Day Two, October 14, 2014: Executing Premier eCommerce Capabilities

Megan Kessler, Event Director, Luxury Interactive 2014

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Kicking off the day is Keiron McCammon, CTO for Moda Operandi who played an instrumental part in the company’s re-imagining and re-launch of its entire e-commerce technology platform, website & mobile app which have redefined the luxury shopping experience for their customers. From vision, to strategy, to execution Keiron shares lessons from the trenches including:

• Why you need to build a core competency in technology

• How to approach rebuilding your technological capabilities from the inside out

• What technology can do to "romance" the product and make an impact

• The importance of tying together website, mobile & customer service to create a high tech/high touch experience for today's luxury consumer

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An integral part of a luxury brand customer journey is the ‘white glove’ service, the personal touches, and amazing brand experience. It is a critical part of the offline experience, so why would you not use the same approach online? Savvy brands, retailers, and branded manufacturers leverage digital experiences and digital storytelling to forge strong emotional connections with consumers. At Elastic Path, we believe that these new digital experiences call for a fresh approach to ecommerce, one that seamlessly blends commerce and content and empowers your marketers to create compelling, personal journeys, and where consumers can transact within the experience vs. being sent to a traditional web store. This exciting session will show you how to accelerate the customer journey by using commerce software designed exclusively for Adobe Marketing Cloud to create and manage complete, compelling digital experiences.

Attendees will learn how to:
• Overcome challenges that block the delivery of experience-driven commerce

• Bring transactional capabilities directly into Adobe Marketing Cloud

• Build an interoperable technology platform to maximize digital revenue

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Enjoy your mimosas!

Your eCommerce site has become much more than just a place to buy a luxury good; it is now also a destination for your consumer to be fully immersed in your brand’s lifestyle. By engaging your consumer onsite, you get to educate and sell the consumer with your own brand voice. The executives on this panel have built several ways to not only entertain the consumer but also sell to them in an authentic way while keeping their “white gloves” on:
• Building content and experience to make luxury brands relatable yet inspiring for consumers’ to lifestyle
• Exploring different mediums that provide information to the customer in an interactive way:
• Video
• Company blogs
• Magalogs
• Recognizing the website is a living document—how your brand can best be responsive to the online shopping customer
• Collecting data onsite, explaining the value for future purchases and relevant content

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Pinterest, Instagram, and Tumblr have changed the way retailers and brands connect to their audiences. See how marketers are using visual content to deepen their engagement with current customers and reach new ones. Learn how to develop a visual content strategy that fits what each visual & interest-based social network is about, and how they work together.

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These interactive sessions are your opportunity to take a deep dive into the topics that were presented earlier in the day. Each attendee has the opportunity to join two discussions during this timeframe:

1. Romancing The Product - Redefining Luxury eCommerce at Moda Operandi
Keiron McCammon, CTO/Head of Product, Moda Operandi

2. The Luxury Retail Experience: How Commerce And Content Can Bring Back The “White Glove”
Matt Dion , VP Marketing, Elastic Path Software
Michael Klein, Director of Industry Strategy, Adobe Marketing Cloud

3. Digital Tools To Enhance Your Brand’s Sales & Ownership Experience
Mark P. Ramsey, General Manager, Digital Retail Operations, Audi

4. Connecting With Your Audience Emotionally: Visual Storytelling On Pinterest, Instagram, And Tumblr
Nick Mueller, Head of Content Marketing, Piqora

5. Alipay: Connecting Global Brands With China
Jingming Li, President and Chief Architect, Alipay U.S.

6. How Digital Is Evolving The Definition of Luxury
Jon Jackson, Executive Creative Director and Sophie Kleber, Executive Director of Product Strategy and Innovation, HUGE

7. Creating A Meaningful Site Experience To Engage Customers And Drive Sales
James Sandora, Director – Global Digital Strategy & Integration, Kohler
Heather Kaminetsky, VP of Marketing—Americas, NET-A-PORTER GROUP

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Enjoy our mini-cupcake tasting, where we are featuring 14 of your favorite flavors!

Everyone knows that content marketing is the new black, and that storytelling is the most effective way to engage in content marketing that really matters and resonates with consumers. But in a world where mobility is king, channels are multiplying and attention span is fleeting, how do you create brand stories that break through the clutter? Breaking content down into snackable bites that are easy to digest allows brands to share more frequently and in real time so that consumers can engage on the go. The output of an integrated content ecosystem, dynamic micro stories pack a powerful brand punch to connect with people across interests, demographics and geography. Join this session as Elizabeth demonstrates how:

• Creating a robust content ecosystem around a tight content strategy that integrates all channels and functions is the first step in building diversified content streams that lead to effective storytelling

• Every channel should be thought of a story platform - a place where consumers can share real moments and experiences with your brand

• Micro storytelling is a key component to effective brand content marketing, allowing both the brand and consumers to fully engage in bite sized human moments that create connections

• Imaginative use of channels where sharing is reinforced and encouraged creates brand ambassadors and helps brand spread the stories far and wide

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These interactive sessions are your opportunity to take a deep dive into the topics that were presented earlier in the day. Each attendee has the opportunity to join two discussions during this timeframe:

1. Innovative Marketing Solutions For Million Dollar Product
Elizabeth Kolsich, Director of Marketing, CORE Real Estate

2. Micro Stories: How Bite Sized Content Creates Engaged Consumers And Builds Brand Equity
Elizabeth Pizzinato, SVP, Marketing and Communications, Four Seasons Hotels and Resorts

3. Cupcakes, Clouds, And Skyscrapers: How To Decode Instagram And Reach Millenials On Your Terms
Jimmy Lepore Hagan. Director of Digital Media, Nanette Lepore

4. You Can’t Be Too Fast Or Too Fat: How Web Performance Impacts Brand Experience
David Hsieh, VP of Marketing, Instart Logic

5. Have You Tapped Into Your Brand Advocates?
Mikko Valimaki, Founder and CTO, Needle

6. Speaking The International Language Of Your Luxury Consumer…5 Must-Do Strategies To Optimize Control
Claire Goodswen, Solution Architect, Lionbridge
Paris Loesch , VP, Global Sales, Lionbridge

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