Shop.org - Shop.org 2010 Annual Summit

Agenda

Our agenda packs a pretty strong wallop – from keynotes to concurrent track sessions to Doctor is In the educational opportunities are endless. The EXPO Hall is bursting at the seams with 180+ solution providers, guided tours and BIG !dea sessions. Shop.org is known for its networking and this year is no exception. We are headed to the Dallas Cowboy Stadium for our Tuesday night dinner and reception.

To view event details, confirmed speakers and full session descriptions just click on each item below.

Sunday - September 26
5:00p - 7:00p		Boot Camp Registration Hours

Monday - September 27
8:00a - 7:30p		Boot Camp, Attendee & Exhibitor Registration Hours (Boot Camp Registration closes at 4:00)
5:30p - 7:30p		EXPO Hall Hours
8:00a - 4:15p		Shop.org Online Retail Boot Camp Grapevine A The Annual Summit will kick off with an all-day Online Boot Camp which will be an intense and tactical look at some of the two of the hottest areas of eCommerce - SEO, the established channel, and Social Media, the new kid on the block - from two of the most renowned industry experts.
4:30p - 5:30p		Newcomers Reception Texas AB If you are new to the Shop.org community, this reception is a must-attend for you! Join Shop.org executives, fellow Shop.org newcomers and Shop.org veterans to find out more about Shop.org membership and to tips on how to make the most of your time at the Summit. sponsored by
5:30p - 7:30p		Opening Reception EXPO Hall Mix and mingle with the "who's who" of digital retail during our opening night reception and EXPO Hall Grand Opening! Enjoy light snacks and refreshments as you network with colleagues and view innovative eCommerce solutions and services on the EXPO Hall floor. sponsored by

