Retailers shift their ad spending from TV, radio and print ads to digital ads.
Stressing the importance of consistent, high-quality execution in all areas of a retail web operation, conference speakers will tell how they expect to achieve the next level of online retailing
Ten years after the start of the online retailing revolution, shopping and buying over the Internet have become mainstream. 7% of all retail sales take place online today and experts predict that within five years, fully 15% of retail sales could take place online. Yet this growth will not take place without innovation and competition driving it and not all retailers will fully benefit from it. The novelty of web shopping has worn off and today’s consumers are more discriminating and demanding. As online retailing becomes more mainstream, growth will be driven by highly skilled e-retailers who are committed to expanding their online market share. Internet Retailer 2006 will highlight the strategies, technologies and practices that leading e-retailers are adopting.
Thomas McInerney, CFO, IAC/InterActiveCorp
Keynote Address, Day One: Taking E-Retailing to the Next Level
As the Internet and cable TV converge, online marketing will overtake network television as the primary marketing medium. A the same time, consumers will turn to the web for shopping in greater numbers. Thomas McInerney will give his insight into how TV and the web are coming together, how IAC/InterActive, which has assembled one of the largest collections of major Internet properties, including online retailers HSN, Cornerstone Brands and Shoebuy.com, is making significant investments to stay ahead of the market and how the convergence of TV and the Internet will create a whole new way of relating to customers.
Seth Radwell, CEO, e-Scholastic
Keynote Address, Day Two: Market Segmentation in an Age of E-Commerce
Seth Radwell will discuss how Scholastic.com, one of the 50 largest online retailers, markets to three distinct audiences: kid, parent and teacher. “In an age of e-commerce, traditional segmentation and direct marketing models, while necessary, need to be extended and adapted to leverage the unique relationship-building capabilities of the online environment,” he says. “At Scholastic our products ands services have one mission: to help children read and learn, but our marketing context differs significantly across our different audiences.”
John Thompson, SVP & general manager, e-commerce, Best Buy Co Inc.
Day One Featured Speaker: Delivering Web Content That’s Focused on Customer Needs
John Thompson will discuss how Best Buy enhanced its web site’s content and interactive capability to meet customers’ needs. He will discuss its new Kitchen & Laundry Design Center that allows consumers to configure these rooms for major appliances, its new Magnolia Home Theater that allows visitors to choose the optimal home theater system, and how Best Buy uses web analytics to understand online customers and what they want offline.
David Cosgrove, vice president, e-commerce, Whirlpool Corp.
Day Two Featured Speaker: The Web’s Key Role in Positioning a Manufacturer’s Brand
With its broad reach and ability to present content and commerce, a web site is key to creating and maintaining a brand and capturing sales. Consumer surveys have shown that web sites can boost brand awareness and favorable impressions of the brand. David Cosgrove will outline Whirlpool’s web strategy, the reasons behind it, what Whirlpool has gotten out of the initiative so far, and what refinements to the strategy and benefits it expects going forward.
Doug Allen, marketing director, ComputerGeeks.com
Growing into the Next Level E-Commerce Platform
Knowing when to say no to internal upgrades requires proper timing and homework, says Doug Allen. As an entrepreneurial company, ComputerGeeks.com used to maintain its own site search and web analytics. But Allen will detail how marketing managers used an ROI analysis to convince their CEO of the need for new third-party applications and how sales conversions jumped as a result.
Alicia Berry, director of operations, DVDEmpire
Alternative Payments: Moving Beyond Credit Card Only
When it comes to implementation, payment systems are quite different than other e-commerce software, says Alicia Berry. “They take more time and effort.” But with the challenges come many benefits, she adds. In her presentation, Berry will focus on: problems adopting Verified by Visa and SecureCode by Mastercard; issues while shopping for Bill Me Later and ECheck; and the benefits of PayPal.
Kim Biggerstaff, e-marketing manager, Delta Faucet Co.
Turning Rich Media into Web Riches
Engaging consumers is key to driving purchase intent and brand preference in e-retailing. Kim Biggerstaff will discuss how rich media that allow site visitors to interact with a brand and products have proven to enhance that engagement. She’ll explore how to create consumer interaction with brand and product and the importance of integrating web site, banner advertising and email campaigns.
Bryan T. Biniak, SVP, AG Interactive Division of American Greetings
Wireless Web: Cashing In When the Buying Impulse Strikes
Getting a permanent fix on mobile commerce and the wireless web is daunting. In his session, Bryan Biniak gives an overview on the status of mobile commerce and then drills down to discuss the specific wireless strategies and initiatives AG Interactive has in play. The bottom line: mobile commerce works with the right blend of content, merchandise and carrier relationships.
Jared Blank, senior director, e-commerce marketing, Tommy Hilfiger USA
Creating a Truly Global Market for a Global Brand
How do you keep a unified message online when your brand reaches around the world? Jared Blank, senior director of e-commerce marketing at Tommy Hilfiger USA, will discuss how Tommy has created several branding and e-commerce web sites to serve the needs of its global divisions. The session will offer tips for maintaining a single brand identity in markets across the globe.
John Bresee, CEO, Backcountry.com
Micro-Segmentation: Going Where Stores and Catalogs Can’t Go
John Bresee will address the challenges and opportunities in vertical niche e-retailing. Backcountry sites he will highlight include Dogfunk.com, an online snowboard shop that hit $1 million in monthly sales within 11 months, and SteepandCheap.com, which earned an Alexa rank of 14,898 with nothing but viral marketing. “Opening more stores is very complex,” Bresee says. “Don’t go down that road lightly.”
Mark Brohan, director of research, Internet Retailer
Internet Retailer Profit Survey: How Retail Sites Stack Up on the Bottom Line
Though many web retailers are turning in impressive top line results, many still operate in the red. In his session, Mark Brohan will deliver the results of an extensive Internet Retailer survey on profitability. The data will break out such measurements as how long participating retailers have been profitable and percentage of sales companies are plowing back in operations, technology and marketing.