Mobile Shopping 2017

October 24-October 26, 2017

Omni Rancho Las Palmas, Rancho Mirage, CA

1 888.482.6012

Wednesday October 25th Day Two: Converting Mobile Customers

For All Attendees

8:15 AM - 8:45 AM Breakfast & Registration In The Mobile Tech Hub

Invitation Only

8:00 AM - 8:15 AM Women In Mobile Breakfast

Invitation Only
Kara Skrip, Head Of Customer Facing Product, ModCloth
Just for the ladies! If you’re a female mobile executive, join us here to get the real how-to’s of leading a digital organization in the 21st century. You’ll make new friends and focus on your personal development, over breakfast. Contact greg.ashton@wbresearch.com for details of how to join.

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Kara Skrip

Head Of Customer Facing Product
ModCloth

8:45 AM - 8:50 AM Welcome Remarks & Audience Survey

Greg Ashton, Sr. Director, eTail & Mobile Shopping

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Greg Ashton

Sr. Director
eTail & Mobile Shopping

8:50 AM - 9:00 AM Chairperson’s Opening Address

Mario Ciabarra, CEO, Quantum Metric

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Mario Ciabarra

CEO
Quantum Metric

9:00 AM - 9:25 AM KEYNOTE COLLECTIVE: Make Mobile Drive Desktop & Instore Dollars

Morgan Chemij, Director, Marketing & CRM North America, Hewlett Packard
Hear the inside story on how one of the most well-known brands in Noth America builds its’ online proposition and plans its’ digital future. Morgan shares invaluable insight into how the mobile program is performing, how success is defined, and when to go back to the drawing board:
•Review the impact (dollar, growth, customer KPIs) across all initiatives that have driven mobile conversion in both your retail and service channels
•Implement the latest tracking technology to see when your customer is browsing or buying
•Incentivize eCommerce, mobile, product, IT and instore teams to work towards common goals, doing what’s right for the brand at a macro-level instead of a micro-level


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Morgan Chemij

Director, Marketing & CRM North America
Hewlett Packard

9:25 AM - 9:45 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
Native, Web or Hybrid App? What’s the best for your business? The choice depends on your customer, your budget and your desired time-scale to build. For 35 minutes, you’ll hear opposing viewpoints of what works, what doesn’t work and how to put your best foot forward in this confusing landscape. You’ll also have the opportunity to chat with other brands at your table, to understand their current approach, successes and failures so far:
•Hear answers to key questions around the app development process, accessibility, monetization, efficiency and maintenance. Is an app right for you?
•Learn how to create a hybrid model that is easy and cost effective to scale to a variety of platforms and operating systems
•Understand how speed and accessibility of mobile web can be combined with the native features of mobile app through Google’s latest Progressive Web App technology (PWA)


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Richard Hesky

CMO
One Stop Equine Shop
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Jean-Michel Boujon

VP, Growth
Getaround
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Aaron Zagha

Sr. Director, International eCommerce
Teleflora
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Nancy Hua

CEO/Co-Founder
Apptimize

10:15 AM - 11:05 AM Energy Recharge Break In The Tech Hub

It’s been a jammed pack first couple of days , so relax and recharge with us while snacking on healthy energy boosters.

General Session

11:05 AM - 11:30 AM KEYNOTE COLLECTIVE: Operate With Mobile In Your DNA

Helen Pan, Director, Customer Experience & Loyalty, Boxed


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Helen Pan

Director, Customer Experience & Loyalty
Boxed

General Session

11:30 AM - 11:50 AM KEYNOTE: The Customer View: How Data Powers Omni-Channel Consumer Experience Transformation

Lindsay Soergel, General Manager, Mobile and eCommerce, Equifax
How do you harness the vast stores of consumer data to personalize experiences for every interaction with a consumer – be it online, on a mobile device or in store? Join Lindsay for a lively and informative discussion on the new data economy and the insights that drive better consumer experiences. You’ll learn how data can power richer consumer profiles that help you achieve a complete view of the consumer and deliver a consistent, consumer-driven experience across all consumer touch points.

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Lindsay Soergel

General Manager, Mobile and eCommerce
Equifax
The line between instore and online continues to blur, so how are the very best brands creating consistency and driving sales in both worlds? Our panelists teach you how to get senior leadership buy-in for instore mobile innovations and get closer to your on-the-go customer than ever before. Here we’ll show you how to merge the two worlds to increase your bottom line:
•Use mobile to drive people instore and utilize content as needed in the store
•Use mobile as a long-term, trusted instore companion through geolocation, pricing information, and coupons delivered at precisely the right time
•Transition instore systems and kiosks to capitalize on mobile payments
•Track performance of all your mobile offers in one place


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Ramesh Swamy

EVP
Curacao
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Angel Singh

Director, Product Analytics and Optimization, Product Management
Sephora
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Karyn Garske

Senior Product Manager, Mobile App
Macy's
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Matt Silk

Head of Strategy
Upland Software

General Session

12:20 PM - 12:40 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

Invitation Only

11:20 AM - 12:40 PM Mobile VIP Boardroom

Get answers to your most pressing questions during this exclusive, invite-only private boardroom. You’ll tackle different mobile problem areas throughout the session, and sit with other brands who share the same responsibilities and resource levels as yourself. Contact greg.ashton@wbresearch.com for details of how to join. Space is limited.

