PREVIEW GUIDE TUESDAY / JUNE 5 / PRE-CONFERENCE · 8:15-8:30 a.m. Welcome & Introduction / David Southworth, Vice President, IRCE | Emerald Expositions ... in Digital Marketing Heaven

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TUESDAY / JUNE 5 / PRE-CONFERENCE

7-8:45 a.m. Registration

8:45-9 a.m. Welcome & Introduction

9-9:45 a.m. The Amazon Effect — A Look 5 Years Ahead

9:45-10:15 a.m. Going Direct: How Being a Vendor Can Scale Your Business

10:15-10:30 a.m. Break (sponsored by ROI Revolution)

10:30-11 a.m. Leveling the Playing Field: Recent Enhancements for Marketplace Sellers

11-11:45 a.m. How to Get Your First 50 Reviews

11:45 a.m.-12:45 p.m. Lunch (sponsored by ROI Revolution)

12:45-1:15 p.m. Global Gusto: Expanding with Amazon Outside of U .S .

1:15-2 p.m. Playing by the Rules: Avoid TOS Violations and Account Suspensions

2-2:30 p.m. Fulfillment 201: Getting Your Products to Customers

2:30-2:45 p.m. Break (sponsored by ROI Revolution)

2:45-3:30 p.m. Mastering Amazon PPC Ads

3:30-4 p.m. How I Launched and Scaled an Amazon Business

4-4:45 p.m. Ask Away: Q&A with Workshop Speakers

4-6:30 p.m. WELCOME RECEPTION IN THE EXHIBIT HALL

AMAZON & ME WORKSHOP

2018: Your Best Amazon Year Yet

E-COMMERCE TECHNOLOGY WORKSHOP

Taking Your Business to the Next Level with Innovation

8:30-8:45 a.m. Welcome & Introduction

8:45-9:30 a.m. Idea to Doorstep: How to Configure the Omnichannel Tech Stack

9:30-10:15 a.m. Be Nimble, Be Quick: Optimize Your Technology Organization and Operations in an Innovative, Digital-First World

10:15-10:30 a.m. Break

10:30-10:55 a.m. E-Commerce Platform and Order Management Evaluations

10:55-11:20 a.m. Replatforming Requirements for Selection

11:20-11:45 a.m. Running Successful Implementations

11:45 a.m.- 12:30 p.m.

Optimizing the Ecosystem: Agencies, System Integrators, Services and Point Solution Vendors

12:30-1:30 p.m. Lunch

1:30-1:50 p.m. New Channel Plays: Lessons from Your Frenemy (aka Marketplaces)

1:50-2:10 p.m. New Channel Plays: Serving B2C & B2B on One Website

2:10-2:30 p.m. New Channel Plays: Lessons from a Global Winner

2:30-2:45 p.m. Break

2:45-3:30 p.m. 20 Technology Innovations in 40 Minutes

3:30-3:45 p.m. What’s Next: Social

3:45-4 p.m. What’s Next: Mobile

4-4:15 p.m. What’s Next: Personalization

4:15-4:30 p.m. What’s Next: Payments

8:45-9 a.m. The Drill

9-9:45 a.m. The Design Rules You Need to Know

9:45-10:30 a.m. Usability Basics

10:30-10:45 a.m. Break

10:45-11:30 a.m. Growing Your Customer Base

11:30 a.m.-Noon How I Hit 150% Growth — One Year at a Time

Noon-1 p.m. Lunch

1-1:45 p.m. Growing Your Sales on Amazon

1:45-2:30 p.m. Replatforming Your E-Commerce Site

2:30-3:15 p.m. Getting the Package to Customers: When — And If — to Outsource Fulfillment

3-3:15 p.m. Break

3:30-4:30 p.m. Live Reviews and Open Mic: Feedback Forum

NEW RECRUIT BOOT CAMP

Muscle Up for Success with Basic Training

DON’T MISS THIS

CHANCE TONETWORK!

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WEDNESDAY / JUNE 6 / MAIN DAY 1


8:15-8:30 a.m. Welcome & Introduction / David Southworth, Vice President, IRCE | Emerald Expositions

8:30-9 a.m. Keynote: Dave Gilboa, Co-Founder, Co-Chief Executive Officer, Warby Parker

9-9:30 a.m. Special Guest Speaker: Seth Godin, Author, “What To Do When It’s Your Turn”

9:30-10:30 a.m. Break

10:30-11 a.m. How Consumers are Driving Change in Retail

11-11:30 a.m. Lead by Example: Fostering Innovation in Your Organization

11:30 a.m.-1:15 p.m. Lunch

1:15-1:45 p.m. Is it More than Buzz? What Can AI Really Do for My Business?

1:45-2:15 p.m. Global Opportunities: Where to Go and How to Do It, Now

2:15-3:15 p.m. Break

3:15-3:45 p.m. Profitability: The Marketplace Conundrum: Short-Term Sales Versus Long-Term Value

3:45-4:15 p.m. Profitability: My Company’s Worth How Much? Assessing and Building Your Valuation

4:15-4:45 p.m. Profitability: The Real Metric Driving Profitability: Contribution Margin Analysis

4:30-6:30 p.m. COCKTAIL RECEPTION IN THE EXHIBIT HALL

Building Loyalty through High-Touch Customer Service

Manage Returns Effectively without Sandbagging Sales

Too Fast? Too Slow? Industry Standards and Customer Expectations for Delivery

How to Stay on Top of Operations when Selling Everywhere

Ensuring Security in a Less-Than-Secure Environment

Scaling Fulfillment and the Strategic Use of Seller-Fulfilled Prime

Check Me Out: Making Mobile Checkout Smooth and Easy

How to Apply the Strategies of Retail’s Top Email Marketers

Drive Loyalty by Getting Personal

Understand What Your Analytics are Telling You — and Take Action!

Reach Out and Acquire a Customer — Through Live Event Marketing

Creatively — and Cost-Effectively — Generate Content that Drives Conversions

Google and Facebook and Snapchat, Oh My! Where and How to Spend Your Ad Money Now

Connecting with the Z Generation

STRATEGIES FOR TOP EXECUTIVES TRACK

Managing For Today and Stewardship for Tomorrow

FULFILLMENT, OPERATIONS & CUSTOMER SERVICE TRACK

How the Back End Contributes to the Bottom Line

MARKETING: PROVEN WINNERS TRACK

Find New Ways with Tried and True Tactics

ANOTHER DON’T-MISS CHANCE TONETWORK!

IRCE 2018

JUNE 5-8, 2018 / CHICAGO / McCORMICK PLACE WEST irce.com 11

FASHION: TRY IT ON! TRACK

Fast, Bold Moves Notes

GET A DETAILED DESCRIPTION OF EACH SESSION ON PAGE 20.


8:15-8:30 a.m. Welcome & Introduction / David Southworth, Vice President, IRCE | Emerald Expositions

8:30-9 a.m. Keynote: Dave Gilboa, Co-Founder, Co-Chief Executive Officer, Warby Parker

9-9:30 a.m. Special Guest Speaker: Seth Godin, Author, “What To Do When It’s Your Turn”

9:30-10:30 a.m. Break

10:30-11 a.m. How Consumers are Driving Change in Retail

11-11:30 a.m. Lead by Example: Fostering Innovation in Your Organization

11:30 a.m.-1:15 p.m. Lunch

1:15-1:45 p.m. Is it More than Buzz? What Can AI Really Do for My Business?

1:45-2:15 p.m. Global Opportunities: Where to Go and How to Do It, Now

2:15-3:15 p.m. Break

3:15-3:45 p.m. Profitability: The Marketplace Conundrum: Short-Term Sales Versus Long-Term Value

3:45-4:15 p.m. Profitability: My Company’s Worth How Much? Assessing and Building Your Valuation

4:15-4:45 p.m. Profitability: The Real Metric Driving Profitability: Contribution Margin Analysis

4:30-6:30 p.m. COCKTAIL RECEPTION IN THE EXHIBIT HALL

OMNICHANNEL LEADERSHIP TRACKOptimizing Physical and Digital Assets

Visual Search — To Shorten the Trip from Need It to Get It Now

Home In on Best Ways to Scale for Rapid Growth

Shoppable Augmented Reality Puts New Face on Conversion, Personalization See Now Buy Now — Shoppable Content

Mine Social Media for Cues About the Next Big Thing

Makeover! Enlist Your Customers to Fix Your Website

How a Digital-First Strategy Elevates Shopper Engagement

Optimizing the Physical-Digital Blend to Increase the Spend

Sneak Peek into Shoppers’ Shifting Preferences at Every Touchpoint

Harmonize Systems for Optimum Visibility into Inventory — Everywhere

A Store Pickup Ecosystem for Online Orders

Think Mobile, Go Local: Digital Ads that Escort Shoppers into Your Store

Unlock the Secret to Incentives that Are Fair and Fruitful for All Channels

BOPIS and RFID and WDIDTS (Why Didn’t I Do This Sooner?)

A VERY SPECIAL

THANK YOU

TO OUR TITLE SPONSORS:

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8:15-8:45 a.m. Keynote: The Digital Innovation that Built a Houzz / Alon Cohen, President, Co-Founder, Houzz

8:45-9:15 a.m. Featured Address: Fashion Forward — Blending Data and Design to Succeed in Today’s Retail Environment / Mariah Chase, Chief Executive Officer, Eloquii

9:30-10:30 a.m. Break

10:30-11 a.m. Institutionalize Innovation — Even If You Can’t Swing a Lab

11-11:30 a.m. Insist on Collaboration? Honor the Cassandras on Your Team

11:30 a.m.-1:15 p.m. Lunch

1:15-1:45 p.m. Counter the Amazon Effect — Food for Thought

1:45-2:15 p.m. AR Done — And Fun! Don’t Abandon that Idea You Are Itching to Try

2:15-3:15 p.m. Break

3:15-3:45 p.m. Avoiding Pitfalls of Machine Learning with (Un)Common Sense

3:45-4:15 p.m. Think Like a Tech Startup: Tech Growth with Retail Efficiency

4:15-4:45 p.m. Personalization 2 .0: Making the Move to Individualization

Bye-bye, Buy Box: A Merchandising Strategy Gets a Boost by Going Private-Label

The Site Tweaks that Drive Sales

What’s Next: A Retailer’s Merchandising Team Looks Ahead

Optimizing Your Online Customer Experience for Sales

What Drives Shopper Decisions: Research These Metrics for Smarter Merchandising Using Machine Learning to Power Product Discovery for Big Results

It’s All About Us: How User-Generated Content Boosts Sales

Blending Branding with a Cause: How a Young Brand Built a Name by Targeting an Affinity and Doing Good

The Branding Value and ROI of Pop-Up Stores for Online Retailers

Video and Social: A Match Made in Digital Marketing Heaven

10 Cheap Ways to Acquire Customers and Spread the Word about Your Brand

Building Brand Credibility

The Medium Is the Message: How to Benefit from Traditional Media Advertising

From Micro Brand to Mega Hit: What Facebook Advertising Taught Us About Growing a Brand via Social

THURSDAY / JUNE 7 / MAIN DAY 2

MANAGING TECHNOLOGY TRACK

Making the Right Decisions in a World of Choice

MERCHANDISING TRACK

The Fine Art of Connecting with Online Shoppers

BRAND BUILDING TRACK

Getting Recognition in a Crowded Online Market

IRCE 2018


Notes

GET A DETAILED DESCRIPTION OF EACH SESSION ON PAGE 27.


8:15-8:45 a.m. Keynote: The Digital Innovation that Built a Houzz / Alon Cohen, President, Co-Founder, Houzz

8:45-9:15 a.m. Featured Address: Fashion Forward — Blending Data and Design to Succeed in Today’s Retail Environment / Mariah Chase, Chief Executive Officer, Eloquii

9:30-10:30 a.m. Break

10:30-11 a.m. Institutionalize Innovation — Even If You Can’t Swing a Lab

11-11:30 a.m. Insist on Collaboration? Honor the Cassandras on Your Team

11:30 a.m.-1:15 p.m. Lunch

1:15-1:45 p.m. Counter the Amazon Effect — Food for Thought

1:45-2:15 p.m. AR Done — And Fun! Don’t Abandon that Idea You Are Itching to Try

2:15-3:15 p.m. Break

3:15-3:45 p.m. Avoiding Pitfalls of Machine Learning with (Un)Common Sense

3:45-4:15 p.m. Think Like a Tech Startup: Tech Growth with Retail Efficiency

4:15-4:45 p.m. Personalization 2 .0: Making the Move to Individualization

MARKETING: NEW TACTICS TRACK

Reaching Shoppers in Fresh Ways

MARKETPLACES TRACK

Marketplaces: The 21st Century Shopping Mall

Hit Your Target with Smart Social Ad Campaigns

Go Native: Maximize the Potential of a Consumer-Generated Content Landslide

AI-Infused Marketing

How to Sell Online When Google and Facebook Won’t Take Your Ad Money

Keywords: A Picture’s Worth a Thousand Clicks

Advertising Morning, Noon and Night: Reaching Consumers Across Devices

Friend or Foe: Marketing in the Age of Amazon

Marketplaces in 2018 and What’s Coming in 2019

Crunch the Numbers — Is it Marketplaces or Just Me?

