Agenda

Tuesday, June 25

E-commerce Technology WorkshopAmazon and Me WorkshopE-Commerce Boot Camp: Muscle Up to Grow

9:00 AM - 9:15 AM

Dive In! Your Technology Game Plan Just Got Easier

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Berrnadine Wu, CEO, FitForCommerce

In its 10th year, the Innovation in Technology Workshop will explore mission-critical technologies and leading-edge innovations to consider, plan and implement. We’ll start by examining emerging technology trends to keep in mind as you assess your technology and innovation stack, where to invest next and steps to take along the way to ensure success.

8:15 AM - 9:00 AM

Excelling on Amazon in 2019 and Beyond

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Fahim Naim, Founder, eShopportunity

When Amazon crossed the trillion-dollar threshold in 2018, it generated the usual headlines but little surprise, so astounding has been its growth since inception. In this opening session, our workshop chair will highlight the latest developments you may not have read about yet, trends taking shape that will influence how you manage and evolve your business in 2019 and beyond.

8:45 AM - 9:00 AM

Welcome & Introduction

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Scott Kincaid, UX Research Principal , Salesforce Commerce Cloud

Boot Camp Chair Scott Kincaid will give a rundown of what this workshop will cover and also discuss its format – a friendly, informal day of learning where attendees and presenters will gain most the most value through active participation.

9:15 AM - 10:00 AM

Aligning Technology to Today's Customer Journey: A Roadmap

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Mark Friedman , CMO & CDO, Amerimark Holdings

Let’s face it. Customers don’t care about "omnichannel" – they just want a seamless and unified experience that meets their needs. Learn how to use customer journey mapping to design differentiated experiences across all customer-facing channels. Attendees will learn what back-end technology and processes they need to create friction-free omnichannel engagement.

9:00 AM - 9:30 AM

Launching a New Product on Amazon

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James Kelly, Co-Founder, Chairman, Jagerita Holdings

Amazon.com has hundreds of millions of products on Amazon, so how is it possible to launch new products and get noticed? We will cover launch strategies and case studies from brands that have done this successfully time and time again. Learn how to get your new products not only discovered but also to the top of rankings.

9:00 AM - 9:45 AM

Site Design: Taking Your 101-Level Site to 201 and Beyond

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Kevin Richards, CEO, Ventura Web Design

You have an e-commerce site, but you know that it could look better-- with photography that gets shoppers’ attention, product detail pages that pop, and other aspects of the online experience that draws shoppers in. With basics in place, what are the most important design elements to address when revamping your early e-commerce site into something more sophisticated? There isn’t only one path, and this session will help attendees assess their existing site design and their best options on where to start their next round of improvements.

10:00 AM - 10:30 AM

The Marketing Stack: Demystify the Array of Solutions to Build and Optimize

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Marta Dalton, Global Director of Ecommerce, Unilever

Think you've mastered and maximized your Marketing Stack? Think again! There are now more than 7,000 marketing solutions for your consideration, and a dozen added weekly. Our speaker will show how their team built and organized their Marketing Stack to optimize their investment and beat the competition. Attendees will come away with methods to thoroughly evaluate the vast array of new solutions, and how to organize the stack to squeeze out a return on investment.

9:30 AM - 10:00 AM

What to Do: Vendor (1P) vs. Seller (3P) vs. Hybrid

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Fahim Naim, Founder, eShopportunity

One of the most crucial decisions for brands or resellers is whether to be a Vendor or Seller. In this session, we will cover the pros and cons of selling wholesale to Amazon as a Vendor (1P) versus being a marketplace seller (3P). In addition, we’ll explore a hybrid strategy and show why you may be missing out on a significant opportunity if you do not consider a hybrid approach.

9:45 AM - 10:30 AM

Usability: Keeping Shoppers on the Road to Checkout, Step by Step

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Jason McClintock, President/Principal , Desert Steel

Scott Kincaid, UX Research Principal , Salesforce Commerce Cloud

“Easy to use” is one big factor in helping site visitors’ progress toward checkout and “efficient” is another. Visuals and content created to appeal won’t matter if shoppers are confused by navigation or discouraged by the tasks needed to get to the Buy button. Don’t let what you’ve invested in making your site look great tank under hidden usability issues. Our speaker will discuss how to find and fix roadblocks impeding customers’ movement through your site to keep them on the path to purchase.

10:30 AM - 10:50 AM

Break

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10:00 AM - 10:15 AM

Break

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10:30 AM - 10:45 AM

Break

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10:50 AM - 11:50 AM

Save the Agony: How to Choose Best Fit Technologies – and Partners – and Not Go Mad

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Giri Durbhakula, Senior Consultant, FitForCommerce

Finding the perfect e-commerce platform or any key system—and the right vendor to provide it—is daunting. This session will examine the current landscape of solutions and providers. Attendees will walk away with a framework for rigorous requirements-gathering, a checklist of selection best practices and questions to ask potential technology partners to ensure a smooth implementation and long-term business results. We'll uncover hidden issues to watch for, roadblocks to avoid and tips for success.

10:15 AM - 11:00 AM

Reviews--Know the Rules, Avoid the Buried Mines

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Jeff Cohen, Chief Marketing Officer, Seller Labs

The vital importance of reviews on Amazon is no secret. What is more of a mystery is how Amazon accounts for, handles and decides to delete reviews. With Amazon’s ever-changing policies on reviews, its mass sweeps that deleted all reviews on a product and general ambiguity about how to solicit reviews, understanding Amazon’s rules and philosophy on reviews can make or break your business. Join us for a deep dive on all things reviews-related to stay in good graces with Amazon, avoid account suspension and keep the glowing reviews coming.

10:45 AM - 11:15 AM

Reaching Profitability Fast: What a Lean Business Looks Like

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Profitability is elusive for new businesses just getting off the ground, but hitting that target as soon as possible is every retailer’s objective. ln this session, learn about the tactics that a disciplined, focused leader used to achieve a profitable retail business quickly. Our speaker will cover how to discern what is fat, where it’s necessary to spend and how run a lean business that tracks toward profitability right out of the gate.

11:50 AM - 12:30 PM

Selling B2B or B2C: What B2B and Brands Must Get Right on Technology

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Mike Earl, Senior Director, Omnichannel, Timbuk2

Lucas Robinson, CEO, Weblife Stores

Increasingly, traditional B2B and brand manufacturers are stepping out of their comfort zones and leveraging digital for B2B or to go direct to consumer. In this session, we hear from two speakers with different approaches. We'll cover pros and cons, technology considerations and best practices for B2B and D2C commerce in today's connected world.

11:00 AM - 11:30 AM

Amazon Business-Why You Need to Be Selling There Now

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Since its inception, Amazon Business has become a significant sales opportunity for brands, wholesalers and distributors. Now an available option for most categories and brands, Amazon’s B2B site has grown from $1 billion in revenue to $10 billion in just over two years, much faster than its consumer marketplace and Amazon Web Services. Learn more about how Amazon Business could provide an additional and profitable income stream to your business.

11:15 AM - 12:00 PM

Selling on Marketplaces: Why and How

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Forrester Research estimates that half of all U.S. e-retailers already are selling on marketplaces, with that percentage continuing to rise. Amazon, eBay and a few other giants get the largest share of marketplace sales. A number of niche marketplaces target audiences such as seekers of handmade items or independent sellers. This session will address the value and the drawbacks in selling on marketplaces, including costs to retailers, how to track inventory, and how many and which marketplaces can make sense for your business.

12:30 PM - 1:30 PM

Lunch

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11:30 AM - 12:00 PM

Formulas for a Winning Product Detail Page

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Shoaib Kabani, Co-Founder, Buffy

Chris Rawlings, Co-Founder & CEO, Judolaunch

Your Amazon product detail page is expensive real estate, but are you taking full advantage of it? Many brands and sellers don’t realize the impact that product description text and images have on the customer’s decision-making process. Join us to learn how to optimize your titles, bullets, product descriptions, images and SEO so that customers find and choose your products over your competitors.

1:00 PM - 1:30 PM

Does Your Business Model Need a Reboot?

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Karen Rzepecki, Founder, Mason Jar Marketplace

One major advantage small retailers have over larger ones is agility. With fewer staff and less infrastructure, it’s easier to try new things or change course and less red tape, buy-in and fewer approvals are required. Many small retailers choose to launch fast and iterate as they grow and collect more customer feedback, sales data and other business signals. This session will feature a retailer that changed its  business model for the better after listening to what shoppers wanted and moving toward what was best for its business. Our speaker will discuss how she came to the decision to change course, the process and the results.

1:30 PM - 2:00 PM

Big Bets – What You Need to Know about Blockchain and Microservices

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TBD

12:00 PM - 1:00 PM

Lunch

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1:30 PM - 2:15 PM

25 Top Free & Low-Cost Marketing Tools & Services

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Craig Smith, Founder & CEO, Trinity Insight

Finite marketing budgets, new shopping tools and ROI mandates can give marketers a world of tough choices.  Even small-scale testing of free technology carries cost—staff resources—and risk, too, if the initiative backfires. Our speaker has done the heavy lifting to serve up a roster of the best free and low-cost marketing tools and services to improve results, whether it’s internal project management or website optimization. Attendees will walk away with an insiders’ list of free or low-cost tools and tips on how to extract best results for minimal investment.

2:00 PM - 2:40 PM

Lightning Round of Hot Digital Retail Innovations

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Berrnadine Wu, CEO, FitForCommerce

Keith Neely, VP of eCommerce, Digital & IT, Case-Mate

Staying on top of emerging trends and new innovations shaping our industry is essential to drive growth, achieve business goals and remain competitive. In one of our most popular sessions, we'll touch on 20 top retail innovations in play now and coming soon, so you don't have to do the digging. This session will arm attendees with new ideas and fresh perspectives to share with their teams plotting their next e-commerce moves.

1:00 PM - 1:30 PM

To acquire, or be acquired? Buying or Selling an Amazon Business

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Jason Guerrettaz, CEO & President, Website Closers

Matt Davis, Founder, Sheer Strength Labs

M&As follow a defined path in the progress toward execution, but  the ecommerce space can overlay additional considerations for businesses looking to grow by acquisition, as well as for  companies  looking to be acquired. How can ecommerce companies maximize their valuation for sale?   What are the key metrics that acquiring companies need to understand about ecommerce as they assess prospects, and how much do they need to know about digital technology?  This session will include  insights for ecommerce companies on both sides of the M&A equation and the first-hand experience of an ecommerce business owner who sold his born-on-Amazon company for eight figures.

2:15 PM - 2:30 PM

Break

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2:40 PM - 3:00 PM

Break

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1:30 PM - 2:15 PM

Amazon Advertising-The What, Why and How

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Alasadir McLean-Foreman, CEO, Teikametrics

Priya Rassety, Digital Channel Marketing, Global Consumer Business Unit, Symantec

Amazon Sponsored Product Ads – Amazon’s pay-per-click advertising program -- are no longer a “nice to have.” They are now a table stakes if you are selling on Amazon because if you aren’t running them, your competitors certainly are. Amazon suggests that you should be spending at least 10%-15% of your sales in Amazon ads. In this session, we will discuss how Amazon is continuing to stuff its search results with ads, what types of ads are available, strategies to get started and recommendations to optimize your current ads.

2:30 PM - 3:00 PM

Making Sense of Email Marketing Today

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Cindy White, Senior E-Commerce Marketing Manager, Plow & Hearth

Some e-retailers may bite at every new marketing approach rolled out by tech vendors, but the smartest also know that when something’s working well, there’s no reason to change it. Email marketing, done right, still is one of the most effective best, least expensive ways to keep in touch with customers, make targeted offers and drive sales. This session will cover how one retailer worked to close gaps between its program and industry standards and cut through the noise to find the right tools and strategies to improve its email marketing campaigns.

3:00 PM - 4:20 PM

Delivery: From Pain Points to Sweet Spots

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Innovations in payments, delivery and product discovery technologies just keep coming. In this final series of three presentations, retail leaders will detail their experiences and strategies in each area starting with voice and visual search. Then we’ll address the payment area, including contactless payments and digital currencies. The Innovations in Technology workshop will wrap up with one of the most pivotal areas of e-commerce: Delivery. We’ll cover drone delivery and warehouse automation and other innovations that squeeze out time between the point a shopper hits the “Buy” button and when the item arrives at their front step.

2:15 PM - 2:30 PM

Break

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3:00 PM - 3:30 PM

What You Need to Know About Behavioral Metrics

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Ashlee Colliver, Lead Marketing Strategist, Classy Llama

Brittany Graham, Director, eCommerce, Tombow

Behavioral metrics such as which pages visitors go to when they reach your site have been less of a priority to site operators than revenue or traffic. That’s changed with Google and Facebook algorithm shifts that value behavioral metrics indicating how good or bad the user experience is on a site; and how they relate to SEO rankings and quality scores for Google and Facebook ads. If your user experience is lacking, your site is more likely to lose organic traffic, and cost-per-click on your PPC ads will be higher. Join this session for a better understanding of behavioral metrics, and take away actionable items that will help move your site in the right direction to increase traffic, conversion rate and ROI.

3:00 PM - 4:00 PM

The Future of Retail in a Post-Digital World

Doug Stephens, Founder and President, Retail Prophet

Join Author and internationally renowned consumer futurist Doug Stephens for an amazing tour of the future, where every aspect of the retail experience as we know it will be radically transformed. From online and virtual technology to 3D printing and the internet-of-things, shopping is being redefined.

3:00 PM - 4:20 PM

Payments: From Pain Points to Sweet Spots

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Innovations in payments, delivery and product discovery technologies just keep coming. In this final series of three presentations, retail leaders will detail their experiences and strategies in each area starting with voice and visual search. Then we’ll address the payment area, including contactless payments and digital currencies. The Innovations in Technology workshop will wrap up with one of the most pivotal areas of e-commerce: Delivery. We’ll cover drone delivery and warehouse automation and other innovations that squeeze out time between the point a shopper hits the “Buy” button and when the item arrives at their front step.

2:30 PM - 3:15 PM

Vendor (1P) Marketing Opportunities to Scale Your Brand and Business

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Category billboards, targeted emails, gift guides, Amazon Marketing Group (AMG), sponsorships -- there is no shortage of marketing opportunities for brands that sell direct, B2B as vendors on Amazon. Advantages of the Vendor platform are the incremental marketing opportunities, but when is it worth investing in – especially with a lack of detailed reporting available? This session will outline opportunities to grow your brand's exposure on Amazon.

3:30 PM - 4:30 PM

My Site vs. Best Practices: Live Reviews

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Kevin Richards, CEO, Ventura Web Design

Scott Kincaid, UX Research Principal , Salesforce Commerce Cloud

Customers want a personalized experience when they shop online – and when it comes to constructive feedback on the design, construction and consumer appeal of their e-commerce site, so do Boot Camp attendees. Join this open session to volunteer your site for review by Boot Camp’s two design and usability experts. You’ll get some of the best and most individualized feedback you’ll receive all year on how consumers see and experience your site, including desktop and mobile, and how to turn that new knowledge into measurable improvement.

3:00 PM - 4:20 PM

Voice and Visual Search: From Pain Points to Sweet Spots

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Innovations in payments, delivery and product discovery technologies just keep coming. In this final series of three presentations, retail leaders will detail their experiences and strategies in each area starting with voice and visual search. Then we’ll address the payment area, including contactless payments and digital currencies. The Innovations in Technology workshop will wrap up with one of the most pivotal areas of e-commerce: Delivery. We’ll cover drone delivery and warehouse automation and other innovations that squeeze out time between the point a shopper hits the “Buy” button and when the item arrives at their front step.

3:15 PM - 3:45 PM

How to Price Your Product on Amazon

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Gil Mizrahi, VP, Product & Business Development, Feedvisor

Melissa Kuyper, Sales Manager, Nutrex Hawaii

When it comes to pricing on Amazon, most conventional wisdom is thrown out the window. For 3P sellers (marketplace sellers), it’s key to know how to price and compete with other offers. For vendors (1P sellers), it’s essential to understand how Amazon decides how to price your products, and how price-matching works. Join us to learn about Amazon’s philosophy on pricing, as well as opportunities to maximize your profits

3:45 PM - 4:45 PM

Town Hall: Ask Our Experts Anything Amazon

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Fahim Naim, Founder, eShopportunity

The 2019 Amazon and Me workshop wraps up with our own Town Hall where attendees take to the mic. Speakers who presented earlier in the day will return so attendees can pose new questions, either follow-ups to topics already covered or all-new topics not yet addressed. Once the conversation gets going, you can’t predict what provocative questions and illuminating answers will surface.

4:00 PM - 6:30 PM

Welcome Reception

Wednesday, June 26

Strategic Guidance for the Retail C-SuiteOmnichamps: Driving the Most from Every ChannelMarketing Vitals TrackAttention-Getting Strategies to Build Brand ValuePlace the Right Bets Now for the Digital Future

8:15 AM - 8:30 AM

Welcome

Doug Hope, Show Director, RetailX, Emerald Expositions

8:30 AM - 9:00 AM

Hitching a Rocket to an Engine, Bonobos and Walmart take off

Andy Dunn, Senior Vice President, Walmart

Direct-to-consumer brands, born online, are shaking up traditional retail – and forward-thinking traditional retailers are embracing the new model. IRCE 2019’s Day One Keynote Speaker, Andy Dunn, formerly CEO of men’s apparel retailer Bonobos and now senior vice president of digital consumer brands at Walmart, will share how the key to unlocking the full potential of these digital brands may actually require physical stores. Bonobos, which Andy co-founded in 2007 right out of the Stanford graduate school of business and sold to Walmart a decade later, stars in a portfolio of brands acquired and incubated by Walmart as an investment in its digital future. Join this presentation to kick off IRCE 2019. You’ll learn why digital brands are growing at nearly triple the rate of e-commerce overall and why Andy believes the future of retail is beginning to resemble the history of video.

9:00 AM - 9:30 AM

Inter-Generational: Leveraging the Power of a New Workplace Diversity

Chip Conley, Strategic Advisor, Airbnb

In an age where workplaces may span up to five generations, and a broad set of skills, entrepreneur, bestselling author and hospitality industry giant Chip Conley has the unique experience of leadership positions across the continuum. Chip founded boutique hotel group Joie de Vivre Hotels at the age of 26 and was its CEO until selling the company in 2010. In 2013, at the age of 52, he joined Airbnb as head of global hospitality & strategy when he was sought out by the company’s Millennial CEO and co-founder for guidance in growing the fledgling enterprise.

Today, Chip serves as Airbnb’s strategic advisor for hospitality & leadership and is the founder of the world’s first midlife wisdom school, The Modern Elder Academy. Through his books, appearances and educational forums, his mission clarifies for business leaders of all ages why the intergenerational exchange of wisdom and skills is key to the success of the modern workplace and our society.

9:30 AM - 10:30 AM

Break

10:30 AM - 11:00 AM

The New Retail Imperative: Be A Leader in Ecommerce Technology

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Brendan Witcher, Vice President, Forrester Research

The primary force driving today’s retail economy is ecommerce technology. Knowing that, tech companies are introducing advanced digital solutions at a mind-boggling pace that challenges top retail executives to make technology investments that are vital to growing sales and profits. In this session, a leading Forester Research analyst reviews the latest ecommerce technologies and identifies those achieving measurable improvements in retail competitiveness.

Building Cross-Functional Innovation Teams

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Nathan Decker, Director of eCommerce, Evo

Executing on an omnichannel strategy demands performance from various teams that may have conflicting goals and objectives. In this session, our speaker will detail strategies to achieve buy-in from teams responsible for technology, operations, fulfillment, merchandising, inventory management and logistics. Effecting change can be challenging, but it’s essential the team be unified toward common, attainable objectives whether the goal is store/curbside pickup or home delivery; join our speaker to learn how.

Content Marketing to Capture New Customers and Keep the Hive Buzzing

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Ronald Dod, CMO & Co-Founder, Visiture

Akin Tosyali, Director of Digital Marketing, Tiege Hanley

You need new customers. Well-crafted content marketing captures their attention via search engines and brings them to your site. Content marketing can be overwhelming, however, without a plan that ensures you engage consumers where they play via text, video, images and infographics across channels. Our speakers will show attendees how to use data to develop content for your target audience and how to attract high-quality backlinks from credible sources to drive traffic to your site, capture the sale and keep new customers.

How I went from an idea to $100 million

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Moiz Ali, CEO, founder, Native Cos

In two and half years, Moiz Ali built Native, a multimillion-dollar web-only deodorant brand that was on trend and turning a profit when he sold it to Procter & Gamble for a reported $100 million. In this session Ali shares how he spotted a market gap, developed Native from an idea to full-scale operations and gained a loyal following of consumers who spread the word and made the brand a best-seller. He will also share what’s next for Native now that it has the backing and reach of one of the largest CPG companies in the world.

The Future of Retail is More Than Retail

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Erin Jordan, VP & Partner, Walker Sands Communications

Continued disruption of the commerce landscape is a given. One provocative development already is playing out with Amazon’s acquisition of PillPack, Kroger’s investment in driverless cars and Nordstrom’s merchandise-free stores. As retailers extend their brand, channel presence and technology into other lines of consumer-focused business, the future of retail will expand beyond retail as we know it now. Join this session for the release of Walker-Sands’ 2019 Future of Retail report and research-backed predictions plus strategic advice for the years ahead.

11:00 AM - 11:30 AM

What AI Can Do and How It Will Change Your Company

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Russell Scherwin, Chief Marketing Officer, Watson Commerce, IBM

Sudarshan Sampath, GVP, eCommerce Technology, PVH

Not long ago, artificial intelligence was more theoretical than practical. Today it’s the most powerful state-of-the-art tool online retailers can employ to create a highly personalized online shopping experience and a faster and more efficient fulfillment and inventory management process. This session will examine one retailer’s successful experience with AI and as well as industry expert perspective on integrating AI into ecommerce operations.

Make a Popup Shop Pop -- Online and Off

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Barry Goldware, Founder, Popup Shops

Laura McLaughlin, Director, Specialty Leasing, Brixmor

Shopper data collected online can inform the offline experience; likewise, information gathered in-store yields valuable data that can be fed into the website. At the intersection is the popup store. This session will dissect the critical pieces you must get right to ensure success for all selling channels. Our speakers, a retailer with popup experience and a company leasing spaces for popup stores, will provide the recipe and roadmap to dive in to popups with confidence and show ways to exploit valuable shopper data in all channels.

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Go Offline to Build Online: Plan and Track Brand Awareness

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The web is saturated with advertising, and a young e-retailer needs to be versatile in how it drives brand awareness and acquires new customers. In this session, two online retailers will share the offline marketing and advertising methods they incorporate into their marketing mix, how they measure the reach and effectiveness of these methods and their ultimate value to a growing brand. Methods covered include live event/sponsorship marketing, outdoor and broadcast mass advertising, and direct mail.

How Blockchain Technology Will Change Retail

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Nikki Baird, VP, Retail Innovation, Aptos

Few retailers accept cryptocurrency as payment yet, but its supporting blockchain technology -- a centralized web-based record of transactions and a distributed system that verifies each one – will soon revolutionize -commerce payment. This session will cover how to prepare for cryptocurrencies that could one day reduce online payment fraud, guarantee the integrity of branded products sold online and more.

11:30 AM - 1:15 PM

Lunch

1:15 PM - 1:45 PM

How Retail's Leaders Are Tranforming the Industry

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Mark Brohan, Director B2B E-Commerce Research, B2BecNews

Our speaker will share the success secrets that push the biggest and best players in ecommerce into the lead over competitors, including how these retailers are growing online with new omnichannel and marketing strategies. Join this session for an in-depth analysis of  DigitalCommece360 data on the 500 largest online retailers in the U.S. and North America in 2018. The session will show growth by product category and preview how ecommerce will become an increasingly larger part of U.S. retail.

How to Wow Gen Z

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Generation Z, which includes “Tweens” in the 10- to 13-year-old age group, is an important consumer segment, one e-retailers want to court and capture as their spending power increases. This demographic enjoys store shopping more than older Millennial shoppers and that means e-retailers need to excel at blending their digital and offline shopping experience to cater to their preferences. In this session, our speaker will detail how it taps into trends these young shoppers care about to deliver a shopping experience just for them.

Email Mastery -- New Tactics for a Reliable Workhorse

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Judy Ransford, CMO, Hickory Farms

Jennifer Biefel, Director of Customer Marketing and Loyalty, GNC

The best digital marketers in e-commerce generate more than 10% of their web traffic via email. Why such impressive results? Because they exploit new functionality by leveraging “send time” optimization, automation and dynamic and personalized content. Attendees will learn how to heighten email’s effectiveness by deploying the latest strategies and by weaning themselves off tactics that no longer work (or never worked) because shopper preferences and tolerances are always shifting. Yesterday’s approach doesn’t work today.

Rules of the Road for Working with Influencers

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Joe Gagliese, Co-Founder and Managing Partner, Viral Nation

Taylor Offer, CEO, Feat Socks

The Federal Trade Commission has started cracking down on how influencers and brands convey their messaging and whether they are being transparent about what’s a paid endorsement. Alongside that scrutiny, social media platforms have made it easier to pay for placement of endorsed material (promoted posts, paid partnership posts, etc.). In this session, a social media marketing leader of a growing digitally native brand will share how it identifies influencers aligned with the brand’s goals, the outreach and negotiation process, and how it manages and measures influencer posts.

More than Shopping, It's an Experience

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When consumers meet up to hang out, drink coffee, catch up with friends, take a cooking lesson, or hear a talk by an author, they’re gathering publicly. And where consumers gather, smart merchants go, the new thinking behind that idea is that stores can be the venue for all of those activities and more, rather than simply a place to buy products, with digital a key element that supports and enhances the real world activities. This session will cover examples of experiential retailing, ROI and whether today’s experiments will re-set shoppers’ expectations in the future.

1:45 PM - 2:15 PM

Where to Find Growth

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Marc Kermisch, CIO & VP, Red Wing Shoes

It’s tempting for retail executives to seek growth principally by selling more high-margin products to their existing customer base, but innovation that brings in new customers with products that meet their needs in new ways is a also source of growth. The cost of such innovation can be disruption at odds with an already-successful business. In this session, we’ll hear from a retailer on managing disruptive innovation and balancing priorities within an established company to drive incremental growth by attracting new categories of shoppers beyond the core customer base.

Exceeding Shopper Expectations Now and in The Future

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Lauren Freedman, Senior Consumer Insights Analyst, DigitalCommerce360/Internet Retailer

Tomorrow’s shopping experience will be vastly different than today's. In this session, our expert in mystery shopping and consumer insights will share what consumers – real shoppers – say matters to them most in terms of emerging website functionality, innovations in merchandising and fast, convenient delivery and personalization.

Grab Big Wins – and Dodge the Blunders – Advertising on Amazon

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Jeff Cohen, Chief Marketing Officer, Seller Labs

Peter Marlenga, Director, Operations, Tech Armor

Advertising on Amazon is critical to a brand’s success – and key to staying relevant in consumers’ eyes. Knowing what not to do is almost as important as knowing what to do. Our speakers will showcase smart advertising tactics to deploy immediately – whether you are a 1P (wholesale) seller to Amazon or a 3P seller on the Marketplace. The right advertising framework will get you noticed, drive traffic to your product detail page and increase sale velocity via Amazon. This session will walk attendees through Amazon’s ad formats, analytics and the other tools they can use to maximize their results on Amazon.

From Storytelling to Selling: Facebook Marketing for Growing Retail Brands

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Mila Aldrin, Director of eCommerce, Moon Juice

Sarah Sanchez, Manager of Performance Social, CPC Strategy

With rich demographic data and always-evolving, sophisticated advertising programs, Facebook has become a highly investable advertising channel for retailers because of its ability to address all parts of the e-commerce conversion funnel. This session will take attendees through the development of a paid Facebook brand strategy to acquire and retain high-value customers using the advanced targeting and advertising methods Facebook offers and the tools necessary to manage increasingly complicated campaigns. It will also cover the latest Facebook advertising advancements, such as augmented reality ads, Facebook Stories and more.

Gauging the Value of Emerging Technologies

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Robots, AI, facial recognition and other technologies are moving out of the development phase and toward practical use in digital commerce. They are sparking the creation of retail applications still largely experimental today, but expect that to change as experimentation shakes out the real drivers of engagement, sales and profits from the gimmicks. In this session, a top retail technology industry correspondent does a practical review of emerging technology applications poised to displace retail’s status quo online and off.

2:15 PM - 3:15 PM

Break

3:15 PM - 3:45 PM

The Battle for Top Ecommerce Talent

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Given the stakes, it’s not surprising that competition for top talent is getting fierce in ecommerce. Retailers succeed by knowing what it takes today to attract and retain the best pros in the field. This session examines data from exclusive DigitalCommerce 360 research to reveal compensation trends, retailer hiring practices and turnover rates for key ecommerce positions, from website designers to distribution center employees.

New UX Design Bridges Bricks and Clicks

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Easy movement between digital and physical channels is key to an optimized omnichannel shopping experience. In this session, we’ll hear about a new retail concept that weaves together an experience that starts online -- where shoppers upload details about what they seek to achieve in the way of home organization – and continues offline with a dedicated expert who guides shoppers to products that meet their specific needs. Attendees will learn which seemingly sophisticated techniques and tools simply add to friction, and how simpler, human-driven approaches can enhance online shopping.

Avoid Jaw-Droppingly Bad Adjacencies to Protect the Brand

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Gary Burtka, VP, Operations U.S., RTB House

Your digital ad appearing near objectional content hurts. Sometimes the resulting impression is unintended humor but too often it’s damaging to the brand. There are measures to protect against unfortunate pairings with offensive content – and ad placement on undesirable websites such as those with extremist views. Our speakers will review some notorious bad advertising/content adjacencies, the outcry provoked and what savvy brands do to rebound and restore brand integrity. This session will also cover technologies, such as artificial intelligence, deep learning and computer vision, to keep your digital ads away from inappropriate or disturbing content and video.

TBD

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Neuroscience and the Shopper Brain

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Personalizing the shopping experience today depends on applying analytics to intelligence gleaned from customers’ actions. What if there were a way to tap deeper into why shoppers behave and buy as they do; with their activity driven by subconscious motivations of which the shoppers themselves may be unaware? Join this session for insights into how neuroscience is being tested to shed light on shopper behavior and plan retail campaigns. This session underscores the critical importance of personalization in motivating shoppers and whether neuroscience may one day routinely help drive sales, online and off.

3:45 PM - 4:15 PM

Getting Ready for What's Next In Retail: The View From the C-Suite

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Diana Ganz, Co-Founder, The Groomsman Suit

Don Davis, Editor at Large, Internet Retailer

Reid Greenberg, President, Vermont's Original Bag Balm

Brad Wolansky, CEO, Dover Saddlery

Ecommerce continues growing 15% annually, ever more marginal retailers are closing their doors, and Amazon’s amazing market share growth in the last decade is reminiscent of Walmart’s performance in the 1980’s, when thousands of main street merchants closed shop. Where will these trends lead in the next five years and beyond? This panel discussion will feature the perspectives of senior retail executives with diverse experience in navigating cycles of change and as well as newer top executives that bring a next-generation perspective to this core question.

Offer Try-Before-You-Buy Without Squeezing Margins

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John Kennelly, Head of Partnerships, b8ta

Eyewear merchant Warby Parker became a star of the “Try Before You Buy” trend because it's implemented great systems to maximize margins while delighting customers. However, there are a number of ways to cater to the fickle shoppers who return purchases with great frequency and it’s more than just a loose returns policy. Our expert speakers will share insights about what shoppers demand, what they will accept and how direct engagement is integral to managing returns and expectations while maximizing margins.

Harmonize Digital Marketing for a Successful Product Launch

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Timothy Seward, CEO, ROI Revolution

A new product launch calls for significant resources and it’s crucial that all the pieces come together in harmony to articulate the brand message in compelling fashion. For Puma, a combination of media buys, high-profile endorsements, social influencers and a multichannel marketing strategy were the rocket fuel behind a new basketball shoe. In this session, attendees will be inspired to blaze their own paths – not follow the established model – to launch a new product by aligning multiple digital channels to achieve growth and profitability goals. This session will provide guidance for retailers of all sizes on how to launch a product successfully.

Get Seen: Have a Brand Identity on Online Marketplaces

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Brian Riley, CEO, Guardian Bike Co

Andrew Jacobs, CEO, JAM Paper

Half of online sales today happen on online marketplaces, but young brands with little recognition find it hard to stand out in these search-intensive platforms. Established brands can be assured marketplace shoppers will be looking for their products, but younger brands can’t count on such attention. In this session, digitally native brand marketers will share the methods they use to get seen on marketplaces and how they communicate their brand story to convince shoppers their products and services are different from other sellers’ goods. They will also share what they do to drive the most brand building ROI, a significant challenge as most marketplaces deny sellers access to information on their own customers.

Buy by Voice: Here Now and More to Come

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Purchasing by voice is one of most buzzed-about emerging shopping tools, but most shoppers aren’t yet onboard. What’s the value for retailers in different categories in investing now to build, or to partner with technology companies in offering, applications that enable consumers to place orders by voice, so as to have among the first buy-by-voice options? Is it too early in consumers' receptiveness to expect ROI, or will retailers lose out by waiting? This session will explore the ecommerce benefits of voice-controlled shopping assistants and what a retailer should consider in deciding to go there -- now, or in the future.

4:15 PM - 4:45 PM

Meet a Next-Gen Disruptor: How New Brands Shake Up Incumbents

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Zak Normandin, Founder & CEO, Iris Nova (DIRTY LEMON, The Drug Store)

Wellness beverage company Dirty Lemon is challenging the established consumer beverage industry with a new product category–soft drinks formulated to deliver health benefits such as better sleep--and a novel sales and distribution strategy that bonds customers directly to the product. Bypassing store shelves and even ecommerce sites, the company sells exclusively by SMS, processing 50,000 text messages per month to deliver cases of six-packs directly to customers. Join the session to learn why this brand envisions a digital future where shoppers don’t download an app or visit a website to buy.

The Supply Chain Tactics That Push Retailers to the Top

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George Lawrie, Vice President and Principal Analyst, Forrester Research

This session will profile exceptional retailers who are getting omnichannel right because supply chain and delivery are central to their strategies. E-retailers in all categories will come away with enlightening new approaches to deploy whether they operate in commodity CPG, fashion, B2B or brands selling direct.

10 Things to Do Now to Get Ready for the Holidays

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Nathan Gordon, Vice President, Christmascentral.com

Erik Fialho, COO, LeftLane Sports

The winter holiday season starts online earlier every year, and now is the time to finalize a marketing plan that will take you through Christmas and beyond. This session will cover the fundamental components of holiday marketing, including email, search, social media and website design. The expert speakers will discuss what happened during last year's holiday season, what's likely to be different this year and what you should do about it. Attendees will walk away with a checklist of steps to take now to get ready for the holidays and insights on strategies that will help you adapt to what's new in online shopping in 2019.

Can Digitally Native Brands Make it on Their Own

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Eric Roth, Managing Director, MidOcean Partners

John Kim, Managing Director, HIG

Brian Berger, CEO, Mack Weldon

Many digitally native brands shoot for the stars with a high-growth, high-spending plan from day one. They gain attention, scale up and scoop up customers, often at a cost that exceeds the customer’s lifetime value. Some of these trendy digital brands exit by acquisition: they are snapped up for big money by more established companies seeking the invigoration and cache a startup brings. Others have gone different routes, staying independent or going public to varying degrees of success, or falling flat. As the frenzy of digitally native brand launches continue, this session will examine the business strategies of such companies, their long-term viability as independent brands and the current and future state of investment funding flowing to digital brands.

Send in the Drones

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Convenience store chain 7-11 broke the retail drone barrier in 2016 with the first FAA-approved delivery to a residence a mile away from its store in Reno, Nevada. Amazon and others are developing their own drone delivery programs in a bid to automate and speed local last-mile order fulfillment at potentially less cost than ground transport. This session will cover the potential opportunity in drone delivery of goods purchased online, the costs and challenges to be overcome, and what needs to happen before drone delivery takes off with retailers and shoppers.

4:30 PM - 6:30 PM

Exhibit Hall Networking Reception

Thursday, June 27

Thriving in the Amazon AgeThe Power of MarketplacesMarketing 2.0: Strategies for Advanced MarketersOptimized OperationsOnline Merchandising That Makes Them Buy

8:15 AM - 8:45 AM

Five years in: What I've learned about building a 21st century retailer

Susan Tynan, CEO & Founder, Framebridge

Leading custom framing e-retailer Framebridge.com through its first five years presented a lot of challenges for founder and CEO Susan Tynan, but her north star has been her relentless focus on the customer. In her Keynote Address to the IRCE audience, Tynan will share how putting the customer first allowed her to successfully lead Framebridge through intense sales growth, refine her pitches to investors and single-handedly expand the market for custom framing in the U.S. Customer-centricity, Tynan says, will also help her lead Framebridge through its next growth stages, which include an entrance into bricks-and-mortar retail and more. Both a look back and a look ahead, Susan will share the lessons she’s learned as a leader of a high-growth startup and what’s ahead for her company. 

8:45 AM - 9:15 AM

True Grit: A Warriors’ Mettle Builds an E-commerce Brand

Dan Alarik, CEO, Grunt Style

Unstoppable, hardy and hyper-focused on the mission: the words that could describe a top-grade U.S. soldier also could describe a successful e-commerce entrepreneur. Dan applied his personal experience and the values of his military career to launching his e-commerce company in 2009 -- a classic startup story of selling patriotic t-shirts out of his car. Powering through setbacks that can befall any new business, Dan’s determination and ability to learn fast and correct course were rewarded with increasing success.

Today, GruntStyle has a loyal customer base and some 2 million followers on social media, bringing in sales of $100 million over the past three years. Our speaker will share inspiring proof of how grit, determination and the willingness to take risks is the starting point for success in today’s very challenging yet opportunity-filled online retail environment.

9:30 AM - 10:30 AM

Break

10:30 AM - 11:00 AM

How a Differentiated Business Strategy Drives Success

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Jeremy Miller, CEO, founder, FSAStore.com

Eight-year-old e-retailer FSAstore.com only sells products consumers can pay for using pretax money they’ve set aside through Flexible Spending or Health Savings Accounts—money that’s otherwise forfeited at the end of the year if unspent. In doing so, FSAstore.com has a target market primed to spend and takes the question of “is this product eligible” out the process. The e-retailer also has marketing agreements with flexible spending account managers at hundreds of major employers to promote FSAstore.com to employees. In this session, founder and CEO Jeremy Miller will share FSAstore.com’s unique market positioning, how he developed it and the mix of services designed to make shopping with FSAstore.com easier than shopping anywhere else.

Only at IRCE: Exclusive Internet Retailer Research on Marketplace Leaders, Laggards and High-Growth Startups

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Fareeha Ali, Director, Research Strategy, Internet Retailer

With half of online sales made globally now transacting on online marketplaces, marketplaces have changed how consumers shop the web, and changed how online retailers approach selling online. Internet Retailer will debut its latest original research on this high-growth sales channel. The research will identify the market leaders and the growth strategies of smaller online marketplaces that are creating sales opportunities for niche sellers. Armed with this knowledge, online retailers will be able to better understand online opportunities ahead of the general market.

Personalize Online Interactions to Drive Better Results

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Bridget Fahrland, Head of Digital Strategy, Astound Commerce

Megan Whitman, Chief Digital Officer, Kopari Beauty

Personalization technologies have become sophisticated selling tools, allowing e-retailers to apply what they know about consumers to sell to them more effectively. This session will review advanced applications of personalization technology and its results, keying in on the more advanced applications of personalization technology most consumers won’t immediately recognize as “personalized,” but that drive positive outcomes, such as landing pages that render with content dynamically created in real time attuned to the customer and where she is on the purchase path.

Positioned for Profit: Where to House Your Inventory for Maximum Margin

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Online retailers today must carefully navigate product availability and speedy delivery, while ensuring margin targets are met. It is getting increasingly difficult to do that shipping from a single warehouse. In this session, attendees will learn about the warehousing and fulfillment strategies of successful small to mid-sized retailers, addressing how they have expanded or improved their own warehouse network, incorporated the services of third-party fulfillment vendors, and negotiated drop-shipping with suppliers. It will address in detail the profit margin analysis of the selected options and how smart inventory management can lead to greater sales at greater profit.

What Drives Dfferent Shopper Types to Hit "Buy"

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Eric Dean, CEO, founder, Whereoware

Andrew Cullen, Digital Marketing and Communications Director, WaterCraft Group, Yamaha Motor Corp. USA

Retailers know that shoppers arrive at a site with different mindsets and goals; the most successful retailers segment onsite merchandising efforts accordingly. This session will characterize the most frequently-occurring customer types and discuss proven on-site merchandising approaches to drive sales with each type, from first-time visitors to your highest-value clientele.

11:00 AM - 11:30 AM

Scarcity and the Secondary Market: A Profitable Mix

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Hamilton Powell, Founder & CEO, Crown & Caliber

Amazon may have won the market for the $50 customer, but what about the customer ready to spend thousands? Focusing on luxury products and the resale market is proving to be a formidable strategy for a growing cadre of specialized retailers. Crown & Caliber operates a marketplace for out-of-production Rolexes and other luxury timepieces. Having products not easily found elsewhere online is a key competitive strategy in online retailing today because they are insensitive to price competition. Our speakers will share how they spotted their market niche and how their business models give them some security from bigger market players. Attendees will take away lessons on how e-commerce in the secondary market works and how they might apply it to their own sales mix.

First-Year Basics for New Marketplace Sellers

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Cynthia Stine, President, eGrowth Partners

Mike Zhang, Founder & CEO, Fenrici Brands

In this jam-packed 101-level session, speakers will lay out what first-time sellers need to know about working successfully in the marketplace environment. It will address how to manage listings and orders, the tools and reports new sellers should set up to track their progress, where to look for benchmarks to assist with goal-setting, and how to test the waters with marketplace promotions and advertising. Speakers will also address how to navigate communications with the largest marketplace operators to get help on their accounts.

Incorporating Cultural Awareness in Your Marketing Programs

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More than 90% of the population growth in the U.S. is coming from multicultural consumers—and your marketing increasingly has to be more attuned to multicultural perspectives to be effective. This session will explore what this means for the development of an e-retailer’s digital marketing mix, the execution of digital marketing campaigns and appropriate customer service needs. It will address why e-retailers should care about multicultural shoppers, identify U.S. demographic profiles and their projected growth, address the marketing dynamics of multicultural shoppers, and what an e-retailer should know about servicing multicultural shoppers online.

Incorporating AI-Powered Chatbots into Customer Service Operations

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Retailers are increasingly using bots—intelligent software that can converse with customers—to answer questions, and about 25% of customer service and support operations will use AI to engage with customers by 2020. In this session, two online retailers using chatbot-based customer service will share the pros and cons of using bots, how customers have responded to them and how they’ve modified their customer service team structure as a result. Attendees will gain an understanding of the costs—or cost savings—associated with chatbots, the service impact and the long-term value of AI-assisted bot technology. The session will also include a review of the different chatbot technologies available for retail use.

Boost Margin on More with Dynamic Pricing

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Keefe Lee, VP, Strategy & Design, Bounteous

Matt Bertulli, CEO, Pela

Dynamic pricing uses price as a way to appeal in different ways to targeted online customers. Get it right and it lets retailers drive higher margins on more products with more site visitors. Join this session to learn how and when different strategies for dynamic pricing – such as peak demand pricing – are most successful. Our speakers will also cover how to handle cross-channel price-matching and other issues that keep more retailers from experimenting with this powerful yet underused strategy.

11:30 AM - 1:15 PM

Lunch

1:15 PM - 1:45 PM

Going All In: Why I Stopped Marketing My Site to Focus on Amazon Instead

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It used to be that an entrepreneur who wanted to run an e-retail business launched an e-commerce site and processed orders through it. More recently, a common sales channel extension was to join Amazon or eBay and sell through those marketplaces as well. But another type of e-commerce entrepreneur has emerged: those who are shuttering their e-retailing sites to focus all their efforts on maximizing sales through marketplaces. In this session, attendees will hear from leaders of these “shadow e-commerce” operators on their marketing and selling strategies and how they drive profitable sales through leading marketplaces.

Mastering Margins on Marketplaces

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Alison Held, Product Manager, ChannelAdvisor

Multimedia Storytelling Strategies for Social Media

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Stories, the multi-faceted photo/video posts available on Instagram, Facebook, Snapchat and elsewhere in the social media realm, are where social marketing is headed. But the format only works if retailers can tell a good story that catches a consumer’s attention and leads to a desired action. This session will showcase what works and what doesn’t in Stories published by brand and retail marketers, how advertising within the Stories format works, and its ROI.

Global Access: How Niche Online Retailers Can Reach the World’s Consumers

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Mike Cregan, CEO, Butler Luxury

The globalization of online shopping has spawned a coterie of service providers who can not only deliver orders worldwide, but in many cases handle such tasks as language translation, customer service, taxes/duties and returns processing. No matter where in the world customers are, there’s a way to reach them. In this session, two specialized U.S. online retailers share how they are growing sales to consumers all over the world, providing takeaways applicable to attendees on how they may try to expand their reach.

How Visual Search Complements Text-Based Search – Now, and in the Future

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Visual, Ai-powered search onsite and in-app lets shoppers use images to indicate the products and product features they want to find, accelerating the path to purchase when pictures can do the job more quickly and more accurately than text. Join us for this session to learn what it takes to implement visual search effectively on a site, why automating merchandising to mimic how people often think about products – visually--speeds customers to what they want, and the benefits gained by both merchants and online shoppers.

1:45 PM - 2:15 PM

Using Amazon as a Stepping Stone: Gaining Exposure for a New Product

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Launching a brand is no easy task, but the web—and Amazon in particular—can grant the exposure and reach a new brand needs to make it. The 4-year-old Amazon Exclusives program gets brands with innovative, new products the exposure they need to grow—in exchange for letting Amazon be the only seller of the product online and for a greater commission on sales. The marketing platform has been a launch point for several recognizable brands that have gone on to gain wider distribution and success. In this session, a brand owner will share how she used the Amazon Exclusives program to market test her product and gain the exposure and unit sales that then enabled her to find broader product distribution.

The Biggest Niche of all: Apparel Marketplaces Burst Forth

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Marshall Porter, President, Spring

The largest category for sales online is apparel—27% of apparel sold in the U.S. is sold online—and dozens of specialized apparel marketplaces have come online in recent years, such as Tradesy, Spring and Jane. As Amazon and other mass marketplaces increase their apparel SKUs, these marketplaces offer an antidote of style-informed selections, often personalized for repeat visitors. In this session, find out how sellers, often newer brands or Main Street boutiques looking to extend online, are leveraging these marketplaces and creating a profitable revenue stream. Even if you do not sell apparel, the lessons and insights from this session will carry over, as niche marketplaces are emerging for many categories.

What you Need to Know to Drive Results From Podcasts

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Ryan Lane, Co-Founder, Dream Beard

Look around—chances are many people nearby are wearing earbuds and listening to podcasts. There are more than half a million active podcasts on iTunes, with more launching every day. The audience is there, and attentive. So, as marketers you have a choice. You can start your own podcast and add a voice to your business or brand, or you can advertise on existing programs. This session will explore the pros and cons of both choices and dig into the marketing ROI of podcasts.

The Landmark Tax Decision: What You Need to Know Now

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Scott Peterson, VP, Tax Policy, Avalara

The Wayfair decision by the Supreme Court in June 2018 changed the tax rules online retailers have operated under for decades. Since then, there’s been more confusion than clarity on what sales taxes online retailers have to collect where, and how to even approach doing so. This panel discussion will bring together online sales tax experts and e-retail executives to address the current state of online sales tax collection, the strategies online retailers are currently deploying to comply and the way forward.

Reward Your Customers Right

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Rewards such as discounts and special deals appeal to shoppers and stoke them to come back to spend even more on your site vs. your competitors’, but it’s up to every retailer figure out the rewards program that most motivates its customers. Our speakers will discuss which rewards program features – such as Amazon’s Prime membership free shipping offer—are most effective at keep customers buying on repeat.

2:15 PM - 3:15 PM

Break

3:15 PM - 3:45 PM

Subscription E-Retailing: Yea or Nay?

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Subscription e-retailing isn’t for everyone, but that hasn’t stopped just about everyone from trying to apply the sales model in some way. This session will take apart the subscription e-retail model, examining the pros and cons, profit potential, and the categories where it has a greater likelihood of success or failure. It will highlight subscription e-retailing’s success stories and flops, and how a subscription model may be incorporated into a broader e-retail sales strategy.

Understanding Your Online Tax Obligations in Marketplace Sales

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Jason Boyce, Co-Founder & CEO, Dazadi

Michael Fleming, CEO, Sales Tax and More

A lot remains unclear in the wake of the U.S. Supreme Court’s decision to permit states to demand online retailers without a local presence to remit sales tax on purchases made by residents. Another wrinkle is added when factoring in sales made at arm’s length on marketplaces. This session will look at how the changing state-by-state laws affect marketplace sellers, what sellers ought to do to be in compliance and the role marketplace operators have in the equation. It will also look at what marketplaces are doing to level the playing field with foreign sellers that typically don’t collect tax.

Driving Sales by Using Social Data

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Linda Sestrick, VP, digital marketing, Perry Ellis International

Google, Facebook and other marketing platforms enable retailers to leverage their customer databases to target advertising online. But each platform is different, both in the mechanics of how it’s done and the effectiveness of the formats to drive sales. This session will look at how retailers are developing effective campaigns that use their own data, the data held by social media platforms, and amplifying it to a data-targeted audience. Attendees will learn what it takes to drive results via advanced targeting tools, such as remarketing lists for search ads and Custom Audiences.

Are Local Online Delivery Services Worth It?

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With the growing gig economy, Instacart, Shipt, Postmates, Spark, Google Express—and even Uber and Lyft—offer speedy delivery of goods ordered online but typically fulfilled from local shops, especially grocery or mass merchant stores. Merchants can engage these services to supplement traditional fulfillment. This session will provide a cost/benefit analysis of engaging with online delivery services and explore whether they are a viable short- or long-term solution.

Not Just for Stores: Visual Merchandising to Dazzle the Online Shopper

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Your online customer wants to be wowed. Merchants must master a fast-evolving digital toolset to excel in visual merchandising for online shoppers, or get squeezed out in fierce competition. This session will cover top examples of attention-grabbing e-commerce merchandising. Join in to see how leveraging digital display techniques -- such as rotating carousel images like those in popular ad formats on Google and Facebook, and video/audio to amplify product description -- compel consumers on phones, tablets and desktop toward checkout like in-store merchandising leads shoppers to buy.

3:45 PM - 4:15 PM

Omnichannel Pursuits: Leveraging Stores to Satisfy Online Shoppers and Increase Profit

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Bill Quinn, Vice President , Hibbett Sports

Hibbett Sports, which operates more than 1,000 stores in smaller U.S. cities, came late to e-commerce, launching online sales in fall 2017. But coming late meant it was able to more smoothly implement an omnichannel sales strategy other retailers learned only by experience. Effectively omnichannel from its digital start, the retailer will share key performance metrics and its ROI goals for omnichannel selling, assess its profitability on omnichannel sales through the lens of its operational savings, such as on shipping fees, for orders shipped short distances or where customers make the journey to the store.

Online Marketplaces Marketing: Amazon and Beyond

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Karen Kang, CEO, Clear Influential Marketing

Jon Sefton, Founder & President, BHFO, Inc.

James Thomson, Partner, Buy Box Experts

In this session, advertising managers from two marketplace sellers will share their marketplace advertising strategies, including choosing which products to promote and where, their strategies for bidding or buying the different types of advertising, and how they track ROI.

How Artificial Intelligence is Automating Marketing

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Ken Natori, President, Natori

From ad creation to placement to getting the solid ROI every marketer needs, artificial intelligence—and its sister deep learning—is driving positive changes in digital marketing. This session will examine how AI-powered marketing technology tools and platforms can help create and automate effective, nearly hands-off digital marketing programs for e-retailers. Online retailers will share their experiences in putting these programs to work and fine-tuning them to work toward business objectives.

