Sessions by Track
The Amazon and Me Workshop chairman will welcome attendees and give a quick view of the state of selling on Amazon, establish goals for the days’ sessions and provide a framework that will help attendees navigate the workshop content.
Amazon has built its success on innovations and investments in all areas of operation. This session will look closely at Amazon’s investments in technology, distribution and marketing and help e-retailers understand how and where they should be investing to avoid being left in Amazon’s dust. It will also provide a detailed view of Amazon’s sales, top categories, top geographies and more.
This session will introduce basic, intermediate and advanced concepts for selling on Amazon, providing such topics as customer service, seller feedback, product data requirements, shipping expectations, pricing, policy violations, Fulfillment by Amazon, how to avoid common mistakes and more. It will also serve as a foundation for the following sessions that will provide detail into two of the most important areas of succeeding in the Amazon Marketplace.
Writing titles and product descriptions is crucial to e-commerce success. But writing those for Amazon listings takes the art to a new high. Not only will your titles and product descriptions help you compete with the hundreds of other sellers of similar products on Amazon, but they also must meet standards that Amazon sets. If they don’t, Amazon will kick your product off the marketplace, with no warning.
Positive customer feedback is one of the crucial elements in Amazon Marketplace success. Sellers can take a proactive role in encouraging customers to provide feedback; they don’t have to be passive recipients of customer comments. This session will outline steps retailers can take to solicit feedback, what they can do to make sure the reviews they receive are positive and how they can respond to correct negative feedback and even get the customer to rescind a negative review.
Amazon has spent billions of dollars building an infrastructure that it is now capitalizing on by selling it to other retailers. The prospect of selling online by piggybacking on the system built by the largest and best online retailer has a great deal of appeal. But before retailers take advantage of the Amazon system, they must make sure their eyes are wide open. This session will provide retailers of all sizes with a framework for determining if they should consider Amazon’s Webstore offering.
One of the key ways Amazon measures your success on the Amazon marketplace is the efficiency and speed of your fulfillment. You are assured of fast fulfillment if you use Fulfillment by Amazon. You can be equally successful using an outside fulfillment service, but if you do, you must make sure your fulfillment operation is at least as good as Fulfillment by Amazon. This session will provide practical guidance at the basic, intermediate and advanced levels about how to best use Fulfillment by Amazon.
Just getting set up to sell on Amazon is challenging enough. But once a retailer is raking in the sales, it can’t sit still. With thousands of competitors using Amazon, there will also be better ways of doing things. This session will outline some of the more advanced tactics and strategies that retailers are using and help attendees understand if those approaches are right for them.
Whether you're looking to be acquired or not, understanding what the major strategic buyers in the e-commerce market take into account when they make acquisitions can only help you become a better competitor. Our speaker, an acquisition advisor, will talk about what he has observed as a specific major strategic buyer has made acquisitions over the years. He will examine the consistent themes that have emerged across a wide range of deals (including digital content, payments, products, local, flash, and the supply chain).
This session will wrap up the Amazon and Me Workshop, summarizing the day’s content and providing an overview of the insights that speakers provided. Our speakers will then open the mikes for Q&A with Amazon experts. Attendees will be encouraged to ask about any topics that speakers did not cover, ask speakers to provide further detail on a topic and provide insights based on their own experience into using Amazon systems.
The E-Commerce Technology Workshop will kick off with an assessment of the latest technology and some guidelines as to how e-commerce executives can keep up with important changes, filter out those that are fads or mere hype, and be ready for developments that aren’t here but will become important.
This opening session will set the stage for the daylong technology workshop by illuminating the critical considerations of a sound technology investment. Participants will learn about the technology ecosystem to support effective digital commerce, including core platforms and integrations to third party solutions. Learn how to craft your own technology roadmap, complete with phased system implementations and methods to measure success in terms of key performance indicators – and profits.
Product information management systems automate and orchestrate tasks and data associated with creating and maintaining a retailer's assortment; this data is then published to a variety of channels in various formats. PIM is becoming more critical as multichannel selling, complex assortments, customer requirements and other challenges oblige e-retailers to adopt greater discipline to manage data.
