Unleashing the Retailing Power of the Web

Guide to E-Commerce Technology

The web is starting to flex its muscle in retailing. No longer just another distribution channel, the web affects all aspects of retailing. It accounts for 5% of retail sales today and will account for 13% in 2010, Forrester Research predicts. But its reach goes far beyond online sales. The web influences 15 times more offline sales than it generates online, says Jupiter Research. And the web exerts a strong influence on marketing campaigns, customer relationship management and inventory systems. The speakers at Internet Retailer 2005 will address all the ways in which the web influences retailing today. Here are the speakers and the topics they will address:

Tom Beckwith, vice president, Amazon Services

Day One Keynote Address: Unleashing the Retailing Power of the Web

Unleashing the power of the internet is the lifeblood of Amazon. In Tom Beckwith`s keynote address, he will provide an overview of where Amazon.com started and insights into its vision of retailing in the future. Beckwith will share how Amazon Services is supporting the growth of leading retail businesses, detailing how Amazon is working with partners, both retailers and technology specialists, to innovate and push the envelope on new and improved ways to deliver compelling customer experiences. He`ll also discuss the powerful combination of channels working together including web, phone, and stores to build customer loyalty.

Fiona Dias, president, Circuit City Direct

Day Two Keynote: Bringing the Internet into the Store

"Achieving integration of the online and in-store experience requires coordination across the organization--and we all know that`s easier said than done," Fiona Dias says. "People, processes, technology, metrics all must come together to deliver a seamless experience to customers." Dias will share insights into Circuit City`s quest to integrate clicks and bricks. With its e-commerce launch in 1999, CircuitCity.com became a pioneer in multi-channel integration, offering the convenience of online ordering and in-store pick-up within minutes after the order is placed. In her keynote address, Dias will discuss how the award-winning site continues this strategy.

Ray Allen, president, American Meadows

Search Engine Marketing: Managing Search for ROI

Little guys have many advantages over the big boys and Ray Allen will focus on how small Internet retailers can grow by using these advantages. "We are more nimble and can move faster," Allen says. "And particularly with the new (somewhat) level playing field that pay-per-click advertising offers we can compete directly, and often in a smarter way." Allen will explain how online retailers can maximize ROI in their PPC advertising, and touch on other often ignored areas, such as copy writing.

Kent Anderson, president, Macys.com Inc.

Dressing up the Web: Soft Goods Get New Respect Online

2004 was the year for Fashion Ready-to-Wear at Macys.com and it worked, says Kent Anderson. "After establishing one of the largest and most distinctive home businesses on the Internet we knew we had an affluent and interested customer and we wanted to understand how we could convince her to buy ready-to-wear," Anderson says. "I will discuss the the four priorities and the successes we realized from their execution."

Michael Arking, president, FrenchToast.com

Outsourced Customer Service: The New Eyes and Ears of Retailers

Retaining customer insight is often a concern to retailers who outsource customer service. Michael Arking will discuss how French Toast, online retailer of school uniforms, communicates with its service provider so French Toast knows what customers are thinking. "Our service provider lets us know what customers are saying about the quality of our products, what products customers want to buy and other comments," Arking says.

Laurie Barkman, manager of marketing, ae.com

Affiliate Marketing: Playing to Your Strengths

Affiliate marketing programs don`t have to be colossal to be successful. American Eagle Outfitters has found a small controlled program fits its needs best. Laurie Barkman will discuss the strategy behind an invitation-only affiliate program, discussing the organizational and marketing issues, strategies for program growth, success measurement metrics and online brand management considerations.

Jeff Binder, CEO, Saffron Rouge Inc.

The Small Retailer Experience: Success Stories from Scratch

What are five key factors that go into building a successful retail dot-com from scratch? The answers may surprise you. Jeff Binder shares the experience of organic beauty retailer Saffron Rouge in building a retail web site. His talk takes a look under the hood at a thriving e-commerce business: the technology, the performance metrics, marketing strategy, the positioning you want to own and the business model that makes everything sink or swim.

