#DigitalStyle - New York

Grand Hyatt, 109 East 42nd Street, New York, NY 10017 (Directions)

#DigitalStyle - New York

Setting the Trend for eCommerce Evolution

The team at Commerce Futures are constantly looking at what’s coming up next in Digital Commerce. We monitor the influx of innovative new ways in which consumer shopping habits change and adapt. The ‘digital age’ is continually driving the pace and volume of online transactions, with new technologies constantly being developed, produced and then swiftly superseded. This is due to the on-going evolution of customer behaviours and expectations that must be fulfilled - but if change is so regular, how do you know which technologies to invest in?

Rather than simply using the Internet shopping platforms, we’ve seen the rapid rise of new channels such as apps, social and IM bots, to sell your products and reach your target customer. We’re even bringing the digital experience back in store so that our technology-focused spenders don’t lose touch with our brand identities and the face-to-face experience.

Our half-day conference focussed on the future of eCommerce for Luxury, Fashion, Homewares and Beauty brands all facing the dilemma of where to next invest in technology, and how to strengthen their brand positioning.

We heard from DKNY, StriVectin, Deborah Lippmann and more about how they plan to use big data to improve their customer profiling in order to increase the effectiveness of their targeting, while also using technology to introduce new ways of shopping - both online and in store.

Ultimately these global brands aim to increase revenue by improving the customer experience, and they are going to tell us all about it...

Those in attendance were:

  • Brand, Digital, Mobile, eCommerce & Marketing Directors
  • SVP's of eCommerce, Digital, Technology, Brand & Customer Experience (CX)
  • VP's of Digital, Multichannel, eCommerce, Brand & Marketing
  • C-Level Executives
  • Founders, CEO's & Owners


Michael Crooks

Michael Crooks

Behavioural Marketing & Analytics Expert - High-end Fashion

Having conducted three years of experimental cognitive psychology research at the University of Pennsylvania prior to his transition into luxury fashion, Michael has spent the last few years utilizing his varied background in cognitive psychology, tech, behavioural database insights, and accessories design to fine-tune an evidence-based and client-centric approach to integrated marketing. He is responsible for the creation and analysis of key segment profiles and using them to drive innovative clienteling and marketing strategies beyond the scope of traditional luxury fashion industry best practices.

Michael currently oversees Customer Insights at Gucci. Prior to his current post, Michael held various roles including: - Digital Database Marketing at Gilt Groupe’s Jetsetter, Men’s Accessories Buying & Design at Sid Mashburn, and Email Marketing at Tommy Hilfiger.

Marianna Satanas

Marianna Satanas

Vice President of eCommerce - DKNY

Marianna Satanas joined DKNY in January 2016 as the VP of eCommerce - responsible for the eCommerce business, online customer experience as well as CRM. Her main focus for 2017 is to grow the online business and to enable omni-channel in all DKNY owned stores. 

Previously at Net-A-Porter Group for 9 years, Mariana started as a Web Producer developing and updating content. As the business grew, she worked on all three businesses (Net-A-Porter, The Outnet and Mr Porter) as Web Production Manager and Content Architect. In 2010, she transitioned to concentrate just on Mr Porter as Product Manager then eventually worked as the Head of eCommerce for 3 years.

Mark Lippmann

Mark Lippmann

Managing Partner & Co-Founder - Deborah Lippmann

Mark Lippmann is a Managing Partner and Co-Founder of the Deborah Lippmann luxury nail lacquer and nail treatment brand. Since the company’s inception in 1999 he has been involved in all areas of the brand’s strategic development and growth, including the launch of the deborahlippmann.com eCommerce platform.

Mark is responsible for creating the brand’s logo, product packaging, in-store displays and has overseen the brand’s digital development, marketing strategy, digital marketing initiatives, along with the subsequent introduction of a mobile platform in 2013.

Austin Malcomb

Austin Malcomb

Vice President of eCommerce & Marketing - StriVectin

Austin is currently VP of eCommerce and Digital Marketing for StriVectin. Her background is an eclectic mix of cross-channel marketing, technology, eCommerce strategy, operations and customer experience (CX).

Prior to StriVectin, she led end-to-end eCommerce and digital strategy for luxury brands such as La Prairie, Ippolita, and Kiki de Montparnasse. She has extensive experience expanding digital presence, website development, customer experience, and growing revenue. Before her retail experience she began her career in publishing – overseeing customer acquisition and retention for numerous consumer and business publications. She also led cross-channel marketing, CRM, website and eCommerce development for IIL, a global project management training company.

