Day 2

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When your customer visits your website landing page, you want to wow at inception to draw them into your brand’s world. There has been incredible advancement in the way of visual tools that excite and captivate the customer. This panel discusses ways you can implement to personalize and entertain the customer throughout their webpage visit, such as:
• Leveraging editorial to bring product detail to life
• Utilizing enhanced visual tools that mimic your offline experience and focus in on product quality
• Examining ways to evoke an emotional response from your online experience

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When deciding on a new eCommerce platform, how do you decipher which key criteria meet your needs? You need more than a scoring model to evaluate vendors—you need to rethink your current best practices in the platform-review process, while identifying how to avoid potential challenges that cause project delay and budget overages. Arash Fasihi discusses the eCommerce platform roadmap and more:
• Meticulously build your ecosystem the way manufacturers build factories
• Define and protect your core competency because it is what separates you from your competitors
• Create an omni-channel marketing approach so that your offering is never unknown to potential customers

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Developing best practices for digital marketing programs that are based on consumer life-cycle and purchase behavior are essentials for successful customer acquisition, cultivation and retention. By creating a well-measured strategy with these KPIs, you will set your company on the path to success:
• Engagement rate: tracking fan/follower interaction and in what time frames
• Response rate and time: proving if you need more bandwidth to respond to follower questions and posts
• Shareability: which content is most enticing to consumers to share, and capitalizing on those influencers
• ROI: culminating promoted content that has lead back to sale
• Showing your key stakeholders if there is no digital buy-in, what is the cost of the missed-value opportunities
• Selling your project “up-the-chain” to ensure your digital project gets approval

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Trust drives e-Commerce traffic, deeper interaction, site stickiness, order size, order value and conversions. Already proven in desktop browsers, trust is increasingly important as mobile sites and apps come to prominence. Come find out how trust ROIs as a competitive differentiator, creates free search preference, improves click-through rates, reduces cart abandonment, and increases order size – all while reducing security risk. Become the darling of your search team, the ROI enabler of your CIO, and the habit changer of comparison shoppers. Learn about:
• Creating preference and trust in your site before customers even arrive.
• The top 10 ways to lose a customer’s trust. These little errors can lose a lot of business.
• Driving a customer to and through your funnel with trust.
• Bringing your customers peace of mind by warding off fraudsters, phishers and attackers.

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Join Rakuten MediaForge at Booth #18 for a mimosa during today's morning break.

In the world of mass consumption, customers are looking to make personal connections with brands. Hicham Ratnani, co-founder and COO of online menswear brand Frank & Oak explains ways to reimagine your brand and connect with each customer individually. Highlights include:

• Using technology to connect with your customers’ personal values
• Using multiple touch points to create unique and engaging content
• Driving engagement and brand loyalty through individualized experiences
• Don’t just create a brand, create your brand

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Innovating Analytics: Gaining A Competitive Advantage In A Customer-Driven World
Today we are entering a paradox where it is both easier and harder than ever before to measure the customer experience. All of the tools are there, but are you using the right ones and using them the right way? As consumers’ expectations and technological capabilities continue to evolve so must the analytics used to measure the experiences as they migrate between your store, websites and mobile sites and apps. Since today’s consumers expect a seamless journey through these engagement points, there is a need for a comprehensive system of metrics that eliminates metric silos to better support today’s multichannel, multi-device world we live, shop and purchase in.
• Learn what the Next Generation of Customer Experience Analytics is and how it will help you better understand the customer experience.
• Find out how this next generation of predictive customer experience analytics can be a strategic asset and help increase the velocity of growth for your business.
• Using word-of-mouth metrics as an example, this session will examine the importance of innovating analytics so you can keep pace with the maturing customer and their continuously changing expectations to gain a competitive advantage.

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These interactive sessions are your opportunity to ask personal Q & A from the presentations and network in a relaxed setting.

Q & A Interactive Roundtable Discussions:

1. Selecting The Right eCommerce Platform For Your Business

Arash Fasihi, President & CEO, Cymax Stores Inc.

