Welcome to the first ever workshop focused on digital and e-commerce for brands and B2B. The day starts with an overview of the emergence and rapid growth of brands and manufacturers selling direct to consumers, as well as many who are selling B2B.
Successful Strategies for B2C, B2B -- and Everything in Between
Online retail is booming. Brands are selling direct to consumers (B2C) and looking to leverage digital to sell wholesale (B2B). Commercial buyers are also consumers. All consumers are finding your brands and products through multiple channels. Ensuring your e-commerce strategy aligns both B2B and B2C efforts is critical to effectively managing your direct-to-consumer relationships, channel complexity and digital marketing for your brands. Roundtable discussions will provide you with the opportunity to discuss ideas and strategies with non-competitive peers, while sessions will cover pertinent topics that directly affect your business. IRCE Focus: Brands & B2B will tackle these issues and more over two and half days with expert advice, case studies and real-life examples of brands and manufacturers that are successfully building their businesses.
IRCE Focus: Brands & B2B is brought to you by IRCE with agenda production in conjunction with FitForCommerce, an e-commerce consulting company.
Schedule of Events
Sunday, May 18 | 12:00 PM – 4:30 PM, Opening Reception from 4:00 PM - 6:30 PM
Monday, May 19 | 9:00 AM – 4:00 PM, Cocktail Reception from 4:00 PM – 6:30 PM
Tuesday, May 20 | 9:00 AM – 3:00 PM, Exhibit Hall closes at 2:30 PM
Show Registration Hours:
Saturday, May 17 | 8:00 AM - 4:30 PM
Sunday, May 18 | 8:00 AM - 6:30 PM
Monday, May 19 | 8:00 AM - 6:30 PM
Tuesday, May 20 | 8:00 AM - 3:00 PM
IRCE Focus: Brands & B2B AgendaSee Full Agenda +
Sunday, May 18, 2014
Whether you are a well-known brand or a little-known brand, your goal is to maximize your sales — both through your wholesale channels as well as direct-to-consumer. They used to be wholly separate channels but in today's interconnected, omnichannel world where your customers see only one brand, it's even more critical to synchronize and leverage both channels for the benefit of the company as a whole as well as each channel. This workshop will provide both strategic and tactical know-how to grow all channels.
Elevation of the brand — whether you sell hot fashion or furniture or electronics — benefits your direct and indirect businesses. Traditionally, brands invested significantly in print and online brand advertising to boost wholesale sales, but now many brands want to appeal to consumers in a direct relationship, even if a consumer still has to purchase through a retailer. Marketing for brands, manufacturers and B2B has become an entirely different game. This session will cover the breadth of program elements needed to create direct and indirect sales, and dig deeper into some of those key tactics.
Social Media is now at the forefront of marketing for brands, manufacturers, retailers and B2B sellers. But in the noise of the social landscape, businesses need to distinguish themselves by creating a unique voice and telling a compelling story. This session will review strategies and techniques for leveraging social media to drive engagement, loyalty and sales — going beyond a Facebook page.
There is nothing that beats sitting with peers and sharing success stories — and war stories. In this facilitated session, you will be seated with similar but not competitive peers and discuss key lessons and techniques to grow your direct-to-consumer or B2B program. Expect candor, eye-opening insights and a few surprises in this trusted setting.
Should a retail site and a brand site be different? A B2C site and a B2B site are two different things — or are they? The expectations today of a B2B user mirror those of a B2C consumer; we are all online shoppers — at least in our personal lives. This session will discuss how site designs and usability best practices apply to both B2B and B2C sites and even B2B2C sites. Even if your systems are separate, learn how you can leverage capabilities and usability among them.
Underlying all online successes are the tools and technologies that make it all possible. Whether you are a brand, a retailer, a distributor or a B2B seller, this session will cover the landscape of technology challenges, solutions — whether home-grown or third-party — and opportunities to ensure you have a full view of the methods and choices to enable your program.
The "moment of truth" for the customer is often after the order has been made. We strive to go beyond expectations and delight her so that we win her loyalty from that moment of truth. From post-order support, to fulfillment and delivery, to customer service, this session will cover best practices and key lessons in meeting those operational challenges.
Building upon the first facilitated roundtable session, you will be seated this time with a variety of peers with differentiated experiences. We will share our stories and discuss the levers that mattered most - and the challenges and distractions that needed to be overcome.
Monday, May 19, 2014
Introduction & Welcome: A Framework for Brands, Retailers and B2B Business to Leverage the Digital World
Connecting with customers gets more complex – and rewarding – every day. Brands, manufacturers and wholesalers are increasingly selling through multiple channels and going direct to consumers, competing against and shifting their relationships with retailers and other traditional consumer channels. Some are pursuing both B2B and B2C strategies – through retailers and to consumers directly – and many other soft and hard goods sellers. We kick off the main conference with some perspective on the overall market and a framework to keep in mind as we learn from a variety of peers and experts throughout the next two days.
KEYNOTE Total Omnichannel: The Convergence of the Customer Experience through Brands, Stores, Web, Mobile and TV
She is everywhere and we need to be everywhere, too. Brands, retailers and any modern business need to be where the customer is. Bob D’Loren and Isaac Mizrahi are taking the fashion world by storm with a leading edge omnichannel approach to branding, selling, entertaining and building loyalty. Whether it’s in retail stores, on a web store, on TV or on mobile, the ability to make it easy for her and cross-promote will become ever more important in the future. With a big belief in the convergence of TV and web, Bob will share Isaac Mizrahi’s vision and success at firing on all fronts to create a TOTAL omnichannel experience for her.
