eTail East 2017

August 14-August 17, 2017

The Sheraton, Boston

1.888.482.6012

The Search Display & Online Media Summit – August 14

Don’t Blow Your Budget On Search.
Here we delve into search vs. display, SEO, SEM and online advertising. Which of these vehicles heavily influence the purchase, and how can you get the most out of them without spending too much? You’ll talk to other retailers asking these questions too– we’ll run roundtables with subject experts throughout the day, mixing in case studies and panels that get into the nitty gritty.

07:50 AM - 08:30 AM Continental Breakfast & Registration

08:30 AM - 08:40 AM Welcome Remarks & Benchmarking Study

08:40 AM - 08:55 AM Keynote Chairperson’s Opening Remarks

Gary Smith, VP Worldwide Sales and Marketing, YourAmigo


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Gary Smith

VP Worldwide Sales and Marketing
YourAmigo

08:55 AM - 09:20 AM Keynote Case Study: How Edible Arrangements Used Localized SEM Ads To Bridge The Gap Between The Online And In-Store Channels

Drew Sirico, Sr. Director, Marketing & eCommerce, Edible Arrangements
While Search Engine Marketing, particularly Google AdWords, has been one of the top referring sources for traffic and revenue for Edible Arrangements national digital marketing campaigns, 1,200 Edible Arrangements locations were unable to participate at a local level. That was until a lightbulb idea and an interesting solution from a 3rd party agency paved the road for a true omnichannel paid search experience.

• How an opportunity was identified from a problem
• The challenges of balancing a local and national paid search effort
• How to inspire hundreds of non-techie small business owners to adopt complicated digital marketing tactics
• How the success of this program drove a digital-to-local movement


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Drew Sirico

Sr. Director, Marketing & eCommerce
Edible Arrangements

09:20 AM - 09:30 AM Roundtable Host Introductions

Table 1: How To Outrank And Take Business From Amazon
Moderators:
Gary Smith, VP, Worldwide Sales, Your Amigo
Jeff McRitchie, VP, eCommerce & Co-Founder, MyBinding.com

Table 2: Boosting Paid Search Performance With Audience Targeting (Not Retargeting)
Moderator: Oren Netzer, Co-Founder and CEO, cClearly

Table 3:
Moderator: Jaime Smith, Director of Integrated Media Strategy, Elite SEM

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Jeff McRitchie

VP, Marketing
Mybinding.com
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Oren Netzer

Co-Founder and CEO
cClearly
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Gary Smith

VP Worldwide Sales and Marketing
YourAmigo
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Jaime Smith

Director, Integrated Media Strategy
Elite SEM

10:30 AM - 10:55 AM Coffee & Refreshments

As search continues to evolve, it’s important to stay on top of emerging trends and search platform changes that could impact both your paid search and SEO efforts. Panelist will provide their take on how landscape is evolving and what they are doing differently now to optimize their search investments. Discuss:

What are the key differences between different search platforms and technologies?
What types of technology do you need to be successful with paid search? SEO?
What KPIs you should you look for to ensure your technology is successful?
How is search marketing evolving (moving away from being keyword based only)?
How are you working with partners to identify the best strategy? Or are you using an integrated team in-house? Why?


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Debbie Johnsen

Digital Marketing Director
The Watergate Hotel
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Gary McEldowney

VP, Marketing
Allergy Buyers Group, LLC
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Dan Marques

Senior Director, eCommerce & Online Marketing
Talbots
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Jeff McRitchie

VP, Marketing
Mybinding.com

11:30 AM - 12:00 PM Keynote Case Study Remix: Maximize Customer Engagement With Thematic Shopping To Create Brand Integrations With A Sales Component

Craig Kapilow, Senior Director, Integrated Marketing, Rue La La
Rue La La is maximizing high levels of consumer engagement within its thematic shopping franchises (i.e. Rue Kitchen, What's In Her Bag) to create native integration opportunities. This innovation centers on a sales component, offering brands a unique position on how best to sit at the intersection of content and commerce in the digital world.