Heather Blank, director, e-commerce marketing, PETCO Animal Supplies

How to Build an E-Mail List--And What to Do with It

While many retailers focus on getting a large number of names on their e-mail marketing lists, Heather Blank believes it is more important to make sure lists include high-quality qualified names. Blank will detail how PETCO creates its list, including the use of photo contests, in-store signups, company registrations and web site pop-ups. She will explain how to utilize those lists and how to determine the customer`s most "seducible moment" through analyzing customer information and site browsing behavior.

Mark Bradley, vice president, Nextag

Shopping Comparison Sites: What Every Retailer Needs to Know

Although comparison shopping sites are popular with retailers, few know how to make the sites work best for them. Mark Bradley will detail strategies that can help retailers. Bradley will explain which categories have been the most successful for retailers on the Nextag site as well as discuss which systems and tools, including advanced campaign management programs, retailers can use to get the highest number of responses at low cost.

Matt Britton, executive vice president, Mr. Youth

The Long-Term Market: The Impact of the Echo Generation

Matt Britton will focus on best practices to lure Gen Y to a web site and drive increased transactions and customer loyalty. He`ll offer online media strategies, ways to use blogging and community site marketing techniques, best practices for Gen Y e-loyalty, and will discuss changes in the market, offer ways to leverage viral marketing and word of mouth, and reveal college student Internet research results. "Attendees will find new ideas on how to reach the Gen Y segment," he says.

Bill Broadbent, president, T-Shirt King

Selling at the Online Malls

Many established retailers are selling at the online malls. Bill Broadbent will discuss the benefits that T-Shirt King, a small online retailer who operates its own web site and is known for developing its own technology, derives from selling at online malls, how it broadens the reach for T-Shirt King and brings new customers. He will also address the challenges of keeping inventory current and servicing customers.

Joan Broughton, senior vice president, REI

Coordinating the Web Experience and the Store Experience

REI has learned that in multi-channel retailing, coordinating its two strong sales channels--stores and online--is essential. "The technology that supports both channels needs to work well, but even more challenging are the people and process changes," Broughton says. Getting a self-serve online shopping experience to blend with and support a store sales force focused on superior customer service is not always easy. But in this session, Broughton will show how it can work. "When it does, everyone wins," she says.

Ken Burke, president, MarketLive

Web Site Designs that Sell

Applying the resources to anticipate customer needs and provide high-touch customer service means little if a retailer adopts a cookie-cutter web design. Ken Burke of MarketLive, provider of web site development and e-commerce sales tools, discusses how design can differentiate a web site from competitors` and turn clicks into sales. "A thoughtfully designed web site not only sharpens the customer`s focus on offerings, but can also attract new shoppers, improve retention, reduce abandonment rates and increase profits."

Carol Carpenter, director of product marketing, Keynote Systems

Being Ever Vigilant: Don`t Become an Online Horror Story

As an expert in service level management, Carol Carpenter will discuss how to solve problems on a site before they occur and how critical it is to define service levels, then monitor a site`s performance from the end user perspective. She will answer such vital questions as how to maintain high service levels to ensure that a retail site is providing the kind of experience customers expect. She will provide examples and case studies to illustrate what retailers should be thinking about.

Alison Castle, vice president of operations, eToys Direct

Delivery Options: Finding the Most Expedient Order Delivery Service

Alison Castle will detail how eToys Direct chooses its parcel shipping carriers. She will discuss the types of services the company`s carriers provide and why those services are important to eToys. "I will drill down on how we use three primary parcel carriers plus LTL (less than truck load) carriers," she says, "and how we move our goods out of our warehouse to our consumers."

Don Cohen, managing partner, Tool King

The Small Retailer Experience: Success Stories from Scratch

As a retailer that launched his online channel by testing sales of power drills on eBay, Don Cohen knows what it takes to start small and grow without taking on costly overhead. He`ll talk about how Tool King leverages arrangements such as drop-shipping and outsourcing to keep costs down and customer service and profit levels up. "We`ve learned how to leverage the Internet to change quickly as we grow," he says.

