IRCE

June 6-9, 2017
McCormick Place West, Chicago

2016 Agenda

Offering More to Online Retailers than Any Event in the Industry

With 130 separate sessions offered across four days, the curated IRCE agenda offers many diverse options, providing something for every business selling online. You’ll hear from 200+ expert speakers, including the largest online retailers as well as e-commerce entrepreneurs, who are leading e-commerce industry trends and driving new marketing strategies for their business.

Dive into E-Commerce Trends with Dedicated Workshops and Tracks

The agenda structure offers two full conference days with five tracks each, and an additional two days pre- and post-conference dedicated to in-depth workshops. These day-long workshops, including those that focus on mobile commerce and social strategies, take the audience through multiple sessions of insight and information. Attendees leave the sessions with actionable solutions they can immediately implement into their daily business.

View the agenda by day and by track or workshop.

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    Tue, June 07, 2016 7:00 am to 6:00 pm

    Registration

    IRCE Event, -
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology, Amazon & Me, B2B

    Registration Hours: Monday, June 6 8:00am - 4:30pm Tuesday, June 7    7:00am - 6 pm Wednesday, June 8 7:00am - 5:30pm Thursday, June 9               7:00am - 4:00pm Friday, June 10       7:30am - Noon  

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    Tue, June 07, 2016 8:30 am to 8:45 am

    Welcome & Introduction

    Scot Wingo, Executive Chairman, Co-Founder - ChannelAdvisor Corp.
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    Amazon & Me Workshop Chairman Scot Wingo will give an overview of the day's agenda and a roadmap for retailers and branded manufacturers. From getting products listed on Amazon, to fulfilling orders, managing feedback and analyzing performance, the 2016 Amazon & Me framework will provide everything you need to know to maximize sales and profits on Amazon. This workshop will cover the entire process of selling on Amazon from both first-party and third-party seller perspectives.

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    Tue, June 07, 2016 8:30 am to 8:45 am

    Welcome and Introduction

    Bernardine Wu, Chief Executive Officer, Founder - FitForCommerce
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    For poll questions and Q&A This year's E-Commerce Technology Workshop will cover major e-commerce technology topics while introducing innovations. The workshop kicks off with perspective on the overall e-commerce market and trends, as well as the framework to keep in mind as attendees learn from a variety of peers and experts throughout the day.

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    Tue, June 07, 2016 8:45 am to 9:30 am

    Out with Omnichannel, In with Personalization and Customer Centricity

    John Minardi, Senior Director, Enterprise Digital - CVS Health
    Daniel Moure, Chief Marketing Officer - PureFormulas.com
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Poll Questions and Q&A Innovative brands are leading the way in defining the next generation of customer experience with e-commerce personalization, delivering more accurate, relevant and personalized touchpoints both in store and online. These companies are optimizing customer interactions over mobile devices, building brand loyalty by giving each customer a voice, and creating unique customer experiences as part of a customized journey to increase engagement and drive sales. This session will cover the different paths of the customer journey and explore the varieties of technologies needed to address loyalty, targeted discounts and personalization and how those technologies can be integrated into an existing e-commerce platform.

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    Tue, June 07, 2016 8:45 am to 9:15 am

    Vendor Central 101: Top Strategies for Getting Started

    Chad Brandon, Key Account Manager, Amazon - ASICS
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    Amazon has the most unusual requirements for your product data. Managing your Amazon product listings in Vendor Central, the web interface for manufacturers (also called first-party sellers), can be very confusing and require tedious manual input. This session will provide top strategies to ensure your product information is properly uploaded to Vendor Central and give tips on automating the process. All attendees, including retailers, will gain a deeper understanding of the Amazon ecosystem.

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    Tue, June 07, 2016 8:45 am to 9:00 am

    Welcome and Introduction: B2B E-Commerce Is Happening

    Paul Demery, Editor - B2BecNews
    Type: Pre-Conference Workshops
    Track: B2B

    E-commerce in commercial selling is developing fast. Companies that don’t harness the power of the Internet to make buying easier for their customers and to gain the efficiencies that e-commerce provides will soon be at a competitive disadvantage. The editor of Vertical Web Media’s B2BecNews and chair of the B2B workshop will lay the groundwork for today’s discussions with an overview of the leaders in the adoption of e-commerce in B2B selling.

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    Tue, June 07, 2016 9:00 am to 9:30 am

    How a 100-Year-Old Electrical Supply Company Became an E-Commerce Powerhouse

    Michael Mayer, Director of E-Business Strategy & Commerce - Crescent Electric Supply Co.
    Type: Pre-Conference Workshops
    Track: B2B

    Crescent Electric, a 100-year-old company with $1.2 billion in sales, is going through a major shift in how it goes to market. From a traditional inside/outside sales staff model to a new 21st Century omnichannel presence, Crescent quickly built out the e-commerce channel to jump ahead of the competition. Our speaker will discuss how the company built the e-commerce team, created content, and addressed pricing, functionality and e-marketing. He will explain how the company overcame both internal roadblocks, such as commissions, salespersons’ resistance and field education, and external roadblocks, such as communication to customers and coordinating customer’s existing processes with e-commerce processes. He’ll wrap up with how the company revised its strategy based on what it learned from its early efforts.

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    Tue, June 07, 2016 9:15 am to 9:45 am

    Seller Central 101: Marketplace Listings Best Practices

    Dave Madoch, Director, E-Commerce - Toynk Toys
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    The key to Amazon Marketplace success is creating comprehensive product listings using Amazon Seller Central, which is open to all merchants. Amazon has an extensive set of data requirements for each of its categories. This session will cover how to efficiently organize your product data and attributes for optimal performance on Amazon, what it's like to work within the Amazon Brand Registry to manage your content and best practices for quantity management and correcting product listing errors.

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    Tue, June 07, 2016 9:30 am to 10:15 am

    CTO and CMO Mashup: Impact of Technology on Marketing

    Justin Aronstein, Director, UX, Analytics - Living Direct
    Enzo Magliozzi, Head of Marketing, Business Development - Living Direct
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Poll Questions and Q&A With marketing becoming increasingly technology-based, it is not surprising that marketing technology is one of the fast-growing budget line items. The question often arises as to whether technology investments belong in the marketing or in the technology budget. This session will cover how technology impacts marketing and how marketing impacts technology. Living Direct’s CMO and the head of technology pair up to share how they work together to streamline marketing technologies and investment and avoid friction between two departments that sometimes speak different languages.

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    Tue, June 07, 2016 9:30 am to 10:15 am

    Full-Steam Ahead to $1 Trillion+ Sales

    Andy Hoar, Principal Analyst - Forrester Research
    Prentis Wilson, Vice President, Amazon Business - Amazon.com
    Type: Pre-Conference Workshops
    Track: B2B

    As the B2B world conducts more commerce on the web, companies of all sizes will reap more revenue. But this will take a deep understanding of where both opportunity and challenge lie in the fast-developing B2B online landscape. In this session, Andy Hoar, principal analyst, Forrester Research, will outline key strategic trends in B2B e-commerce. How are online buyers’ expectations shifting? What are manufacturers, distributors and wholesalers doing to meet those demands, stand out from the crowd of competitors, and operate more effectively and efficiently as sellers of products and services? He’ll also explore another question on every online B2B sellers’ mind – where is Amazon in B2B and how does this play into the B2B online marketplace – in an on-stage dialogue with Amazon Business vice president Prentis Wilson.

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    Tue, June 07, 2016 9:45 am to 10:15 am

    Merchandising for Enhanced Visibility

    Fahim Naim, Founder - eShopportunity
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    Once you have Amazon selling your products through a first-party relationship, as a brand you still have many levers you can pull to merchandise your products and drive more sales. This session will cover the best practices for product merchandising on Amazon such as A+ Pages enhanced content, SEO and more.

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    Tue, June 07, 2016 10:15 am to 10:30 am

    Break

    Type: Pre-Conference Workshops
    Track: E-Commerce Technology, Amazon & Me, B2B

      

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    Tue, June 07, 2016 10:30 am to 11:00 am

    Get Discovered: Advertising Strategies for Retailers

    Matt Kubancik, President, Founder - Street Moda
    Anna Nason, Online Marketing Manager, Data Feeds: CSE, Marketplaces - FTD Companies Inc.
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    Your product listings are live on Amazon — now it's time to get discovered. This session will cover advertising, categorization and promotion strategies on Amazon to increase your visibility on the Marketplace. Attendees will walk away with five strategies to help move their product listings higher on the Amazon search results page, including product reviews, so you can get found fast.

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    Tue, June 07, 2016 10:30 am to 11:15 am

    New Ways to Sell —Expanding Your Reach

    Bernardine Wu, Chief Executive Officer, Founder - FitForCommerce
    Charles Hunsinger, Vice President, Customer Technologies - L.L.Bean
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Polls and Q&A Emerging technologies have changed how we communicate and interact, not only with each other, but also with brands and retailers. The lines between discovery, research, shopping and entertainment continue to blur and competition for the consumer’s attention and wallet seems to intensify by the minute. This session will cover how brands and retailers are leveraging advanced technologies to move customer interactions beyond the four walls of the retail store and the e-commerce storefront. Our speakers will illustrate how you can take advantage of emerging technologies to expand your reach, stay ahead of the competition and accelerate sales.

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    Tue, June 07, 2016 10:30 am to 11:00 am

    The B2B Customer Journey: When to Offer Guideposts and When to Step Out of the Way

    Adrienne Hartman, Director of E-Commerce, Customer Insights - J.J. Keller & Associates
    Type: Pre-Conference Workshops
    Track: B2B

    What’s a likely course for a B2B buyer, from researching through purchasing to the final sale–and how can sellers best interact with buyers along the way? Our speaker will share her experiences in how her company uses the web to acquire customers, engage them, close more deals, and build a loyal following. Steps in this process can involve knowing which content—such as product brochures or promotional offers—to display with search marketing and display ads; knowing when and how to reach out with e-mail or live chat; and when a sales rep should step in with the personal touch. J.J. Keller sells compliance manuals, online training courses and services to help companies deal with government regulations in such areas as workplace safety, transportation, human resources and handling of hazardous materials, so every customer need is different. Its customers include 91% of the Fortune 500.

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    Tue, June 07, 2016 11:00 am to 11:45 am

    How to Own the Buy Box

    Marina Macartney, Director, Marketplace - Swiss Watch International
    Nina Won, Director, Sales, Marketing - ShoeMetro
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    The Buy Box is a coveted piece of Amazon real estate. Using Fulfillment By Amazon is a great way to tap into Amazon's Prime audience, a highly loyal group that converts and spends more than non-Prime shoppers, and get access to the Buy Box. This session will cover the intricate details of repricing on Amazon to win the Buy Box and still make money, as well as leveraging Amazon's massive fulfillment center network to increase the speed and efficiency of your fulfillment.

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    Tue, June 07, 2016 11:00 am to 11:45 am

    How Well Can Buyers Really Use Your Site?

    Scott Kincaid, Vice President of User Experience - Usability Sciences
    Sonesh Shah, Director, Digital - Robert Bosch Tool Corp.
    Type: Pre-Conference Workshops
    Track: B2B

    Polls and Q&A Developers and clients can be so close to a project that they don’t really understand how actual customers shop a site. The only way to know for sure is to observe real customers trying to accomplish a task. Our speakers performed a usability study focusing on subjects attempting to buy items and gather information on B2B web sites. You can test your own knowledge of web site design when our speakers share the videos, with user commentary, then ask the audience to vote on which next steps the users took. This session will open eyes as to what seems obvious to business owners but obscure to customers.

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    Tue, June 07, 2016 11:15 am to 12:15 pm

    Making Sure Your Technology Keeps You in Touch With Your Customers—Wherever They Are

    Kathy Kimple, Vice President, Senior Consultant - FitForCommerce
    Kevin Ertell, Senior Vice President, Digital - Sur La Table
    Sandra Texidor, Director, E-Commerce Systems - Stage Stores
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Polls and Q&A Today's retail reality is about customer centricity. Online, in-store, mobile and social channels are finally merging in today's retail world, allowing consumers to enjoy a uniform but tailored total shopping experience. For many retailers, successfully accomplishing these challenges means significant changes to their e-commerce solution. For some, that means replatforming and for others, leveraging different technology pieces. In this session, we explore the technologies and methodologies that allow for a cohesive experience by laying the groundwork (e-commerce platforms and tech stack) while uncovering technology innovations that warrant consideration today.

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    Tue, June 07, 2016 11:45 am to 12:15 pm

    Climbing the Ranks: Product Reviews and Seller Reputation

    Joseph Jaconi, General Manager, Co-Founder - Tech Armor
    Dave Rifkin, President, Chief Executive Officer - MicroFiber Products Online
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    A solid seller reputation and positive customer feedback form the backbone of a successful Amazon business. This session will outline five steps retailers can take to solicit feedback, encourage positive product reviews and respond to negative feedback in constructive ways to protect brand image and even convert complainers to advocates.

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    Tue, June 07, 2016 11:45 am to 12:45 pm

    Lunch

    Type: Pre-Conference Workshops
    Track: B2B

       A boxed lunch will be served adjacent to the session rooms. 

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    Tue, June 07, 2016 12:15 pm to 1:15 pm

    Lunch

    IRCE Event, -
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology, Amazon & Me

       A boxed lunch will be served adjacent to the session rooms. 

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    Tue, June 07, 2016 12:45 pm to 1:30 pm

    Selling Complex Products? Build the Right Set of Online Selling Features

    Gene Alvarez, Managing Vice President - Gartner Inc.
    Matt Clark, Global Director of E-Commerce - Newark element 14
    Type: Pre-Conference Workshops
    Track: B2B

    A seemingly simple B2B shopping task, such as buying an electronic component, can involve many steps—some complex, some simple. Buyers and sales reps alike make many assumptions, some spoken and some tacit, when working together on an order. On the Internet, however, buyers have to spell out everything they need. An e-commerce platform that misses a step or presents vague options will fail as a selling medium. Our speakers will address the multiple e-commerce technology platform options that companies can install and explain the features that can be important to buyers involved in complex purchases. Our first speaker has many years experience in analyzing and recommending e-commerce platforms. Our second speaker represents a manufacturer that has invested in creating an up-to-the-moment B2B e-commerce website that streamlines buying. They will discuss how the right web site features can ease the purchase of complex products and earn the loyalty of repeat customers.

