Mobile Shopping 2017

October 24-October 26, 2017

Omni Rancho Las Palmas, Rancho Mirage, CA

1 888.482.6012

Tuesday October 24th Day One: Acquiring Mobile Customers

7:30 AM - 8:20 AM Breakfast & Registration In The Mobile Tech Hub

8:20 AM - 8:30 AM Welcome Remarks & Icebreaker

Greg Ashton, Sr. Director, eTail & Mobile Shopping

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Greg Ashton

Sr. Director
eTail & Mobile Shopping

8:30 AM - 8:45 AM Chairperson’s Opening Address

8:45 AM - 9:05 AM FIRESIDE CHAT: Overcome The Disconnect Between Mobile Traffic Vs. Conversion

Nabarupa Banerjee , Head of Product, SamsClub.com
According to a new Akamai Online Retail Performance Report, while half of consumers tap smartphones for product insight, just one in five complete the purchase on the device. And as Head of Product at SamsClub, Naba knows that consumers love mobile browsing, but mobile purchasing not so much. Here Naba shares the results of a recent major project; a project that had an ambitious goal for mobile conversion to match traffic. Don’t miss this insightful fireside chat that will give you the tools to meet and exceed your mobile customer conversion goal:
•Develop a clear picture of who the mobile customer is and how to interact with them
•Reduce the effects of slow page load performance
•Allow a seamless checkout experience


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Nabarupa Banerjee 

Head of Product
SamsClub.com

9:05 AM - 9:45 AM KEYNOTE PANEL REMIX: The Key Components Of A Best-In-Class Mobile Web Experience

Alek Vernitsky, SVP & Head of Product, thredUP Beth Monda, VP, eCommerce, Teleflora Gary Penn, Head of Digital & Global eCommerce, prAna Living
Now more than ever, all businesses are focusing on creating amazing mobile website experiences, designed with the customer at the forefront. These mobile-first brands are making the most of smartphone strengths and constraints, and inviting customer feedback along the way. Learn what it takes to create the best possible mobile website, including:
•Make it easy for users to unlock your product catalog and quickly select which option they're interested in learning more about
•Present information by way of simple eye-catching imagery
•Remove complex design components to declutter the site and simplified the overall mobile experience
•Create a mobile website with the same appearance, speed and functionality as your app and vice-versa


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Alek Vernitsky

SVP & Head of Product
thredUP
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Beth Monda

VP, eCommerce
Teleflora
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Gary Penn

Head of Digital & Global eCommerce
prAna Living

9:45 AM - 10:05 AM KEYNOTE: Innovation In Mobile: The Future Of AI, Machine Learning & Conversational Commerce

Barkha Saxena, VP, Data and Analytics, Poshmark
Now that Amazon Echo lives in our home and messaging apps are extremely popular, some trailblazing brands are using voice and chat services to interact with their customers and translate their unique needs into repeat purchases. As VP of Data and Analytics, Barkha is taking a data driven approach to machine learning at Poshmark, and will explain what the not-too-distant future will look like:
· Understand which stages of the customer journey lend themselves to bot automation vs. human contact
· Work with the best 3rd parties to ensure that back-end inputs are correct, and deliver algorithms that improve the customer experience rather than annoying them
· Artificially learn about your customer’s shopping habits in the long term and reduce the cost of traditional post-purchase customer service channels

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Barkha Saxena

VP, Data and Analytics
Poshmark

10:05 AM - 10:55 AM Top O’ The Morning Break In The Tech Hub

Grab a cup of Irish Coffee, as we kick off Mobile Shopping 2017, and open the floor for you to meet with top notch solution providers

In this mobile-first and mobile-only world, marketers are increasingly creating highly relevant advertisements that consider a consumer’s intent, context, location and purchase immediacy. Hear from four innovators who share their mobile customer journey successes, providing tactics that allow you to meet your audience in all their moments of need while maintaining efficiency in your marketing spend:
•Find and reach your consumer in personal ways
•Get to know your consumer’s interests to create personal invitations rather than intrusions
•Use mobile in unexpected ways to grow traffic


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Sharon Knitter

Director, Integrated Retail
Sears
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Avantika Agarwal

Product Manager, Customer Growth
Birchbox
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Ken Au

Director, eCommerce Operations
Abt Electronics
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Alex Austin

Co-Founder & CEO
Branch

11:25 AM - 11:45 AM KEYNOTE: The State Of Mobile Product Discovery

Monal Patel, SVP and CBO, UNBXD
Mobile is in its consolidation phase, with slowing smartphone growth. Succeeding with product discovery on mobile is crucial to growing engagement and conversion rates. Learn from trends and actionable insights gained from over 5 billion interactions a month.