Steve Craig, CTO, ShopNBC.com

Two Approaches to Outsourcing Fulfillment

No matter how good a customer service department is, it can be undermined by poor shipping. Steve Craig discusses the ins and outs of drop shipping, explaining how to economically deliver merchandise as large as a treadmill, select a quality drop shipping partner and oversee all aspects of drop shipping to maintain the highest level of quality, from effectively handling back orders to troubleshooting calls from customers checking order status.

Chuck Davis, president and CEO, Shopzilla Inc.

Shopping Comparison Sites: What Every Retailer Needs to Know

Comparison shopping sites abound on the Internet so it is no easy task for a retailer to find ones that best meet its needs. Chuck Davis says it`s worth the effort. He will discuss how comparison shopping sites can provide retailers with millions of qualified leads each week and key benefits to working with these sites. Shopzilla, formerly BizRate.com, works with 50,000 merchants and 25 million products from across the Internet.

Joe Devine, CTO, Safeway.com

Personalization Plus: Right Content, Right Shopper, Right Time

One of online supermarkets` toughest challenges is getting store customers to shop online. Joe Devine discusses how Safeway.com uses customer shopping data gathered in the store to identify candidates for online shopping, then creates incentives that bring them to the site, such as creating a virtual shopping list by presenting frequently bought items and custom offers to generate sales in new or rarely visited categories. The aim, says Devine, is to show customers items they actually buy, rather than items like what they buy.

Beth Enslow, vice president, Aberdeen Research

Delivery Options: Finding the Most Expedient Order Delivery Service

Choosing delivery options is not as easy for retailers as it once was and Beth Enslow will help attendees analyze the process. Enslow will discuss delivery services and how online retailers can utilize them to reduce costs and improve delivery. "Retailers used to offer several delivery options through a single vendor," says Enslow. "But with increased service options, choosing a service is more complex. Retailers need to get smarter and use multiple vendors."

Jeff Foster, executive vice president, Retail Decisions Inc.

Maurice Nicholson, director, payment management, Columbia House

Mike Yakel, vice president, emerging products, Visa U.S.A.

Taking Charge of Online Chargebacks

Merchants and their payments processors have adopted a number of strategies to fight online fraud. This panel will focus on the value of Verified by Visa, MasterCard SecureCode and other authentication methods available in the market. Panelists will discuss successes and challenges of various methods, what new methods of fraud control merchants can look forward to and the future of authentication programs. They will also weigh the balance between preventing fraud and putting obstacles in the way of buyers.

Larry Freed, president and CEO, ForeSee Results

Top 40 Retail Satisfaction Index

Larry Freed will provide a snapshot of how well the top 40 online retailers (from Internet Retailer`s Top 400) are satisfying browsers at their sites. Using the American Customer Satisfaction Index methodology, a quantitative measure of satisfaction and its impact on customer behavior, the Top 40 Retail Satisfaction Index will highlight the top performers in the eyes of their customers, identify key satisfaction trends and offer insights into the satisfaction-influenced dynamics of multi-channel, pure-play and manufacturer-direct categories.

Lauren Freedman, president, the e-tailing group inc.

Personalization Plus: Right Content, Right Shopper, Right Time

Lauren Freedman will address personalized web merchandising, its evolution and how organizations can efficiently deliver personalization online. She will leverage the findings from the e-tailing group`s recent Marketing Benchmarking Survey which focused on personalization and segmentation, highlighting key industry metrics. She will showcase best-in-class execution among merchants and suggest steps merchants can take.

David Fry, president, Fry Inc.

Web Site Designs that Sell

Web site design plays a major a role in the sales process. David Fry explains how Fry Inc., which specializes in branding and merchandising strategies, creates a site that removes friction from the shopping experience. From managing technical limitations to coordinating information and processes throughout the enterprise so customers can shop in the way that works best for them, Fry shows how to design a site that builds customer confidence in the Internet retail site.