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    Tue, June 07, 2016 1:15 pm to 1:35 pm

    Let's Get Tactical: Pricing Strategies and Tools

    Marta Dalton, Director, E-Commerce - Coca-Cola
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Polls and Q&A What factors should determine your pricing? How should you integrate dynamic pricing into your existing pricing strategies? Is personalized pricing something you should be doing? Our speaker will cover pricing strategies and tools with a detailed look at the technology that makes pricing strategies possible.

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    Tue, June 07, 2016 1:15 pm to 2:00 pm

    Techniques to Drive Profits and Sales for Manufacturers

    Eric Heller, Chief Executive Officer, Founder - Marketplace Ignition
    Scott Ohsman, Chief Executive Officer, Founder - The Cairn Company
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    Once you have listed your products and merchandised them, what else can you do to drive more sales? How can you utilize the data provided by Amazon via Vendor Central to increase profits? This session will cover techniques and marketing programs, such as Amazon Vine and Subscribe & Save, which manufacturers selling directly to Amazon can leverage to grow Amazon success. 

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    Tue, June 07, 2016 1:30 pm to 2:00 pm

    The Foundation of B2B E-Commerce Success: Your Product Information Strategy

    Julie Schmitt, E-Commerce Marketing Analyst - Tops Products/RR Donnelley
    Type: Pre-Conference Workshops
    Track: B2B

    When a ground up rebuild of an e-commerce system is necessary, one of the first areas ripe for change is usually the catalog. Creating a consolidated Product Information Management system can easily become the initiative around which development of an e-commerce strategy revolves. Our speaker will talk about how one company developed its product management platform, the staff and monetary resources it required and how it underlay the rest of the e-commerce implementation.

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    Tue, June 07, 2016 1:35 pm to 1:55 pm

    Let's Get Tactical: Shipping and Logistics

    Josh Ehren, Director, E-Commerce, Digital Lab - VF Corp.
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Shipping is a key factor in impacting cart abandonment. To combat this, online retailers can offer free shipping or flat fees. But more recently, multichannel retailers are also offering services such as "pick up in store," adding complexity to the supply chain and distribution methods. This session will help you determine what shipping and logistics strategy is right for your online business and how to find the technology that will enable you to execute your strategy.

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    Tue, June 07, 2016 1:55 pm to 2:20 pm

    Let's Get Tactical: Analytics

    Amy Madonia, former Vice President, E-Commerce, Marketing - Donna Morgan & Ali Ro
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Retailers have been collecting and analyzing data to understand their customers and their shopping behaviors. Analytics give insight into what has worked and why. Retailers now need to identify the data that they need to make business decisions around customers, tracking their actual behavior. Only real data will allow predictive analysis and recommendation engines to be effective. This session will address the best technology to suit your data analytics needs.

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    Tue, June 07, 2016 2:00 pm to 2:30 pm

    Analyzing Your Marketplace Data

    Alison Held, Product Manager for Marketplaces - ChannelAdvisor
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    What are you doing with all that data? Now that your Amazon orders are piling up, it's time to make informed decisions to take your Amazon sales to the next level. This session will provide five strategies for analyzing data to improve your Amazon performance, better understand the demand for your products and avoid stockouts.

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    Tue, June 07, 2016 2:00 pm to 2:45 pm

    Does E-Commerce Self-Service Top the Performance of Sales Reps?

    Justin Racine, Director, Marketing, E-Commerce - Geriatric Medical Supply
    Dwayne Doshier, Director, Customer Growth Services - Insite Software
    Type: Pre-Conference Workshops
    Track: B2B

    As executives compare e-commerce strategies to traditional selling through account managers and field sales reps, it’s helpful to view data on what works. Our speakers will discuss how to use an online dashboard to gain a comprehensive look at such data as sales of product categories and particular SKUs via self-service e-commerce and through sales reps. Companies can use that data to determine which products sell well without discounted prices through online self-service and which require a sales rep’s expertise. Companies can also view customer satisfaction ratings for the purchase of the same products sold through self-service e-commerce and through sales reps, then decide what they need to do to improve customer satisfaction through each channel. Our speakers will explain how using dashboard analytics provides executives with the perspective to ensure both their e-commerce system and their sales reps are performing at the highest levels for the best return on investment, and how they can use dashboard data to determine the steps to improve performance.

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    Tue, June 07, 2016 2:20 pm to 2:35 pm

    Break

    IRCE Event, -
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

       

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    Tue, June 07, 2016 2:30 pm to 2:45 pm

    Break

    Type: Pre-Conference Workshops
    Track: Amazon & Me

       

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    Tue, June 07, 2016 2:35 pm to 3:15 pm

    Selling from Around the World—Addressing Global Technology Considerations

    Jim Ramsey, Head of Technology - Maclaren Services
    Maria Carrasquillo, Regional Senior Marketing Director - Jarden Consumer Solutions Latin America
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Polls and Q&A To expand globally, retailers face key challenges in creating a strong and focused plan on strategy, technology and operations. This session will examine the considerations surrounding the most appropriate delivery models (software as a service, on-premises, outsourced), the key integration required across regions and the use of technology to address the implications of localization needs.

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    Tue, June 07, 2016 2:45 pm to 3:30 pm

    Amazon 2016 and Beyond

    Gene Munster, Managing Director, Senior Research Analyst - Piper Jaffrey
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    Amazon spends more than $15 billion a year on research and development, more than any retailer in the United States and even more than most technology companies. This session will examine the latest Amazon innovations to illustrate how initiatives like drone, grocery and restaurant delivery, along with other developing projects, impact your Amazon business in the near- and longer-term future.

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    Tue, June 07, 2016 2:45 pm to 3:15 pm

    Using Mobile Technology to Keep Sales Reps in the Game—And Hitting Home Runs

    Brian Finkle, Director of E-commerce - Evergreen Enterprises of Virginia
    Type: Pre-Conference Workshops
    Track: B2B

    As more companies buy products through self-service e-commerce, sales reps face the challenge of evolving to make their contributions more valuable in customer relationships. One way to change is through the use of mobile devices that field sales reps can use to help customers research and buy products. As customers place more orders through self-service online methods, sales reps can be freed from helping customers place basic orders. And, equipped with the right tools tied to such information as available inventory and customers’ contract pricing, reps can spend more time helping customers place larger, higher-margin orders and develop new business with prospects. Our speaker will explain how a field sales rep can, for example, spend more time helping customers choose the best selection of merchandise, and view available and planned inventory to prepare for peak seasons, while using tablets to display detailed images of new products.

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    Tue, June 07, 2016 3:15 pm to 3:30 pm

    Break

    Type: Pre-Conference Workshops
    Track: B2B

       

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    Tue, June 07, 2016 3:15 pm to 3:35 pm

    Innovation Now, Best Practice in 2017: Social Commerce

    Sarah Veit Wallis, Vice President, General Manager, Lifestyle - Walmart
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    Polls and Q&A Shopping is often a social experience, so brands and retailers are exploring social commerce strategies to leverage the interactions and engagements to ultimately convert to a sale. In this session, we will explore what it means to be both innovative and performance driven when it comes to social media.

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    Tue, June 07, 2016 3:30 pm to 4:15 pm

    Bring Your Burning Questions: Wrap-up Q&A

    Joseph Jaconi, General Manager, Co-Founder - Tech Armor
    Fahim Naim, Founder - eShopportunity
    Scot Wingo, Executive Chairman, Co-Founder - ChannelAdvisor Corp.
    Chad Brandon, Key Account Manager, Amazon - ASICS
    Type: Pre-Conference Workshops
    Track: Amazon & Me

    The last session of the Amazon & Me Workshop will be a wrap-up of the day’s content and themes. Speakers from earlier in the day will open the mics to answer attendees’ questions about aspects of selling on Amazon that were not answered in the course of the day or to provide more detail about areas that were discussed. Our panel of speakers will encourage attendees to participate and provide insights based on their own experience using Amazon systems. The goal is to leave no stone unturned and no question unanswered.

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    Tue, June 07, 2016 3:30 pm to 4:00 pm

    Helping Small Businesses Shop - Wherever They May Be

    Hayden Kwast, Manager of E-Commerce and Marketing - Olam Coffee
    Type: Pre-Conference Workshops
    Track: B2B

    Small business owners and procurement managers have a lot to juggle, and many travel frequently. A thorough mobile strategy is essential for any company that wants to target sales to these innovative, busy buyers. Olam Coffee, a coffee supply company that connects coffee roasters with coffee producers, has experienced a significant jump in online sales since deploying a mobile commerce strategy in early 2015. Olam’s e-commerce & marketing manager will discuss how Olam synced its marketing initiatives and e-commerce platform to launch and maintain an effective mobile strategy.

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    Tue, June 07, 2016 3:35 pm to 3:55 pm

    Innovation Now, Best Practice in 2017: iBeacons and Wearables

    Kartik Subramanian, Director, Mobile Product, API, Innovation - Walgreens
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    iBeacons and wearables have been around a few years now, but how do you efficiently utilize them in your overall omnichannel offering? As adoption rate increases and consumers expect these technologies from retailers, it is critical to find technologies that complement your brand and culture. This session will detail how to integrate popular consumer technology into your overall technology systems so you are serving your customers and increasing sales. 

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    Tue, June 07, 2016 3:55 pm to 4:20 pm

    Innovation Now, Best Practice in 2017: Innovation Tools

    Justin Hughes, Vice President, Product - Trunk Club
    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

    With a deluge of retail innovations and new technologies in the market, how do you narrow down the options to only those relevant to your organization? In this session, our speaker will cover some of the most promising technology innovations that are helping his company stay ahead of the curve today.

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    Tue, June 07, 2016 4:00 pm to 6:30 pm

    Welcome Reception in Exhibit Hall

    Type: Pre-Conference Workshops
    Track: E-Commerce Technology

       

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    Tue, June 07, 2016 4:00 pm to 6:30 pm

    Welcome Reception in Exhibit Hall

    Type: Pre-Conference Workshops
    Track: Amazon & Me

       

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    Tue, June 07, 2016 4:00 pm to 6:30 pm

    Welcome Reception in Exhibit Hall

    Type: Pre-Conference Workshops
    Track: B2B

       

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    Tue, June 07, 2016 4:00 pm to 4:45 pm

    You Can Make a Retail Site Work in the B2B World—If You Know What You're Doing

    Ed Stevens, Chief Operating Officer - Kibo
    Type: Pre-Conference Workshops
    Track: B2B

    As retailers take on more sales to business buyers—such as bulk sales of gifts or uniforms to corporations—they need e-commerce sites that deliver the basics to B2B buyers: a retail-like set of site features that make finding and purchasing products fast and easy and a complementary set of B2B features that ensure the buyer is acting within authority and within budget. Beyond that, buyers want extensive product specs and installation instructions; the ability to share planned purchases with colleagues and supervisors before completing a purchase; and the option to pay with purchase orders integrated with their accounts/payable system. Our speakers, one a provider of e-commerce technology and the other a B2B seller, will share insights on how to design an effective site for B2B e-commerce.

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    Wed, June 08, 2016 7:00 am to 5:30 pm

    Registration

    Type: Main Conference Day 1
    Track: General Session

       

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    Wed, June 08, 2016 8:15 am to 8:30 am

    WELCOME and Introduction

    Kurt Peters, Executive Editor - Internet Retailer
    David Southworth, Vice President, IRCE - IRCE / Emerald Expositions
    Type: Main Conference Day 1
    Track: General Session

       

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    Wed, June 08, 2016 8:30 am to 9:00 am

    180 Countries, 34 Languages, One Platform: How the New, Global Dell.com Keeps Customers Happy Around the World

    Greg Bowen, Vice President, Dell Commerce Services - Dell
    Type: Main Conference Day 1
    Track: General Session

    Today, as consumers’ expectations of the online shopping experience ratchet up at an ever-faster pace, shopper preferences and marketing opportunities can emerge or evaporate in a near-instant. For online retailers that operate on a global scale, it’s even more challenging to manage these fast pivots seamlessly across multiple countries, cultures and languages. Computer industry giant Dell has met that challenge head-on with a monumental replatforming effort: a custom-built e-commerce infrastructure that unites its online properties around the world on a single platform. Now live after 18 months of development, the new platform gives the company unprecedented speed in executing changes large and small to online marketing and merchandising that must meet customer demands across 180 countries and 34 languages. Combining a response agility more typical of smaller retailers with Dell’s own scale and resources as a global leader, the new platform is delivering impressive results, with the responsive design that was part of the platform rollout having already produced a 50% lift in the conversion rate from mobile devices and a 70% increase in customer satisfaction. In this Keynote Address, the vice president of Dell Commerce Services will showcase examples of what the new platform enables in added functionality and Dell.com’s ability to respond rapidly to market opportunities around the world, as well as what that’s achieved for Dell. The winning outcome of Dell’s massive replatforming demonstrates for online retailers of all sizes why speed and agility are critical engines in driving success in today's fast-changing online environment.     

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    Wed, June 08, 2016 9:00 am to 9:30 am

    Special Guest: A Social Strategy Tailored for All of Humanity

    John Yembrick, Manager, Social Media - NASA
    Type: Main Conference Day 1
    Track: General Session

    As NASA’s social media chief, John Yembrick has a mission “to bring space down to Earth” for everyone, inspiring a band of social enthusiasts to alert a new generation of Americans: Space rocks. Like many retailers, NASA does not have a big budget for social media initiatives and yet its highly diversified portfolio — nearly 500 social accounts across 12 platforms — elevate mankind from mere observer of space exploration to participant by connecting Earth dwellers with astronauts via online Q&As, hosting live events called NASA Socials and providing followers the virtual experience of a spacewalk via spectacular video footage of our planet from outside the International Space Station. In its quest to provoke that “aha!” moment among those for whom space is too distant a concept, NASA explores new ways social media is woven into our lives and positions itself at the center of that universe. Attendees will be inspired to view their own brands through fresh eyes and explore uncharted territory to reach a broader audience through social media.  

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    Wed, June 08, 2016 9:30 am to 10:30 am

    Break

    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives, Retail Chains, Small But Mighty

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.

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    Wed, June 08, 2016 9:30 am to 10:30 am

    Break

    Type: Main Conference Day 1
    Track: Marketing Must-Haves, Fulfillment, Customer Service & Operations

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.   

