October 15 - 16, 2018
Convene Conference Center, 32 Old Slip, New York, NY
DAY TWO | TUESDAY, OCTOBER 16, 2018: DAYS OF THE NEW
For All Attendees8:00 am - 8:40 am Continental Breakfast & Registration for All Attendees
Invite Only8:00 am - 8:40 am VIP Breakfast – Invite Only
8:45 am - 9:00 am Chairperson’s Opening Remarks
9:00 am - 9:20 am FIRESIDE CHAT: LUXURY IS IN THE EYES OF THE BEHOLDER
How do luxury consumers shop? How do we keep that luxury appeal?
We define luxury by the product and the questions they are asking.
The definition of luxury has been transforming for a while now with the changing consumer landscape and shifts in consumption. For a masterclass in just how much things have changed, we’ll delve into how new and digital native brands are providing elevated experience while making luxury accessible.
9:45 am - 10:25 am PANEL: FOUNTAIN OF YOUTH: IDENTIFYING AND ATTRACTING NEWLY LUXURY FACING CUSTOMERSKristen Naiman - SVP Brand Creative Kate Spade Rodney Williams - President & CEO, Belvedere Vodka LVMH Moet Hennessy Louis Vuitton Jenny Oh - Chief Operating Officer CULT GAIA
Higher flexibility on online price points for younger luxury shoppers, ongoing wealth transfer, and the need for luxury companies to constantly replenish their base has made millennials and Gen Z an area of high focus for marketers. How are companies engaging and delighting this pool of customers?
•Creating aspiration for a younger audience
•Connecting a heritage brand with a generation that values experience over possessions
•Understanding the answer to “what do emerging affluent millennials and gen z want?” is constantly changing – and how to position your brand to anticipate and meet
Kristen NaimanSVP Brand Creative
Rodney WilliamsPresident & CEO, Belvedere Vodka
LVMH Moet Hennessy Louis Vuitton
Jenny OhChief Operating Officer
10:25 am - 11:05 am Morning Refreshments & Networking Break at the TECHSHOWCASE LOUNGE
TRACK A: MAKEOVER: BEFORE & AFTER11:05 am - 11:25 am CASE STUDY: HOW MOVING TO A NEW MODEL LED TO RUN(A)WAY GROWTH James Henderson - President, Commercial Operations XOJET
TRACK A: MAKEOVER: BEFORE & AFTER11:25 am - 12:05 pm PANEL INTERACTIVE SALES. NOW. – RETRAINING YOUR MIND TO A NEW UNDERSTANDING OF WHAT CONSITUTITES REALISTIC DIGITAL GROWTH Heather Kaminetsky - President Riley Home
Are you committed to growth in the digital ecosystem? It’s a new world requiring a new understanding – including the investments that need to be made to help lay the groundwork for the future of your business. We’ll be pulling together some of the leading minds in finance and digital restructuring to weigh in on:
•How to handle conversations requiring proof on ROI before you can even invest
•Finding a commission based solution or something low cost to get things off the ground
•Starting with insight and shopping cart abandonment, then upselling for the next wave, once you have the proof of increased revenue
•Pay attention to conversion rate optimization, funnels, where is your bottle.
•All those changes, all the investment needs to be in the back end, all of our data can be accessible because the website user experience, you have to use all your data portability and be connected.
TRACK B: A NEW STANDARD OF BEAUTY FOR BUSINESS MODELS11:05 am - 11:25 am CASE STUDY: CATCHING UP TO YESTERDAY WHILE KEEPING AN EYE OUT FOR TOMORROW Brian La Monica - Director of Revenue, Distribution, & e-Commerce Hôtel Plaza Athénée
Brian’s is a familiar story in these “my company is just starting to adopt e-commerce,” “my role has evolved” times – but with plot twists and details you can’t make up! Join Brian as he shares his key insights from how the Hôtel Plaza Athénée has gone from minimal e-commerce to expanding its online reach and direct bookings. Prepare yourself for the unexpected when it comes to his best advice to you on how to tackle the greatest challenge of all: the ongoing balancing act between playing catch up and implementing futurist inspired strategies.