Niche Marketplaces — When It’s Time to ‘Go Vertical’

Beyond Selling: Marketplaces as a Customer Acquisition Channel

Marketing on Amazon

Whack-a-Mole Medalists — Making MAP Happen and Grey Be Gone!

Calling All Brands: Your Amazon Checklist to Drive Sales

A VERY SPECIAL

THANK YOU

TO OUR TITLE SPONSORS:

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FRIDAY / JUNE 8 / POST-CONFERENCE

7:30 a.m.-Noon Registration

8-8:15 a.m. The State of E-Commerce Search

8:15-8:45 a.m. Paid Search Cross-Device Growth: Tactics to Drive Campaign Results on Mobile

8:45-9:15 a.m. Overhauling Your Site? Save Your SEO

9:15-10:15 a.m. Live Site Reviews for SEO

10:15-10:30 a.m. Break

10:30-11:15 a.m. How to Attract Bonafide Backlinks that Boost SEO

11:15-11:45 a.m. Leveraging Paid Search for Multichannel Success

11:45 a.m.- 12:15 p.m.

Folding Voice Search into Your Search Strategy

12:15-1 p.m. Why Content’s Key as SEO Evolves

12:15 p.m. Boxed Lunch Provided

8-8:15 a.m. Welcome & Introduction

8:15-8:45 a.m. New Design Ideas that Help Shoppers Browse and Buy

8:45-9:30 a.m. Speed Leads: 5 Mobile Design Tips for Increasing Conversion

9:30-10:15 a.m. Re-evaluating Your Brand New Site: Why You Should Keep on Digging

10:15-10:30 a.m. Break

10:30-11:15 a.m. Optimizing for Conversion? It’s All About Testing

11:15-11:45 a.m. Free and Low-Cost Tools for Mobile Design

11:45 a.m.- 12:15 p.m.

Designing for Social Media

12:15-1:15 p.m. Eye on Design: Live Site Reviews


8-8:15 a.m. Welcome & Introduction

8:15-8:45 a.m. A B2B Digital Transformation — At Scale

8:45-9:30 a.m. Trends and Dialog: What’s Ahead for B2B

9:30-10:15 a.m. Self-Service and Sales Reps: Getting the Most Profitable Mix

10:15-10:30 a.m. Break (sponsored by Netsuite)

10:30-11:15 a.m. Personalization: How to Win More Market Share

11:15-11:45 a.m. Product Information Management, the Foundation of a Strong E-Commerce Site

11:45 a.m.- 12:30 p.m.

Amazon Business: Strategies for Co-opetition

12:30-1:15 p.m. Live Site Reviews: How Well Does Your B2B Site Measure Up?


SEARCH WORKSHOP

Are Your SEO and SEM Keeping Up?

DESIGN & USABILITY WORKSHOP

The Techniques that Engage Consumers

B2B WORKSHOP

B2B E-Commerce: No Turning Back

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8:45-9 a.m.Welcome & Introduction

SPEAKER: Fahim Naim, Founder, eShopportunityThe 2018 IRCE Amazon & Me Workshop chairman will kick off the day with some eye-opening metrics and developments at Amazon that will impact your business in the year ahead . As a former Amazonian, our chair brings an insider’s view of what’s cooking at Amazon and how e-retailers

can best prepare for the year ahead to maximize sales and margins .

9-9:45 a.m.The Amazon Effect — A Look

5 Years AheadSPEAKER: Richard Hastings, Macro Strategist, Seaport Global Securities

If the past year at Amazon is any indication, Amazon will continue to drive change for customers and sellers alike . New business lines, new Prime

subscription models, new stores, new delivery models — that’s just the beginning . Our speaker, well-known for his astoundingly accurate predictions, will give us his insights into the next five years at Amazon .

9:45-10:15 a.m.Going Direct: How Being a

Vendor Can Scale Your BusinessSPEAKERS: Carly McGinnis, General Manager, Exploding Kittens; Retailer TBDThere is a reason why so many well-known brands sell directly to Amazon and become a Vendor to Amazon . Not only does becoming a vendor grant your products admission to certain programs like Amazon Fresh, Prime Now, or Pantry, but it also opens up new marketing opportunities such as Gift Guides, Category Store Placements and Amazon Corporate Emails . Research shows product listings with “ships from and sold by Amazon .com” inspire greater trust by customers and higher conversions . This session will highlight how attendees can leverage Vendor Central to establish and scale business on Amazon .

10:15-10:30 a.m.Break

Sponsored by ROI Revolution

10:30-11 a.m.Leveling the Playing Field:

Recent Enhancements for Marketplace SellersSPEAKERS: Caleb Light, Vice President, Sales, Power Practical; Kelly Fedio, Founder, President, One Savvy LIfeUntil recently, many sought-after marketing vehicles on Amazon, such as A+ Enhanced Content, were primarily reserved for vendors who sell directly to Amazon . Times are changing, and many of these tools are now being offered to brand-registered marketplace sellers . This session will cover several tools that sellers can leverage to grow their brand sales, including Enhanced Brand Content, Headline Search, Video, Amazon Stores and more . This session will be of interest to third-party sellers, as well as Amazon vendors considering a third-party account in addition to their wholesale relationship with Amazon .

11-11:45 a.m.How to Get Your First

50 ReviewsSPEAKERS: Jeff Cohen, Chief Marketing Officer, Partner, Seller Labs; Joe Jaconi (pictured), Co-Founder, Chairman, Tech Armor

It is common knowledge that product reviews are a key factor influencing shoppers’ buying decisions — and reluctance to buy from certain sellers .

However, obtaining those initial reviews for a product is not clear cut nor easy .

AgendasPRE-CONFERENCE / MAIN DAYS / POST-CONFERENCE

TUESDAY / JUNE 5 PRE-CONFERENCE WORKSHOP

AMAZON & ME WORKSHOP2018: Your Best Amazon Year Yet

Amazon dominates the headlines, from its acquisition of Whole Foods to rumors of new business

lines or policies for sellers, and there are no signs of that changing any time soon. In this workshop, we will cover recent changes, strategies for both third-party marketplace sellers and vendors and ideas on how to scale your business while staying on the right side of Amazon’s terms of service. Learn firsthand from brands that have succeeded on Amazon as well as industry experts with deep knowledge and experience on all things Amazon.


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Amazon’s ban on incentivized reviews and shoppers’ ability to opt out of seller feedback emails makes getting those first 50 reviews for new products even more difficult . This session will cover a variety of strategies for a successful product launch including Vine and the Early Reviewer Program, sending relevant follow-up emails, driving external traffic, and more . This session will cover strategies for both third-party sellers as well as first-party vendors .

11:45 a.m.-12:45 p.m.Lunch

A boxed lunch will be served .Sponsored by ROI Revolution

12:45-1:15 p.m.Global Gusto: Expanding

with Amazon Outside of U.S.Amazon continues to expand its presence outside of the United States, and so should you . There are several programs offered by Amazon to make expanding internationally more accessible . This makes it easier to sell your products in North America, European Union, Asia, and more . In this session, we will cover the North America Unified Account, European Fulfillment Network, differences between selling in these countries as a marketplace seller or as a first-party vendor, and more .

1:15-2 p.m.Playing by the Rules:

Avoid TOS Violations and Account SuspensionsSPEAKERS: Cynthia Stine, President, eGrowth Partners; Mary Lee, President, BrandswalkThere is nothing sellers fear more than the dreaded “Your Account Has Been Suspended” email . With Amazon continuously changing its policies, and with a vague Terms of Service, sellers and vendors alike often find themselves wondering if what they are doing will result in an account or product suspension . Our speakers include an expert who helps sellers get their accounts reinstated after a suspension and a brand with experience and insights to share . This session will cover the most common causes of account and product suspensions, clearer guidance on certain vague areas such as attaining reviews, and advice on what to do if you face a suspension .

2-2:30 p.m.Fulfillment 201: Getting Your

Products to CustomersSPEAKERS: Katalin Cseke, Owner, WOD Fitters; Retailer TBDWhen it comes to fulfillment, it is often said that the devil is in the details . Fortunately, Amazon has a variety of programs to ensure customers receive their packages in a timely manner, even if they are not Amazon customers . During this session, we will review FBA Best Practices, Seller Fulfilled Prime, Multi Channel Fulfillment, and the Vendor Dropship program . This session will be of interest to both third-party sellers and first-party vendors, and will provide best practices on how to take advantage of various fulfillment options offered by Amazon .

2:30-2:45 p.m.Break


2:45-3:30 p.m.Mastering Amazon PPC Ads

SPEAKERS: James Kelly, Co-Founder, Jagerita Holdings; Mike Ewasyshyn, Product Manager, Marketplaces, ROI RevolutionWith millions of products on Amazon, how do you make yours stand out? Amazon has doubled down on its PPC Ad platform, allowing sellers and vendors the opportunity to bid for placements and increased visibility to customers . Sponsored Products and AMS are instrumental for many brands to increase discoverability and sales of their products, so how can you create an ad strategy that is still profitable? Our session will provide a comprehensive overview of how the various ad types work, with detailed suggestions on how you can optimize your campaigns to maximize return .

3:30-4 p.m.How I Launched and Scaled

an Amazon BusinessChances are you probably own, or have seen, the products sold on Amazon by our speaker’s company . This company has become one of the largest brands and sellers on Amazon . Our session will feature a senior executive who will walk us through the journey on launching and growing the brand on Amazon, along with some tricks he learned along the way .

4-4:45 p.m.Ask Away: Q&A with Workshop

SpeakersSPEAKER: Fahim Naim, Founder, eShopportunityThe final session of the day will provide an opportunity for the speakers to answer questions and dive deeper into topics from earlier in the workshop . Our panel of speakers will attempt to answer whatever question you throw at them — but don’t ask them where the Amazon Second Headquarters (HQ2) will be located because we have no idea .

4-6:30 p.m.Welcome Reception

Celebrate the opening of the exhibit hall! Open to all IRCE attendees, this reception features complimentary beer, wine and soft drinks .

8:30-8:45 a.m.Welcome & Introduction

SPEAKER: Bernardine Wu, Chief Executive Officer, FitForCommerceThe IRCE E-Commerce Technology Workshop Chair will kick off the day with the latest developments and trends taking shape that will influence how e-retailers will deploy technology in 2018 and beyond . Workshop loyalists who’ve attended in the past can expect a whole new menu of options to consider, obstacles to avoid and insights from those who’ve learned firsthand .


E-COMMERCE TECHNOLOGY WORKSHOPTaking Your Business to the Next Level with Innovation

The E-Commerce Technology Workshop covers the digital retail technologies and leading-

edge innovations to have on your roadmap and radar. In this high-energy workshop, we provide a deeper understanding of how technologies work together, which technologies to use and prioritize, and a showcase of digital innovations to grow sales and customer satisfaction.

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8:45-9:30 a.m.Idea to Doorstep: How to

Configure the Omnichannel Tech StackSPEAKERS: Kate Goodman, Vice President, E-Commerce, Reeds Jewelers; Retailer TBDSucceeding in today’s ever-changing digital commerce world requires mastering a complex mix of people, processes and technologies that must all work seamlessly together . From the originating idea of a product or purchase order through merchandising, marketing, content management, e-commerce, omnichannel, fulfillment and customer service — this session covers the full technology stack to support the customer journey . We explore the key areas the C-suite and senior leadership need to master and the technologies, including the marketing stack, required to support growth .

9:30-10:15 a.m.Be Nimble, Be Quick: Optimize

Your Technology Organization and Operations in an Innovative, Digital-First WorldSPEAKERS: Michael Earl, Senior Director, Omnichannel, Timbuk2; Retailer TBDAdapting and adjusting your technology to keep up with innovation is hard; adapting and adjusting your organization is harder . And at least as important . Retailers’ universal goal is a high-performing, agile, cross-functional team that can handle day-to-day operations as well as innovative growth . In this session, we’ll explore ways to instill that culture and create that team .

10:15-10:30 a.m.Break

10:30-10:55 a.m.E-Commerce Platform and

Order Management EvaluationsSPEAKER: Joanna Alexander, Senior Consultant, User Experience, Technology SME, FitForCommerceBefore we dive into e-commerce and order management platform selections and implementations, let’s understand how today’s platforms need to be evaluated and optimized — or “ripped and replaced .” This is a crash course on the types of platforms retailers are leveraging today, as well as how to manage the interoperability with other major components such as content management, customer relationship management, order management, product information management, and

point-of-sale systems . This session is well-suited for e-commerce beginners, but will have key takeaways on what’s new in the industry for the more advanced audience .

10:55-11:20 a.m.Replatforming Requirements

for SelectionFinding the best-fit solution is difficult and time-consuming . From key functionality to essential value-add features, platforms vary widely so our speaker will explore what you should know and do when selecting your e-commerce platform . In this session, you’ll learn the criteria to determine whether re-platforming is needed to keep up with customer demands, and if so, what is the best approach to running an effective decision-making process . You’ll walk away with a framework for rigorous requirements-gathering, a checklist of best practices and questions to ask your potential e-commerce platform provider .