Pinny Gniwisch, executive vice president, Ice.com

Search Engine Marketing: Managing Search for ROI

Search marketing keeps gaining ground among online retailers, but buying keywords amounts to throwing dollars away if search programs don`t produce a return. ROI requires a deeper look at how visitors behave on the site once search brings them there. Pinny Gniwisch explains how Ice.com gets more out of search with close attention to optimizing pages around generic and specific keywords, based on the landing pages through which search delivers visitors to the site.

Steve Hawco, vice president, Lego Shop at Home

Harnessing Analytics to Create a Better Shopping Experience

One of the issues in web analytics today is the "great cookie debate." "Because customers are deleting cookies, it`s creating false data in your web analytics package," Steve Hawco says. Hawco will show what Lego has done in web analytics--most notably, marrying Lego`s online data with offline data to see if Lego and its affiliates are getting a true picture of their buying audience. "If consumers are deleting cookies, you can lose commissions even if you`re driving traffic to a particular site," he says.

Ron Henderson, CEO, Auntie`s Beads

The Small Retailer Experience: Success Stories from Scratch

Having started in a garage, Auntie`s Beads has grown into a multi-channel retailer with international sales. Ron Henderson will explain how the company uses the web to build communities of customers who participate in the Bead Mavens newsgroup and who e-mail Henderson through a "Talk to the CEO" feature. Auntie`s Beads also monitors orders by ZIP Code to determine where it has enough customers to open stores. "We have a national customer base that can`t wait for us to open a store in their area," Henderson says.

Dan Hess, senior vice president, comScore Networks Inc.

State of the Online Market: Where We`re At; Where We`re Going

"Five years ago, we thought no one would buy jewelry and watches online--now, that`s one of the fastest growing categories," says Dan Hess. Hess`s presentation will feature highlights from comScore`s five years of tracking e-commerce to show how the online marketplace has changed. Hess will look at top-line growth as well as unexpected twists and turns in category dynamics. He will also present new data on online consumers` attitudes.

David Himes, senior vice president, NewRoads

Outsourced Customer Service: The New Eyes and Ears of Retailers

A good outsourced customer service arrangement continues to provide the retailer with customer input regarding such issues as product quality, company policies and service problems. David Himes will give real-life examples of how customer service companies can provide continuous customer feedback to retailers. "A lot of retailers are afraid that if they outsource customer service, they lose touch with the customer. That doesn`t have to happen," Himes says.

David Jilk, CEO, Xaffire Inc.

Being Ever Vigilant: Don`t Become an Online Horror Story

A site`s computer hardware and connectivity can have problems at any time, and the need for monitoring is obvious. "But today, the application software and content are also changing frequently, leaving little time for quality assurance before moving these changes into production," says David Jilk. Users may encounter not only performance issues but also software bugs, browser-specific display problems, confusing navigation and layout, and content mismatches. "New monitoring technologies enable sites to be vigilant about the user experience at the crucial application layer," Jilk says.

Anne Kelly, president, Junonia

Two Approaches to Outsourcing Fulfillment

The decision to outsource order fulfillment is never easy, but for plus size activewear retailer Junonia, it was the right one. Anne Kelly will share her experiences in moving from internal fulfillment to an outsourcer. Kelly will discuss what expectations an online retailer should have, how to find the right firm and how to manage the fulfillment house. "We have done fulfillment ourselves and we have outsourced it and we now have a system that works," says Kelly.

Jennifer Korch, director of Internet marketing, Waterford

Brand Name Manufacturers: New Opportunities on the Web

Jennifer Korch says it`s a question that comes up frequently when her team is making decisions about Waterford.com: Are we thinking like a manufacturer or like a retailer? In having its own online store as well as a major presence in department and specialty stores, Waterford is both. Korch will discuss how Waterford balances those roles to keep retail partners happy while going direct to consumers online, and how retailers can work with brand sites to leverage what they offer and drive store business.

