Chairperson’s Opening Remarks

Fred Felman CMO MarkMonitor

Making Online Shopping Easy

Jacob Hawkins SVP of Change Management Overstock.com

The online retail space has drastically changed and evolved over the past ten years.  To succeed in the competitive world of online retail, merchants must listen to their customers.  Jacob will take you through Overstock.com’s customer satisfaction journey and highlight key lessons learned along the way.

• Listen to your customers
  
• Remember the difference between revenue and satisfaction
  
• Develop website strategies that exceed your customer’s expectations
  
• Don’t forget about fulfillment and customer service
  

“Buying In – The Secret Dialogue Between What We Buy And Who We Are”

In his session, Rob will explore the complex, subtle and changing interactions between consumers and the products consumed. He’ll focus on his documentation between commerce and culture (and various subcultures), inviting the audience to explore more fully how they are interwoven. Using illustrative case-studies, Rob pushes listeners to think about modern consumer culture and the way we live now.

CMO/SVP Panel: Linking Site Usability Improvements & Customer Engagement Activities To Drive Improvements In The Customer Experience

	Kevin Ertell SVP, E-Business Borders, Inc.
	Finlay Robb CMO LEGO
	Jacob Hawkins SVP of Online Marketing Overstock.com
	Adam Michelson Director of Ecommerce Optaros

• Determining the factors of usability that directly and indirectly affect the customer experience
  
• Conducting a usability audit
  
• Understanding and ranking your feedback to determine key future priorities and low hanging fruit
  
• Utilizing multi-variate scenarios to test site functionality and identify underperforming areas
  
• The fun factor: Constantly evaluating new ideas to keep the experience fresh, new and fun
  
• What web 2.0 applications are must-have’s for every business?
  
• Combining technology and operations to consistently evaluate and improve your shopping experience

Finding Ways To Tap The Nearly $1 Trillion U.S. Hispanic Market

	Will Fleming CEO MotionPoint
	Ana Grace Ecommerce Site Manager Best Buy

• Offline Efforts
  
  • Initial Hispanic Outreach
    
  • Improved Outreach Efforts
    
  • The Case for More
    
• Launching espanol.bestbuy.com
  
  • Site Requirements
    
  • Vendor Options and Selection
    
  • Building the Experience
    
• Initial Learning and Insights
  
  • If You Build It, They Won't Come
    
  • International Draw and Issues
    
  • Need for Localization?
    
  • Customer Response
    
  • Next Steps
    

Eve & The Serpent: What Went Wrong With That Transaction?

Pinny Gniwisch SVP Marketing Ice.com

• The evolution of commerce and how it is drastically changing
  
• The long tail; is that just a catch phrase?
  
• Push and pull; does the customer rule?
  
• Is Social networking ripe for picking?
  
• Web 2.5; where are we going?

Chairperson’s Remarks

Julienne Hood Director of OutSearch Advertising.com

Panel Discussion: Creating A Multi-Channel Strategy That Unites Your Channels & Supports The Customer Experience

	Chris Poad Head of E-Commerce OTTO Group
	Kevin Flynn SVP Marketing Finish Line
	Brad Wolansky Vice President, E-Commerce The Orvis Company
	Meyar Sheik CEO Certona

• Developing incentive-based, cross-channel strategies to promote your strategy internally
  
• Understanding the impact of one channel on another
  
• Determining a plan that increases brand awareness and customer loyalty simultaneously
  
• Structuring your organization to effectively support a customer-centric business model
  
• Listening to your customer: Finely tuning the various channels based on customer feedback & client surveys
  

Real Time Decision Modeling To Dramatically Increase Sales Conversions

P V Kannan CEO & Co-Founder 24/7 Customer and Retail Client

Companies are spending millions of dollars to attract prospects in several channels including the web, phone, email, direct mail and events. The challenges however range from understanding the customer’s buying preferences across channels to improving the efficiency of conversion rates. This is a function of getting insights into consumer behavior at each stage of the sales cycle and creating an operationally efficient model that will maximize the Return on Investment. The model allows a significant increase in sales conversions as a result of a scientific process involving:

PREDICTION: Develops a “propensity to buy” score for every prospect through a real-time scoring model

INTERVENTION: Empowers accurate intervention at the right time, with the right sales agent and the right offer

Making Your Channels Work Together To Improve The Customer Experience

Sally Babcock SVP Marketing Photos AG Interactive

To maximize the benefits of being a multi-channel brand, you must do more than simply sell products through different channels. You need to define what your core values and competitive advantages are, and then be able to provide your customer with a consistent and innovative experience across every point of contact. Sally will examine how cross-channel integration combined with eCommerce innovation can drive your business.

• Expanding your business model to include additional channels
  
• Exploring the difficulties of integrating new channels, both from a corporate buy-in and a communication perspective
  
• Taking channel integration to new levels to optimize reach, customer interaction and campaign performance
  
  • Assessing technologies that provide more innovative ways for customers to interact with your brand online
    
• Understanding how your channels tie to the customer experience
  
• Providing a consistent experience across channels
  

Maximizing Your eCommerce Efforts Through A Site Redesign

When is the right time for a redesign? And how do you go about identifying your strategic goals? Sarah will take you through the process of setting their vision, planning ahead, and overcoming many of the unforeseen obstacles. She’ll also discuss how they employed customer feedback into their strategy to ensure they were including the most relevant functionalities.

• Creating a roadmap for managing this major project
  
• When do you launch?
  
• How long will it take to adjust?
  
• What obstacles can you avoid?
  
• Building better features and functions to increase ease of use, enhance your cross-selling capability, increase speed and ultimately overshadow your competition
  
• Simplifying the sale as your ultimate goal: Reducing the amount of customer clicks that it takes to generate revenue
  
• Maximizing your results by aligning performance, usability and design

Chairperson’s Remarks

Adam Michelson Director of Ecommerce Optaros

Building A Customer Focused Culture

Jane Judd Senior Manager, Customer Loyalty Zappos.com

Zappos is powered by service – their goal is to provide the best online experience possible. Can you imagine providing free shipping both ways, 365-day returns and fast, reliable fulfillment – while still generating profit?! Jane will help you understand how you can become more customer centric to almost immediately spike your repeat customers and average order size.

• Understanding the power of repeat customers & word of mouth
  
• What is customer service?
  
• What customers see
  
• What customers experience
  
• What we do internally
  
• 10 tips for building a service-focused culture

A Sinfully Engaging Shopping Experience

	Randi Barshack VP WW Marketing Mercado
	Laurie Eady Marketing Director Frabric.com

Mercado is the leading eCommerce site search, merchandising and storefront solution provider to more than 200 multi-channel, pure-play and SMB Internet retailing brands in the United States, Canada and Europe. Mercado enables a rich shopping experience and equips eCommerce professionals with a powerful platform on which to execute merchandising strategies and ignite revenue growth. As a result of deploying Mercado's software and on-demand solutions, online retailers commonly realize immediate and significant increases in conversion rates and average order value (AOV). Macy's, Williams-Sonoma, Overstock.com, REI, Sears Holdings Corp., GUESS?, Inc. and B&H Photo-Video are some of the retailers benefiting from Mercado's solutions.

Panel Discussion: Ensuring A Successful Affiliate Program That Is Based On Site Analytics

	Josh Greene Director, Online Marketing Discovery Communications
	Jay Greenberg Director, eCommerce Spencer Gifts
	Ken Mohn, Jr. Vice President of Internet Marketing PepperJam Network

• Focusing on performance: Creating a performance driven contract as a critical first step
  
• Constantly evaluating the revenue generated by your affiliates and understanding the relationships opportunity cost
  
• Utilizing the data of your affiliate partners to identify specific areas that are driving conversions
  
• Incorporating the knowledge of your affiliates back into your own eCommerce initiatives

Driving Traffic With Product Specific Ads

Andy Epperson Director of Fulfillment Amazon.com

In many categories, driving traffic to your website and your products requires successful integration of comparison shopping engines into your product mix. Cost-per-click and cost-per-action advertising models are powerful, but failure to optimize these campaigns can easily result in lost opportunity through higher cost for traffic as well as lower conversion.

• How driving product specific traffic differs from just driving traffic
• Determining what products to advertise and what product information to use
• Discussion of the differences between the major comparison shopping engines
• Should you outsource it? (and what questions to ask to decide
  

Chairperson’s Remarks

Tim Callan Vice President of Marketing, SSL VeriSign

Panel Discussion: Examining Alternative Payment Methods That Generate High ROI’s

	Marwan Forzley CEO eBillme
	Deborah McPhillips Director, Financial and Operational Analysis Crutchfield
	Tony Ellison President Shoplet

• Strategies that enable customer trust in a time of increasing fraud
  
• Exploring the alternative payment options that are winning trust
  
• How many payment options is too many?
  
• When do you risk cluttering up your cart with different options?
  
• What is the ROI of what you have available in your checkout?
  
• Examining the long term viability of newer payment options
  

Bluefly Case Study: The Do’s And Dont’s Of Implementing “Scrum”

Matt Raines VP of Technology Bluefly.com

Thinking about going Agile? Are you wondering how it will affect your operations throughout the implementation cycle? Bluefly made the decision to go Agile – Matt will show you how they did it, and highlight the mistakes they made along the way.

• Taking a look at the business implications that went into the decision to implement Scrum
  
• Uncovering the unforeseen obstacles that arose during the implementation process
  
• Examining how “Scrum” will make your IT project Agile
  

Utilizing Social Engagement Tools To Build Long Term Customer Value

Wade Jones Director of Online Experience Golfsmith

Online retail has seen a major shift in the past few years as social networking tools have taken retail by a storm. If you aren’t giving your customer a voice, then how do you know what they want? Goldsmith has been a big promoter of customer engagement and is fully utilizing reviews to not only understand their customers’ needs but to also generate revenue. Wade will talk about the various ways that they are engaging and listening to their customers while tracking the benefits (and costs) to their business.

• Examining your customers site and purchase behavior
  
• Tracking your customers throughout their social networking activities to find out where they tend to engage
  
• Evaluating activities that provide customers with an outlet to take an action with your company
  
• Purchasing and recommendation behavior
  
• Offering customers the opportunity to participate in an open forum discussion with other customers on your website
  
• Asking customers for product reviews and integration stories that can lead to new product usage models and internal product development
  
• Obtaining potential insight into product development for your company or industry trends to watch
  
• Requesting consumer feedback about your brand and responding to feedback in a translucent manner
  
• Getting your customers to interact with your brand in a way that can manifest back to your P&L
  
• Evaluating brand-building marketing initiatives versus ROI-driven initiatives and the long-term value of those initiatives
  

A Marketer’s View Of The Supply Chain

Lou Weiss VP & GM Vitamin Shoppe Direct

• When you’re out of stock, your conversion rates and AOV go down.  Are you wasting your PPC advertising budget and email inventory without knowing it?
  
• Should Direct have a separate inventory?
  
• Your Supply Chain people don’t speak “e-commerce” – they speak “retailer”; how to make yourself understood in a Retail Store-centric organization
  
• Why it’s imperative to ship orders quickly