The Return Burden: Spinning Returns into a Positive Experience

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Online shoppers return billions of dollars’ worth of merchandise each year because products didn’t match their expectations, or they just changed their mind. How an e-retailer services returns can be the deciding factor whether a customer buys again or goes elsewhere. This session will reveal the latest industry data on the growing prevalence of offering “free returns” and the upfront cost of doing so, juxtaposed against the long-term value of a retained customer.

Putting One-to-One Personalization to Work

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Karl Wirth, CEO & Co-Founder, Evergage

Anna Cole, Director of Global D2C Digital Platforms, Carhartt

By the end of the year, companies that have fully invested in online personalization will outsell those that haven’t by 30%. Responding to each shopper’s unique preferences and intent across channels is key to building customer loyalty and driving sales. This session will cover how Carhartt built a real time, right-now “omni-personal” system and supporting technology that delivered results including a 23.5% campaign lift. Our speakers will address using data to create customer-specific, on-the-spot personalization and using AI to keep optimizing.

4:15 PM - 4:45 PM

Why are Big, Profitable Retailers Working with Amazon?

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Nike, Carter’s, Best Buy, Chico’s, Estee Lauder, Kohl’s, Fruit of the Loom, and others—including some that only a few years ago wouldn’t consider selling to or through e-retailing’s leader—are finding a way to make working with Amazon work for them. Whether marketing Amazon’s products in their stores or selling goods through Amazon (including Amazon-exclusive product), many established retailers are developing cautious relationships with Amazon. This panel discussion brings together retail executives and thought leaders to discuss major brands and retailers’ strategies for working with Amazon and the long-term potential and effect of doing so.

From Online Retailer to Online Marketplace: Launching a Marketplace

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Adrien Nussenbaum, CEO, Mirakl Inc.

Sophia Tsao, Chief Marketplace Officer, Newegg

Selling on marketplaces is one strategy. But large online retailers are employing another strategy to create a new revenue stream: launching their own marketplace and collecting a commission when they facilitate a sale. Albertsons, Overstock.com, Newegg, Asos, Groupon, Crate & Barrel and Urban Outfitters are just some of the Top 500 retailers that operate their own marketplaces to capitalize on traffic and fortify revenue streams. In this session, expert speakers will share what it takes to turn a site into a marketplace, the risks and rewards of inviting others into your sales platform and the long-term implications of operating as a marketplace.

The Right Message in the Right Place at the Right Time

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Jerry Jao, CEO & Founder, ReSci

Adriana Kwicinski, Digital Marketing Manager, Birdies

Retailers want to catch consumers when the timing is right—when the consumer is looking and a message won’t be intruding or distracting. This session will look at the new technologies available to pinpoint when to send an email, push notification or other alert, and at the results retailers are seeing by optimizing their timing.

On Time and on Budget: Yes It’s Possible

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Marta Dalton, Global Director of Ecommerce, Unilever

Alicia Phillips, Ecommerce Business Manager, Ghirardelli

It’s a common tale in the e-commerce world: projects going over budget and over time. Here retailers will walk attendees through what they learned over the years about how to approach e-commerce technology project in a realistic way, questions to ask their operational teams and vendors and offer lessons learned from mistakes they have made. Attendees will get tips for staying on budget and on time with e-commerce technology projects and receive advice on vetting vendors.

Merchandising Around Out of Stock to Save the Sale

View Description

Ujjwal Dhoot, CMO & CPO, FSAStore.com

Mohit Maheshwari, Partner, NMG Technologies

An online shopper’s discovery that  a searched-for product is  out of stock is a lost opportunity for the merchant.  Frustration can drive shoppers to another site, leaving a trail of disappointment with the brand in their wake – but it doesn’t have to be that way. It’s all about narrowing the gap between the expectations your site sets up for shoppers around current inventory status and what your site is able to deliver. This session will highlight how merchants can handle out-of-stocks online to retain shoppers’ future business, and even direct them to other in-stock products in a way they’ll be receptive to. 

Friday, June 28

Get Found Fast: Search Tactics That Get ResultsBreakout Tactics for B2B SellingWebsite Design to Power Profits Workshop

8:00 AM - 8:30 AM

Break Down Silos to Exploit SEO Edge

View Description
Competitors with big budgets for search often fail to break down silos within their organizations – creating a David v. Goliath edge for you. Our search expert will illustrate how to leverage big data tools to uncover time-sensitive opportunities in SEO and how to break down your own internal silos so you can recognize and exploit cross-channel opportunities to optimize search campaigns.

Welcome & Intro

View Description

Paul Demery, Editor, B2BecNews

B2B E-Commerce News editor and workshop chair Paul Demery will pinpoint some of the biggest shifts to emerge in Vertical Web Media’s proprietary data on B2B E-commerce since its research start three years ago. The contrast between then and now, and seeing how B2B e-commerce has evolved already sets the stage for this workshop’s practical advice and future forecasting.

Analysis of Exclusive Market Research from Internet Retailer

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Don Davis, Editor at Large, Internet Retailer

To kick off the day, our workshop chair will share exclusive research findings from Internet Retailer’s design report. We’ll explore website design trends taking shape, solutions to persistent challenges and a few missteps that will be instructional for all. Attendees will learn how to prioritize new initiatives to ensure website design turns browsers to buyers.

8:30 AM - 9:00 AM

Optimizing for Voice Search

View Description

Eric Enge, General Manager, Perficent Digital

Jordan Silton, Director, SEO Marketing, Apartments.com

Half of all searches will be voice-based come 2020, according to industry predictions. Because digital assistants serve up one answer to a voice query – rather than a list of results as is done for text-based search – your site ranks first or you lose. This session will reveal the top factors in optimizing voice search rankings, such as page load time, secure HTTP and simple, succinct language. Attendees will learn tactics to improve chances of their voice search result being chosen, whether by Amazon’s Alexa, Apple’s Siri, Google’s Assistant, Microsoft’s Cortana or the next arrival in this fast-moving space.

8:15 AM - 8:45 AM

B2B E-Commerce: What's Cutting-Edge Now

View Description

Penny Gillespie, Research Vice President, Gartner

A top industry analyst will sort out which new digital trends and technologies deliver the most value to B2B online sellers. Manufacturers, distributors and wholesalers charged with succeeding in e-commerce must choose well from an ever-growing universe of technologies and systems. Our speaker will cover what online sellers should have in place right now to stay on top and what’s on the horizon, assessing personalization driven by artificial intelligence, internet of things systems to streamline inventory management and more.

8:15 AM - 8:45 AM

PWA or Native App? The Great Debate

View Description

Wilson Kerr, VP Business Development and Sales, Unbound Commerce

Frank Fornaris, General Manager, ProStockHockey

Higher conversion rates are a shared goal of most retailers and slow pageload times play a big role in suppressing this important metric for mobile commerce success. Progressive Web Apps (PWAs) seem to offer a new way to turbocharge your mobile web offering (with some of the best aspects of native apps), but many retailers are not clear on the differences between these two options. Does having a PWA negates the need for an app? Our speakers will give a crash course on the differences and pros/cons of PWAs vs apps and how to take maximum advantage of these new conversion-lifting options.  

9:00 AM - 10:00 AM

Who’s Up Next? Your Site’s SEO Analyzed Right Now

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Stephan Spencer, Co-Author, "Art of SEO"

Attendees queue up at the mic for this one to volunteer their website URLs for an on-the-fly assessment of SEO proficiency. Our search expert analyzes strengths and weaknesses in professional and respectful fashion to call out excellence to emulate and common mistakes to avoid. The powerful takeaways are specific recommendations to improve your SEO – refinements every website can deploy for better results.

8:45 AM - 9:15 AM

Mythbusting: Transitioning from B2C to B2B

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Jerry Bernhart, Principal, Bernhart Associates

Meeta Kratz, Vice President, Brady Corporation

With unemployment rates at the lowest levels in a generation, employers in many markets are struggling to find workers with B2B ecommerce experience for their mission-critical positions. Faced with candidates who have B2C experience, they worry that knowledge won’t apply to the B2B environment. And those with B2C ecommerce experience may avoid B2B opportunities because they believe it’s not “sexy” enough, or that B2B marketing requires an entirely different skill set. This session challenges myths that exist about making that transition. We’ll answer questions such as what are the significant differences between the B2C and B2B markets ( such as scale, a more complex purchasing process, firewalls, customer-specific pricing etc.)? As a hiring manager, what are  the key questions you need to be asking to effectively evaluate candidates with B2C backgrounds who are applying for your B2B jobs? As a job-seeker, what are the specific skills and attributes required to successfully transition from B2C to B2B? And is it a boost to your marketing career to have both?