David Liu, cofounder/CEO, The Knot

The Long-Term Market: Impact of the Echo Generation

Today`s Echo Generation is the first generation raised in the Internet age and it is more attuned to interacting online than veging in front of the TV. David Liu will discuss how companies should grow up with their audience on the web. He will address why the Echo Generation is not only web-savvy, but also web-dependent and will outline how to establish a successful lifestage-oriented brand that fosters consumer loyalty and follows consumers` evolution through life.

Noah Maffitt, director, e-commerce, Office Depot Inc.

Web Kiosks: More Options, More Inventory, More Sales

When it comes to in-store kiosks, it`s tough to beat Office Depot. Noah Maffitt will explain how kiosks fit into Office Depot`s efforts to create a seamless shopping experience, whether the customer is shopping online, receiving home delivery, researching an item before coming to a store, or browsing OfficeDepot.com from an in-store kiosk. Maffitt attributes Office Depot`s e-commerce success to focusing on certain key elements.

Martin McClanan, president, Flax Art & Design

Can the Web Expand the Market for Catalog Merchants?

While most catalogers say they intend to keep mailing some form of catalog as a way to drive customers to their web sites, the Internet has put catalogers in competition with retail chains who know all about TV, radio and newspaper advertising--marketing lessons that catalogers will need to learn. Martin McClanan will discuss how the web has expanded the market for catalogers, the future of the catalog and how successful catalogers will adapt to the new marketing reality.

Nate Miller, director of e-commerce, Northern Tool

Site Search: The Under-Utilized Super Tool

Site search can be one of the most powerful tools to boost conversion rates, average order size and customer satisfaction. "But search is more than just one tool--it actually takes a small toolbox to get the best results," Nate Miller says. Aimed at retailers seeking a search tool as well as those looking to get more out of their investment in search, his talk will cover the latest in search and merchandising technology as deployed at Northern Tool, and lessons learned in site search and deployment.

Susie Obst, marketing manager, Drugstore.com

Affiliate Marketing: Playing to Your Strengths

While some retailers have cut back on their affiliate programs, others are keeping their numbers high but screening potential affiliates much more carefully. Susie Obst will discuss why Drugstore.com likes to have an extensive affiliate program, how it decides who`s in and who`s not and the management challenges companies face as their affiliate programs mature.

Eric Peterson, site technology and operations analyst, Jupiter Research

Harnessing Analytics to Create a Better Shopping Experience

A surprisingly large number of online companies don`t distribute web analytics data to key departments that could use it, according to Eric Peterson, author of the Jupiter report, "Key Performance Indicators--Using Analytics to Drive Action." Peterson will detail how to identify key performance indicators so managers who need the information can get it quickly and in a form that they can act on.

Scott Savitz, president, Shoebuy.com

Selling at the Online Malls

Online malls can boost traffic to an Internet retailer`s business, but choosing the right mall is complex. Scott Savitz will examine the value proposition of online malls, outline the investment a retailer can expect when affiliating with an online mall, detail the marketing challenges, and discuss how to assess whether a mall fits your business model. "Internet retailers need the tools to properly assess the different mall venues to recognize their true value," says Savitz.

Ranjana Sharma, e-commerce manager, Anthropologie

Making the Shopping Visit Compelling with Rich Media

Fashion and home dÈcor retailer Anthropologie offers zoom and alternative views of products as well as its catalogs in an interactive format at its web site. Ranjana Sharma will discuss the challenges of coordinating catalog and web merchandise, including creating images suitable for zoom, alternate views, and display both on and off models; syncing up inventory between the catalog and what`s in stock; and offering interaction between catalog and web site content.

Chris Shimojima, vice president and general manager, Customer Direct, Sears Holdings Corp.

What Retailers Need to Know About Selling on eBay

Many large retailers have found a second online home at eBay--including Sears, one of the biggest. Chris Shimojima will discuss how Sears uses eBay, what kind of merchandise sells best at eBay, how order processing and customer relations differ at eBay from Sears` own web site, what new technologies and procedures Sears needed to learn to sell effectively at eBay and how Sears may use eBay and similar sites in the future.

