eTail East 2018

August 06 - 09, 2018

The Sheraton, Boston

1.888.482.6012

Main Day Two - Digital & eCommerce Transformation

Discover how to truly transform to a digital first organization. Be inspired by panels that debate the hottest topics and join exciting discussions with other like-minded brands. By the end of the day, you’ll have realistic goals for your eComm business in the short and long term, with clearer ideas of how to achieve them.

 

7:45 am - 8:10 am Grab & Go Breakfast and Registration Inside The Solution Zone

8:10 am - 8:15 am Welcome Remarks

Kristin Schoenstein, Executive Director,eTail East
img

Kristin Schoenstein

Executive Director
eTail East

8:15 am - 8:30 am Keynote Chairperson's Opening Remarks

Al Lalani, Chief Strategist, Co-Founder,Annex Cloud
img

Al Lalani

Chief Strategist, Co-Founder
Annex Cloud

8:30 am - 8:50 am Keynote: Leading The Charge To Digital Transformation

Ghalia Bhatty, Chief eCommerce and Digital Officer, Scholastic Reading Club,Scholastic
Your organization will undergo a digital transformation if it hasn’t already. Find out how Scholastics has approached digital transformation and what they have learned along the way. Discuss ideas for:

  • Defining digital transformation for your business
  • Getting buy-in across the organization
  • Developing a clear framework for this process
  • Creating an internal team of stakeholders
img

Ghalia Bhatty

Chief eCommerce and Digital Officer, Scholastic Reading Club
Scholastic

As the retail industry continues to be disrupted, what are the marketing experiences that are resonating for today’s customer? How is the retail experience changing both online and offline? A diverse group of panelists will discuss the impact of technology on their organization and how today’s customer is challenging traditional retail and moving it forward in exciting new directions.
img

Leslie Leifer

VP, Enterprise Strategy & Business Development
1800Flowers.com

img

Gwen Bennett

SVP, eCommerce & Marketing
Destination Maternity

img

Ryan Scott

VP, Digital Operations & Innovation
Keurig Green Mountain, Inc.

9:15 am - 9:40 am Keynote: Building A Retail Marketing Function For The Future [And Present]

Jackson Jeyanayagam, CMO,Boxed.com
Jackson Jeyanayagam, Chief Marketing Officer at Boxed - a fast-rising e-commerce startup - will talk about the convergence of the agency and in-house marketing structure. Jackson will highlight relevant trends with creative, media, analytics, CX and brand strategy and how they work together in this evolving marketing function of the future. He will also speak to what this means for marketing leaders when it comes to recruiting & retaining talent and the roles agencies play; the importance of marketing operations; the makeup of the future CMO; and the imperative for brands to be mission-driven.
img

Jackson Jeyanayagam

CMO
Boxed.com

9:40 am - 10:30 am "The Hangover Cure" Refreshment Break In The Exhibit Hall

10:30 am - 10:50 am Keynote Fireside Chat: Be Customer-First To Come In First: Putting Your Customer At The Center Of Your Business

Tobias Hartmann, President of North America and HelloFresh Group Management Board,HelloFresh
As a customer-centric brand, HelloFresh knows food is a very emotional category, which needs constant innovation and inspiration. Tobias Hartmann, President of North America, will discuss how HelloFresh became a global food company by listening to its customers, the most important source of feedback for the company every week. Hear more about:

  • Investing in food innovation to meet and exceed the needs of current and new customers
  • How proprietary data-driven technology and algorithms are critical to adapting and evolving product offerings
  • The value of providing customers with flexibility and control  
img

Tobias Hartmann

President of North America and HelloFresh Group Management Board
HelloFresh

10:50 am - 11:10 am Keynote Client Case Study

Executive Presenter, Salesforce Commerce Cloud

11:10 am - 11:40 am Keynote Panel Discussion: Mapping Out Innovative Retail Experiences

Sabeen Mian, Head of Brand Partnerships,Ipsy Sunil Verma, Chief Technology and Digital Officer,evine Live
img

Sabeen Mian

Head of Brand Partnerships
Ipsy

img

Sunil Verma

Chief Technology and Digital Officer
evine Live

11:40 am - 12:00 pm Keynote Client Case Study

12:00 pm - 12:20 pm Keynote Fireside Chat: Unlocking Growth Through eCommerce Innovation

Jeremy Liebowitz, Chief Executive Officer – Ecommerce Division,Newell Brands
img

Jeremy Liebowitz

Chief Executive Officer – Ecommerce Division
Newell Brands

12:20 pm - 12:45 pm Keynote: Don’t Assume She Knows: How To Market Your Product To Educate, Inform And Convert New Customers

Brad Wolansky, CEO,Dover Saddlery
There’s a “trap” in specialty retail, particularly when selling specialized hardgoods or soft goods, to make the assumption in our messaging via catalog, online presentation , and  even in-store,  that your browsing customer already understands the product and its context within your assortment. That she already knows which item to buy and  for which purpose.  

Bad assumption.

Just because “we” (insiders) understand how 1 out of 20 different items might be used…it doesn’t mean that “she” does.  This is both a challenge and an opportunity for retailers today.

It’s a challenge to convey succinctly and quickly what an item does, how it fits in to an assortment, how it will make the consumer’s life better, and why she’d desire it.  Many shoppers like to get help online and in-store and while product details are valuable, guiding shoppers to make the right choice is critical in many categories and an important differentiator for specialty retailers.

It’s an opportunity for a well-versed specialty retailer to demonstrate their chops and actually help the customer understand an item’s raison d’etre, thereby reducing friction to purchase, hence increasing conversion.

In this presentation, Wolansky will: 

  • Present the case: “Don’t Assume She Knows”…
  • Define “ Specialty Retail Arrogance” 
  • How to define what the product is, why it exists, and how to help customers make a buying decision
  • Show examples of creative, before and after, which will ultimately educate the customer and convert the sale. 
  • Lay out a thought process for creative productive which attempts to eliminate this bias and institute a way of thinking of how to  approach each product in the assortment.
img

Brad Wolansky

CEO
Dover Saddlery

12:45 pm - 1:45 pm Meet And Greet Lunch & Networking For All Attendees

Track A: Data, Analytics & AI

1:45 pm - 1:55 pm Chairperson's Opening Remarks

Track A: Data, Analytics & AI

1:55 pm - 2:25 pm Case Study Remix: Using AI To Move From Calls To Bot Messaging
Eric Hanson, Director Digital Experience, Product Management & Omni-channel Integration,Lowe's Companies, Inc.
Hear how Lowe’s is freeing up time for their employees to be more productive by using AI to move from calls to messaging. Find out how customers are approaching this technology and the impact it has had on the business.
img

Eric Hanson

Director Digital Experience, Product Management & Omni-channel Integration
Lowe's Companies, Inc.

Track A: Data, Analytics & AI

2:25 pm - 2:35 pm Technology Showcase
Abishek Katiyar, Director, Product Management, Data Science,Rue La La
img

Abishek Katiyar

Director, Product Management, Data Science
Rue La La

Track A: Data, Analytics & AI

2:35 pm - 3:05 pm Panel Discussion: Achieving Personalization At Scale With AI
Patrick Yee, CMO,Daily Harvest Eli Winkler, VP, Marketing, Digital CX & eCommerce,La-Z-Boy Meera Murthy, VP of Strategy,Evergage Mark Bietz, CMO,FUN.com
img

Patrick Yee

CMO
Daily Harvest

img

Eli Winkler

VP, Marketing, Digital CX & eCommerce
La-Z-Boy

img

Meera Murthy

VP of Strategy
Evergage

img

Mark Bietz

CMO
FUN.com

Track B: Content, Customer Engagement & Personalization

1:45 pm - 1:55 pm Chairperson's Opening Remarks

Track B: Content, Customer Engagement & Personalization

1:55 pm - 2:25 pm Case Study Remix: Leveraging Brand Collaborations—The Benefits Of Strategic Partnerships
JR Badian, CMO,Chef’d
Multiple points of consumer interaction is key for a growing ecommerce player.  Strategic Partnerships is an important point of interaction that allows for increased awareness, conversion, and ROI.