11:20-11:45 a.m.Running Successful

ImplementationsSPEAKER: Rodney Woodruff, Vice President, Engineering, Weight Watchers International

So, you found your match . . .now what? Platform selection is only the starting point of your journey and creating the perfect relationship with

your solution vendor . In this session, we’ll tell you what to watch for and how to avoid most common mistakes, such as not accounting for scalability and failing to align your resources, so you don’t end up in a messy divorce with your platform — or any key system implementation .

11:45 a.m.-12:30 p.m.Optimizing the Ecosystem:

Agencies, System Integrators, Services and Point Solution VendorsSPEAKERS: Charles Hunsinger, Senior Vice President, Chief Information Officer, Oriental Trading Company; Grace Ansley, Director, E-Commerce, Halston

It takes a village . Digital commerce requires leveraging third-party technologies and service providers that design, develop, support and

sometimes manage components of your technology stack and digital portfolio . So, choosing the team and offering that you

might be calling at 2am is just as critical as choosing the technology . In this session, our speakers will draw from experience with the Agency, System Integrator and Services landscape and offer instructive guidance on what it takes to select partners and work successfully together .

12:30-1:30 p.m.Lunch

A boxed lunch will be served .

1:30-1:50 p.m.New Channel Plays:

Lessons from Your Frenemy (aka Marketplaces)It’s impossible to ignore the impact of marketplaces in retail . Instead of running away from Amazon and the likes, let’s learn from what they do best (such as increasing loyalty and customer retention by leveraging data) . In this session, we will explore how you can improve your business by adapting marketplace best practices and leveraging this channel to expand your reach — whether you sell on a marketplace or launch a marketplace of your own .

1:50-2:10 p.m.New Channel Plays: Serving

B2C & B2B on One WebsiteSPEAKER: Todd Morris, Founder, Chief Executive Officer, Brickhouse SecuritySelling direct to consumers is the core of e-commerce but selling to businesses can open up new paths to grow your businesses . B2B customers have a significantly higher average order value (AOV) and lifetime value (LTV), but they require a very different user experience . BrickHouse Security CEO Todd Morris will share best practices for serving B2C and B2B with one brand and one website including an overview of the technologies and tools, as well as the critical integrations with their enterprise systems that helped support and grow both sides of the business .

2:10-2:30 p.m.New Channel Plays: Lessons

from A Global WinnerGlobal expansion has never been easier in this digital world, but it doesn’t come without its headaches . There are many different approaches for going global and a myriad of services and technologies to consider . This session will cover when and how to expand to international markets leveraging a global maturity model that outlines the technologies and tools available at each stage .

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2:30-2:45 p.m.Break

2:45-3:30 p.m.20 Technology Innovations

in 40 MinutesSPEAKERS: Bernardine Wu, Chief Executive Officer, FitForCommerce; Matt Baer, General Manager, Vice President, Home, WalmartBack by popular demand! In this session, a leading retail executive and the Workshop Chair will lead a lightning round of 20 digital retail innovations to whet your appetite and get your roadmaps going . The speakers will share which of these innovations stand out and why they matter to e-retailers . Attendees will learn how to organize and optimize innovation as a sustainable program .

3:30-3:45 p.m.What’s Next: Social

SPEAKER: Elizabeth Schmidt, Director, Digital Marketing, Bucketfeet/Threadless

Social commerce has been “the next big thing” for a while, now . Learn about the latest in social commerce technologies, how to leverage them to

strengthen customer retention and explore ways to expand beyond yesterday’s online boundaries .

3:45-4 p.m.What’s Next: Mobile

Yes, you have mobile commerce . But you are being pinged by new mobile technologies every day . Which should you explore immediately? Which should you put on your roadmap? From location-based marketing technologies to artificial reality, virtual reality to artificial intelligence and voice search, we’ll cover today’s mobile innovations — that will soon become table stakes .

4-4:15 p.m.What’s Next: Personalization

SPEAKER: Dom Essig, Chief Experience Officer, BonobosPersonalization is a must-have for any successful retailer . And it is never “done .” From tweaks to large initiatives, retailers must always examine and improve data capture, analysis, tools, systems and execution . Our speaker will discuss the personalization technology advancements they’re planning for in 2019, and offer ideas attendees may consider and investigate for their own businesses .

4:15-4:30 p.m.What’s Next: Payments

SPEAKER: Dara Meath, Vice President, Retail Systems, Camuto GroupPayments technologies are now some of the coolest technologies around (who knew?) . A frictionless way to pay is of key importance to consumers . We’ll explore options, from contactless payments, near field communications (NFC), and digital currencies to more futuristic methods, such as paying with your face, and the technological considerations in leveraging these innovative technologies .



8:45-9 a.m.The Drill

SPEAKER: Scott Kincaid, Vice President, User Experience, Usability SciencesThis start to the day by Boot Camp head coach Scott Kincaid provides a brief overview of what the workshop will cover and how it will flow, what attendees can

expect to get out of this action-packed Day, and Boot Camp rules .

9-9:45 a.m.The Design Rules You Need

to KnowSPEAKERS: Jeffrey Von Tobel, E-Commerce Manager, Gold & Silver Pawn Shop; Kevin Richards, Chief Executive Officer, Ventura Web DesignThis session, led by an internet pioneer with more than 20 years of experience, will present general design rules that online retailers should know to create a visually appealing and efficient site that draws visitors into the site on arrival and makes them come back again . Should you rotate images on the home page? Should you prioritize the display of sales and discounts or your killer product images? This session will address the design questions most frequently asked by newer online retailers, to ensure that they’re on the right track as they build and refine their sites .

9:45-10:30 a.m.Usability Basics

SPEAKER: Scott Kincaid, Vice President, User Experience, Usability SciencesAs much as on visual appeal and serving up the right content at the right time, the success of your e-commerce site depends on how well visitors can navigate its pages and progress through the purchase process . The design and usability of your site are closely related . This session will cover the most common bottlenecks that keep shoppers on a site from completing the tasks they need to find what they want and complete a purchase . You’ll learn about the critical importance of gauging both shopper reaction to and the speed and performance of site features, and about how and what to test first .

10:30-10:45 a.m.Break

10:45-11:30 a.m.Growing Your Customer Base

SPEAKERS: Daniel Alarik (pictured), CEO & Founder, Grunt Style; Steve Weiss, Founder & CEO, MuteSix

While still on active duty in 2009, Drill Sergeant Daniel Alarik grew frustrated when he couldn’t find t-shirts that showcased his country’s military pride . So

he decided to design his own . Today, Grunt Style is the largest military and patriotic lifestyle apparel brand in the U .S .


NEW RECRUIT BOOT CAMPMuscle Up for Success with Basic Training

If you’re a newer online retailer looking to power your business to the next level, IRCE’s new 2018

Boot Camp is for you. The interactive workshop will provide a 101 course-level guide to the key elements of e-commerce where you’ll need to muscle up if you if you want to build success. Boot Camp will visit the basics from design to marketing to fulfillment and technology in a fun, inclusive program. To get the most out of the day, Boot Camp calls on all recruits to pump up for a busy day, engage with your instructor coaches and each other, and don’t sit back!

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With no brick-and-mortar stores, Grunt Style relies entirely on its website for sales . A month after overhauling its initial marketing campaigns, Grunt Style’s sales increased by nearly 3x, its revenue increased by 267% and its Google AdWords costs dropped by 55 percent . How did that happen? This session will track the key shifts in use of paid advertising, SEO, remarketing and a refocus on mobile that drove results, with lessons for all .

11:30 a.m.-NoonHow I Hit 150% Growth —

One Year at a TimeSPEAKERS: Byron Holderman, E-Commerce Manager, Unique Truck Equipment; Ryan DeWard, President, Unique Truck EquipmentWith so many competing demands and opportunities ranging from advertising to technology, retailers newer to e-commerce may not know where to focus next in aiming for growth . Our speakers’ advice is to jump in, start somewhere and learn by experience, even as you know you’ll be re-evaluating your efforts and making changes later . Over the past six years, trial, error and some outside advice have gradually surfaced the 10 strategies that have made the greatest difference to their e-commerce site’s growth, and they span initiatives from online marketing to order processing efficiency to site enhancements, customer service and more . Hear how this online retailer gradually mastered a range of disciplines within e-commerce to attain 150% growth over the past six years — by stepping up and learning by doing .

Noon-1 p.m.Lunch

A boxed lunch will be served .

1-1:45 p.m.Growing Your Sales on Amazon

SPEAKERS: Jeff Cohen, Chief Marketing Officer, Partner, Seller Labs; Mike Brown, Founder, Death Wish CoffeeIn this session, attendees will learn how this process works from start to end, including a first-person report from a category leader selling on Amazon . It will round up at a 101-course level what retailer should do to get started or to further expand their presence on Amazon . Our speakers will review the opportunities and requirements of the third-party Amazon Marketplace and selling on Amazon Seller Central, open to all merchants; and Amazon Vendor Central,

the web interface for manufacturers (called first-party sellers) . Newcomers and those recently established on Amazon will gain greater understanding of how to work effectively within the Amazon ecosystem to drive sales and profits .

1:45-2:30 p.m.Replatforming Your

E-Commerce SiteSPEAKER: Cherri Newbury, President & Co-Founder, DiscountCoffee.com

Replacing or adding to the technology supporting your online store can increase or speed up functionality and features that can strengthen

customer engagement, drive sales and even make back-end operations easier . It’s also time-consuming, potentially expensive and risky . Our speaker in this session says replatforming can be a win, but only if site operators first establish exactly why it’s needed and what they want to accomplish by answering some key questions . This session will address a framework for how to justify replacing or beefing up e-commerce site technology, including ensuring before doing anything that you’re making the most of the technology you already have . It also will offer top-line advice on evaluating tech vendor prospects .

2:30-3:15 p.m.Getting the Package to

Customers: When — And If — to Outsource FulfillmentSPEAKERS: Chase Purles, Chief Executive Officer, SweatBlock; Krish Iyer, ShipStationOnce online retailers reach a certain scale, outsourcing fulfillment becomes

a key consideration if they are to stay competitive . Are the time and energy expended on do-it-yourself fulfillment saving resources or limiting growth? What about drop-shipping options, and how do you negotiate the best shipping arrangements with carriers? Using the real-life experience of an online retailer, our speakers will examine the costs and charges that make up fulfillment, at what point in a e-retailer’s growth it should consider outsourcing fulfillment and tips on evaluating and negotiating with fulfillment services providers and carriers .

3-3:15 p.m.Break

3:30-4:30 p.m.Live Reviews and Open Mic:

Feedback ForumIn this last session of Boot Camp — for which workshop speakers return — live, on-the spot reviews of e-commerce sites volunteered by attendees from the floor will be provided by the day’s coach instructors . This session also offers a wide-open chance to ask about any aspect of e-commerce or your site . Grab a microphone in this session of reviews and Q & A to speak up on your issue to get the year’s best free advice from our experts and tap the experience of your peers .



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Main Day 17-8:15 a.m.Registration

8:15-8:30 a.m.Welcome & IntroductionSPEAKER: David Southworth, Vice President, IRCE | Emerald ExpositionsWelcome to the 14th annual Internet Retailer Conference & Exhibition!

8:30-9 a.m.KeynoteDave Gilboa, Co-Founder, Co-Chief Executive Officer, Warby Parker

Dave Gilboa is the co-founder and co-chief executive officer of Warby Parker, a fashion brand offering designer eyewear while

leading the way for socially conscious businesses . Prior to Warby Parker, Dave was an associate at merchant bank Allen & Company and, earlier, worked at Bain & Company . He also served as special assistant to the founder and CEO of the TriZetto Group, and has held strategy and business development roles at Genomic Health and Crescendo Bioscience . He has worked extensively with non-profit organizations, and serves as a founding member of the Entrepreneur Board of Venture for America, an organization dedicated to mobilizing graduates as entrepreneurs

in low-cost cities . Born in Sweden and raised in San Diego, Dave holds a BS in Bioengineering from the University of California at Berkeley and an MBA from the Wharton Business School .

9-9:30 a.m.Special Guest SpeakerSeth Godin, Author, “What To Do When It’s Your Turn”

Seth Godin is the author of 18 books that have been bestsellers around the world and have been translated into more than 35

languages . He writes and speaks about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything . “Linchpin,” “Tribes,” “The Dip” and “Purple Cow” are among his most popular books . Seth founded several companies including Yoyodyne and Squidoo, and the altMBA and The Marketing Seminar online workshops . His blog is one of the most popular in the world and his latest book, “What To Do When It’s Your Turn,” is now in its fifth printing .

9:30-10:30 a.m.BreakVisit the exhibit hall to find the best e-commerce technologies and solutions available .

10:30-11 a.m.How Consumers are Driving

Change in RetailResearch results and insights will offer retailers actionable advice on shoppers’ path to purchase and changing preferences . This session will examine the direction of both online and in-store retail as informed by how consumer behavior is trending today . This session covers online shopping device adoption and use, how consumers search for goods, the rise of marketplaces, customer service channels and mobile trends . Speakers will additionally explore retail logistics from new angles, including ultra-fast delivery services and shopper preferences .

