IRCE 2018 Agendas · Shoppers: A Perfect Match Online and Off ... well as the brand’s give-back mission: for every pair ... stop hiding and get unstuck.

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AgendasPRE-CONFERENCE / MAIN DAYS / POST-CONFERENCE

10:15-10:30 a.m.Break Sponsored by ROI Revolution

10:30-11 a.m.Leveling the Playing Field: Recent Enhancements for Marketplace SellersSPEAKERS: Caleb Light, Vice President, Sales, Power Practical; Kelly Fedio, Founder, President, One Savvy Life

11-11:45 a.m.How to Get Your First 50 ReviewsSPEAKERS: Jeff Cohen, Chief Marketing Officer, Partner, Seller Labs; Peter Marlenga, Director, Operations, Tech Armor

11:45 a.m.-12:45 p.m.Lunch: A boxed lunch will be served.Sponsored by ROI Revolution

12:45-1:15 p.m.Global Gusto: Expanding With Amazon Outside of the U.S.

1:15-2 p.m.Playing by the Rules: Avoid TOS Violations and Account SuspensionsSPEAKERS: Cynthia Stine, President, eGrowth Partners; Eddie Levine, President, Hub Dub

2-2:30 p.m.Fulfillment 201: Getting Your Products to CustomersSPEAKERS: Katalin Cseke, Owner, WODFitters; Brandon Harden, Owner, Seven Times Six

2:30-2:45 p.m.Break Sponsored by ROI Revolution

8:45-9 a.m.Welcome and IntroductionSPEAKER: Fahim Naim, Founder, eShopportunity

9-9:45 a.m.The Amazon Effect — A Look Five Years AheadSPEAKER: Richard Hastings, Macro Strategist, Seaport Global Securities

9:45-10:15 a.m.Going Direct: How Being a Vendor Can Scale Your BusinessSPEAKERS: Alejandro Vélez, Co-Founder, Co-Chief Executive Officer, Back to the Roots; Carly McGinnis, General Manager, Exploding Kittens

2:45-3:30 p.m.Mastering Amazon PPC AdsSPEAKERS: James Kelly, Co-Founder, Chairman, Jagerita Holdings; Mike Ewasyshyn, Product Manager, Marketplaces, ROI Revolution

3:30-4 p.m.How I Launched and Scaled an Amazon Business

4-4:45 p.m.Ask Away: Q&A With Workshop SpeakersSPEAKERS: Carly McGinnis, General Manager, Exploding Kittens; Fahim Naim, Founder, eShopportunity; James Kelly, Co-Founder, Chairman, Jagerita Holdings; Cynthia Stine, President, eGrowth Partners

4-6:30 p.m.Welcome Reception and networking in the exhibit hall. Stop by for a complimentary beverage and to browse the top solution and technology providers.

AMAZON & ME WORKSHOPRoom: Skyline Ballroom D

2018: Your Best Amazon Year YetAmazon dominates the headlines, from its acquisition of Whole Foods to rumors of new business lines or policies for sellers,

and there are no signs of that changing any time soon. In this workshop, we will cover recent changes, strategies for both third-party marketplace sellers and vendors, and ideas on how to scale your business while staying on the right side of Amazon’s terms of service. Learn firsthand from brands that have succeeded on Amazon, as well as industry experts with deep knowledge and experience on all things Amazon.Sponsored by ROI Revolution

TUESDAY / JUNE 5 / PRE-CONFERENCE WORKSHOP

— Brad Stone, Author

“may be the most beguiling

company that ever existed. It is both missionary and mercenary.

AMAZON

That has always been a

POTENTcombination. ”

JUNE 5-8, 2018 / CHICAGO / McCORMICK PLACE WEST irce.com 19

EVENT GUIDEFind detailed session descriptions in the IRCE app.

8:30-8:45 a.m.Welcome and IntroductionSPEAKER: Bernardine Wu, Chief Executive Officer, FitForCommerce

8:45-9:30 a.m.Idea to Doorstep: How to Configure the Omnichannel Tech StackSPEAKERS: Kate Goodman, Vice President, E-commerce, Reeds Jewelers; Sahal Laher, Chief Digital Officer, Chief Information Officer, DXL Group

9:30-10:15 a.m.Be Nimble, Be Quick: Optimize Your Technology Organization and Operations in an Innovative, Digital-First WorldSPEAKER: Zachary Blank, Vice President, Chief Operating Officer, Paragon Sports

10:15-10:30 a.m.Break

10:30-10:55 a.m.E-Commerce Platform and Order Management EvaluationsSPEAKER: Arthur McManus, Senior Vice President, Provider Program, FitForCommerce

10:55-11:20 a.m.Replatforming Requirements for SelectionSPEAKER: David Chang, Senior Principal, Product Manager, Shutterfly

11:20-11:45 a.m.Running Successful ImplementationsSPEAKER: Rodney Woodruff, Vice President, Engineering, Weight Watchers International

The E-commerce Technology Workshop covers the digital retail technologies and leading-edge innovations to have on your roadmap and radar. In this high-energy workshop, we provide a deeper understanding of how technologies work together, which technologies to use and prioritize, and showcase digital innovations to grow sales and customer satisfaction.

E-COMMERCE TECHNOLOGY WORKSHOPRoom: Skyline Ballroom E

Taking Your Business to the Next Level With Innovation

11:45 a.m.-12:30 p.m.Optimizing the Ecosystem: Agencies, System Integrators, Services and Point Solution VendorsSPEAKER: Charles Hunsinger, Senior Vice President, Chief Information Officer, Oriental Trading Company

12:30-1:30 p.m.Lunch: A boxed lunch will be served.

