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

7:20 AM - 8:10 AM Breakfast & Registration In The Mobile Tech Hub

Invitation Only

7:20 AM - 8:10 AM Women In Mobile Breakfast

Invitation Only
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 for details of how to join.

8:10 AM - 8:20 AM Welcome Remarks & Audience Survey

Greg Ashton, Sr. Director, eTail & Mobile Shopping


Greg Ashton

Sr. Director
eTail & Mobile Shopping

8:20 AM - 8:35 AM Chairperson’s Opening Address

8:35 AM - 8:55 AM KEYNOTE: Push Mobile Experience To The Forefront Of All Brand Strategy

Guido Campello, CEO, Cosabella
What distinguishes mobile-first organizations from other companies? In short, the former have reoriented their entire operating model around the customer and gained buy-in for mobile from the top to the bottom of the organization. As CEO of Cosabella, Guido is prioritizing mobile experience, and explains how this award-winning luxury brand is crushing mobile in 2017 and beyond:
•Define what actually motivates your customer, then reorganize your strategy around their needs with mobile at the forefront
•Build your product and eCommerce teams from the ground up, and allow them to collaborate at every stage of your customer’s journey to create a perfect experience
•Use the wealth of mobile data at your disposal to create an experience that goes above and beyond customer expectation


Guido Campello


8:55 AM - 9:20 AM CASE STUDY COLLECTIVE: Operate With Mobile In Your DNA

Jackson Jeyanayagam, CMO, Boxed
2017 was another major year of mobile and desktop reorganising, testing and learning. To fully redesign around the customer, the very best (and most disruptive) brands are operating with mobile in their DNA. But when it comes to mobile customer acquisition and conversion, which tools and technology should you implement first and why? Jackson has blazed his own mobile trail and explains here what has worked and not worked for Boxed over the past 12 months:
•Optimize content for the small screen, including headings, images, calls to action and more
•Gain CTO and CMO buy-in for AB testing, assign resource and get ROI from your tests
•Redesign with confidence and set up for success by partnering with the best 3rd party solution providers


Jackson Jeyanayagam

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)


Daniel Moure


Richard Hesky

One Stop Equine Shop

Jean-Michel Boujon

VP, Growth

Jeff Ulrich

Sr. Manager Digital Innovation
United Airlines

10:00 AM - 10:50 AM Here’s The Scoop Break In The Tech Hub

While sipping on Prosecco Floats, join us as we get the latest industry scoop, and discuss what everyone has shared so far at Mobile Shopping.

10:50 AM - 11:10 AM KEYNOTE: Make Mobile Drive Desktop & Instore Dollars

Morgan Chemij, Director NA Marketing, 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


Morgan Chemij

Director NA Marketing
Hewlett Packard

General Session

11:10 AM - 11:30 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.


Lindsay Soergel

General Manager, Mobile and eCommerce
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


Ramesh Swamy


Angel Doran

Director Product Analytics & Optimization

Renu Razdan

Director, Product Management, Omni-Channel & Mobile Apps & HauteLook

Matt Silk

Head of Strategy

General Session

12:00 PM - 12:20 PM KEYNOTE: Optimize Your Mobile Checkout With Moovweb

Hear a fresh case study from Moovweb and one of their major retail clients. You’ll hear what works and doesn’t work in mobile checkout, and gain the latest tools that you need to close the gap between mobile traffic and conversion.

General Session

12:20 PM - 12:40 PM GUEST SPEAKER: Artificial Intelligence And Machine Learning To Create A Meaningful Conversation In The Mobile Age

Ian Khan, Technology Futurist, 3x TEDx Speaker, Independent Expert
Today more people on the planet have a mobile device than electricity. This prevalence of technology ubiquity creates a tremendous opportunity to deliver value across the technology value chain. As businesses adapt to new models that are technology facilitated and in many cases technology based, there is also a shift in mobility being at the center of this revolution. Retail, Manufacturing, Healthcare, Logistics Transportation, HigherEd and a slew of other industries are exposed to a fresh set of possibilities that deliver impact, engagement and value as never seen before. Despite this dramatic development in Mobility, there are severe challenges to the sustainable growth of the technology and related outcomes from industries that use Mobility as a growth mechanism. Some of these factors include Standards, Processes and People in addition to its relationship with emerging technologies such as Artificial Intelligence, IoT & Others. In his keynote talk, Ian Khan will talk about Value Creation, future trends in mobility, and how the relationship of Mobility with IoT & Artificial Intelligence will completely reshape our world in the next few years & how true value can be created in the mobility enabled era of the 4th Industrial revolution.


