eTail East 2018

August 06 - 09, 2018

The Sheraton, Boston


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.


8:10 am - 8:45 am Continental Breakfast & Registration

8:45 am - 8:55 am Welcome Remarks & Audience Icebreaker

8:55 am - 9:10 am Keynote Chairperson's Opening Remarks

Yoav Susz, VP, Business Development,Optimove

Yoav Susz

VP, Business Development

9:10 am - 9:35 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

TJ Papp

VP, Digital / eCommerce
Kenneth Cole

9:35 am - 10:05 am Keynote Panel Discussion Remix: Content Is King: How To Get Creative With Your Email Messaging To Drive Loyalty & Revenue

Diana Takach, SVP, Digital Commerce,Camuto Group Phil Irvine, Director, CRM,The Bouqs Company Raphi Mahgerefteh, CEO,Allurez
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 

Diana Takach

SVP, Digital Commerce
Camuto Group


Phil Irvine

Director, CRM
The Bouqs Company


Raphi Mahgerefteh


10:05 am - 10:15 am Roundtable Host Introductions

10:15 am - 11:15 am Kickoff Of Interactive Roundtables

Yoav Susz, VP, Business Development,Optimove
Each table is moderated by a Sponsor Executive & Retail Client with 10 Rotations & 20 minute discussions

Table #1
Moderator: Executive Presenter, Iterable

Table #2
Moderator: Executive Presenter, Bluecore

Table #3
Moderator: Yoav Susz, VP, Business Development, Optimove

Yoav Susz

VP, Business Development

11:15 am - 11:45 am Coffee & Refreshments

11:45 am - 12:20 pm Keynote: Examining New Customer Acquisition Strategies To Get (And Keep) New Customers

David Wolfe, Head of Growth, Chief Product Officer,
  • Understanding you don’t have a customer base install
  • Looking at getting started in customer acquisition 
  • Branching out into different marketing channels
  • Building out customer profiles and your email list
  • Moving into customer retention 


David Wolfe

Head of Growth, Chief Product Officer

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

Yoav Susz, VP, Business Development,Optimove
Each table is moderated by a Sponsor Executive & Retail Client with 10 Rotations & 20 minute discussions

Table #1
Moderator: Executive Presenter, Iterable

Table #2
Moderator: Executive Presenter, Bluecore

Table #3
Designing Marketing Experiments: The Scientific Way To Measure Marketing Effectiveness
Moderator: Yoav Susz, VP, Business Development, Optimove

Yoav Susz

VP, Business Development

1:20 pm - 2:20 pm Lunch & Networking For All Attendees

2:20 pm - 2:50 pm Panel Discussion: Driving Customer Engagement Through The Use Of ChatBots

Abishek Shastry, Group Product Manager, Shopping Experience,
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 

Abishek Shastry

Group Product Manager, Shopping Experience

2:50 pm - 3:15 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 


Ben Clark

VP, Customer Retention

3:15 pm - 3:45 pm Afternoon Coffee & Refreshments

3:45 pm - 4:10 pm Case Study Remix: Tailoring Your Loyalty Programs To Retain Customers Long Term

John Parkin, Product Director, Customer Loyalty,Overstock
Overstock’s Club O program has been revitalized over the last 12-18 months, and not only have new sign-ups increased, but renewal rates have soared. As they move forward, the intention is to make Club O the most personalized, and valuable, loyalty program in retail. John Parkin, Project Management Leader, will walk you though strategies for:

  • Revamping your existing loyalty programs to drive increased engagement 
  • Simplifying and streamlining your loyalty programs to ensure higher adoption rates 
  • Creating ways to reward your customers that won’t break the bank 


John Parkin

Product Director, Customer Loyalty

4:10 pm - 4:40 pm Panel Discussion: Strategies For Measuring And Increasing Customer Lifetime Value

Pearl Lui, Director, CRM & Retention Marketing,Etsy Caroline Culbertson, Director, Marketing,Betabrand
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? 


Pearl Lui

Director, CRM & Retention Marketing


Caroline Culbertson

Director, Marketing

4:40 pm - 4:40 pm Conclusion Of The Customer Retention Summit

4:40 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!

5:30 pm - 7:00 pm Welcome Reception At The New England Aquarium

6:30 pm - 6:30 pm Registration Closed