eTail West 2017 (past event)

February 27 - March 02, 2017


Day 3 - Thursday, March 2nd

07:45 - 08:15 Networking Breakfast For All Attendees

08:15 - 08:30 Chairperson's Remarks

Al Lalani, Co-Founder and Chief Strategist,Social Annex


Al Lalani

Co-Founder and Chief Strategist
Social Annex

08:30 - 08:55 Keynote: Digital Destiny: The Next Generation of Family Owned Business

Guido Campello, CEO,Cosabella
In the fast paced industries of both tech and fashion, it is survival of the fittest. The lingerie market has been flooded by tech start-ups, focused on quantity, not quality, burning lots of cash and making minimal headway. Focusing on tech alone is not enough to break into the world of intimates, however, neglecting the evolution of commerce on a global scale is equally dangerous. The balance of emotion and data is a trial that businesses across all industries must meet head on to be truly future-proof. As an independent, family owned company we are facing challenges all peers in the industry are also working to overcome. How do we shift our internal perspectives? Which technologies should we invest in? What should be in-house? How do we approach the direct to consumer market? We have adopted the “fail faster” mentality to answer these questions as quickly as possible. A major shift in our core operation is to view technology as an aid to creativity as opposed to an enemy and to quickly embrace, rather than fear for the future. As a second generation CEO and leader in the fashion community, it is my goal to mindfully innovate the lingerie space in tech, as my parents did in brick and mortar stores. As a father of two girls and future lingerie consumers, it is also my goal to think about the next generation and to leave the world a little better. We are working diligently to transform the world’s relationship with lingerie; leveraging the tech space to move away from objectification towards empowerment and freedom of choice.

Guido Campello


08:55 - 09:30 KEYNOTE PANEL DISCUSSION REVOLUTION: Revolutionizing The Retail Company Of The Future

Traci Inglis, CMO,Techstyle Fashion Group David Geisinger, VP, Product Marketing,Magento Carrie Bienkowski, CMO,Peapod
This session is all about growth - not just turning a profit, but becoming a high growth retail company. Our panelists tackle ways to balance innovation with profit – knowing that you don’t have to sacrifice one for the other.

How do you view today’s retail landscape in terms of growth opportunities?

How are you defining innovation in retail today?

Where do you see growth within your respective vertical?

How you are investing (which channels) and why

Traci Inglis

Techstyle Fashion Group


David Geisinger

VP, Product Marketing


Carrie Bienkowski


09:30 - 09:45 Solving the Challenge of Facebook Attribution for eCommerce

Laura Joukovski, SVP, Media & Analytics,TechStyle Anssi Rusi, COO & CFO,
JustFab and Facebook Marketing Partner, have joined forces to take JustFab's attribution modeling and performance metrics to the next level. Join this session to hear about how and why JustFab is moving to a multi-touch attribution model and using their own internal metrics to automatically optimize their Facebook performance.

Laura Joukovski

SVP, Media & Analytics


Anssi Rusi


What do the experts know that you don’t? Gain a competitive advantage with key insights derived from a $3 million, multi-year study into mobile’s true role in driving revenue. Our panel will share case studies on best practices, tips to kickstart your mobile strategy, and tactics on how to track performance. *Note – This group will NOT ask you to turn your phones off – ever!

Amit Shah

SVP, Online Marketing
1800 Flowers


Greg Stuart

CEO, Mobile Marketing Association
Mobile Marketing Association

10:10 - 10:35 Keynote: Extreme Value Shopping Driving Impulsive Purchases

David Yeom, Co-Founder & CEO,Hollar Inc
Dollar stores are the only vertical of retail that are not yet online in a meaningful way and it's a $100bn business. Get a glimpse into this massive and growing segment and the key drivers that drives millions of consumers to buy impulsively and how to replicate that behavior online.

Overview of the $100bn and growing Dollar and Off-price world

Differentiate and compete in an Amazon / Walmart dominated space

Get customers to buy immediately and frequently online similarly its done offline in these stores

David Yeom

Co-Founder & CEO
Hollar Inc

10:35 - 11:00 Morning Refreshment Break

Grab a cup of joe and recharge during our morning refreshment break.

11:00 - 11:25 Keynote Case Study Revolution: Understanding China And The Future Of Ecommerce

Lee McCabe, VP, North America,Alibaba Group
This keynote will look at the growth of China ecommerce and demonstrate how this country is now leading the world in multiple areas – ecommerce, mobile, payments. You’ll understand current trends in the Chinese eCommerce market, and how to take advantage of opportunities for growth.

Lee McCabe

VP, North America
Alibaba Group

11:25 - 11:45 Keynote Guest Speaker: Reaching Your Customers At Every Point In Their Shopping Journey

Martin Barthel, Global Head of Ecommerce & Retail Strategy,Facebook


Martin Barthel

Global Head of Ecommerce & Retail Strategy

11:45 - 12:20 KEYNOTE PANEL DISCUSSION REVOLUTION: Looking At Innovation In Mobile Today

Scott Perry, VP Digital,Jeromes Furniture Warehouse Brian Beck, SVP Ecommerce & Omni-Channel Strategy,Guidance Carrie Bienkowski, CMO,Peapod

What does mobile innovation truly mean? Is it just about augmented reality apps, or personalization mobile ads? And how can you integrate the latest opportunities that mobile devices present into your retail strategy? Our panelists walk through their mobile innovation journey – what they did, how they did it, and what lies ahead in the future. You’ll leave recharged and ready to get more money from your mobile programs at the end of this interactive panel.