11-11:30 a.m.Lead by Example: Fostering

Innovation in Your OrganizationInnovation must be a constant priority for e-retail leaders, and the retailers that innovate on the right things are the ones that succeed . Staying nimble and embracing the mindset that innovation requires — such as embracing change and failure, taking risks and creating work environments that attract the best people — take vigilance . In this session, an e-retail leader at a forward-thinking and successful company will share with attendees the ingredients that lead to an innovation-driven work culture and the successes that can deliver .


STRATEGIES FOR TOP EXECUTIVES TRACKManaging for Today and Stewardship for Tomorrow

Leaders must keep ahead of changes influencing the online shopping environment. This track

rounds up data and insight on what’s happening in consumer behavior online, emerging and possible future shopping technology developments and explores new approaches to core issues as a starting point to support effective strategic planning for the future. New additions for 2018 focus on profitability.

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11:30 a.m.-1:15 p.m.Lunch

Lunch Break in the exhibit hall .

1:15-1:45 p.m.Is it More than Buzz? What Can

AI Really Do for My Business?SPEAKERS: Guido Campello, Chief Executive Officer, Cosabella; Retailer TBDAfter years on the fringe, artificial intelligence and machine learning processes are moving into the mainstream of technologies and services available to online retailers . This session will take a pragmatic look at how these technologies can be applied to solve real, everyday business issues and give business leaders insight into where AI is going and how it can elevate their business long term . It will include current AI business applications and customer-serving AI applications, and provide a forward-looking spin on AI’s long-term implications for online retail businesses .

1:45-2:15 p.m.Global Opportunities: Where

to Go and How to Do It, NowSPEAKERS: Jon Azrielant, Director of Marketing, Richline Digital/ Jewelry.com; Lily Varon, Research Analyst, Forrester Research

The decision to ‘go global’ is not one to take lightly . But selling internationally online, when done well, can be lucrative . In this session, experts will provide a

SWOT-based (strengths, weaknesses, opportunities, threats) assessment to North American e-retailers according to the opportunity different markets present, looking at the size of the market, its e-retail interest, existing competitors in the market and the barriers to entry . The session will provide a basis for e-retailers to evaluate their global options, identify what they want to get out of selling internationally — true brand expansion or simply moving volume — and advise on methods to address the market, such as through market-specific e-commerce sites or through participation in established online marketplaces .

2:15-3:15 p.m.Break

Visit the exhibit hall to find the best e-commerce technologies and solutions available .

3:15-3:45 p.m.Profitability: The Marketplace

Conundrum: Short-Term Sales Versus Long-Term ValueSPEAKERS: David Kalt, Chief Executive Officer & Founder, Reverb.com; Eric Roth, Managing Director, Lazard Middle MarketFinding customers at scale online has become more challenging, and some retailers and brands are turning to marketplaces to help them increase top-line revenue . But there is an inherent push-pull to this equation . Due to rules set by marketplace operators, marketplace customers are customers of the marketplace, not the merchant providing the product, meaning a merchant’s marketplace sales are often just that: sales logged in the ledger and not much else . In selling through marketplaces, a merchant pays a cut of each sale to the marketplace, making the price of acquiring the first sale the same as the cost of acquiring the 100th — it never declines . In this session, speakers will take a strategic view in exploring the pros and cons of engaging in marketplace sales, addressing the impact greater sales volume marketplaces can provide and the ongoing the cost of acquiring those sales . It will also look at the cost of other digital customer and sales acquisition methods and their potential to impact the bottom line in the long-term, such as nurturing repeat buyers .

3:45-4:15 p.m.Profitability: My Company’s

Worth How Much? Assessing and Building Your ValuationSPEAKERS: Stuart Rose, Managing Director, Tully & Holland; Tom West (pictured), Chief Executive Officer, Springbox

The question for owners of an online retail business is: How do I maximize the value of my business, whether selling it or raising funds? In this session,

e-commerce investors and advisers will outline how to realistically assess the value of your e-retail business and, more importantly, how to increase that valuation by being a sharper business operator in today’s highly competitive e-retail space . These areas include developing proprietary product and the economics of how and where you sell online .

4:15-4:45 p.m.Profitability: The Real Metric

Driving Profitability: Contribution Margin AnalysisDetermining profitability with the sole yardstick of gross margin uses a blunt instrument for a complex task . Analyzing contribution margin opens new ways to increase profitability, but it can be a challenging calculation . Our speakers will offer expert perspective and detailed retailer experience on how contribution margin analysis pinpoints where gross and contribution margins aren’t aligned, and reveals overlooked costs like discounts or refund costs that affect margin at the SKU and category level . They’ll show how to carve out profits by pulling levers in multiple areas included price optimization, marketing performance, shipping and more . You’ll take away a clear understanding of how applying contribution margin analysis yields the metrics that boost profitability, product by product .

4:30-6:30 p.m.Cocktail Reception

Grab a complimentary beverage, network with peers and meet with some exhibitors to kick off your evening .

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10:30-11 a.m.Building Loyalty through

High-Touch Customer ServiceSPEAKERS: Kelli Durkin, Vice President of Customer Service, Chewy.com; Ryan Lane, Founding Owner, Dream Beard

Adding technology doesn’t always drive greater loyalty and sales . Delivering conscientious, memorable, high-touch service can build more loyalty than the most costly CRM software . In this session, two e-retailers will share the customer service strategies they use to convert

browsers into buyers and first-time customers into lifelong customers, and their associated metrics . They will address the operational cost of offering premium-level service, ROI and tips on applying these strategies .

11-11:30 a.m.Manage Returns Effectively

without Sandbagging SalesSPEAKERS: Bradford Smith, Chief Operating Officer, Jack Grace; Sandro Roco, Director of Strategic Initiatives, BombfellReturns management is crucial as retailers seeking an edge offer more generous “free returns” policies and encourage consumers to buy more than they intend to keep . Returns are a fact of life in online retailing, with some industry return rates hovering around 30% . Operations

executives have to understand how to economically manage returns, yet craft a returns policy that doesn’t stop a nervous shopper from making the purchase . In this session, retailers will learn how to develop return policies that serve the needs of both groups, addressing key issues such as offering free shipping on returns, returns windows and just how generous a policy should be in balancing the risk versus the reward . It will also address cost-effective methods for handling returned merchandise to help protect your margins .

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.Too Fast? Too Slow? Industry

Standards and Customer Expectations for DeliverySPEAKERS: Ken Cassar, Principal Analyst, Slice Intelligence; Lauren Freedman, Senior Vice President, Digital Strategy, Astound Commerce

Getting online orders to consumers in a timely manner requires careful calculations of costs versus reward . When it comes to delivery, how fast is fast

enough? Do consumers really need or expect their orders the next day? In this session, experts will benchmark e-commerce delivery speeds and reveal fresh research into what consumers say they want balanced against what they are willing to accept . For instance, does shaving a day off delivery actually

improve repeat customer metrics? How critical is in-store pickup and how are store associates meeting online shoppers’ expectations? Our speakers will address these key delivery issues and provide insights retailers can take home to benchmark their own performance .

1:45-2:15 p.m.How to Stay on Top

of Operations when Selling EverywhereSPEAKERS: Derek O’Carroll, Chief Executive Officer, Brightpearl; Scott Palmer, Chief Operating Officer, Spikeball Inc.E-retailers today manage sales coming from a multitude of channels — such as their own sites, online marketplaces and drop ship partners . Keeping key operations like inventory and fulfillment in sync is critical and requires real-time visibility . Enlisting the right systems to scale efficiencies, expand to new channels and avoid stockouts empowers retailers to punch well above their weight class, while staying lean . In this session, a sporting goods manufacturer will share how it managed explosive growth across an array of sales channels by applying an operations hub technology that integrates e-commerce, inventory and fulfillment so the company can keep up with sales and fulfill all orders within 24 hours . Our second speaker will detail the unique management challenges different sales and operational systems present in being united .


FULFILLMENT, OPERATIONS & CUSTOMER SERVICE TRACKHow the Back End Contributes to the Bottom Line

Operations is key to online success. These sessions will explain how e-retailers can stand out in customer

service, problem resolution, order follow-up and delivery. The underlying theme in all these sessions is: How managing back-end costs and processes can create a price advantage at the front end.

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2:15-3:15 p.m.Break


3:15-3:45 p.m.Ensuring Security in a

Less-Than-Secure EnvironmentOnline retailers can’t be lackadaisical about the risk of data breaches that expose shoppers’ personal information . Consumer data bought and sold by criminals on the dark web can be used to infiltrate e-retailers’ businesses in many ways, such as account takeovers that use stolen usernames and passwords to get into stored accounts, and payment fraud . With the amount of compromised data at risk, standard security protocols may not be enough . This session will bring e-retailers up to date on the threats, what new protocols or security measures can be applied to deal with them, and, in the unfortunate event of a direct breach or exposure, provide an emergency response plan to help retailers react .

3:45-4:15 p.m.Scaling Fulfillment and the

Strategic Use of Seller-Fulfilled PrimeSPEAKER: Rob Latham, Chief Executive Officer, List Co. Inc.Many e-retailers start by shipping orders out of their basement or garage, then, as business grows, that setup is no longer sufficient . In this session, the CEO of e-retailer List Co ./Quick Candles will detail how the company’s fulfillment strategies have evolved as the company’s direct and marketplace sales grew . Quick Candles was the first U .S . e-retailer to launch with Amazon’s Seller Fulfilled Prime program — a program that gets Quick Candles’ SKUs on Amazon .com flagged with the sales-boosting Prime 2-Day shipping flag, but in which Quick Candles handles fulfillment from its own facility and from fulfillment facilities it contracts with . This session will cover how Quick Candles’ acuity with fulfillment has contributed to its business growth and provide takeaways to attendees looking to refine their own programs or participate in Seller Fulfilled Prime .

4:15-4:45 p.m.Check Me Out: Making Mobile

Checkout Smooth and EasyU .S . e-retailers process about $100 billion in sales made on mobile devices . But it has the potential to be much more . Today’s smartphones make it easier

for consumers to breeze through tasks that used to require multiple steps, including submitting payments and checkout information . In this session we’ll examine the ways retailers are making mobile checkout smoother and easier than before, such as through the use of fingerprint-based logins and authentications, mobile wallets and the use of persistent login payment options offered through PayPal . This session will address these services adoption rates by consumers, the early results of e-retailers offering these services like fingerprint checkouts in mobile apps, and the responses they are getting from consumers .



10:30-11 a.m.How to Apply the Strategies

of Retail’s Top Email MarketersSPEAKERS: Ian MacDonald, Director and General Manager, Silver Star Brands (formerly Miles Kimball); Retailer TBD

E-mail is the bedrock of many marketing programs because it works . In this session, two online retailers considered to be among the best in the business at

email marketing will share their strategies for success, including how they: get email

sign-ups, craft clickable email subject lines, nurture customer relationships and get high-value conversions through email .

11-11:30 a.m.Drive Loyalty by Getting

PersonalSPEAKERS: Caitlin Flemming, CRM Manager, Paul Fredrick; Scott Drayer, Vice President of Marketing, Paul Fredrick

Paul Fredrick Menstyle, a private label menswear brand, wanted to grow revenue by nurturing the loyalty of its existing customers — and made a

bet that a personalized email program was the channel to drive the best results . The retailer developed a multi-layered and innovative email program involving the use of triggered messaging, such as welcome messaging and browse recovery messaging, as well as personalization techniques like recommendations . High open and click rates show the traction of the campaign, and the significantly greater average order value and revenue per email generated make this a success story worthy of your attention . Speakers will share how they crafted this ongoing campaign and show merchants how they can apply similar techniques to increase loyalty .

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.Understand What Your

Analytics are Telling You — and Take Action!SPEAKERS: Danny Gavin (pictured), Vice President, Director of Marketing, Brian Gavin Diamonds; Michael Ward, Owner/Founder, Best Costume & Toy Deals

Online retailers sit on mountain of marketing and sales data, but it can be confusing and overwhelming to process and apply with confidence .

In this session, attendees will learn how e-retailers can use software to automate connecting the dots so they can take actions that will drive better results, such as better paid search bidding strategies and sharper product pricing . Online retailers will demonstrate how they’ve transformed their analytics systems into automated systems and the results they’ve been able to generate as a result .


MARKETING: PROVEN WINNERS TRACKFind New Ways with Tried and True Tactics

The established workhorses of online marketing remain strong — when they adapt to the continuous change

of the online environment. This track will cover consumer behavior trends, new shopping and marketing channels and evolving ways customers communicate with brands. Attendees will learn how to flex marketing essentials for 2018 and beyond.

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1:45-2:15 p.m.Reach Out and Acquire a

Customer — Through Live Event MarketingSPEAKERS: Hil Davis, Chief Executive Officer, BeautyKind; Retailer TBDA newer online retailer has to get creative when it comes to being “found” online . Paid search costs are rising and many product categories have dominant players . One method to reach potential new customers is decidedly offline: live event marketing . In this session, startup e-retailer BeautyKind will share its approach to customer acquisition through the strategic use of live event marketing, including how it picked the optimal events to invest in, how it parlayed connections made offline to spread word of the e-retailer to millions of consumers online and even how its event marketing effort is paying off in increased business connections, such as new suppliers . Merchants will learn how they can start small, but grow big, through event marketing .

