Day two, Friday 29 January 2010

Chair’s opening remarks

Holistic Site Optimisation - Tools and techniques for Customer Insight and Conversion

Craig shares a range of practical techniques that you can take away and use to direct your optimisation projects. He shows how these can be applied to gain customer insight, and drive experimentation through directed testing.

Products and approaches that improve the entire customer journey and allow you to increase the ROI on your marketing efforts are discussed along with a case study for Autoglass.co.uk showing the benefits of multi-variate testing during TV advertising.

Getting the online experience right: The science behind knowing your consumer

• Pureplay etailers know their customers. Multichannel retailers less so – what can they learn from them?
• What is the role of online for consumers?
• How do you get a Single Customer View? How to match and marry up data collected through store, online, telephone and catalogue
• Once you’ve got that view, what do you do with it?

Conversion: Targeting the online consumer

• Who’s shopping?
• Who’s your consumer and how do you target them?
• How to best allocate your marketing spend
• Is affiliate marketing the right way for retailers to generate extra sales and widen their networks online?
  
• Using the internet to reach an international audience
• If so, how do you choose the right affiliate, and what should you expect?
  
• What will give the best ROI?
• Managing your brand online – how does this differ to offline?

Catching your customer: Natural Search vs. Paid Search

• Conversion rates: what’s the gold standard, and how can you achieve this?
• Top Ten Faults
• Natural Search: Using the right language online to create “SEO-d” text
• Paid Search: The right way to approach AdWords

Martec launches findings from multichannel retailing research report

• Cross channel cannibalisation - should you be worried? How do you measure it? What does it mean for your store network?
• A single view of the customer - is this realistic? How far have other retailers got in the US and UK? What is the best way to achieve this? 
• Assortment consistency across channels - what is the best policy for stores and web for different types of retailers? Why are US retailers better at assortment optimisation than UK retailers?

Future focus: Mobile retailing

• Is mobile an extra revenue stream, or another opportunity to support your brand?
• Are consumers actually ready to buy through their mobiles? Has Mcommerce finally come of age?
• What’s actually achievable on a 3x2 screen? Is less more?
• How can retailers use existing assets and technologies but adapt them for mobile use?
• Iphone app or open source technology?
• Will Near Field Communication mean the ultimate selling experience?

Choosing the right nuts and bolts: Spending wisely on your website

• How much should retailers be spending on developing their websites?
• Determining ROI
• To what extent does one size fit all in terms of platforms?
• Which features require custom development?
• What do consumers really care about when they use websites – and what should retailers be putting resources towards?

Online customer satisfaction

• What do customers expect online?
• How can retailers ensure high levels of satisfaction as the industry continues to raise the bar? 
• How does customer satisfaction translate into profits?
  

Chair’s closing remarks and close of Ecommerce Summit