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    Wed, June 08, 2016 10:30 am to 11:00 am

    From Clicks to Bricks: Using Stores to Grow Digital and Vice Versa

    Karl Bracken, Senior Vice President, Supply Chain Transformation - Target Corp.
    Type: Main Conference Day 1
    Track: Retail Chains

    Just a few years ago, retail supply chains primarily moved products from vendors through distribution networks to the store shelf. While that infrastructure is still in place, consumers and their expectations have dramatically changed. Retailers are re-engineering their supply chains to use their physical assets – like stores – in new ways, providing even more convenience and choice to consumers. The result? Greater loyalty and growing sales. In this session, Target SVP Karl Bracken will share insights and lessons from Target’s journey as they’ve rolled out flexible fulfillment capabilities like order pickup and ship-from-store, and seen the benefits for digital growth.

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    Wed, June 08, 2016 10:30 am to 11:00 am

    Pros & Cons of 4 Fulfillment Strategies

    Rett Clevenger, Chief Executive Officer, Co-Founder - Steals.com
    Type: Main Conference Day 1
    Track: Fulfillment, Customer Service & Operations

    Fulfillment is tough. Various strategies have very different implications for customer experience, ability to create content and cost. Our speaker from Steals.com will explore risks and rewards of four fulfillment strategies including buying product in advance, virtual consignment, traditional consignment and drop ship, highlighting the pros and cons each approach offers. Get ready for an unvarnished look at how each stacks up and which is the best fit for you.

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    Wed, June 08, 2016 10:30 am to 11:00 am

    How I Got Profitable

    Brad Rusin, Director, E-Commerce - Phoenix Leather Goods
    Terri Hunsinger, Partner - WebUndies
    Type: Main Conference Day 1
    Track: Small But Mighty

    Whether startup looking to make that first buck or established and driven to return to profitability, every retailer confronts the question: What more can I do to get into the black? In this session, two e-retailers will chart their journeys from self-assessment to operational changes and technology investments to achieve and sustain profitability. 

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    Wed, June 08, 2016 10:30 am to 11:00 am

    The New Tactics Driving Affiliate Marketing Today

    Robert Glazer, Founder, Managing Director - Acceleration Partners
    Nicholas Lamothe, Senior Manager, Retention Marketing - Adidas Group
    Type: Main Conference Day 1
    Track: Marketing Must-Haves

    Elevating and improving your affiliate program can be difficult in a world of off-brand promotion and cross-channel cannibalization.  However, smart brands are using new technology and tactics to create programs that drive incremental and sustainable revenue. Our first speaker will discuss the changing industry and explain how retailers are focusing affiliate programs on elements like brand alignment, high-quality partners, mobile optimization, and global expansion to drive revenue. Our second speaker will discuss how his company has upgraded its affiliate program using these strategies and tactics.  Attendees will gain expert insight into the future of affiliate marketing as well as takeaways to leverage in their own programs.

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    Wed, June 08, 2016 10:30 am to 11:00 am

    What Shoppers Want From Online and Omnichannel Retailers in 2016

    Gian Fulgoni, Executive Chairman Emeritus, Co-Founder - comScore
    Bala Ganesh, Director, Retail Marketing - UPS
    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

    The fifth year of a joint survey from UPS, comScore and The E-Tailing Group team polls 5,800 avid online shoppers on the online shopping experience, touching on broad-ranging topics from mobile and social media to product marketing, new technology, loyalty and more. Survey findings show that 83% of shoppers are satisfied with desktop shopping but only 65% with mobile shopping; 43% of shoppers discover new products via social media; shoppers are willing to wait eight days for deliveries when shipping is free but only six when paying for it, and other useful planning data. Our speakers will provide insights into consumer behavior and offer guidance on how e-retail executives can adapt their approaches to drive sales and profits.

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    Wed, June 08, 2016 11:00 am to 11:30 am

    Managing Drop Shipping in Times of Crisis

    Sam Sisakhti, Owner - USTrendy
    Type: Main Conference Day 1
    Track: Fulfillment, Customer Service & Operations

    Drop shipping is an efficient way of operating when things are going great. But what happens when a crisis strikes—like the January 2016 blizzard that dropped three feet of snow on Mid-Atlantic States? Or volume spikes because your product gets a favorable unexpected mention on a popular TV show? This session will examine what controls a retailer must have in place to ensure smooth operations over an area that is not under the retailer’s direct control.

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    Wed, June 08, 2016 11:00 am to 11:30 am

    An Omnichannel Odyssey: Toppling Silos to Gain a 360-Degree View of the Shopper

    Tiffany Cooley, Vice President, Marketing - Bon-Ton Stores
    Type: Main Conference Day 1
    Track: Retail Chains

    For retailers with a traditional heritage, like department store chains, knocking down data silos to get a 360-degree view of the customer is especially difficult because old school thinking is hard to shake. Bon-Ton Stores is tackling this challenge with a new Internet-enabled data infrastructure that will provide heightened visibility into online and offline shopper behavior while at the same time, shifting the cultural mindset to blur the lines of channels and customer touchpoints. In this session, Bon-Ton’s vice president of marketing will outline how the 270-store chain is moving toward a technology-enabled and people-powered omnichannel culture to bring consistency to brand interactions across all channels and drive sales in-store and online.

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    Wed, June 08, 2016 11:00 am to 11:30 am

    Search? Display? Finding the Right Balance

    Debbie Johnsen, Associate Vice President - Christie's
    Type: Main Conference Day 1
    Track: Marketing Must-Haves

    Paid and organic search can be very effective in driving traffic and conversions. But can you rely solely on search to grow your customer base? This session will focus on the different roles that display, social and other media play in the conversion path. Our speaker will explain the right media mix for each business, how to set goals and allocate media spending and how to understand the customer journey and path to purchase. 

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    Wed, June 08, 2016 11:00 am to 11:30 am

    The Zen of Financial Intelligence

    Parag Mamnani, Founder, Chief Executive Officer - Webgility
    Carla Sancho, Chief Marketing Officer - Weddingcollectibles.com
    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

    To increase revenue, both new and seasoned e-commerce businesses must distill data to its purest form for analysis. This presentation will identify the specific elements key to e-commerce that every online seller must know about their business to drive results. Our speakers will provide a simple formula for finding, mastering and leveraging this information to increase profits from online sales. You’ll learn the right questions to ask–for example, in determining their most profitable items, should e-retailers include all costs such as marketplace fees or return rates? This session will cover where to find answers and how to use them to scale up.

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    Wed, June 08, 2016 11:00 am to 11:30 am

    Why the Top 500 Should Be Terrified of the Second 500

    Stefany Zaroban, Director, Research - Internet Retailer
    Type: Main Conference Day 1
    Track: Small But Mighty

    Each year, new insights emerge from examination of e-retailers in the Second 500 Guide, which profiles companies that rank No. 501 to 1,000, according to online sales. These are the up-and-comers you may not have heard of that are rapidly making strides in e-commerce. What’s unique about the latest crop of fast-growing leaders? What strategies are they deploying and what technology investments are they making? Last year, a predominant theme among the Second 500 e-retailers was thoughtful spending in search, social and mobile with a focus on profits and long-term stability over top line growth at any cost. Stefany Zaroban, who spends all year interviewing and analyzing these mid-tier e-retailers, will preview the latest trends among this important group, highlight attributes of the most successful and reveal where they are deploying resources to speed past competitors to earn a ranking in the Top 500.

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    Wed, June 08, 2016 11:30 am to 1:15 pm

    Lunch Break in Exhibit Hall

    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives, Retail Chains, Small But Mighty

       

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    Wed, June 08, 2016 11:30 am to 1:15 pm

    Lunch Break in Exhibit Hall

    Type: Main Conference Day 1
    Track: Marketing Must-Haves, Fulfillment, Customer Service & Operations

       

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    Wed, June 08, 2016 1:15 pm to 1:45 pm

    Dynamic Pricing – Boon or Bust?

    Paula Rosenblum, Managing Partner - Retail Systems Research
    Type: Main Conference Day 1
    Track: Retail Chains

    Savvy chain retailers, multichannel and web-only merchants know the critical importance of pricing decisions and are wise to monitor the competition’s moves while benchmarking their own companies’ performance. Many now use technology to support their efforts. Should you consider the next step: Dynamic Pricing? In this session, we’ll explore who’s using it and why, practical and theoretical benefits, and omnichannel implications of dynamic pricing. Our speaker will offer guidance on what types of e-retailers stand to reap the most rewards and what chains, in particular, need to consider before going down this road. Special interactive feature: attendees will participate via an audience response system to see how their strategies compare with peers.

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    Wed, June 08, 2016 1:15 pm to 1:45 pm

    Five Paid Search Strategies for Capitalizing on Buyer Intent

    Denis Coombes, Director - ROI Revolution
    Scott Tannen, Founder, CEO - Boll & Branch
    Type: Main Conference Day 1
    Track: Marketing Must-Haves

    Understanding a searcher’s intent can mean the difference between a wasted impression and a profitable click. Our speakers will discuss how Boll & Branch improved conversions significantly by using proven paid search strategies such as remarketing search ads. This campaign targets generic terms, for instance, serving ads to shopping cart abandoners who continued to search Google for “cotton sheets” after leaving their site.  They’ll also share strategies to help you engage your shoppers by capitalizing on likely buyer intent.

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    Wed, June 08, 2016 1:15 pm to 1:45 pm

    Prescriptions for the Growing Pains of Mid-Market E-Retailers

    Steve Elkins, President - WEBS America's Yarn Store
    Darren Hill, Chief Executive Officer, Co-Founder - WebLinc
    Gabrielle Gallo, Head of E-Commerce - The Sak Brand Group
    Type: Main Conference Day 1
    Track: Small But Mighty

    Getting started in e-commerce has its challenges, but there are a lot of companies and people ready to help businesses get started online. Likewise, retailers at the higher end of the market have all the resources they need to be successful. But where navigating online retail seems to be most difficult — in the mid-market, facing growth spurts and all the related challenges — it’s surprisingly the most lonely and forgotten. This session will bring together mid-market retailers in all phases of growth to share their experiences and lessons. Attendees will hear strategies for ramping-up an e-commerce team, meeting customer service needs, scaling marketing efforts and more. Attendees will gain a better understanding of the key performance indicators they should monitor to ensure they don’t outgrow order management systems, warehousing or fulfillment, and that their platform can scale with growing traffic and catalog size.

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    Wed, June 08, 2016 1:15 pm to 1:45 pm

    The Secrets Behind 10x Growth

    Bryan Lalezarian, Chief Executive Officer - MeUndies
    Robert J. Moore, Chief Executive Officer, Co-Founder - RJMetrics
    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

    What do high-growth e-commerce companies have in common? They’re experts at leveraging the Internet’s unique capabilities to drive repeat purchases among customers.  In contrast to industry statistics showing that only 32% of online customers purchase a second time, more than half of these companies’ revenue comes from repeat buyers. The lifetime value of their customers is 79% higher than average, and the top 1% of their customers are worth 18 times more than the average customer. Retailers of all sizes will learn the tactics that increase repeat purchases and AOV, and the metrics to watch in benchmarking their own efforts against the best practices our speakers will share.

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    Wed, June 08, 2016 1:15 pm to 1:45 pm

    The Data You Need to Turn Order Fulfillment Into a Competitive Advantage

    Kenneth Cassar, Vice President and Principal Analyst - Slice Intelligence
    Type: Main Conference Day 1
    Track: Fulfillment, Customer Service & Operations

    Most retailers know their own delivery metrics—how quickly packages leave their facilities, how many customers are willing to pay and how much for expedited delivery, how long orders take to get to customers’ doorsteps. But many don’t know how their performance compares to their competitors’. Our speaker will report original research on fulfillment and delivery metrics that attendees can use to assess their own operations. Analyzing shipping and delivery information gathered from online purchase receipts of 3.5 million customers, he will report length of time for orders to leave the warehouse, length of time to deliver, what percentage of shoppers get free shipping, the average price a consumer who doesn’t get free shipping pays, what percent pay for speedier shipping and what that average cost is. He will analyze the data by merchandise purchased, type of retailer, geography and shopper demographics. And he will provide insights into how fulfillment practices affect marketing and merchandising.

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    Wed, June 08, 2016 1:45 pm to 2:15 pm

    People Are People: Success Stories Online From Those Who Know The Deal

    Timothy Peterson, President - Dataglam Omnichannel Consulting
    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

    The most successful Internet retailers are not nameless, faceless, and robotic.  Rather, they recognize that humans respond to the same treatment online that they do across all channels. In this session we’ll hear the expert perspective of a veteran e-retailer on how new technologies are creating and supporting the human connection online and how this is playing out in specific brands. Our speaker will examine how what’s always worked in customer interactions in-store is now coming to the fore online to drive conversions

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    Wed, June 08, 2016 1:45 pm to 2:15 pm

    Speedy Store-based Fulfillment – A Game of Tag, You're It

    Rory Hudson, Vice President, Information Technology - Zumiez
    David Potts, Chief Executive Officer, Founder - SalesWarp
    Type: Main Conference Day 1
    Track: Retail Chains

    Fulfilling website orders via stores is a smart way to optimize physical assets. Add a competitive element to incentivize staff and soon the culture becomes performance-oriented. This is what Zumiez found when it implemented an order management system with a stopwatch: if a store fails to fill and ship an order within a preset time, the order is re-routed to another store; the stopwatch starts again and if the second store is too slow, the order is re-routed again – and everyone is keeping score. Top performers in this hot potato game – at the warehouse and in stores – are recognized and rewarded. And those lagging behind are motivated to up their game. Zumiez will describe how the new strategy and systems were deployed, how staff adopted the process changes, the positive impact on the work environment and most importantly, the sales impact of faster delivery times. Our second speaker from vendor SalesWarp will detail the automation required to implement such a system and the results seen by other retailers using a similar strategy.

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    Wed, June 08, 2016 1:45 pm to 2:15 pm

    Step One: Get Content. Step Two: What Kind?