2:15-3:15 p.m.Break


3:15-3:45 p.m.Creatively — and Cost-

Effectively — Generate Content that Drives ConversionsSPEAKERS: Jaffer Ali, CEO, PulseTV; Chris Davis, Chief Executive Officer, Co-Founder, Loot CrateContent marketing is one of the most effective ways to cultivate organic traffic and improve SEO . In this session, attendees will learn how to develop a content marketing strategy that they can execute all year round . Content marketing pieces can include blogs, videos, podcasts, photos and other share-worthy

content . A retailer will share how they generate such content on an ongoing basis on a shoestring budget, including soliciting user-generated content, how they distribute it online and through email, the results it drives and how to measure results against time and resources spent .

3:45-4:15 p.m.Google and Facebook and

Snapchat, Oh My! Where and How to Spend Your Ad Money NowThe internet is a vast place and the number of ways you can spend your digital marketing dollars is increasing . This session will bring clarity to merchants in all stages of growth and size about where they will drive the most value from their digital marketing investments . An independent marketing consultant will focus on the ROI of different digital advertising formats and venues, pointing out where e-retailers can find extra value and capture consumers seeking to buy . It will include a look at advertising on social media channels as well as search and display advertising, and the latest user metrics for each platform .

4:15-4:45 p.m.Connecting with the

Z GenerationSPEAKER: Rachel Tipograph, Chief Executive Officer & Founder, MikMak.tvGen Z, today’s 20 and younger set, will be quickly coming into their spending years, and it is important to understand how these consumers shop and respond to marketing messages . For instance, mobile-native Gen Z-ers respond particularly well to visual, image-based messaging (think Snapchat and Instagram) and mobile video . These always-on shoppers’ attention spans are also shorter than that of older generations, so marketers need to get to the point, and fast . This session will expose

to attendees the critical things they need to know about marketing to Gen Z and share examples of successful marketing campaigns targeted to this segment .



10:30-11 a.m.Visual Search — to Shorten the

Trip from Need It to Get It NowSPEAKERS: Amy Vener, Lead, Retail Vertical Strategy, Pinterest; Retailer TBD

Consumers have no restraint when it comes to capturing images with their phones . They see it . They shoot it . Capitalize on this phenomenon by leveraging

behavior shoppers are already addicted to — to help them find your brand and specific products . In this session, our


FASHION: TRY IT ON! TRACKFast, Bold Moves

Fashion moves fast, fails fast, learns and regroups fast. In this track, we’ll explore new ways to speed

delivery, heighten personalization and how to take advantage of new opportunities in social media to create a unique and direct connection to the customer. The runway for innovation just got shorter!

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speaker will outline what it took to introduce image-enabled search first with its gift registries followed by its mobile app and website . Our second speaker will outline product categories and customer demographics most suited for visual search and how data collected yields insights to shopper preferences .

11-11:30 a.m.Home In on Best Ways to Scale

for Rapid GrowthSPEAKERS: Stefany Zaroban, Director, Research, Internet Retailer; 2 Panelists TBD

E-retailers selling home goods are savvy about fashion — that cherry red retro electric can opener makes a bold statement from the kitchen

countertop . Home goods e-retailers are also masterful about managing rapid growth as this product category has outperformed all others selling online . Our panelists will divulge and dissect the latest online trends of the fast-growing housewares, home furnishings and décor sector and what it means for e-retailers in fashion and other fast-paced sectors .

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.Shoppable Augmented Reality

Puts New Face on Conversion, PersonalizationThe try-before-you-buy option is one consumers like and have come to expect from subscription-based apparel e-retailers . Even sellers of bed mattresses offer the proposition because it’s a powerful converter, though it does add cost of processing returns . Augmented reality, however, enables consumers to test-drive a product without the expense of reverse logistics . Cosmetics retailer Smashbox saw conversions surge 27% thanks to a shopping augmented reality mobile app that uses eye-tracking technology to gather data about a shopper’s interest in a specific item . The data collected informs personalized marketing that turns browsers into buyers . This session will explore:• how to determine if shoppable AR can

work for your products• customer privacy issues to consider

with eye-tracking technology• personalized marketing strategies that

send shoppers to the Buy button

1:45-2:15 p.m.See Now Buy Now —

Shoppable ContentSPEAKER: Craig Kapilow, Senior Director, Brand Partnerships, Integrated Marketing, Rue La LaLong before “shoppable content” entered the vernacular, Rue La La was already doing it, not only via desktop but mobile, too . See a flirty dress or smashing shoes on Dancing with the Stars? Get it via your mobile device . In this session, our speaker will detail how bolstering functionality of the app, with exclusive features not immediately available via desktop, heightens engagement, loyalty and sales . Hear how exclusive, custom content matters more now than ever and how you can source, develop and incorporate it into your own brand’s story .

2:15-3:15 p.m.Break


3:15-3:45 p.m.Mine Social Media for Cues

About the Next Big Thing Fashion, inextricably linked to celebrities and popular culture, is shaped in chaos and noise on social media . Everyone is a style expert declaring the Next Big Thing via Instagram, YouTube, Facebook, Twitter and other platforms . Sorting through the cacophony to find credible cues on what shoppers will be looking for next season is no easy task — but made more manageable with the help of data analytics . Our speaker will detail how its new data science team systematically listens to social media to identify emerging trends and refine its omnichannel strategy .

3:45-4:15 p.m.Makeover! Enlist Your

Customers to Fix Your WebsiteWhen is your website done, fully cooked? How about never . There are always better ways to showcase your brand’s personality and ignite the community, new features shoppers encounter elsewhere and now expect on your site, too . Get ready for an in-depth tour of the 18-month development process for a website relaunch fueled in large part by input from customers . Our speaker will detail how navigation and search are refined, how content is thoughtfully curated and product feeds are customized to create a less overwhelming sojourn in terms of

product offerings and a richer experience fed by the lifestyle site .

4:15-4:45 p.m.How a Digital-First Strategy

Elevates Shopper EngagementOnline sales at our speaker’s company continue to outperform physical stores and a new “digital first” strategy is designed to keep that momentum going . Our speaker will detail new technology and customer-engagement initiatives that led to a spike in digital sales in late 2017 and what refinements are coming in 2018 . Attendees eager to exploit customer data and analytics to customize service and product recommendations will take away fresh ideas they can right-size for their own businesses .



10:30-11 a.m.Optimizing the Physical-Digital

Blend to Increase the SpendWhen consumers in your stores and on your website spend three times more than online-only shoppers, something’s going right in the realm of omnichannel . The experience created in physical stores, supported by customer data collected both online and offline, helps our retail speaker build awareness for the brand and a 3x higher spend among cross-channel shoppers . In this session, our speaker will share results of brand-building efforts that leverage both the physical and digital channels . Attendees will come away with new ways to get the most out of their physical and digital assets .


OMNICHANNEL LEADERSHIP TRACKOptimizing Physical and Digital Assets

Retailers with physical and digital store assets are getting more creative in leveraging the strengths of

each channel. This track will examine best practices for creating a seamless experience for shoppers wherever they are.

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11-11:30 a.m.Sneak Peek into Shoppers’

Shifting Preferences at Every TouchpointSPEAKER: Erin Jordan, Lead, Retail Technology Practice, Walker Sands Communications

With a grasp of shopping preferences today and a window into how demands will shift tomorrow, e-retailers can craft an omnichannel strategy

anchored in some sort of certainty . This session will provide a sneak peek into findings from the 2018 “Future of Retail” study that surveyed consumers about their evolving shopping behavior, how they incorporate new technology such as voice-driven devices and how all this shapes expectations of the shopping experience online and in stores . E-retailers serious about catering to tomorrow’s savvy shopper will come away with new ways to personalize interactions and remove friction across all channels to set themselves apart from competitors . Expect enlightening predictions for 2019 and beyond .

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.Harmonize Systems

for Optimum Visibility into Inventory — EverywhereSPEAKERS: Kelly Milazzo, Vice President, Operations, Toad & Co.; Matt Rhodus, Director, Industry Principal, Retail Apparel, Oracle Netsuite

Apparel retailer Toad & Co . is building business on multiple fronts, from a recent rebranding and website relaunch to the commitment to sell across

various B2B and B2C channels including its own stores plus 800-plus stores operated by other retailers . Visibility into inventory everywhere — in stores, between stores, online, warehouse — is essential to allocate and manage properly so that no channel loses sales . This session will show how Toad & Co . leverages a single unified system — point-of-sale, inventory management and e-commerce — to create seamless interactions with the brand across all channels .

1:45-2:15 p.m.A Store Pickup Ecosystem

for Online OrdersSPEAKER: Justin Sessink, Manager, E-Commerce Program Development, MeijerConvenience reigns in shoppers’ minds . The desire to meet their terms and timetables has more e-retailers testing and expanding store-based pickup of orders placed online . In this session, our speaker will outline how to determine if your customers are ripe for in-store pickup (before your competitor offers it first), the technical infrastructure, processes and store training needed for a smooth picking and packing process . We’ll even look at the physical retrofits needed for curbside pickup to serve shoppers too time-starved to get out of the car . Key to a smooth operation of store pickup is permitting shoppers to dictate pickup times and speedy mobile payment to send them on their way quickly .

2:15-3:15 p.m.Break


3:15-3:45 p.m.Think Mobile, Go Local:

Digital Ads That Escort Shoppers Into Your StoreAs retailers rethink their entire value proposition to be mobile first, opportunities emerge to go beyond the click and measure offline activity, such as store visits and sales to bridge the gap between online and offline shopping . In this session, a marketing expert from Facebook and a retailer will show how location-based digital messaging helps shoppers find a store (or text or call) via various ad formats displayed on mobile devices . Our retail speaker will detail how targeted ads drove incremental sales lift in stores and a better return on ad spend .

3:45-4:15 p.m.Unlock the Secret to Incentives

that Are Fair and Fruitful for All ChannelsSPEAKERS: Jim Okamura, Managing Partner, Okamura Consulting; Kara Strong, Vice President, Strategy Planning, Bassett FurnitureThe role of sales associates to lift the brand and sales — both online and in store — has never been more crucial . It’s a big turnoff to shoppers when store staff belittle the online channel . Key to creating a store atmosphere where customers use

their phones as a shopping tool while perusing merchandise is a sales incentive and compensation program that in-store employees embrace enthusiastically and reminds shoppers: “We are here for you, wherever you are .” Our speakers will detail commission/incentive plans that encourage cross-channel collaboration and reward all selling channels in fair and equitable manner .

4:15-4:45 p.m.BOPIS and RFID and WDIDTS

(Why Didn’t I Do This Sooner?)SPEAKERS: Mark Roberti, Founder and Editor, RFID Journal; Retailer TBD

When retailers discuss RFID (radio frequency identification) technology, the focus is on inventory management because movements of RFID-

tagged merchandise are tracked in real time with great accuracy . But there is a customer-facing component that’s becoming bigger as BOPIS (buy online/pick up in store) is offered by more retailers as part of their omnichannel strategy . In this session, our retail speaker will trace the step-by-step process of incorporating RFID into inventory management and buttoning up processes before embarking on BOPIS to ensure items are ready for store pickup when the customer wants them . Our RFID expert will provide insights and examples drawing from his broader industry perspectives .



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10:30-11 a.m.Institutionalize Innovation —

Even If You Can’t Swing a LabE-retailers grasp the “Innovate or Die” mandate but not everybody has the resources to staff and maintain a dedicated innovation lab . Our speaker will share opportunities unearthed by its innovation incubator and outline ways to uncover your own opportunities, even with a limited budget . The human element is key here and our speaker will show how to recognize who on your team can rise to the challenge (it may be someone you least expect) and how to support staff so they can find the next big thing to propel the business forward .

11-11:30 a.m.Insist on Collaboration? Honor

the Cassandras on Your TeamSPEAKER: Thornton May, Futurist, Executive Director, Dean, IT Leadership Academy

Technology-enabled greatness is out of reach without teamwork and the allure of personal devices often competes with collaboration . Good news is

you likely have at least one “Cassandra” on your team – that visionary from Greek mythology with whom others can rally around and collaborate . In this session, you’ll learn how to nurture a collaborative culture not through policy enforcement

Main Day 27-8:15 a.m.Registration

8:15-8:45 a.m.Keynote: The Digital Innovation that Built a HouzzAlon Cohen, President, Co-Founder, Houzz

Providing consumers with a whole new way to get design inspiration, hire professionals and shop for products and materials for

their home renovation and design projects has built Houzz into a red-hot company now valued at $4 billion . Keynote speaker and Houzz co-founder Alon Cohen will detail how listening to homeowners and home pros and innovating to meet their needs created a vibrant community of more than 40 million monthly unique users around the world . With more than 15 million home photos, 1 .5 million active home professionals and over 10 million products from more than 20,000 sellers, Houzz helps people go from inspiration to shopping and execution . From its beginnings as a side project to help its founders with their own home remodel, to its evolution as the site Wall Street called a “trifecta of content, community and commerce,” the Houzz story will offer insights and inspiration for all .

