eTail East 2017

August 14-August 17, 2017

The Sheraton, Boston

1.888.482.6012

Main Day Two: Digital & eCommerce Transformation Strategies – August 16

On day three of eTail, you’ll get a roadmap for how to transform your eCommerce strategy and rethink how you approach digital marketing. Get the strategic, operational and technical tools you need to achieve continued growth in 2017 and beyond.

07:25 AM - 07:55 AM Registration And Networking Breakfast Inside The Solution Zone

07:55 AM - 08:00 AM Welcome Remarks

Kristin Schoenstein, Executive Director, eTail East

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Kristin Schoenstein

Executive Director
eTail East

08:00 AM - 08:15 AM Keynote Chairperson’s Opening Remarks

Sameer Patel, CEO, Kahuna


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Sameer Patel

CEO
Kahuna

08:15 AM - 08:40 AM Keynote: Make Meaning: Lessons from a Mission-Driven eCommerce Disruptor

Andy Levitt, Founder & CEO, The Purple Carrot
Purple Carrot is a plant-based meal kit company, distinguishing itself among a crowded and competitive field. Learn how an underdog company applied its core values to create a winning formula, and built a tribe of Carrot Heads who feel a part of something larger than themselves. Use this type of strategic shift to propel your own company’s success.

In today's ultra-competitive marketplace, companies need to embrace a mission to attract customers, and win over their hearts and minds with more than just a basic product. Customers demand more from the companies they choose to support, and its incumbent upon the category leaders to meet and exceed expectations.

Keys to building a loyal tribe of employees and customers. Learn more about some of the drivers behind Purple Carrot's mission, and how it stands out to engage its subscribers to optimize LTV.

Boring products supported by your ads on Facebook won't make it. Why you need to embrace the unique, the weird and the trends along the fringe because it more interesting along the edges, and that's where you can stand out and win.


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Andy Levitt

Founder & CEO
The Purple Carrot

08:40 AM - 09:05 AM Keynote: Shopper-First Retailing: Changing Shopping Preferences and the Impact on Retailers

Emily Culp, CMO, Keds Rob Garf, VP, Industry Strategy & Insights, Salesforce
Commerce Cloud and Sapient partnered to glean insights from activity of more than 300 million shoppers and a global consumer survey across six countries. This research quantified the new patterns of behavior and identified the four crucial rules of retail. Join Keds CMO, Emily Culp and Salesforce VP of Industry Strategy & Insights, Rob Garf for a fireside chat about the research and how changing shopping behavior has impacted retail brands.

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Emily Culp

CMO
Keds
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Rob Garf

VP, Industry Strategy & Insights
Salesforce
This is your chance to see some of the hottest start-ups and disruptors in retail today. Panelists will discuss some of their biggest wins of 2017 and the key differentiators that are growing their business. Find out which areas they are spending their time on from an innovation standpoint and dig deeper into which efforts are paying off in brick and mortar as well as digital.

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Kevin Lavelle

Founder & CEO
Mizzen+Main
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Drew Green

CEO
Indochino
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Cheryl Kaplan

President & Co-Founder
M.Gemi
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Emily Hofstetter

VP, Business Development & Communications,
Bombas

09:35 AM - 09:55 AM Fireside Chat: Accelerating Digital At A Hundred Year Old Brand

Lauren Heller, Editor, Retail Dive Swan Sit, VP, Global Digital, Revlon


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Swan Sit

VP, Global Digital
Revlon
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Lauren Heller

Editor
Retail Dive

09:55 AM - 10:45 AM Morning Refreshment Break In the Exhibit Hall



10:45 AM - 11:05 AM Fireside Chat: The Super Consumer: How Digital & Physical Retail Intersect

Tiffany Yannetta, Shopping Director, Racked Cheryl Kaplan, President & Co-Founder, M.Gemi
Retail companies are using data to successfully drive the experience of their brand online and offline by integrating the physical and digital worlds. M.Gemi sets a new standard for the DTC model, with a whole new take on data, delivery and the store experience. Learn how to:

Leverage consumer data in a whole new way to inform all aspects of company growth—from product development and design to supply chain strategy.
Explore how this model led to 400% growth in M.Gemi’s customer base in 2016

Interviewer: Tiffany Yannetta, Shopping Director, Racked
Interviewee: Cheryl Kaplan, President and Co-Founder, M.Gemi