Ian Khan

Technology Futurist, 3x TEDx Speaker
Independent Expert

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 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

Track A: Conversion Best Practices

1:45 PM - 2:10 PM CASE STUDY COLLECTIVE: Boost Mobile Speed And Page Load Performance To Increase Conversion

Vadim Tsemekhman, Director, Product Management- WalmartLabs, Walmart
It’s not as hard as you think to speed up your website. Vadim leads a cross functional team doing everything they can to improve the performance of Walmart web and app. This session will give you simple steps to:
•Get your customer through the purchase funnel as quickly and easily as possible
•Make performance changes on the back end with minimal front end interruption
•Understand your customers expectations around speed and compare your site load performance against your rivals


Vadim Tsemekhman

Director, Product Management- WalmartLabs

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 CASE STUDY COLLECTIVE: Design And Implement Progressive Web Apps

Jaime Wilson, Sr. Director User Experience Design,
In her role as Sr. Director, User Experience Design & Product at Overstock, Jaime oversees the entire mobile product. Jaime is currently prioritizing and building Progressive Web Apps- a new way to deliver amazing user experiences on the web. Here you’ll learn how to build a reliable, fast and engaging PWA that:
•Loads instantly even in uncertain network conditions
•Responds quickly to user interactions with smooth animations and scrolling
•Feels like a natural app on the device, with an immersive user experience


Jaime Wilson

Sr. Director User Experience Design

Breakout Track C: Interactive Brand-Only Roundtables

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

Carol Radigan, Sr. Manager, Digital Acquisitions and Innovation, Marriott Rewards, Marriott


Carol Radigan

Sr. Manager, Digital Acquisitions and Innovation, Marriott Rewards

Track A: Conversion Best Practices

2:10 PM - 2:30 PM Vendor Innovation Spotlight: 5 Fast Hacks To Increase Mobile Conversion

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

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


Karl Scholl

Director, Customer Experience

Krista Deshayes

VP, Marketing
The Saatva Company

Mike Olson

Sr. Director, Online Experience

Eric Lamy

Digital Project Manager
Keurig Green Mountain

Mike Pitone

Director, Digital Product & Experience

Track A: Conversion Best Practices

3:10 PM - 3:30 PM Lessons From The Front Line: Best Practices In Mobile Testing And Iterating

Cameron Gabriel, Sr. Manager, Digital Merchandising, Harry&David Shan Younker, Sr. Manager, UX, Harry&David
Cameron and Shan have worked tirelessly to gain insights into their user behavior through A/B testing, then used these insights to boost mobile conversion. Here they outline the Harry & David testing program and share recent successes to enable you to:
•Test headings, images, content, call to action buttons, social media buttons and logos, with a mobile-first remit
•Gain CTO/CMO buy-in to execute testing and assign dedicated staff to carry out your tests
•Demonstrate a real ROI from your testing program


Cameron Gabriel

Sr. Manager, Digital Merchandising

Shan Younker

Sr. Manager, UX

Track B: User Experience Optimization

2:10 PM - 2:30 PM Vendor Innovation Spotlight: Leverage Technology To Enhance The Mobile User Experience

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

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?


Rima Huq

eCommerce Product Manager
Crate & Barrel

Sourav Bhuyan

Sr. User Experience Researcher

Sean Hosley

Head of User Experience

Jake Glimco

Marketing Manager
Phoenix Leather Goods

Mark Decausmeaker

Director, Multichannel Sales
REEDS Jewelers

Track B: User Experience Optimization

3:10 PM - 3:30 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


Kara Skrip

Head Of Customer Facing Product

Breakout Track C: Interactive Brand-Only Roundtables

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

Aaron Zagha, Head of eCommerce, International, Teleflora


Aaron Zagha

Head of eCommerce, International

Breakout Track C: Interactive Brand-Only Roundtables

2:40 PM - 3:10 PM Low Cost, Low Tech Ways To Improve Mobile Experience

David Goodman, CEO, Coco Jack


David Goodman

Coco Jack

3:30 PM - 4:10 PM Relaxation Station Afternoon Break In The Tech Hub

It’s been a jammed pack 2 days, relax with us and get a 10 minute chair massage while snacking on healthy energy boosters.

4:10 PM - 4:30 PM CLOSING KEYNOTE: Discoverability and Retention For Your Mobile App

Andrea Frechette, Head of Product & Interactive Marketing, DreamWorks Animation
Andrea has been working in the video game industry for 18 years in a variety of product marketing, production and leadership roles. At DreamWorks Animation, Andrea covers both product development and marketing lifecycles for mobile, VR and console games. In this session, you’ll learn best practices from the mobile gaming business across the (iOS) and Android distribution landscape, including optimizing discoverability on the app stores, and building long term retention for your users.


Andrea Frechette

Head of Product & Interactive Marketing
DreamWorks Animation

4:30 PM - 4:50 PM APP AUDIT: Who Has The Best Mobile App?

Briggs Subramaniam, GM- Mobile Apps, Abercrombie & Fitch
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.


Briggs Subramaniam

GM- Mobile Apps
Abercrombie & Fitch

4:50 PM - 5:50 PM Mobile Shopping Rat Pack Reception

Visit the Starlight Terrace and dance the night away to a live jazz band! When taking a break from the dance floor, visit our Charity Corner to sign greeting cards for the Barbara Sinatra Children’s Center (our local charity partner).

5:50 PM - 5:50 PM End of Day Two

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