Stormy Simon, vice president, offline advertising, Overstock.com Inc.

Media Advertising: Making the Big Splash-- and Why It Will Work This Time

Despite the enormous amounts that some pure plays wasted on Super Bowl and other TV network advertising a few years ago, online retailers have returned to advertising in traditional media. Stormy Simon will discuss why Overstock.com has been one of the most aggressive television advertisers in the e-retailing field, explain why the company has adopted that marketing technique and what it has learned in the process.

Geoff Smith, president of e-commerce and new business development, Personal Creations

Site Search: The Under-Utilized Super Tool

Personal Creations, cataloger and online marketer of personalized gifts, did two A-B split tests to gauge how customers use site search. Geoff Smith will share the results and discuss the analysis it went through as it implemented site search. With the Celebros site search application, the company has learned that "a lot of customers don`t search on our site--they browse." Smith will reveal the results his company has achieved with a dedicated site search tool and how Personal Creations uses site search to generate merchandising ideas.

Steve St. Andre, president, FordDirect

Why Detroit Is Driving to the Web

Having to manage extensive dealer and original-equipment manufacturer networks plus their own web sites requires automakers to develop multi-tiered Internet marketing strategies. Steve St. Andre will discuss how Ford is helping dealers and OEMs identify quality sales leads faster, deliver content on Ford`s site that consumers need to make a purchasing decision, and create a life-cycle marketing strategy for each customer. "The aim is to work closer with our affiliates and improve our site tools to gain optimal results," St. Andre says.

Sam Taylor, senior vice president, Best Buy Co. Inc.

Bringing the Store to the Web and the Web to the Store

Communicating real-time store inventories to web shoppers and implementing a system for ordering online and picking up at the store is a huge technical and personnel training challenge. Sam Taylor will talk about why overcoming these challenges is worth the effort and discuss Best Buy`s experience implementing web-ordering and store-pick-up, the success Best Buy has had, the challenges it faced and the benefits it derives.

Paula Tompkins, CEO and founder, ChannelNet

Cross-Selling in the Store

When ChannelNet developed an in-dealership kiosk in 1996 to help Ford Motor Co. up-sell and cross-sell car buyers, it represented a state-of-the-art advancement in retail up-selling. Tompkins will show retailers why web-based cross-selling and up-selling on kiosks are important and how retailers should invest in the right technology and personnel. Tompkins will also discuss the benchmarking of best salespeople when developing content for kiosks. "A system should mimic the best practices of top salespeople," she says.

Dana VanDen Huevel, founder & CEO, BlogSavant

Way New Marketing: Harnessing Blogs and Social Networking

Weblogs, a.k.a. blogs, have evolved from personal diaries into one of the fastest growing forms of marketing and communications on the web. Yet for all the hype surrounding blogs, most companies know little about them. Dana VanDen Heuvel unlocks the secrets to harnessing the power of blogs, and will tell how to use that power to deflect criticisms of a company by other bloggers and create stronger customer relationships though the social network around blogs.

Mary Brett Whitfield, senior vice president, Retail Forward Inc.

State of the Online Market: Where We`re At; Where We`re Going

A majority of all primary household consumers shop online at least once a month. Consequently, the Internet has vast power as an influencer of sales. "Many shoppers look to the web as a resource center for information on products, prices and trends," Mary Brett Whitfield says. Her presentation will exhibit Retail Forward`s proprietary consumer research, and show ways that retailers can leverage the web as a contribution channel as well as a distribution channel.

Scot Wingo, president, ChannelAdvisor Corp.

What Retailers Need to Know About Selling on eBay

From a platform that supported a nationwide garage sale, eBay has become a significant retail outlet for overstocks, returns and even first-run merchandise. Scot Wingo of ChannelAdvisor Corp., which provides support systems for eBay sellers, will tell retailers what they need to know to sell on eBay--how to set up shop, how to choose merchandise that will sell, what they get out of eBay, how to measure ROI of eBay sales vs. other sales and how to measure the impact of new customers acquired through eBay.

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