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Cheryl Kaplan

President & Co-Founder
M.Gemi
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Tiffany Yannetta

Shopping Director
Racked

11:05 AM - 11:30 AM Keynote Case Study: Mobile Commerce As An Imperative: What We've Learned And Where It's Going

Marshall Porter, President, Spring, Inc.
Mobile commerce is no longer just for trendsetters. Years ago, Spring first reimagined the retail experience for mobile, creating a personalized shopping experience that reflects how people shop. Spring’s marketplace includes more than 200,000 products from over 1,500 different brands, presenting them to the consumer in a way that is personal to them and their unique shopping style and behavior. Hear about the new reality of mobile commerce and ways brands can tap into the mobile opportunity.
Marshall Porter, president of Spring, will discuss:
• The mobile imperative in the changing retail landscape
• How brands can expand their mobile commerce footprint
• Lessons learned from a mobile shopping pioneer and mobile commerce leader

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Marshall Porter

President
Spring, Inc.

11:30 AM - 11:55 AM Keynote: Building Unique Commerce Experiences

Paul Walsh, SVP, Platform Strategy & Innovation, Visa Inc.
In this session, learn how Visa’s Open Platform provides access to Visa technology, products and services and allows brands to build unique commerce experiences.

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Paul Walsh

SVP, Platform Strategy & Innovation
Visa Inc.

General Session

11:55 AM - 12:25 PM Keynote Panel Discussion: Footprinting Retail Experiences Of The Future

Skye Speare, VP, Partnerships, Signifyd Jen Rubio, Co-Founder, Away Brent Cryder, CTO, Dillard's Amit Shah, CMO, 1-800-Flowers.com
The store environment is undergoing a rapid transformation as consumer shopping preferences continue to evolve. This diverse group will talk through new opportunities for merging digital and in-store and how technology is truly bridging the gap between bricks and clicks. Discuss:

•New store formats and concepts like pop-ups
•Opportunities for pure plays in the offline space
•The importance of customer engagement over transactions in the store environment
Why fraud management is key in creating an amazing customer experience and helping your grow your business globally
•Changes in customer shopping behavior and its impact on store design and KPIs


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Skye Speare

VP, Partnerships
Signifyd
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Jen Rubio

Co-Founder
Away
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Brent Cryder

CTO
Dillard's
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Amit Shah

CMO
1-800-Flowers.com

General Session

12:25 PM - 12:45 PM Guest Speaker: The Future of Retail

Amy Webb, Founder and CEO, Future Today Institute

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Amy Webb

Founder and CEO
Future Today Institute

Invite-Only

11:55 AM - 12:45 PM C-Level Boardroom

This is your chance to meet other senior executives at the conference, in a closed-door setting. Chat about critical topics that impact your business, with others just like you. For more information or for an invitation, contact kristin.schoenstein@wbresearch.com.

Meet & Greet Lunch

12:45 PM - 1:45 PM Lunch & Networking For All Attendees



Invitation-Only Private Lunch

12:45 PM - 1:45 PM Private Workshop & Luncheon Hosted By Salesforce

1:45 - Event Tracks and Retailer-Only Connections

Join Us In the Social Lounge For Retailer-Only Meet-Ups: Get Free Advice You Can’t Get Anywhere Else

1:45 PM - 3:25 PM Conversion Optimization Work-Shop: Tips & Tricks

Marta Dalton, Director, eCommerce , Coca-Cola
Join Us In the Social Lounge For Retailer-Only Meet-Ups: Get Free Advice You Can’t Get Anywhere Else

Topic: Conversion Optimization Work-Shop: Tips & Tricks

Host: Marta Dalton, Director, ecCommerce, Coca-Cola

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Marta Dalton

Director, eCommerce
Coca-Cola

TRACK A: Data, Analytics & Attribution

1:45 PM - 2:00 PM Chairperson’s Opening Remarks & Track Moderator

Pete Reilly, SVP, Sales & Marketing, AnswerRocket

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Pete Reilly

SVP, Sales & Marketing
AnswerRocket

TRACK A: Data, Analytics & Attribution

2:00 PM - 2:30 PM Case Study Remix: Machine Learning, Artificial Intelligence—Why The Urgency?

Mike Zhang, VP, eCommerce, Digital Marketing and Innovation, Lands' End
Machine Learning and Artificial Intelligence are two buzz phrases in today's discussion. However, don't write them off only as shinning objects. They may be what actually determine the winners and losers of retail businesses in the future.