    Nathan Safran, Founder, CEO - Blue Nile Research
    Type: Main Conference Day 1
    Track: Marketing Must-Haves

    Most online retailers know that presenting original content can help capture and convert traffic. Where they may be stalled in implementing that insight in their own content creation and marketing efforts is in not understanding what kinds of content resonate with different buyers, and what kind of content actually moves shoppers to purchase. Content creation is not a one size fits all proposition, and this session will feature original research that uncovers patterns in the different kinds of content that appeal to different personality types. You'll also learn how those patterns differ between B2C and B2B buyers

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    Wed, June 08, 2016 1:45 pm to 2:15 pm

    The Many Ways Fraud Can Happen—And the Many Ways to Fight Back

    Don Bush, Vice President of Marketing - Kount Inc.
    Kyle Largent, Fraud Prevention Supervisor - New Balance
    Type: Main Conference Day 1
    Track: Fulfillment, Customer Service & Operations

    The stakes of fraudulent transactions are increasing because the ways fraud can happen are exploding. A few years ago it was good enough to implement measures to protect against credit card fraud. Today, the number of ways consumers can pay has grown and that has only increased the complexity of identifying and combating fraud. This session will examine the risks merchants face in fraudulent transactions, outline how fraud occurs among different payment methods, and look at steps one retailer has taken to decrease chargebacks and instances of fraud.

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    Wed, June 08, 2016 1:45 pm to 2:15 pm

    To VC or Bootstrap? Pros & Cons to Fund Your Startup

    Brian Fricano, Chief Executive Officer, Founder - Sustainable Supply
    Ross Petersen, Chief Executive Officer, Co-Founder - Blitsy
    Type: Main Conference Day 1
    Track: Small But Mighty

    Startups can take on investors with aggressive growth goals, or bootstrap it, answer to no one and build the business steadily though more slowly. Our speakers, one of whom took the venture capital route and one who chose to go it alone, will share the advantages and disadvantages of each approach. Attendees will come away with a solid snapshot of each company’s funding strategy, the surprises they encountered, challenges overcome and whether, knowing what they know now, they would do it the same all over again.

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    Wed, June 08, 2016 2:15 pm to 3:15 pm

    Break

    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives, Retail Chains, Small But Mighty

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.   

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    Wed, June 08, 2016 2:15 pm to 3:15 pm

    Break

    Type: Main Conference Day 1
    Track: Marketing Must-Haves, Fulfillment, Customer Service & Operations

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.   

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    Wed, June 08, 2016 3:15 pm to 3:45 pm

    20 Ways to Lose SEO Rankings

    Matthew O'Donnell, Owner - North Shore Residential Door
    Nik Rajpal, Vice President, Marketing Sciences - Exclusive Concepts
    Type: Main Conference Day 1
    Track: Marketing Must-Haves

    Believe it or not, Google wants you to rank for your top terms – but guess who keeps getting the way? You do. Our speakers will outline the 20 things retailers do that hurt their own rankings. This brand new research will include some algorithm shifts so newly-forged that they’re still smoking. This session will cover how to start identifying and correcting your biggest SEO blunders.  

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    Wed, June 08, 2016 3:15 pm to 3:45 pm

    33 Tactics to Engage and Retain More Customers—Across Every Channel

    Mark Ginsberg, Chief Marketing Officer - Beyond Stores
    Andrew Scarbrough, Chief Operating Officer - Delegator, PriceWaiter.com
    Type: Main Conference Day 1
    Track: Small But Mighty

    E-retail startups become a formidable force when innovation and customer focus are the guiding principles. BeyondStores.com CMO Mark Ginsberg will show how he draws on his SEO expertise to develop a variety of digital marketing strategies including upselling via email, content marketing, blogger outreach and shopper-friendly features such as hassle-free returns and a name-your-own-price tool. As a result, the company grew quickly — from $1 million in 2011 to more than $13 million today — by leveraging inventive customer engagement tools on their site, on mobile and in social channels. Andrew Scarbrough, COO of Delegator.com and PriceWaiter, will provide greater context about tools used by BeyondStores and other leading retailers, helping Mark detail 33 tactics that fuel rapid growth that other Second 500 e-retailers can implement if they are willing to get creative, test, measure, learn and innovate.

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    Wed, June 08, 2016 3:15 pm to 3:45 pm

    Engaging Shoppers in Store: Are Beacons a Good Option or a Distraction?

    Adam Silverman, Principal Analyst - Forrester Research
    Jeffrey Douglas, General Manager, E-Commerce - Nebraska Furniture Mart
    Type: Main Conference Day 1
    Track: Retail Chains

    Now that the initial hype has lifted for beacons—those location-aware devices that connect with shoppers in stores via their smartphones—what’s next? In this session, our speaker from Nebraska Furniture Mart will disclose why the retailer digitally tagged nearly all major products to help shoppers locate items easily with beacons in its massive selling spaces such as its 560,000-square-foot store. NFM will also outline its dynamic digital pricing strategy that lends a competitive edge. This session will include broader context from Forrester Research on how other retailers are deploying beacons, along with a reality check to help determine if beacons are a fit for your business or whether you’re better off focusing on your total mobile strategy–without beacons–at least for now.

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    Wed, June 08, 2016 3:15 pm to 3:45 pm

    How and Where To Find Top E-Commerce Talent

    David Redlich, President, Co-Founder - ReStockIt.com
    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

    It’s no surprise that two of the top speakers at IRCE 2015 used the opportunity to announce from the conference stage to the general audience of nearly 7,000 e-commerce professionals that their companies were actively hiring. The right marketing and operational strategies and technology are critical to maintaining and growing a successful e-commerce business, but they require talented staff to create, execute and run them. It takes creativity to connect successfully with the best employee prospects. In this session, you’ll garner new ideas on how and where to reach them and how to communicate your opportunities in a way that nets the best results.

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    Wed, June 08, 2016 3:15 pm to 3:45 pm

    Taming the Returns Beast: How One Retailer Wrote the Book on Product Returns

    Jason Willitts, CEO - Quipt
    Type: Main Conference Day 1
    Track: Fulfillment, Customer Service & Operations

    Returns have always been a fact of life for retailers—and even bigger fact of life for e-retailers, whose customers often can’t experience the product before they buy it. The challenge lies in managing returns so they do not become a drag on profits. Some e-retailers take a proactive approach, tracking the reasons customers make returns and using the data to improve products. They also allow a free form reply to the why question, allowing customers to explain the problem so the company can better understand issues. They also apply analytics to returns so that problem products are identified quickly. Some also inspect returned products for resale, either at full price or as a clearance item.

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    Wed, June 08, 2016 3:45 pm to 4:15 pm

    Curation + Comedy + Connection = Word of Mouth That Moves the Needle

    Jonathan Beekman, Chief Executive Officer, Founder - Man Crates
    Brent Bellm, Chief Executive Officer - Bigcommerce
    Type: Main Conference Day 1
    Track: Small But Mighty

    This session explores tactics that bring a product to life without a big budget. Speakers from gifts e-retailer Man Crates and Bigcommerce will illustrate how to inject humor, build word-of-mouth marketing and heighten customer service to convert a dissatisfied customer into a brand advocate. Man Crates will disclose unconventional gambits such as offering products that don’t exist; inventing a holiday honoring caveman nutrition; and delighting gift-givers (while frustrating recipients) with hard-to-open gift boxes. It’s all in the name of creating memorable products and experiences. Started on a shoestring $1,000, Man Crates offered products it did not have available for sale as a way to open dialogue with customers and learn what products would resonate with them — and why — before developing that merchandise. That curation led to creative “manly” new gift offerings such as alpaca jerky and gear to ward off a Zombie attack.

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    Wed, June 08, 2016 3:45 pm to 4:15 pm

    Making Sure Your Customer Service Reps Know More Than Your Customers

    Jon Hoch, President - Power Equipment Direct
    Type: Main Conference Day 1
    Track: Fulfillment, Customer Service & Operations

    It’s not new but it’s growing ever more important: To differentiate yourself from competitors who undercut your prices you need customer service reps who know everything about your products, how they compare to one another, how they compare to competitors’, and their best use. On top of that, ideal staffers can communicate all that through phone, email and live chat where there is no face-to-face interaction. In addition, reps in today’s world of Internet research must be more knowledgeable about your products AND your competitor’s products than your customers. Our speaker’s company has spent years thoroughly training all customer service reps in the features, benefits and comparative advantages of products with an emphasis on professional direct communication in today’s world where sales activity does not take place face to face. He will explain how the company identifies the right candidates for the job, how it trains and tests  reps, and how it measures the benefits of such an extensive training program.

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    Wed, June 08, 2016 3:45 pm to 4:15 pm

    Personalization + Email = Cart Recovery: A 'Unique' Look

    Courtney Lear Wallace, Director, Digital Marketing, E-Commerce - Unique Vintage
    Type: Main Conference Day 1
    Track: Marketing Must-Haves

    At vintage-inspired fashion retailer Unique Vintage, a marketing campaign incorporating social, email and content elements to personalize interactions drove up sales in the email channel alone by 100%. It boosted shopping cart recovery by 300%, while its abandoned cart email messages produced a conversion rate of nearly 20%. In this session, Unique Vintage will explain how it used e-mail marketing strategies to keep a friendly and personal tone with customers in a campaign focused on saving abandoned carts. Our speaker will discuss how to use transactional emails, personalization techniques, and customers’ device preferences to extend loyalty and improve customer engagement.

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    Wed, June 08, 2016 3:45 pm to 4:15 pm

    Unlock the Secret to Store Incentives that are Fair and Fruitful

    Steve Haffer, CIO, EVP, Marketing, E-Commerce, IT - American Signature
    Type: Main Conference Day 1
    Track: Retail Chains

    The 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 dismiss the importance of the digital channel and puts sales at risk, too. Key to creating a frictionless, cross-channel selling atmosphere is supporting the often-circuitous shopping journey however it jukes from in-store, to desktop, mobile and back to store. Our speaker from American Signature will detail how it’s integrated in-store and digital selling, attribution and email so that store-based staff receive credit for a sale, even if that sale is closed online. He’ll show how this culture shift improved revenues, expanded reach of online shoppers and rewards all selling channels in fair and equitable manner.

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    Wed, June 08, 2016 3:45 pm to 4:15 pm

    What the Growing Role of Apps Means for Retailers and Brands

    Samuel Yang, Vice President, Americas - App Annie
    Michael Molitor, Senior Vice President, E-Commerce - Kohl's
    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

    Consumers’ growing adoption of mobile is shaking up how consumers search and shop. And that means online marketers will need to strategize—and spend—differently if they rely on search to reach customers. Most of the time a consumer using a smartphone, unlike a desktop user, does not start with search on a browser. Instead she goes right to her favorite app. Google is not present in that app in most cases, nor are most advertising networks. With smartphone users increasingly spending their online time in mobile apps instead of the open web, this session will examine how apps are changing traditional online marketing and what e-retailers must to do thrive in the new environment. 

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    Wed, June 08, 2016 4:15 pm to 4:45 pm

    Lightning Round: Two Dozen Quick Fixes to Boost Your Online Marketing and Conversion

    Adam Audette, Senior Vice President, Organic Search - Merkle
    Sara Resnick, SEO and Digital Marketing Senior Manager - 1800Flowers.com
    Type: Main Conference Day 1
    Track: Marketing Must-Haves

    E-retailers worry about static or decreasing conversions due to online marketing that just isn’t equal to the task. They want to know how to hit with the marketing heavyweights, pull in leads, increase revenue and boost search engine rankings. This session will identify what some of the worst marketing mistakes are—commonly  made every day--and how to avoid them.  It will highlight examples of best practices in paid search, SEO, email marketing and social media marketing and provide takeaways that can be implemented easily to improve results.

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    Wed, June 08, 2016 4:15 pm to 4:45 pm

    Seeking Nirvana: Unified Commerce to Enable ‘Buy Anywhere, Ship Anywhere’

    Brian Brunk, Principal - Boston Retail Partners
    David Harris, Vice President, Information Technology - Yankee Candle
    Type: Main Conference Day 1
    Track: Retail Chains

    Seamless shopping across physical and digital channels is a top priority for retail chains and many recognize that lack of a unified commerce platform is holding them back. Boston Retail Partners research indicates that 78% of retailers surveyed will adopt a unified commerce platform in the next five years. This session will detail how retail chains are pushing this “buy anywhere/ship anywhere” mandate through enhanced mobile, order management, fulfillment, payments and customer engagement. Our retail speaker is moving toward a centralized commerce platform and will share lessons learned so far, what pivots were necessary and how the new platform will exploit chains’ strengths -- store assets and transaction history -- to provide a seamless, personalized experience in every channel.

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    Wed, June 08, 2016 4:15 pm to 4:45 pm

    Outsourcing Technology: A Growth Strategy for Everyone?

    Richard Sejean, Director, E-Commerce - Browns Shoes Inc.
    Elana Anderson, Senior Vice President, Worldwide Marketing - Demandware
    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

    There’s a strong argument that it makes sense to outsource most technology. Many e-commerce startups use Amazon Web Services as a host—AWS will even provide a credit for startups that use it. Many inexpensive e-commerce applications allow an e-retailer to get up and running for as little as a few hundred dollars a month.  But can what works so well for start-ups also deliver benefits to established e-retailers with entrenched  systems already in place ? This session will cover how to determine the capabilities of an outsource service provider and also what will be required of your company to make the relationship work. You’ll learn the questions to ask to figure out whether, and when, buying capacity outside of your own four walls vs. relying on your own technology could make sense for your e-commerce business, no matter what its size.

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    Wed, June 08, 2016 4:15 pm to 4:45 pm

    How One Retailer Bumped Up Sales by Spending on Customer Service

    Mitch Goldstone, President - ScanMyPhotos.com
    Type: Main Conference Day 1
    Track: Fulfillment, Customer Service & Operations

    When President Mitch Goldstone analyzed ScanMyPhotos.com’s return on ad spending, he learned that most clicks did not result in sales and customers who did buy often were not repeat buyers. Goldstone then shifted his focus from ads to better customer service, reasoning that consumers who have a better experience with the company are more likely to buy more and spread the word about the company. He added online surveys just prior to checkout and hired 10 staffers to serve customers and to interview them and share their stories on social media. The result: A 30% increase in sales, which he attributes to customers’ being more engaged with the company. Goldstone will explain how he analyzed his ad spending data, how he decided on which areas of customer service to beef up, the result, and what he has learned that will help refine the company’s approach.

