Mobile Agility & Customer Centricity

Almost overnight, mobile devices have transformed from useful tools to indispensable extensions of people’s lives. And the technology is constantly changing. Retailers face intense pressure to build mobile experiences that delight and engage customers while also providing lasting commercial value for the business. In a digital world accelerating toward hyper personalization, you have to know how to stay agile, focus on what matters, and determine the right level of investment to satisfy rising customer expectations.

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With the rise of mobile, the tactics for meeting business goals and objectives have changed. You need people on your team who are comfortable with being uncomfortable. Jason believes that while digital tactics can be taught, it's more important to shift to a mindset of digital experimentation. Learn how Jason leads his team to meet their goal of constantly improving Living Direct’s product offerings and service to their customers:
• Having a specific digital initiative and teaching staff to achieve it vs. throwing them into a project and having them work together to figure it out as they go
• Striving to find platforms where your audience is and focusing your efforts there
• Creating an atmosphere of collaboration amongst cross-functional teams

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Despite the swiftly rising tides of eCommerce, 90% of retail sales still place in-store. From aiding pre-shopping research, to driving foot traffic to stores and following up after the sale, mobile phones have become the most important vehicle for retailers to reach shoppers at the right time, in the right place. The competition for consumer attention is tough. This session will cover winning strategies, from employing the latest location technology, creating compelling content and maximizing notifications.

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Amidst the seismic shift in digital commerce, the very best companies are prioritizing their time and resources on 3-5 Year investments vs. 1 Year investments vs. foundational core, immediate activities. So where does mobile lie on the timeline? Should you roll out an in-store mobile POS asap? Or is it more important to offer targeted mobile customer loyalty applications and promos? Our expert panelists answer your most pressing questions and demonstrate that it is indeed possible to generate short term profit and create long term value:
• Which projects and technologies are front of mind/immediate in 2015? And which are on the back-burner but still of importance?
• What is the role of innovation labs/centers of excellence and how can they help companies focus on bigger ticket items 3-5 years down the road?
• Which teams are involved in putting together the product roadmap and who sees it and uses it once it is completed?

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While shoppers are becoming more and more digitized in the retail space, they expect one thing - personalized experiences. Customers today are not shopping traditionally, they spend a lot of time researching your competitors and showrooming to find the best value. Personalization isn’t about solving a problem, it’s about meeting your customers where they are and letting them shop where and how they want. In this keynote, Arish Ali, Co-Founder and CEO of Skava, will outline the new era of personalization and what it means to customers today. Audience members will learn how to:

- Personalize at an individual level on mobile

- Identify customer’s intent to purchase at every touch point

- Delight customers by using their data in exchange for good value

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Becoming a digital business is no longer about how we incorporate technology into our organizations; it’s about how we use technology to reinvent those organizations to get out in front of the dramatic changes that technology is creating. For large enterprises especially, the opportunity to shift from disrupted to disruptor cannot be overstated. How will organizations use the next three years to redefine their places in this new world?

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Your customers are shopping when and where they want to. Start on a phone, switch to a tablet, drive to a store and back to their phone to learn more later. Mobile shopping experiences no longer exist in a vacuum. Your mobile app, whether serving as an influence point or a channel, has to deliver a flawless experience to your customers and connect them to future engagements with your brand. John Montgomery, SVP for Applause, will discuss how mobile should be a gateway for digital quality across the entire customer journey, and explain how understanding the experience from your customers’ point-of-view can turn casual shoppers into raving fans and even evangelists of your brand.
Audience members will learn:
• How to integrate mobile app quality with your customers’ holistic brand engagement
• How to make sure your mobile app performs as intended in the hands of users
• How to harness mobile app sentiment to improve quality

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1) Creating & Delivering A Best-In-Class Mobile Roadmap
David Kompel, eCommerce Product Manager, W.W. Grainger
Chat Shah, eCommerce Strategy & Planning Manager, W.W. Grainger

2) The Impact & Opportunities Of Wearables In Retail Including Watch, Bands, Glass & More
Jeff Klonowski, Director, Digital Retail - Mobile & Business Development, REI

3) Personalization vs. Customization – Developing Marketing Strategies And Experiences That Foster Serendipity
Aki Iida, Head of Mobile, Zappos

4) Balancing The Day To Day Vs. Future Innovation
Stephen Light, Director, eCommerce, Rugstudio

5) The Impact Of Mobile On Conversion
Brady Stewart, VP, Global eCommerce Operations, Levi Strauss & Co

6) From Concept To Creation: Developing An Agile Payments Strategy
Lance Wills, VP, Technology, Omnichannel, American Eagle Outfitters

7) How To Change A Digital Culture To Be Mobile-First
ReShon Anderson, VP, Digital Marketing & eCommerce, Universal Studios Hollywood

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Thanks for voting in the First Annual Mobile Shopping App Of The Year Awards! We had hundreds of nominations & will announce the winner before lunch, based on the following criteria:

• Design- Prioritizing & beautifully presenting core features that have special relevance in the mobile environment
• Speed- Fast apps significantly boost conversion, that’s a fact!
• Path To Purchase- Turning mobile lurkers into mobile buyers through the apps overall look & feel

Good Luck!

