IRCE 2008 Session Descriptions

Listed below is the individual session description. To view a speakers' bio simply click the links inside the session description.

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.

4:00 - 4:30 p.m.

Customer reviews: Getting them right

Sam Decker, Chief Marketing Officer, BazaarVoice

Matthew Kennedy, Marketing Manager, Search Analytics, Zale Corp.

One of the hottest trends in online retailing is customer reviews. Customers like writing them and customers like reading them. And customers who read reviews are more likely to convert to buyers than those who don't read them. But not all reviews and review programs are created equal. Getting reviews that help your sales is not simply a matter of making the process available. Our first speaker this session will discuss what his company did to encourage customers to write reviews; what it takes to manage reviews to make sure they are fair, accurate and don't contain offensive language and what benefits the company has derived. Our second speaker provides review technology for retail web sites. He will discuss which products are appropriate for reviews and which not and what retailers need to know before they deploy reviews.