1:30-1:50 p.m.New Channel Plays: Lessons From Your Frenemy (aka Marketplaces)SPEAKER: Jackie Dew, Chief Executive Officer, Born + Made

1:50-2:10 p.m.New Channel Plays: Serving B2C and B2B on One WebsiteSPEAKER: Todd Morris, Founder, Chief Executive Officer, BrickHouse Security

2:10-2:30 p.m.New Channel Plays: Lessons From a Global Winner

2:30-2:45 p.m.Break

2:45-3:30 p.m.20 Technology Innovations in 40 MinutesSPEAKERS: Bernardine Wu, Chief Executive Officer, FitForCommerce; Matt Baer, General Manager, Vice President, Home, Walmart

3:30-3:45 p.m.What’s Next: SocialSPEAKER: Elizabeth Schmidt, Director, Digital Marketing, Bucketfeet/Threadless

3:45-4 p.m.What’s Next: Mobile

4-4:15 p.m.What’s Next: Personalization

4:15-4:30 p.m.What’s Next: PaymentsSPEAKER: Dara Meath, Vice President, Information Technology, Retail Systems, Camuto Group

4-6:30 p.m.Welcome Reception and networking in the exhibit hall. Stop by for a

complimentary beverage and to browse the

top solution and technology

providers.


— B. F. Skinner, Psychologist,Social Philosopher

“The real problem is not whether

MACHINES think

”but whether men do.

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Find detailed session descriptions in the IRCE app.

8:45-9 a.m.The DrillSPEAKER: Scott Kincaid, Chief Success Officer, Usability Sciences

9-9:45 a.m.The Design Rules You Need to KnowSPEAKERS: Jeffrey Von Tobel, E-commerce Manager, Gold & Silver Pawn Shop; Kevin Richards, Chief Executive Officer, Ventura Web Design

9:45-10:30 a.m.Usability BasicsSPEAKERS: Scott Kincaid, Chief Success Officer, Usability Sciences; Nick Smotek, Director, Technology, User Experience, Omnichannel, Deckers Outdoor Corp.

10:30-10:45 a.m.Break

10:45-11:30 a.m.Growing Your Customer BaseSPEAKERS: Daniel Alarik, Chief Executive Officer and Founder, Grunt Style; Steve Weiss, Founder and Chief Executive Officer, MuteSix

NEW RECRUIT BOOT CAMPRoom: 184 ABC, First Floor

Muscle Up for Success With Basic TrainingIf you’re a newer online retailer looking to power your business to the next

level, IRCE’s new 2018 Boot Camp is for you. The interactive workshop will provide a 101 course-level guide to the key elements of e-commerce — where you’ll need to muscle up if you want to build success. Boot Camp will visit the basics from design to marketing to fulfillment and technology in a fun, inclusive program. To get the most out of the day, Boot Camp calls on all recruits to pump up for a busy day, engage with your instructor coaches and each other, and don’t sit back!

NEW!

11:30 a.m.-NoonHow I Hit 150 Percent Growth — One Year at a TimeSPEAKERS: Byron Holderman, E-commerce Manager, Unique Truck Equipment; Ryan DeWard, President, Unique Truck Equipment

Noon-1 p.m.Lunch: A boxed lunch will be served.

1-1:45 p.m.Growing Your Sales on AmazonSPEAKERS: Jeff Cohen, Chief Marketing Officer, Partner, Seller Labs; Mike Brown, Founder, Death Wish Coffee

1:45-2:30 p.m.Replatforming Your E-Commerce SiteSPEAKERS: Cherri Newbury, President and Co-Founder, DiscountCoffee.com

2:30-3:15 p.m.Getting the Package to Customers: When — and If — to Outsource FulfillmentSPEAKERS: Austin Graff, Vice President, Operations, SweatBlock; Krish Iyer, Director, Strategic Alliances, Shipstation

3:15-3:30 p.m.Break

3:30-4:30 p.m.Live Reviews and Open Mic: Feedback ForumSPEAKERS: Kevin Richards, Chief Executive Officer, Ventura Web Design; Scott Kincaid, Chief Success Officer, Usability Sciences

4-6:30 p.m.Welcome Reception and networking in the exhibit hall. Stop by for a complimentary beverage and to browse the top solution and technology providers.


— Benjamin Franklin

“TELL me and I forget.

”TEACH me and I remember.

INVOLVE me and I learn.

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Main Day 1WEDNESDAY / JUNE 6

8:30-9 a.m.Keynote: Warby Parker, Specs and Shoppers: A Perfect Match Online and OffSpeaker: Dave Gilboa, Co-Founder, Co-Chief Executive Officer, Warby Parker

If Warby Parker were on Match.com, its profile would read: “Deep thinker, innovator, problem-solver, doing good in the world – and wildly successful.” The same traits that might signal an appealing partner also

describe the business and corporate culture at the blockbuster eyewear company co-founded by our Day One Keynote speaker. Warby Parker launched online in 2010 with the unique premise of bypassing traditional distribution channels and keeping product design in-house to offer quality prescription eyewear without the high markup attached to eyeglasses sold elsewhere. Today, Warby Parker’s valuation is estimated at $1.7 billion, that growth guided by its combination of a disruptive business model, technology development and social entrepreneurship. Along the way, it has won the confidence of major investors and built a cult following among consumers attracted by premium eyeglasses at fair prices, as well as the brand’s give-back mission: for every pair of glasses sold, Warby Parker distributes a pair to those in need. The company’s upward trajectory over eight years also models a path to success for other retailers, with its deliberately paced addition of elements such as the ability to try on glasses at home before buying, the ability to obtain eyeglass prescriptions online, and what are now more than 65 stores. Join us at this Keynote Address for a look inside an iconic brand born online, and you’ll come away with inspiration to take home.