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Monal Patel

SVP and CBO
UNBXD

11:45 AM - 12:05 PM KEYNOTE: Transformation with Digital In The Driver’s Seat

Neeraj Tolmare, VP-Head of Digital Transformation & IT Applications, Digital Customer Experiences, HP
The shift to mobile has brought the rise of “think mobile-first”, but the very best brands have already shifted their mindset to “think mobile only.” These elite companies recognize mobile as a complete foundation for the next generation customer journey. Don’t miss Neeraj’s exclusive story that explores the true benefits of ditching the desktop, from the perspective of a Top 50 US retailer:
•Leverage the ability of mobile as a 24/7 browsing, comparison and purchase tool all in one
•Design for the small screen to achieve a more attractive and functional end product
•Communicate your brand message more effectively on mobile to meet consumer needs


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Neeraj Tolmare

VP-Head of Digital Transformation & IT Applications, Digital Customer Experiences
HP

12:05 PM - 12:25 PM KEYNOTE FIRESIDE CHAT: Lessons From A Mobile-First Brand: How Personalization Is Driving Mobile App Engagement and ROI

Momchil Kyurkchiev, Co-Founder & CEO, Leanplum
Hear a fresh case study from Leanplum and one of their major retail clients. Leanplum have worked with this client to create a next-generation personalization platform, that is getting the business closer to their customers than ever before. Here you’ll learn new ways to personalize that will drive app engagement and ROI.

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Momchil Kyurkchiev

Co-Founder & CEO
Leanplum

12:25 PM - 12:45 PM KEYNOTE: Google Analytics For The Physical World

Greg Fox, CRO, Gas Buddy
93% of commerce ($4.5 Trillion annual) is still offline. As mobile and digital adverting technology continues to advance, brands are demanding attribution and metrics to prove a better ROAS. Greg explores how to use mobile location data in your mobile media programs to bridge the digital world media with physical world visits:
•Prepare for Google’s search ranking changes, as they move from a desktop model to a mobile model
•How to choose geotargeting and beacons tools for your location marketing
•Create compelling, timely and relevant notifications based on these location triggers


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Greg Fox

CRO
Gas Buddy

12:45 PM - 1:45 PM Lunch For All Attendees & Private Lunch

Track A: Target And Track Your Customers

1:45 PM - 1:50 PM Chairperson’s Afternoon Address

Track A: Target And Track Your Customers

1:50 PM - 2:15 PM CASE STUDY COLLECTIVE: Use Predictive Analytics To Take Mobile Personalization To The Next Level

Jim Merk, Director, Brand Marketing, Newegg
Context is central to the shopping experience and your customer expects their entire mobile experience – search, recommendations, notifications, deals and promotions – to be tailored to them as an individual. Hear how this innovative brand is leveraging emerging technologies to personalize experiences for their customers, and learn from their successes and failures so far:
•Collect data from mobile apps, site usage, social, locational, instore behavior and email, then turn it into actionable information
•Build predictive models that discover relationships between historic data and outcomes to predict likely future behaviors
•Improve pricing, inventory control, customer service and revenue with big data tools


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Jim Merk

Director, Brand Marketing
Newegg

Track B: Mobile Advertising And Messaging

1:45 PM - 1:50 PM Chairperson’s Afternoon Address

Track B: Mobile Advertising And Messaging

1:50 PM - 2:15 PM CASE STUDY COLLECTIVE: Improve App Store Visibility And Branding

Adam Miller, Senior Mobile Marketing & Analytics Manager, Turo, Inc.
How do you make your app successful when others have bigger budgets? Sometimes the shortest path to the top 10 is to bend the rules a little—at least, that's what some developers think. Here Adam describes the how-to’s of Appstore Optimization, and discusses how you can protect your own creative work to make app downloads better for everyone, regardless of app store:
•Create a consistent brand across IOs and Android
•Find and select the very best app developer partners
•Put your App at the top of App store rankings


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Adam Miller

Senior Mobile Marketing & Analytics Manager
Turo, Inc.

Breakout Track C: Interactive Brand-Only Roundtables

1:45 PM - 2:15 PM Best Practices In Cross-Platform Strategy

Small group discussions focused on problem solving, limited to 15 participants per table.
Jaime DeLanghe, Group Product Manager, Etsy

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Jaime DeLanghe

Group Product Manager
Etsy

Track A: Target And Track Your Customers

2:15 PM - 2:25 PM Innovation Spotlight: Mobile As An Essential Part Of Retail Omnichannel Strategy

Track A: Target And Track Your Customers

2:25 PM - 3:05 PM ONLINE MEDIA PANEL REMIX: Identify The Role Of Mobile In Paid Media Channel Attribution

Krista Deshayes, VP, Marketing, The Saatva Company Jamie Braxton, Marketing Manager, US Mattress Donna Bedford, Global Digital Lead, Lenovo Lisa Archambault, Director, Digital Media, Caesars Entertainment Corporation
Mobile drove more than half of the total paid search clicks this past Thanksgiving and Black Friday, and mobile conversion rates are constantly improving. So where should you be spending your advertising dollars in the year ahead, to drive more mobile sales? This panel will give you the tools to structure your next paid search campaign effectively, take advantage of Google’s latest mobile search ranking changes and optimize your site layout:
•Adding instant-buy features on mobile ads to convert the customer with fewer clicks
•Take advantage of localized search through mobile
•Measuring success: setting up mobile KPIs for paid media channel