This session will provide a practical guide to ensure success with a platform selection, including choosing the right technology and implementation partner. Speakers will explore how to align the platform with a sound growth strategy, identify key user experience requirements and how the platform must effectively support the company’s technology ecosystem by integrating effectively with other vital systems. This session also will review how to ensure your organization has the internal capabilities and change management perspective to optimize your technology investment.
Often misunderstood and oversimplified, customer relationship management represents both technology and process to engage the customer in all channels, enhance service and drive sales. In this session, speakers will explain how CRM allows retailers to coordinate marketing, branding and customer experience to provide a 360-degree view of customer interactions including purchases and returns as well as dialogue conducted via e-mail and the call center.
Selecting, implementing and managing a global technology solution for your e-commerce organization is complicated whether you are in two countries or two dozen. This session will detail the critical factors to take into account including the need to confine customization, delivery model options (SaaS, on-site or outsourced), understanding localization needs for payments, currency, assortment and logistics.
E-retailers cannot afford to underestimate the mobile demands of customers; whatever they expect today, they’ll want more tomorrow. This session looks ahead at applications in the extended aisle, CRM and point of sale and will examine methods to extract maximum ROI while driving conversion and customer loyalty. Our speaker will dissect the pros/cons of mobile sites and apps and why it’s key to evaluate your existing platform to assess whether your infrastructure will support the demands of tomorrow that are not even known today.
The E-Commerce Technology Workshop wraps with a comprehensive examination of five key technologies in the areas of predictive analytics, testing to improve site performance, geo-location, social media and personalization.
Beyond just putting product or other videos on an e-commerce site, there are many steps retailers can take to increase social sharing, gain exposure on YouTube, earn page one placement on Google and Bing, and perhaps most important, give customers powerful information to compel them to make a purchase and visit a site again. Ten-year-old Knife Depot's multi-pronged approach to video has given a nice boost to its bottom line.
Research shows retailers close more sales with video than without. This session will explain the latest trends in video: which kinds of retail sites have videos and how they use them, who watches videos and what they watch, videos’ effect on sales, cost trends and what developments marketers should be looking out for. This session will also provide hard data to help attendees understand what kind of video is right for their sites—products-specific vs. lifestyle, long vs.
Posting videos on YouTube, with a link from a retail site to YouTube, is the easiest way to get videos online. Uploading and linking to YouTube is easy. YouTube offers a high-quality video experience, has great bandwidth so your videos are not limited by technology, and YouTube is itself a search engine so shoppers can find you there.
Not so long ago, no one would have thought that video was suited to a mobile medium. But the advances in smartphone and wireless technology and the wide adoption of tablets have untethered video from the desktop computer. Mobile-based deal aggregator ShopSavvy offers more than 10,000 videos of men's and women's shoes, clothing and accessories. ShopSavvy’s CEO will provide live demos of videos and explain how the site optimizes all that video for mobile viewing and how video has increased sales and changed the way shoppers relate to the site.
Outsourcing video production relieves a marketer of the technical aspects of creating videos. But outsourcing does not relieve a marketer of the most important parts of video—making the merchandising and marketing decisions.
We live in such a video society that many marketers think video must be of highest quality with professional production standards to be effective. Not so. We are early enough in the e-commerce video revolution that a lot of experimentation is taking place. The video executive of a mid-sized retailer will explain how one company provides bare-bones but highly effective video that results in greater shopper engagement and higher sales.
By now most retailers are steeped in successful SEO strategies for traditional web content – they know how to write product descriptions and design pages for SEO success. Achieving SEO success with video is a whole new, much more complex field and one that most marketers have very little experience with. The speakers in this session will explain how to boost videos’ SEO juice by including keywords unique to the video, creating a keyword rich video title and description, creating compelling video thumbnails, syncing keywords in the video description with your regular keywords, and more.
Videos are great for uses other than marketing; customer service, for instance. Our speaker in this session experienced significantly reduced customer service inquiries when his company created a series of videos demonstrating how to use certain products, then sent the videos in follow-up e-mails to purchasers. He will explain how the company decides which products are worthy of videos, what it takes to produce and host the videos in house, the feedback he has received from customers and the benefits of the video program.
The Video Workshop will wrap up with a fast-paced session of 15 videos that all contain something that marketers can learn from. Whether it’s humor, production on a budget, really good messaging, an attractive pitch-person or any of a dozen other elements, all videos will contain something that will entertain and inspire and provide attendees an idea they can take home.