8:45 AM - 9:15 AM

Virtual Try-on Design: Retailers Win When Shoppers Know Exactly What They're Buying

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Carson Finkle, CEO, Tenth Street Hats

Vince Cacace, CEO, Vertebrae

Online shoppers return billions of dollars’ worth of merchandise each year because products didn’t match their expectations, or they never buy at all because the merchant’s site images or descriptions didn’t give them the information they need to make a confident purchase. In this session, we’ll look at how augmented reality-based site technology can assist in changing these dynamics. It will examine how merchants can get started creating AR assets and at how and where to display them on the site where they will have the most impact driving conversions. A merchant experienced with AR will share a case study on how adding AR affected sales and customer engagement, and contributed to lowering returns.

10:00 AM - 10:15 AM

Break

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9:15 AM - 9:45 AM

Marketplaces: Amazon Business, or Amazon.com - Or Other?

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Jeff McRitchie, VP, eCommerce & Marketing, Mybinding.com

Joe Caldwell, eCommerce Manager, SIM Supply

Veterans of selling through Amazon and other marketplaces will share their strategies for deciding what to sell through which marketplaces—including the differences between selling through Amazon Business and the Business-Industrial-Scientific section of Amazon.com. Our speakers will cover how to decide which marketplace opportunities are best for your business and how to get the most out of the ones you choose.

9:15 AM - 10:15 AM

Mics Are On! Attendees Step Up for Live Site Reviews

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Josh Levine, Chief Experience Officer, Cake & Arrow

IRCE attendees have the opportunity to get personally involved in the workshop. In this session, members of the audience are invited to step up to the floor mic, offer their website URL and we are off to the races with spontaneous critiques! An attendee’s website is displayed on the big screen and our astute, fast-on-their-feet design experts dissect each site’s strengths and weaknesses from a design and usability perspective. This session is fast-paced so we can accommodate as many website reviews as possible. Critiques are professional, instructive and include smart fixes and recommendations to improve aesthetics, navigation and overall effectiveness so design can do its part to captivate and convert shoppers.

10:15 AM - 10:30 AM

Aligning Your Strategy with New Search Trends

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Zak Stambor, Editor, Internet Retailer

More than half of all online product searches were done on Amazon – not Google – in 2018 while at the same time, “near me” mobile searches have exploded on Google – rising 200%. The eye-popping new metrics keep coming and reveal new opportunities to refine your search strategy. In this session, Internet Retailer editor Zak Stambor will disclose proprietary new findings on search.

9:45 AM - 10:15 AM

Merge CRM and Personalization to Boost B2B Sales Online

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Mark Brohan, Director B2B E-Commerce Research, B2BecNews

Steve Martinez, Senior Director, Digital Commerce, Univar

Conversion rates are up at our speaker’s distribution company since it moved to a new e-commerce platform designed with a personalized portal for integration with its CRM software. Join this session to hear how customers are interacting with personalized content and service, how the integration with CRM helps it to better understand customer needs and how giving B2B buyers an online experience geared to their unique requirements increases sales.

10:15 AM - 10:30 AM

Break

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10:30 AM - 11:00 AM

Get on the Map: Local Search

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This session will walk attendees through the process of establishing your presence and building trust with search engines so your listing pops to the top of local search results. Our expert speaker will also dissect opportunities with Google’s expanded store visits reporting for AdWords/Google Ads that enables e-retailers of all sizes to see in-person visits to their physical stores, along with conversion tied to other activities such as phone calls and website visits. Armed with this data, merchants can adjust marketing spend to capitalize on high-performing stores or boost those locations needing a little help.

10:15 AM - 10:30 AM

Break

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10:30 AM - 11:15 AM

Broken and Asymmetrical, Yes, These are Good Things

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Kellar Williams, Creative Director, Fluid

Matt Corey, Chief Marketing Officer, PGA Superstore

Sometimes called “broken grid” or “broken layout,” this approach to website structural design is not a problem to fix but rather an alternate path to consider. Innovative designers are experimenting with an approach that effectively breaks the traditional grid system that governs website function while still preserving a hierarchy with planned asymmetry. It’s a form of controlled chaos that delivers unique and unforgettable visual effects. This session will start with a self-assessment to determine if this approach can work for your brand, how to transition from your established grid foundation while maintaining order to achieve new, exciting effects such as animation, a parallax scrolling (a layering technique) and inventive new ways to play with white space and vibrant color.

11:00 AM - 11:45 AM

The Data Science of Google Shopping Biases

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Nik Rajpal, VP of Marketing Sciences, Exclusive Concepts

Your Google Shopping account is begging you to learn some new tricks. Simply adjusting bids at the product level and tweaking a negatives list is becoming really stale. And sticking to the mundane, classic data that is produced within Google Ads is archaic in today’s data-driven world. It’s time to infuse some serious data science back into your Google Ads management approach. This presentation will address the “whys,” “hows” and “what to dos” regarding the many biases that impact your product performance, such as device, user type, audience influence, seasonality and price advantage.

10:30 AM - 11:15 AM

Grow Your Top Line By Doing What Amazon Can't

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With Amazon Business and so many other competitors angling for market share and offering products similar to or even the same as yours, commoditization is always a risk – and it’s a race to the bottom. Mitigate the competitive threat by expanding your value proposition. In this session, discover how to diversify your revenue streams and offerings through services, subscriptions and alternative channels. We’ll hear from a B2B company that found success with that strategy by adding new offerings beyond its traditional capabilities.

11:15 AM - 11:45 AM

It’s the Law – Ensure Your Site Design is in Compliance

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Being attractive and intuitive are nice but there is a lot more to rock-solid website design. Enter ADA and COPPA and GDPR. Compliance with various laws to ensure access and data security is not merely a nice-to-have. E-retailers that don’t prioritize compliance risk alienating shoppers at best, and lawsuits at worst. Even the European Union’s General Data Protection Regulation (GDPR) that took effect in 2018 impacts U.S.-based websites just as the Americans with Disabilities Act (ADA) and the Children’s Online Privacy Protection Act (COPPA) do. Attendees will come away from this session with a better understanding of their compliance status and will be able to identify areas in need shoring up to operate within the law.

11:45 AM - 12:15 PM

Picture This: Integrating Visual Search

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The younger your customers, the more likely they expect visual search to help find the items they want. In this session, attendees will learn how to use visual search to make product recommendations, cross-sell and optimize to give shoppers access to their total inventory – not just the most-searched, most-popular items. Compare the benefits of enabling shoppers to upload their own images – to find lookalike styles such as “A-line” dress – with the benefits of graphic icons shoppers use to specify product features like “armrest” in the furniture category. Hear how one retailer piloted visual search and the results achieved.

11:15 AM - 12:00 PM

Power up Your Sales Reps with Digital Tools

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Justin Racine, Director of Marketing & eCommerce, Geriatric Medical

Karie Daudt, Senior Commece Consultant, Perficient Digital

Today’s best B2B sales reps are consultants, not order-takers. As more customers place their own orders directly online, B2B companies must drive more value out of sales calls by putting digital tools such as instant custom quotes in reps’ hands before, during and afterwards. This session also will cover how companies can use online dashboards to measure sales performance per SKU online to validate sales forecasts, inventory planning and more.

11:45 AM - 12:45 PM

Stop Stopping Shoppers with Friction — Fix That Checkout

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E-retailers are so familiar with their own websites—logic, taxonomy and quirks—that they are blind to obstacles hindering sales, namely shoppers’ ability to submit a product order easily and with confidence. In this session, an expert speaker who conducts website navigation and usability research with live test subjects, will show some of design roadblocks merchants can remove to reduce friction and capture the sale.

12:15 PM - 1:00 PM

New Google Ad Tactics that Give You a Competitive Edge

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Brett Curry, CEO, OMGCommerce

Jared Mitchell, Co-Founder, Skincare by Alana

New ad formats, targeting options, and smart campaigns continue to evolve and make life interesting for paid search advertisers.  In this talk we’ll explore three paid traffic super powers that give you a leg up on the competition.  We’ll look at how the proper use of YouTube ads can help boost search and shopping ad performance and we’ll also lay out new Google Shopping formats, discussing which to use in different situations.  We'll look at the latest new ways to leverage smart bidding options and smart campaigns while still maintaining control.

12:00 PM - 1:15 PM

Live Critiques for B2B Ecommerce Sites

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Lori McDonald, President & CEO, Brilliance Business Solutions

Matt Glaze, Director, UX, Lyons Consulting Group

To gain and keep customers, your B2B e-commerce site needs to find solutions to customers’ business problems and not simply sell products. Is that what your site provides? This session features live site critiques by two top B2B e-commerce web designers and strategists on B2B sites volunteered from the audience. Find out if your site (or those of your competitors) is all it needs to be, and capture missed opportunities with a more effective design.

1:00 PM - 2:00 PM

Boxed Lunch

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