9-9:30 a.m.Special Guest: You Have the Microphone; Make a RuckusSpeaker: Seth Godin, Author, “What To Do When It’s Your Turn”

Yet another cat video. A long list of content marketing to create ... content that you wouldn’t read and no one else will either. Plenty of arguments to get into online. Lots of ways to stall, to hide and to go to yet another

meeting ... all because it feels safe. Our Special Guest Speaker has seen it all before. Author of 18 books – every one, a bestseller – he has confronted the same question: “What should we do now?” Turns out, the better question is “What is the change you seek to make?” Seth Godin, one of the most influential thinkers in business and marketing, will deconstruct the complicated relationship between fear and freedom and show us how to stop hiding and get unstuck. It’s OK to have bad ideas. Please have bad ideas, Seth urges. Make change happen — don’t wait for permission — and get ready for a ride that inspires your next move.

9:30-10:30 a.m.BreakVisit the exhibit hall and find new solutions.

IRCE 2018



STRATEGIES FOR TOP EXECUTIVES TRACKRoom: Skyline Ballroom C

Managing for Today and Stewardship for Tomorrow

Leaders must keep ahead of changes influencing the online shopping environment. This track rounds up data and insight

on what’s happening in consumer behavior online, emerging and possible future shopping technology developments and explores new approaches to core issues as a starting point to support effective strategic planning for the future. New additions for 2018 focus on profitability.

10:30-11 a.m.Break Point: The Reality of U.S. E-Commerce TodaySPEAKER: Don Davis, Editor at Large, Internet Retailer

11-11:30 a.m.Lead by Example: Fostering Innovation in Your Organization

11:30 a.m.-1:15 p.m.Lunch break in the exhibit hall

1:15-1:45 p.m.Is It More Than Buzz? What Can AI Really Do for My Business?SPEAKERS: Guido Campello, Chief Executive Officer, Cosabella; Vish Ganapathy, Managing Director and Global Retail Technology Lead, Accenture

1:45-2:15 p.m.Global Opportunities: Where to Go and How to Do It, NowSPEAKERS: Jon Azrielant, Director of Marketing, Richline Digital/Jewelry.com; Lily Varon, Research Analyst, Forrester Research

WEDNESDAY / JUNE 6 / MAIN DAY 1

2:15-3:15 p.m.Break. Visit the exhibit hall and find new solutions.

3:15-3:45 p.m.Profitability: The Marketplace Conundrum: Short-Term Sales Versus Long-Term ValueSPEAKERS: David Kalt, Chief Executive Officer and Founder, Reverb.com; Eric Roth, Managing Director, Lazard Middle Market

3:45-4:15 p.m.Profitability: My Company Is Worth How Much? Assessing and Building Your ValuationSPEAKERS: Stuart Rose, Managing Director, Tully & Holland; Tom West, Chief Executive Officer, Springbox

4:15-4:45 p.m.Profitability: The Real Metric Driving Profitability: Contribution Margin AnalysisSPEAKER: Guru Hariharan, Chief Executive Officer, Boomerang Commerce

4:30-6:30 p.m.Cocktail Reception and networking in the exhibit hall. Stop by for a complimentary beverage and to browse the top solution and technology providers.

— Peter Drucker, Author

“Follow effective ACTION

MORE ”with quiet

REFLECTION. From thequiet reflection will come even

effective action.

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FULFILLMENT, OPERATIONS & CUSTOMER SERVICE TRACKRoom: Skyline Ballroom A

How the Back End Contributes to the Bottom Line Operations is key to online success. These sessions will explain how e-retailers can stand out in customer service, problem resolution, order follow-up and delivery. The underlying theme in all these sessions is how managing back-end costs and processes can create a price advantage at the front end.

Sponsored by Convey


10:30-11 a.m.Building Loyalty Through High-Touch Customer ServiceSPEAKERS: Kelli Durkin, Vice President of Customer Service, Chewy.com; Ryan Lane, Founding Owner, Dream Beard

11-11:30 a.m.Manage Returns Effectively Without Sandbagging SalesSPEAKERS: Bradford Smith, Chief Operating Officer, Jack Grace; Sandro Roco, Director of Strategic Initiatives, Bombfell


1:15-1:45 p.m.Too Fast? Too Slow? Industry Standards and Customer Expectations for DeliverySPEAKERS: Ken Cassar, Principal Analyst, Slice Intelligence; Lauren Freedman, President, The E-tailing Group

1:45-2:15 p.m.How to Stay on Top of Operations When Selling EverywhereSPEAKERS: Derek O’Carroll, Chief Executive Officer, Brightpearl; Scott Palmer, Chief Operating Officer, Spikeball Inc.


3:15-3:45 p.m.Ensuring

Security in a Less-Than-Secure

EnvironmentSPEAKER: James Houlihan,

Co-Founder, Paladin Group

3:45-4:15 p.m.Scaling Fulfillment and the Strategic Use of Seller-Fulfilled PrimeSPEAKER: Rob Latham, Chief Executive Officer, List Co. Inc.

4:15-4:45 p.m.Want 2 Return, Can U Help? Text Message Customer Service


Explore these popular Chicago recommendations for world-class food, fancy cocktails and out-of-the-box activities.

EAT.Kick off your evening with some Vietnamese food at HaiSous. Located near McCormick Place in the Pilsen neighborhood, this new hotspot in the city offers up great food and ambiance. 1800 S. Carpenter St.M-Sat: 5-11 p.m; Sat-Sun: 10 a.m.-3 p.m.www.haisous.com

DRINK.Lost Lake is a tiki bar that shows its love of tropical paradise both inside and with their eclectic drink menu.