Tuesday - September 28
7:30a - 5:30p		Attendee & Exhibitor Registration Hours
9:45a - 5:30p		EXPO Hall Hours
10:05a - 3:45p		Big !dea Sessions Join us in the Expo Hall where our sponsors and exhibitors will conduct 30-minute presentations designed to inform and engage attendees in new product offerings. The full list of Big !dea sessions is now available!
7:45a - 8:30a		Breakfast Texas CD Before hitting the sessions, enjoy breakfast and be ready to learn. Sponsored by
8:30a - 9:45a		Keynote: Glen T. Senk, Chief Executive Officer, URBN Create for the Customer General Session Room - Texas AB URBN is not a technology company but it uses technology to help define the shopping experience. Glen will discuss how the Company selectively adopts innovations, including social networking and mobile, to engage the customer across all channels and why the customer relationship determines what cutting edge tools are employed.
9:45a - 10:30a		Networking Break EXPO Hall Take a breather from all of the day's learnings at the networking break in the EXPO Hall. Mingle with your peers, chat with exhibitors or catch up on email. Also enjoy some refreshments.
10:30a - 11:30a		Keynote: Colleen C. Barrett, President Emeritus, Southwest Airlines Co. and Kevin Krone, VP of Marketing, Sales, and Distribution, Southwest Airlines Co. Getting “Social” with Southwest General Session Room - Texas AB Hop onboard the LUV Airline to learn about Southwest Airlines’ unique corporate Culture and Customer focus, and how they have embraced the digital channel to reinforce these Customer-centric principles in the online space. Our Southwest speakers, Colleen Barrett, President Emeritus and Kevin Krone, VP of Marketing, Sales, and Distribution will “take-off” in this uplifting Keynote presentation! Peanuts, pretzels, and humor will be served, but no seat assignments required.
11:30a - 12:15p		Keynote: Mitch Joel, President, Twist Image and Author, Six Pixels of Separation Social Commerce and Emerging Trends General Session Room - Texas AB How consumers buy continues to evolve. While most retailers still struggle to understand how traditional media, digital marketing, e-commerce and social media will work together in tandem for best results, there are many and surprising digital opportunities unfolding around shopping and buying. Consumers have never been so powerful, and they’ve never been so connected. Mitch Joel unravels the fascinating world of new media, social media, social commerce and mobile. Learn how these new online touch points are creating conversations where the results are staggering and loyalty continues to be off the charts. From haul videos and Groupon to buying in the palm of your hand, Mitch will lead a very lively journey through the new shopper.
12:15p - 1:30p		Lunch EXPO Hall Always a great opportunity to meet new people or chat with old colleagues, lunch is held in the EXPO Hall, giving you ample time to catch up with exhibitors too!
1:00p - 4:40p		THE DOCTOR IS IN: One-on-one website critiques EXPO Hall During each afternoon of the Shop.org Annual Summit, retailer attendees will be able to reserve 20 minute time slots with a number of industry consultants whose expertise include multi-channel strategy, end-to-end customer experience, site design, and merchandising best practices. These private one-on-one sessions allow you to network with industry experts who will critique specific aspects of your website, go over questions and ideas you may have, and provide tactical and practical solutions for what ails you.
1:30p - 2:30p		Concurrent Session I
		Track 1: Tactics 40+ Things You Can Do to Make More Money Next Week (Search & Mobile) Grapevine A Moderator: Allan Dick, Chief Marketing Officer & Senior Plumbing Evangelist, Vintage Tub and Bath Panelists: Stephan Spencer, VP of SEO Strategies, Covario; Andrew Hoefener, COO, Cat5 Commerce; Todd Friesen, VP Search, Position Technologies; Amanda G. Watlington, Ph.D., A.P.R., Owner, Searching for Profit; and Joel Morrow, Managing Partner, Mobile Fusion Last year’s highest rated sessions are back with a vengeance! Forget the grand strategy talks; ignore the expensive, time-consuming software implementations; discard the hard-to-measure long-term plans - this session is about specific, actionable tactics you can use to make money NOW. Our panel of experts is going to give you killer tips to improve your paid search, natural search, mobile marketing, technology issues, and site optimization. We’re going to be moving fast so we will have a handout for session attendees with all of the gory details. This is the session you want to attend if you want to get your hands dirty and improve the bottom line. It will also help you convince your boss that you came to the Summit to make money!
