Corra’s Curated IRCE Agenda
| By: Morgan Hipps
Hi retail enthusiasts, it’s that time again. Time for a meeting of the (commerce) minds, 130 sessions of pure omnichannel gold, straight from the mouths of thought leaders from IBM, Airbnb, Carhartt, Pinterest, Ulta, Walmart (to name-drop a few). So pack your windy-city attire, crack open your caffeinated beverage of choice, and prepare to soak up all the insights and inspiration your digitally native mind desires.
Of course, we’d love for you to stop by the Corra booth (#670) at the Exhibit Hall– we’ll tempt you with delicious Sugarfina champagne gummy bears, the artisanal candy of choice for grown ups; but we’re really here to tell you what sessions you’ll find the Corra team attending at IRCE. Sessions that will keep you on top of ecommerce trends including: new tactics for email mastery, advice on spinning returns into positive experiences, demystifying the countless SaaS options out there to build your ideal marketing stack. It’s all here in the paragraphs below. We hope to see you in Chicago! And don’t hesitate to reach out in advance to lock in a time to chat with a Corra team member; we’d love to hear from you.
Putting one-to-one Personalization to Work
‘By the end of the year, companies that have fully invested in online personalization will outsell those that haven’t by 30%.’
Personalization is an area Corra strives to be at the forefront of, with careful measuring, testing, and experimentation, we craft actionable steps to define accurate consumer profiles and target performing metrics. Most recently, we’ve developed an in-depth optimization strategy for Hedley and Bennett, Los Angeles-based maker of custom aprons and culinary work wear, which you can check out here.
This particular session is hosted by Anna Cole, Director of Global D2C Digital Platforms at Carhartt. If you’re familiar with Carhartt’s business model you’ll know the brand sells workwear, but also streetwear known as Carhartt Work in Progress (or WIP), which is the trendier fashion-forward cousin to the traditional Carhartt offerings. We’re interested to learn how they utilize personalization to cater to both very distinct audiences. They’ve built an “omni-personal” system and supporting technology that resulted in a 23.5% campaign lift. Join us for the session on the 27th of June at 3:45pm in room S103A-D.
Spinning Returns into Positive Experiences
Most of us think of optimal CX as the basis of any successful e-retailer’s strategy, but we may not consider returns as an instrumental touchpoint to differentiate ourselves from competitors and cultivate loyalty. Helen Nightingale, Director of Ecommerce at Draper James (Reese Witherspoon’s clothing brand ‘steeped in southern charm’) juxtaposes the latest industry data pointing to more retailers offering “free returns” and the upfront cost of doing so, with the long-term value of retaining a customer. We’re looking forward to this session! Join Corra in room S105A-D at 3:45 pm on the 27th of June.
New Tactics for Email Mastery
As CMO, Judy Ransford has led Hickory Farms marketing strategy as a 68-year-old startup. The American food gifting retailer has seen significant growth from reinventing its email marketing program to leverage “send time” optimization, automation, and personalized content, while phasing out tactics that are no longer effective on today’s consumer. Curious to learn how industry experts generate 10% of their web traffic via email? Tune in on the 26th of June at 1:15 pm in room S100BC for all the details.
Demystifying the Array of Marketing Solutions on the Market to Build Your Marketing Stack
Marta Dalton, Global Director of Ecommerce at Unilever, got her ecommerce start in Tokyo, Japan back in 2004 and has developed a love for an eclectic mix of technology, marketing and operations ever since. She was previously Director of Ecommerce at Coca-Cola, and has bounced between the marketing and technology “sides” of ecommerce at various companies from startups to Fortune 500s. At IRCE, Marta will be leading a discussion on mastering and maximizing your marketing stack. ‘Attendees will come away with methods to thoroughly evaluate the vast array of new solutions, and how to organize the stack to squeeze out a return on investment.’ Join us for this session on the 25th of June at 10:00 am in room S100BC.
These are the sessions we can’t wait to see and hope you will join us. Check out the full schedule to see what else you can catch at IRCE. Corra looks forward to meeting you in the Exhibit Hall and providing valuable intel to help you stay ahead of the competition. Look out for our booth, we’ll be the ones looking suave and tempting you with Sugarfina champagne gummy bears to satisfy your sweet tooth (and strategic business goals). We hope to see you there!
Corra is the global digital agency that fashion, beauty, and lifestyle brands trust to create luxury commerce experiences. With headquarters in the key markets of New York, Los Angeles, and London, Corra provides innovative solutions at the intersection of technology, creativity, and strategy.