Brian La MonicaDirector of Revenue, Distribution, & e-Commerce
Hôtel Plaza Athénée
TRACK B: A NEW STANDARD OF BEAUTY FOR BUSINESS MODELS11:25 am - 12:05 pm PANEL INTERACTIVE: PRIVACY IS SO HOT RIGHT NOW - GETTING IN LINE WITH THE GDPR
General Data Protection Regulation (GDPR) enforcement starts May 25, 2018. We’ll look at how brands have dealt with the regulation to date, the impact it has had, and what to expect next.
TRACK B: A NEW STANDARD OF BEAUTY FOR BUSINESS MODELS12:05 pm - 12:30 pm DON’T BUILD A BEAUTIFUL STORE IN THE MIDDLE OF THE DESERT – HOW TO CONCEPTUALIZE AND EXECUTE ON A PROPERLY STRUCTURED AND DESIGNED WEBSITE
Your website is a digital storefront to which you want to drive virtual traffic and in which you want to transact sales. So when you pour the digital concrete on this store, what are you thinking about in laying this foundation? Put on your hard hat and get ready to sweat as we discuss the top three crucial concepts in virtual bricklaying.
12:30 pm - 1:35 pm Lunch for All Attendees
TRACK A: ON YOUR VIDEO PHONE1:35 pm - 1:45 pm Chairperson’s Afternoon Address
TRACK A: ON YOUR VIDEO PHONE1:45 pm - 2:05 pm CASE STUDY: MEASURABLE RETURNS ON E-COMMERCE SALES FROM CONTENT STATEGY AND SITE IMPROVEMENTS Evan Moore - VP, Product Goop
Join Evan as he delves into how he has helped Goop more than double its conversion rate, drive large improvements in retention and lifetime value, drastically ramp its paid marketing efforts, and grow engagement and traffic to meet steep display advertising inventory demands
Evan MooreVP, Product
TRACK A: ON YOUR VIDEO PHONE2:05 pm - 2:25 pm Tech + Review
Solutions provider and client will present a use case with results.
TRACK B: SMALL BUT MIGHTY1:35 pm - 1:45 pm Chairperson’s Afternoon Address
TRACK B: SMALL BUT MIGHTY1:45 pm - 2:05 pm FIRESIDE CHAT: INNOVATION WITHIN RESTRICTIONS – HOW TO MANAGE MORE DATA WITH THE SAME NUMBER OF HANDS
TRACK B: SMALL BUT MIGHTY2:05 pm - 2:25 pm Tech + Review
Solutions provider and client will present a use case with results.
TRACK C: GROUP THERAPY1:35 pm - 2:25 pm FOR BRANDS
How are you as a brand reaching consumers through a third party retailer?
2:25 pm - 3:05 pm PANEL: TECH SHOULD BE A TOOL THAT ENABLES US TO DO THINGS BETTER, EASIER, AND FASTER WITHOUT BEING A HICCUP OR A RAISON D’ETREAshley Kalus - Digital Brand Manager – Premium Spirits Rémy Cointreau
This session will delve into the panelists’ exploration of new tech including voice ordering, in-store displays with mobile notifications, (insert other examples) to discuss:
• Are you targeting one part of the customer journey? Or working towards a holistic system?
• Picking the tech, how many do you want, how do they integrate with each other?
• Allocating budget towards tech solutions, including a cushion for unexpected expenditures
• Allotting human resources in terms of time for training in new tech
• Once you have initial results, how do you enhance your use to better fit the brand?
Ashley KalusDigital Brand Manager – Premium Spirits
3:05 pm - 3:25 pm CASE STUDY: PLEASE DO(N’T) STAND SO CLOSE TO ME: CONNECTING WITH YOUR CUSTOMERS VIA MOBILE CLIENTELING TECH
There is so much fatigue from email marketing, it seems like texting is a way better way to get in front of people. Mobile clienteling strategy is quite common internationally but hasn’t quite landed in North America. For those who have or are looking to implement mobile wide strategy, mobile CRM system and more, we’ll be looking at:
•Overall what is the strategy? What has worked? What hasn’t worked? Is it luxury enough?