		Track 2: Customer Experience Lessons Learned from Across the Atlantic: Customer Trends for the Global Retailer Grapevine B Moderator: Tony Stockil, Founder and CEO, Javelin Group Panelists: Susan Aubrey-Cound, Multi-Channel Director, Marks & Spencer and Ulric Jerome, Executive Director, Pixmania Retailers are consistently challenged to find new opportunities to grow their business with a focus being on attracting new loyal customers. Many will look across the globe for growth areas, but besides the logistics and operational obstacles that retailers must overcome, they also must make sure that their marketing and merchandising efforts truly resonate with the global customer. In this session you will hear from two leading global cross-channel retailers who will explain in detail how they are creating a superior customer experience. They will discuss how they have created synergies across all of their channels and achieved the balance of embracing new channels such as social media, mobile, and online video, while optimizing more traditional digital marketing channels to help drive customer loyalty and achieve online and cross-channel success.
		Track 3: Cross Channel Optimization Achieving Cross-Channel Nirvana: Aligning Your Organization Behind Your Customers' POV Grapevine C Moderator: Kevin Ertell, VP, Retail Strategies, ForeSee Results Panelists: Brad Brown, VP E-Commerce and Web Strategy, REI; Christine Buscarino, Vice President Customer Marketing, Office Depot; Ben Viscon, Online Sales and Merchandisng Manager, REI You already know that the key to cross-channel retailing is delivering a seamless customer experience across multiple channels. Just look at your wallet if you need more proof. Your cross-channel customers are your best customers, spending 30-40 percent more than single-channel customer. For many retailers what stands in the way of true cross channel optimization is internal structure and how this structure is intentionally or unintentionally communicated to the customer. In this session, two large multi-channel retailers will dive into how they have transformed their organizations to better align with their customers' needs and how they "marry up" their online and offline businesses down to the individual customer levels. Our experts will cover how they pushed internally for buy in, restructured, and made changes and additions to their offerings online and offline which helped them align their organization behind the needs of their customers. The benefits they will speak to include: increased sales and AOV, expanded assortments, cost savings across their call centers, improved in-store customer experience and more. A must attend session for all multi-channel retailers!
		Track 4: Mobile The Skinny on iPad Shopping - Learn What Works From Retail Innovators Grapevine D Moderator: Munjal Shah, CEO & Co-Founder, Like.com Panelists: Jon Kubo, CIO, The Wet Seal, Inc Many industry experts have focused on the iPad's potential to revolutionize media consumption, but as it continues to gain popularity, it may end up an even bigger game-changer for e-commerce. Predictions of the iPad's impact on retail range from improving the effectiveness of TV and radio advertisements, to changing the time of day when web sales peak, to opening the wallet of the technophobe for online shopping. The iPad may only be months old, but retailers who have pioneered iPad application development, in-store integration, and website optimization have already acquired important learnings for what can make or break the success of a customer’s iPad experience. The question is not IF you should act with regards to the iPad, but HOW you should execute your iPad consumer experience for maximum effectiveness. Hear from the first-movers in iPad shopping applications six months after the tablet's launch about what's working and what's not.
2:30p - 3:15p		Networking Break EXPO Hall Take a breather from all of the day's learnings at the networking break in the EXPO Hall. Mingle with your peers, chat with exhibitors or catch up on email. Also enjoy some refreshments. sponsored by
3:15p - 4:15p		Concurrent Session II
