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Exciting agenda for E-commerce Forum 2007
This year's E-commerce Forum has an exciting mix of speakers from both the client and supplier side.
Chris Terelak will be discussing how Direct Wines moved from under the railway arches in Windsor to becoming multi-channel, multi-site, multi-brand retailer. Specific e-commerce issues he will talking about include: responses online vs offline; cannibalising sales; building and maintaining websites; reaching one view of the customer; operating cost reduction; managing the learning curve of online marketing techniques; using the web to building relationships; personalization and finding the perfect fit in the marketing mix.
Paul Frantz of Google will be discussing online retail trends; best practice approaches for retailers to using Google’s advertising platform and services (Adwords), how to ensure that 100% of your products are Indexed into Google; targeting the multi channel customer ad techniques on how to increase website conversions.
Andrew Bradford of AOL will be discussing “Brand New World”, important research conducted with Henley Management centre about the role of the internet in providing new routes to market. It has empowered the consumer and eliminated the information imbalance that marketers have coveted for years. Andrew discusses trust as a key driver of this behaviour and has studied the role of customer advocacy, satisfaction, loyalty and quantifies the relationships between these outputs and the levers using modelling techniques and suggests new metrics for marketers.
Heather Hopkins of Hitwise will present a series of case studies to show the online marketing mix of leading retailers including John Lewis, Boden and White Company. The case studies will reveal the mix of traffic coming from affiliates and search engines, the demographic spread and their online competitive profile. The presentation will also analyse the search marketing strategy of these companies, including their keywords lists, the mix of paid and organic traffic, affililate and price-comparison site performance.
Will Lewis from Blooming Marvellous will discuss moving a catalogue business into the multi-channel era. The Marvellous Group is now a balanced multi-channel retailer, with sales split rather evenly between catalogues, high street and the web. The change, from what was predominantly a catalogue business, has meant a complete re-evaluation of the market, marketing, business processes and technology: the talk will cover the exciting journey so far and, as in all explorations, its fair share of blind alleys, disappointments and false prophets as well as great achievements and, in the final analysis, a transformed business.
Benj Hosack of One-SEC will be speaking about the PCI DSS, how it applies to you, what challenges you need to be aware of in becoming PCI DSS Compliant and how to address those challenges in a cost effective and efficient manner. The PCI DSS is a set of security controls based on best practice, designed and developed by the major card payment schemes (Visa, MasterCard, American Express, JCB, Diners and Discover) to enhance the security of cardholder data and thereby reduce the risk of data compromise and fraud on a global basis.
David Jesson of Pindar will discuss how the advent of the multi-channel marketing is driving sales and profitability growth for all businesses, the key challenges in developing a successful and scaleable multi-channel operation and and for e-commerce businesses what is the role of the catalogue channel and how it can improve the performance of you business from sales to conversion ratios.
Mike Baxter of Sales Logiq will be presenting findings from the Online Retail User Experience Benchmarks study, which uses marketing, psychology and technology insights and over 100 metrics to analyse the mind and journey of the online shopper through the customer experience in key areas such as navigation, search and product classification. Along the way, he explains what works and what doesn’t on some of the biggest and most successful retail sites.
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