Traps to Avoid in Creating and Operating Retail Web Sites

Ten years is a very short time for a brand new industry to establish best practices and insinuate them throughout the trade. Many e-retailers are still unsure about what creates online sales, and many are still taking a hit-or-miss approach to figuring out successful online marketing and merchandising techniques. With the belief that everyone can learn from mistakes, this panel session features several e-retailing experts who will reveal the traps they've observed web merchants falling into—whether they be in marketing, merchandising, site design or customer service—and detail how the retailers could have avoided those pitfalls and what the likely outcome would have been with a different approach.