Attendees will learn:
How to explain Machine Learning and Artificial Intelligence in layman¹s terms
The anatomy of Data Science organization and its difference from BI organization
How to build the DS organization from scratch (Culture, management, cross-functional alignment, strategies for quick wins)
How to acquire the right talent to build a successful Data Science organization

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Mike Zhang

VP, eCommerce, Digital Marketing and Innovation
Lands' End

TRACK A: Data, Analytics & Attribution

2:30 PM - 2:55 PM Executive Presentation

Executive Presenter, Tenecent

TRACK B: Content, Customer Engagement & Personalization

1:45 PM - 2:00 PM Chairperson’s Opening Remarks & Track Moderator

James Hammersley, CEO, Good Growth


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James Hammersley

CEO
Good Growth

TRACK B: Content, Customer Engagement & Personalization

2:00 PM - 2:30 PM Case Study: The New Face of Loyalty: How Ulta Beauty is Leveraging Data to Shift Away From Discounts

Linh Peters, Senior Director, Loyalty Marketing and Strategy, Ulta Beauty
Join Linh as she describes how the nation’s #1 specialty beauty retailer is helping their brand partners develop stronger, more loyal and profitable relationships with their customers by leveraging the data of their more than 20 million Ultimate Rewards members. She will demonstrate how this beauty retailer has shifted away from discounts by using an “A to Z” approach for analyzing customer data, identifying engagement opportunities, developing and executing targeted promotional strategies, and measuring results via the longer-term change in customer behavior. Through this strategic approach, Ulta Beauty has not only been able to create tremendous upside for their business, but sizable benefits for their brand partners and customers alike.
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Linh Peters

Senior Director, Loyalty Marketing and Strategy
Ulta Beauty

TRACK B: Content, Customer Engagement & Personalization

2:30 PM - 2:55 PM Executive Presentation

Executive Presenter, Iterable

TRACK C: Testing & User Experience Optimization

1:45 PM - 2:00 PM Chairperson’s Opening Remarks & Track Moderator

TRACK C: Testing & User Experience Optimization

2:00 PM - 2:30 PM Case Study Remix: Digital Accessibility - Overview And How To Turn A Potential Negative Into A Positive

John Calvert, Director, Digital Legal Compliance and Program Management, Albertson Companies David O'Neill, Managing Director of Social Inclusion , American Foundation for the Blind
Digital Accessibility is becoming more and more relevant to anyone with a digital presence. Legal action is seemingly exploding in this area. What is the current state of Accessibility requirements? Does it really have to be a negative impact to your organization? Hear the latest views from John Calvert of Albertsons and David O'Neill of American Foundation for the Blind as they discuss:

Current state of the accessibility environment.
Where do I start?
What is in it for me?

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John Calvert

Director, Digital Legal Compliance and Program Management
Albertson Companies
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David O'Neill

Managing Director of Social Inclusion
American Foundation for the Blind

TRACK C: Testing & User Experience Optimization

2:30 PM - 2:55 PM 11 High Performing Facebook Campaigns

Scott Smigler, President & Founder, Exclusive Concepts, Inc.
Facebook is becoming the #1 growth channel for retailers. Users aren't searching for products, but they are open to discovering them. To acquire new sales, the products you promote in your ads need to be relevant to each shopper, and your content needs to connect with them on a human level. Attend this session to learn which campaigns perform the best, and how to overcome common Facebook marketing challenges.

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Scott Smigler

President & Founder
Exclusive Concepts, Inc.

TRACK D: Workshops

1:30 PM - 3:15 PM New Market Entry Deep Dive Workshop

Carl Miller, Managing Director, GRIN Labs

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Carl Miller

Managing Director
GRIN Labs

Invitation-Only Bourbon Tasting

2:45 PM - 4:45 PM Hosted By: eShopworld

TRACK A: Data, Analytics & Attribution

2:55 PM - 3:25 PM Panel Discussion: Using Data To Design Customers Experiences That Encourage The Sale

Tara Foley, Founder & CEO, Follain Marta Dalton, Director, eCommerce , Coca-Cola
Retailers are collecting more customer data than they can handle, but how much do they really need and how much of it is actually valuable? Find out how retailers are using data to help them design more relevant, personalized experiences. Discuss how you can:

Drive your customer towards a specific shopping activity using data
Leverage and redeploy that customer data (purchase data, behavioral data, etc.) to encourage and present purchasing solutions
Redeploy customer data into a specific commerce experience
Understand the critical nature of offering these solutions as mobile is ever present to consumers today

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Tara Foley

Founder & CEO
Follain
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Marta Dalton

Director, eCommerce
Coca-Cola

TRACK B: Content, Customer Engagement & Personalization

2:55 PM - 3:25 PM Panel Discussion: Keep Your Customer Coming Back For More: Enhancing The Relationship With Your Brand

Kelsey Foy, Director, Retention Marketing, Eloquii Bob Sherwin, Senior Director Of Marketing, Wayfair, Inc. Tim Zawislack, Sr. Director, eCommerce, Delta Galil USA, Inc. Marty Berman, VP North America Remarketing, InMobi
Today’s connected customers are seeking more meaningful and deeper relationships with retailers. How can you provide experiences across all touch points that will foster brand love and turn your customers into true advocates?
Hear how to:

Recognize loyalty through UGC
Build loyalty and keep it
Develop advocacy with your customers

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Kelsey Foy

Director, Retention Marketing
Eloquii
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Bob Sherwin

Senior Director Of Marketing
Wayfair, Inc.
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Tim Zawislack

Sr. Director, eCommerce
Delta Galil USA, Inc.
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Marty Berman

VP North America Remarketing
InMobi

TRACK C: Testing & User Experience Optimization

2:55 PM - 3:25 PM Panel Discussion: Presenting The Best Possible Website Experience Using Usability Enhancements

Darren Johnson, Product Manager, Barkbox Myles Burke, COO, Nine Line Apparel
With endless buying options for consumers, retailers have to work harder than ever to create sites that are engaging and easy to navigate. What are some of the latest enhancements that are helping to differentiate the experience for consumers and increase conversions. Panelists will discuss how to:

Define the experience based on the user’s in-session actions (or prior actions)
Use data to change the experience
Determine what changes in the experience are valuable to the consumer
Bring customers through the funnel and convert them faster

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Darren Johnson

Product Manager
Barkbox
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Myles Burke

COO
Nine Line Apparel

TRACK D: Workshops

2:55 PM - 3:25 PM New Market Entry Deep Dive Workshop

Carl Miller, Managing Director, GRIN Labs

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Carl Miller

Managing Director
GRIN Labs

3:25 PM - 4:15 PM Afternoon Refreshments Break

Invitation-Only Wine Tasting

3:25 PM - 4:15 PM Hosted By InMobi

4:15 - Event Tracks and Retailer-Only Connections Continue

Retailer Only Connections

4:15 PM - 4:45 PM Women In ReTail Networking Reception & Panel

Christine Monaghan, VP, Digital, Astral Brands Shawna Kaplan Hausman, EVP, eCommerce and Digital Marketing , Mission
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.

Hosts and Panelists:

Christine Monaghan, VP, Digital, Astral Brands

Shawna Kaplan Hausman, EVP, eCommerce and Digital Marketing, Mission

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Christine Monaghan

VP, Digital
Astral Brands
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Shawna Kaplan Hausman

EVP, eCommerce and Digital Marketing
Mission

TRACK A: Data, Analytics & Attribution

4:15 PM - 4:45 PM Retail Session: Real World Data Attribution



TRACK A: Data, Analytics & Attribution

4:45 PM - 5:15 PM Panel Discussion Remix: Tracking Online To Offline Data To Paint A Holistic Customer Picture

Chip Reno, Senior Advanced Analytics Manager , T-Mobile Ingrid Milman, VP, Marketing & eCommerce, Sam Edelman Tom Dolan, SVP , MaxPoint
Brands are certainly not hurting for data. In fact, they have access to overwhelming amounts of customer data. The issue lies in connecting data points from multiple touch points and integrating third party data as well. Panelists will walk through their experiences with tracking online and offline data and tying it all together. Discuss how to:

Follow the customer across touch-points: tying together in-store CRM, in-store data and email marketing
Store data points by building a holistic customer profile to immediately know what the customer wants
Train in-store associates to be more efficient by leveraging stored data
Understand the relationship between mobile browsing and in-store purchases
Tie together CRM data to understand the customer journey

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Chip Reno

Senior Advanced Analytics Manager
T-Mobile
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Ingrid Milman

VP, Marketing & eCommerce
Sam Edelman
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Tom Dolan

SVP
MaxPoint

TRACK B: Content, Customer Engagement & Personalization

4:15 PM - 4:45 PM Panel Discussion Remix: Taking A Look At Personalization From Start To Finish

Michael Wystrach, Founder & CEO, Freshly Charis Loveland, Senior Product Manager, Data, Rue La La Hillary Settle, VP, eCommerce Marketing, Brayola Harsh Acharya, Senior Director, Product Management and Strategy, Dell.com
Personalization is the name of the game in retail right now, but actually getting started and executing it effectively is proving to be a challenge across all verticals. So, how can you get personal with your customers without crossing the line to creepy? What are the steps involved? Panelists will discuss:

Where to start with personalization—how to look at each section of the personalization journey
Acquisition – do you know where your customer came from, where they browsed, did you retarget them?
How to recognize a customer when they visit your site
What to show a customer on the site (ie recent purchases, etc)
Where does personalization come into play with advocacy and repurchase?

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Michael Wystrach

Founder & CEO
Freshly
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Charis Loveland

Senior Product Manager, Data
Rue La La
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Hillary Settle

VP, eCommerce Marketing
Brayola
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Harsh Acharya

Senior Director, Product Management and Strategy
Dell.com

TRACK B: Content, Customer Engagement & Personalization

4:45 PM - 5:15 PM Case Study: Taking Personalization To The Next Level Using Data

Going beyond 1:1 personalization to personalize on a deeper level
Putting support mechanisms in place to obtain customer data
Taking tailored advertising or personalized web experiences and layering them with customer preferences based on their locale
Increasing conversion rates and customer loyalty due to these personalized experiences

TRACK C: Testing & User Experience Optimization

4:15 PM - 4:45 PM Panel Discussion Remix: Testing: What Works, What Doesn’t, And How To Best Structure Your Program

Ilona Sobkowiak, Senior Director, Analytics , Vistaprint Courtney Graybill, VP, Digital Strategy & analytics, David`s Bridal
Clearly one of the most important aspects of building a website is usability testing…This is both an art and a science with many different approaches and techniques. Find out how this group of retailers is faring with testing and dig deeper into what’s working and what to avoid: Discuss:

Testing best practices
Finding clear cut winners for your tests
What should you be testing and why
What tests have made a material impact on site features or functionality

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Ilona Sobkowiak

Senior Director, Analytics
Vistaprint
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Courtney Graybill

VP, Digital Strategy & analytics
David`s Bridal

TRACK C: Testing & User Experience Optimization

4:45 PM - 5:15 PM Case Study: Understanding Your Brand Through Your Customers' Eyes

Elizabeth Bailey, VP, eCommerce & Consumer Business, SCOUT Kate Kegan, VP, Sales and Marketing, SCOUT
Elizabeth Bailey and Kate Kegan of SCOUT will walk you through the process that they went through to create their brand positioning statement, brand voice and buyer personas. Discuss:

How the process of reimagining your brand works from start to finish
How to use this information for every retail channel from website redesign to SEO to email to social
Lessons learned when developing new brand positioning and the impact it has on top line sales

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Elizabeth Bailey

VP, eCommerce & Consumer Business
SCOUT
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Kate Kegan

VP, Sales and Marketing
SCOUT

TRACK D: Workshops

4:15 PM - 5:15 PM New Market Entry Deep Dive Workshop

Relax with a cocktail at the end of the day, and chat with others who share your pain points. You’ll meet other retailers who can give you tons of advice and technology recommendations

Table 1: Are Data-Driven Decisions Really Possible In A Human Organization?
Host: Kylie Beals, Senior Director, Digital Marketing & CRM, Clark’s

Table 2: Hold Your Friends Close…And Amazon Closer
Host: Bob Land, VP, Customer Engagement, Dorel Juvenile

Table 3: Moving From Marketing Analytics To Data Science As A Marketer
Host: Chip Reno, Senior Advanced Analytics Manager, T-Mobile

Table 4: Optimizing Social Advertising With AI
Host: Heidi Maund, Director of eCommerce, Natori

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Bob Land

VP, Customer Engagement
Dorel Juvenile
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Chip Reno

Senior Advanced Analytics Manager
T-Mobile
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Heidi Maund

Director, eCommerce
Natori
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Kylie Beals

Director of Performance Marketing, eCommerce
Clarks

6:00 PM - 6:00 PM End Of Main Conference Day 2