Shoe e-commerce businesses are booming ever since Zappos helped customers become accustomed to buying shoes without trying them on for fit. Now, leading brands like Steve Madden and Vince Camuto have leveraged the digital world to create engaging and fun in-store, online and mobile experiences to grow sales and loyalty. Hear how these two shoe brands and retailers have overcome challenges and grown aggressively.
Brand manufacturers and B2B sellers are the fastest-growing e-commerce segment, giving e-retailers a run for their money. Combined, these market players are providing the widest selection and best source of information to consumers than ever before. Editor Paul Demery from Internet Retailer will share some compelling insights, trends and metrics that his team has uncovered through IR's extensive research and survey of retailers, brands and manufacturers.
In the 21st Century, consumers are your new boss. They are steering brand marketing into a completely new territory by leading the way and telling brands where, when and how they want to interact. Keep in mind, your customers do not care what channels they’re using! This consumer-centric behavior is forcing brand marketers to rethink the rules around building a brand. In this session, we will cover how to build your organizational structure so that it supports the brand and not just the channel, how to influence the brand culture by what is measured, what role technology should play and the importance of having one single view of the customer.
Similar to consumers having infinite shopping choices, retailers now can acquire products from a myriad of suppliers. Retailers support those brands that make it easy to order, and they have little tolerance for those that don’t. Easy online B2B browsing and ordering is critical. Retail buyers are now expecting many of the features and functions that they find when they shop online in their personal lives. In fact, some brands run their B2B site on the same platform as their B2C site in order to offer similar functionality. The end result is that many of the best practices for B2C are now commonplace in B2B. The brands that realize this can rapidly grow the share of their business that is transacted online, offering faster service to their retailers, and in many cases lowering costs to take orders.
To many, today's e-commerce sites lack the soul and personal touch of quintessential in-store shopping experiences. A few select innovative retailers are turning to an unlikely source to make shopping more human -- a supercomputer. Learn why HSN believes data-driven experiences can revolutionize digital shopping. And why Fluid believes cognitive computing may be the best path to a soulful shopping experience. The ultimate vision is to fundamentally change how consumers interact with e-commerce sites. Goodbye, browse and search. Hello, conversation and uniquely individual experiences. Our speakers from HSN and Fluid will address: What consumers want (and are not getting) from e-commerce today, visions for data-driven, personal shopping experiences and why brands are turning to innovative technologies to differentiate and win digitally.
Fashion Forward: Learning from Apparel, Accessories and Lifestyle Brands at the Forefront and Around the Globe
From luxury to household brands, the apparel, accessory and lifestyle world is often leading the way in digital adoption and innovation — whether wholesale, retailer, online — or even licensing. We'll hear of digital vision and lessons learned from leading fashion brand Lafayette 148 and from legendary brand kingmaker, Marvin Traub Associates' Morty Singer, who will share their worldwide experience taking brands and retailers to new heights by focusing on in-store and digital experiences.
Tuesday, May 20, 2014
Leading brands have embraced digital and e-commerce engagement with customers. Many distinguish themselves (building loyalty, growing direct sales and sales for their retail partners) by leveraging ambitious digital marketing and e-commerce programs. Puma is a well-known brand that has successfully grown its brand awareness and sales through aggressive in-store, mobile and digital efforts. E-commerce veteran Tom Davis keynotes this day, sharing how his global e-business has overcome business, technology, operational and organizational challenges.
Featured Address: Multiple Brands, Multiple Channels: Lessons from the Multi-Experience Fashion and Apparel World
Fashion and apparel brands have taken the lead in using digital channels to engage new customers and create loyal fans. Web sites, mobile devices and social media are proactively managed to tell the brand story and interact with customers with unprecedented frequency – often several times a day for fashion trends. Learn how fashion and apparel experts create immersive online experiences to elevate the brand and drive traffic to all sales channels. This session will present fresh ideas for brand manufacturers and specialty retailers seeking to grow brand presence and market share.
Many B2C online sellers have realized that other businesses are buying online through e-commerce sites. At the same time, B2B online sellers realize they need to provide a consumer-like experience for businesses to shop and place orders. This new phenomenon of B2B2C is one of the fastest-growing sectors. This session will explore how both types of selling have leveraged and learned from each other, regardless of where the business started.
Everyone thinks of Amazon as the largest and most successful online retailer — and braces for drone delivery — but many brands and even retailers are successfully selling through Amazon. Whether you are selling as a vendor to Amazon or selling as a merchant on Amazon, Amazon is the largest distribution opportunity for many brands – both B2C and B2B. Hear how these businesses are selling through Amazon and managing the challenges of avoiding channel conflict.
Our customers are already global — whether a brand means to sell internationally or not. With traffic from international sources hitting 15-20% for some brands, the pressure to address this demand and take advantage of the potential revenue is only going to continue to grow. And, as the digital world expands, brands need to leverage the web to experiment or open in new markets. Many view e-commerce as a quick solution. If only it were easy. This session will explore the challenges and hurdles of going international: merchandising, marketing and technology, localizing content, pricing, regulation and taxation, shipping logistics and other operational elements.
Ordering gifts and food online isn't new, but the latest entrants to the market — combined with significant investments by veteran online food sites — are making food and gift sites all the more appetizing. From chefs and restaurants ordering supplies, to foodies and home cookers buying groceries and supplies, the food industry is finally charging ahead in digital and e-commerce. Learn key considerations and best practices that apply to the food industry and beyond.