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    Wed, June 08, 2016 4:15 pm to 4:45 pm

    My Worst Idea and What I Learned

    Bret Bonnet, President, Co-Founder - Quality Logo Products
    Jana Francis, President, Founder - Steals.com
    Type: Main Conference Day 1
    Track: Small But Mighty

    Entrepreneurs know this: The silver lining of a seemingly great idea that bombs often yields important insights and a deeper understanding than would otherwise have been possible. These hard-won lessons have a short-term cost but pay dividends in the long run. In this session, two e-retailers will divulge e-commerce initiatives that did not produce the desired ROI but instead paved the way to surprising successes. In this wrapup session, attendees will be inspired to take a calculated risk, equipped to dissect results and devise a Plan B, if needed, that is phenomenally more successful than Plan A. E-retailers will head home primed to deploy that new idea they’ve been noodling -- with confidence they’re prepared to pivot whatever the outcome.

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    Wed, June 08, 2016 4:30 pm to 6:30 pm

    Cocktail Reception in Exhibit Hall

    Type: Main Conference Day 1
    Track: Success Strategies for Top E-Retail Executives

       

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    Wed, June 08, 2016 4:30 pm to 6:30 pm

    Cocktail Reception in Exhibit Hall

    Type: Main Conference Day 1
    Track: Retail Chains

       

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    Wed, June 08, 2016 4:30 pm to 6:30 pm

    Cocktail Reception in Exhibit Hall

    Type: Main Conference Day 1
    Track: Small But Mighty

       

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    Wed, June 08, 2016 4:30 pm to 6:30 pm

    Cocktail Reception in Exhibit Hall

    Type: Main Conference Day 1
    Track: Marketing Must-Haves

       

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    Wed, June 08, 2016 4:30 pm to 6:30 pm

    Cocktail Reception in Exhibit Hall

    Type: Main Conference Day 1
    Track: Marketing Must-Haves

       

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    Thu, June 09, 2016 7:00 am to 4:00 pm

    Registration

    Type: Main Conference Day 2
    Track: General Session

       

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    Thu, June 09, 2016 8:15 am to 8:45 am

    KEYNOTE: How Steve Madden Keeps it Edgy at Every Touchpoint, Digital and Beyond

    Mark Friedman, President, E-Commerce - Steve Madden
    Type: Main Conference Day 2
    Track: General Session

    When a brand carves out a niche as Steve Madden has – think “rock and roll with a jolt of sex appeal” – that edgy urban vibe must resonate with authenticity at every customer touchpoint, whether it’s the sensory experience in stores or online via desktop, tablet and mobile. Our keynote speaker will discuss the foundational elements enabling a unified customer experience – from a new mobile app, personalized content, business intelligence tools and, ultimately, a database that provides a 360-degree view of each customer’s behavior across all selling channels and every device. Mark Friedman will dissect the challenges involved, from deciphering what’s really going on with cross-device usage among its Madden-obsessed Millennial shopper to measuring channel attribution and the digital spend’s impact on in-store and online sales.   

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    Thu, June 09, 2016 8:45 am to 9:15 am

    FEATURED: Stamina – Not Shortcuts – Gets Your Social Endorphins Pumping

    Marc Lobliner, Chief Marketing Officer - TigerFitness.com
    Type: Main Conference Day 2
    Track: General Session

    “This is not a game” is the mantra at TigerFitness.com, a nutritional supplements e-retailer driven by a near-fanatical commitment to original content populated across numerous social channels. Featured Speaker Marc Lobliner will detail how, with limited resources and staff, he crafted a highly diversified social regimen that reaches consumers on YouTube, Instagram, Facebook, Vine, its own app and Periscope live video streaming. A focus on credible, high frequency (and sometimes unscripted) content stokes a dialogue with shoppers that inspires user-generated content for the $10 million company that ranks No. 772 in the Internet Retailer Top 1,000. Social media efforts have doubled TigerFitness.com’s sales for three consecutive years as it strives to increase revenue sixfold by 2019. Maintaining a robust social presence in so many channels takes stamina and discipline. E-retailers open to rethinking their strategy will come away with a colorful assortment of possibilities to muscle up their own social initiatives.

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    Thu, June 09, 2016 9:15 am to 9:30 am

    The Top 500: Riding the Wave of E-Commerce Opportunity

    Mark Brohan, Vice President, Research - Internet Retailer
    Type: Main Conference Day 2
    Track: General Session

    The Internet Retailer Top 500 maintain their position as e-commerce leaders by changing with—and staying ahead of—the market. Mark Brohan will present analysis from the just-released Top 500 Guide and offer insights on business performance and other growth metrics driving the leading web merchants in North America.     

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    Thu, June 09, 2016 9:30 am to 10:30 am

    Break

    Type: Main Conference Day 2
    Track: Design & Merchandising, Managing Technology, Social Commerce & Marketing

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.   

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    Thu, June 09, 2016 9:30 am to 10:30 am

    Break

    Type: Main Conference Day 2
    Track: Marketing: New Frontiers, Video in E-Commerce

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.   

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    Thu, June 09, 2016 10:30 am to 11:00 am

    Data and Automation Drive the Future of All Marketing Communications

    Matthew Butlein, President - Freshpair.com
    Max Bennett, Co-Founder, Vice President of Product - Bluecore
    Type: Main Conference Day 2
    Track: Marketing: New Frontiers

    Data-centric, automated marketing messages across channels are poised to become the default communication mechanism between brands and customers. Marketers will control prioritization, frequency and branding while automation will analyze and react to individual customer behavior and product catalog data to create and launch multichannel communications plans on the fly. This session will cover how FreshPair used a single, end-to-end system to capture and analyze data and trigger automated outbound email and display ads based on product catalog changes and customer behaviors. This contrasts with marketers’ typical workflow, which requires multiple components of the marketing stack to get a single view of customers. The session will show how calculating priority and frequency rules are critical in avoiding communication overload that can overwhelm shoppers, while still driving a dynamic customer experience that boosts revenue from email and display.

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    Thu, June 09, 2016 10:30 am to 11:00 am

    Millennials on Your Mind? Snapchat Should Be, Too

    Jana Francis, President, Founder - Steals.com
    Juliette Dallas-Feeney, Senior Social Media Manager - Birchbox
    Type: Main Conference Day 2
    Track: Social Commerce & Marketing

    Once dismissed as a sexting tool, video messaging app Snapchat has matured into a legitimate social engagement tool for companies targeting Millennials. Snapchat messages are viewable for mere seconds before disappearing and can’t be shared, lending urgency and exclusivity not found on other platforms. This session will reveal how this growing platform helps e-retailers, brands and nonprofits test something without the need to be polished – perfection is not the goal -- and how to draw consumers to advocate for you and your cause.

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    Thu, June 09, 2016 10:30 am to 11:00 am

    Preparing for New E-Commerce Platforms and Trends

    Fahim Naim, Founder - eShopportunity
    Type: Main Conference Day 2
    Track: Managing Technology

    New marketing options are coming to online retailers every day, thanks to new marketplace platforms, new functionality on existing platforms and other e-commerce trends representing new ways to connect with online shoppers. In this session, our speaker will round up some of the latest, giving e-retailers a heads-up on new and emerging marketing opportunities that their own e-commerce technology platforms should be prepared to support. 

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    Thu, June 09, 2016 10:30 am to 11:00 am

    Secrets of Successful Videos from a Viral Video Master

    Steven Leeds, Senior Vice President of Marketing - Systemax
    Type: Main Conference Day 2
    Track: Video in E-Commerce

    Every online marketer’s dream is to produce the video that goes viral. But here’s a sobering stat from YouTube: 300 hours of video are uploaded to YouTube every minute. How do you stand out in such a crowd? And what actually constitutes going viral? Are 1 million views enough to qualify? 10 million?  Before our speaker joined Systemax/Tiger Direct, he wrote viral videos for FunnyorDie and other clients. His videos have been viewed over 100 million times. TigerDirect’s last two videos have received 25 million and 6 million views. Even if they don’t go viral, videos are increasingly important to selling online. Our speaker will discuss the video production process from start to finish. And he will address: how to determine your target demographic and identify the social platform to reach them (YouTube for the masses, Facebook for generation Y, Snapchat for Millennials); methods of video distribution; whether to create your own video or hire a YouTube celebrity to create one for you; how to measure success and tie ROI back to a campaign; and insight into what goes into viral videos.

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    Thu, June 09, 2016 10:30 am to 11:00 am

    Two Years Later: How Did that Redesign Work Out for You?

    Alexander Sienkiewicz, Chief Marketing Officer - Spiraledge (SwimOutlet.com)
    Type: Main Conference Day 2
    Track: Design & Merchandising

    In spring of 2014, online-only merchant Swimoutlet.com launched a redesigned web site. The goal was to provide better organization, more personalized shopping, easier navigation and a streamlined shopping cart and checkout. Swimoutlet.com’s chief marketing officer will explain the results the new site has achieved in two years, which decisions proved successful and which were disappointing, how the design has evolved since launch and what the company would have done differently two years ago if management had known then what they know now. Our speaker will also address how what the company has learned since the last redesign will influence the next redesign.

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    Thu, June 09, 2016 11:00 am to 11:30 am

    Content Strategy for Shopper Engagement, Entertainment and Education

    Alex Schmelkin, Founder, Chief Executive Officer - Alexander Interactive
    Joshua Nafman, Senior Director, Brand Marketing and Digital - KIND Snacks
    Type: Main Conference Day 2
    Track: Marketing: New Frontiers

    Retailers are excited about the potential of content marketing.  They are ready to jump on the bandwagon of distributing content and luring in customer with blogs, videos and social media posts, but oftentimes there are holes in their content strategy. Content strategy plans for the creation, delivery and governance of content.  It is critical to get the fundamentals right and establish how content will work across your site.  In this session, you will hear stories about the content challenges that retailers face, learn how they create content strategies that work for their businesses and how they measure ROI.

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    Thu, June 09, 2016 11:00 am to 11:30 am

    Good Isn't Good Enough: How to Meet the Highest Standards for a Website's Simplicity and Usability

    Michael Mace, Vice President, Mobile - UserTesting
    Jonathan Serebrin, Senior Analyst, Usability - Home Depot
    Type: Main Conference Day 2
    Track: Design & Merchandising

    The customer journey, so elegant and straightforward on a whiteboard, is actually a random walk through a minefield of distractions and competing priorities. Creating a great experience requires a much higher standard for usability and simplicity than most retailers realize. Our speakers will  show videos of tests with real users in their natural environment, and discuss practical steps companies can take to avoid such problems as a store finder that sends customers to locations where the service ordered is not available and perceptual blindness, in which mobile users are so distracted they fail to read information plainly displayed in apps and on websites, causing transactions to fail.

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    Thu, June 09, 2016 11:00 am to 11:30 am

    One Retailer's Journey to the All-Important Product Information Database

    Eric Grunewald, Vice President & Chief Marketing Officer - DiscountRamps.com
    Type: Main Conference Day 2
    Track: Managing Technology

    Product information databases are deep behind the scenes but they play a crucial role in the success of a web site. Not only do they provide the information on which customers base purchasing decisions, they also are key to achieving great SEO rankings. Our speaker will detail how his company developed a product information database—the technology choices they faced, the challenges of getting all the info into the database and keeping it up to date, the personnel required to create and run the database, and more.

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    Thu, June 09, 2016 11:00 am to 11:30 am

    Social Selling When Your Budget is Zero

    Brantley Crowder, Director, E-Commerce - Savannah Bee Company
    Richard Sexton, Principal - OmniMarketing2020
    Type: Main Conference Day 2
    Track: Social Commerce & Marketing

    Shoppers look to social channels to find products, to gain insights into the best quality and value, all while meeting new people and sharing their knowledge. Engagement on social networks continues to grow and so too, do the vast array of on-site social plug-ins on retailers’ sites. This rapid-fire session will cover entry-level, no-cost apps for all flavors of engagement from refer-a-friend, trending walls, contests and gamification, ratings and reviews, social logins, social sharing and social analytics that e-retailers of every size can test and refine to keep shoppers coming back and posting about your brand on multiple social networks. Our speakers will prioritize key metrics from revenue per share to social conversion rate and social ROI that go well beyond the number of Likes and followers.

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    Thu, June 09, 2016 11:00 am to 11:30 am

    Three Metrics to Help Retailers Measure Video Program ROI

    Fred Waugh, Vice President, Marketing - Invodo
    Ashley Szeremet, Head of Digital Branding & Loyalty - The Step2 Company
    Type: Main Conference Day 2
    Track: Video in E-Commerce

    Retailers are no longer asking if they should invest in video. They are asking how much, what type, and where. With visibility into the right metrics, marketers can ensure they’re getting the most ROI out of their video spend. In this session, our speakers—a retailer and a video management expert—will explain three metrics that help link video performance to cart-adds and incremental sales.

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    Thu, June 09, 2016 11:30 am to 1:15 pm

    Lunch Break in Exhibit Hall

    Type: Main Conference Day 2
    Track: Design & Merchandising, Managing Technology, Social Commerce & Marketing

       

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    Thu, June 09, 2016 11:30 am to 1:15 pm

    Lunch Break in Exhibit Hall

    Type: Main Conference Day 2
    Track: Marketing: New Frontiers, Video in E-Commerce

       

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    Thu, June 09, 2016 1:15 pm to 1:45 pm

    10 Tips for Using Video (and Visual Content) to Increase Conversion Now

    Meghan Litchfield, Vice President, Global E-Commerce, Analytics - GoPro
    Jeff Faye, Digital Strategist - Sears Holdings Corp.
    Type: Main Conference Day 2
    Track: Video in E-Commerce

    Online shoppers’ needs are changing and growing faster than ever. Shoppers expect a visual experience online – something as close to being in-store as possible. Our speakers in this session will lay out 10 ways to harness the power of video and visual content to wow and convert shoppers.

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    Thu, June 09, 2016 1:15 pm to 1:45 pm

    Out of Many, One: Getting Past Legacy Systems to a Streamlined Technology for Today

    Rick Gemereth, Chief Information Officer - Lionel
    Type: Main Conference Day 2
    Track: Managing Technology

    Any company that was in business before the Internet era faces challenges with how to update and coordinate legacy technology systems. Many want to keep getting the most out of the already-paid-for technology. But sooner or later—and usually sooner—there will be a reckoning. Smart companies overhaul systems before that reckoning. Lionel, the iconic model railroad manufacturer, struggled with managing a mix of legacy systems which introduced many inefficiencies into business processes and kept the company from moving to a 21st Century way of doing business. Lionel's CIO will share details behind how the company streamlined and modernized its global business by replacing multiple legacy systems with a single solution. Attendees will learn about the challenges and obstacles the company faced; the investments in people, processes and technology the transformation to Internet-based technology required; and the risks that companies making such a change might face in the process.