		Track 1: Tactics 40+ Things You Can Do to Make More Money Next Week (Part 2) Grapevine A Moderator: Allan Dick, Chief Marketing Officer & Senior Plumbing Evangelist, Vintage Tub and Bath Panelists: Ross Kramer, CEO, Listrak; Sheldon Gilbert, Founder & CEO, Proclivity Systems; Scot Wingo, CEO, ChannelAdvisor; Kevin Lindsay, Director, Conversion Product Marketing, Omniture an Adobe Company; and David Stone, Co-founder & CEO, CashStar Last year’s highest rated sessions are back with a vengeance! Forget the grand strategy talks; ignore the expensive, time-consuming software implementations; discard the hard-to-measure long-term plans - this session is about specific, actionable tactics you can use to make money NOW. Our panel of experts is going to give you killer tips to improve your email marketing, conversion and more. We’re going to be moving fast so we will have a handout for session attendees with all of the gory details. This is the session you want to attend if you want to get your hands dirty and improve the bottom line. It will also help you convince your boss that you came to the Summit to make money!
		Track 2: Customer Experience 10 Innovations in Site Experiences, Social Commerce & Marketing That Can Change Your Business – Or Take You By Surprise Grapevine B Speakers: Doug Mack, CEO of One Kings Lane (and former CEO of Scene7) and Kelly Mooney, Chief Experience Officer, Resource Interactive Two of our highest rated speakers team up for the first time to discuss 10 innovative concepts currently being deployed by leading etailers to increase marketing effectiveness, enhance customer experiences and harness social commerce. Kelly and Doug will provide a ‘scorecard’ for each new innovation – including if the innovation is broadly applicable to many sites, what level of business impact it should generate and if it is a sustainable strategy. This session will include real-time polling of the audience to incorporate the collective wisdom of participants into the dialog – so you can learn what innovations can help your business most – and which, if ignored, can place you at risk of being left behind.
		Track 3: Cross Channel Optimization Optimizing the Cross-Channel Experience for the Anytime, Anywhere, Anyplace, Consumer Grapevine C Moderator: David Selinger, CEO, RichRelevance Panelists: Lou Ramery, Senior Vice President, Customer Relationship Marketing, Sears & Kmart and Lou Weiss, Chief Marketing Officer, The Vitamin Shoppe Delivering a seamless customer experience across all channels is no easy task. The retail landscape is constantly evolving and reaching “Cross-Channel Nirvana” involves a perfect balance between technology, process and people. Often retailers will excel in one area, but risk neglecting others, sometimes at the expense of customer experience. This strategic discussion and interactive Q&A will provide a comprehensive, insider’s view in what senior e-commerce executives are doing to move closer to the perfect world of “blended channels”. Attendees will also enjoy candid “mystery shopper” videos that explores what the customer faces when navigating across the cross-channel retail landscape
		Track 4: Mobile Taking Luxury Brands Mobile: Strategic and Tactical Execution Grapevine D Moderator: Mickey Alam Khan, Editor in Chief, Mobile Marketer and Mobile Commerce Daily Panelists: Kareen Balsam, E-Commerce Manager, Godiva; Tom Davis, Vice President of Ecommerce, Kenneth Cole; Maryssa Miller, Formerly - Director, E-Commerce, Lacoste While luxury brands are slowly gaining comfort with ecommerce, evolving shopping habits point to a growing trend of searching and shopping on Web-enabled mobile devices. By 2012, one out of two mobile subscribers nationwide will have smartphones – with Web access, search, applications, GPS and other functions normally associated with computers. In this session, senior executives from Godiva, Lacoste and Neiman Marcus will explain how mobile is critical to their marketing and retail plans. They will explain how the medium fits within their multichannel mix, using mobile to drive transactions on the device or to stores. As in ecommerce, execution is key – so getting the customer experience right is essential. The panelists will discuss: Is mobile suited to the luxury retail experience? Mobile marketing, mobile commerce – or both? How to conceive, launch and execute a mobile campaign Application or site: Where to first invest? Creating a user-friendly mobile commerce site and application Measuring the ROI on mobile activities Case studies on Godiva, Lacoste and Kenneth Cole Best-practice tips and learnings
4:15p - 4:45p		Roundtables Grapevine A, B, C & D Roundtables consistently rank as one of the most worthwhile portions of our events. Immediately following the session, join Annual Summit speakers and industry experts in interactive discussions on the most relevant eCommerce and multi-channel topics.
7:00p - 9:30p		Evening Reception and Dinner Cowboy Stadium (shuttles provided) Get ready for some football! Football is a religion unto itself in Texas and there is no bigger team than the Dallas Cowboys. So it is only fitting - with our "bigger in Texas" theme - that we head to the Dallas Cowboys Stadium for our reception and dinner. Learn more. sponsored by