3154 W Diversey Ave.M-F: 5 p.m.-2 a.m.; Sat: 4 p.m.-3 a.m.; Sun: 5 p.m.-2 a.m.www.lostlaketiki.com

PLAY.Have some fun with your new friends at AceBounce, where you can play ping pong while having a drink or grabbing some food. 230 N. Clark St.M-Thurs: 4 p.m.-Midnight; Fri-Sat: 12 p.m.-1 a.m.; Sun: 2-11 p.m.www.acebounce.com/chicago

EAT.DRINK. PLAY.

— Richard Branson, Virgin Group Founder

“You should not build your CUSTOMER SERVICE

WHIMS

”premise that your

question the

of your clients.

on the

organization will never




MARKETING: PROVEN WINNERS TRACKRoom: Skyline Ballroom E

Find New Ways With Tried and True Tactics The established workhorses of online marketing remain strong — when they adapt to the continuous change of the online environment. This track will cover consumer behavior trends, new shopping and marketing channels, and evolving ways customers communicate with brands. Attendees will learn how to flex marketing essentials for 2018 and beyond.Sponsored by Zaius

10:30-11 a.m.How to Apply the Strategies of Retail’s Top Email MarketersSPEAKERS: Cindy White, Senior E-commerce Marketing Manager, Plow & Hearth; Ian MacDonald, Director and General Manager, Silver Star Brands (formerly Miles Kimball)

11-11:30 a.m.Drive Loyalty by Getting PersonalSPEAKERS: Caitlin Flemming, CRM Manager, Paul Fredrick; Scott Drayer, Vice President of Marketing, Paul Fredrick


1:15-1:45 p.m.Understand What Your Analytics Are Telling You — and Take ActionSPEAKERS: Danny Gavin, Vice President, Director of Marketing, Brian Gavin Diamonds; Henry Quinn, Manager, Digital Analytics, L.L. Bean

— Katrina Lake, Stitch Fix Founder

“Ultimately, my belief is that the

BEST MARKETING

”is creating a product that

people areEXCITEDto talk about.

Period.

1:45-2:15 p.m.Reach Out and Acquire a Customer — Through Live Event MarketingSPEAKERS: Lisa Green, President, BeautyKind; Mike Birt, Chief Marketing Officer, Grunt Style


3:15-3:45 p.m.Creatively — and Cost-Effectively — Generate Content That Drives ConversionsSPEAKERS: Chris Davis, Chief Executive Officer and Co-Founder, Loot Crate; Jaffer Ali, Chief Executive Officer, PulseTV

3:45-4:15 p.m.Google and Facebook and Snapchat, Oh My! Where and How to Spend Your Ad Money NowSPEAKERS: Julia Olson, Chief Executive Officer, TreeHut.co; Steve Dinelli, Chief Executive Officer, Blackbird Garage

4:15-4:45 p.m.Connecting With the Z GenerationSPEAKERS: Rachel Tipograph, Chief Executive Officer and Founder, MikMak.tv; Tiffany Zhong, Chief Executive Officer and Founder, ZebraIQ

4:30-6:30 p.m.Cocktail Reception and networking in the exhibit hall. Stop by for a complimentary beverage and to browse the top solution and technology partners.

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FASHION: TRY IT ON! TRACKRoom: Skyline Ballroom B

Fast, Bold MovesFashion moves fast, fails fast, learns and regroups fast. In this track, we’ll explore new ways to speed delivery, heighten

personalization and how to take advantage of new opportunities in social media to create a unique and direct connection to the customer. The runway for innovation just got shorter.

— Sam Altman, President, Y Combinator

“Speed is one of your main

Move

”FAST.

ADVANTAGES over largecompetitors.

10:30-11 a.m.Visual Search and Discovery — Transforming the Shopping ExperienceSPEAKERS: Amy Vener, Lead, Retail Vertical Strategy, Pinterest; Tricia Binder, Senior Director, Consumer Marketing, Trunk Club

11-11:30 a.m.Home in on the Best Ways to Scale for Rapid GrowthSPEAKERS: Jules Pieri, Co-Founder, Chief Executive Officer, The Grommet; Katie Evans, Chief Technology Editor, Internet Retailer


1:15-1:45 p.m.Shoppable Augmented Reality Puts New Face on Conversion, Personalization

1:45-2:15 p.m.Heighten the Brand Profile SPEAKERS: Mike Zhang, Founder, Chief Executive Officer, Fenrici Brands; Joel Reichert, Owner, Maven Thread


3:15-3:45 p.m.Shopping and Serotonin: How to Master the Experience in Store, on MobileSPEAKERS: Amra Tareen, Head, Innovation, Bed Bath & Beyond; Jennifer Sharp, Vice President, Partnerships, Enterprise Business Development, Tophatter

3:45-4:15 p.m.See Now Buy Now — Shoppable ContentSPEAKER: Craig Kapilow, Senior Director, Integrated Marketing, Rue La La

4:15-4:45 p.m.Mobile Marketing: Key Strategies for Driving GrowthSPEAKERS: Michael Scheiner, Senior Vice President, Global Marketing, Hollister; Kathleen Gambarelli, Global Product Strategy Lead, Commerce, Snapchat





OMNICHANNEL LEADERSHIP TRACKRoom: Skyline Ballroom D

Optimizing Physical and Digital Assets

Retailers with physical and digital store assets are getting more creative in leveraging the strengths of each channel. This track

will examine best practices for creating a seamless experience for shoppers wherever they are.Sponsored by Zaius

10:30-11 a.m.Building Omnichannel Teams, Technology and GoalsSPEAKERS: Alex Lirtsman, Co-Founder, Chief Strategist, Ready Set Rocket; Matt Butlein, Chief Vision Officer, Nuts.com

11-11:30 a.m.Sneak Peek Into Shoppers’ Shifting Preferences at Every TouchpointSPEAKER: Erin Jordan, Lead, Retail Technology Practice, Walker Sands Communications


1:15-1:45 p.m.Harmonize Systems for Optimum Visibility Into Inventory — EverywhereSPEAKERS: Kelly Milazzo, Vice President, Operations, Toad & Co.; Matt Rhodus, Director, Industry Principal, Retail Apparel, Oracle Netsuite

1:45-2:15 p.m.A Store Pickup Ecosystem for Online OrdersSPEAKER: Justin Sessink, Manager, Program Development, Digital Shopping, E-commerce, Meijer


3:15-3:45 p.m.Think Mobile Go Local: Digital Ads That Escort Shoppers Into Your StoreSPEAKERS: Jason Gowans, Vice President, Marketing Analytics, Technology, Nordstrom; Graham Mudd, Director, Monetization Product Marketing, Facebook

3:45-4:15 p.m.Unlock the Secret to Incentives That Are Fair and Fruitful for All ChannelsSPEAKERS: Jim Okamura, Managing Partner, Okamura Consulting; Kara Strong, Vice President, Strategy Planning, Bassett Furniture

4:15-4:45 p.m.BOPIS and RFID and WDIDTS (Why Didn’t I Do This Sooner)SPEAKER: Mark Roberti, Founder and Editor, RFID Journal


— Forrester Research

Omnichannel is the

CONSUMER-FACINGmost frequently cited

initiative executives areprioritizing.



Main Day 2THURSDAY / JUNE 7

8:15-8:45 a.m.Keynote: The Digital Innovation That Built a HouzzSpeaker: Alon Cohen, President, Co-Founder, Houzz

Providing consumers with a whole new way to get design inspiration, hire professionals and shop for products and materials for their home renovation and design projects has built Houzz into a red-hot

company now valued at $4 billion. Keynote speaker and Houzz co-founder Alon Cohen will detail how listening to homeowners and home pros and innovating to meet their needs created a vibrant community of more than 40 million monthly unique users around the world. With more than 15 million home photos, 1.5 million active home professionals and more than 10 million products from more than 20,000 sellers, Houzz helps people go from inspiration to shopping and execution. From its beginnings as a side project to help its founders with their own home remodel, to its evolution as the site Wall Street called a “trifecta of content, community and commerce,” the Houzz story will offer insights and inspiration for all.

8:45-9:15 a.m.Featured Address: Fashion Forward — Blending Data and Design to Succeed in Today’s Retail EnvironmentSpeaker: Mariah Chase, Chief Executive Officer, Eloquii

Introducing a brand and scaling it to make it a leader in fashion retailing takes skill and will, and a careful navigation through today’s challenging specialty retail environment. But that’s what Eloquii, led by Chief

Executive Officer Mariah Chase, has done in taking an underutilized store brand, granting it new life online and growing it into a thriving brand that addresses the needs of the (until now) underserved plus-size apparel market. In this session, Mariah will share how she merges the artfulness of fashion with data science to maximize Eloquii’s success, strategically growing the company’s brand recognition among its target customers and, alongside it, has grown revenue to more than $50 million in just four years.

EVENT GUIDE

9:30-10:30 a.m.BreakVisit the exhibit hall and find new solutions.

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THURSDAY / JUNE 7 / MAIN DAY 2

MANAGING TECHNOLOGY TRACKRoom: Skyline Ballroom D

Making the Right Decisions in a World of Choice Choosing wisely among new e-commerce technologies and the demands of legacy systems in need of an update is tougher than ever for retailers. This track will cover questions facing retail technology managers and decision-makers, such as how to make website performance bullet-proof, how to get the most practical use out of

analytics and what to prioritize when replatforming the back office.

10:30-11 a.m.Institutionalize Innovation — Even if You Can’t Swing a Lab

11-11:30 a.m.Listening to Cassandra: Getting the Future RightSPEAKER: Thornton May, Futurist, Executive Director, Dean, IT Leadership Academy


1:15-1:45 p.m.Counter the Amazon Effect by Mastering ExecutionSPEAKERS: Edward Wong, Senior Vice President, Supply Chain, Chief Information Officer, Smart & Final; Roe McFarlane, Chief Digital Product and Marketing Officer, Follett Higher Education Group

1:45-2:15 p.m.AR Done — and Fun! Don’t Abandon That Idea You Are Itching to TrySPEAKER: Jon Kubo, Chief Digital Officer, Tillys


3:15-3:45 p.m.Avoiding Pitfalls of Machine Learning With (Un)Common SenseSPEAKERS: Forest Bronzan, Chief Executive Officer, Co-Founder, Email Aptitude; Michael Kaselitz, Director, E-commerce, Peter Millar

3:45-4:15 p.m.Think Like a Tech Startup: Tech Growth With Retail EfficiencySPEAKER: Jonathan Wu, Partner, Tomo Ventures

4:15-4:45 p.m.Personalization 2.0: Making the Move to IndividualizationSPEAKER: Brendan Witcher, Vice President, Principal Analyst, Forrester Research

Explore these popular Chicago recommendations for world-class food, fancy cocktails and out-of-the-box activities.

EAT.Stroll Michigan Avenue and it’s easy to miss The Purple Pig — but make sure you get there to experience the Mediterranean small plates and more.

500 N. Michigan Ave.Daily: 11:30 a.m.-11 p.m.www.thepurplepigchicago.com

DRINK.Located in Fulton Market, Prairie School is one of the newest spots for epic drinks with a Frank Lloyd Wright theme. 1000 W. Fulton MarketSun-Fri: 4 p.m.-2 a.m.; Sat: 4 p.m.-3 a.m.www.prairieschoolchicago.com

PLAY.Try your hand at axe throwing at Bad Axe, located in the trendy West Loop neighborhood. Bring some friends, wear some flannel and have a blast.

65 N. Loomis St.Daily: 8 a.m.-11 p.m. (appointment only)www.badaxethrowing.com

EAT.DRINK. PLAY.

is not within your repertoireCOLLABORATION

of skills, how can you evenknow what you

If

MISSING?are

“

”— Thornton May, Futurist




10:30-11 a.m.Bye-Bye, Buy Box: A Merchandising Strategy Gets a Boost by Going Private-LabelSPEAKER: Jason Boyce, Co-Founder and Chief Executive Officer, Dazadi

11-11:30 a.m.The Site Tweaks That Drive SalesSPEAKERS: Felipe Araujo, Director, E-commerce, Diane von Furstenberg; Graham Cooke, Co-Founder and Chief Executive Officer, Qubit

MERCHANDISING TRACKRoom: Skyline Ballroom A

The Fine Art of Connecting With Online Shoppers

With consumers jumping easily from site to site, the challenge is to capture them when they’re at your site, convert them into

buyers and entice them to buy more. These sessions will help retailers understand the latest concepts in online merchandising, including 3-D, video, content and mobile, and how to apply them to their own online retail operations.


1:15-1:45 p.m.What’s Next: A Top Retailer’s Merchandising Team Looks Ahead

1:45-2:15 p.m.Optimizing Your Online Customer Experience for SalesSPEAKERS: Chris Goward, Founder, Chief Executive Officer, WiderFunnel; Mike Moussa, Associate Vice President, E-commerce, FGL Sports


3:15-3:45 p.m.What Drives Shopper Decisions: Research These Metrics for Smarter MerchandisingSPEAKERS: David Bakey, Director of Marketing, Harry’s; Michael Mace, Vice President, Product Marketing, UserTesting

3:45-4:15 p.m.Using Machine Learning to Power Product Discovery for Big ResultsSPEAKERS: Carter Perez, Vice President, Sales, Americas and Australia, SLI Systems; Heather Gassman, E-commerce Product Manager, Crate & Barrel

4:15-4:45 p.m.It’s All About Us: How User-Generated Content Boosts SalesSPEAKERS: David Blades, Director of Marketing, Jenson USA; George Eberstadt, Chief Executive Officer, Founder, TurnTo

HELPFUL.

I find, in merchandising and design and creative, “”— Mickey Drexler, Chairman, J. Crew

a BUSINESS SCHOOL DEGREEisn’t particularly

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BRAND BUILDING TRACKRoom: Skyline Ballroom C

Getting Recognition in a Crowded Online MarketBuilding brand recognition online among consumers with ever-shorter attention spans requires creative thinking — and a lot of hard work. These sessions — all new for 2018 — will share the brand-building strategies and front-line brand-building techniques being used by newer, quickly scaling online retailers.

10:30-11 a.m.Blending Branding With a Cause: How a Young Brand Built a Name by Targeting an Affinity and Doing Good

11-11:30 a.m.The Branding Value and ROI of Pop-Up Stores for Online RetailersSPEAKERS: Allison Sommer, Director of Marketing, The RealReal; Fan Bi, Chief Executive Officer, Co-Founder, Blank Label


1:15-1:45 p.m.Video and Social: A Match Made in Digital Marketing HeavenSPEAKERS: Chris Innes, Chief Operating Officer, Steelhouse; Sam Henning, VP of E-commerce, Beachbody; Shawn Clark, Director, Paid Acquisition Marketing, Build.com

1:45-2:15 p.m.10 Cheap Ways to Acquire Customers and Spread the Word About Your BrandSPEAKER: Taylor Offer, Chief Executive Officer and Founder, FEAT Socks

2:15-3:15 p.m.Break. Visit the Exhibit Hall and find new solutions.

3:15-3:45 p.m.Building Brand CredibilitySPEAKERS: Raphi Mahgerefteh, Founder and Chief Executive Officer, Allurez.com; Lory Day, Owner, Waitstuff

P&L.

LONG-TERM, SUSTAINABLE

I don’t believe that if you are going to build a

PERFECT

“

”— Angela Ahrendts, Apple Executive

brand that you can chop up every component part and expect everyone to have a

3:45-4:15 p.m.The Medium Is the Message: How to Benefit From Traditional Media AdvertisingSPEAKERS: Marshall Rule, President, SCOTTeVEST; Matt Fitzgerald, Vice President of Marketing, HelloFresh

4:15-4:45 p.m.From Micro Brand to Mega Hit: What Facebook Advertising Taught Us About Growing a Brand Via SocialSPEAKERS: Sarah Rogers, Performance Manager, CPC Strategy; Whitney Greken, Director of E-commerce Marketing, Envelopes.com/BIGNAME Commerce

NEW!