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    Thu, June 09, 2016 1:15 pm to 1:45 pm

    Paid Content and Context: The Do's and Don't's of Native Advertising

    Michael Mothner, Founder, CEO - Wpromote
    Ted Fay, Senior Director, E-Commerce, Direct Response Marketing - ACCO Brands Corp.
    Type: Main Conference Day 2
    Track: Marketing: New Frontiers

    In a world of ad-blocking software and increasing blindness to traditional display advertising, native advertising—ads that have the look, feel and genuine value of non-paid content—is gaining traction as an innovative way to build your brand, prospect for new customers and create engagement that can’t be produced in traditional advertising. But creating great native advertising is a new frontier requiring an understanding of content-driven commerce that few marketers have experience in. In this session, Wpromote will open the doors on the good, bad and ugly in native advertising to provide a roadmap to success in this new area.

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    Thu, June 09, 2016 1:15 pm to 1:45 pm

    Reviews Happen: A Strategy for When and How to Respond

    Mike Ward, President - Thrift Books
    Jordan Garner, Director of Customer Success - TrustPilot
    Type: Main Conference Day 2
    Track: Design & Merchandising

    Whether you know it or not, customers are posting reviews online of your products and  services, often not on your own site. This creates two major challenges for retailers. The first is encouraging customers to post reviews in a way that a retailer can respond to them. The second is knowing how to craft an appropriate response to those reviews. This session will explore how unanswered reviews or delayed responses can impact your brand perception and harm your business. It will also include key elements of asking for reviews including timing, tone and approach. It will outline when, why and how to respond to reviews, using real-life examples, and lay out ways to deal with negative reviews and how to turn them into positives.

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    Thu, June 09, 2016 1:15 pm to 1:45 pm

    Sneak Peek: What's Next at Facebook

    Jeremy Lewis, Head of U.S. E-Commerce - Facebook
    Type: Main Conference Day 2
    Track: Social Commerce & Marketing

    Each spring, Facebook gathers thousands of developers from around the world. It’s a braintrust of innovation featuring new ideas, demos and lively debate about how emerging technology such as virtual reality might work into the shopper experience, or what changes in the Facebook and Instagram platforms are coming in the months ahead. It’s a springboard for “What’s Next” at Facebook. By June, when IRCE gets under way, several of these “big ideas” will morph into new tools and functionality that retailers can implement to keep their social media presence engaging, fun, ROI-friendly and, most importantly, ahead of competition. Our Facebook speaker will provide an early look at new ways to leverage the social network.

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    Thu, June 09, 2016 1:45 pm to 2:15 pm

    10 Things Retailers Need to Know About the Rise of Ad-Blocking

    Christine Cline, Vice President, Marketing - Retale
    Type: Main Conference Day 2
    Track: Marketing: New Frontiers

    In the second quarter of 2015, 45 million Americans were blocking ads on their smartphones, 48% more than were doing so in Q2 2014. While online publishers raised the first objections to the now widely-available ad-blocking apps, ad-blocking is poised to become an issue for retailers as well, as it can interfere with the shopping experience on mobile devices—increasingly, shoppers’ preferred channel--in the form of missing content, broken links and malfunctioning shopping carts. This session will focus on how--and how much--ad blocking will affect online shopping via mobile going forward, and what online retailers can do about it, from adjusting marketing channels to tactical solutions to creating ads consumers won’t want to block. 

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    Thu, June 09, 2016 1:45 pm to 2:15 pm

    Demystifying the Magic of Going Viral

    Kelli Agnich, Manager, Social Media - Zazzle
    Type: Main Conference Day 2
    Track: Social Commerce & Marketing

    There is no formula for going viral. But there are proven steps that increase the chances a post will catch fire in social channels. This session will cover the often-overlooked budget and planning aspects behind the most successful viral campaigns so e-retailers can better understand the dynamics and what resources to devote to social media to make a big splash. Our speaker will dissect a number of viral examples (think: that striped blue dress) to reveal common elements all share. By deconstructing ads, videos, memes and posts that went viral, our speaker will reveal how originality, humor, surprise and irreverence work into the mix — along with planning and partnerships — as viral is not as serendipitous as some may think.

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    Thu, June 09, 2016 1:45 pm to 2:15 pm

    Getting Your Customers to Do Your Merchandising—How to Acquire User-Generated Content and What to Do With It

    Jai Rawat, CEO - ShopSocially
    Ryan Guldberg, Director, E-Commerce Marketing - I See Me!
    Type: Main Conference Day 2
    Track: Design & Merchandising

    The Internet has changed the retailer-customer relationship in many ways—one of the most profound being that merchants can now turn to customers to provide marketing content and endorsement of the retailer’s products and brands. Such user-generated content is valuable to e-retailers. But many merchants struggle with how to encourage customers to provide content in a significant enough quantity—and then what to do with it once they get it. This session is aimed at helping retailers discover strategies to greatly increase user-generated content on their e-commerce sites and will showcase how retailers can generate fun, engaging and positive user-generated content at scale. Our speakers will provide examples of how to leverage customers’ passion for creating unique content by engaging them at the most critical moments in the purchase cycle, like right after making a purchase or on receiving a product. They will also discuss how to get the most out of the content once you’ve acquired it. They will provide real-life examples of acquiring user generated content at scale and making the most of it.

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    Thu, June 09, 2016 1:45 pm to 2:15 pm

    Overcoming the Analytics Staffing Challenge: How to Find Digital Analysts, Motivate Them, Then Measure What They're Doing

    Adam Greco, Board Member - Digital Analytics Association
    Michael Ross, Senior Manager, Web Analytics - Dick's Sporting Goods
    Type: Main Conference Day 2
    Track: Managing Technology

    By now, most online retailers know the value of analytics. Without data about everything a company does, management can hardly act. The biggest challenge is finding the right staffers to interpret the data and recommend actions. Trade group the Digital Analytics Association recently released the first Digital Analyst Competency Framework. The Framework is an inventory of analysts' job tasks at beginning, intermediate and advanced levels and in Analytical and Technical tracks, along with detailed descriptions of the knowledge and skills needed to carry out those tasks. The association is positioning the framework as a guide to those wanting to enter the analytics field, to become certified, or to deepen their understanding of the profession. The association aims the guides to employers, who can use them to identify, evaluate, and develop appropriate competencies in digital analysts, and to individuals, for whom the Framework defines key skills they should master in order to advance. Our first speaker, Adam Greco, a board member of the Digital Analytics Association, will explain the Framework, how it was developed and its goals. Both Adam Greco and our second speaker, Mike Ross from Dick's Sporting Goods, will provide real-world examples of how you can find and retain analytics talent in today's competitive environment.  

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    Thu, June 09, 2016 1:45 pm to 2:15 pm

    Video at Scale: How One RetailerExpanded Its Online Video Program

    Allon Caidar, Co-Founder & CEO - TVPage.com
    Ryan Kartzke, Director, E-Commerce - AutoAnything
    Type: Main Conference Day 2
    Track: Video in E-Commerce

    Video has become a necessary component of successful e-commerce sites. Necessary enough, in fact, that companies of all sizes face the challenge of creating enough videos to satisfy shoppers. The challenges of scaling video apply equally to e-retailers with hundreds of SKUs as well as to e-retailers with hundreds of thousands of SKUs. In this session, our speaker will discuss how his company creates videos to support a web site with 1 million+ SKUs, how it measures ROI on video and the success it has experienced with ramping up its program.

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    Thu, June 09, 2016 2:15 pm to 3:15 pm

    Break

    Type: Main Conference Day 2
    Track: Design & Merchandising, Managing Technology, Social Commerce & Marketing

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.   

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    Thu, June 09, 2016 2:15 pm to 3:15 pm

    Break

    Type: Main Conference Day 2
    Track: Marketing: New Frontiers, Video in E-Commerce

    Visit the exhibit hall, filled with the latest e-commerce technologies and top solution providers, with nearly 600 vendors across 250,000 square feet of space.   

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    Thu, June 09, 2016 3:15 pm to 3:45 pm

    How Your CRM Data Can Supercharge Paid Search and Social Targeting

    Jeff Campbell, Co-Founder, Managing Director - Resolution Media
    David Kornfield, Head of Digital Acquisition - Brooks Running
    Type: Main Conference Day 2
    Track: Marketing: New Frontiers

    Retailers can use their own customer data to target ad serving and to measure the offline lift and lifetime customer value of their paid search and social marketing – if they know how. This session will detail that, covering targeting and customizing ads based on behavior segmentation and how to use CRM data to measure sales across channels and devices.  Integrating marketing software across all customer touchpoints unlocks CRM data that can increase the lifetime value of customers, and support budgeting, forecasting, and guide where to spend your digital marketing dollars. Retailer Brooks Running will share how it uses this approach to refocus campaigns, attract new customers that resemble its best customers and build long-lasting and profitable relationships. 

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    Thu, June 09, 2016 3:15 pm to 3:45 pm

    Oops. We Didn't Mean That: How to Avoid – or Recover from – that Unfortunate Post

    Stephen Riddell, Chief Sales Officer, Telesales - Sprint
    Type: Main Conference Day 2
    Track: Social Commerce & Marketing

    People are human and sometimes clueless or just plain careless. When faux pas erupt in social channels, there is no "undo" button, only damage control. This session will cover measures to put in place to protect your brand, such as social media policies that at this late stage many retailers have still not developed. Using current examples of regrettable social posts, our speaker will dissect the responses and illustrate how they defused the situation, or made it worse. In this eye-opening session, you'll identify your own vulnerabilities — especially if outsourcing content creation — and come away with new practices that will help you sleep at night. And, should your brand get caught up in a firestorm, you'll have a roadmap to minimize damage.

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    Thu, June 09, 2016 3:15 pm to 3:45 pm

    Relief from Data Exhaustion: How Retailers Can Get the Most of Their Analytics

    Brian Kelly, CEO - KissMetrics
    Sarah Skinner, Director, Digital Marketing - Kate Somerville
    Type: Main Conference Day 2
    Track: Managing Technology

    Just because it’s there doesn’t mean you have to do something with it. What started as a great thing – knowing what works and what doesn’t for each business – can quickly become a deluge of information that doesn’t always lead to clear interpretation. Our speakers in this session will explain practical tips and concrete examples that illustrate how e-retailers can overcome data exhaustion and start utilizing analytics to drive better results. Specific tips will include: 1) Resist the temptation to check data too frequently 2) Let the data paint a clear picture 3) Set up the systems required for each context 4) Keep learning the landscape and 5) Don’t let the data drive every decision.

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    Thu, June 09, 2016 3:15 pm to 3:45 pm

    The Small Things That Add Up: How to Find What Design Factors Influence Conversion Rates

    Tammy Everts, Senior Researcher - SOASTA
    Joseph Paulling, Performance Engineer, Quality Manager - Fanatics
    Type: Main Conference Day 2
    Track: Design & Merchandising

    How do you know what consumers expect from your site? Every shopper is different and every shopping visit is different. Industry stats tell only part of the story. You need to crack the hood and analyze your own real user data. In this session, our speakers will analyze user data and explain how understanding it creates better results. The speakers will address conversion and bounce rates across browser, geography, operating system, carrier speed, and device type; the most common user paths through the site, and which user paths generate the most and least conversions; how factors such as page load time affect conversion and bounce rates and whether this impact is felt more on some pages than others; and how multi-screen shopping fits into all of this. Our speakers will outline how and why to gather real user data, extract action-oriented insights, create a better shopper experience and improve business metrics.

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    Thu, June 09, 2016 3:15 pm to 3:45 pm

    Video on an iPhone – Or: It Doesn't Take Huge Resources to Create Great Videos

    Ray Buckley, Cinematographer -
    Jay Alvarez, Writer/Director -
    Type: Main Conference Day 2
    Track: Video in E-Commerce

    Many marketers don’t plunge more quickly into video because they fear the cost of filming and production equipment. But those fears are unwarranted, as several film directors have proven recently. Our speakers in this session, a cinematographer and a writer/director on an iPhone-filmed feature-length movie, will explain the capabilities of an iPhone and compare the abilities and limitations of an iPhone to more traditional equipment.

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    Thu, June 09, 2016 3:45 pm to 4:15 pm

    35 Conversion Rate Optimization Tests – And 35 Surprises

    Larry Wasserman, Vice President, E-Commerce and Digital Marketing - Really Good Stuff
    Type: Main Conference Day 2
    Track: Design & Merchandising

    E-commerce marketing channels are exploding. For instance, some e-commerce sites get 60% of their traffic from mobile devices and Pinterest has launched Buy buttons. Shoppers can buy from Amazon Marketplace as well as directly from Google search results. In this complex environment, optimizing a site for conversion rates becomes a huge challenge. Our speaker will reveal the big surprises he discovered after running more than 35 conversion rate optimization tests. He will explain why features such as shipping costs and tax estimators have opposite results during high-season and low-season. He will also outline how to stay agile and continuously roll out new capabilities all while launching a new brand, re-working the checkout process, and redesigning sites to be mobile friendly.

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    Thu, June 09, 2016 3:45 pm to 4:15 pm

    Converting Social Channels to Service Channels

    Jessica Latimer, Senior Manager, Social Media, Customer Engagement - Alex and Ani
    Brad Wolansky, President, Consumer Direct; President, Fundraising, CMO - Yankee Candle
    Type: Main Conference Day 2
    Track: Social Commerce & Marketing

    Your customers are an excellent resource for feedback. They spot problems — big and small — and are not shy about calling you out on them. In this session, e-retailers who are good social listeners and tuned into the conversation share how they identified the need for customer care via social channels and how they resolved them. Learn how to leverage transparency and authenticity in social channels to show customers you are receptive and responsive to their input.

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    Thu, June 09, 2016 3:45 pm to 4:15 pm

    Taking the Re-Platforming Plunge: How One Retailer Made Sense of the Technology Options

    Cherri Newbury, President and Co-Founder - DiscountCoffee.com
    Type: Main Conference Day 2
    Track: Managing Technology

    E-commerce technology is crucial to success in today’s world. But making sense of the options and choosing the right vendor are daunting tasks that have paralyzed some e-commerce execs. But not Cherri Newbury, president and co-founder of DiscountCoffee.com. Her company has been through replatforming four times and knows very well that choosing the right vendor can take longer than implementing the technology. She will discuss how to manage finding a vendor, then implementing the technology. Among her topics will be: how to make sure the vendor you choose can actually do the work you want, how to understand the language of technology so you get what you think you’re getting, how to create clear communications, how to make sure the vendor’s staff can work with your staff, and more.