Wednesday - September 29
7:30a - 3:30p		Attendee & Exhibitor Registration Hours
10:15a - 3:30p		EXPO Hall Hours
10:20a - 3:30p		Big !dea Sessions EXPO Hall Join us in the Expo Hall where our sponsors and exhibitors will conduct 30-minute presentations designed to inform and engage attendees in new product offerings. The full list of Big !dea sessions is now available!
8:15a - 9:00a		Breakfast Texas CD Before hitting the sessions, enjoy breakfast and be ready to learn.
9:00a - 10:15a		Keynote: Scott Savitz, CEO, Shoebuy.com 10 Lessons in 10 Years: Keying In On Retail Success! General Session Room - Texas AB Shoebuy.com has just celebrated their 10th anniversary in business and Scott Savitz, Founder & CEO has been on board since the very beginning. Scott will share his unique perspective and share 10 lessons he has learned while growing Shoebuy into one of the biggest online retailers in the country with over 6,500,000 visitors a month. Scott will speak about how through the .com implosion and recent economic slowdown Shoebuy has aggressively grown and has remained entrepreneurial and innovative throughout the years and continues to raise the bar on the consumer experience. Scott's discussion will focus on building a great team, being analytical and understanding the key metrics, driving profitable traffic, creating customer loyalty, differentiating in a competitive marketplace, and increasing sales and profits while still having fun
10:15a - 11:00a		Networking Break EXPO Hall Take a breather from all of the day's learnings at the networking break in the EXPO Hall. Mingle with your peers, chat with exhibitors or catch up on email. Also enjoy some refreshments. sponsored by
11:00a - 12:00p		Keynotes: Josh Goldman, General Partner, General Partner, Norwest Venture Partners; Mike Murphy, VP of Global Sales, Facebook; and Rob Solomon, President and COO, Groupon The Big New Disruptors General Session Room - Texas AB Retailers today have had to embrace an unprecedented rate of change in their strategies for attracting, retaining, and communicating with their customers. New technologies and channels are " extremely powerful and extremely uncomfortable," according to one retail executive. At the epicenter of this upheaval are some very young companies that have become market-movers in just a few years, wielding enormous influence over consumers' perceptions and spending. Facebook-- with half a billion people willingly sharing their activities, moods, likes, location, and social interactions, has begun offering opportunities for advertisers and retailers to tap into this trusted connection. Groupon has exploded onto the retail scene with a simple but powerful new method of attracting massive, (occasionally overwhelming), numbers of new customers for local businesses and, more recently, for national retailers. Join venture capitalist and veteran online retail executive Josh Goldman as he sits down with Rob Solomon, President of Groupon, and Mike Murphy, Facebook's Vice-President of Global Sales, to discuss their companies' extraordinary growth and the opportunities being created for progressive retailers.
12:00p - 1:15p		Lunch EXPO Hall Always a great opportunity to meet new people or chat with old colleagues, lunch is held in the EXPO Hall, giving you ample time to catch up with exhibitors too!
1:00p - 3:40p		THE DOCTOR IS IN: One-on-one website critiques EXPO Hall During each afternoon of the Shop.org Annual Summit, retailer attendees will be able to reserve 20 minute time slots with a number of industry consultants whose expertise include multi-channel strategy, end-to-end customer experience, site design, and merchandising best practices. These private one-on-one sessions allow you to network with industry experts who will critique specific aspects of your website, go over questions and ideas you may have, and provide tactical and practical solutions for what ails you.
1:15p - 2:15p		Concurrent Session I
		Track 1: Tactics Kickin’ Keywords: How Gap Achieved Paid Search Paradise Grapevine A Speakers: Misty Locke, President, Range Online Media & Chief Strategy Officer, iProspect and Nick Sheth, Director of Business Development, Gap Inc. Direct While social media, mobile marketing ,and the next bright shiny object dominates many conversations, there is still great potential for retailers to optimize some of their most proven digital marketing channels. Nothing fits that description more than paid search. Nick Sheth, head of online marketing and strategic alliances for all Gap, Inc. brands, and Misty Locke, President of Range Online Media and Chief Strategy Officer of iProspect, will give us an insider look at Piperlime’s innovative use of paid search. Listen in detail as they share effective paid search optimization techniques and provide some insight on how Gap, Inc. is outmaneuvering their competition, often spending less, ranking higher and earning greater ROI. Nick will provide a behind-the-scenes look at GAP’s paid search marketing methods and all the lessons learned along the way. Misty will put this in context as she highlights specific retail trends and what it means to the brand marketer. In addition, you’ll discover: • Why Google wants to give smart advertisers the boot • Walk this way: Scaling your SEM efforts to the sky • SEO and SEM: Destined to be Sole Sisters • Getting a Shoe-In: The cliff notes version of communicating with upper management • How to understand buyer behaviors and customer search habits
