Navigating Marketing Touchpoints Across Platforms

Welcome to Day Two! Grab some breakfast to fuel up for our great sessions.

---

---

---

In a world in which anyone can have a custom case made for their iPhone and get personalized recommendations on Netflix, consumers expect the products and services they use to be tailored to their preferences. And yet apparel is still fundamentally a category in which products are designed and manufactured for averages; and historically, to get a custom garment, one has to spend multiples of what they’d spend for a ready-to-wear garment. In this session, Peter Housley will discuss how INDOCHINO is disrupting apparel by updating the traditional tailoring experience for the mass market. Key themes include:
• Increasing customer satisfaction through tailored experiences
• Personalized apparel for the 21st century consumer
• Marketing in 2017 is all about the data

---

Customer retention is one of the most important aspects of your digital business. You need to continually keep the customer in the loop of what’s new and hot, but also make that relationship feel personal. The leaders on this panel present tactics as to how to harness data to keep up to date with your buyer:
• How and why today’s connected customers are seeking brand relationships
• Connecting with your customers: assessing data to understand what editorialized content engaged them
• It’s the little things: recognizing loyalty through UGC
• Creating and implementing an effective omni-loyalty program
o Working through potential integration challenges
o Testing and measuring the effectiveness of your program and iterating as needed

---

---

---

---

A winning strategy requires getting all parties aligned around the same goal. In this session, hear how Canada’s leading casual apparel, footwear, and workwear retailer, Mark’s, brought all of its digital vendors into their strategic planning process to align around the team’s organizational goals. Join Johnny as he discusses the results:
• How the outputs from this core partner meeting added a layer of accountability for all (which was lacking prior)
• How this new, aligned strategy permeated throughout to the rest of the organization
• Gaining senior executive buy-in for a digital transformation
• Leveraging insights through training and education programs to help everyone understand the role digital plays in the overall customer experience

---

It's the middle eTail with so much more to come-- grab some coffee and a snack, shake hands, and learn about the best tech on the market.

---

Constantlycaptivating your customer means having a fresh brand look. But when do you knowit is time to invest time and dollars to design your desktop and mobile site?How are you deciphering what aspects of the site works and which do not? Theleaders on this panel present tactics to for best design to lead to topconversion:

• When it’s time to redesign your website, what should you consider and why

o Mobile vs. desktop: assessing which device is best for your site design
• Implementing multi-variate testing to measure conversion impact by device
• Boosting your traffic, search rankings and sales with minimum back-end headache
• Testing at scale, tracking guest response and making constant adjustments along the way

---

---

---

---

---

As retailers worldwide strive to find better ways to understand and engage their customers, many are beginning to use email receipts to increase their data capture while also improving the customer experience. flexReceipts has helped retailers capitalize on this trend and allowed them to take e-receipts to a whole new level. flexReceipts has turned an ordinary transaction record into an offline conversion opportunity. In this session, you will learn how highly customizable and dynamic email receipts can help better engage customer post purchase. Hear how you can turn simple purchase confirmation emails into a brand new marketing medium that continues the dialogue across the customer lifecycle.

• Following the customer across touch-points: tying together in-store CRM, in-store data and email marketing
• Storing data points by building a holistic customer profile: immediately knowing what the customer wants
• Training in-store sales people to be more efficient by leveraging stored data
• Understanding the relationship between mobile browsing and in-store purchases
• Tying together CRM data to understand the customer journey paths

---

---

---

---

The more you know about your customers the better you are to deliver meaningful messages and content across social channels. Step one: strengthen existing connections by reaching out (on social media) to customers you already know. Step two: create Custom Audiences around specific personas (customers) by using customer data and activity. Join Di Gallo as she presents how to:
• Identify who are your customers and what is it that they want, what they like
• Expand Custom Audiences with lookalike audiences – identify who closely matches your existing base.
• Develop ads around these audiences and identified KPIs

---

Being more effective with budget and nixing “blast and batch emails” enhances your relationship with your customers. Knowing what product to “pitch” based upon CRM contributes to the bottom line. Join Lisa as she shares tactics to build lifetime value with your favorite customers:
• Trigger email campaigns at different stages of customer life cycle
• Use segmentation to deliver relevant campaigns
• Split test each and every time

---

Social platforms are more than likes—they are the go-to vehicle for targeted advertisements. How are you ensuring you are connecting with the customer and not being scrolled by? How can you make your social initiatives seem authentic and not advertisements? The thought leaders on this panel showcase how to socialize with the customer and get them to buy:
• Pushing relevant ads to customers, and being where the customer is
• Which platforms your customer is most engaged
• Driving channel efficiency with customer behavior
• Accurately counting impressions: ensuring the ad is seen and interacted with
• Building people based measurements versus proxy based
• Using geotags and beacons on social platforms to capture customer behavior

---

---

---

---

In 2015 FortNine’s YouTube channel was dead. It was boring and contrived – just another check on the content marketing checklist. FortNine felt they were sharing their tiny number of subscribers with hundreds of similar channels. Sound familiar?

Fast forward eight months and FortNine’s YouTube channel has over 50,000 subscribers and 4.5 million organic views. Neil and Ryan show you:
• How to create branded video content on a budget
• How to get audiences to watch, share and engage with your channel by designing a content map that works
• How to monetize video content

---

---

It's back! Our famous Mill Street Brewery break. Cheers!

These interactive sessions are your opportunity to ask personal Q & A from the track presentations; sit with the presentation you may have missed, and network in a relaxed setting. Priority seating for retailers.

---

---

---

---

---

---

---

---

---

---

Who's going to be the eTail Canada Ping Pong champ? Join our party at SPiN, just a 5-minute walk from the Hyatt Regency. We will have an epic tournament going! Don't worry, not the competitive type? Feel free to play free-style or just hang out with your new friends and kick back with some great food and drinks!

Address: 461 King St West
Website: http://toronto.wearespin.com/

Thanks for joining us today-- see you tomorrow for our last day!