  • Thinking about innovation in the mobile space (location data, beacons, personalization mobile messaging, etc)
  • Determining how mobile has transformed retail experiences
  • Looking at how the mobile payments space evolving (looking at crypto currencies, etc.)
  • Capitalizing on opportunities that new innovations present (obtaining new customer data, creating mobile loyalty programs, etc.)

Scott Perry

VP Digital
Jeromes Furniture Warehouse


Brian Beck

SVP Ecommerce & Omni-Channel Strategy


Carrie Bienkowski


12:20 - 12:35 eCommerce Innovation Spotlight

Michael Jaconi, Co-Founder & CEO,Button
Affiliate marketing has proven a boon for driving desktop e-commerce, but as consumers' attention and wallets move to mobile, affiliate technology hasn't caught up. Fortunately, a new model is emerging, addressing the unique needs of mobile to help you efficiently grow your business at remarkably large scale. Button will explore the ways you can use made-for-mobile affiliate marketing to reach customers at the moment of intent, and to drive higher order values for your mobile storefronts.

Michael Jaconi

Co-Founder & CEO

12:35 - 13:00 Keynote: Using Digital Tools to Build Your Brand

Julie Fredrickson, Chief Executive Officer, Co-Founder,Stowaway Cosmetics, Inc.
Julie will present ways in which Stowaway has used digital tools to help build their beauty brand into one of today’s most innovative disruptive retail companies.

Julie Fredrickson

Chief Executive Officer, Co-Founder
Stowaway Cosmetics, Inc.

13:00 - 13:25 LensCrafters Vision Care Business: New Platforms

Sarah Landsman, Sr. Director, LensCrafters Brand Strategy and Eye Care Marketing,Luxottica
At the highest level, LensCrafters is in the business of vision care and invested in bringing quality eye care to customers. With advances in technology, this has transformed the way the company is driving the brand to new directions. Sarah will share LensCrafters new innovative platforms.


Sarah Landsman

Sr. Director, LensCrafters Brand Strategy and Eye Care Marketing

13:25 - 14:25 Lunch & Networking For All Attendees

Track A: Collaboration And Digital Innovation

14:25 - 14:55 Case Study Revolution: The Value of Photography: A Photo Is Worth 1,000 Words, But Is It Worth $1,000? Mike Broderick, Sr Director, Product Management,Marriott Intl

Once a customer has selected a hotel, how do you help them find the best room for their travel journey? Mike is responsible for all customer interactions on, and explains that 2017 is a major year of iterating, testing and learning from your web offering, with A/B testing providing valuable insights into user behavior. Here Mike shares real testing examples to illustrate that:

  • Room Price does not equal room rate
  • Simplicity is the key for valuation diffraction of rooms
  • Issues with Ancillary bundling can be overcome with the correct approach

Mike Broderick

Sr Director, Product Management
Marriott Intl

Track B: The Next Gen Of Retail Is Now

14:25 - 14:55 Case Study Revolution: Augmented Reality In Retail Scott Perry, VP Digital,Jeromes Furniture Warehouse

Learn how Jerome’s Furniture implemented Augmented Reality empowering their customers to see their furniture in their homes. Utilizing their Augmented reality app and website, customers with a smart phone or tablet are taking their shopping journey to a whole new level. Come see a live demonstration and learn about the real world use of this exciting new technology in retail.

  • Assessing the viability of utilizing Augmented Reality in your online or offline retail experience
  • Learning about real life improvements in metrics like time on site, engagement, conversion rate lifts and more
  • Answering the questions of how to get there, how much investment is needed in time and money

Scott Perry

VP Digital
Jeromes Furniture Warehouse

Track A: Collaboration And Digital Innovation

14:55 - 15:30 PANEL DISCUSSION: Empowering Social Media For Relationship Building Alyssa Larson, Digital Marketing Manager,RuMe Binsen Gonzalez, CMO,Singular Sound Frank Malsbenden, VP & General Manager,HHBrown Shoe Company Krista Fisher, Manager, Social Media,butter LONDON
Social is all about brand engagement. Our panelists have used successful social programs to retain customers and keep them engaged. They’ll talk through how they’ve approached different social initiatives, how they’ve measured the success of their programs, and how you can take advantage of all that social programs have to offer.

• Setting up team infrastructure to manage social engagement programs

• Measuring feedback from social channels and developing the correct KPIs

• Assessing tools to help monitor what the customer is saying about your brand

• Building earned media programs to create stories and narratives that are low cost


Alyssa Larson

Digital Marketing Manager


Binsen Gonzalez

Singular Sound


Frank Malsbenden

VP & General Manager
HHBrown Shoe Company


Krista Fisher

Manager, Social Media
butter LONDON

Track B: The Next Gen Of Retail Is Now

14:55 - 15:30 Case Study Revolution: Machine & AI In Retail Applications David Markle, Director, Product Management & UX,Omaha Steaks
David is a product management and eCommerce marketing director with a passion for technology, scientific method, and data insights. He has 15 years of experience designing innovative online experiences to improve the way customers learn, share and shop. David’s focus in 2017 is machine learning, and he’s here to tell you how it will revolutionize the way you look at your customer data:

•Predicting product demand.

•Identifying potential inventory problems.

•Classifying products and identifying keywords.

•Managing marketing campaigns.

•Estimating shipping and packing costs.

•Improving customer segmentation.

David Markle

Director, Product Management & UX
Omaha Steaks

15:30 - 16:15 Wine And Cheese Pairing Experience – Sip Wine With A Professional Sommelier!

Looking for an excuse to sip wine and feast on Gruyère? Look no further. With wine country on our doorstep, this is your last chance to taste some of the regions best offerings, and pair it with flavorful cheeses to fill you up before you head home. Join us for our final get together, and continue building your contact list.

16:15 - 23:59 Conclusion Of Day 3