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 | 2009 ONLINE MERCHANDISING WORKSHOP RECAP Continuing on the theme of our Online Marketing Workshop, the 2009 Online Merchandising Workshop was dedicated to optimization and helping our members make sure their business is operating at maximum efficiency, firing on all cylinders, and turning revenue into profit. Board members, speakers, Shop.org veterans, and first-time attendees took advantage of this time out of the office to gain a fresh perspective and help tackle a number of tough questions they are facing as online and multi-channel merchandisers.
We kicked things off with an evening of networking and fun at our Opening Reception that highlighted the beautiful setting along the water at the Loews Coronado Bay Resort in sunny San Diego. Day 1 began with Elizabeth Peasley from Creative Good discussing the topic of “Creativity and Constraints” and how to exercise your imagination to create creative and good experiences that will translate into your business thriving in any economic environment. Elizabeth was followed by Mark McWeeny, EVP and GM for SmartBargains and Rue La La. Mark shared his insights on how they are breaking away from the historical approach for a retail business with Rue La La, the invitation-only online boutique which has been successful with a perfect storm of brand, value, urgency and theater. The rest of the morning and all afternoon our sessions broke out into retailer panels tackling a variety of hot-button issues including: how to improve your on-site search capabilities to drive sales, support marketing campaigns, and improve customer satisfaction; how to explore alternative ways to protect your brand with your pricing and promotions strategies; and whether AOV is truly the key to optimized merchandising.
On Day 2, we had the pleasure of welcoming to the Shop.org community the CEO of Shoebuy.com, Scott Savitz. Scott offered his insights on how Shoebuy.com has retained and in fact grown its customer base in this market and how a focus on customer service, interaction, feedback and analytics has helped to find new opportunities to optimize and direct his company successfully in a difficult spending environment. The day also included an introduction into the just-released State of Retailing Online (SORO) Merchandising Report and two retailer case study style sessions - leaving our attendees with a list of tips and takeaways around Shopping Cart/Checkout Optimization and Developing Content on your site. The Workshop concluded with a series of Vendor-Retailer Case Study roundtables at lunch in the EXPO Hall where attendees learned specific examples of how retailers partnered with our exhibitors and sponsors to optimize their online merchandising efforts.
We would like to thank our attendees, speakers, exhibitors, and sponsors for making the 2009 Online Merchandising Workshop a great blend of learning and networking in a fun, relaxed environment. We hope all of you that attended were able to walk away a bit inspired and armed with some research and key tactics you can implement to make sure your merchandising efforts are firing on all cylinders. For those of you that missed it, we have included some highlights and a few presentations from the event for you below. | | PRESENTATIONS & DOWNLOADS | Shop.org Members: Login to download a few of the presentations from the event. Tuesday, July 14, 2009 | Keynote: Elizabeth Peaslee, Senior Consulting Director, Creative Good, Inc.
"Creativity and Constraints"
Optimize On-Site Search to Increase Conversion, Customer Satisfaction and Drive Merchandising Strategy
Moderator: Chris Wilson, VP, E-commerce, L.L. Bean, Inc.
Retailer Panelists: Kim Gnatt, VP, E-Commerce, FootSmart.com, Jay Greenberg, Director, eCommerce, Spencer's and Dan Seligson, SVP Direct and Product Management, PartStore.com
Taming the Pricing and Promotions Monster
Moderator: Lauren Freedman, President, the e-tailing group, inc.
Retailer Panelists: Ted Hong, Chief Marketing Officer, Fandango, Lori Kahn, Director of E-Commerce and Category Marketing, Philosophy, Inc., and Ben Viscon, Online Merchandising Manager, REI
A Smarter Approach To AOV: Navigating the New World of Optimized Merchandising
Moderator: John Squire, Chief Strategy Officer, Coremetrics, Inc.
Retailer Panelists: Tom Davis, Director of Ecommerce, Tommy Hilfiger and Rob Schmults, Chief Marketing Officer, Smart Destinations | | | | Wednesday, July 15, 2009 | Shopping Cart/Check-out Optimization - The Good, The Bad, and The Ugly
Moderator: Patti Freeman Evans, Vice President, Research Director, Forrester Research
Retailer Panelists: Peter Cobb, Co-founder and Senior Vice President, eBags.com and Theresa McMullan, Vice President, Marketing, SkyMall, Inc.
