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

2:00 - 2:30 p.m.
Assessing the Real E-Commerce Opportunity
Lauren Freedman, President, the e-tailing group

You're online and selling. But you want to do more. How do you go about determining what to do next with your web site? This session will walk small retailers through how to define the business opportunity in their chosen market and make the most of it. It will answer such questions as:

  • How do you determine the size of online sales of your products and how does that influence what you need to build?
  • How do you define your site experience?
  • What are the multi-channel requirements, if any, of adopting your strategy?
  • Who is your competition online and what online and offline strengths do they bring to their approach?
  • What do you know about who your customers are and whether they shop online?
  • What merchandising tactics do you need to implement?
  • What are your IT requirements?
  • How will you handle your customer service?

Our speaker has consulted with dozens of small online retailers. She will examine the questions that small retailers ask most frequently as they plan for growth and help attendees analyze the answers in ways that make most sense for their business.