March 22, 2010, 12:00 AM

Shaping the online social exchange can lead to sales, e-retailer says

Susan Aplin, CEO of, will talk at the Internet Retailer conference about how e-retailers can help facilitate the online social exchange about their brands and products to spread the web discussion and spark sales.

Social media campaigns can be a key driver of sales, but retailers must do their homework first if they want to make a success of this strategy, says Susan Aplin , CEO of online retailer, which sells eco-friendly home décor.

Aplin will discuss how social media sites can be a source of favorable buzz and sales growth for e-retailers that know the right way to participate in the online discussion about their brands and products in a session called Closing the loop--How going social leads to sales.

“E-commerce and social media have leveled the playing field for large and small companies,” Aplin says. “I will discuss strategies we’ve employed to grow our customer base and sales exponentially through social media and viral campaigns. I’ll share how we found our sweet spot in social media and how to leverage that to engage consumers to become your largest growth machine.”

Aplin also plans to talk about how has grown its business through being relevant to consumers while promoting products. She also will share lessons learned.

Why the editors asked Susan Aplin to speak:
Susan’s 20 years in retail represent broad business experience spanning stores, catalogs and e-commerce. She has held executives roles at Gap, The Sports Authority, Staples, and Williams-Sonoma, where she was director of catalogs and e-commerce. Earlier in her career, she was an executive at payment services company MODASolutions. She began her career at Arthur Anderson. In 2009, she launched her own company, online retailer, a seller of environmentally-friendly and sustainably-produced home décor and accessories.

Full details about the conference and registration information are available at

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