May 1, 2007, 12:00 AM

Internet Retailer 2007 Conference & Exhibition

(Page 3 of 9)

Rex Creekmur, director of marketing, Rugs Direct
Site Search: Zero Results Ring Up Zero Sales

The most popular products and the items that best fit the search criteria must be immediately visible so customers quickly can find what they need. This session will show how Rugs Direct identified the best on-site keywords, how it optimized content related to the keywords, and how it took advantage of the site search box. Creekmur also will discuss how to streamline the customer experience.

Bill Cronin, e-commerce manager, Vermont Teddy Bear
Site Usability: Better Navigation Keeps E-Shoppers On Board

Vermont Teddy Bear doesn’t often make feature changes to its site, but when it does, it calls on customers to assist in the redesign. Customer feedback is one of its most important sources of usability information. Bill Cronin will describe how that information is collected through BizRate comments, feedback to call center agents, and analysis of orders that were entered incorrectly.

Maris Daugherty, senior consultant, J.C. Williams Group
Identifying the E-retailing Solutions Shoppers Find Most Useful

Based on J.C. Williams studies of what drives multi-channel shoppers to the web vs. stores and what converts them once on the web, Maris Daugherty will discuss the tools e-retailers need to provide to consumers online. "It’s not good enough simply to have site search any more," she says. "You need to look at new mediums and new technology tools that extend your reach and help you connect with shoppers."

Kelly Day, senior vice president, Discovery Interactive
Beyond Credit Cards: E-checks, PayPal, Google Checkout & Much More

Kelly Day will discuss why Discovery Interactive chose Bill Me Later as its first alternative payment method and that payment method’s impact on DiscoveryStore.com. She will address the resources and personnel involved with its implementation, how DiscoveryStore.com uses Bill Me Later marketing initiatives to drive traffic and sales, and how the partnership affects sales and incremental volume.

Ted Demopoulos, consultant, Demopoulos Associates
E-commerce Blogs: Finding Their Long-Term Value

"People trust companies less and less, especially after the Tyco and Enron disasters," Ted Demopoulos says. "And even if they love your company, there is likely less trust than just a few years ago." While shoppers might not trust companies, they trust people they know, he adds. "Blogging is a simple way to give your company one or more genuine, trustworthy faces of people they can do business with."

Jay DeWitt, partner, Glenbrook Partners
Beyond Credit Cards: E-checks, PayPal, Google Checkout & Much More

Jay DeWitt, a leading payments consultant who has advised numerous clients on the pros and cons of payment types, will talk about how alternative payment options such as e-checks, Google Checkout, Pay Pal and Bill Me Later work. He will also discuss pricing and the value proposition to both merchants and consumers. And he will outline the positives and negatives of each offering from a merchant’s point of view.

Tom Dickson, CEO, Blendtec
Blending Video and E-commerce

Tom Dickson will show how viral marketing and online video generated incredible exposure and recognition for a product and brand via a zany web site, WillItBlend.com. He will discuss campaign results and show how a well-run Internet video campaign can deliver significant results in terms of both brand awareness as well as increased sales. And attendees can count on viewing Dickson’s favorite "extreme blending."

Albert DiPadova, president, Due Maternity
The New Personalization-Making Suggestions Relevant

How do you reach out to shoppers when you have a marketing department of one? Albert DiPadova answers that Due Maternity uses inexpensive or free technology to connect with expectant parents and make its site an interesting place to shop. He will discuss how to coax shoppers into registering with incentives and features such as videos, and build a relationship with product suggestions and offers.

Brian Elliott, chief operating officer, Alibris
E-commerce Blogs: Finding Their Long-Term Value

The most enthusiastic and effective sales associates in a retail store might well tell customers, "I can talk about this all day long." Today, if they can do that in the store, they can do it online as well, through blogs. Blogs now serve several purposes at retail web sites. They establish a retailer’s credentials and engage shoppers in a way retailers hope will turn them into buyers. Brian Elliott will discuss blogging at bookseller Alibris.

Gary Ervin, vice president of customer acquisition, Shopzilla
Getting Better Mileage From the Search Engines

With growing competition for keywords, many e-retailers find the best terms too costly. Gary Ervin, who has become an expert in search engine marketing as a result of his customer acquisition responsibilities with comparison shopping site Shopzilla, will outline the ways in which consumers respond to different keywords and how retailers should refine their search marketing approaches.

Julie Fergerson, vice president, emerging technologies, Debix Inc.
Web Security: Identifying and Avoiding the Scam Artists

Online retailers faced a never-ending barrage of scams from around the world. Julie Fergerson, a leading risk expert and a founder and director of the Merchant Risk Council, will tell retailers about the latest online scams and how to avoid them. She’ll also explain what Internet retailers can do to remain on guard against the ever-evolving fraudulent schemes devised by crooks worldwide.

Stuart Frankel, chief operating officer, Performics Inc.
Affiliate Networks: The New Muscle in Web Marketing

Stuart Frankel will discuss the power of affiliate marketing as an offer-driven channel. Savvy marketers have learned that affiliate marketing provides a fruitful testing ground, allowing them to test the effectiveness of offers as well as gain many other marketing insights. Frankel will provide a detailed view of affiliate marketing’s continued evolution from the perspectives of marketers, publishers and affiliate networks.

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