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    Thu, June 09, 2016 3:45 pm to 4:15 pm

    The Hidden Gold in Post-Purchase Marketing

    Jay Dunn, Chief Marketing Officer - Chief Outsiders
    Type: Main Conference Day 2
    Track: Marketing: New Frontiers

    Increasing the budget isn’t the only way online retailers can drive better results—simply redirecting some of the existing  budget from pre-purchase to post- purchase marketing can boost ROI on the same marketing spend. Though many e-retailers use stand-alone activities such as loyalty and email re-targeting, few have  a comprehensive post-purchase marketing strategy to take full advantage of that opportunity.  This session will offer new research on the value to be gained  in  post-purchase marketing and why it’s underused by most e-retailers. It will provide real-life insights on how planning and deploying an integrated post-purchase program helped increase sales at one retailer by 76% in two years by driving higher margin sales, repeat purchases and customer retention, while lowering marketing costs overall.

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    Thu, June 09, 2016 3:45 pm to 4:15 pm

    Using Email to Bring Videos to Your Customers

    Nicholas Einstein, VP, Research, Principal Analyst - The Relevancy Group
    Lauren Gentile, Vice President, Creative Director - Epsilon
    Type: Main Conference Day 2
    Track: Video in E-Commerce

    Video doesn't have to be only on web sites. E-retailers can deliver videos to shoppers via email. But while video in email has always made sense in theory, technical challenges made it impractical for general applications until now. This session will report the results of a study of the effectiveness of video in email and help retailers and marketers understand the best ways to use video in email. It will include real-life examples of effective video email marketing and tips on overcoming technical challenges.

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    Thu, June 09, 2016 4:15 pm to 4:45 pm

    Keeping a Lid on Tech Costs: Growing Sales Without Growing Tech Investments

    Jonathan Wu, Founder/CEO - Touch of Modern
    Type: Main Conference Day 2
    Track: Managing Technology

    If there is one thing being an online retailer should enable, it’s the use of technology to streamline operations. Yet many e-retailers view operations through a traditional lens that requires adding people and infrastructure as a business grows. Touch of Modern, a members-only e-retailer and app focused on selling lifestyle products, fashion, and accessories to men, has grown from $6 million in sales to $90 million without a corresponding increase in operational staff or technology. Co-founder and COO Jonathan Wu will explain how Touch of Modern uses automation and in-house customization to achieve this success.

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    Thu, June 09, 2016 4:15 pm to 4:45 pm

    Storytelling Selling to Lift Conversions

    Anna Cole, Senior Manager, Operations, Merchandising - Carhartt
    Type: Main Conference Day 2
    Track: Social Commerce & Marketing

    Bring together vivid product imagery against the backdrop of gritty, on-the-job settings, compelling product descriptions and the faces of actual customers and you have the makings for an authentic brand story. Create ways for customers to share content and become part of the narrative, and you have a Storytelling Selling opportunity. After refreshing its website with an emphasis on storytelling and education, workwear apparel retailer Carhartt experienced solid conversion improvements online. Our speaker from Carhartt will detail how it designed social sections and content pages on the website to engage its already-loyal base and how you can do the same if you let your customers' lifestyle be your guide.

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    Thu, June 09, 2016 4:15 pm to 4:45 pm

    Some Videos That Are Great—All for Different Reasons

    Cyndi Knapic, Head, Animoto for Business - Animoto
    Fred Waugh, Vice President, Marketing - Invodo
    Type: Main Conference Day 2
    Track: Video in E-Commerce

    There is no formula for making a great video that sells products. Some use humor, others focus on benefits/features, still others evoke an emotion or a lifestyle, and yet others take a singular approach envisioned by a director or product marketer. Our speakers in this wrap-up session will examine videos that are effective for different reasons and tell why they think they work as merchandising tools. They will also review some of the finalists for the Internet Retailer Excellence in E-Retailing Award in Video, explain why they were chosen as finalists and highlight their strong points.

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    Thu, June 09, 2016 4:15 pm to 4:45 pm

    What Do Mobile Users Want? A Recipe for Success

    Lauren Freedman, President - The E-Tailing Group
    Type: Main Conference Day 2
    Track: Design & Merchandising

    By now, the e-retail industry has accepted a broadly agreed upon set of standard practices for website success. But such standards are still evolving for mobile. Consultant Lauren Freedman and her team have identified 6 tasks that shoppers are most likely to perform on mobile devices and 175 features/functionalities that support those demands. She will provide an assessment of key pages and provide commentary on how the right delivery of page elements on mobile sites can lead to higher customer satisfaction—and how the lack can lead to failure. She will present her analysis of the mobile sites of three online sellers—a large merchant, a brand and a small merchant—and will explain which requirements are standard fare and which can be unique from one to the next. A prioritization list of opportunities will wrap up each analysis.

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    Thu, June 09, 2016 4:15 pm to 4:45 pm

    What's Your Company's Marketing DNA?

    Daniel Alejandro Romano, Founder, Co-CEO - MentAd
    Gaston Frydlewski, Founder, CEO - Hickies
    Type: Main Conference Day 2
    Track: Marketing: New Frontiers

    In the same way that the look that works well for someone else may not be right for you, one company’s successful customer acquisition strategy doesn’t necessarily work for anyone else.  Building and implementing a winning marketing plan takes more than creative vision and robust technology. It has a lot more to do with your company’s unique DNA--average order value, customer lifetime value, average ratio between new and returning customers--than you think.  What if these metrics guided your customer acquisition strategy, instead of being its results? This session will cover how to identify the elements of your own company’s essential DNA and how to put that information to work in improving your marketing plans. Our speakers will showcase how this approach worked at several e-retailers.

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    Fri, June 10, 2016 7:30 am to 12:00 pm

    Registration

    Type: Post-Conference Workshops
    Track: Google & You, Mobile, Social

       

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    Fri, June 10, 2016 8:30 am to 9:15 am

    Going Beyond the Boost — Getting Started with a Social Media Promotion Strategy

    Val DuVernet, Senior Program Manager, Content, Social Media Strategy - Advance Auto Parts
    Type: Post-Conference Workshops
    Track: Social

    Good news: You’ve been given the green light to develop a promotion strategy for social media. And better yet: A budget! Where to start? In this session, our speaker from Advance Auto Parts will provide an expansive palette of advertising options, how pay-per-click has recently changed on Facebook, how Custom Audiences and Tailored Audiences (and even lookalike audiences) permit you to retarget along with a wide array of tools available for the major social platforms.

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    Fri, June 10, 2016 8:30 am to 9:00 am

    The State of Mobile Commerce 2016: Trends and Lessons from the Internet Retailer Mobile 500

    Katie Evans, Editor, Mobile - Internet Retailer
    Type: Post-Conference Workshops
    Track: Mobile

    With 30% of e-commerce now taking place on mobile devices, mobile's moving to the forefront of e-retail with best practices clearly defined. But with mobile a hotbed of innovation, the best practices of today give way to new tactics and technology at a rapid pace. Internet Retailer's editor, Mobile, who also is editor of Internet Retailer’s sister publication, Mobile Strategies 360, will chair the workshop and set the groundwork for what distinguishes winning mobile merchants now and what's shaping up for tomorrow, with an industry overview of the mobile retail landscape and its latest innovations.            .     

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    Fri, June 10, 2016 8:30 am to 9:00 am

    The State of E-Commerce Search

    Zak Stambor, Editor, Online Marketing - Internet Retailer
    Type: Post-Conference Workshops
    Track: Google & You

    The formula for what makes paid and natural search marketing successful keeps changing as the industry evolves--and so do the retailers who are at the head of the pack. In this welcome and introduction to the Google & You Workshop, Internet Retailer's editor of online marketing shares an overview fresh out of Internet Retailer's Digital Marketing Report series on the state of search--which retailers are driving the most traffic from paid and natural search, which ones are the most effective, and the trends and tactics that are leading the way.  

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    Fri, June 10, 2016 9:00 am to 9:30 am

    How E-Retailers Are Driving Sales from Google Searches

    Steve Trollinger, Director of Marketing - U.S. Toy Co.
    Shaun Ryan, Chief Innovation Officer, Co-Founder - SLI Systems
    Type: Post-Conference Workshops
    Track: Google & You

    E-retailers may have little control over how Google ranks a site for a specific search term, but there are  technologies and tools to encourage visitors arriving on their site from search or paid ads to stay and buy from it. Our speakers will show how leading retailers drive sales from Google with advanced learning search technology and user-generated SEO. This session will cover tips such as learning from visitor behavior to dynamically create optimized landing pages for Google’s index, how e-retailers can boost conversion by a factor of ten by directly connecting shoppers with the products they are most likely to buy, and how to use the search terms that drive visitors from Google to your site to improve your site search. 

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    Fri, June 10, 2016 9:00 am to 9:45 am

    How To Bring In Big Conversions on Small Screens

    Umair Ahmed, Head of Product Management, E-Commerce Services - Staples
    Type: Post-Conference Workshops
    Track: Mobile

    The constraints on marketing and selling on mobile--a tiny screen and heavy data demands on mobile site and app performance--are well-known to designers and developers.  But it’s also a fact that good design is all about problem-solving. This session will explore mobile design principles, consumer behavior on mobile, and also include the latest in mobile payments. We’ll hear about success stories and even some failures to get your own creative thinking flowing on how to make a great mobile experience, end to end, for customers and visitors.

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    Fri, June 10, 2016 9:15 am to 9:45 am

    Soup to Nuts on Social — Engaging on Multiple Platforms

    Justin Emig, Director, Search Marketing - Web Talent Marketing
    Type: Post-Conference Workshops
    Track: Social

    Some e-retailers devote all social energy to a select few social channels. Others engage a broad array of social platforms — established and nascent — in an integrated fashion. This session will showcase one e-retailer’s social strategy across multiple channels. Among the crucial questions our speaker will address: Which content can be repurposed in different channels and which content must be tailored to a specific channel? How do you adjust content for each channel while preserving the brand voice? How does frequency of posting vary across platforms? Which social networks are well-suited to content that is outsourced versus that which you must develop internally and control? How much social budget do you allocate for various channels?

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    Fri, June 10, 2016 9:30 am to 10:00 am

    Google Shopping Campaigns—How Segmentation Boosts Return on Ad Spend

    Linda Bateman, General Manager, Lead Strategist - Vertical Rail
    Cody Krauskopf, Integration Architect - BuyAutoTruckAccessories.com
    Type: Post-Conference Workshops
    Track: Google & You

    Google is always finding ways for retailers to be more precise in search campaigns, with the idea that the more consumers find exactly what they’re looking for in a Google search, the more likely they will be to use Google. One of the most valuable but underutilized efforts--but one that is way behind the scenes as far as shoppers are concerned--is Google Custom Labels. Retailers use Custom Labels to define attributes of their products, such as “seasonal,” “low margin” and  “best- selling.” They are basically labels that help retailers sell products based on the metrics that are important to the retailer. This session will cover how, combined with the keywords that retailers apply to products, Custom Labels give retailers more control over bidding, ad targeting and ad budgets.

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    Fri, June 10, 2016 9:45 am to 10:15 am

    Mobilegeddon: What We've Learned After a Year

    Tyler White, Senior Analyst - Adobe Digital Index
    Danny Gavin, Vice President, Director of Marketing - BrianGavinDiamonds.com
    Type: Post-Conference Workshops
    Track: Mobile

    When Google in April 2015 altered its ranking algorithm to factor “mobile friendliness” into search results, the change wrought such havoc on retailers’ search results that the update quickly earned the nickname “mobilegeddon.” Ranking high in search results on mobile phones now required a mobile-optimized site for smartphones, and Google penalized sites using software that often crashes, or that required shoppers to pinch and zoom in to navigate a page, and more. By July, sites that weren’t mobile-friendly were seeing up to a 10% dip in organic traffic.  E-commerce sites had to prioritize adjusting to the new algorithm, and fast. This session will examine what one retailer did to recover quickly and what all retailers must do to rank high in search results under the mobile-friendly rules. 

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    Fri, June 10, 2016 9:45 am to 10:15 am

    What You Need to Know about Pinterest, Instagram and Google Buy Buttons

    Pau Sabria, Chief Executive Officer, Co-Founder - Olapic
    Ashley Walkley, Director, Brand, Strategic Initiatives - Dogeared
    Type: Post-Conference Workshops
    Track: Social

    Big news at 2015 IRCE was the arrival of the Buy button on Pinterest and Instagram, followed shortly by Google — all with the intent to facilitate more purchases via mobile. This session dives into the latest crop of Buy buttons and examines how to put these features to work for your brand. Because the “buy” is direct and shoppers won’t be visiting other pages to view pertinent product details, it’s crucial that product information be easy to view. Consumers’ appetite for rich imagery continues to rise, creating new ways to exploit visual social platforms and this session will cover the most effective ways to leverage this channel. Jewelry e-retailer Dogeared will show how it’s exploiting Buy buttons and their impact on sales while Olapic, a platform that captures and curates social images, will detail experiences from other retailers making the most of the Buy button.

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    Fri, June 10, 2016 10:00 am to 10:15 am

    Break

    Type: Post-Conference Workshops
    Track: Google & You

       

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    Fri, June 10, 2016 10:15 am to 10:30 am

    Break

    Type: Post-Conference Workshops
    Track: Mobile, Social

       

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    Fri, June 10, 2016 10:15 am to 11:00 am

    Google Product Listing Ads - Making Them Work for You

    Rick Backus, CEO, Co-Founder - CPC Strategy
    Darren Baldwin, Director, E-Commerce Strategy - Dungarees.net
    Type: Post-Conference Workshops
    Track: Google & You

    When a consumer searches for a product name, Google populates the paid ads above the search results with Product Listing Ads—ads that include a picture of the product as well as the price and the retailers selling it. PLAs are popular among online retailers because they engage a shopper with not only an image of the product, but the price as well. Our speakers will explain what it takes to get set up with PLAs, how to set up a Product Listing feed, and tips and tricks to make your PLAs more effective. Our speakers will also cover what’s new with PLAs and what Google is testing.  