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Krista Deshayes

VP, Marketing
The Saatva Company
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Jamie Braxton

Marketing Manager
US Mattress
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Donna Bedford

Global Digital Lead
Lenovo
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Lisa Archambault

Director, Digital Media
Caesars Entertainment Corporation

Track B: Mobile Advertising And Messaging

2:15 PM - 2:25 PM Innovation Spotlight

According to Leanplum, mobile marketers are still struggling with push messaging. Many brands still rely on generic blasts, which are based on the old ways that we utilized email and other web-centric tactics. In this presentation, a leading brand will shift your paradigm and give you the latest tips on creating location, timing and behavior-based triggers:
•Create a catchy and appealing message to tell users why they should opt-in to your push notifications
•Use segmentation and customize messages to individual users based on their path to purchase
•keep your users engaged by prompting them with limited time offers


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John Johnson

Director, Digital Marketing
Volvo
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Sarah Leggett

Business Intelligence Merchandising Analyst
REVOLVE
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Gregory Samson

VP, Marketing & Business Development
Cheapair
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Chris Weakley

VP, Marketing
Robbins Brothers

Breakout Track C: Interactive Brand-Only Roundtables

2:15 PM - 2:45 PM The Future Of Voice And Conversational Commerce

Small group discussions focused on problem solving, limited to 15 participants per table.
Goldie Viegas, Mobile Manager, Strategy & Marketing, VF Corporation

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Goldie Viegas

Mobile Manager, Strategy & Marketing
VF Corporation

3:05 PM - 3:50 PM Taco Tuesday Afternoon Break In The Tech Hub

It’s Tuesday! Indulge in mini tacos and cool down from the desert heat with frozen margaritas.

Track A: Target And Track Your Customers

3:50 PM - 4:10 PM A Tale Of Two Platforms: Splitting Resource Effectively Between Ios And Android

Ben Schein, Product Manager, Mobile, NPR One
When creating your app, should you focus on Ios or Android first? Ben believes that it’s important to understand the behaviors of each platform before you start development. Here he explains how to allow users to use and easily understand your app on the platform that is native to them, giving them the most clear and true version of your product no matter where it’s used:
•Allocating resource based on your customer demographic
•Set up one development team for ioS and a separate team for Android
•Develop an app with separate code to get the most out of each platform vs. universal code to allow easier implementation


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Ben Schein

Product Manager, Mobile
NPR One

Track A: Target And Track Your Customers

4:10 PM - 4:30 PM Innovation Spotlight: Mobile Web Obesity And Performance: Secrets You Can Use To Trim The Fat

Learn about an exciting new technology from one of our solution provider partners. Contact csilverman@wbresearch.com for speaking opportunities.

Track B: Mobile Advertising And Messaging

3:50 PM - 4:10 PM Drive Consumer Confidence When Buying Apparel Online

Robert Muzingo, Director of eCommerce & Online Marketing, Joe’s Jeans
For Joe’s Jeans, the level and quality of personalized customer experience has been a key determinant in winning the confidence of their customer, and share of their wallet. Here Robert shares successes and failures of a recent personalization project.
•Serve up targeted content at just the right moment on mobile or desktop
•Provide a personalized, unique customer shopping experience
•Boost short and long term revenue while reducing returns


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Robert Muzingo

Director of eCommerce & Online Marketing
Joe’s Jeans

Track B: Mobile Advertising And Messaging

4:10 PM - 4:30 PM Innovation Spotlight: How To Drive Incremental Revenue Through Retargeting And Remarketing

Learn about an exciting new technology from one of our solution provider partners. Contact csilverman@wbresearch.com for speaking opportunities.

Breakout Track C: Interactive Brand-Only Roundtables

3:50 PM - 4:20 PM 5 Tips For Marketing Big Ticket Items On Mobile

Small group discussions focused on problem solving, limited to 15 participants per table.
Michael Hughes, CEO & Founder, Plush Beds

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Michael Hughes

CEO & Founder
Plush Beds

4:30 PM - 5:30 PM Mobile Tech Roundtables

*Have your most pressing questions answered by our hand-picked solution provider partners. Small group discussions focused on problem solving, limited to 15 participants per table.
Lindsay Soergel, General Manager, Mobile and eCommerce, Equifax
1)The Customer View: How Data Powers Omni-Channel Consumer Experience Transformation
Lindsay Soergel, General Manager, Mobile and eCommerce, Equifax
2)Topic TBD
An Executive From Leanplum
3)Topic TBD
An Executive From Listrak



For sponsorship opportunities, contact Chet; csilverman@wbresearch.com

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Lindsay Soergel

General Manager, Mobile and eCommerce
Equifax

5:30 PM - 6:30 PM Here For the Boos Welcome Reception

Halloween is a week away! Celebrate in the Tech Hub as we get spooked and sip on our signature cocktail “Witches’ Brew”.

6:30 PM - 6:30 PM End of Day One

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