Monday October 17: Seize The Micromoment

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Want-to-know moments. Want-to-do moments. Want-to-buy moments. Mobile has fractured the customer journey into hundreds of real-time, intent-driven micromoments that happen anytime, anywhere. And each moment is a critical opportunity for brands to influence your customer’s decisions and path to purchase. So how can you meet your customer in the moment? In this session, a Top 10 retailer outlines their successes so far:
• Provide useful and relevant information exactly when the customer needs it
• Help your customer move through your mobile offering at lightning speed
• Connect the dots across screens, channels and teams

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Your customers are shopping when and where they want. Start on a tablet, switch to a phone and end up in store. Today’s shopping experiences no longer exist in a vacuum. Mobile profoundly influences the customer journey. It's critical that retailers deliver flawless experiences everywhere and everytime. Applause will unveil the results of a study on the best and worst shopping apps and share what it takes for leaders to turn casual buyers into customers for life.

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Join four panelists who are embracing major external and internal change, keeping the customer front of mind and earning company-wide commitment to mobile strategy. You’ll leave this session with strong understanding of not only what your customer values, but also the value the mobile customer represents to your bottom line:
• Define what actually motivates your customer, then reorganize your strategy around their needs
• Use the wealth of data at your disposal to create an experience that goes above and beyond customer expectation
• Become customer centric to catch up with Amazon, Alibaba and disruptive competitors

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What can more traditional retailers learn from mobile-firstbrands? While many retailers are playing catch up with mobile strategies,younger and digitally savvy brands are also launching physical store presences.What can we learn from these next-gen retailers? How are mobile-first brandsacquiring, engaging, and retaining users? What insights are they applying tothe brick and mortar model and what are the challenges they are facing?

Join Michael Eilers Smith, lead mobile developer at Frank Oak, and MomchilKyurkchiev, CEO & Co-Founder at Leanplum, for a fireside chat to discusshow Frank Oak leverages the latest in mobile marketing technology to engageshoppers with personalized campaigns.

In this session you’ll learn:

• How a mobile-first brand stays dynamic in a competitive app environment
• What lessons they are applying to launching brick and mortar extensions
• Creative strategies to target and engage users with personalized messaging, location based campaigns, and reducing shopping cart abandonment

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Bob Purcell is the Chief Marketing Officer at 100% PURE.Bob has a diverse and proven track record of driving profitable growth from a pre-revenue stage to a $1.4 billion dollar sales and EBITDA of over $64 million dollars. In addition to transforming entire industries, Bob has received Hall of Fame and CLIO Awards for his creative and also been named Search Engine Marketer of The Year.
Bob’s favorite product is Coffee Bean Eye Cream.

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Most organizations talk often about putting customers first. Digital teams who truly achieve customer focus have transformed their operating model to revolve around successful outcomes for customers, driving brand affinity and repeat business. With insight into a Top 20 digital brand, Rob will take you on Target’s Product journey and offer valuable lessons that can be applied in the retail environment:

· Learn more about your customer’s needs as their engagement grows,rather than simply tracking their past behavior

· Discover the best customer experiences, and deliver them in a channel-agnostic way 


· Approach mobile as a primary tool of the customer, leveraged in unique ways for research and transaction 



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Hear about an exciting new technology from one of our vendor partners and a retail client.

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Learn how to effectively compare your products to others in the market merely by serving more and locating the touch points that drive long-term purchasing habits amongst your customers.

· Locate trends and find ideas that can become the foundation for your own creativity and innovative vision.

· Elevate your guest’s experience – from providing them with compelling reasons to choose you, to creating a deeper connection between your product and their desires, and furthering their enjoyment of and attachment to your brand.

· Spread that message to your team, embed in it their daily work processes and create a unique culture within your own organization.

· These keys to success in today’s market, where change is constant and evolution is critical, will expand and enhance your business, product line and brand, to keep you in front of and apart from your competition.

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Companies large and small understand that online commerce is a necessary sales channel to be competitive today. Since most shoppers carry their mobile devices wherever they go, retailers must have effective mobile strategies in place; and they must deliver relevant, personalized communications to shoppers at home, on the go and in-store. That means doing the right thing when it comes to both mobile sites and mobile apps. Retailers should think about operating a mobile-first strategy when it comes to building or refreshing e-Commerce sites. Join us and discover how Oracle is enabling retailers to provide mobile access throughout their customer’s shopping journey.

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As part of a small group, you’ll hear how other retailers and brands are getting to grips with mobile and digital. You’ll be inspired to take their approaches back to your workplace. And you’ll have fun doing it. Every 25 minutes, we’ll tackle a new topic with a new expert host.

1) Making A Case For Mobile Web Vs. Native App
Jill Pauley, Director, Online Marketing, SexyHair
2) Cleverosity- Look At The World Differently!
Eugene Alletto, CEO, Bedgear
3) Taking Your Mobile Presence Global: Challenges and Opportunities
Karen Ayyagari, Lead Mobile Product Manager, Global E-commerce, UNIQLO
4) Streamline The Mobile Shopping Experience
Jordan Bass, Director, eCommerce, FIJI Water
5) Optimize Mobile Speed And Agility With Execution
Anshu Bhardwaj, Sr. Director - Site & Mobile Experience, SamsClub.com
6) Low Cost, Low Tech Ways To Put Your Customer First
Shari Doggett, CEO, Factory Direct Craft Supply
7) Leveraging the Mobile In-Store Experience
Howard Blumenthal, Director, eBusiness Product Management, Advance Auto Parts

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