12:40 PM - 1:40 PM Lunch For All Attendees & 2x Private Lunch

Track A: Conversion Best Practices

1:40 PM - 1:45 PM Chairperson’s Afternoon Address

Mario Ciabarra, CEO, Quantum Metric

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Mario Ciabarra

CEO
Quantum Metric

Track A: Conversion Best Practices

1:45 PM - 2:10 PM CASE STUDY COLLECTIVE: TBD

Ahmed Elemam, Head of Special Projects, WestJet

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Ahmed Elemam

Head of Special Projects
WestJet

Track B: User Experience Optimization

1:40 PM - 1:45 PM Chairperson’s Afternoon Address

Track B: User Experience Optimization

1:45 PM - 2:10 PM FIRESIDE CHAT: Building Alexa And Conversational Commerce Functionality

Jeff Ulrich, Sr. Manager, Digital Innovation & Mobile App, United Airlines

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Jeff Ulrich

Sr. Manager, Digital Innovation & Mobile App
United Airlines

Breakout Track C: Interactive Brand-Only Roundtables

1:40 PM - 2:10 PM Edge Out Your Competition Using Loyalty Programs

Track A: Conversion Best Practices

2:10 PM - 2:40 PM TESTING PANEL REMIX: Get Tangible Results From A/B Testing

Tommy Lamb, Director, Loyalty & Retention, Teleflora Krista Deshayes, VP, Marketing, The Saatva Company Mike Olson, VP, Marketing, Fox Rent A Car
A/B testing gives critical insight into your customers’ preferences and what they want from your mobile experience. Our expert panelists explain that not all tests are winners, and why it is important to fail hard and fail fast. Here you’ll put yourself in your customer’s shoes to run tests and act decisively on the results:
•Testing at scale, tracking guest response and making constant adjustments along the way
•Focusing on micro-conversions to achieve macro-goals: small wins that pay big dividends
•Gaining buy-in for mobile testing to identify what’s necessary to update, and what’s not


Tommy Lamb

Director, Loyalty & Retention
Teleflora
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Krista Deshayes

VP, Marketing
The Saatva Company
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Mike Olson

VP, Marketing
Fox Rent A Car
Are you thinking about your mobile customer demographic and showcasing your brand effectively on the small screen? This afternoon’s panelists have experimented and iterated their mobile design processes to remove obstacles in the purchase path and boost conversion. Here they share their best practices in conversion optimization from a design perspective, including:
•How does color affect the purchase and experience?
•How are you thinking about font, button size and page navigation?
•How long is too long when scrolling?
•How many clicks before you lose a sale?


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Rima Huq

eCommerce Product Manager
Crate & Barrel
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Sourav Bhuyan

Sr. User Experience Researcher
Zappos
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Sean Hosley

Head of User Experience
CheapCaribbean
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Jake Glimco

Marketing Manager
Phoenix Leather Goods
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Mark Decausmeaker

Director, Multichannel Sales
REEDS Jewelers

Breakout Track C: Interactive Brand-Only Roundtables

2:10 PM - 2:40 PM Making The Move To Responsive In-House

Aaron Zagha, Sr. Director, International eCommerce, Teleflora

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Aaron Zagha

Sr. Director, International eCommerce
Teleflora

Breakout Track C: Interactive Brand-Only Roundtables

2:40 PM - 3:10 PM Best Practices In Facebook Marketing

2:40 PM - 3:20 PM Happy Hour In The Tech Hub

While sipping on beers and snacking on sliders, join us as we discuss what everyone has learned so far at Mobile Shopping.

3:20 PM - 3:45 PM CASE STUDY COLLECTIVE: Knowing Your Audience Across Platforms

Dan Newman, Deputy Creative Director, NPR

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Dan Newman

Deputy Creative Director
NPR

3:45 PM - 4:05 PM User Experience Optimization

Kara Skrip, Head Of Customer Facing Product, ModCloth
As Head of Customer Facing Product, increasing mobile conversion is Kara’s top priority. Kara explains that the overriding issues are of user experience and mobile-friendly design, from landing page to checkout. Here Kara draws on recent experience to outline simple strategies that will help you:
•Increase funnel progression on your mobile site and app
•Speed time-to-purchase and grow sales
•Leave your customers with positive associations from a satisfying experience with your brand
•Seal the deal and convert more customers, faster


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Kara Skrip

Head Of Customer Facing Product
ModCloth

4:05 PM - 4:30 PM QUICK FIRE AUDIT: Who Has The Best Mobile App?

Jeff McDonald, CEO, Raw Paws
In a Mobile Shopping first, we’ll let the audience critique each other’s apps- everything from home page layout, call to action buttons, menu load times and more will be placed under the microscope to determine who has the very best app in 2017. You’ll learn valuable lessons and be inspired to take new approaches back to your workplace.

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Jeff McDonald

CEO
Raw Paws

4:30 PM - 5:30 PM Mobile Shopping Fire & Ice Reception

When taking a break from the fire pit and ice luge, visit our Charity Corner to sign greeting cards for the Barbara Sinatra Children’s Center (our local charity partner).

5:30 PM - 5:30 PM End of Day Two

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