•Do consumers feel invaded upon receiving text messaging or is it a preferred means of communication?
•Guidelines and best practices
2:25 pm - 3:05 pm PANEL: NO PRESSURE, NO DIAMONDS – HOW SMALLER TEAMS ARE RESPONDING TO TIME, BANDWIDTH, AND HEAD COUNT RESTRICTIONS WHILE EXPANDING THEIR BUSINESSESTamera Ferro - Vice President, Digital Commerce & Marketing Nili Lotan
Are you a luxury brand with a small team but global reach? Are you under pressure to innovate and apply new tactics while also running your day-to-day business – with the same headcount? You aren’t alone. This session will delve into how small teams are extending their reach using tech and other efficiencies.
Tamera FerroVice President, Digital Commerce & Marketing
3:05 pm - 3:25 pm CASE STUDY: PRESSURE FROM AMAZON AND WHAT THAT MEANSJeffrey Fowler - President, North America Farfetch
Luxury hasn’t been hit as hard by Amazon as other retailers – yet. As Amazon continues to extend its reach into luxury, here’s what brands are thinking about:
•Should I go into the luxury amazon BD category as a vendor? Or do I keep my margins as they are?
•What are the expanded opportunities for discovery by listing my products on Amazon?
•I’ve heard luxury people said they’ll never be on Amazon. Is this realistic long term?
Jeffrey FowlerPresident, North America
2:25 pm - 3:30 pm WEBSITE REVAMPS
Like home renovations, the road to a website relaunch is long, expensive, and fraught with setbacks. Join your peers to exchange war stories and what got you over your stumbling blocks.
•Going for mobile first strategy
•Shifts in design for 2019
•Sticky navigation it will follow you as you scroll down.
•Ecommerce changes so quickly. What should be on our a/b testing to make things better
3:25 pm - 4:05 pm Refreshment Break & Networking in the TECHSHOWCASE LOUNGE
4:05 pm - 5:10 pm BETTER, TOGETHERScott Steever - Head of E-Commerce ABC Carpet & Home Pamela Fishman Cianci - Director of Business Development and Partnerships Hudson's Bay Company Michaella Solar-March - Global Director of Member Events & Programming Soho House
Established companies have been partnering with up and coming or edgy brands, engineering bursts of excitement, exposure, and relevancy in the process. These case studies will examine the metrics behind the buzz, delving into the business case for taking a chance and opening up your brand to something different
Scott Steever, Head of eCommerce, ABC Carpet & Home
Pamela Fishman Cianci, Director of Business Development and Partnerships, Hudson's Bay Company
Michaella Solar-March, Global Director of Member Events & Programming, Soho House
A.CLIENT ACQUSITION CASE STUDY Why do we do these partnerships at the end of the day? Not just for product launches or exposure. A big part of partnerships is about expanding your audience reach in a very segmented, focused way.
•How big is client acquisition a part of that strategy and
•How do they bring forward someone of those client relationship management and development tactics?
•Have our partnerships met our goals for new customer acquisition? It’s never been about scale, its about quality. When we launch we know we’re trying to get in front of a very specific audience and get in front of an audience.
B.MONITORING ENGAGEMENT DURING A COLLABORATION CAMPAIGN
Scott SteeverHead of E-Commerce
ABC Carpet & Home
Pamela Fishman CianciDirector of Business Development and Partnerships
Hudson's Bay Company
Michaella Solar-MarchGlobal Director of Member Events & Programming
5:10 pm - 5:30 pm WRAP-UP ROUNDTABLES – Lessons Learned and Takeaways
Saying goodbye is hard, especially after two inspiration days at Luxury Interactive with old and new friends and colleagues. We’re hoping this wrap-up will give you the closure needed to package all of your takeaways with a neat little bow to take back to work on Monday morning.
These free flow discussions will be your chance to take a deep dive into the specific areas you came to discuss and what the future of the luxury looks like to you.
•Share your one “A-ha!” moment from the conference
•What are two things you heard this week that scare you?