10:30-11 a.m.Hit Your Target With Smart Social Ad CampaignsSPEAKERS: Kate Keenan, Director of Digital Marketing and Analytics, Erin Condren; Michael Mothner, Founder, Chief Executive Officer, Wpromote

11-11:30 a.m.Go Native: Maximize the Potential of a Consumer-Generated Content LandslideSPEAKER: Dan Greenberg, Chief Executive Officer and Co-Founder, Sharethrough


1:15-1:45 p.m.AI-Infused Marketing

MARKETING: NEW TACTICS TRACKRoom: Skyline Ballroom E

Reaching Shoppers in Fresh WaysOnline marketing keeps growing in sophistication as big data, new technologies and new methodologies hack more

deeply into the mind of the shopper. As a result, marketing is becoming even more effective at anticipating what shoppers want and serving it up to maximize appeal. This track will explore advancements in digital marketing and visit new ways with established marketing methods.

1:45-2:15 p.m.How to Sell Online When Google and Facebook Won’t Take Your Ad MoneySPEAKER: Ben Petersen, Marketing Manager, Blade HQ


3:15-3:45 p.m.Keywords: A Picture’s Worth a Thousand ClicksSPEAKERS: Aubrie Richey, Senior Director, Paid Social Media, TechStyle; Loree Lash-Valencia, Head, E-commerce Sales, Smartly.io

I notice increasing reluctance on the part of marketing executives

JUDGMENT;“

”— David Ogilvy, Advertising Executive

to usetoo much on research, and they use it as a drunkard uses a

lamp post for support, rather than for ILLUMINATION.

3:45-4:15 p.m.Advertising Morning, Noon and Night: Reaching Consumers Across DevicesSPEAKERS: Caitlin Halpert, Growth Engineer, 3Q Digital; Christine Fabi, Senior Director of Marketing, Wine.com

4:15-4:45 p.m.Marketing in the Age of AmazonSPEAKERS: Mark Zurfluh, Integrated Marketing, Media Leader, Kimberly-Clark Corp.; Daanish Chishti, Group Director, Partner, Mindshare; Oren Stern, General Manager, E-commerce, Kenshoo

they are coming to rely


34 irce.com

IRCE 2018

#IRCE18



MARKETPLACES TRACKRoom: Skyline Ballroom B

Marketplaces: The 21st Century Shopping Mall Online marketplaces are becoming the modern shopping mall as many consumers shop the marketplace and not a retailer’s stand-alone site. These sessions will help retailers sort through their marketplace options and understand what they need to do to succeed.

10:30-11 a.m.Marketplaces in 2018 and What’s Coming in 2019SPEAKER: Fareeha Ali, Director, Research Strategy, Internet Retailer

11-11:30 a.m.Crunch the Numbers — Is It Marketplace or Just Me?SPEAKERS: David Wachter, President, Direct Group, Jimmy Jazz; Jason Stutes, Director, Analytics, Design, ShoppersChoice.com


1:15-1:45 p.m.Niche Marketplaces — When It’s Time to ‘Go Vertical’SPEAKERS: David Sasson, President, Chief Executive Officer, overstockArt.com; Lief Storer, Director, Marketplaces, Teespring

1:45-2:15 p.m.Beyond Selling — Marketplaces as a Customer Acquisition ChannelSPEAKER: Cooper Smith, Director, Research, L2

2:15-3:15 p.m.Break. Visit the Exhibit Hall and find new solutions.

3:15-3:45 p.m.Marketing on AmazonSPEAKERS: Chris Perry, Senior Director, E-commerce, Kellogg’s; Melissa Burdick, Chief Executive Officer, day1digital

3:45-4:15 p.m.Whack-A-Mole Medalists — Making MAP Happen and Grey Be Gone!SPEAKERS: Eugene Zelek, Partner, Taft Stettinius & Hollister LLP; Todd Myers, Vice President, Sales, Wüsthof-Trident of America

4:15-4:45 p.m.Calling All Brands: Your Amazon Checklist to Drive SalesSPEAKERS: Courtney Manuel, Assistant Marketing Manager, eTail Strategy, Development, Guthy-Renker; Rick Backus, Chief Executive Officer, CPC Strategy

fitting in is a failure.In a crowded marketplace,

INVISIBLE.— Seth Godin, Author

In a busy marketplace,not STANDING OUT

is the same as being

“

”

CHECK THE IRCE

mobile app

FOR DETAILED SESSION

DESCRIPTIONS.

FRIDAY / JUNE 8 / POST-CONFERENCE WORKSHOP

SEARCH WORKSHOPRoom: 184 ABC

Are Your SEO and SEM Keeping Up?

Retailers rank search engine optimization and search engine marketing as a top online marketing method. But every

seasoned retail marketer knows that when it comes to acquiring customers, yesterday’s SEO and SEM approaches don’t necessarily work as well today. This workshop will cover the most effective search practices to turn searchers into buyers.

8-8:15 a.m.The State of E-Commerce SearchSPEAKER: Zak Stambor, Editor, Internet Retailer

8:15-8:45 a.m.Paid Search Cross-Device Growth: Tactics to Drive Campaign Results on MobileSPEAKERS: Denis Coombes, Director of Sales, ROI Revolution; Michael Dominelli, President, PinMart.com

8:45-9:15 a.m.Overhauling Your Site? Save Your SEOSPEAKERS: Ashlee Colliver, E-commerce Marketing Lead Strategist, Classy Llama; Scott Bigler, Founder, Chief Executive Officer, Scott’s Dental Supply

9:15-10:15 a.m.Live Site Reviews for SEOSPEAKER: Stephan Spencer, Co-Author, “The Art of SEO”

10:15-10:30 a.m.Break

10:30-11:15 a.m.How to Attract Bonafide Backlinks That Boost SEOSPEAKERS: Cory Levins, Director of Business Development, Air Sea Containers; Ronald Dod, Chief Executive Officer, Partner, Visiture LLC

11:15-11:45 a.m.Leveraging Paid Search for Multichannel SuccessSPEAKERS: Brett Curry, Chief Executive Officer, OMG Commerce; Steven Sashen, Chief Executive Officer, Xero Shoes

11:45 a.m.-12:15 p.m.How to Do Keyword Research in 2018SPEAKERS: Keyur Shah, Owner, Paperandmore.com; Jeff Oxford, Founder, Chief Executive Officer, 180 Marketing

12:15-1 p.m.Geo-Targeted SEO for the Online RetailerSPEAKERS: Benj Arriola, SEO Director, Myers Media Group; Clara Li, Product Manager, SEO, Grubhub

We used to think that theenterprise was the hardestcustomer to satisfy, but we were WRONG.