		Track 2: Customer Experience 21 Secrets of Top Converting Websites Grapevine B Bryan Eisenberg, Managing Partner at Eisenberg Holdings, LLC and Author, Call to Action: Secret Formulas to Improve Online Results Did you miss the Shop.org 2010 Online Merchandising Workshop keynote speaker and all-time highest ranking presenter, Bryan Eisenberg? Well – we are bringing him back - an “*encore presentation*” if you will. If you missed it, want to hear him again, or want a few additional secrets to top converting websites, Bryan will be sharing what many websites are doing to get their average conversion rates to 10% or higher. What do they do that you may not be doing? Bryan Eisenberg, who has been helping companies improve their conversion rates since 1998 will reveal 21 of his most valuable tips that will help you increase your conversion rate. In this fast paced session you’ll find relevant examples from retail sites, B2B sites, publishers and everything in between. You’ll learn the key principle of GTC – Get the Cash! You’ll never be able to look at a website the same way again
		Track 3: Cross Channel Optimization Breaking Boundaries: The Retail Business Model of the Future Grapevine C Moderator: Kasey M. Lobaugh, Direct-to-Consumer & Multichannel Retail Practice Leader, Principal, Deloitte Consulting LLP Panelists: Stephen Zapf, EVP Multi-Channel Operations, Guitar Center, Inc. Today’s consumers want more from their favorite retailers. It’s no longer enough to provide them the ability to shop multiple channels. Shoppers are demanding something extra, and are now using all channels – store, call center, Web and mobile – simultaneously, not separately. The need for retailers to deliver a consistent shopping experience is paramount, but perhaps most important is the company’s ability to fulfill the shopper’s desire with the same high level of customer service regardless of the channel. The change management challenges will likely be transformational, as new skills, tools, processes, systems and measurements will be necessary. Successful retailers will think beyond traditional business models and break boundaries to create a new paradigm for maximizing future sales.
		Track 4: Mobile Retail Case Studies in Mobile Advertising Grapevine D Moderator: Jason Spero, General Manager, North America, AdMob Panelists: John Seebeck, Direct Marketing Business Director, Crate and Barrel and John Lazarchic, VP, Ecommerce, PETCO Animal Supplies, Inc. While it is hard to argue that mobile will be an increasingly disruptive presence in retail operations, there is a great disparity to what retailers are doing today in this brave new world. Prior to the Annual Summit, AdMob worked with retailers in the Shop.org community free of charge to develop necessary creative and assets to run a real-world mobile campaign. This session will look in detail about the results of these retail mobile advertising case studies. By sharing the process and results you will leave this session with a new understanding of how retailers can use mobile advertising to generate brand awareness, drive traffic to stores, and fuel customer loyalty. AdMob will also share industry trends and an analysis on the effectiveness of different ad formats and post-click strategies that are available to mobile advertisers across various mobile platforms.
2:15p - 2:45p		Roundtables Grapevine A, B, C & D Roundtables consistently rank as one of the most worthwhile portions of our events. Immediately following the session, join Annual Summit speakers and industry experts in interactive discussions on the most relevant eCommerce and multi-channel topics.
2:45p - 3:30p		Networking Break EXPO Hall Take a breather from all of the day's learnings at the networking break in the EXPO Hall. Mingle with your peers, chat with exhibitors or catch up on email. Also enjoy some refreshments.
3:30p - 4:30p		Concurrent Session II
		Track 1: Tactics The Brave New World of Email: Tactics for Using New Technologies to Drive Inbox ROI Grapevine A Moderator: Heather Blank, VP, Strategic Services, Responsys Panelists: Jeanniey Mullen, EVP and CMO, Zinio and VIVmag and Jason Scoggins, Online Marketing Manager, Southwest Airlines “The Reports of My Death Has Been Greatly Exaggerated” – Mark Twain. While many retailers have reported that they have seen a decrease in email list growth, open rates, and conversion, many still consider email as one of their most important tools for customer retention. The answer to this paradox is that there is not a problem with email as a channel, but there is a need for retailers to implement new tactics to keep email relevant in a social and mobile world. Join us for a practical and tactical session on how some of the most innovative retailers are addressing the three most talked about challenges with email: List growth, connection with Social Media, and mobile implementation. This panel will outline a number of forward-looking tactics which attendees can use to craft-winning strategies for the next wave of email marketing.