Tony Drockton

Tony Drockton

CEO & Executive Creative Director - Hammitt

Tony is the driving force and creative genius behind Hammitt - a true American luxury brand based in Los Angeles. A lifelong Entrepreneur, beginning with an MBA from Bowling Green in his home state of Ohio, Tony established his pattern of success early, through his start-ups in the construction and finance industries, before moving on to high fashion. His primary goal at Hammitt is to create a successful American brand built on the European model where design and craftsmanship lead with products made to order and crafted for a lifetime. 

Tony is respected for his business success and remembered for his endless optimism, inspiring positivity and ever-present smile.

Charles Scalesse

Charles Scalesse

Director of Mobile Engineering - Zola

Charles Scalesse is Director of Mobile Engineering at Zola, an eCommerce startup that is reinventing the wedding registry. He broke ground on Zola's mobile products shortly after the company's launch in October 2013 and currently oversees product design and development for iPhone, iPad, and Apple Watch applications.

Prior to Zola, Charles was Mobile Engineering Lead at Gilt Groupe's Jetsetter, where he developed innovative travel applications until the company's acquisition by TripAdvisor in 2013. He also has previous experience as a Mobile Analyst for Hachette Book Group and as a retail consultant for Microsoft.

Kristen St. Peter

Kristen St. Peter

Director of eCommerce - Avenue Stores

Kristen St. Peter is Director of eCommerce at Avenue Stores. In her current role, Kristen oversees the eCommerce business, as well as email and other digital marketing efforts for the company. She is responsible for delivering a customer friendly experience at all digital touchpoints. At the moment, she and her team are concentrating their efforts on increasing mobile conversions and developing complex personalization strategies.

Kristen joined the Avenue team in 2000 and worked for Cloudwalkers.com before transitioning to Avenue.com shortly after its launch in 2002.




Corra is a New York, Los Angeles and London based digital commerce agency creating unified commerce experiences for fashion, lifestyle and beauty brands & retailers. Corra has helped and consulted with many leading brands &  retailers including Nicole Miller, StriVectin, Huawei, Avenue, Alcatel, Eileen Fisher, Milly, Scoop NYC, Baublebar and more.

Corra’s eCommerce strategy, design and technology professionals are trusted by retailers of all sizes to implement and support the Magento Enterprise and Hybris platforms.

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Trusted by more than 250,000 businesses worldwide, Magento Commerce is the leading provider of open Omnichannel innovation to retailers, brands and branded manufacturers across retail B2C and B2B industries. In addition to its flagship open source digital commerce platform, Magento Commerce boasts a strong portfolio of cloud-based Omnichannel solutions empowering merchants to successfully integrate digital and physical shopping experiences. With over $50B in gross merchandise volume transacted on the platform annually, Magento Commerce is the #1 provider to top retailers and business around the globe according to the Internet Retailer Top Guides for 2016. Magento Commerce is supported by a vast global network of solutions and technology partners, an expansive global developer community, and the largest extension marketplace in Magento Marketplace.

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Bronto Software, a NetSuite (NYSE: N) company, provides a cloud-based commerce marketing automation platform to mid-market and enterprise organizations worldwide. Bronto is the number one ranked email marketing provider to the Internet Retailer Top 1000, with a client roster of leading brands, including Vince Camuto, Lucky Brand, Theory, Björn Borg, Ashley Homestore and Christopher & Banks. The Bronto Marketing Platform is deeply integrated with commerce platforms, such as NetSuite, Magento, Demandware and Kibo. The company is headquartered in Durham, NC, with additional offices in London, Sydney, Toronto, New York and Los Angeles.

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Q: Is there a fee for attending the Commerce Futures event?

A: Attending the event is free of charge. However, because we take great care in how we curate the audience, the event is invitation only and you must register in advance to attend. If you have not received an invitation but would like to attend, please register via the website and your place will be confirmed subject to approval.

Q: Can I bring a colleague?

A: Additional places will be subject to availability. Please ask your colleague to register via the website.

Q: Who else will be there?

A: Senior professionals in eCommerce, entrepreneurial brand owners, marketing leaders including directors of marketplaces, international, digital, brand, strategy and online.

Q: What is the address of the venue?

A: Grand Hyatt, 109 East 42nd Street, New York, NY 10017

Q: Is there a dress code for this event?

A: There is no formal dress code. Please come dressed in comfortable attire e.g. business casual. 

Q: Who is Commerce Futures?

A: Commerce Futures is an independent online community for retail leaders and Commerce professionals. We provide a round up of the latest news and information relating to the key challenges in Commerce today, as well as insights into future trends and technologies that are shaping the online retail landscape. And because we believe it's important to learn from our peers, the regular Commerce Futures event series brings in expert speakers from leading brands to share case studies and industry know-how. 

Since 2012, thousands of professionals have attended our events and engaged with our content. We survey them regularly to understand what problems they are wrestling with now and tailor content to help them solve those concerns.