- Focusing on continuous optimization...monitoring customer behavior, analyzing data, and testing different messaging and offers to ensure efficacy
TRACK B: Mastering Hybrid Retail and Omnichannel Operations
2:10 pm - 2:20 pm Chairperson’s Opening RemarksTRACK B: Mastering Hybrid Retail and Omnichannel Operations
2:20 pm - 2:45 pm Fireside Chat: Retail In The Metaverse: What We Learned Exploring This and Its Underlying Web 3.0 Technologies Sunny Zheng - Research Analyst, Coresight Research Ali Haris - Head of Mkt Innovation & Organic Growth, Men's WearhouseJoin Ali Haris, Director, SEO & Content Marketing at Tailored Brands as he talks through the ways in which they are using the metaverse and AI tools to drive engagement.
Expect to hear more about:
- Reviewing the various visions for the metaverse and what that future might look like for ecommerce
- Discussing the economy of the metaverse and applications for retail
- Highlighting the possibilities for new business without the restraints of a traditional physical environment
- Getting started with building out capabilities in augmented and mixed reality
TRACK B: Mastering Hybrid Retail and Omnichannel Operations
2:45 pm - 3:05 pm Case Study: Countdown To Code Freeze: How To Win 2023’s Holiday Shopping Season Jamie Inghram - Head of Solutions, Bolt Bridget Wirth - Strategic Partnerships Manager, Bolt
TRACK B: Mastering Hybrid Retail and Omnichannel Operations
3:05 pm - 3:30 pm Panel Discussion: Reimagining Your Store Strategy For The New Retail Environment Chase Clymer - Host, Honest Ecommerce Kevin Clor - CIO, Tent & Table Kylie Reid - AVP, Retail Design Operations, L'Oréal Rachel Kwon - Head of Marketing, Larson Jewelers Scott Fennell - Senior Manager, Omnichannel Performance & Analytics, Groupe Dynamite Molly Gabris - Director of Product Marketing, SheerID- Preparing your stores to succeed in the new retail climate
- Leveraging new technologies and services to help provide added customer convenience
- Discovering new ways to incorporate experiential elements to engage customers
- Deciding which technology investments, organization structure changes, and brand developments will best prepare your store for the future
- Learning what’s working, what’s not and how to continue to innovate
TRACK C: Marketing, Branding & Content
2:10 pm - 2:20 pm Chairperson’s Opening RemarksTRACK C: Marketing, Branding & Content
2:20 pm - 2:45 pm Co-Presentation: Connecting with the Customer with BJ’s Media Edge Frank Ogura - Director, Product Management & UX, BJ's Wholesale Club Swati Bothra - Senior Director of Digital Marketing & Retail Media, BJ's Wholesale ClubToday’s consumer is inundated with ads. To many, they are a distraction and rarely reach the consumer they intend. At BJ’s, we are utilizing our retail media network to not target brands to Members, but instead start with the Member herself. We have built a strong retail media foundation based on the principle of Member-first and really understanding who she is and what she desires to then allow brands to connect with them – in person and online. Our goal is to enhance their organic experience to create not just awareness - but connections.
TRACK C: Marketing, Branding & Content
2:45 pm - 3:05 pm New Balance Reinvigorates Affiliate Marketing Strategy for Full-Funnel Outcomes & Growth Lisa Presti - Media & Consumer Acquisition Manager, North America Marketing team, New Balance Athletics Inc. Amanda Bono - Director, Affiliate & Partnerships, MatterkindWhile on a journey to elevate and reinforce their brand position, New Balance set out to modernize their affiliate marketing programs. Learn how New Balance transitioned away from lower-funnel, discount and coupon-focused partners to new and emerging partner types that better aligned with a modern brand strategy. These new tactics and programs are driving top-of-funnel conversions and significantly improving topline YoY growth.
- Better understand channel and partner value to identify opportunities for cost savings and re-investment
- Involve leadership to champion the types, value and influence of various partnerships
- Incorporate affiliates and partners into an omni-channel strategy to increase YoY revenue
Lisa Presti
Media & Consumer Acquisition Manager, North America Marketing teamNew Balance Athletics Inc.
TRACK C: Marketing, Branding & Content
3:05 pm - 3:30 pm Panel Discussion: Humanizing Your Brand Through Effective Storytelling Henry Powderly - VP, Content, Insider Intelligence Daniel Hoffman - Digital Creative Director, Five Below Irwin Rommel - CMO, EZContacts.com Josh Clarkson - Director, Digital Commerce, Russell Stover Chocolates Sabrina Callahan - VP, eCommerce, Sam's Club Juli Greenwood - Sr. Director, Communications and Customer Marketing, CloudinaryIn today's rapidly evolving retail environment, businesses are recognizing the immense power of storytelling to forge genuine connections with their audience. Join this group of panelists as they share their insights on how to craft compelling narratives that evoke emotions, build trust, and create stories that resonate with their customers. Review ideas for:
- Examining the future of digital storytelling and how immersive media can draw out improved omnichannel sales
- Understanding how you are influencing the customer through various forms of interactive media
- Studying customer needs, desires and experiences to inform decision making around content
- Remaining detail oriented via digital channels to ensure authentic brand voice that truly connects to your brand promise
TRACK D: Retailer Only Connections
1:55 pm - 2:45 pm Women In ReTail Networking: Reception & Panel Kiri Masters - Contributor, Host of the E-Commerce Braintrust Podcast, Forbes Monica Royer - Founder & CEO, Monica + Andy Kelsey Knight - VP, Global eCommerce, Slumberkins Rebecca Zarate - CMO, RedBubble Nicole Underwood - Director of Brand, Collaborations & Energy, KedsOkay ladies, let’s get in formation!