		Track 2: Customer Experience Social Commerce: 7 Strategies that Work Grapevine B Moderator: Andrew Sirotnik, Chief Experience Officer, Fluid, Inc. Panelists: Josh Himwich, VP, eCommerce Solutions, Quidsi (Diapers.com and Soap.com); Ron Offir, President of Ecommerce, Jones Apparel Group; and Ryan Ostrom, Director, Multi-Channel, Sears Brands What moves consumers from conversation to conversion? In this session, digital shopping pioneers Andrew Sirotnik will moderate a fast-paced discussion about what is driving success in social commerce today. The discussion will be structured around 10 topic areas: 7 social strategies retailers should be implementing now + 3 that should be on their radar looking forward. Panelists will be executives from across the industry. Through a fast-paced and fun discussion, attendees will: • Understand important changes in consumer behavior • Identify social shopping trends that tie to actual results • Learn how to identify patterns in social success • See case studies of social that work • Spark ideas for their own businesses
		Track 3: Cross Channel Optimization Measuring What Matters For Cross-Channel Success Grapevine C Moderator: Kenneth Cassar, VP, Custom Analytics, NielsenOnline Panelists: Tony Bartel, President, Gamestop Corporation and Chris Ladd, VP, Global Direct, Crocs In the first generation of multi-channel retailers, store and Web site operations were treated separately, with the two competing for scarce corporate resources. Today most successful cross-channel retailers have realized that a seamless experience that allows consumers to engage with either channel independently, and to use them in conjunction with each other can lead to increased conversion and a competitive advantage. However, the measurement of cross-channel effectiveness is a major obstacle for integration efforts because of the challenges of tracking activities that has influence across channels. Join us as this interactive panel of retailers that are at the leading edge of cross-channel measurement will share in detail the tactics they use to help them understand the relationship between online and offline activities and how this understanding has directly resulted in an increase in sales and a stronger customer experience. This group will also show how new technologies such as mobile and social media has helped increase this understanding, along with organizational cultural changes that have occurred with this new focus on measuring the complete cross-channel customer experience.
		Track 4: Mobile Building a Mobile Commerce Strategy Grapevine D Moderator: Scott Todaro, Sr. Director, Product Strategy, Demandware Panelists: Mark Deruyter, Senior Manager of Customer Acquisition, MusiciansFriend.com, GuitarCenter.com, Music123.com and WWBW.com; Larry Promisel, VP, E-Commerce, Barneys New York; and Brian Walker, Principal Analyst, Forrester Research With more than 1.1 billion mobile phones shipped in 2009, retailers are buzzing about the prospect of mobile commerce driving additional revenue. Due to their high adoption rates and rich functionality, smartphones will be the devices most responsible for delivering a usable mobile commerce experience. Since website browsing on many of today’s large screen smart phones is still less than optimal, mobile storefronts and native applications must be built to fit this small form factor. Though the iPhone was the first to introduce a large screen size, higher resolution, and easy-to-use finger motions to enable this shopping behavior, today all smartphone manufacturers have followed suit offering devices that are ripe for commerce. If you are an online retailer who wants to be on the cutting edge by being first to market with a mobile store, the big question is how do you get started? Retailers need to look at how their mobile commerce strategy can be part of a larger multi-channel strategy as mobile phones continue to influence in-store and online shopping trips. This session discusses the three keys mobile success: 1. Brand: Today brand is often lost in translation from physical store to the website. A poor mobile experience will only exacerbate this trend. Take into consideration your Web experience and your offline branding elements when you build your mobile commerce experience. 2. Product Catalog & Navigation: The goal is to keep the mobile purchasing experience as consistent with the online shopping channel as possible. Search and navigation on such a small form factor can become very difficult if you offer hundreds of thousands of SKUs. Also, you must address your staffing needs for managing the catalog, especially if you need to change the resolution of the images to fit the mobile form factor or manage different product categories from what is offered on your website. 3. Promotions & Marketing: Many companies offer mobile commerce but they fail to market the mobile site. With text message marketing still a little invasive and costly, promoting the mobile site must be a true multi-channel initiative.

Mitch Joel
President, Twist Image and Author,
Six Pixels of Separation

Glen Senk
Chief Executive Officer, URBN

Speaker

	NETWORKING @ THE SUMMIT

The Shop.org Promise
We are confident that retailers attending Shop.org events will acquire valuable strategies and tactics to improve their online and multichannel retail business. If not, let us know and we'll refund your registration fee.

Questions?
Contact us with questions or help with registration.

Sponsor/Exhibitor Information
Contact Fabien Rabanal, Director, Exhibit & Sponsorship Sales, Shop.org at (202) 626-8103 or rabanalf@shop.org.