Web Team Demo Site
August 06 - 09, 2024
JW Marriott, Palm Springs, CA
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.
7:35 am - 8:05 am
EST
Grab & Go Breakfast and Registration Inside The Solution Zone
8:05 am - 8:20 am
EST
Chairperson's Opening Remarks
8:20 am - 8:40 am
EST
Keynote: Leading The Charge To Digital Transformation
Ghalia Bhatty -
Chief eCommerce and Digital Officer, Scholastic Reading Club,
Scholastic
Ghalia Bhatty, Chief eCommerce and Digital Officer at Scholastic will talk you through their digital transformation journey and what she's learned through the process. Discuss ideas for:
- Defining digital transformation within your organization
- Gaining internal buy-in for digital disruption
- Analyzing the end to end requirements needed to get started with a transformation
- Developing a clear framework for digital transformation
- Using data as the fuel to accelerate the transformation
•Preparing for the impact on your marketing, supply chain, etc
8:40 am - 9:15 am
EST
Keynote Panel Discussion: Marketing And Retail Experiences Of The Future: Opportunities And Challenges
Gwen Bennett -
SVP, eCommerce & Marketing,
Destination Maternity
Eleanor Morgan -
SVP, Customer Experience,
Casper
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.
9:15 am - 9:30 am
EST
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.
9:30 am - 10:20 am
EST
"The Hangover Cure" Refreshment Break In The Exhibit Hall
10:20 am - 10:40 am
EST
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
10:40 am - 11:00 am
EST
Keynote Client Case Study
11:00 am - 11:30 am
EST
Keynote Panel Discussion: Mapping Out Innovative Retail Experiences
Sabeen Mian -
Head of Brand Partnerships,
Ipsy
As today's customer continue to be barraged with information and endless shopping options, how can your brand truly stand out? Hear from a diverse group of panelists as they talk through the approaches they are taking to drive customer engagement and stand out among all of the noise.
Discuss:
- Examples of innovative retail experiences online and offline
- Creating an environment that embraces change and innovation
- Capturing customer feedback to continuously inform UX
- Testing these ideas and examining what's resonating with your target customer
11:30 am - 11:55 am
EST
Guest Speaker: Digital Transformation: How To Turn Your Company Into A Digital Master
George Westerman -
Principal Research Scientist, Initiative For The Digital Economy,,
MIT Sloan School Of Management
What do companies as diverse as Burberry, Caesar’s, Nike, Codelco, and Asian Paints have in common? They are all Digital Masters: they use social, mobile, analytics and other technologies to transform the way they do business. Regardless of their industry, Digital Masters are 26% more profitable than the competition, giving them a huge digital advantage. As part of their DNA, Digital Masters invest in digital innovations and build the leadership skills to turn technology into transformation. This session will help leaders at all levels to play their parts in the strategic digital conversation.
George Westerman
Principal Research Scientist, Initiative For The Digital Economy,MIT Sloan School Of Management
11:55 am - 12:15 pm
EST
Keynote Client Case Study Presented by Voysis
Executive, Voysis
12:15 pm - 12:35 pm
EST
Fireside Chat: Disrupting A Multi Billion Dollar Industry
Susan Tynan -
Founder & CEO,
Framebridge
Susan Tynan, The Founder and CEO of Framebridge will talk about how she’s made custom framing mainstream by disrupting the entire framing industry and making a once costly and cumbersome experience a simple and affordable one. Hear more about their model, their successes, how they have scaled the business and their plans for the future.
12:35 pm - 12:55 pm
EST
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.
12:55 pm - 1:55 pm Meet And Greet Lunch & Networking For All Attendees
12:55 pm - 1:55 pm Invitation-Only Private Workshop & Luncheon sponsored by Instart
Track A: Data, Analytics & AI
1:55 pm - 2:05 pm Chairperson's Opening RemarksTrack A: Data, Analytics & AI
2:05 pm - 2:35 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.
Eric Hanson
Director Digital Experience, Product Management & Omni-channel IntegrationLowe's Companies, Inc.
Track A: Data, Analytics & AI
2:35 pm - 2:55 pm Innovation SpotlightHear from a leading technology company in this interactive presentation session.