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    Fri, June 10, 2016 10:30 am to 11:00 am

    5 Ways to Drive Social Media Engagement You Can Deploy Tomorrow

    Andrea Weiss, Founding Partner - The O Alliance
    Type: Post-Conference Workshops
    Track: Social

    The methods that capture and hold shoppers’ attention, build trust, traffic and conversion on social media are built on a foundation of authenticity. But what does authenticity look like? This session will outline steps to find your authentic voice, how to stay out of your own way and how to meet shoppers where they are to build a community of trust. These tactics are simple, straightforward and proven — and you can put them in place tomorrow. This session is well-suited to small businesses that have yet to develop a social media strategy, the do-it-yourselfers as well as those partnering with others to manage their social presence.

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    Fri, June 10, 2016 10:30 am to 11:15 am

    Start Me Up: Going Responsive, Getting it Right

    Nathan Decker, Director, E-Commerce - evo
    Type: Post-Conference Workshops
    Track: Mobile

    With mobile already delivering as much as 50% of traffic at some e-retailers by 2015, evo was lagging other sites when it developed a responsive site last year. Turns out, this was the best thing that could have happened. After learning from peers elsewhere about new sites based on responsive design rushed into the field at heavy expense with disastrous results like SEO that tanked, evo took a different approach. Painstakingly detailing every template on its existing site, it carved out and preserved the best of what it had and built new where needed onto that foundation, testing at every step. This session will cover evo’s process, where it invested time and resources to bypass development pitfalls, and how it paid off with results including a major conversion boost.  

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    Fri, June 10, 2016 11:00 am to 11:45 am

    How to Get Shoppers to Create Great Content Money Can't Buy

    Tom Montgomery, Head of Marketing, Web Design, Co-Founder - Chubbies Shorts
    Type: Post-Conference Workshops
    Track: Social

    Entice shoppers to create and post content that smiles upon your brand consistently and you have a win. Reward them in meaningful ways and elevate them to brand evangelist — and you have a trifecta. In this session, our speaker with a pulse on what motivates their shoppers will provide a roadmap for creating a multidimensional campaign that captures shoppers’ imagination by putting their interests at the center and leads to powerful user-generated content. This goes way beyond one-off selfie contests or time-worn special deals. Our speaker will cover tactics to encourage quality user-generated content that are practical regardless of company size or retail vertical.

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    Fri, June 10, 2016 11:00 am to 11:30 am

    Paid Marketing on Google in 2016: What’s New and What Matters

    Eric Best, Chief Strategy Officer - CommerceHub
    Josh Slodki, Digital Marketing Manager - Petco
    Type: Post-Conference Workshops
    Track: Google & You

    The evolution of Google search marketing will bring a new wrinkle to your performance marketing programs. In Google’s fast-changing eco-system, what moves will drive results? This session is your one-stop-shop to understand what’s new and different on Google for 2016 and where the smart bets are being placed. We’ll dive deep into the latest developments in programmatic marketing, retargeting campaigns and AdWords Ad Extensions and learn to harness them to maximize growth. We’ll also analyze new experiments like Purchases on Google and how retailers can get the most out of them.

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    Fri, June 10, 2016 11:15 am to 12:00 pm

    Turning Data Into Action--The Keys to Mobile App Engagement

    Raj Aggarwal, CEO, Co-founder - Localytics
    Ben Jones, Chief Digital Officer - The Honest Company
    Type: Post-Conference Workshops
    Track: Mobile

    Shopping apps have driven much of mobile app advancement, with lifestyle and shopping apps growing by a whopping 174% over the past year.  This shift requires new measurement and marketing tactics to keep pace with the modern consumer, especially for retail companies that rely so heavily on e-commerce. Achieving personalized and ongoing customer engagement in your app--along with the resulting sales--is critical for e-retailers in a crowded market where 25% of those who download an app open it only once. This session will cover effective app measurement, how to get consumers to keep using your app and how you can turn the data gathered on an app into action across channels.

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    Fri, June 10, 2016 11:30 am to 12:30 pm

    Does Your SEO Stand Up to Google Search: Live Site Reviews

    Stephan Spencer, Co-Author - "The Art of SEO"
    Type: Post-Conference Workshops
    Track: Google & You

    This session, a longstanding favorite at IRCE, goes to the heart of one of the most confounding issues on Google: how to optimize your site for search results on the fast-changing search engine.  Our expert speaker will review, on the fly, sites volunteered from attendees on the floor. He’ll highlight for the learning of all where and how the sites are crushing it with SEO for Google and call out where they’re dropping the ball. Whether you step up for or stand down from this fast-paced pre-lunch stretch, you’re sure to come away with food for thought on how to approach SEO on Google as well as new tactics to try at home. 

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    Fri, June 10, 2016 11:45 am to 12:15 pm

    Boost Brand Awareness Via Instagram

    Apu Gupta, Chief Executive Officer, Co-Founder - Curalate
    Loren Mattia, Manager, Content Marketing - Z Gallerie
    Type: Post-Conference Workshops
    Track: Social

    Just as the ubiquity of email brings newfound charm to the rare handwritten card, personalized digital communications are welcomed by consumers — so long as messages are thoughtfully conceptualized and delivered. In this session, learn how Z Gallerie encouraged shoppers to reveal their style sensibilities and then, leveraging Instagram, delivered tailored content, product recommendations and digital ads corresponding to the individual’s personal style sense. The wins? Improved brand awareness among consumers and new insights for Z Gallerie on the preferences of existing and prospective customers. The retailer will also detail an earlier Instagram campaign that rewarded consumers posting the most beautiful images. Just one month into the campaign, results included a 24% spike in submissions of user-generated content and a 24% increase in new catalog sign-ups. Z Gallerie also saw a 33% growth in their Instagram base to 400,000 followers over the course of the campaign. Our speaker from Curalate will share Instagram brand-building initiatives yielding results for other retailers.

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    Fri, June 10, 2016 12:00 pm to 12:30 pm

    More Than Sales: Tap the Full Power of Your Mobile Site and Apps

    Bobby Emamian, Chief Executive Officer, Co-Founder - Prolific Interactive
    Sam Norpel, Vice President, Digital Commerce - David's Bridal
    Type: Post-Conference Workshops
    Track: Mobile

    Retailers who focus on the lone metric of mobile sales are missing out—mobile sites and apps can also deliver value in e-retailing by leveraging the highly portable, always-on, immediately responsive capabilities of smartphones and how consumers like to use them. At wedding retailer David’s Bridal Inc., an app that streamlined the booking process for appointments to try on wedding gowns drove bookings up by 300%. And a bridal gown finder app that allows shoppers to answer questions about dress preferences and then view dresses that fit those requests sets shoppers well on their way to selection. In this session, our speakers will show how designing your mobile site or app with more than just mobile sales in mind can boost marketing, merchandising, customer service and other functions vital to retail success.

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    Fri, June 10, 2016 12:15 pm to 1:15 pm

    Lunch

    Type: Post-Conference Workshops
    Track: Social

    A boxed lunch will be served adjacent to the session rooms.    

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    Fri, June 10, 2016 12:30 pm to 1:30 pm

    Lunch

    Type: Post-Conference Workshops
    Track: Google & You, Mobile

    A boxed lunch will be served adjacent to the session rooms.    

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    Fri, June 10, 2016 1:15 pm to 2:00 pm

    Social Media in the Age of Mobile -- Strategies and Best Practices to Achieve a Higher ROI

    Michael Griggs, President - Strings and Beyond
    Chris Riegger, Vice President, Growth - Votigo
    Type: Post-Conference Workshops
    Track: Social

    Are you getting lots of social engagement but don't know what to do about it? Are you still complaining about Facebook reach and wondering why people are "snapping?" The social landscape has changed in the last five years, with mobile being a key factor. In this session, you'll learn what social media best practices you should still follow and what needs to change -- all with an eye toward driving more revenue. We'll pay particular attention to mobile, illustrating how to get more engagement, leads and sales by not ignoring your customers' mobile experience. Several case studies will illustrate how other online retailers have had success and how they did it. Everyone will leave with an action plan that can be executed the next day.  

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    Fri, June 10, 2016 1:30 pm to 2:15 pm

    Keys to Profitable Growth With Google Shopping

    Brett Curry, Lead Strategist - ClassyLlama
    William Harris, Vice President, Marketing & Growth - Dollar Hobbyz
    Type: Post-Conference Workshops
    Track: Google & You

    This session will dig into examples of how top-selling online merchants approach Google Shopping. Attendees will discover secrets of formatting their product feed to Google Shopping that provide an immediate lift, feed mistakes that kill Google Shopping performance, four bidding strategies every merchant should consider and how to make each product title work harder.  Our speakers also will highlight good and not-so-good examples of Product Listing Ads and how to identify areas for improvement, the key Google Shopping reports to run and optimize campaigns for and even how lessons learned from Google Shopping success can carry over to drive results in other search engines.  

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    Fri, June 10, 2016 1:30 pm to 2:15 pm

    How Does Your Mobile Site Perform?

    Scott Kincaid, Vice President of User Experience - Usability Sciences
    Type: Post-Conference Workshops
    Track: Mobile

    Explore mobile site design a new way. Frist, you’ll observe usability lab participants  as they navigate web sites, encounter and overcome design flaws. Next, three volunteers will take part in live usability exercises on web sites offered by the audience. Through these “live test drives,” you’ll watch your peers carry out basic tasks such as search, finding product descriptions and checkout. Common roadblocks and superior execution  will be highlighted by our speaker, who will reveal ways to make your mobile site more intuitive, attractive and easy to navigate.

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    Fri, June 10, 2016 2:00 pm to 2:30 pm

    Licit or Complicit: Are You Coloring Inside the Lines on Legal Matters?

    Clifford Ennico, Attorney - Law Offices of Clifford R. Ennico
    Type: Post-Conference Workshops
    Track: Social

    Despite well-publicized horror stories, e-retailers continue to expose themselves to legal liability arising from social media marketing activity. Common missteps range from copyright infringement and defamation of character to more complicated matters involving privacy and whether you can get sued based on comments posted by others on your social pages. In this session, attorney Cliff Ennico will provide an update on the latest social legislation applicable to e-retailers along with a checklist to determine if your social team is buttoned up from a legal standpoint or needs to adopt some changes for full compliance. Through vivid examples of companies unwittingly violating laws — and the prices they paid — attendees will learn how to assess their degree of risk and what measures to take to avoid being the next Poster Child of legal nightmares.

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    Fri, June 10, 2016 2:15 pm to 3:00 pm

    Apps: Find the Right Users and Find Success

    Jonathan Pelosi, Head of Industry, Mobile Apps, Americas - Google
    Lauren Picasso, Associate Marketing Director - Jet.com
    Type: Post-Conference Workshops
    Track: Mobile

    It’s important to drive awareness of your app, but you want to reach the right kind of users: those who engage with your app often, and drive frequent usage and conversions. App promotion, re-engagement, and knowing how to assess lifetime value presents challenges to all app developers. Search, display and video can all work together to build your user acquisition strategy in a sustainable way. This session will address how retailers can leverage Google’s app-supporting tools to achieve their goals for their own apps.

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    Fri, June 10, 2016 2:15 pm to 2:45 pm

    Mobile SEO: Why You Need to Know How to Optimize for Google on the Go

    Tim Kilroy, Vice President, Insight & Analytics - Elite SEM
    Kareen Balsam, Director, E-Commerce Operations - Sleepy's, The Mattress Professionals
    Type: Post-Conference Workshops
    Track: Google & You

    With Google now seeing more mobile searches than desktop, and a 34x increase in the search phrase “near me” being appended to everything from car dealers to office supplies, it truly is a mobile-first world. This session will cover the basics around mobile SEO. It will also touch on app vs. mobile web and the new rise in “deep linking” driven by Apple, Google & Facebook. Our speakers will take a look at how to maximize visibility for your locations, your selling content  and your product pages.  You will walk away from this session understanding what Google (and Bing) look for in mobile relevancy, how to ensure that your site is not just mobile friendly, but mobile dominant and how to handle all of this without out losing your focus on what matters--your customers.

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    Fri, June 10, 2016 2:30 pm to 3:30 pm

    Review & Rethink: Social Tactics to Shun and Good Ones to Clone

    Charlie Cole, Chief Digital Officer - Tumi
    Eric Enge, Chief Executive Officer - Stone Temple Consulting
    Type: Post-Conference Workshops
    Track: Social

    By the conclusion of this year’s IRCE, attendees will have been exposed to a large number of successful (and not-so-successful) social media campaigns launched by e-retailers. In this final wrapup session, we’ll connect the dots — and dissect yet more social efforts — to highlight the best of the best and the worst of the worst for contrast that is instructive when planning your next big splash. This session will move quickly, spending only a few minutes on each example. Attendees will be given an opportunity to submit their own social efforts for review and critique.

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    Fri, June 10, 2016 2:45 pm to 3:30 pm

    Knowing and Using Google's Free Tools

    Tom Funk, Senior Manager, Digital Product and Content - Keurig Green Mountain
    Type: Post-Conference Workshops
    Track: Google & You

    Keeping up with algorithm shifts and new rollouts in paid placement can be a fulltime job in itself for e-commerce sites that want to create their best presence on Google. So Google has developed and launched a number of free tools aimed at making SEO and SEM and tracking their effectiveness easier. The tools range from Google Analytics that analyzes visitor traffic to your site, to newer ones like those that track how well ads work across different devices or offer guidance on the purchase and placement of native ads. This session will round up Google’s free tools to make your ad investment more profitable. Our speakers will also cover retailers’ experience with the tools, and how easy they are to use. They will reveal the back-end resources Google offers, and provide tips to improve your own search program.

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    Fri, June 10, 2016 3:00 pm to 3:30 pm

    Catch The Retail App Wave: A Top 10 List of Best Practices

    Wilson Kerr, Vice President, Business Development, Sales - Unbound Commerce
    Aaron Mashburn, Information Technology Manager - Impressions Online
    Type: Post-Conference Workshops
    Track: Mobile

    Whether it’s in design, performance, marketing, the technology platform or customer experience, certain practices consistently deliver great results—but it’s surprising how often they’re overlooked. Is your mobile app doing everything it can to drive traffic and sales? This session will identify 10 essential elements that your app needs to have in place. You’ll see why they can make a big difference, and how incorporating them in your own program will open up opportunities you may be missing.

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