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If you are unsure/nervous about attending this session, GOOD, as you probably need it the most. We invite you to take this opportunity to polar plunge into your vulnerability and start turning your stumbling blocks into stepping stones, the uncomfortable into FUNcomfortable and your relationships into REALationships. Are you ready to jump?

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Jenny Watson is busy turning AutoNation, the country's largest auto dealership chain, into a tech heavyweight. The business has recently pumped $100 million into a digital storefront program that will let customers buy a vehicle online, including their trade-in and financing. Jenny shares her advice, backed up by the AutoNation team of 40 product developers and coders, on creating an online and instore experience that exceeds expectations through:
• Eye catching displays
• Product detail
• Visual representation
• Product comparisons
• Customer assistance

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*Ok, at this point of the day, you’ve seen the slides & you’ve plugged into the panels. But now you’re ready to get involved. You’re ready to share your own mobile challenges, successes & failures. And at Mobile Shopping, you’re in control of the conversation. For the past nine years, our unique, peer-to-peer tables have been the star of the show. As part of a small group, you’ll hear how other retailers & brands are getting to grips with mobile & digital. You’ll be inspired to take their approaches back to your workplace. And you’ll have fun doing it. Every 30 minutes, we’ll tackle a new topic with a new expert host. Enjoy!

1) Cutting Edge Advances in Mobile Engagement
Dan Gesser, IBM Global SME for Mobile Customer Engagement, Silverpop, An IBM Company

2) Optimizing The Mobile Customer Journey
Peter Blum, VP, Product Management, Instart Logic

3) The Touch-point of Analytics, Optimization & Innovation
Chris Mason, CEO and Co-founder, Branding Brand

4) The Next Generation of Personalization: What It Really Means To Personalize The Mobile Experience
Arish Ali, Co-Founder & CEO, Skava

5) How Can Retailers Make Shopping Truly Easy And Ubiquitous On Mobile For A Consumer?
Ed Laws, Global SVP & GM, Performance Advertising, InMobi

6) How to Make Mobile Content Drive In-store Dollars
Sonia Nager, VP, Product, Retail Me Not

7) Keeping Shoppers Engaged Online And Offline
Bob Hall, SVP, Business Development, RadiumOne

8) Creating Relevant Mobile Experiences Across Paid and Owned Channels
Chris Lynch, Sr. Director, Product Marketing, Oracle Marketing Cloud

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*Ok, at this point of the day, you’ve seen the slides & you’ve plugged into the panels. But now you’re ready to get involved. You’re ready to share your own mobile challenges, successes & failures. And at Mobile Shopping, you’re in control of the conversation. For the past nine years, our unique, peer-to-peer tables have been the star of the show. As part of a small group, you’ll hear how other retailers & brands are getting to grips with mobile & digital. You’ll be inspired to take their approaches back to your workplace. And you’ll have fun doing it. Every 30 minutes, we’ll tackle a new topic with a new expert host. Enjoy!

1) Furthering Our Commitment To Responsive Design In 2016 And Beyond
Steven Laff, CTO, Magic Beans

2) Using Data To Understand Changes In Consumer Behavior & Optimize Their Future Mobile Experience
Barbara Gulten, Head Of Global UX & Mobile, Shopbop (An Amazon Company)

3) Best Practice In Mobile UX/UI & Replatforming
Goldie Viegas, Mobile Manager, Strategy & Marketing, VF Corporation

4) Launching Android Apps & Overcoming Fragmentation Issues On Android World
Venkat Gopalan, Director, Architecture & Devops, Sephora

5) Mobile-Only Experiences & Ever-Evolving Mobile Innovation: Where Do You Focus Your Effort & Resource?
Group Product Manager, Mobile

6) What’s In-store? Disrupting The Brick & Mortar Experience With Mobile & Tablet
Pattiann McAdams, SVP, General Manager of Direct Business, Bath and Body Works

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