Track A: Data, Analytics & AI
2:55 pm - 3:15 pm Panel Discussion: Achieving Personalization At Scale With AI Mark Bietz - CMO, FUN.com Eli Winkler - VP, Marketing, Digital CX & eCommerce, La-Z-Boy
Track B: Content, Customer Engagement & Personalization
1:55 pm - 2:05 pm Chairperson's Opening RemarksTrack B: Content, Customer Engagement & Personalization
2:05 pm - 2:35 pm Case Study Remix: Leveraging Brand Collaborations—The Benefits Of Strategic Partnerships JR Badian - CMO, Chef’dMultiple 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
Track B: Content, Customer Engagement & Personalization
2:35 pm - 2:55 pm Innovation SpotlightHear from a leading technology company in this interactive presentation session.
Track B: Content, Customer Engagement & Personalization
2:55 pm - 3:15 pm Panel Discussion: Shoppable Custom Branded Content As A Consumer Engagement Vehicle Craig Kapilow - Senior Director, Integrated Marketing, Rue La La Caroline Culbertson - Director, Marketing, BetabrandPanelists 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.
Track C: Testing & User Experience Optimization
1:55 pm - 2:05 pm Chairperson's Opening Remarks Jay Smith - Founder & CEO, Webscale
Track C: Testing & User Experience Optimization
2:05 pm - 2:35 pm Case Study Remix: Optimizing The Mobile App Experience Brian Schultz - Senior Director, eCommerce & Digital Product Management, Crate and BarrelHear how Crate & Barrel has re-imagined the app experience to allow for new ways to engage their customer including a 3D room designer.
Discuss:
- Designing innovative components to engage your customers and help them along the path to purchase
- 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
Track C: Testing & User Experience Optimization
2:35 pm - 2:55 pm Innovation SpotlightTrack C: Testing & User Experience Optimization
2:55 pm - 3:15 pm Panel Discussion: Effective Website Testing & Optimization Tools Asim Shaikh - Senior eCommerce Manager, Personalization and Optimization, Lenovo
Track D: Retailer-Only Connections
1:55 pm - 2:35 pm Campfire Discussion: Growth Hacking: Building Cross-Functional Teams For Maximum Revenue Generation Bogdan Constantin - CMO, Generation Tux/MenguinRelax 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
Track D: Retailer-Only Connections
2:35 pm - 3:10 pm Campfire Chat: Getting Creative With Your Web Content Bhavna Patel - Director, Digital & Brand Marketing, Avery Products CorporationRelax 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
3:15 pm - 4:00 pm
EST
Happy Hour In The Exhibit Hall
Track A: Data, Analytics & AI
4:00 pm - 4:25 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.
Track A: Data, Analytics & AI
4:25 pm - 4:35 pm Innovation SpotlightHear from a leading technology company in this interactive presentation session.
Track A: Data, Analytics & AI
4:35 pm - 5:00 pm Using AI and Machine Learning To Improve UX Abishek Shastry - Group Product Manager, Shopping Experience, Dell.com
Track B: Content, Customer Engagement & Personalization
4:00 pm - 4:25 pm eTail TONIGHT: Using Segmentation To Create More Meaningful Customer Experiences Laura Hutchinson - Senior Director, North America Marketing Strategy & Insights, Cimpress
Track B: Content, Customer Engagement & Personalization
4:25 pm - 4:35 pm Innovation SpotlightHear from a leading technology company in this interactive presentation session.
Track B: Content, Customer Engagement & Personalization
4:35 pm - 5:00 pm Case Study: Using Niche Marketing As A Competitive Advantage Laura Hnatow - VP, Marketing & eCommerce, Sea Bags
Track C: Testing & User Experience Optimization
4:00 pm - 4:25 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. Sarah Skinner - Sr. Director, Digital Marketing, Kate Somerville
Track C: Testing & User Experience Optimization
4:25 pm - 4:35 pm Innovation SpotlightHear from a leading technology company in this interactive presentation session.
Track C: Testing & User Experience Optimization
4:35 pm - 5:00 pm Case Study: Experimentation at Blue Apron: How to Deliver a Great Customer Experience Through Testing John Cline - Senior Engineering Manager, Blue ApronFor 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
Track D: Retailer-Only Connections
4:00 pm - 5:00 pm Women In eTail Networking Reception & PanelOkay 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.
5:00 pm - 5:45 pm
EST
Retailer-Only Chats And Cocktails (Pick A Table And Grab A Drink)
Anshuman Taneja -
VP, Product & UX,
American Eagle Outfitters
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
