Content & Commerce

09:00 - 11:30
USA
27.10.2020
Virtual Conference

New York

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Content & Commerce

New York

Virtual Conference

October 27, 2020

Summary

Virtual Conference

Our annual Content & Commerce conference has gone from strength to strength, and although COVID-19  put some barriers in the way for us we couldn’t let that stop our fun, so we decided to hold the event virtually!

The topic continues to be relevant as ever, understanding quality of content ­– the cadence of it in every channel – and how it will deliver the outcomes you’re aiming for.

Personalization has brought new interactions with consumers, ensuring their needs – but most importantly their feelings – are met when creating a marketing plan to create a strong bond of loyalty.

Social is the current shop window: consumers consume content from these channels so regularly to find ideas and inspiration, they not only expect product imagery but engaging opinion to react against – encouraging the ‘instagrammable’ world we live in.

Every company is generating content that’s now more focused on the increasing understanding of their customers – rather than just filling a “gap” in their library, which shows great progress, but there’s still a long way to go!

The drive continues to be creating “content ROI”, to utilize all channels and increase brand loyalty whilst sustaining profitable demand.

At this year’s conference our speakers consisted of a diverse mix of FMCG/fashion brands and retailers, who shared their content journeys, the trends they have witnessed and their opinions on the industry over the past year.

PastriesDelegates networkingAudience at a Commerce Futures conference.
  • Journey of User-generated content (UGC) – the ‘Instagrammable approach’
  • Personalisation at the heart of brand loyalty
  • Memorable content vs traditional content
  • Bridging the gaps within content – no competition
  • Delivering an ROI within content
  • The Content vs Commerce debate
  • Personalising each channel and its role within the buying cycle
  • Taking a traditional brand on the digital journey

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Alina & Inessa Vike

Alina & Inessa Vike

Co-Founders

VIKE Beauty

Originally from Belarus, now 24, the Vike twins are based in New York where they live and work. While pursuing a career in finance, their passion for beauty never faded. With a strong interest in makeup and beauty, they started a joint Instagram page about two years ago. They started to post makeup and hair video tutorials to inform others on their favorite tips. On June 26, 2018, they finally decided to pursue their dreams and registered VIKE as an LLC. They opened up a joint bank account and put all their life savings into it. They now travel the globe to find the best ingredients, meet influential people, and aspire to grow VIKE Beauty into a worldwide empire.

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 Steven Postlethwaite

Steven Postlethwaite

Director, Product Design & UX

Tiffany & Co

As Director, Product Design & UX for Tiffany & Co., Steven is tasked with driving the design vision and strategy of digital products, customer experiences and key online marketing/content. Years of experience in a variety of areas of luxury and fashion retail (in stores and online) uniquely position him to understand this particularly demanding customer group, giving him a strong foundation when partnering with business area leaders and key stakeholders to deliver data driven, persona tailored, creative ideas that meet business goals and solve real user problems.

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Brian Best

Brian Best

Head of eCommerce

Gaia Herbs

Brian is a rare breed of eCommerce, business development, and IT professional with a dash of entrepreneurship thrown in.

His approach to strategic problem-solving across the eCommerce landscape allows him to draw on all of his experiences to be equally comfortable generating

"Big Ideas" and converting them into compelling campaigns across an omnichannel landscape.

Before heading up Gaia Herb's eCom + Digital business, Brian was Head of G-Star's North American eCom business, in addition to working in IT for PVH Corp.

across the Tommy Hilfiger and Calvin Klein businesses, Coach (Now Tapestry) and startups ECI New York and Tommie Copper.

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Chris Sheard

Chris Sheard

Head of eCommerce

CurrentBody

Chris works for the largest global retailer of home-use beauty devices - CurrentBody - leading a team of acquisition specialists, country managers and analysts across seven international sites.

Prior to working in beauty, Chris specialised in paid acquisition channels at media agency Carat Media, The Home Retail Group with Habitat and Time Inc and Graham & Brown.

