SheerLuxe E-Tail Conference

Thursday 5th & Friday 6th March 2009
Fulham Town Hall, Fulham Broadway, London SW6 1ET

Day 1:Thursday 5th March, 9am - 5pm

9.30 - 10.10 Ecommerce Lessons for Small Businesses
Holly Tucker (founder of NotOnTheHighStreet.com)

- The journey from concept to conquest
- What to watch out for
- Lessons learned at NotOnTheHighStreet
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10.10 - 10.50 How Ratings & Reviews can drive sales
Justin Crandall (Bazaar Voice)

- The Stats: Understand How Luxury Customers Shop Online
- Best Practices: Learn Techniques for Building Community & Driving Sales
- From Reviews to Stories: Find the Strategy that Fits Your Brand
- Case Studies: Dive Into Real-World Examples and Results
- Negative Reviews: Promote Transparency and Authenticity
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10.50 - 11.20 COFFEE

11.20 - 12.05 Best Practice / Design / Online mechandising
Dr Mike Baxter (Moneyspyder)

- E-commerce is 14 years old - long enough for best-practice to have emerged in most aspects of e-commerce operations
- The principles of e-commerce best-practice are simple - once you think of them - the hard part is understanding what makes the difference between good and bad practice online
- This session will begin by discussing customer journeys as a framework for identifying best-practice
- Best practice opportunities will then be discussed in landing page design, product choice and purchase commitment
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12.05 - 12.45 A-Z of Search Engine Optimisation
Stephen Pratley (Shine Marketing)

- Introduction: What makes one website rank above another.
- Keywords: Learning to pick your battles
- Structure: Why does website coding matter? How much does it matter.
- Content: Writing for search engines.
- Links: Stop tinkering, start marketing.
- Finding sites that want to talk about you.
- Case study walk through.
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12.45 - 13.45 LUNCH

13.45 - 14.35 Maximising sales through data marketing and insight
Kevin McSpadden (More2)

- The importance of your database
- The principles of acquisition marketing (how to develop a best of breed strategy between your new customers)
- Understanding the barriers which exist in getting new customers to shop from you - from the customer’s perspective
- Practical strategies for recruiting new customers
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14.35 - 15.15 The basics for building a successful affiliate programme for a high-end retail brand
Liane Dietrich(Linkshare)

- Affiliate marketing in 3 mins – how it works.
- How will your brand appear?
- Benefits of affiliate marketing
- Managing an affiliate programme – management options; maximising your programme; communicating with your affiliates; protecting your brand
- Testimonials
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15.15 - 15.45 COFFEE

15.45 - 16.25 Maximising revenue from email marketing during an economic downturn
Rob Hunter(Adestra)

- Strategy: Building & retaining customers
- How much is too much?
- Encouraging action
- Using campaign results for remarketing campaigns
- Email as part of cross-channel marketing campaigns
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16.25 - 17.00 Shaping Your Business For Investment &/or Sale
Panel:Tom Fleming, Christopher Jones, Nick Jenkins
(Venrex, Livingstone Partners, Moonpig.com)

17.00 - 19.00 DRINKS @ Chateau 6

Day 2:Friday 6th March, 9am - 4.30pm

9.30 - 10.10 The Future of Ecommerce
Brent Hoberman (founded LastMinute.com, now MyDeco.com) & Mark Esiri (Smythson)

10.10 - 10.50 Ecommerce Lessons for high end brands
Martin Bartle (ex Net A Porter, now 270 degree marketing)

- Is the luxury consumer online?
- What are you doing to communicate with them?
- Build it and they will come
- Attention to detail
Click here to download this presentation

10.50 - 11.20 COFFEE

11.20 - 12.00 How Video Can Enhance Your Online Business
Nancy Cruickshank (ex Handbag.com, now VideoJug.com)

- The phenomenon of video
- How video can drive sales and reduce returns
- How video can enhance the consumer experience on your site and develop stickiness / loyalty
- How do to do video online / on a budget. The do’s and donts.
- How to stream other video content that isn't your own, on your site
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12.00 - 12.40 Maximising Affiliate Revenue in the Digital Age
Liane Dietrich(Linkshare)

- The marketplace is diversifying – how do we see it changing?
- How can advertisers adapt to this shift?
- Looking to the future
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12.40 - 13.40 LUNCH

13.40 - 14.30 Analysing your Database & The Lifetime Value of your customer
Kevin McSpadden (More2)

- What do I need to know and why?
- Using your data to grow sales and cut costs – with real-life examples
- 17 things you can do straight away
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14.30 - 15.10 Using Google Analytics properly to improve e-commerce performance
Roger Wilcocks (ScreenPages)

- What you should be measuring beyond the obvious
- Where to find it in Google Analytics
- How does that compare with everybody else's stats?
- Low-hanging fruit for improving those stats
- Measuring the before & after
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15.10 - 15.25 COFFEE

15.25 - 16.05 Practical and Systematic Approach to E-commerce Strategy
Mike Baxter (Moneyspyder)

- Identifying and implementing isolated instances of best-practice is great way of improving e-commerce performance ... but it hardly amounts to an e-commerce strategy
- This session will start by looking at the key ingredients of an e-commerce strategy
- It will then identify the key performance indicators upon which an e-commerce strategy can be built
- Then we will explore how web analytics can be used to generate data to drive key performance indicators
- Finally, we will examine a case study in which this has all been implemeted and used to improve sales conversion.
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16.05 - 16.30 Dos & Dont from the Best
Georgie Coleridge Cole (SheerLuxe)

from Asos, Anya Hindmarch, Brora, Hush, Koodos, Mama La Mode, My-Wardrobe, SweatyBetty and more
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16.30 CLOSE