8:45-9:15 a.m.Featured Address: Fashion Forward — Blending Data and Design to Succeed in Today’s Retail EnvironmentMariah Chase, Chief Executive Officer, Eloquii

Introducing a brand and scaling it to make it a leader in fashion retailing takes skill and will, and a careful navigation

through today’s challenging specialty retail environment . But that’s what Eloquii, led by CEO Mariah Chase, has done in taking an underutilized store brand, granting it new life online and growing it into a thriving brand that addresses the needs of the (until now) underserved plus-sized apparel market . In this session, Chase will share how she merges the artfulness of fashion with data science to maximize Eloquii’s success, strategically growing the company’s brand recognition among its target customers and, alongside it, has grown revenue to more than $50 million in just four years .

9:30-10:30 a.m.BreakVisit the exhibit hall to find the best e-commerce technologies and solutions available .


MANAGING TECHNOLOGY TRACKMaking the Right Decisions in a World of Choice

Choosing wisely among new e-commerce technologies and the demands of legacy systems

in need of an update is tougher than ever for retailers. This track will cover questions facing retail technology managers and decision-makers, such as how to make website performance bullet-proof, how to get the most practical use out of analytics and what to prioritize when replatforming the back office.

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but by empowering the visionaries on your team . Our speaker will explore:• whether it’s best to train existing staff

on new technology or to hire those who already have the skills

• how to avoid “group grope,” the aimless tendency that favors consensus over critical thinking

• new ways to foster collaboration to ensure technology investments deliver on their full potential

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.Counter the Amazon Effect —

Food for ThoughtSPEAKERS: Edward Wong, Senior Vice President, Supply Chain, Chief Information Officer, Smart & Final; Retailer TBD

The $13 .7 billion-dollar acquisition of Whole Foods by Amazon sent shock waves through the retail industry . Then came plans for a new fulfillment center

and a second headquarters in North America . Amazon’s prowess and never-ending expanding footprint obliges everybody to step up or prepare to step off . This session features two retailers that re-examined processes, strategies and technology investments in preparation for what’s next (or what might come next) — to ensure they thrive in this changing landscape . Our speakers will outline their own technology transformations and reveal why it’s more important to master execution of the essentials to keep shoppers coming back, rather than merely react to Amazon’s latest chess move .

1:45-2:15 p.m.AR Done — and Fun! Don’t

Abandon that Idea You Are Itching to TrySPEAKER: Jon Kubo, Chief Digital Officer, TillysWant to try something fun like Augmented Reality (AR)? Do you have an idea that will deliver the wow factor but the ROI is less certain? Apparel and accessories retailer Tillys had a vision for augmented reality that would dazzle mall visitors . In an experiment that was one part fantasy, one part merchandising and one part “oh heck, let’s just do it,” Tillys deployed augmented reality with flying bats and swooping dragons that captivated shoppers of all ages . That’s just a jumping-off point; in this session,

you’ll get a window into the fast-evolving co-marketing ecosystem, which is fertile ground to engage and delight shoppers online, in stores and malls and via augmented reality via mobile apps .

2:15-3:15 p.m.Break


3:15-3:45 p.m.Avoiding Pitfalls of Machine

Learning with (Un)Common SenseSPEAKERS: Forest Bronzan, Chief Executive Officer, Co-Founder, Email Aptitude; Michael Kaselitz, Director, E-Commerce, Peter MillarIn the age of big data, cross-channel marketing and hyper-targeted customer experiences, there is no doubt that Machine Learning is going to play a larger role for e-retailers . Machine Learning uses artificial intelligence to enable systems to learn and improve without human intervention . The tough question is how to balance machine learning with common sense to ensure your systems are running to their full potential . Attendees will learn how to:• configure external systems to ensure

they work in harmony• resist the urge to set it and forget it• avoid over-automating all your systems

3:45-4:15 p.m.Think Like a Tech Startup:

Tech Growth with Retail EfficiencySPEAKER: Jonathan Wu, Partner, Tomo VenturesMany e-commerce companies heralded as pioneers and case studies for success,

ultimately flounder when the burdens of growth overwhelm . Building a successful e-commerce company requires mastering the discipline of retail merchandising, while also managing a complex technology infrastructure to control the increasing costs of logistics . In this talk, our speaker will analyze the importance of tailoring your merchandise and marketing for driving revenue growth, while constantly innovating and adapting your technology and operations infrastructure to scale efficiently, sustaining profit margins against downward pressures .

4:15-4:45 p.m.Personalization 2.0: Making

the Move to IndividualizationSPEAKER: Brendan Witcher, Vice President, Principal Analyst, Forrester ResearchWhen it comes to prioritizing technology investments, retailers are placing personalization solutions near the top of the list . With unprecedented amounts of customer data available, as well as access to big data and real-time processing power, personalization is being redefined as “individualization” — structuring interaction, functionality and content around the real-time needs of individual customers . In this session, our speaker — a hit at the 2017 IRCE — will help retailers discover why individualization is becoming the new standard for personalization; identify the challenges of using customer data (and how to avoid the “creepy” factor); and discuss what steps retailers must take to support strategic plans for individualization and who’s doing it well .

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10:30-11 a.m.Bye-bye, Buy Box:

A Merchandising Strategy Gets a Boost by Going Private-labelSPEAKER: Jason Boyce, Co-Founder & CEO, Dazadi

When it comes to selling on marketplaces — now representing close to half of all online sales globally — having the same UPC code as 20 other sellers

doesn’t work . One way to stand out is to promote what other sellers don’t have — products that are exclusive to your site . In this session, learn what one retailer did to reboot its merchandising strategy to emphasize the private-label exclusive goods sold only on its own site, and how refocusing merchandising improved results and reduced its reliance on marketplaces such as Amazon .

11-11:30 a.m.The Site Tweaks that

Drive SalesSPEAKERS: Felipe Araujo, Director, E-Commerce, Diane von Furstenburg; Graham Cooke, Co-Founder & CEO, QubitOnline retailers often test whether they can increase sales by changing the color of a Buy button or adding calls to action such as “Shop now .” But only four of 29 common conversion rate optimization techniques improve revenue per visit by as much as 1%, a recent study found . In the 2 billion interactions and 120 million purchases by retail and travel shoppers tracked, for example, the technique of

saying a product was trending was one of a few to improve results notably . From a retailer’s hands-on experience, this session will cover which items on your laundry list of site improvements are unlikely to drive more revenue, why, and which ones it pays to prioritize .

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.What’s Next: A Retailer’s

Merchandising Team Looks AheadTop e-commerce sites lead in part by having some of the best imaging capacity online . In this session, a retailer offers a look at the latest in visual merchandising in e-commerce based on what’s already up on its site, as well as what lies ahead in online imagery and tools to help drive sales . The session will cover developments such as augmented reality, how machine learning can improve visual search and what’s next in how retailers merchandise their products online .

1:45-2:15 p.m.Optimizing Your Online

Customer Experience for SalesSPEAKERS: Chris Goward, Founder, Chief Executive Officer, WiderFunnel; Mike Moussa (pictured), Associate Vice President, E-Commerce, FLG Sports

Beyond best practices, which elements on your site go farthest to create a positive experience with your unique shoppers? This session digs into how

understanding your customers’ reality motivates them to buy . We’ll learn how a retailer used behavioral principles to test and gather insights about which messaging, design and positioning most resonated with its customers; how it used that data to increase online transactions significantly — and how you can, too .

2:15-3:15 p.m.Break


3:15-3:45 p.m.What Drives Shopper

Decisions: Research These Metrics for Smarter MerchandisingSPEAKERS: David Bakey, Director of Marketing, Harry’s; Janelle Estes, Vice President, Strategic Research Services, UserTestingRetailers have the data to tell them what happened — clicks, engagement, shares — but understanding why customers make decisions is crucial to pinpoint barriers to success and opportunities to increase conversions and sales . Qualitative user research and customer experience data offer retailers immense opportunity to understand how customers respond to content and to support them through the purchase process . We’ll hear from a retailer how user research on ads such as radio, billboard, subway, podcasts and paid traffic generators and analysis of landing pages for content metrics such as relevancy, clarity, friction and distraction work together to improve site content, design and results .

3:45-4:15 p.m.Using Machine Learning

to Power Product Discovery for Big ResultsSPEAKERS: Heather Gassman, E-Commerce Product Manager, Crate and Barrel; Carter Perez, Vice President, Sales, Americas and Australia, SLI SystemsOne of the biggest advantages retailers have online is knowledge of shoppers’ expressed intent to purchase, as shown by how they search and navigate a site . Research shows people who search have the highest intent to purchase, outspending those who don’t use search by a 2 .7x greater conversion rate and having an 11% higher average order value . In this session, a top retailer shows how site search incorporating machine learning sped shoppers to the most relevant product to increase its conversion rate by more than 5% in 10 weeks . Learn the specifics of how tuning search terms generated hundreds of thousands of dollars in lost revenue, how using autocomplete with graphics within search drove higher revenue per visit and more .

4:15-4:45 p.m.It’s All About Us: How User-

Generated Content Boosts SalesSPEAKERS: Jim Davidson, Director of Research, TurnTo; Retailer TBDDiscounts and free shipping promotions are surefire ways to the online shopper’s heart — but they’re not the only ones .


MERCHANDISING TRACKThe Fine Art of Connecting with Online Shoppers

With consumers jumping easily from site to site, the challenge is to capture them when they’re at your

site, convert them into buyers and entice them to buy more. These sessions will help retailers understand the latest concepts in online merchandising, including 3D, video, content and mobile, and how to apply them to their own online retail operations.

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This session will address how user-generated content (UGC) increases sales, strengthens shopper engagement and builds a strong foundation for long-term loyalty . We’ll hear from a retailer how expanding customer content efforts throughout the purchase path made a more personal connection with customers online and in-store . In this session, we’ll also hear research data on why 81% of U .S . consumers will pay more, and wait longer to receive, products that are coupled with user-generated content .

10:30-11 a.m.Blending Branding with a

Cause: How a Young Brand Built a Name by Targeting an Affinity and Doing GoodSPEAKER: John Allen, Ivory EllaStartup Ivory Ella sells apparel emblazoned with the outline of an elephant — and the 3-year-old retailer will sell more than $10 million this year, donating 10% of profits to animal welfare causes . But the co-founders didn’t start out with an affinity for elephants . Instead, they saw on social media how voracious and numerous elephant supporters were, and decided to build a business that tapped into this existing customer base . Targeting supporters on social media when Ivory Ella launched its first T-shirt generated $600,000 in sales in the first week, and has only grown from there as fans spread the word about the brand . The e-retailer leverages the massive followings it built on social media to find new customers, and by selling a unique product, the digitally native, vertically integrated brand is marketing goods consumers can’t buy anywhere else .

Buoyed by the do-good messaging, Ivory Ella is able to maintain its pricing — and turn the profit that makes donations possible . In this session, attendees will learn:• how to identify underserved customer

segments via social media• how to build a brand by leveraging

social media connections• how a “do more” approach — think

Tom’s Shoes’ get-one, give-one model — appeals to customers

11-11:30 a.m.The Branding Value and ROI

of Pop-Up Stores for Online RetailersAs major retail chains shutter stores, e-commerce brands are finding value in bricks-and-mortar experiments that usually begin with pop-up stores, citing the branding value they can bring an e-retailer when placed in a high-traffic location that draws its target customer . As paid search marketing costs rise, some online retailers are finding the exposure they can get in the real world with a store — even a temporary one — is worth the effort . In this session, “web mostly” e-retailers will detail their pop-up store experiments, the direct impact on sales and indirect impact on building relationships and promoting word-of-mouth referrals . Online retailers will take away an understanding of the pop-up model and its pros and cons, which they can factor into their own marketing plans .

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.Video and Social: A Match

Made in Digital Marketing HeavenSPEAKERS: Jennifer Bentz, Senior Director of Online Marketing, Beachbody; Chris Innes, Chief Operating Officer, SteelhouseVideo completely reinvigorates a consumer’s experience with an ad, driving 9X as many post-click site visits as standard display ads, yet so few brands do video, believing it is only for a big brand with big budget . But shoppable ads formats on Facebook, Snapchat and Instagram have emerged as a digital marketing option for businesses of all sizes . In this session, speakers will discuss how e-retailers and brands can harness the powerful combination of social and video — highlighting an e-retailer’s social video campaigns and their results . This session will establish:• why retailers must embrace video to

break through the noise• video/shoppable video benchmark

metrics• tips on how to leverage a social

network’s massive user base to drive brand awareness, improve reach and acquire new customers


BRAND BUILDING TRACKGetting Recognition in a Crowded Online Market

Building brand recognition online among consumers with ever-shorter attention spans requires creative

thinking — and a lot of hard work. These sessions — all new for 2018 — will share the brand-building strategies and front-line brand-building techniques being used by newer, quickly scaling online retailers.

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1:45-2:15 p.m.10 Cheap Ways to Acquire

Customers and Spread the Word about Your BrandSPEAKERS: Sam Sisakhti, Chief Executive Officer, UsTrendy; Taylor Offer, Chief Executive Officer & Founder, FEAT Socks

This presentation will address the “low-hanging fruit” and marketing opportunities still out there for retailers and small business owners . With the world of online retail becoming more saturated, it becomes harder to capture customers and even more important to

keep them . At the same time, many marketing channels that were once free are drying up or becoming monetized, pricing out small business owners . Some topics covered in this value-focused session will include:• how to acquire customers using

influencer marketing and social media• how personalization can drive results

and positive word of mouth

2:15-3:15 p.m.Break


3:15-3:45 p.m.Building Brand Credibility

Newer e-retailers are often unknown to consumers, and online retailers have to work hard to convince a browser to pull the trigger and make their first purchase . This session will examine the techniques newer web-only retailers use to build credibility with consumers, addressing the critical point: How does a merchant

convince someone who’s never heard of them before to buy? The session will look at a combination of marketing and branding initiatives as well as on-site merchandising and customer service techniques that compel consumers to make that first purchase .

3:45-4:15 p.m.The Medium is the Message:

How to Benefit from Traditional Media AdvertisingSPEAKERS: Marshall Rule, President, SCOTTeVEST; Matt Fitzgerald, Vice President of Marketing, HelloFreshA retailer may be building an online business, but there is a wide world of more traditional and less-digital brand-building opportunities available . When trying to scale a brand’s reach, more mass communication channels, such as TV advertising, podcast advertising and direct mail, can be worthwhile investments . Localized opportunities to reach potential customers in person, such as the use of street teams, are also deployed by fledgling brands . In this session, e-retailers that have used these techniques will share how they developed these programs and their results, with takeaways for attendees on how they can incorporate these elements into their own brand-building marketing strategy .

4:15-4:45 p.m.From Micro Brand to Mega Hit:

What Facebook Advertising Taught Us About Growing a Brand via SocialSPEAKERS: Whitney Greken, Director of E-Commerce Marketing, Envelopes.com/BIGNAME Commerce; Sarah Rogers, Performance Manager, CPC StrategyWith a 360-degree market approach, Facebook has become a highly investable

advertising channel for brands because of its ability to address all parts of the digital conversion funnel . This session profiles Envelopes .com and how its approach to Facebook and other social media has evolved since Day 1 . You’ll learn how it selected its audiences, which offers it decided to promote and when, and why it ultimately decided to stick with Facebook as a scalable marketing channel, and what it’s learned by experimenting with social media advertising .

10:30-11 a.m.Hit Your Target with Smart

Social Ad CampaignsSPEAKERS: Kate Keenan, Director of Digital Marketing and Analytics, Erin Condren; Michael Mothner, Founder, Chief Executive Officer, WpromoteUnderstanding the plethora of advertising formats available on popular social media platforms and how to use them effectively can be daunting to any brand marketer . In this session, you will learn how to develop advanced, highly targeted Facebook and Instagram campaigns using different ad formats, such as Snapchat’s filter or lens ads, and informed messaging that drive a high ROI . You’ll learn how these ads, applying first- and third-party data, can be used to attract new customers and recapture the attention of existing customers .


MARKETING: NEW TACTICS TRACKReaching Shoppers in Fresh Ways

Online marketing keeps growing in sophistication as big data, new technologies and new

methodologies hack more deeply into the mind of the shopper. Marketing as a result is becoming even more effective at anticipating what shoppers want, and serving it up to maximize appeal. This track will explore advancements in digital marketing and visit new ways with established marketing methods.

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11-11:30 a.m.Go Native: Maximize the

Potential of a Consumer-Generated Content LandslideSPEAKERS: Scott Trepanier (pictured), Global Brand Communications Director, Columbia Sportswear Co; Dan Greenberg, Chief Executive Officer and Co-founder, Sharethrough

Columbia Sportswear wanted to leverage its greatest product advocates — customers — to test and market its gear . The resulting contest,

dubbed “Directors of Toughness” selected two adventurers and sent them on a six month adventure, which Columbia documented every step of the way . The results created a movement of consumers sharing their experiences — and a massive amount of consumer-generated content Columbia continues to leverage . Attendees will hear about the origination, reach and success of the high-profile native content initiatives and learn how native content can:• expose a retailer/brand to new

customers• shepherd consumers through the sales

journey• engage consumers even when they are

not actively shopping

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.AI-Infused Marketing

Artificial intelligence (AI) has moved from science fiction to reality and technology vendors are pitching online retailers with an array of marketing applications that use AI to fuel results . AI-powered applications learn from the data they compile to improve their own functions, such as recommending products on e-commerce sites or optimizing ad placements . This session will provide an overview of artificial intelligence, how pervasive it may become and how AI is impacting the effectiveness of ad buying, email marketing, customer service, remarketing and more . Attendees will learn which AI technology models are gaining traction with retailers and driving better results .

1:45-2:15 p.m.How to Sell Online When

Google and Facebook Won’t Take Your Ad MoneySPEAKER: Ben Petersen, Marketing Manager, Blade HQ

Online retailers that are banned from advertising on the web’s largest ad platforms know how to get creative — developing marketing strategies

non-prohibited retailers can use, too . Google and Facebook have policies that prohibit sellers of goods like pocket knives, firearms, vaping supplies, etc . from advertising on their networks, so how

does an e-retailer in that realm reach customers? In this session, an e-retailer who’s had to confront this issue and come up with other customer acquisition and marketing methods explains how he’s leveraged SEO, social and earned media and other methods to reach new and existing customers .

2:15-3:15 p.m.Break


3:15-3:45 p.m.Keywords: A Picture’s Worth

a Thousand ClicksVisual search — the ability to connect consumers to products within and across images and video using attributes beyond keywords — and enhanced interactive features allow advertisers on social networks to target consumers on a whole new level . Social networks, Facebook and Pinterest in particular, are doubling down on visual communication methods, and that means e-retailers need to consider how they market and match consumers’ browsing methods . In this session, attendees will hear from two e-retailers about how mobile use is driving the move to visual search and how they have incorporated greater visuals — through photos and video — into their social media campaigns and their effectiveness .

3:45-4:15 p.m.Advertising Morning, Noon

and Night: Reaching Consumers Across DevicesSPEAKERS: Christine Fabi (pictured), Director of Marketing, Wine.com; Caitlin Halpert, Senior Director, 3Q Digital, a Harte Hanks company

Marketing to consumers as they move from smartphone to desktop to tablet to whatever’s next in their purchasing journey has been a tough nut to

crack: 40% of e-retailers in a recent survey said they could not track consumers across devices, and 36% said they could track some consumers only some of the time . But top search engine Google began offering a “customer match” option in late 2015 that allows retailers to offer up customer email addresses and Google matches them to its users, allowing retailers to push marketing messages to consumers as

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they use Google services and access them across devices . This session will:• detail and dissect the multidevice

shopping journey• outline how consumers shop differently

by device and time of day• highlight results of marketing

campaigns united across devices

4:15-4:45 p.m.Friend or Foe: Marketing

in the Age of AmazonAmazon, by far the biggest retail spender in paid search, is a competitor and, with its increasing ad business, an enabler of digital marketing . On the one hand, marketers find themselves bidding more against Amazon to nab paid search keywords and desirable Product Listing Ad (PLA) placements on Google, while on the other hand, paying Amazon to advertise on Amazon .com, where half of consumers start their shopping searches today . This session will outline the current and expected direction of PLAs (where Amazon’s activity is growing) and the bidding strategies e-retailers can use to get the most out of their ad dollars there . It also will look at Amazon’s growing marketing services division and the reasons why — or why not — retailers should consider incorporating Amazon into their marketing mix .

10:30-11 a.m.Marketplaces in 2018 and

What’s Coming in 2019SPEAKER: Fareeha Ali, Director, Research Strategy, Internet RetailerAmazon’s global footprint is expanding, Google has partnered with Walmart; China’s Alibaba is courting U .S . businesses to sell on its marketplaces; Europe’s

marketplace landscape is a free-for-all, all while niche marketplaces are popping up left and right . With 97% of U .S . consumers using online marketplaces, e-retailers need to stay on top of the latest developments to tease out best selling opportunities . In this session, the author of Internet Retailer’s “Online Marketplaces” report will preview provocative research findings to be released in June 2018 covering:• emerging opportunities for retailers

beyond sales, such as customer acquisition

• which newcomer niche marketplaces are doing it right

• how marketplaces are reshaping the competitive landscape and how e-retailers must prepare

11-11:30 a.m.Crunch the Numbers — Is it

Marketplace or Just Me?Online marketplaces are not merely an additional selling channel . Each operates under its own rules with an array of opportunities, restrictions and financial implications affecting e-retailers and brands in different ways . This session will sort out and prioritize the variables involving margins, marketing options (or lack thereof) and liabilities so that e-retailers considering a marketplace strategy can calculate the costs and profitability to determine whether to go the marketplace route or if it’s better to instead focus solely on the website .

11:30 a.m.-1:15 p.m.Lunch


1:15-1:45 p.m.Niche Marketplaces — When

It’s Time to ‘Go Vertical’SPEAKERS: David Sasson, President, Chief Executive Officer, overstockArt.com; Retailer TBD

A niche third-party marketplace – one that focuses on a narrow set of products – is also called a “vertical” marketplace in contrast to the horizontal

nature of Amazon, which spans across all categories . Such niche marketplaces seek to do a few things well, with focus on the online experience and curated assortment . While niche marketplaces do not have the reach or robust support services offered by the big boys, they have a compelling value proposition . In this session, attendees will learn:• how to evaluate the viability of

emerging niche marketplaces• what internal resources are needed —

marketing, manpower and inventory management — to manage the channel, build trust and protect your turf

• what marketing perks niche marketplaces offer that the big ones refuse to make available

• whether the potential payoff is worth the risk of diving into a vertical, niche marketplace


MARKETPLACES TRACKMarketplaces: The 21st Century Shopping Mall

Online marketplaces are becoming the modern shopping mall as many consumers shop the

marketplace and not a retailer’s stand-alone site. These sessions will help retailers sort through their marketplace options and understand what they need to do to succeed.

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1:45-2:15 p.m.Beyond Selling — Marketplaces

as a Customer Acquisition ChannelSPEAKER: Cooper Smith, Director, Research, L2Building sales and repeat customers are central to your marketplace strategy – but are you putting enough emphasis on the customer acquisition opportunity here? Customers may discover your brand for the first time on Amazon, eBay or Etsy and there are tactics to escort them over to your own website and secure loyalty there going forward . How? Our speaker will outline:• importance of quality product images• how to elevate content to create

intrigue about the brand• techniques to bring shoppers into your

online social community and contribute user-generated content

2:15-3:15 p.m.Break


3:15-3:45 p.m.Marketing on Amazon

Marketing on Amazon is unlike marketing on any other platform and approaches that paid dividends last year may not perform the same for e-retailers this year . This session, featuring a former Amazon executive and an brand selling on Amazon will cover what you need to be doing — table stakes — and some advanced marketing tactics you may consider for 2018 and 2019 .

3:45-4:15 p.m.Whack-A-Mole Medalists —

Making MAP Happen and Grey Be Gone!SPEAKERS: Eugene Zelek, Partner, Taft Stettinius & Hollister LLP; Todd Myers, Vice President, Sales, Wüsthof-Trident of America

Long before the rise of e-commerce, chronic violators of minimum advertised price (MAP) and minimum resale price (MRP) policies and

unauthorized or grey market resellers have been a disruptive force, but the problem is both far more visible and pervasive now . Some online marketplaces have given these offenders a safe place to thrive, allowing them to take a free ride on the efforts of manufacturers and authorized resellers, while eroding margins, brand equity and legitimate channel relationships . Attendees ready to reclaim their turf will hear from a senior manager at a premium cutlery manufacturer that successfully devised a system to monitor and identify troublemakers, while using product distribution controls and other tactics to shut them down . Our legal expert will outline the legal foundation and tools that validate the best practices in dealing with these issues .

4:15-4:45 p.m.Calling All Brands: Your

Amazon Checklist to Drive SalesSPEAKERS: Courtney Manuel, Assistant Marketing Manager, eTail Strategy, Development, Guthy-Renker; Rick Backus, Chief Executive Officer, CPC StrategyWith investments in programs like the Brand Registry, A+ Content, Amazon Marketing Services and Amazon Media Group, Amazon has committed to growing product assortment by catering to brands and manufacturers . Hear how Guthy-Renker, already wildly successful with traditional direct marketing, exploits Amazon programs to drive sales of its beauty and skincare products . While this session will focus on opportunities for brands and manufacturers, e-retailers will come away with a deeper understanding of how to exploit Amazon’s programs relevant to their businesses .

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8-8:15 a.m.The State of E-Commerce

SearchSPEAKER: Zak Stambor, Editor, Internet Retailer magazineInternet Retailer magazine’s editor will provide industry highlights of the latest findings on how retailers are faring in their use of search and other digital marketing from the proprietary research on Internet Retailer’s digital platform, DigitalCommerce 360 .

8:15-8:45 a.m.Paid Search Cross-Device

Growth: Tactics to Drive Campaign Results on MobileSPEAKERS: Michael Dominelli, President, PinMart; Denis Coombes, Director, Sales, ROI RevolutionWith the majority of paid search clicks now coming from mobile, a focus on device-specific targeting isn’t optional, it’s a necessity . Join our speakers, a retailer and a vendor expert, as they explore how device-specific bidding strategies, mobile-specific shopping campaigns and website speed and performance optimization tactics led to a triple-digit growth in mobile sales, transactions, and revenue — while also boosting desktop results . This session will cover the key points you need to know to create and execute a comprehensive mobile optimization plan .

