February 8, 2012, 12:08 PM

Different types of retail require different types of e-commerce technology

An IRCE speaker will talk about how to make the right technology choices.

Thad Rueter

Senior Editor

Lead Photo

Mark Barnum

Call it the curse of growth: As e-commerce becomes ever more successful, online retailers face ever more complicated choices for the technology that runs their web stores. Mark Barnum, director of interactive technology for Burton Snowboards, will discuss those choices during the Internet Retailer Conference and Exhibition 2012  in June during a session entitled “Beyond the one-size-fits-all technology.

The manufacturer of snowboards and related products operates several e-commerce sites and bricks-and-mortar stores. In the past, such a retailer might have been able to get by with off-the-shelf e-commerce technology  also be used by other retailers, even those catering to a different type of consumer. But as more retailers move into niches, merchants need technology that caters specifically to their products and shoppers.

During his session, Barnum will challenge attendees to take a fresh look at their e-commerce offerings in order to think deeply about the technological tools that can better serve their customers.

“I hope the people that attend my session will be able to take a look at their own product lines and view them from a different perspective,” he says, “not one of knowledge, but one of ignorance and discovery.”

Barnum says his experience at Burton will guide his presentation. “We innovate constantly, and our site has depth and breadth that few in the industry have the stomach for,” he says. “The detail and functionality in our site sets a standard for excellence. It’s a good thing to carry that type of experience to this type of session.”

Internet Retailer’s editors asked Barnum to speak because he works closely with Burton’s internal design team to leverage the company’s underlying e-commerce system to its fullest capability. Prior to Burton, Mark worked in enterprise architecture and implementation and has brought methodology, process, and structure to the team at Burton.

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