E tail boston 2012 agenda

Boston
August 13 - 16, 2012
Sheraton Boston Hotel, Boston, MA
www.etailboston.com
www.theetailblog.com

Q4 Preparedness: Stay Ahead Of The Technology Curve
While Remaining Focused On Customer Experience Essentials
eTail Boston is the perfect sized online and multi-channel retail event
for you to meet your peers
• Give your holiday programs a jumpstart • Brand new interactive formats offer
- leave with over 205 e-commerce tactical tips for your online and multi-
tactics to gain your highest channel business
revenues ever in Q4 • Receive FREE one-on-one website
• More retail speakers than ever before critiques from leading innovators in retail
means more take-aways, more • Full days of content devoted to
networking and more benchmarking
today’s hottest areas - social media,
to maximize your most important
mobile and tablet commerce!
holiday season!

Join the conversation:

Lead Sponsors:

Organized by:

Register Today To Secure Your Seat! Call: 1.888.482.6012 or
1.646.200.7530 • Email: etail@wbresearch.com • Visit: www.etailboston.com

Boston August 13 - 16, 2012
Sheraton Boston Hotel, Boston, MA
www.etailboston.com
www.theetailblog.com

Why eTail Is Always
7 Reasons To Register Right Now
For eTail 2012 The Right Event For You
Here are some tips to ensure you don’t miss the tactical information and The eTail program tackles these
multiple opportunities for peer to peer networking at eTail 2012. Increase specific topics, with sessions focusing
market share, set your growth strategies for the remainder of 2012 and gain on user experience improvements,
a competitive advantage by registering today! personalization strategies, web
analytics, increasing conversion rates,
1 eTail Boston is the perfect sized event for you to shop for
solutions, network with retailers and leave with key learnings.
website redesign, customer
engagement strategies, content
Unlike all other industry events, which can be hectic trade shows management, social media and
with thousands of lower level attendees shuffled from room to room, commerce, the multi-channel
eTail focuses on quality first. customer experience, mobile
shopping and of course presents the
2 With brand new interactive sessions, free one-on-one
consultations and workshops, receive specialized solutions to all of latest pre-holiday results to shape
your pre-holiday challenges. your strategies for Q4 2012.

3 The event content, format and speaker faculty were put together by not Additionally, hear tactical
only months of research with retailers from every part of the industry, strategies outlining these areas:
but also steered by our retail Advisory Board of leading • User experience improvements
e-commerce and multi-channel executives. • Actioning customer data and
The eTail event team works for an independent research organization,
4
optimizing your spend
devoting 100% of its resources solely towards executing
industry-leading conferences. We aren't distracted by ad sales or
• Optimizing the multi-channel and
running an association. online customer experience
Mobile shopping, social commerce
5
•
Every session will offer a minimum of 4 tactical take-aways -
and finally…
that’s over 205 key take-aways.
6 Keeping the experience fresh so
•
Over 85% of the speaker faculty are retailers. your customers come back to
7 Meet your direct peers, from every aspect of the industry with even
more retailer-to-retailer networking opportunities than ever
you time and time again. These
topics and many more will be
before! covered on the 2012 program.
Gain competitive intelligence and
Every single speaker at eTail is REQUIRED to end their presentation with 4-5 benchmark your current marketing
key take-aways to ensure you leave with immediate, actionable strategies. and sales efforts to ensure your
busiest season provides the highest
That’s over 205 key take-aways, more than any other revenue numbers you’ve ever seen.
event! And after the event, we'll send you a report Only at eTail 2012.
with all these take-aways!

“I think there are some great interactions. The presenters have been really good. But in addition to that, having
this expo area and getting to meet folks from all the people who either are engaged in, want to be engaged in, or
have a perspective on retail and the business we’re all in, is really cool. It’s great to meet people that I didn’t know
we interacted with, but getting together, we’re thinking more about how we could work together. I’m going to
take some time to walk the floor here before I leave and really try to make sure that I’m getting the most out of
everybody being here. It really is a great group of people that you’ve assembled.”
- Bob Kupbens, VP, E-Commerce, Delta Airlines

Registration By Phone: 888-482-6012 or 1-646-200-7530 • Fax: 646-200-7535 • Email: eTail@wbresearch.com
2 Information: Web: www.etailboston.com or Visit us on:

eTail 2012 Special Events, Free Content And Interactive Networking
More RETAILER ONLY Networking Than Ever Before!

ETAIL SPECIAL EVENTS
Attend BRAND NEW networking activities and cocktail receptions
each and every day of the event
Monday, August 13th 6.45 PM: The eTail “Beer Garden” & Official
Cocktail Reception
5.30 PM: eTail Retailer-Only Card Swap Do you enjoy a nice cold one at the end of the
Networking Session day? After a day of constructive and solutions-
Don’t miss your opportunity to get in on the focused sessions, relax in eTail’s beer garden! Take
power-packed networking! Bring plenty of business advantage of an opportunity to network with the
cards, because you will need them! Back by most forward-thinking retail executives at the
popular demand, our “speed-dating” themed official eTail Reception. As a special bonus, eTail
networking card swap allows you to meet your features specialized beer tastings
peers in a retailer-only environment.

6.00 PM: Commencement Of eTail 2012 Wednesday, August 15th
Registration & eTail Official Welcome
Reception 1.15 PM: Concurrent Retailer-Only Networking
At the end of an action-packed Summit, join retail Sessions! Interactive Workshop And Private
executives in this relaxed environment. For those Lunches
just arriving, this is a perfect opportunity to get all This Invitation-Only, high-level networking
of your registration materials and jumpstart your opportunity is exclusive for eTail 2012! Designed as
networking during the opening cocktail reception. a brainstorming and networking workshop. This is
a Retailer-Only activity. Join our roundtable
facilitators and workshop participants at this
Tuesday, August 14th session. If you are interested in attending, and are a
qualified retailer, email Lori Hawthorne at
1.15 PM: Concurrent Retailer-Only Networking lori.hawthorne@wbresearch.com.
Sessions! Invitation-Only Workshop And
Private Lunch Hosted By Symantec & 5.55 PM: Retailer-Only Think Tanks
Invitation-Only Workshop And Private Lunch Enjoy quality one on one time with eTail retail
This Invitation-Only, high-level networking speakers in this Retailer-Only roundtable session.
opportunity is exclusive for eTail 2012! It is With multiple roundtables, each with a different
designed as a brainstorming and networking retail host and topic area of focus, tackle the
workshop for retailers. This session is a Retailer- hottest topics impacting retail today. One-on-one
Only activity. Visit www.etailboston.com for networking and relationship building with your
updates on participants! If you are interested in peers in a vendor-free zone!!
attending, and are a qualified retailer, email Lori For detailed information on Roundtable Hosts,
Hawthorne at lori.hawthorne@wbresearch.com. please visit www.etailboston.com.

Throughout the day on August 14-15, sign up for our BRAND NEW FREE WEBSITE CONSULTATIONS
with industry experts. For more details, visit www.etailboston.com.

FREE CONTENT & SOCIAL NETWORKING
FREE Content: The 2012 eTail Benchmarking Getting social with eTail
Study, Key Take-Away Report And More…
For FREE with your conference registration,
Have you visited the eTail Blog yet? Better yet,
receive the Brand New eTail Benchmarking
Join the eTail conversation on all of our social have you subscribed? We bring the experts
Study! Compiled from months of research and
networks. Additionally, gather real-time words and advice (from companies like Lucky
surveys with your peers, understand how
feedback with Live Streaming Twitter at the Brand Jeans, Macys, Hautelook and more)
retailers are spending their technology dollars
conference! And don’t forget to check out past straight to you. Subscribe for free and never
for the next 18 months. Additionally, if you’ve
presentation videos from keynote presenters, miss a beat – www.TheeTailBlog.com
missed any sessions at the 2012 eTail Palm
Springs event, receive the Post Show And Key available at www.etailboston.com, for free!
Take-Away Report, summarizing all of the
valuable “nuggets” attendees received at our
most recent conference.

3

Day 1 - Advanced Search Summit:
Tactical Best Practices In SEO, SEM and Site Search Monday, August 13th

Cover every aspect of Search in an interactive format with your fellow retailers!
Think you’re getting the most out of your search programs? Think again. With speakers from multi-channel to pure play, large and small, leave with
detailed strategies to maximize your programs and resources. Breathe new life into established search channels and network with your retail colleagues.
Why Register For The Search Summit?
• Receive hands-on tactical knowledge, as every single session offers at least 4 tactical take-aways
• Return to the office with dynamic optimization techniques for your PPC and organic campaigns

• Technical experts provide FREE consultations in an interactive environment during our 20-minute roundtable discussions

Get Your Search Challenges Solved By Expert Roundtable Moderators From:

SEARCHDEX
*Check www.etailboston.com for full speaker bios and program updates

7.15 Continental Breakfast & Conference Registration • How do you think consumer behavior may have changed in
regards to paid search listings?
8.00 Chairperson’s Opening Remarks • What is the current state of paid search? How is this impacting
Rahmon Coupe your current spend?
CEO • What are the implications for your search budget if paid search
YourAmigo is trending down?

8.15 KEYNOTE SESSION: Using Onsite Tools And Search 9.25 Kick Off Of Interactive Roundtables
To Improve SEO For Your Retail Business
Kevin Wallace 10.45 Morning Coffee & Refreshments
CTO/Co-Founder
National Builder Supply 11.15 Pre-Holiday Search Essentials: Breathe New Life
Into Your Paid Programs Before Q4
Heath Hyneman Erick Barney
CMO/Co-Founder VP Marketing
National Builder Supply Motorcycle Superstore
How do you find out what your customers are truly searching for Motorcycle Superstore has grown paid search over 95% YOY with
on your website? When optimizing your pages, how do you costs going up only 65%. The head of marketing at Motorcycle
know the terms for which you are optimizing are the terms your Superstore, Erick Barney summarizes his 10+ years of SEM
customers are truly using? The Founders of National Builder expertise leading up to these more recent developments. Prepare
Supply, a niche pure-play that grew their search program year for your busiest season, maximize your campaign structure, evolve
over year to, present the means maximize your SEO strategy and your keyword match type strategy and automate your data-feed
website content to drive conversion and save valuable budget ad building campaigns after leaving this session.
and resources. • Reorganizing campaigns into segments
• Understanding products have many different names depending
• Automating bid management techniques
on who is asking the question • Intra-account negative keyword strategy that puts long-tail
• Knowing long tail keywords your customer is after
into play
• Maximizing long tail keywords to convert your customers at a
• Evolving keyword match type strategy to maximize search
higher percentage visibility
• Tools and options for finding the proper ways to optimize your
• Applying keyword match-types to negative keywords
site and enable customers to find exactly what they are looking • Automating data-feed ad building campaigns
for effortlessly
11.50 Continuation Of Interactive Roundtables
8.50 KEYNOTE PANEL DISCUSSION: Evaluating New
Search Trends And Creating Strategies To Acquire 12.50 Lunch & Networking For All Attendees
Customers
Cheryl DeGrasse 1.50 Building An In-House SEM Program From the
Director of Search Marketing Ground Up
Macys.com Sumant Sridharan
Sumant Sridharan VP of Acquisition
VP of Acquisition Cafepress
Cafepress Managing your SEM program is a daunting task. Couple that
Given all of the changes with algorithms, and major changes with with building and architecting your SEM program, and you are in
search engines, staying up-to-date is critical for every e- a similar position as Cafepress. Managing numerous keyword
commerce executive. This panel reviews the current trends campaigns and optimizing SEM has been a top priority at the
impacting your search programs, and presents tangible answers company, and they’ve seen tremendous success. Their VP of
to your most pressing challenges. Grow your program and Acquisition, the brainchild behind their program, comes to eTail to
manage your budget effectively after leaving this dynamic panel offer tactics to keep your SEM program as profitable as possible.
session, led by search experts from leading retail organizations.


Day 1 - Advanced Search Summit continued
2.25 Continuation Of Interactive Roundtables • How can you optimize your margins effectively?
• How do you action those metrics?
3.25 Afternoon Coffee & Refreshments • How do you evaluate the cost of paid and natural search in
comparison to your profit margins?
3.55 Conclusion Of Interactive Roundtables
5.10 Conclusion Of Advanced Search Summit
4.35 Surviving In A World Increasingly Dominated By
Search 5.30 eTail Retailer-Only Card Swap Networking Session
Retail Executive (please see page 3 for more details!)

As marketing budgets are strained and profit margins tighten, 6.30 eTail Official Welcome Reception For All
driving incremental revenue from your existing campaigns is top Attendees (please see page 3 for more details!)
of mind. Our panelists reveal their search marketing
management tools, optimizing SEO and SEM to decrease *Check www.etailboston.com for updates on Retailers &
extraneous costs, and evaluate best practices to maximize your Moderators.
campaigns for 2012 and beyond. For more information on hosting a Search Summit roundtable,
• What tools are necessary to help manage your search
contact Chet Silverman at 646-200-7478 or email
marketing spend? csilverman@wbresearch.com.
• What metrics do you look for in your organic search

campaign?

Day 1 - Email Optimization &
Segmentation Summit:
Actionable Email Marketing Best Practices Monday, August 13th

Cover every aspect of Email Marketing, Program Optimization and Segmentation in an interactive format with
your fellow retailers!
Email remains one of the most cost-effective acquisition and retention tools available to marketers. How effective is your segmentation strategy? How
can you decrease opt-outs? Are you managing your lists, personalizing your communications and getting the most ROI out of your current email
program? Hear from top retailers focusing on turn-key issues affecting your email strategy in this interactive summit.
Why Register For The Email Optimization Summit?
• Receive hands-on tactical knowledge, as every single session offers at least 4 tactical take-aways
• Return to the office with dynamic optimization techniques for your email campaigns

• Effectively reach your audience using segmentation, targeting and lifecycle management strategies

• Technical experts provide FREE consultations in an interactive environment during our 20-minute roundtable discussions

With Table Moderators From:

8.30 Continental Breakfast & Conference Registration maximize lifetime value across channels. Leave with specific
examples from an extremely successful email program to help
9.15 Chairperson’s Opening Remarks shape your strategies for the future.
• Developing targeted emails based on past purchase history and

9.30 Driving Cross-Channel Sales Through Targeted customer responsiveness
Marketing • Analyzing customer behavior to build lifecycle programs that

Piper Rosenshein engage customers at various points throughout their
Director Retention Marketing relationship with BN
Barnes & Noble • Leveraging triggered emails to drive cross-channel shopping

behavior
The head of retention at Barnes & Noble opens the day • 3-5 specific examples from B&N’s programs
presenting an in-depth look at the retailer’s email strategy, an o Program overview
analysis of customer behavior and utilizing triggered emails to o Success metrics

5

Day 1 - Email Optimization & Segmentation Summit continued
10.05 PANEL DISCUSSION: Transforming Your Email • How are you currently gathering email addresses?
Marketing Strategy Into A Personalized, • When you have the email address, what does your welcome
Customer-Driven Channel email look like?
Blake Area • If someone doesn’t respond, how do you escalate the offers
Email Marketing Manager up to get a response?
eBags • How long do you continue to email when they are not
responding considering the spam laws?
Chris Reighley • When someone wants to opt-out, do you present another
Director Of Ecommerce offer? What is your strategy?
Totes-ISOTONER.com • How are optimizing subject line testing and email testing?
Integrating customer data and analytics into your email program
ensures your strategies are resonating with customers. Increase 12.25 Continuation Of Interactive Roundtables
relevancy using personalization techniques that go beyond basic
segmentation. Our panelists help to transform your email 1.25 Lunch & Networking
program into a customer-centric personalized channel that
increases engagement and sales. 2.25 Transactional, Service And Custom Emails:
• How can you leverage analytics to improve your email Evaluating When To Market To Consumers With
strategy? Multiple Formats
• What is your email deliverability strategy? Adam Golomb
i. Sending emails with personalized products based on user Director of E-Commerce
behavioral data Smileycookie.com
• How has your email program changed in the last 12-18
Smileycookie.com has grown it’s email marketing subscribers
months? by 164% in the past 12 months. Email marketing accounts for
• How are you using customer data to improve your email
25% of revenue and has over a 7% conversion rate. Adam
program? shares his success stories and email communication best
• How can you combine multiple marketing channels with your
practices that guarantee lift in sales from your customers.
email strategy to reinforce your message and increase • Growing your email list by 50% with one simple trick
customer engagement? • Using shopping cart abandonment to drive 5% of your sales

• Driving the most email sales for you using promotional
10.40 Kickoff Of Interactive Roundtables messages
• Re-engagement and transactional emails that work!
11.20 Coffee & Refreshments • Keeping your subscribers engaged

• Identifying post purchase campaigns that work
11.50 PANEL DISCUSSION: Getting Out Of The Email
Rut: A Refresher Course On One Of The Biggest 3.00 Continuation Of Interactive Roundtables
Sales Channels In Retail
Piper Rosenshein 4.00 Afternoon Coffee & Refreshments/Conclusion of
Director Retention Marketing Email Optimization & Segmentation Summit
Barnes & Noble
Adam Golomb 5.30 eTail Retailer-Only Card Swap Networking
Director of E-Commerce Session (please see page 3 for more details!)
Smileycookie.com
6.30 eTail Official Welcome Reception For All
Emery Skolfield Attendees (please see page 3 for more details!)
Director, Digital Content & Commerce
The Body Shop *Check www.eTailboston.com for updates on Retailers &
Moderators.
Our panel of email experts tackle the fundamentals of any
successful email program. Opt-ins, opt-outs, testing, layout… For more information on hosting a Email Optimization &
these topics and more are analyzed and best practices are offered Segmentation Summit roundtable, contact Chet Silverman at
throughout the course of the discussion. Breathe new life into 646-200-7478 or email csilverman@wbresearch.com.
your programs, just in time for the holiday season.

“It was my first time at etail and I really really enjoyed the event. I thought that it had the right
mix of content and presented a wide range of innovations industry wide.”
- Orr Shakked, Director of Travel Ticker Product Hotwire

“The most valuable industry event I've ever attended.”
- Brad Smith, Vice President, e-Commerce and Digital Marketing Fingerhut Direct Marketing


Day 1 - Social Commerce & Engagement Summit
Tactical Social Engagement, CRM, And Commerce Strategies Monday, August 13th

“I love the content. There were some great presentations today as part of the social media summit. I love the opportunity
to network with other brands that I can learn from. Today was fantastic – I loved the content of the social media summit.
I’m looking forward to getting out on the floor tomorrow and seeing what some of the vendors have.”
- Dave Haber, Senior Director, Marketing & Social Media, Ice.com
The Social Commerce Summit is a full day of content that will deep dive into Social Media strategies being utilized by
industry leading retailers to generate revenue.
Why Register For The Social Commerce and Engagement Summit?
• Understand the latest social strategies used by your retail peers to move customers from engagement to sale
• Integrate social CRM data into your greater CRM programs to build holistic customer profiles
• And most importantly,…get an ROI on your social programs!

Sponsored by:

7.45 Continental Breakfast & Conference Registration Thereby, they create a more hospitable travel experience overall.
Hear the head of Digital Design and Development discuss this
8.25 Chairperson’s Opening Remarks program, as well as present strategies to create sustainable social
engagement programs.
8.40 KEYNOTE SESSION: Incorporating Commerce Into • Creating a sustainable social engagement program

Your Broader Social Media Strategy • Creating influencers through both customers and potential

Bill Tolany customers
Head of Promotional Commerce • Creating internal buzz and loyal employee advocates

Whole Foods Market
9.50 KEYNOTE SESSION: Converting First-time
Focusing on serving the customer directly impacts Whole Foods’ Customers Into Brand Freeks!
bottom line. The head of the company’s social media efforts Ashish Mistry
discusses aligning your corporate and social media strategies, the President & CEO
incorporation of social media programs, the deployment of social Kontrolfreek
strategies and ultimately how to measure the impact on sales in
this eye-opening keynote session. In 24-short months, KontrolFreek has amassed an engaged
• Understanding what your customers really want from you on following of loyalists that comprises of over 250,000+
social networks customers, 20,000+ Youtube videos, 75,000+ Facebook fans,
• Determining if your social strategy aligned with your corporate followers, and more. This session will deep-dive into the
strategy particulars of how a 4-peson start-up in the hyper competitive
• Incorporating sales into the social mix without alienating your video-game industry has amassed and engaged a loyal audience
customers that drives revenue and brand expansion.
• Realizing how best practices for social and sales differ • Gain insights into low effort, high-impact social media

• Grasping how sales messages differ by network and audience campaigns operate
• Figuring out whether sales are the point of your social • Learn how non-traditional UGC can convert to revenue - all on

interactions or simply a byproduct a shoe-string
• Obtaining ways to measure the impact of social sales • Apply traditional enterprise tactics to consumer campaigns

• Activate fans, that active audiences, that activate customers

9.15 KEYNOTE SESSION: The Echo System Industry
Case Study 11.00 Coffee & Refreshments
Lance Neuhauser
President & CEO 11.30 PANEL DISCUSSION: The Latest Trends In Social
The Echo System Media: Staying Up-To-Date To Maximize Your Social
Media Impact And Revenues From This Channel
Hear an informative case study presented by The Echo System Kathryn Loheide
during this keynote session. Social Media & Content Manager
Finish Line
9.50 KEYNOTE SESSION: Beyond The Front Desk: Social
Hospitality Matthew Shadbolt
Virginia Suliman Director of Interactive Marketing & Product
VP Digital Design & Development Corcoran Group
Hilton Worldwide Virginia Suliman
Hilton has an extremely successful, proactive engagement VP Digital Design & Development
program on twitter called @hiltonsuggests. @hiltonsuggests is a Hilton Worldwide
Twitter program which sets out to engage both customers and With technology changing so rapidly, and new social products
prospective customers by being relevant local experts. Created by entering the marketplace constantly, how can you ensure you are
engaging employees who are avid users of social media, and up-to-date with the latest innovations that can add to your
advocates for Hilton Worldwide, they represent both their city bottom line? What is working in social media today? Should your
and their company to aid travelers seeking insights or advice.

7

Day 1 - Social Commerce & Engagement Summit continued
strategy consist of Twitter and Facebook only, or is Google + a managed internally? It is PR, marketing?
viable network. Receive the answers to these questions and more • Who manages your program? What is their title? Is it a social
as social media experts outline the keys to a successful revenue- media title?
driving program. • What is their job experience?
• Is Google+ more of a search engine play than a social network? • Is it unique? Is it within its own department?
• How has Google+ impacted your social strategy? How should • Are you an internal consultant/advisor/manager with the
you engage this network? organization?
• Do you need a presence there?

• How different should it be from Facebook? How many 1.15 Lunch & Networking For All Attendees
resources should be dedicated?
• How can Google+ impact your search strategies? 2.15 B2B Social Commerce: The CDW Social Story
• How has Google+ impacted branded pages and their search Lauren McCadney
rankings? Sr. Manager Social Media
• How have Facebook changes in terms of their algorithm CDW
impacted your strategy in this medium?
Is social media relevant in the B2B space? And if so, how does it
• What implications has it had in terms of FCommerce?
differ from B2C? Whether businesses acknowledge it or not,
every company is engaging in social media. Some are merely
12.05 KEYNOTE SESSION: The Case For The Return On
doing it better than others. But operating with a strategy,
Amazing. Social Media At Scale.
integrating social across the enterprise and driving positive ROI is
Adam Kmiec
is where the real challenge begins. Attend this session to learn
Director, Social Media
how CDW after allowing social to grow organically; shifted
Walgreens
directions to make social a larger part of its go to market
For social media to succeed it must be done at scale. The director of approach. By attending this session you will learn how this
social media for the largest drug store chain in the United States leading provider of technology solutions and products achieved
thinks beyond “likes and followers” to drive brand awareness and the following:
engagement. Social media is actually transforming the way the • Established a strategic framework for social

company does business, as the true value of social comes in its • Leveraged LinkedIn to increase account manager visibility

ability to transform business. Hear this dynamic keynote session and • Takes advantage of a niche community to drive social

leave with the means to transform your social media programs. commerce
• Why Focusing on Amazing matters

• How today’s leading companies are thinking at an Amazing Level 2.50 What Is Social Commerce? Is It Facebook Stores?
• Why Walgreens believes in the power of Amazing. If Not, What Is It?
Hema Padhu
12.40 PANEL DISCUSSION: Evaluating Social Media VP of Marketing
Organization Within Your Company To Centralize ModCloth
All Of Your Programs
What is Social Commerce? Is it Facebook stores? If not, what is
Emery Skolfield
it? Hema Padhu, VP of Marketing at ModCloth, an innovative e-
Director, Digital Content & Commerce
tailer of independent women’s fashion and decor, will talk about
The Body Shop
how ModCloth views community as its inspiration and its brand.
Hema Padhu Choice and convenience are not differentiators--your brand (and
VP of Marketing shopping experience) has to go beyond the utilitarian and
ModCloth rational benefits--it must inspire.
• Inspiring your team and your customers, and having your
Jason Keith
customers inspire your brand
Senior Public Relations and • Translating this to a stronger brand and customer experience.
Social Media Manager
• Ways consumers inspire brands...and what ModCloth does
Vistaprint • Ways brands inspire consumers...and what ModCloth does

Alex Irvin • Inspired teams...and how that reflects your brand...and what

Online Programs Director ModCloth does
1800PetMeds
3.25 PANEL DISCUSSION: The Evolution Of Social
Jag Bath
Sharing: Obtaining Localized Content Using Social
SVP, Product
Media
WhaleShark Media, Inc
John Doughney
The foundation of any effective social media program is internal Senior Manager Social Media Marketing
organization, strategy development and execution. Re-examining Coca Cola
how to internally align yourselves and develop project roadmaps • How can you assist consumer behavior with socially sharing
for social programs ensure that you are managing resources
their location, preferences and behaviors?
effectively, while getting the results you need. Our group of social • How can you reach customers in a localized way using social
media mavens walk through the challenges and solutions needed
media?
to organize your company for social success! • How are you creating social activations in a local way?
• How are you organizing internally around social?
• How can you generate awareness of local events or flash sales?
• Do you outsource your social media program to an agency or
• How are you inducing sales, transactions on your site or foot
manage it internally?
traffic in your retail store?
• Do you have a centralized social department within your

company?
• Who owns social media within your organization if it is


Day 1 - Social Commerce & Engagement Summit continued
4.00 SPECIAL BONUS PRESENTATION: Mobile First 4.35 Afternoon Coffee & Refreshments/Conclusion of
Approach To Responsive Design Social Commerce & Engagement Summit
Halley Silver
Director Of Online Services 5.30 eTail Retailer-Only Card Swap Networking Session
King Arthur Flour (please see page 3 for more details!)
Learn how America's oldest flour company embraced both
6.00 eTail Official Welcome Reception For All
responsive website design and a mobile-first approach, and how
Attendees
doing so has completely transformed the way they develop our
(please see page 3 for more details!)
online services. In this session, the Director of Online Services
walks through a case-study of their first project.
• An overview of the key concepts and technologies applied

• Lessons learned during design, development, and testing phases

• Results, in terms of both user experience and key metrics

Day 2 - Main Conference
Keynote Presentations, Panel Discussions And Interactive Networking Tuesday, August 14th

7.15 Registration & Networking Breakfast Inside The to cultivate customer trust online despite these challenges. Join e-
Solution Zone commerce expert and Symantec’s Sr. Director of Product Marketing
Rob Glickman as he shares tips and insights on how to:
7.55 Welcome Remarks & Opening Card Swap • Improve conversion & click-through rates, reducing shopping

Welcome From cart abandonment
Lori Hawthorne • Increase traffic by clearly demonstrating that your website is safe

Events Director • Protect yourself and your customers from online fraud

eTail conferences • Reduce risk of lost business due to security breaches

8.00 Chairperson’s Opening Remarks 9.25 C-LEVEL KEYNOTE PANEL DISCUSSION:
Robert Cell Eliminating Challenges And Finding Opportunities
CEO With Your Brand In Every Customer Interaction
MyBuys Lisa Kranc
SVP Marketing Customer Satisfaction
8.15 OPENING KEYNOTE SESSION: E-Commerce In A Autozone
Connected World Kelly Cook
Global Head of E-Commerce Senior Vice President, Marketing
Facebook DSW Inc.
Social media and e-commerce are intersecting at a lightning pace. Translating your brand proposition to customers is fundamental
As retailers more fully integrate Facebook into their platforms, it is to creating optimal customer experiences. Our C-Level brand
imperative to understand upcoming trends and methods to make experts from across the industry discuss how to maximize every
the most of this platform, beyond commerce and advertising. single customer touchpoint to increase loyalty and sales. Ensure
With a brand new position created at the organization, Facebook your brand filters throughout every customer interaction at the
presents an in-depth interview wiith its Head of Commerce, end of this keynote session.
outlining the ways that retailers and Facebook should be working • Conveying the brand strategy within your organization
together both now, and in the future. • Articulating the value of your brand to your consumers and

continue to build value
8.50 KEYNOTE SESSION: Give Your Customers More • Managing your brand in the context of the growing channels
Confidence To Click And Buy such as social and mobile
Rob Glickman • Rallying colleagues behind the brand message and operate on
Senior Director, Product Marketing that messaging on a daily basis
Symantec • Getting your brand message out internally and externally

While e-commerce has demonstrated rapid growth and
innovation, it has never quite reached its full potential. Many 10.00 Networking And Refreshments Inside The
consumers are either afraid to shop online or do so with great Solution Zone
caution due to concerns about their safety. Given the more than Join your fellow retailers in the Solution Zone for your chance to
286 million variants of malware affecting websites in addition to win fantastic prizes.
the thousands of phishing websites established every day, this
comes as no surprise. Countless studies reflect this sentiment,
showing that identity theft and information security are leading
drivers of shopping cart abandonment. However, it is still possible

9

Day 2 - Main Conference continued
10.55 KEYNOTE SESSION: The Next Phase Of Multi- • What is the right way to structure the organization to make digital
Channel: Organizing And Executing Customer not just a channel but be pervasive across all of your different
Driven Strategies marketing and communication channels?
Kelly Cook • What is the impact to the end consumer as well?
Senior Vice President, Marketing • How does this change reflect in your communications and
DSW Inc. marketing practices on the consumer-facing end?
• What impact does this have in the way you forecast/plan? For the
Kelly Cook came to DSW to evolve their marketing strategy. next 12-18 months?
Moving from a “one size fits all” strategy to a more targeted and • How do you implement this type of structure?
personalized approach helped create more relevancy across all
customer touchpoints. They have truly elevated their “customer 12.40 The Ecommerce Channel Is Dead In 10 Years…
experience” and Kelly is at eTail for the first time to outline the Philip Thompson
steps that they've taken in order to do so. VP E-Commerce
• Organizing effectively, incenting appropriately, setting up and
Fossil
aligning internal goals, and developing effective competencies
to solve the “multi-channel problem” …Or however you prefer to look at it, everything will be
• Bringing continuity to the multi-channel experience Ecommerce in 10 years. Like other brands and retailers, Fossil is
• Solving tracking and reporting challenges to credit the sale prioritizing / knocking off their list of “Omni Channel
appropriately opportunities”. However, they are also preparing for a consumer
• Developing the appropriate KPIs centric view that reveals what life after Omni Channel could look
• Understanding truly what “customer-driven” means to your like – where all brand touchpoints are unified. Philip has built a
company, your goals, your technology stack, organizational world-class global E-commerce business at Fossil, and reveals
charts, project methodology how to take advantage of today’s omni-channel environment.
• Creating operational efficiencies within multi-channel • Learn what common Omni Channel pain points / opportunities

• Permeating customer-driven strategies throughout your entire Brands and Retailers are facing globally
multi-channel organization • Discuss methods of addressing these pain points

organizationally, financially, and technically
11.30 Big Data & Retail: How Retailers Can Leverage • Supporting examples, trends, and benchmarks

Digital Data To Drive Brand Awareness,
Engagement And Sales 1.15 Concurrent Networking Sessions!
Dave Reed Workshop and Private Lunch Hosted By Symantec
SVP Strategic Solutions This Invitation-Only, high-level networking opportunity is
MediaMath designed as a brainstorming and networking workshop for
retailers exclusively. It is designed as a brainstorming and
Retailers today have an unprecedented amount of customer, networking workshop for retailers exclusively. If you are
marketing and sales data available to them. But effectively interested in attending, and are a qualified retailer, email Lori
leveraging that data to optimally align media, offers, messages Hawthorne at lori.hawthorne@wbresearch.com.
and promotions is difficult. This session will explore ways in
which retailers can sort through the massive amount of data to 1.15 Workshop And Private Lunch
drive customers from awareness through conversion. This Invitation-Only, high-level networking opportunity is
designed as a brainstorming and networking workshop for
12.05 KEYNOTE PANEL DISCUSSION: Flipping The Multi- retailers exclusively. It is designed as a brainstorming and
Channel Model And Integrating Digital networking workshop for retailers exclusively. If you are
Throughout Your Organization And Channels interested in attending, and are a qualified retailer, email Lori
Steve Winshel Hawthorne at lori.hawthorne@wbresearch.com.
CIO
Beachbody 1.15 Lunch And Networking For All Attendees
Steve Braun
VP E-Commerce and Mobile Track A: E-Commerce Essentials, Holiday Preparedness
OfficeMax & Personalization
Mark Carson
2.15 Chairperson’s Opening Remarks
President and Co-founder
Fat Brain Toys
2.25 KICK OFF RETAIL SESSION: Building The Skinit
David Brussin Customizer Experience
Founder & CEO Darryl Kuhns
Monetate CTO
Skinit
Kate Goodman
VP E-commerce How well do you know your customers and are you building to their
Talbots expectations? Are you taking advantage of low cost high value CX
tools to do this? Can you reduce complex/cumbersome processes
Multi-channel has been defined, re-defined, and then defined again.
and iterate experience changes faster? The Chief Technology
What does it mean to your organization, and how can you set
Officer of speciality retailer Skinit explains the applications they are
yourself up to be a true “omni-channel organization”? Leading
using that can benefit from a low cost CX review, and how to build
retailers “flip the model” on its head in this eye-opening keynote
a sustaining CX plan/process in this opening session.
session. Return to the office with a strategic plan to incorporate full • Background: State of the customizer and why we wanted to
channel integration into your organization.
make changes to the experience
• When looking at your planning, strategy and resources, how can
• Process: A look at the tools (persona’s, wireframes, comps, and
you truly become a multi-channel organization?
code) and timeline to optimize the experience
• How does an organization set themselves up for this type of
• Cost: What did it cost to implement this process
integration? • Value: What did Skinit gain and how did we measure success


3.00 When Content is King, you need a CMS: information; however conversion might be low when compared
Conversion Management System with retailing sites. There are many benefits for the manufacturer
Patrick Collins in the Sales and Marketing areas from evaluating their site
CEO performance in more areas than just sales and profits. This
5th Finger session tackles how to come together as an organization to
optimize the manufacturer site and enhance the role of the
Hear an informative and insightful presentation from 5th Finger retailer.
in this session. • What is the role of a manufacturer ecommerce site in the

shopper journey?
3.35 PANEL DISCUSSION: Tapping Into Personalization • What is the role of a manufacturer ecommerce site within a
Opportunities On The Web Today To Engage company?
Customers And Increase Revenues • Why ecommerce versus pure content sites?
Darryl Kuhns
CTO 6.05 Bringing Web Access In-Store To Exceed Customer
Skinit Expectations
Shawn M. Coombs Senior Retail Executive
Sr. Manager, Product Management With the proliferation of geolocation technologies and targeted
The Home Depot promotions, retailers are taking advantage of cross-channel
Howard Wyner technologies to drive traffic. Which strategies work for your
CEO business to encourage sales? What are your customer’s
Scentiments.com expectations for your brand? Leave with an understanding of the
latest and greatest in in-store technologies using digital media
Armin Ebrahimi
support.
CEO • Driving sales and producing efficiencies through web access in-
Buysight
store
Understanding where there are “personalization gaps” are in • Learning and testing existing applications on a tablet device to

your online experience opens up multiple opportunities to adjust determine whether you need to alter the user experience in the
the experience for your customers. Leave with a bag full of tips retail environment
to personalize the web experience, from soup to nuts. • Learning about your customer and employee expectations via

• Are you personalizing on the homepage from a branding web in the store access
perspective? • Customizing and personalizing the store experience as you

• What is your strategy from the homepage to the areas that are would in an online environment
the most targeted (i.e. product pages)? • Generating incremental business

• What are the biggest opportunities that exist with • Combining your POS in-store and web check out systems onto

personalization on the web? one platform
**session information subject to change**
4.10 Afternoon Refreshment Break & Networking
Inside The Solution Zone 6.40 Conclusion Of Day 2
Join your fellow retailers in the Solution Zone. Visit the Cyber
Cafes, and view the Live Streaming Twitter feed!
6.45 The “eTail Beer Garden” Official Cocktail Reception
For All Attendees
4.55 Live Website Review- A BRAND NEW For more information, please see page 3.
INTERACTIVE WORKSHOP!
Jay Shaffer
CMO
Track B: Cross-Channel Integration
California Delicious
2.15 Chairperson’s Opening Remarks
A fun and engaging Interactive workshop where as a group we
will perform a live, objective website review! Join us as we place 2.25 The Digital Journey Of Universal Music Group
a popular website under the constructive scrutiny of our joint Randy Malinoff
ecommerce expertise. Does the website connect with their target Vice President, Direct-to-Consumer eCommerce
shopper, is it engaging? Is it easy to use, can we quickly navigate Universal Music Group
to find relevant products and information? How would we make
The head of direct-to-consumer at Universal Music Group
it better if the site were our own? During the session we will:
discusses the evolvement of their e-commerce business. As the
• Explore the website UI to see what’s working well and where
company focuses more and more heavily on their digital business,
improvements can be made
he discusses the initiatives, execution and results from providing
• Evaluate the overall Customer Experience
music fans an amazing online experience when acquiring music.
• Create a resulting list of website recommendations that will

enhance the shopping experience and increase conversion
3.00 When Content is King, you need a CMS:
rates
Conversion Management System
Mike O'Connor
5.30 The Role Of Manufacturer’s Commerce Sites And President of North America
The Internal Company Cultural Changes Needed Commerce Guys
Andres Amezquita
VP E-Commerce Hear an informative and insightful presentation from Commerce
Mattel Guys in this session.
The larger percentage of shopper are going to more than one
ecommerce site, many times simultaneously, when shopping for a
product. The manufacturer site is regarded as an authority for

11

marketing. Barton discusses case studies in blended marketing
3.35 PANEL DISCUSSION: Benchmarking Your Marketing during this insightful session, including Masters.com, who’s first
Spend To Ensure Optimal Budget And Resource site in 1996 was designed by IBM, It was the gold standard of
Management sports websites and a true blended experience. At Ultimate
Sasha Norkin Office, their redesign gave the brand a fresh start. It matched the
VP NOOK & Digital Marketing, marketing to the products. They got out of the customer’s way
Social Media & Gift Cards and let the product sell itself, with great results (YOY of 35%, but
Barnes & Noble they have more to do).
• Convergence of channels
Alex Irvin o Broadcasting on all channels, Receiving on all channels
Online Programs Director o You can’t decide how your audience wants to talk to you
1800PetMeds
• User Experience, Customer Experience, and Personal Experience

Cassie Troiano • Repeat buyers, Fans, and Engagement

Director Of Ecommerce • Everything is a spectrum: Passive, Active, and interactive

XO Group, Inc. o Are websites just low tech TV stations or are TV stations just

high tech websites?
Sean S. Popen o You can’t you tell what kind of screen you’re looking at any
Director of Global Web Interactive Marketing
more
Lenovo Corp. o The Cloud is Bulls**t and so is HTML5

Understanding how your peers are spending their marketing • The Holy Grail – turning customers into evangelists

budgets, as well as how to allocate your dollars effectively is top of o You made a sale, now what?

mind for every marketer and e-commerce leader today. Our
panelists tackle the optimal way for you to manage your spend, and 6.05 CLOSING SESSION: Real World Production Best
present details surrounding where they are seeing successes, and Practices To Optimize Multi Channel Marketing To
pitfalls to steer away from. Enhance The Customer Experience
• What trends are you seeing in terms of percentage of spend on Mark Evans
certain marketing programs (paid search vs. email vs. banner ads, etc.) Director Of Content Publishing And
• What trends are you seeing in terms of percentage of sales Technology Applications
coming from these marketing programs? United Stationers
• What is the optimal way for you to manage your marketing spend
In this fast paced and hard hitting session, walk away with
for core programs (affiliate, search, CSEs, etc.)?
• What changes/trends are you seeing in terms of spend from the
practical tips and best practices from an industry expert in
content and campaign management. Mark will be sharing fact
last 2-3 year vs. where things seem to be heading in the future?
• How has the marketing mix changed (considering the impact of
based research, examples of success and failure and the financial
impacts from each. Leave this session with actionable information
social and mobile technologies) and where is this trend headed?
and strategies to employ as soon as you return to the office. A
few topics Mark will be covering;
4.10 Afternoon Refreshment Break & Networking • Building a solid production foundation to drive acquisition,
Inside The Solution Zone
retention and growth strategies
Join your fellow retailers in the Solution Zone. Visit the Cyber
• Innovation vs. cost cutting - persuasion is not a commodity –
Cafes, and view the Live Streaming Twitter feed!
examples of marketing innovation
• Finding savings in offline to fuel new online initiatives
4.55 Building A Multi-Channel Strategy Today • Leveraging content management and standards to drive
Kate Goodman
enhanced multi channel publishing and campaigns
VP E-commerce
• New organizational models to drive change in a large
Talbots
corporation
Consumers are interacting with brands through multiple touch
points more than ever before. The “channel” is no longer the 6.40 Conclusion Of Day 2
point of conversion but the point at which the consumer touches
or engages with a brand. Increased “touches” to the brand 6.45 The “eTail Beer Garden” Official Cocktail
creates more opportunity to speak to your customers and to steal Reception For All Attendees
wallet share from your competition. In this presentation, Kate For more information, please see page 3.
Goodman, head of E-Commerce at leading apparel retailer
Talbots talks about the realities of multi channel retailing today Track C: User Experience Optimization & Monetization/
and how retailers can capitalize on each of these touch points. Emerging Technologies
• What is multi channel retailing today and how has it changed

