Content & Commerce
New York
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.
- 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
Alina & Inessa Vike
Co-Founders
VIKE BeautyRead Full Bio →
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.
Steven Postlethwaite
Director, Product Design & UX
Tiffany & CoRead Full Bio →
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.
Brian Best
Head of eCommerce
Gaia HerbsRead Full Bio →
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.
Chris Sheard
Head of eCommerce
CurrentBodyRead Full Bio →
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
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
Alina & Inessa Vike
Co-Founders
VIKE BeautyRead Full Bio →
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.
Steven Postlethwaite
Director, Product Design & UX
Tiffany & CoRead Full Bio →
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.
Brian Best
Head of eCommerce
Gaia HerbsRead Full Bio →
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.
Chris Sheard
Head of eCommerce
CurrentBodyRead Full Bio →
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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