Attending the IRCE in Chicago was an exhilarating exhibit of e-commerce expertise.
Walking away, we’re wielding the weapons on online, offline, social, mobile and integrated marketing efforts that fuel sales success.
The challenges of platform service providers, stream-lined analytics, cross-channel sales tactics, and the e-tail to retail consumer cycle begin to seem commonplace after hearing and speaking with some of these esteemed guests at IRCE.
Today’s highlights included GM of Gaming for SkullCandy, on recruiting real users of your brand to transform shoppers into buyers. On the website management side, Benjamin Davis, Director of E-Commerce for the Chicago Bears Pro Shop, offered advice on preparing for heavy traffic to your e-commerce site and working to drive conversions and engagement for visitors and customers.
B2B firms are not to be excluded from the world of digital opportunities. Search marketing, even social strategy is equally important for business brands as for consumer brands. Marketing Manager of the Private Sector for Cisco, Kenneth Leung, and Senior Director of E-Marketing for WW Grainger, explained why social marketing is no longer just for B2C firms. In the presentation, “Taking your B2B brand to the B2C world”, VP of U.S. Business Development for the high-end, Hermes Europe, Uwe Bald shared his marketing savvy.
Peter Taylor, Director of Business Development & E-Commerce at @SportChalet, gave us ten “worry-free, time-friendly, guaranteed to sizzle tactics for creating content that sells”. Even big brand managers from Walgreens online e-commerce hub, Jasbir Patel, Senior Director and GMM, and Joe Rago, Senior Mobile Product Manager, were on site to offer their expertise on getting outside opinions to develop innovation for your website.
User experience, the sometimes-dreaded “UX” aspect is clearly more than an aesthetic analysis, but a fine-tuned science of how real people will be interacting with your website. Conversions can radically change with just the slightest modifications to the web design, information structure, intuitive aspects of the layout, and the copywriting and call-to-action. Darrell Benatar, CEO of UserTesting.com and Christine Young, UX Research Manager, of StubHub.com discussed the opportunities for quick design fixes that are often overlooked when trying to focus on core business practices.
Find more from some of the presenting companies in their Twitter feed: