IRCE 2008 Session Descriptions
Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.
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Day Three—June 11, 2008 Track D: Web Marketing Techniques that Convert Shoppers To Buyers As online shopping becomes mainstream, consumers will expect and respond to marketing and merchandising that follows conventions. These sessions will tell retailers where marketing and merchandising are going, when to follow the rules and when to break them. |
12:00 - 12:30 p.m. Consumers raise their voice: Keeping track of your brand online Stephanie Schwab,
Vice President, Converseon Inc. Lindsay Lebresco,
Public Relations Manager, Graco Children's Products If there's one thing that everyone agrees the Internet has accomplished it is the empowerment of consumers. No technology or process in the past has given consumers the power amplify what they think of a brand. It's a development that all retailers should be aware of. No matter how good your brand, how well you treat your customers, or how outstanding your products, there will always be a customer carping about something. A few years ago, that noise would have been confined to a neighborhood or a social circle. Today's it's on the Internet for everyone to hear. Some retailers have developed ways to manage brand presentation online. This session will feature a provider of technology for managing brands online and a retailer who will discuss how to find out what's being said about you, when the appropriate time is to respond to comments and when to ignore them, how a retailer should respond and how to engage critics so as to turn them into fans. |