Listen and be inspired by an accomplished panel of fierce femmes; then, cultivate new friendships and discuss the issues that were raised on the panel.
Grab a seat and some popcorn in a cozy corner of our EXPO to learn about the latest innovations in ecommerce technology and solutions and how they are being leveraged by your peers and competitors.
3:30-3:40 Turning first party data into retail gold
Megan Lunde, Sr. Solutions Consultant, Amperity
3:45-3:55 Your AI assistant to increasing eCom conversion
Budgets are tight, conversion rates are falling and you have fixed resources. In today’s world you need a reliable software assistant to help you identify what on your critical product display pages isn’t working, focus your resources and generate solutions for you. Tom walks you through how Ocula Boost's AI is helping major eCommerce teams at the likes of Walgreens Boots do just this and increase revenue.
Thomas Mckenna, CEO & Co-Founder, Ocula
4:00-4:10: Revolutionizing The Shopping Experience With Customer Video Reviews
Are you keeping up with the latest consumer behaviour trends? In today's world, shoppers are binge-watching 3-5 videos online before making a purchase decision. Yet retailers are still relying on static images and text on their websites. In this session, you will learn to re-imagine the customer shopping experience by integrating binge-worthy video reviews across your customer journey.
Take away notable points about:
- Latest trends in consumer shopping behaviour
- How to integrate customer video reviews across the customer journey
- Why you need video technology to achieve it
Bernadette Butler, CEO & Co-Founder, StoryTap
Do you have a passion for all things food and drink? Then join this meet-up in the Social Lounge to swap recipes and dining destinations and get inspired for your next dinner party or restaurant res!
4:00 pm - 5:00 pm
Cheers with Peers- Invitation Only Tasting Hosted By BlueConic
TRACK A: Customer Insights, Data & Privacy
4:15 pm - 4:35 pm Case Study: Using Customer Insights to Drive Engagement and Growth Emily Spiegel - Director of Brand Marketing, Avery Dennison
TRACK A: Customer Insights, Data & Privacy
4:35 pm - 4:55 pm Case Study: Lyft x Cardlytics: Leveraging Data-Driven Marketing to Grow Share Nate Bucholz - VP, Advertising Partnerships, Cardlytics Kevin Hsu - Director, Growth Marketing, LyftWithin the ever-changing retail and DTC industry, marketing leaders need to be able to demonstrate the impact that their advertising spend is having on revenue generation and corporate strategy.
During this session, explore how one industry leader, Lyft, is leveraging customer insights and data to successfully address the opportunities, gaps and solutions in the market.
Join Kevin Hsu, Director, Growth Marketing at Lyft and Nate Bucholz, Vice President, Advertising Partnerships at Cardlytics as they discuss how leveraging a data-drive approach to growth marketing drives measurable revenue for the rideshare leader.
Key Takeaways:
- See how one industry leader, Lyft, is proving incrementality and growing revenue
- Learn how Lyft partners with Cardlytics to elevate their data-driving decision making
- Explore how to elevate your approach to growth marketing and stay ahead of data deprecation
- Find out how to turn your marketing insights into profitable business decisions
TRACK A: Customer Insights, Data & Privacy
4:55 pm - 5:20 pm Fireside Chat: Creating A Personalized Customer Experience With A Looming Cookie Deprecation Deadline Phillip Jackson - Co-Founder, Future Commerce Jessalyn Henry - Director, Marketing, LashifyAs we near Google’s 2024 cookie deprecation deadline, brands must start evaluating how they plan to collect customer data that they can in turn use for their personalization efforts. Panelists will discuss ideas for:
- Assessing how much you need to pivot toward zero- and first-party data
- Understanding the implications of Google’s phase out of 3rd party cookies
- Preparing for a cookie-less future with new privacy solutions
- Examining who the key players are for alternative tracking technologies to provide more predictive, intelligent data
- Improving your first and zero party data sources and infrastructure to get a more complete customer view
- Testing a mix of privacy-centered approaches before the 2024 cookie deprecation deadline
TRACK B: Mastering Hybrid Retail and Omnichannel Operations
4:15 pm - 4:35 pm Case Study: Tapping Into The Power of Omni To Win With Returns Jamie Lee - VP, eCommerce, Vital ProteinsTRACK B: Mastering Hybrid Retail and Omnichannel Operations
4:35 pm - 4:55 pm Case Study: AI in Action: Improve Every Step in the Campaign Lifecycle John Wolf - Sr. Director of Product, BrazeThe hype around Artificial Intelligence (AI) and its promise to enhance efficiency and ROI in Retail marketing and tech is generating both excitement and skepticism. We are here to help you demystify AI!
We'll explore the transformative power of AI in your customer engagement programs and practical ways to use it in your work every day.
Attendees will get a better understanding of how and when AI can be integrated into the customer engagement lifecycle along with tangible use cases and insights to validate the concepts.
You’ll specifically learn how AI can help you:
- Save time while sparking creativity and strategy ideation, by reducing dependencies on overworked creative teams and automating your always-on engagement programs.
- Deliver exceptional experiences at scale to increase loyalty; reduce churn; and grow revenue and lifetime value.
- Achieve better results by driving more conversions, gaining more confidence in your campaigns and decision-making, and reducing complexity in your testing and optimizations.
TRACK B: Mastering Hybrid Retail and Omnichannel Operations
4:55 pm - 5:20 pm Panel Discussion: Driving Continued Loyalty By Focusing On An Exceptional Post Purchase Experience Lisa Taylor - Contributing Writer, RetailWire Manas Vijh - Senior Director, eCommerce Strategy & Omni Integration, Walmart Canada Kiara Sanchez-Mora - Director, Customer Lifecycle, Bonafide Health Matt Ezyk - Director of eCommerce, Pet Supermarket Sidra Berman - CMO, parcelLabThe ecommerce post-purchase experience is a critical aspect of the customer journey that can greatly impact customer satisfaction and brand loyalty. But, the post purchase path continues to become more complex and often times, very costly. In this panel, hear a diverse group of panelists walk through the steps they are taking to master the post-purchase experience in order to build trust and foster a positive relationship between the customer and the brand.
Discuss ideas for:
- Ensuring that you communicate effectively with customers at every stage from order status to shipping
- Finding ways to make the returns process as seamless and frictionless as possible
- Examining the key factors that go into an effective post purchase campaign
- Demonstrating to customers that you care about them long term (beyond just the purchase)
- Finding technology partners that can support you in these efforts
TRACK C: Marketing, Branding & Content
4:15 pm - 4:35 pm Fireside Chat: The Multiplayer Brand: Understanding the Voice of the Customer in our Hyperstitious Era Brian Lange - Host, Future Commerce Nicole Underwood - Director of Brand, Collaborations & Energy, KedsOnce upon a time, brands were the manifestation of a singular vision. This vision was highly controlled in specific contexts. We experienced it equally, with minimal variation in subjective experience, because we all consumed it the same places and ways. But now the nature of brands and the ways we experience them is changing. Brands are becoming participatory. My Keds is not your Keds, and never could be. What’s more, the power we wield in our relationships with brands is unprecedented. In this session with Brian Lange and Nicole Underwood, come explore our hyperstitious future, where customers participate in the creation and direction of brand identity.
TRACK C: Marketing, Branding & Content
4:35 pm - 4:55 pm Case Study: Army of Fans: Driving Measurable Outcomes with Creator Economies Sarah Johnson Dayes - Chief Client Officer, Acceleration PartnersIn her presentation, Sarah Johnson Dayes, Chief Client Officer at Acceleration Partners, will discuss driving measurable outcomes through creator communities, using revenue-generating performance partnerships. This presentation will explore the evolving marketing landscape, the fusion of traditional and performance marketing, and the increased responsibility of marketing teams for revenue. It emphasizes building engaged creator communities, leveraging influencer campaigns, and highlights the importance of influencer in today’s landscape
Learning objectives:
- Understand the evolving marketing landscape, blurring the lines between traditional and performance marketing channels.
- Explore the benefits of building a community of passionate influencers and leveraging them for brand growth and measurable performance outcomes.
- Gain insights into the challenges and considerations of managing a long-term creator community, including compliance, engagement, and scalability.
- Discover strategies for amplifying the impact of influencer campaigns through paid media and specialized content.
- Learn from a real-world case study involving Allbirds, showcasing successful implementation and outcomes in the influencer marketing space.
TRACK C: Marketing, Branding & Content
4:55 pm - 5:20 pm eTail Conversation: Optimizing Your Media Mix Given Tightening Marketing Budgets Henry Powderly - VP, Content, Insider Intelligence Carolyn Vaccaro - Director of Analytics & Performance Marketing, Windsor Fashions Jesse Kanclerz - Director, Integrated Media, Raymour & Flanigan Bunmi Familoni - Director, Growth Marketing, QuipGiven that many retailers are working with less marketing budget, advertising costs are on the rise while efficacy is going down, how can you determine the optimal media mix? Hear how three retailers examined changing shopping behaviors to rework their media mix.
Discuss ideas for
- Analyzing your target audience to determine the channels that will best reach them
- Utilizing data and analytics can help to measure the effectiveness of your campaigns and make informed decisions about future investment
- Adjusting your media mix to prioritize the most cost effective channels
- Creating engaging and personalized content that resonates with your target audience and drives conversions
- Partnering with other brands or businesses to cross-promote and share marketing costs to stretch your budget further and reach new customers