JR will share learnings from Chef'd partnerships with some of the largest global CPG brands.

Attendees will discuss ideas for:
  • Aligning with the right brands and partners to drive business growth
  • Using brand partnerships to access new audiences
  • Driving unique experiences and content
  • Working as a team to create powerful ideas that cant be pulled off alone
img

JR Badian

CMO
Chef’d

Track B: Content, Customer Engagement & Personalization

2:25 pm - 2:35 pm Technology Showcase

Track B: Content, Customer Engagement & Personalization

2:35 pm - 3:05 pm Panel Discussion: Shoppable Custom Branded Content As A Consumer Engagement Vehicle
Craig Kapilow, Senior Director, Integrated Marketing,Rue La La Edward Bourelly, Head of Retail Marketing, Director of Marketing,New Era Cap Company
Panelists will provide an overview of current consumer engagement tactics spanning from video to TV to print with do’s and don’ts for each. Learn why custom-branded content is such a powerful engagement and acquisition tool and talk about how to best intersect content and commerce in the digital age.
img

Craig Kapilow

Senior Director, Integrated Marketing
Rue La La

img

Edward Bourelly

Head of Retail Marketing, Director of Marketing
New Era Cap Company

Track C: Testing & User Experience Optimization

1:45 pm - 1:55 pm Chairperson's Opening Remarks
Executive Presenter, Webscale

Track C: Testing & User Experience Optimization

1:55 pm - 2:25 pm Case Study Remix: Optimizing The Mobile App Experience
Brian Schultz, Senior Director, eCommerce & Digital Product Management,Crate and Barrel
  • Encouraging customers to download and helping consumers use their apps frequently
  • Offering relevant content and incentives for users to drive app loyalty
  • Taking advantage of the power of the app
img

Brian Schultz

Senior Director, eCommerce & Digital Product Management
Crate and Barrel

Track C: Testing & User Experience Optimization

2:25 pm - 2:35 pm Technology Showcase

Track C: Testing & User Experience Optimization

2:35 pm - 3:05 pm Panel Discussion: Effective Website Testing & Optimization Tools
Asim Shaikh, Senior eCommerce Manager, Personalization and Optimization,Lenovo Chris Hansen, Director, User Experience,TGI Friday's
img

Asim Shaikh

Senior eCommerce Manager, Personalization and Optimization
Lenovo

img

Chris Hansen

Director, User Experience
TGI Friday's

Track D: Retailer-Only Connections

1:25 pm - 2:00 pm Campfire Chat: Growth Hacking: Building Cross-Functional Teams For Maximum Revenue Generation
Bogdan Constantin, CMO,Generation Tux/Menguin
Relax by the “fire” and hear about a retailer’s recent project. Then in an open, retailer-only discussion, share your story and ask questions of your peers!

Topic: Growth Hacking: Building Cross-Functional Teams For Maximum Revenue Generation
img

Bogdan Constantin

CMO
Generation Tux/Menguin

Track D: Retailer-Only Connections

2:00 pm - 2:35 pm Campfire Chat: Getting Creative With Your Web Content
Bhavna Patel, Director, Digital & Brand Marketing,Avery Products Corporation
Relax by the “fire” and hear about a retailer’s recent project. Then in an open, retailer-only discussion, share your story and ask questions of your peers!

Topic: Getting Creative With Your Web Content
img

Bhavna Patel

Director, Digital & Brand Marketing
Avery Products Corporation

3:05 pm - 3:50 pm Happy Hour In The Exhibit Hall

Track A: Data, Analytics & AI

3:50 pm - 4:15 pm eTail TONIGHT: Get Smarter About Customer Data Capture To Drive Actionable Insight
Lisa Craviero, Director, Customer Acquisition,Indochino Adam Lasky, Director of Marketing,TeePublic Stasha Johnston, VP, Digital Marketing & eCommerce Sales,Monin Inc.
img

Lisa Craviero

Director, Customer Acquisition
Indochino

img

Adam Lasky

Director of Marketing
TeePublic

img

Stasha Johnston

VP, Digital Marketing & eCommerce Sales
Monin Inc.

