Companies should humanize brands, use social media optimally to build connections – eCommerce Innovation Summit
The eCommerce Innovation Summit – powered by the Innovation Enterprise, successfully came to a close on 21st March 2018. The two-day event (from 20th – 21st March) was an unequalled get together of 28 speakers and an interactive audience of 100 senior executives from the field of sales and marketing from eCommerce and retail sectors.
The eCommerce Innovation Summit 2018 started with the primary agenda of analyzing the latest digital trends that are impacting the ecommerce industry.
The first day of the event saw some great sessions and networking exchanges. You can check the first day’s sessions here.
The second day at the event was another round of interactive sessions, some fire-side chats and networking exchanges. The day started with a fireside chat by Samuel L Lau – Head of Digital Marketing, Blue Shield of California. He discussed about the ongoing transition of the U.S. healthcare industry that has affected the “how” and the “who” of the medical marketing strategies.
Gregory Fina – Director of Technology at Serena & Lily, talked about the importance of staying ahead in the market and shared some tips and tricks for getting ahead of competition. One of the key sessions was taken by Lauren Chan Lee – Director of Product Management at Care.com, who talked about the specifics of building an eCommerce marketplace that will drive conversions.
Sonia Hunt – VP Marketing, The Perfect Sip, in her session How to humanize your brand to impact eCommerce growth talked about the importance of building a brand image that is approachable, relatable and reachable. She said that social media would play an important role in helping companies connect with their customers.
Avinash Gangadharan who is the vice president of Engineering, Discovery and Omnichannel at Walmart Labs, discussed about the peculiarities of building personalized eCommerce experiences and how Walmart Labs are defining the future of next generation customer experience.
Later in the day, Juozas Kaziukėnas – Founder and CEO at Marketplace Pulse, talked about the evolution of brands. He also talked about the ecommerce strategies at Amazon which are reshaping the buying patterns.
Nick Fairbalm – SVP Marketing, Le Tote, talked about the importance of building a customer focused experience. He told that he considers customers and their feedback one of the important steps in the overall selling process.
Lowell Goss – VP Design & UX, LendingClub said that the shopping has become instinctual. People add products to cart, checkout, get free delivery, free exchanges etc. and all these have become an integral part of shopping.
Ali Haris – Senior Manager, SEO Macy’s quoted the following prediction from Gartner, “‘Conversational AI-first’ will supersede ‘cloud-first, mobile-first’ as the most important, high-level imperative for the next 10 years. He discussed about the evolution of digital customer journey and future of search.
The eCommerce Innovation Summit 2018 comprised informational sessions and provided ample networking opportunities.