May 18. 2016

Home-stretch! Start the last day of eTail Canada right with breakfast and networking.

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Today’s consumers research, browse and buy across multiple devices, and demand an engaging experience at every touchpoint. Marketers must deliver personalized experiences to stay relevant at every point in the buying journey to maximize on sales. This session, based on an analysis of shopping data from Q4 2015, and led by Criteo’s EVP of Americas, James Smith, will explore what consumer behavior looks like globally and locally, revealing three key strategies to master consumer-centric marketing.

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Last September Fruits & Passion launched its brand new website and has been over performing since in most key metrics in its industry. The key: the power of that ever important “click”! And it is essential that these clicks transform themselves into sales and satisfied customers. During this session, Enrico will share with you:
• How to effectively display your product catalog on your site?
• What are your customers looking for?
• What functions are worth implementing?
• How to make life easier for your clients?

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Images, photos, blogs are flooding the internet from your customers—and they’re talking about your business! Since they’re a fan of you, show them some recognition (they love the re-grams!); borrow their content and enhance your SEO. By showcasing different perspectives, you can speak to different types of customers. The experts on this panel share their tips to:
• Establishing enterprise-wide best practices for your brand—what rules and links are essential to your SEO plan
• Building fresh and relevant content for SEO optimization
• Curating your brand’s products to ensure your product is relevant in the targeted shoppers’ search
• Creating valuable and shareable content for search engines to rank with essential, relevant keywords
• Incorporating keywords in social and brand content to make your webpage rank higher than your competitors

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Brands are under pressure from many macro and micro-economic factors. Many are taking the high road by redefining the client experience and transforming themselves from passive transactions to full-fledged client relationship builders. Has your brand begun its transformation? Milton Pedraza, a client-relationship building expert, leads this session in which you:
• Learn what Baby-Boomers, Generation-Xers, and Millennials require and expect from brands well beyond great products and in terms of client relationship building
• Understand how to redefine the relationship culture of in-store and call center brand ambassadors, and what you need to do to help them succeed and flourish
• Discover how to make your new client experience consistent across people, channels and client segments

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Toys”R”Us has been a leader in the omni-channel evolution, pushing the boundaries of how to leverage the Stores to drive ecommerce growth with same-day fulfillment and taking the technology that supports it’s commerce platform and putting it into the hands of their Store associates to raise the in-store shopping experience to a new level. But there are many challenges that Canadian retailers will face in the upcoming 18 months that need to be taken seriously if we want to continue to drive growth and compete in a Global environment.

• Impact of logistics challenges and how new competitors are over-coming to support cross-border sales and fulfillment
• Mobile continues to grow at a lower profitability – how to leverage the visitors to the mobile experience to support bricks and mortar sales growth
• Localization will become key in a competitive marketplace, what are the big data tools to drive local insights and messaging
• Future role of stores

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Your role in the retail environment has changed: you need to use your left and right brain, balance art and science, and be a creative while also being a scientist. And let’s not forget, you need to sell your product, with top customer service. The executives on this panel explore how they have adjusted their mindsets internally to enable the marketer to be a data scientist by:
• Forgetting the pretty: conducting A/B testing to understand what online content is grabbing users’ attention
• How personal is too personal? Straddling the “creepy yet accurate” line of curated selling based on CRM
• Attribution marketing models: planning your best plan of attack and breaking down information to relay to teams to push suggested products
• Experimenting with blending of content and commerce—your content moving customers around the site to discover more product

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Try to sit with someone you don’t know!

Who doesn’t love Toronto’s local Mill Street Brewery? Grab a micro-brew and enjoy the last but if networking.

These interactive sessions are your opportunity to ask personal Q & A from the presentations and network in a relaxed setting.

1. Mastering Consumer-Centric Marketing
James Smith, EVP Americas, Criteo

2. Actively Managing Your Affiliate Network To Drive Profitable Growth
Elissa Dancziger, eCommerce Marketing Manager, Groupe Dynamite

3. Creating A Successful And Profitable Marketplace Sales Channel For Your Online Business
Alex Tan, eCommece expert

4. Capitalizing On C2C Marketing For Content Success
Colleen Rodericks, Head of Ecommerce and Digital Marketing, Lastman's Bad Boy

5. Measuring The Effectiveness Of Your Social Media Efforts
Ammar Khan, Social Media Manager, Ford Motor Company Canada

6. Re-Inventing Bundling For The Future of eTail
Ahmed Doha Assistant Professor of Supply Chain Management Sprott School of Business, Carleton University

7. Attaining Profitability: Paths To Boost Margins
Allison Enright, Editor, Internet Retailer Magazine

8. Considerations For Omni-Channel Success
Jaylone Lee, eCommerce Manager, BESTSELLER
Patrick Suter, eCommerce Team Lead, BESTSELLER

Come join tomorrow's workshops!