Retailers shift their ad spending from TV, radio and print ads to digital ads.
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"Trust me, there will be battles," says Sam Barnes, director of e-commerce at women's apparel retailer Laura Canada. "So understanding the limitations and biases of your key personnel is important when you reach disagreement."
To help attendees understand the limitations of their own sites, several IRWD sessions will put up for live reviews the sites of conference attendees, allowing design experts to offer comment. One of them is Matthew Ledford, president of creative e-commerce agency FastPivot, who plans to emphasize the importance of a retailer clearly communicating its mission on every page.
"Coming off search, consumers can land anywhere on a site," Ledford says. "So a retailer has to think about whether his message is conveyed at every possible touchpoint."
There are many ways to do that, and lots of new theories coming to the fore. As the agenda on the following pages suggests, IRWD 2013 is designed to help attendees find the answers that are right for their e-retail sites.