eTail West 2017 (past event)

February 27 - March 02, 2017


Pre-Conference Summit: Getting To Global Leadership Summit -

08:15 - 08:45 Networking Breakfast & Registration


Josh Halpern

Founding Director, eCommerce Innovation Lab
U.S. Department of Commerce

09:00 - 09:20 The Global Mindset: Business Perspective and Overseas Markets

Carl Miller, Managing Director,Global Retail Insights Network (GRIN)
The GRIN has spent years traveling the world talking with leading brands and retailers. Across hundreds of meetings and information sharing sessions, we have found that most retailers are under-resourced and under-experienced when it comes to expanding their global business. Join GRIN Founder Carl Miller as he shares the results of a recent GRIN research project on “the global organization”. This interactive discussion will provide actionable advice for cross-border success based on interviews and insight from leading global retailers.

o Developing the global culture: success starts with company culture. Learn a simple guidepost to better communicate your global strategy internally
o Understanding the international consumer: actionable take-aways to better understand your global consumer
o Building the foundation for an international market-entry strategy: learn how the best retailers are approaching emerging markets


Carl Miller

Managing Director
Global Retail Insights Network (GRIN)

09:20 - 10:00 Keynote Fireside Chat: “Getting To Global”

Kai Li, VP, Global,Revolve Clothing
Learn from Revolve Clothing how they first approached cross-border ecommerce, their pain points, and best advice they have for other retailers.

o Getting started: the path to developing an international strategy
o Mistakes made: common pitfalls and headaches to avoid
o Lessons learned: best practices and advice for moving forward


Kai Li

VP, Global
Revolve Clothing

10:00 - 10:30 Customer Acquisition Panel Discussion – Lessons Learned In Overseas Market Strategies

Kim Walls, EVP / GM,Lime Crime Dave Goodman, Founder & CEO,Coco Jack
Now that you’ve identified your target markets, how do you acquire or grow your consumer base? This panel discussion will take lessons learned, best practices, and considerations from some of the top cross-border ecommerce retailers.

o Consumer culture: tips on how to understand your value proposition fit
o Building your brand: hear creative examples of how your brand can cut through the noise
o Reaching consumers: optimize your consumers’ ability to find and interact with you online

Kim Walls

Lime Crime


Dave Goodman

Founder & CEO
Coco Jack

10:30 - 11:00 Coffee & Refreshments

11:00 - 11:45 Developing Your Global Strategy: An Interactive Exercise

In this session participants will work in groups to build out a strategy based on relevant case-studies. Together participants will:

o Prioritize markets: develop market intelligence skills and identify resources
o Engage with real-life scenarios: Build practical applications
o Collaborate with industry counterparts: diverse working groups and expert facilitation provide an experience-rich environment

11:45 - 12:15 Localization Panel: Everything From Merchandising To Translation

Chrissie Webster, VP, Ecommerce,Lime Crime
Retailers and brands are constantly looking for the right balance of localization and control. This panel will examine the pros and cons of cross-border vs. and on the ground localized approach.

o Merchandising: how do you stay in touch with the the what is hip or not
o Translation: is it necessary and if so when and where
o Other considerations: learn what else we should consider when taking the jump to localization.

Chrissie Webster

VP, Ecommerce
Lime Crime

12:15 - 13:15 Lunch & Networking For All Attendees

13:15 - 13:45 Payments and Logistics Panel - Getting Your Product In-Country

Alicia Radabaugh, Director, eCommerce,MVMT Watches
What are the main issues ecommerce retailers face in delivering their products to consumers in overseas markets? This panel discussion will explore the supply chain, best solutions, and logistics options for consideration.

o Logistics: how does it work for ecommerce retailers
o Challenges: common issues that arise for most retailers
o Market-specific solutions: how to effectively develop a logistics strategy that fits each market


Alicia Radabaugh

Director, eCommerce
MVMT Watches

13:45 - 14:45 Roundtable Discussions

We’ll have small group discussions led by industry experts, U.S. Commercial Service eCommerce Innovation Lab (EIL), GRINLabs, and retailers. Join any table you’d like and talk through challenges related to these topics, so you can walk away with solutions to globalize your operations.

Table 1. Identifying Market Opportunities To Expand
Table 2. Building Your Digital Brand Regionally
Table 3. Choosing The Right Cultural Channel Mix
Table 4. Optimizing Your Users’ Experience
Table 5. Pricing Your Product To Competitively Sell
Table 6. Protecting Your Brand’s Product And Reputation
Table 7. Shipping Your Product Securely
Table 8. Avoiding Fraud And Collecting Payment
Table 9. Managing After-Sales Services For Top Customer Connection

14:45 - 15:15 Afternoon Coffee & Refreshments

15:15 - 15:55 Fireside Chat: Chasing The Elephant—Emerging Markets (Brazil, Russia, India and China)

Jose Nino, VP, eCommerce Marketing,Perry Ellis International Inc Antoine Poissonnier, Founder,Collection Privee
Emerging markets are sought after but often misunderstood. A look at what retailers can do to investigate and prepare for doing business in the BRIC.

o Don’t do this: techniques, tactics, and mistakes to avoid
o Do do this: techniques, tactics, and strategies that work


Jose Nino

VP, eCommerce Marketing
Perry Ellis International Inc

Antoine Poissonnier

Collection Privee

15:55 - 16:25 The GREAT Canadian Debate: Retailer vs. Consumer

“Going to Canada is easy” - This super serious debate between a real Canadian consumer versus a U.S. Retailer selling into Canada will take a look at the complexities of selling to a market that is often overlooked.

o Case study: Canadian consumer and U.S. seller
o Clear communication: does your overseas client understand your business?
o Best practices: keep your overseas clients as happy as your domestic clients

16:25 - 17:15 Conclusion of the Going Global Leadership Summit

Table #1: 0-25 Million in online revenues – Hosted By Zachary Belinsky, Vice President, Village Hat Shop
Table #2: 25 – 100 Million in online revenues – Hosted By Jose Nino, VP, eCommerce Marketing, Perry Ellis
Table #3: 100 – 500 Million in online revenues Hosted By Krista Deshayes, Sr. Director, Marketing , The Saatva Company
Table #4: 500 Million in online revenues – Hosted By Min Cho, Sr. Director, Digital Marketing,
Table #5: Disruptor & Start-up roundtable- Hosted By Michael Broukhim and Daniel Broukhim, Co-CEO & Co-Founders, FabFitFun

Jose Nino

VP, eCommerce Marketing
Perry Ellis International Inc


Min Cho

Sr. Director, Digital Marketing


Zachary Belinsky



Krista Deshayes

Senior Director, Marketing
Saatva Mattress


Daniel Broukhim

Co-CEO & Co-Founder
Fab Fit Fun


Michael Broukhim

Co-CEO & Co-Founder
Fab Fit Fun

17:59 - 18:00 Conclusion Of Cocktails & Conversations

18:00 - 19:00 eTail Official Gala Reception

Roll Up! Roll Up! We’re stepping back in time to the eTail Vintage Carnival. Play Ring Toss and Spill The Milk before visiting the Prize Stand to claim your winnings. Eat popcorn and gasp in amazement as jugglers, stilt walkers and other live carnival acts light up the front lawn. And the party doesn’t end there; food and drink is served throughout the evening, with an old time photo booth ready to capture all of tonight’s memorable moments.

19:00 - 23:59 Registration Closed