If your sales conversion rates aren’t what you’d like them to be, you’re looking for advice on how to brand your products and company online, or you have questions about cyber security in e-commerce, Digital Dallas’ first EDUCATE series event is for you.
On February 19th, you can attend a panel featuring Andrew McLaughlin (Senior Manager of E-Commerce, Marketing and Operations at Haggar), Brad Van Otterloo (VP of Client Development at Koupon), Kevin Strawbridge, (Marketing, Multi-Channel and Digital Commerce Expert), and Matt Alexander (Founder of Need). The panel will be moderated by Dwight Hill, Managing Director at The Retail Advisory who was recently named NBC’s Retail Expert. Anyone who cares anything about digital commerce and marketing should be at this event.
Here’s just some of what you can hope to walk away with from the event:
Andrew McLaughlin, Haggar: “I came to Haggar in late September, and my role here is ecommerce operations, analytics and marketing. My team and I do everything from helping to choose the product assortment on the site, to tracking inventory, to setting up and planning the promotions. After that we can get to the fun stuff, which for me is analytics and marketing. We figure out, based on our budget, how much online advertising we can do, look at the analytics to see how effective it is, and where we can drive more and better traffic.
Haggar has a lot more to offer than what we’ve come to be most associated with over the last decade. We’re taking on new directions with both our creative and our product offering. Our biggest initiative has been showing people that we’re more than just our top selling pant. We’re getting new people to take a look at our brand with new lines of comfortable, great looking pants, expanded sizes, more suits and sport coats…It’s been a lot of fun rounding out the selection and looking forward to the arrival of such great product. These initiatives are definitely not unique to the e-commerce channel for Haggar, but ordering the product for Haggar.com and putting together creative with a fresh perspective on our product for the online space has been really key. We have a really excellent creative team that has really helped shaped how we’re going to be perceived in the online space.”
When does a company know it’s ready for someone to handle e-commerce and marketing internally? “There isn’t necessarily a tipping point in your online sales that dictates when or if you should bring in an internal resource to do online marketing. Before entering the e-commerce realm, I would find someone you trust who knows the industry who can help you ask the right questions of existing and potential vendors. In addition to knowing what you need in terms of site functionality, you need someone who is going to think about what will work to market your product most effectively. Find an online marketing resource who you trust who isn’t just trying to sell you something, whose knowledge you can leverage, and who can serve as a sounding board for your ideas and goals for online growth. If you can find someone who can look at your assets with an eye for the online marketing space in particular, and how your site needs to work to convert visitors into sales or leads effectively, you’ll be much better positioned.”
Brad VanOterloo, VP of Client Development, Koupon: “This event is a great opportunity to explore and discuss how retailers are looking to bridge the gap between offline and online. Mobile is forcing e-commerce and brick-and-mortar selling to quickly collide, and retailers are addressing this in different ways. Is it better to convince a shopper to visit a retailer location? Or would the retailer prefer they encourage them to visit their commerce store?
Other topics that I look forward to discussing include the data that you are able to collect on customers through mobile. What is currently being done with this data? What should be done with the data? When does it get creepy? How can location data be used to track brick-and-mortar acquisition costs? What is the value of getting a customer into a retail location?”
Kevin Strawbridge, Marketing, Multi-Channel and Digital Commerce Expert: “Digital Dallas is a great forum bringing together professionals solely focused on innovation and improving all things digital. To host an event geared toward digital commerce immediately piqued my interest and I am really looking forward to participating on the panel with other talented leaders in the discipline. Omnichannel is a word that is thrown around quite a bit and I know that our group of like minds can certainly help to pin down what it means, how it affects people, and what lies ahead as it continues to evolve.
Having been around multi-channel businesses since 2001, personally I will weigh in on the experience that customers feel and receive when ordering online and how that experience needs to transcend the customer service, order fulfillment, and offline interactions that one can face. Omnichannel should be a seamless experience. Some companies get that and are doing a great job of extending their brands through the full scope of service. Others are challenged. This could be due to resources, lack of strategy or barriers based on integration. No one knows yet what lies ahead, but it is invigorating to speculate.”
Matt Alexander, Founder of Need: “Considering my company, Need, launched just three months ago, I’m excited to talk with some of the city’s foremost authorities on the state — and future — of digital commerce. It’s an enormous industry with a great many parties innovating and dabbling with change and, in my eyes, much of that is occurring in Dallas. There’s a lot of passion here and it’ll be great to have some of those people come together for a discussion.
As for me, I plan to cover the assumptions we made when developing Need — in conjunction with some larger personalities in the industry — whilst also sharing some of the wisdom we’ve garnered from our short time operating. We’re in a unique position and have a lot to share in that light.
If I were an audience member, I suspect I’d hear a great many differing perspectives from people engaged in small companies attempting to carve a niche, contrasting with representatives from extremely well-established brands attempting to remain relevant and agile. In other words, I’d learn about what it takes both to start and survive.”
The Panel will be moderated by Dwight Hill, Managing Director at The Retail Advisory. Hill is a recognized retail expert with over 20 years of combined industry and consulting experience ranging from Merchant to Vice President levels with Deloitte LLP, Neiman Marcus, Michaels Stores and Zale’s.
Hill is a retail consultant and speaker with a track record of delivering quantifiable results from strategy to execution for retailers of all types and sizes including luxury, department stores, specialty apparel / hardlines, and convenience. He was also recently named NBC’s Retail Expert.
Tickets for the event are limited, get yours here.