over time 2.15 Chairperson’s Opening Remarks
• The demanding consumer and her expectations of multi

channel retailers today 2.25 Social And Mobile And Cloud OOOH MY!!
• The value of a multi channel consumer INTERACTIVE WORKSHOP
• Creating an internal culture of channel agnostic zealots Jack Kiefer
• Internal considerations and implementation from a process and President/CEO
planning perspective. Babyage
Search Marketing is more competitive than ever, SCE’s just
5.30 Blended Marketing, Why Multi-Channel Is Toast
aren’t producing and your manager expects you to make up the
Barton Stabler
rest of your revenue goals in social and mobile. If this sounds
Director Brand Strategy
familiar, and you want some new ideas that may help you hit
Ultimate Office
your revenue goals. Please attend the Social and Mobile and
The way audiences experience media is changing. By Cloud OOOH MY!! workshop.
understanding the changes, we can be one step ahead with our • Using vouchers in combination with retargeting as a customer

acquisition tool


o Using smart groupon style voucher offers and retargeting to • E-tail site monetization must be balanced against internal
attract and close new customers merchandising needs and the quality of the shopper experience.
• Using 1st party data with abundant, affordable 3rd party data • Peapod has revisited its “monetization” strategy…devising a
and a real-time-bidding ad servers will take prospecting and “use/share/sell” approach with the goal of optimizing its
retention to the next level (sounds like fun!). relationships with its vendor partners.
• The new adtech stack for marketer contains an alphabet soup • Through a review of this strategy, and how it’s being brought
of new technologies (RTB, DMP, DSP, AMP). What does all this to life, Peapod will outline its approach to making optimal use
mean for marketers and how should they test, pilot and deploy of vendor assets to positively impact shopper basket size,
this technology loyalty and overall satisfaction.
• Don’t forget about email Marketing
o Email is still a powerful tool, but you need to remember the 5.30 PANEL: The Execution Of The Customer
basics Experience Throughout A Multi-Channel Sales
Cycle
3.00 Quantcast Industry Case Study Todd McClain
Quantcast Executive and Retail Client VP Segment Marketing
Vistaprint
Hear an informative and insightful presentation from Quantcast
in this session. Shawn M. Coombs
Sr. Manager, Product Management
3.35 PANEL DISCUSSION: Sorting Through The Tablet The Home Depot
And Mobile Explosion To Maximize Your Channel Joe Schmidt
Strategies SVP Retail Channels
Keith Swiderski
Cafepress
Director Online Customer Experience
Wyndham Hotel Group Maintaining an optimal experience for your shoppers is
continually top of mind. How have organizations ensured their
Dre Madden
customer experience meets expectations, no matter the channel?
Head of Digital Marketing
Our panel of experts from pureplay and multi-channel discusses
Stubhub
the challenges they’ve overcome to sustaining an amazing user
Mobile and tablet adoption are perhaps the hottest topics on experience with their brands.
retailer’s minds today. Determining the appropriate strategies will • How do you differentiate the customer experience throughout

set the stage to gain significant revenues in 2012 and beyond. the multiple channels? Do you provide different experiences,
Understanding that each of these channels comes with unique depending on the channel?
challenges is the initial step to set optimal strategies for each. Our • How are you evaluating differing customer needs in different

panel of retail leaders focus on mobile and tablet commerce best channels?
practices to increase your sales from these devices immediately. o Who is your customer in-store? On the web?

• What is the greatest impact tablets are having on e-commerce? o How do you determine that?

• Have you adopted your e-commerce and mobile commerce • How are you meeting customer needs as they interact with your

strategy due to the growth of tablets? How so? brand across multiple channels?
• How will tablets and mobile interact and change going • What are you currently testing?

forward? • What types of behavioral and transactional data are you

• Do consumers use tablets and mobile devices differently for gathering from these interactions?
different behaviors (in-store price comparisons, research, • How are you putting customer feedback data into action to

making purchases, casual surfing, etc.) meet customer expectations?
• How have your overall marketing strategies changed based on

the growth of tablet adoption? 6.05 CLOSING GUEST SPEAKER SESSION: It’s All About
• What approach have you taken in terms of creating a specific Location, Location, Location: How Location-Based
app for tablets vs. making your website more tablet-friendly? Mobile Marketing Can Convert Foot Traffic Into
• Why have you taken this approach? Sales
Sonpreet Bhatia
4.10 Afternoon Refreshment Break & Networking Co-Founder
Inside The Solution Zone MyCityWay
Join your fellow retailers in the Solution Zone. Visit the Cyber The Co-Founder of MyCityWay, a mobile app launched only two
Cafes, and view the Live Streaming Twitter feed! years ago, explores location based marketing programs that will
not only increase brand awareness, but sales for your company.
4.55 Beyond “Monetization”: Maximizing Return On Talking through their growth story, Sonpreet explores ROI-driving
E- Tailing Vendor Relationships location strategies in this closing session.
Tim Dorgan • An overview of location-based mobile marketing and what
VP/General Manager e-Merchandising options are available to retail marketers
Peapod • How to make your offers and ads compelling, not creepy

It has become common practice for e-tailers to develop programs • Best practices for location-based mobile marketing for retailers

to “monetize” the traffic to their sites via advertising and • How to know if location-based mobile marketing is right for

promotional programs for vendors and other interested your stores
marketers. This is, by definition, a balancing act…juggling the
desire for high-margin ad revenue on one side with the quality of 6.40 Conclusion Of Day 2
the consumer experience on the other. Peapod has dramatically
evolved their “monetization” strategy to strike the right balance 6.45 The “eTail Beer Garden” Official Cocktail
between shopper satisfaction, internal merchandising needs and Reception For All Attendees
3rd party advertising. For more information, please see page 3.

13

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