Developing Content to Increase Conversion and Super Charge Your Online Merchandising
Moderator: Jon Wuebben, President & CEO, Telegent Media, LLC & Custom Copywriting
Retailer Panelists: Brian Kalma, Director of User Experience, Zappos.com and Jamey Maki, Director of eCommerce & Online Experience, Golfsmith International | |
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GENERAL QUESTIONS
What's the schedule for the Online Merchandising Workshop?
The Shop.org Online Merchandising Workshop kicks off with a reception on Monday evening (July 13) from 5:30 to 7:30 p.m. at the Loews Coronado Bay Resort, San Diego, CA. Workshop sessions will take place on Tuesday, July 14 and Wednesday, July 15. Please review the full agenda. What's the schedule for the Online Merchandising Workshop?
The Shop.org Online Merchandising Workshop kicks off with a reception on Monday evening (July 13) from 5:30 to 7:30 p.m. at the Loews Coronado Bay Resort, San Diego, CA. Workshop sessions will take place on Tuesday, July 14 and Wednesday, July 15. Please review the full agenda. How much does it cost to attend?
See the pricing grid for event registration fees. Shop.org retail members can claim one free pass up until July 13. Additional passes can be purchased at the prevailing rate depending upon your company type and membership level. How do I get to the Loews Coronado Bay Resort?
Who attends the Online Merchandising Workshop?
The Workshop is one of 2 workshop events, attracting Internet and multichannel retail leaders from all sorts of companies - large and small. To keep the event the event is limited to 300 attendees.
How can my company sponsor or exhibit at the Workshop?
Contact Stacy Cornell at cornells@shop.org or 434.326.5740 if you would like more information on how to sponsor a Shop.org event. What do I wear?
Business and business casual attire are both acceptable for the event.
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CONTENT QUESTIONS
Maybe you’ve wondered how we come up with the content for our events…or perhaps you’ve been thinking that you should get up on stage to share your know-how with your eCommerce colleagues. For anyone who is interested in the process of how we at Shop.org go about finding topics and speakers for our events, here is a FAQ that might help.
How does Shop.org choose the topics for its presentations?
We ask a lot of questions! We talk to Shop.org members, we work with the Shop.org Content Committee, we read industry publications, we even send out online surveys to our members. We try hard to deliver content that helps you do a better job, no matter what you do in the world of e-commerce. Presentations can range from keynotes meant to inspire and challenge all of us in this industry, to very practical, tactical discussions with practitioners who have learned from their years in e-commerce and who share their experience and advice. We even have retailer case studies where they show in detail innovations and features on their web site that have directly improved their business. If there is a topic you’d like us include in an upcoming Shop.org event, don’t hesitate to email or call Artemis Ebneyousef, Content Manager at ebneyousefa@shop.org or 202 626-8118. How does Shop.org choose its speakers?
We are fortunate to know many experienced and accomplished e-commerce professionals, many of whom are extraordinarily generous with their time. We often reach out to these folks to help us: either to brainstorm about content or to actually participate in an event as a speaker. But we learn about great speakers from Shop.org members, from our Board of Directors, and from attending events in other industries. We try hard to find speakers from within the Shop.org membership—both our retail and associate members—because we know how many talented folks are part of Shop.org.
Is there a formal process for submitting an idea for a session or for proposing a speaker?
We have no formal process, and we no longer do calls for speakers/presentations. If you have an idea for content you’d like to see presented at an event, the best way to let us know about it is to send us an email. When you email us, please let us know about the topic you are interested in, and whether you, yourself, would like to be a speaker. If you are with a PR firm and want to find a speaking opportunity for a client, please be sure to include the following in your email:
- Your name and contact information
- The name and brief bio of your client
- The topic or topics your client can speak about
We will reply to all inquiries as quickly as possible, and we will let you know whether or not we are able to use your suggestions in an upcoming Shop.org event. Please be patient as sometimes there is a long wait between when you submit a topic and when we can find the perfect fit for the session at a Shop.org event.
Who can speak at a Shop.org event?
We draw from a wide range of professionals to speak at our events. Though we love having our members speak, we also tap into the wider business community and invite CEO’s, authors, academics, analysts, and others. If we think that someone has something to say to our community—something that will instruct, challenge, inspire, or encourage—we will try to get that person to speak for us.