CurrentBody has just been through its second round of funding’ after an exceptional two years of growth, Chris’s team is tasked with pushing its global reach- in terms of localised sites and digital marketing growth

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Leaf wall textureSmiling woman networking at a Commerce Futures eventSmiling woman networking at a Commerce Futures eventPastries in front of delegates
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Alina & Inessa Vike
Steven Postlethwaite
Brian Best
Chris Sheard
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
08:30
Registration & Networking Breakfast
09:15
Welcome from Commerce Futures
09:25
Ryan Clark, STATSports & Jim Hingston, The Gym Group
Keynote
10:10
Hollie Weatherstone, Muc-Off
Keynote
10:35
Break
10:55
Multi-brand panel – Decathlon, Ellis Brigham, Helen of Troy
Keynote (Main Stage)
Speed dating for delegates
(Breakout Room)
11:50
George Huxford, Apidura
Keynote
12:15
Break
13:15
Rich Philip, Contested
Keynote
13:40
Marc Guisti, Veloforte
Keynote (Main Stage)
David Hanney, Alpkit
(Breakout Room)
14:35
Networking
15:00
Closing Remarks from Commerce Futures
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes
18:30
Arrival & Welcome Drinks
19:15
Guests Sit
19:20
Welcome
Commerce Futures
19:30
Opening Speech
Guest Speaker
20:00
Starters
Topic One - Discussion at individual tables
20:20
Topic One discussed as a collective
20:40
Mains
Topic Two - Discussion at individual tables
21:10
Topic Two discussed as a collective
21:30
Desserts & Networking
23:00
Event Closes

AGENDA

09:00 Welcome from Commerce Futures

09:15 Keynote One -
Alina & Inessa Vike, Co-Founders - VIKE Beauty

09:45 Keynote Two -
Brian Best, Head of eCommerce, Gaia Herbs

10:15 Refreshment Break

10:25 Fireside Chat -
Steven Postlethwaite, Director of Product Design & UX - Tiffany & Co

11:00 Keynote Three -
Chris Sheard, Head of eCommerce, CurrentBody

11:30 Final Comments from Commerce Futures

09:00
Registration & Networking Breakfast
09:30
Welcome & Partner Introductions
09:40
Panel Discussion with Q&A
Alina & Inessa Vike
Steven Postlethwaite
Brian Best
Chris Sheard
10:20
Networking Break
10:40
Workshop at tables
11:00
Group Discussion - Moderated
11:20
Final Comments & Networking
11:30
Event Closes
Alina & Inessa Vike

Alina & Inessa Vike

Co-Founders

VIKE Beauty

Originally from Belarus, now 24, the Vike twins are based in New York where they live and work. While pursuing a career in finance, their passion for beauty never faded. With a strong interest in makeup and beauty, they started a joint Instagram page about two years ago. They started to post makeup and hair video tutorials to inform others on their favorite tips. On June 26, 2018, they finally decided to pursue their dreams and registered VIKE as an LLC. They opened up a joint bank account and put all their life savings into it. They now travel the globe to find the best ingredients, meet influential people, and aspire to grow VIKE Beauty into a worldwide empire.

LEARN MORE →Close icon
 Steven Postlethwaite

Steven Postlethwaite

Director, Product Design & UX

Tiffany & Co

As Director, Product Design & UX for Tiffany & Co., Steven is tasked with driving the design vision and strategy of digital products, customer experiences and key online marketing/content. Years of experience in a variety of areas of luxury and fashion retail (in stores and online) uniquely position him to understand this particularly demanding customer group, giving him a strong foundation when partnering with business area leaders and key stakeholders to deliver data driven, persona tailored, creative ideas that meet business goals and solve real user problems.

LEARN MORE →Close icon
Brian Best

Brian Best

Head of eCommerce

Gaia Herbs

Brian is a rare breed of eCommerce, business development, and IT professional with a dash of entrepreneurship thrown in.

His approach to strategic problem-solving across the eCommerce landscape allows him to draw on all of his experiences to be equally comfortable generating

"Big Ideas" and converting them into compelling campaigns across an omnichannel landscape.

Before heading up Gaia Herb's eCom + Digital business, Brian was Head of G-Star's North American eCom business, in addition to working in IT for PVH Corp.

across the Tommy Hilfiger and Calvin Klein businesses, Coach (Now Tapestry) and startups ECI New York and Tommie Copper.

LEARN MORE →Close icon
Chris Sheard

Chris Sheard

Head of eCommerce

CurrentBody

Chris works for the largest global retailer of home-use beauty devices - CurrentBody - leading a team of acquisition specialists, country managers and analysts across seven international sites.

Prior to working in beauty, Chris specialised in paid acquisition channels at media agency Carat Media, The Home Retail Group with Habitat and Time Inc and Graham & Brown.

CurrentBody has just been through its second round of funding’ after an exceptional two years of growth, Chris’s team is tasked with pushing its global reach- in terms of localised sites and digital marketing growth

LEARN MORE →Close icon

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