2. Increase Trust on Your Website to Drive Differentiation

Jeff Barto, Trust Strategist, Symantec

3. Personalizing The Online Shopping Experience To Drive Customer Loyalty

Hicham Ratnani, COO/CFO & Co-Founder, Frank & Oak

4. Innovating Analytics: Gaining A Competitive Advantage In A Customer-Driven World

Dave Lewan, Vice President, Sales, ForeSee

5. Captivating The Customer With A Visually Stunning Site

Sam Barnes, President, Interface Industries; Chris Cocca, Global eCommerce Manager, Four Seasons Hotels and Resorts; Josephine Yue, eCommerce Manager, Web Retail, The Shopping Channel

6. The KPIs Every Marketer Needs To Prove Value To C-Level

Peter Watanabe, Director, eCommerce and Marketing, Staples Canada

Yves Rannou, Director, eCommerce, Air Canada Vacations

7. The KPIs Every Marketer Needs To Prove Value To C-Level

Georgia Genovezos, Director, eCommerce, Groupe Dynamite

Johnny Russo, Director, eCommerce, Mexx Canada Company

Rob Sopkic, VP Sales, North America, Sociomatic

8. A Road Map to Building a Successful Affiliate Marketing Program

Paresh Vadavia, Co-Founder & Director of Affiliate Marketing, OPMpros.com

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This past year, iNetVideo replatformed their website. As the company was doing so, they noticed their mobile numbers increasing dramatically—and this became a new concern. The solution during the replatform: responsive design. Alaa Hassan discusses how iNetVideo came to the decision to “go responsive” and challenges that he’s been able to get over with his team. Alaa shares best practices including:
• Creating a consistent web and content experience across every platform
• Funneling touchpoints to one singular view across departments—making responsive design part of the corporate culture
• Weighing your opportunity cost: expense versus time saved
• Eliminating unique mobile experiences across platforms: will it work for your brand?

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With the plethora of social media today, how do you decide which platform is best for your brand? This panel debates the pros and cons of Facebook, Instagram, Pinterest, Twitter, and YouTube. Find out why you need to pick the right platforms to connect with your customers—and what tricks have worked to get consumers to share their purchases with their social networks.
• Outlining the must-have social platforms:
• Facebook
• Instagram
• Pinterest
• Twitter
• YouTube
• Debating pros and cons of each platform:
• What are the obstacles?
• What are the opportunities?
• Interacting with your customer on the platforms- is it a do or a don’t in the Canadian marketplace?

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“Build it and they will come” just isn’t a reality for most eTailers when it comes to their eComm organization. eCommerce teams evolve and grow as the business grows but ensuring that evolution is managed for maximum results is critical to accelerating growth. Learn how the head of on-line from one of Canada’s fastest growing Consumer Electronic retailers has structured his organization for success and the guiding principles he uses as this structure evolves as the business grows. Session takeaways and discussion include:
• With Brick and Click retailers, which teams belong to eComm and which team should exist within the traditional department?
• Should teams be focused on overall company goals or individual KPIs. Or both?
• How to build specialized teams without building silos.

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Please note after the refreshment break, we will rejoin as a general session.

These interactive sessions are your opportunity to ask personal Q & A from the presentations and network in a relaxed setting.

Q & A Interactive Roundtable Discussions:

1. Responsive Design: Analyzing The Newest Design Experience

Alaa Hassan, VP eCommerce, iNetVideo

2. Leveraging Social Media: Optimizing Your Presence Across Platforms

Andy Levey, Director of CRM, Cirque du Soleil; Di Gallo, Director, Social Media, Indigo

3. Leveraging Social Media: Optimizing Your Presence Across Platforms

Frederick Lecoq, VP Marketing and e-commerce, FGL Sports Ltd; Tanja Zelko, Director, Digital Marketing, Spinrite

4. Developing Organizational Structures that Maximize Resources and Drive Growth

Dave Mack, VP eCommerce & Business Development, The Source

5. Assessing Your Digital Staffing Challenges For Small To Mid-Size Brands

Paul Sine, VP of Marketing, Timex Group Canada, Inc.

6. Maintaining An Omni-Channel Existence

Leah Telfer, eCommerce Merchandise Manager, Babies R Us

7. Using Multi-Channel Technology To Link The Online And In-Store Experience

Drew Cashmore, Sr. Director, Digital & Shopper Marketing, Walmart Canada Corp.

The Canadian consumer loves the digital age, and pure play businesses are popping up fast to satisfy their desire to shop smoothly online. The executives on this panel discuss the state of the Canadian eCommerce industry and how they have found their formula for success.
• Understanding how culture of eCommerce entrepreneurship has been developing in Canada
• Discussing what ways funding has been done to get the pure plays off the ground
• Lessons learned: top advice from ups and downs experienced

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