Do you have to be a retailer to speak at a Shop.org event?
Anyone who can help teach, encourage, and inform our membership can speak at our events. Retailers have a lot to say about their experiences and can be great speakers. But our associate members have a lot to share, too. They are often subject matter experts with years of expertise, and they can provide insights and advice that many of our attendees find invaluable. Many of these associate members have also worked in retail at some point in their careers, making them doubly qualified to be effective presenters.
How does Shop.org ensure that speakers don’t use their presentations to make a sales pitch?
We work with all of our speakers ahead of time, reviewing their presentations and talking to them about what they will say. We gather audience feedback after every presentation, and we sit in the audience for every session. If we hear a pitch, or if an audience member feels that the presenter was “selling,” we would be extremely reluctant to ask the speaker back again.
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REGISTRATION QUESTIONS
How do I register?
What are the onsite registration hours?
Registration will take place at the Loews Coronado Bay Resort. Registration hours will be posted closer to the date of the Workshop.
What are the Registration Policies?
- This registration category applies to current Shop.org RETAIL members in good standing. A Shop.org member in good standing is defined as a company whose membership has not expired before July 13, 2009.
- Shop.org 2009 Online Merchandising Workshop registration will not be processed without FULL PAYMENT.
- Badges and credentials will be available for pick up onsite at the registration area during hours of operation. Please print your e-confirmation and bring it onsite to expedite this process. Be prepared to show identification in order to pick up your badge and credentials.
- Transfer or substitution of a pass to a colleague from the SAME RETAIL MEMBER COMPANY as the original pass holder can be made online through the link provided in your e-confirmation. Registrations and badges cannot be shared among attendees and transfers and substitutions cannot be made once a pass holder has checked into the event. This includes the reception and dinner events. To request a transfer or substitution, send an email by July 6, 2009 to ShopJuly09@compusystems.com.
What are the Cancellation/Refund Policies?
- July 6, 2009 CANCELLATION DEADLINE: To receive a full refund, cancellation requests must be received at ShopJuly09@compusystems.com no later than July 6, 2009.
- IMPORTANT INFORMATION FOR FREE PASS HOLDERS: Persons who register for a FREE PASS but do not sign in onsite, transfer or cancel their registration will be assessed a $325 “no show” fee to help offset costs incurred by Shop.org based on expected attendance. All other attendees who were charged for registration but do not sign in, transfer or cancel their registration prior to the above deadline will not receive a refund.
- Registrants are responsible for their hotel and travel accommodations.
- Registration will be accepted onsite if space is available.
Can I register onsite?
Yes, but we recommend that you register in advance to take advantage of discounted rates and to ensure that you secure a seat. Our events do fill up quickly. Where/when can I pick up my badge?
Badges will be available for pick up onsite at the designated registration area during hours of operation. Please print your e-confirmation and bring it onsite to expedite this process. Your e-confirmation has a barcode which allows us to pull up your registration information more quickly onsite. Be prepared to show some form of identification in order to pick up your badge and credentials.
How can I get a receipt for my registration?
Upon completion of registration, a confirmation letter is sent to the email address provided by the registrant. If you have not received an e-confirmation, please call 708.486.0709 or email ShopJuly09@compusystems.com. What if I can't attend after I have registered for the event?
For anyone who is unable to attend and cannot transfer your pass, then a written cancellation notice to ShopJuly09@compusystems.com required. A full refund will be issued for cancellation notices sent prior to the July 6th cancellation deadline.
Anyone who registered for a free full conference pass and cannot attend will need to cancel or transfer their pass to a co-worker prior to the event date. If you cannot attend and do not cancel formally, in writing to ShopJuly09@compusystems.com prior to July 6th, or transfer your pass, you will not receive a refund. For Shop.org retail Members who receive a free pass and do not transfer or cancel in time, you will be assessed a $325 no-show fee. |
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HOW TO TRANSFER YOUR PASS
Any attendee who wishes to transfer a pass, must follow this procedure:
- A transfer may be completed online by clicking "Direct Modify Link" within the body of the original registrant's emailed confirmation letter.
- If the transfer must take place onsite, then the substitute registrant should bring the e-confirmation issued to the original registrant.
- Transfers and substitutions cannot be made once the pass holder has checked in to the event or sub-event.
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