~ Eric Schmidt, Google Executive Chairman (Former)

“

”

It turns out consumersare harder than the enterprise because the consumer will not give you a SECOND

CHANCE.



DESIGN & USABILITY WORKSHOPRoom: 185 ABC

The Techniques That Engage ConsumersFundamental to a website’s success is the ability for shoppers to understand quickly how to find what they want and to navigate to the product, put it in a cart and check out fast. This workshop provides guidance on designing sites for desktop and mobile, and making sure they’re easy to use.

8-8:15 a.m.Welcome and IntroductionSPEAKER: Don Davis, Editor at Large, Internet Retailer

8:15-8:45 a.m.New Design Ideas That Help Shoppers Browse and BuySPEAKERS: Jan-Niklas Kokott, Head, User Experience, Glossier; Josh Levine, Chief Experience Officer, Cake & Arrow

8:45-9:30 a.m.Speed Leads: Five Mobile Design Tips for Increasing ConversionSPEAKERS: Wilson Kerr, Vice President, Business Development & Sales, Unbound Commerce; Heath Miller, Senior E-commerce Operations Specialist, Equippers.com

easy … make it pink and fluffy!

We won’t be different for different’s sake. Different is

BETTER IS HARDER.

— Jonathan Ive, Apple Design Chief

“

”Making something different often has a corporate agenda.

IRCE 2018

36 irce.com

11:15-11:45 a.m.Free and Low-Cost Tools for Mobile Site DesignSPEAKERS: Craig Smith, Chief Executive Officer, Trinity Insight LLC; Ryan Guldberg, Director, E-Commerce Marketing, I See Me!

11:45 a.m.-12:15 p.m.Measuring What MattersSPEAKER: Cliff Crocker, Director, Product Line, Akamai Technologies

12:15-1:15 p.m.Eye on Design: Live Site ReviewsSPEAKER: Josh Levine, Chief Experience Officer, Cake & Arrow

9:30-10:15 a.m.Site Design: A Data-Driven Look at the Anatomy of a Visually Effective WebsiteSPEAKERS: Kurtis Morrison, Head of Client Services, EyeQuant; Rasmus Horn, Experience QA and Delivery Manager, Lego

10:15-10:30 a.m.Break

10:30-11:15 a.m.Optimizing for Conversion? It’s All About ScienceSPEAKERS: Brian Massey, Co-Founder, Conversion Sciences; Ewen Cameron, Director of E-commerce, Galeton



B2B WORKSHOPRoom: 183 A

B2B E-Commerce: No Turning BackMany businesses are adopting e-commerce to sell to their B2B customers as a way to create operating efficiencies and

reduce costs. This workshop will present sessions on how to become and how to grow a B2B e-commerce company, including sessions on fulfillment, marketing, and website design and usability.

Sponsored by Oracle Netsuite

8-8:15 a.m.Welcome and IntroductionSPEAKER: Paul Demery, Editor, B2B E-Commerce News/Internet Retailer

8:15-8:45 a.m.A Wholesaler’s Formula for Year-After-Year E-Commerce GrowthSPEAKERS: Fred Pannek, President, Mud Pie; Eric Dean, Chief Executive Officer, Founder, Whereoware

8:45-9:30 a.m.Trends and Dialogue: What’s Ahead for B2B E-CommerceSPEAKERS: Justin King, Founder, eCommerceandB2B.com; Sean McDonnell, Founder and Chief Executive Officer, TruPar.com

9:30-10:15 a.m.Self-Service and Sales Reps: Getting the Most Profitable MixSPEAKER: Marta Dalton, Director of E-commerce, Coca-Cola

10:15-10:30 a.m.BreakSponsored by Oracle Netsuite

10:30-11:15 a.m.Personalization: How to Win More Market ShareSPEAKERS: Gene Alvarez, Vice President and E-commerce Analyst, Gartner Inc.; Sean Cummings, Director, E-Commerce, Parts Support Services, Wynright Corp.

11:15-11:45 a.m.Product Information Management: the Foundation of a Strong E-Commerce Site

11:45 a.m.-12:30 p.m.Amazon Business: Strategies for Co-OpetitionSPEAKERS: Brian Fricano, Chief Executive Officer, Sustainable Supply; Matt Clark, Global Head and Vice President, E-commerce & Digital Marketing, Premier Farnell

12:30-1:15 p.m.Live Site Reviews: How Well Does Your B2B Site Measure Up?SPEAKERS: Lori McDonald, President and Chief Executive Officer, Brilliance Business Solutions; Matt Collins, Executive Creative Director, Gorilla Group

B2B or B2C anymore. You areI don’t think anybody’s just

BUSINESS TO INDIVIDUAL.

— Ginni Rometty, IBM CEO

“”

B2I —


IRCE 2018 Agendas · Shoppers: A Perfect Match Online and Off ... well as the brand’s give-back mission: for every pair ... stop hiding and get unstuck.

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