Retailers shift their ad spending from TV, radio and print ads to digital ads.
An IRCE speaker shows how to balance e-retail investment needs.
With so many e-commerce needs and opportunities clamoring for attention, it can be hard for e-retailers to know where to spend their web site development money. Holly Carrington, a director at apparel retailer Ariat.com, puts customer engagement at the top of her list and has developed a process for building her budget around it.
Ariat, an equestrian-focused brand offering footwear and apparel, launched its own e-commerce site in 2010. During her session, Carrington will talk about improving the e-commerce site and elevating the brand’s image.
“During my presentation, I will share key learnings and provide recommendations for site features and functionality that have proven successful in driving engagement, as well as revenue,” she says. “Additionally, I will discuss my process for developing an annual budget, including the prioritization of investments. “
Internet Retailer’s editors asked Carrington to speak because of her web analytics background, extensive digital marketing experience and affinity for usability and design. She has more than 15 years of experience with major retailers including Gap Inc. Direct, Walmart.com and Mervyn’s LLC.