Track A: Data, Analytics & AI

4:15 pm - 4:25 pm Technology Showcase

Track A: Data, Analytics & AI

4:25 pm - 4:50 pm Case Study: Machine Learning—Why The Urgency for Retail?

Track B: Content, Customer Engagement & Personalization

3:50 pm - 4:15 pm eTail TONIGHT: Using Segmentation To Create More Meaningful Customer Experiences
Laura Hutchinson, Senior Director, North America Marketing Strategy & Insights,Cimpress Suleman Rehmani, Director, Product and Growth,1-800-flowers.com
img

Laura Hutchinson

Senior Director, North America Marketing Strategy & Insights
Cimpress

img

Suleman Rehmani

Director, Product and Growth
1-800-flowers.com

Track B: Content, Customer Engagement & Personalization

4:15 pm - 4:25 pm Technology Showcase

Track B: Content, Customer Engagement & Personalization

4:25 pm - 4:50 pm Case Study: Using Niche Marketing As A Competitive Advantage
Laura Hnatow, VP, Marketing & eCommerce,Sea Bags
img

Laura Hnatow

VP, Marketing & eCommerce
Sea Bags

Track C: Testing & User Experience Optimization

3:50 pm - 4:15 pm eTail TONIGHT: Personalized And Targeted—Revamping Your Site Content
Bhavna Patel, Director, Digital & Brand Marketing,Avery Products Corporation Robert Elzner, Director, Online Marketing And Ecommerce,Dell, Inc. Sophia Drivalas, VP, eCommerce,Interline Brands
img

Bhavna Patel

Director, Digital & Brand Marketing
Avery Products Corporation

img

Robert Elzner

Director, Online Marketing And Ecommerce
Dell, Inc.

img

Sophia Drivalas

VP, eCommerce
Interline Brands

Track C: Testing & User Experience Optimization

4:15 pm - 4:25 pm Technology Showcase

Track C: Testing & User Experience Optimization

4:25 pm - 4:50 pm Case Study: Experimentation at Blue Apron: How to Deliver a Great Customer Experience Through Testing
John Cline, Senior Engineering Manager,Blue Apron
For a company like Blue Apron that is radically transforming the way we buy, prepare and eat meals, experimentation is mission critical for delivering a great customer experience. Blue Apron doesn’t just think about experimenting to improve short term conversion, they focus on ways to impact longer term metrics like retention, referrals, and lifetime value. Hear how they approach data-driven decision making and improving their customer experience through experimentation and testing.

You’ll learn:
  • Challenges with non-traditional commerce companies when experimenting
  • How developers play a critical role in experimentation
  • The key considerations for teams when thinking about experimentation

img

John Cline

Senior Engineering Manager
Blue Apron

Track D: Retailer-Only Connections

3:50 pm - 4:50 pm Women In eTail Networking Reception & Panel
Christine Monaghan, VP, Digital,Astral Brands Anna Palmer, Co-Founder & CEO,XFactor Ventures
Okay ladies, let’s get information!  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. 

img

Christine Monaghan

VP, Digital
Astral Brands

img

Anna Palmer

Co-Founder & CEO
XFactor Ventures

4:50 pm - 5:30 pm Retailer-Only Chats And Cocktails (Pick A Table And Grab A Drink)

Anshuman Taneja, VP, Product & UX,American Eagle Outfitters Grace Ansley, Director, eCommerce,Halston
Table 1: 0-25 Million In Online Revenue
Host: 

Table 2: 25-75 Million In Online Revenue
Host: Grace Ansley, Director, eCommerce, Halston

Table 3: 75-200 Million In Online Revenue
Host: 

Table 4. 200-500 Million In Online Revenue
Host:

Table 5: 500 Million (+) In Online Revenue
Host:  Anshuman Taneja, VP, Product & UX, American Eagle Outfitters
img

Anshuman Taneja

VP, Product & UX
American Eagle Outfitters

img

Grace Ansley

Director, eCommerce
Halston

5:30 pm - 5:30 pm End Of Main Conference Day Two