8:45-9:15 a.m.Overhauling Your Site?

Save Your SEOSPEAKERS: Scott Bigler, Owner, Scott’s Dental Supply; Ashlee Colliver, E-Commerce Marketing Lead Strategist, Classy LlamaAre you planning to redesign or replatform your site? Did you know that in doing so you could lose 50% or more of your traffic and revenue? We all know “content is king,” but it is the technical aspects of SEO that determine how search engine spiders crawl your site, index your content and if they can even see it that cause those big revenue drops . Is your marketing and/or development team putting measures in place to prevent such a loss? In this session find out more about technical SEO and gain actionable takeaways for your team to protect traffic and revenue during a redesign or replatform .

9:15-10:15 a.m.Live Site Reviews for SEO

SPEAKER: Stephan Spencer, Co-Author, “The Art of SEO”This popular session is devoted to the evergreen question that has new answers as search engine algorithms keep changing: how to best optimize your site for natural search . Our expert speaker will provide instant critiques of sites volunteered from the floor by retailer attendees . He’ll highlight for the education of all how the sites are crushing it with SEO and where they could improve . Raise your hand for the best free advice you’ll receive all year on winning at

SEO, and learn from the hits and misses of your peers .

10:15-10:30 a.m.Break

10:30-11:15 a.m.How to Attract Bonafide

Backlinks that Boost SEOSPEAKERS: Corey Levins, Director of Business Development, Air Sea Containers; Ronald Dod, Chief Executive Officer, Partner, Visiture, LLCBacklinks — contextually relevant links to a web page from another website — are considered the second most important factor in Google’s search algorithm . Yet most retailers don’t optimize for them . Content creation and promotion are secret weapons in acquiring high-quality backlinks and gaining higher organic search rankings, and this session will showcase content creation and promotion strategy to increase a retailer’s organic search rankings, traffic and sales . Advanced enough for the seasoned SEO manager but simple enough for smaller merchants to implement, tactics covered in this session will help attendees better understand how search engine optimization works today, how to create content using data and research and how to promote that content to acquire high-quality backlinks .

SEARCH WORKSHOPAre Your SEO and SEM Keeping Up?

Retailers rank search engine optimization and search engine marketing as a top online marketing

method. But every seasoned retail marketer knows that when it comes to acquiring customers, yesterday’s SEO and SEM approaches don’t necessarily work as well today. This workshop will cover the most effective search practices to turn searchers into buyers.

FRIDAY / JUNE 8 POST-CONFERENCE WORKSHOP

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11:15-11:45 a.m.Leveraging Paid Search

for Multichannel SuccessSPEAKERS: Brett Curry, Chief Executive Officer, OMG Commerce; Ezra Firestone, Co-Founder, Boom! by Cindy Joseph

Paid search in 2018 is much more than good keyword targeting and relevant text ads . Smart online retailers are using paid search as a springboard to build their

brands across multiple channels, creating integrated campaigns to reach shoppers wherever they are at every stage of the purchase process . This session will cover how to leverage search for the perfect mix of Google Shopping, search, display and YouTube to drive sales . We’ll hear how Google Shopping campaigns at the top of the shopping funnel increased other campaigns by 200% for one retailer, how shoppable YouTube drove a huge increase in sales from cart abandoners and other examples of how to use paid search results to amplify broader marketing efforts .

11:45 a.m.-12:15 p.m.Folding Voice Search into Your

Search StrategySPEAKER: Hailee Sosnowski, Paid Search Planner, BKVWith comScore projecting that voice search will account for half of all internet

searches by 2020, retailers must dig in to understand how text-based and voice-based searches — and their results — differ, and how to adjust search programs accordingly . For example, voice search delivers results when based on lengthy descriptions consumers tend to use when speaking . By contrast, consumers tend to enter fewer words into a search data field when seeking the same product . This session will examine how voice search will affect search marketing in the future, and what search marketers should do now to take advantage of this development .

12:15-1 p.m.Why Content’s Key as SEO

EvolvesSearch engine optimization has changed since just a few years ago . SEO is more closely related to marketing, content marketing in particular . The e-commerce sites that create compelling content with their audience in mind are the websites that win at SEO . Join this session as we hear from an expert about how SEO is evolving, and a retailer who will address the critical role content plays his own SEO program .

8-8:15 a.m.Welcome & Introduction

SPEAKER: Don Davis, Editor at Large, Internet RetailerThe Design & Usability Workshop chairman will kick off the morning with a few provocative design trends to whet your appetite for the great ideas and insights for the day .

DESIGN & USABILITY WORKSHOPThe Techniques that Engage Consumers

Fundamental to a website’s success is the ability for shoppers to understand quickly how to find what

they want and to navigate to the product, put it in a cart and check out fast. This workshop provides guidance on designing sites for desktop and mobile and making sure they’re easy to use.


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8:15-8:45 a.m.New Design Ideas that Help

Shoppers Browse and BuySPEAKERS: Josh Levine, Chief Experience Officer, Cake & Arrow; Retailer TBDToday’s best-designed e-commerce sites bear little resemblance to those of even two years ago . Stoked by the experience offered at leading-edge e-commerce sites, shoppers’ expectations have gone through the roof in terms of the ease, speed and enjoyment with which they shop and make purchases anywhere online . With the pressure on to keep up with — if not stay a step ahead of — the competition, what are the newest site design ideas that retailers can leverage to attract and keep customers and drive sales? This session will explore the latest developments and trends in e-commerce site design and how they can work for you .

8:45-9:30 a.m.Speed Leads: 5 Mobile Design

Tips for Increasing ConversionSPEAKERS: Wilson Kerr, Vice President, New Business Development, Sales, Unbound Commerce; Retailer TBD

Tools such as accelerated mobile pages (AMP), dedicated mobile commerce, mobile-specific image optimization and caching can enhance

mobile site performance and increase conversion rates as a direct result . With industry reports predicting that as much

as 45% of all U .S . e-commerce will come from mobile by 2020, speed optimization is an essential part of any mobile commerce design strategy . In this session, our speakers will present five design tips for driving mobile conversion rate increases through speed-related mobile site optimization .

9:30-10:15 a.m.Re-evaluating Your Brand

New Site: Why You Should Keep on DiggingE-retailers are always on the lookout for a major conversion but the best routes aren’t always immediately clear . You may think that your new site redesign is complete, but further analysis can turn up a few missteps still interfering with conversion — even after your redesign produces a conversion rate increase . Learn why site design is a never-ending story and how a return to the drawing board right after a relaunch can turn up even more gold .

10:15-10:30 a.m.Break

10:30-11:15 a.m.Optimizing for Conversion?

It’s All About ScienceSPEAKERS: Brian Massey, Co-Founder, Conversion Sciences; Retailer TBDIn optimizing e-commerce site pages for conversion, success depends in part on how, and from where, a visitor arrives at the site . For example, a shopper who comes to a site via Amazon‘s marketplace

may respond to different nudges along the path to conversion than one who comes from a Google search . E-retailers win by figuring out shopper expectations attached to different paths . Testing offers the best guidance on optimizing pages for conversion . This session will address how to create and run A/B testing and post-test analysis to address different segments of visitors, to improve site design and increase sales . .

11:15-11:45 a.m.Free and Low-Cost Tools

for Mobile DesignSPEAKERS: Craig Smith, Chief Executive Officer, Trinity Insight LLC; Retailer TBDMobile’s design constraints — screen size, network bandwidth limits and more — require special handling to deliver the best shopper experience in mobile sites and apps . The good news is that mobile’s design requirements have spurred the creation of tools, many available at no cost, as well as services and sources of expert advice to resolve these design challenges . This session will round up where to find useful sites, apps and online toolkits that developers and designers can access for free or nearly free, to build a top-notch customer experience for mobile customers .

11:45 a.m.-12:15 p.m.Designing for Social Media

Smart web designers pay close attention to how profile and cover images and background on their company’s social pages on different platforms convey brand and support marketing campaigns . This session will explore how designers can ensure that they have the most effective page and campaign designs for Facebook, Google+, Twitter and other platforms — while meeting their different requirements and making the most of their different opportunities . Speakers will highlight general guidelines for social media page design such as the best image placement, the best image versus text ratios and more, to help retailer attendees make the most of their social presence online .

12:15-1:15 p.m.Eye on Design: Live Site

ReviewsSPEAKER: Josh Levine, Chief Experience Officer, Cake & ArrowAccess to expert feedback on the design of your e-commerce site is always a plus — and it’s even better when it’s free, as in this always-popular session . Attendees

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can offer their site for an on-the-spot critique from our two design experts by volunteering their URL from the floor . You’ll learn where your site has it right, where you can dial up design to improve results, and grow your knowledge further with the assessment of each site reviewed .

8-8:15 a.m.Welcome & Introduction

SPEAKER: Paul Demery, Editor, B2B E-Commerce News/Internet RetailerOur B2B Workshop chairman, Paul Demery, editor of B2B E-Commerce World, will provide some top data points from the latest B2B E-Commerce 300 research to set up the workshop and the industry picture .

8:15-8:45 a.m.A B2B Digital Transformation —

At ScaleSPEAKER: Victoria Markley, Client Delivery Partner, Gorilla Group

Gates Corporation, a $3 billion global manufacturer of fluid power and power transmission products and provider of related services, found its digital

systems and processes siloed following growth and acquisitions . With nearly 100 web properties, and an inability to conduct digital commerce at scale, Gates launched a complete digital makeover . It tackled multiple initiatives including enterprise architecture, content, product data and the digital customer experience, leading to solutions that unified product data, created a content management strategy and laid the foundations to

B2B WORKSHOPB2B E-Commerce: No Turning Back

Many businesses are adopting e-commerce to sell to their B2B customers as a way to create

operating efficiencies and reduce costs. This workshop will present sessions on how to become a B2B e-commerce company, including sessions on fulfillment, marketing and website design and usability.

Sponsored by Netsuite


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introduce one-to-one and commerce to its global customer base . Supporting initiatives addressed change management, organizational structure and more . This session will address how a phased approach was the key to a massive digital transformation .

8:45-9:30 a.m.Trends and Dialog:

What’s Ahead for B2BSPEAKER: Justin King, Founder, eCommerceandB2B.comA leading B2B e-commerce consultant will address the overall trends driving B2B commerce today . He’ll discuss what companies must do to stay in the game and avoid losing out as buyer habits change and e-commerce grows . He’ll also conduct a one-on-one interview with a successful B2B online seller about the company’s e-commerce strategy, followed by questions from the audience .

9:30-10:15 a.m.Self-Service and Sales Reps:

Getting the Most Profitable MixLike consumers, B2B buyers want control and convenience over how they purchase online . This session will cover how today’s B2B websites must be more user-friendly, including on mobile devices — but with the added functionality business buyers need . Building out online self-service features saves time, increases accuracy, improves retention and builds loyalty . At the same time, B2B sellers can embrace this opportunity to transform the role of sales reps — freeing them up to focus on higher value activities such as upselling, handling complex orders, building brand loyalty and engaging with new buyers .

10:15-10:30 a.m.Break

Sponsored by Netsuite

10:30-11:15 a.m.Personalization: How to Win

More Market ShareSPEAKER: Gene Alvarez, Vice President and E-Commerce Analyst, Gartner, Inc.

Our speakers will discuss why personalization is crucial for B2B sites and why Gartner projects that B2B companies with effective online

personalization will capture far more sales than those without it . We’ll also learn how a successful B2B online seller improved the way it engages customers with personalization technology, in a way that is producing metrics that show positive results .

11:15-11:45 a.m.Product Information

Management, the Foundation of a Strong E-Commerce SiteSPEAKER: Julie Schmitt, E-Commerce Operations Manager, TOPS ProductsIn this session, we’ll hear from a supplier of office products to B2B and B2C about what companies must do to properly manage their product data to ensure that product data management systems are serving up the right content in merchandising and marketing campaigns — and avoiding conflicting information that can confuse customers and prospects .

11:45 a.m.-12:30 p.m.Amazon Business:

Strategies for Co-opetitionSPEAKERS: Brian Fricano, Sustainable Supply; Matt Clark, Global Head & Vice President, E-Commerce & Digital Marketing, Premier FarnellEveryone’s concerned about what Amazon Business is up to . This session will address how companies can both compete against it and work with it to grow sales . Our speakers will discuss how they compete against Amazon Business with same-day delivery for purchases on their site, while also selling through Amazon marketplace . We’ll also hear what they’ve learned regarding selling though their own sites as well as on Amazon about which products are most appropriate for each .

12:30-1:15 p.m.Live Site Reviews: How Well

Does Your B2B Site Measure Up?SPEAKERS: Lori McDonald, President & CEO, Brilliance Business Solutions; Matt Collins, Executive Creative Director, Gorilla GroupIn a popular annual session, two web design experts will conduct live reviews of B2B e-commerce websites submitted by members of the audience . The design experts will point out the positive and negatives of each site’s design as they see it, and offer suggestions on how sites could be modified to better engage online customers .

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PREVIEW GUIDE TUESDAY / JUNE 5 / PRE-CONFERENCE · 8:15-8:30 a.m. Welcome & Introduction / David Southworth, Vice President, IRCE | Emerald Expositions ... in Digital Marketing Heaven