This talk will:
Focus on how native content in the private sale space offers brands the ability to advertise while simultaneously monetizing the digital spend
Illustrate Rue La La's mobile penetration as a vehicle to drive high levels of consumer engagement
Explore how Rue La La helps brands with their consumer acquisition strategy

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Craig Kapilow

Senior Director, Integrated Marketing
Rue La La
Table 1: How To Outrank And Take Business From Amazon
Moderators:
Gary Smith, VP, Worldwide Sales, Your Amigo
Jeff McRitchie, VP, eCommerce & Co-Founder, MyBinding.com

Table 2: Boosting Paid Search Performance With Audience Targeting (Not Retargeting)
Moderator: Oren Netzer, Co-Founder and CEO, cClearly

Table 3:
Moderator: Jaime Smith, Director of Integrated Media Strategy, Elite SEM

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Jeff McRitchie

VP, Marketing
Mybinding.com
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Oren Netzer

Co-Founder and CEO
cClearly
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Gary Smith

VP Worldwide Sales and Marketing
YourAmigo
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Jaime Smith

Director, Integrated Media Strategy
Elite SEM

1:00 PM - 2:00 PM Lunch For All Attendees



The big question faced by retailers is whether to compete with marketplaces or collaborate. Certainly there are risks with collaborating and for some retailers, it simply doesn’t make sense. In this panel, discuss ways to ensure that you can continue to compete and earn customer loyalty by providing value that cannot be found elsewhere. Discuss:

• Limiting short term incentives like promotional pricing and coupons for a long-terms pricing strategy
• Analyzing data to be smart about discounts and product mix to offer everyday low prices, even as loss leaders
o Showcasing most searched-for items at lowest prices to drive overall consumer price perception
• Different strategies for different categories: testing which pricing models work best per product vertical

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Linda Voracek

Group Vice President, Chief Merchant
Sally Beauty
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Jessica Thompson

Sr. Digital Acquisiton Lead
Plow & Hearth
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John Gilson

Director, eCommerce
SPY
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Charlie Ninegar

VP, Sales
SPY

2:35 PM - 3:00 PM Retail Case Study Remix: Cutting Through The Noise Of Attribution And Incrementality

Mosheh Poltorak, Director, Digital Marketing, Blinds.com (A Home Depot Company)
As marketers we aim to allocate advertising funds to where they have greatest effect, but how do we know what’s working and what isn’t? Join Mosheh Poltorak, Director of Digital Marketing at Blinds.com, as he shares practical approaches to measuring the success of your digital campaigns while also exploring:

• Methods and examples of testing incremental lift
• Ideas for segmentation of your retargeting program
• Mapping your customer funnel across multiple channels

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Mosheh Poltorak

Director, Digital Marketing
Blinds.com (A Home Depot Company)

3:00 PM - 3:40 PM Afternoon Coffee & Refreshments



Search rankings are still very critical to retailers, but how can you stay on top of the latest changes to ensure you aren’t missing out on clicks and sales? Find out how to navigate search challenges and discuss where improvement opportunities could exist for your brand. A diverse group of retailers will address some of the following issues:

How are Google enhancements impacting your business?
If you make a change to your search program, how can you help predict the impact?
How can site extensions potentially hurt you?
Are they helping your brand to better understand whether certain features are helping you or hurting you?

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Jessica Thompson

Sr. Digital Acquisiton Lead
Plow & Hearth
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Ashley Serotta

Senior Director, Digital Marketing & eCommerce
Living proof, Inc.

4:10 PM - 4:30 PM Case Study: How Living Proof Learned To Love Search

Ashley Serotta, Senior Director, Digital Marketing & eCommerce, Living proof, Inc.
At Living Proof, we knew that mastering paid search was going to be the hard-working foundation to their eCommerce growth. We have been maniacal testers and optimizers and are ready to share our most impactful successes (and a few hair tips) with you including:

- How to make your campaigns work hardest for you
- How to stop hemorrhaging budget
- How competitive (or not) to be for your terms
- What to do about Bing

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Ashley Serotta

Senior Director, Digital Marketing & eCommerce
Living proof, Inc.

4:30 PM - 4:30 PM Conclusion Of The Search, Display & Online Media Summit



4:45 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 - 6:30 PM Eats at Eataly Reception

Join the Eataly experience at our Welcome Reception. Italian cuisine, specialty wines and herb-infused cocktails await! Limited availability. Sign up onsite!

6:30 PM - 6:30 PM Registration Closed