Keeping up with the Millennials - NYC

The Benjamin Hotel, 125 E 50th St, New York, NY 10022, USA (Directions)

Keeping up with the Millennials - NYC

Mobile. Social. Shoppable.

Millennials are a big deal. Not only are they the largest generation since the ‘Baby Boomers’, but they’re also about to enter their prime purchasing years.

Born between 1980 and 2000, Millennials make up a quarter of the world’s population – some 1.7 billion people. These smartphone-wielding young people offer retailers rich opportunities for mobile commerce. They spend most of the day on their phones and are the largest group driving smartphone transactions. And they are rapidly turning into the most important consumer group in the world.

Our afternoon conference looked at how they (The Millennials) are now going mobile to make their purchases, and are changing the world of eCommerce. We debunked a few Millennial Myths and as always, heard 'war stories' from speakers who are on the front line of eCommerce.

Online retailers can’t afford to ignore the empowered, demanding Millennial generation’s needs when it comes to eCommerce. It’s time for businesses to re-evaluate the old methods used on Gen X and Baby Boomers, and embrace the shift to mobile.

Don’t let this group slip through your fingers, hone in on the digital world and all the advantages it has to offer. Take the leap to accommodate those who fuel the online retail world, today.

Our event took in and explored the following:

  • Smartphone Savvy – your site may be mobile responsive, but how does it look and operate?
  • Seamless Checkout – a secure payment option is necessary for Millennials on mobile
  • Personalized Shopping Experiences – creating a whole new level of customer engagement
  • The Price – a good price goes a long way, this is the number one factor for Millennials making a purchase
  • Loyalty programs – there may be myths around brand loyalty, but… Millennials love a discount code
  • Social Media – Millennials spend nearly 18 hours a day consuming media, imagine the marketing outreach!
  • Influencer Marketing – Millennials are placing more and more trust into social media influencers & bloggers
  • Social Goodness – showcasing social responsibility is not only a chance for your business to make the world a better place, but to also create a new way for Millennials to enact social change (which they love!)
  • Feedback & Surveys – listening to your customers is more important than ever, visible feedback is a huge influencer on a purchase

Those in attendance at this event were:

  • SVP's of Digital, eCommerce, Marketing & Customer Experience (CX)
  • Chief Digital Officers
  • Strategy, Research, Insight & Innovation leaders
  • VP's of Brand, Mobile, Digital & Social
  • Senior Customer Experience (CX) & User Experience (UX) leaders
  • CEO’s, Founders & Owners


Ye Jin

Ye Jin

Director, Global Customer Strategy, Rebecca Minkoff

Ye Jin heads up Global Customer Strategy at Rebecca Minkoff, a contemporary fashion & accessories brand. Before joining direct-to-consumer businesses on the marketing side, she worked for Google EMEA where she crafted, executed, and optimized digital marketing campaigns for Google's largest advertisers. Her second stint at Google as an Industry Analyst included diving into Google's search database ("Big Data" before it was universally accepted as "The Thing"). In between, she graduated from Kellogg School of Management's MBA program, and worked at an early-seed VC firm.

Having previously spoken at various conventions, conferences, and on panels, Ye adds the perspective of a digital-native professional with client-side experience. She translates digital trends and omnichannel requirements to traditional business leaders by walking them through the customer journey and delivering actionable business insights, along with providing straightforward advice.

Ye's LinkedIn profile
Rebecca Minkoff Website

Trevor Brooks

Trevor Brooks

eCommerce & Digital Project Manager, Aéropostale

Trevor has spent the last three years working within eCommerce for Aéropostale, a young Millennial clothing brand that provides customers with a focused selection of high quality fashion basics in an innovative and exciting store environment in the United States, Puerto Rico and online.

Based out of NYC, Trevor has had previous experience working in retail with brands such as Abercrombie & Fitch and Michael Kors before finding his interest for eCommerce as co-founder of Alenford Apparel - an eCommerce platform that sells Italian menswear fashion.

These days Trevor covers a wide range of responsibilities at Aéropostale including; managing the personalization and optimization programs, executing partner marketing schemes, updating the main Aéropostale site, as well as the and sites, plus leading a team of UX and creative developers… it’s safe to say he’s a busy guy, especially with the launch of the new Aéropostale website (that he happens to be project managing) fast approaching.

Trevor's LinkedIn profile
Aéropostale Website

Michael Crooks

Michael Crooks

Senior Director, Global Relational Marketing, DVF (Diane von Furstenberg)

Having conducted three years of experimental research at the University of Pennsylvania prior to his transition into luxury fashion, Michael has since been utilizing his varied background in cognitive psychology, tech, behavioural database insights, editorial, and fashion 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 is currently Senior Director of Global Relational Marketing at Diane von Furstenberg. Prior to his current post, Michael held various roles including: Customer Insights & Marketing Campaigns at Gucci, Database Marketing at Gilt Groupe’s Jetsetter, Email Marketing at Tommy Hilfiger, and Men’s Accessories Buying & Design at Sid Mashburn.

Michael's LinkedIn profile
Diane von Furstenberg Website




Lyons Consulting Group (LYONSCG) is a leading global commerce service provider, with capabilities that include consulting, digital agency, systems integration, technology services, and managed services. LYONSCG combines proven methodologies, deep technical expertise, and award-winning design to create digital commerce experiences that engage and convert consumers and buyers. Hundreds of leading B2C and B2B brands trust LYONSCG to realize their commerce vision and continually optimize it to drive growth. LYONSCG is a strategic partner of Salesforce Commerce Cloud, SAP Hybris, and Magento; and is the recipient of Salesforce Commerce Cloud Global Sales Partner and Delivery Partner of the Year awards, and Magento Partner Excellence and Magento Innovator of the Year awards.

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CyberSource is a payment management company and provides a complete portfolio of services that simplify and automate payment operations. Customers use our CyberSource and Authorize.Net brand solutions to process online payments, streamline fraud management, and simplify payment security. Born during dawn of the eCommerce in 1994, CyberSource was one of the pioneers in online payment and fraud management services for medium and large-sized merchants. In 2007, we acquired the leading U.S. small business payment services provider, Authorize.Net, thus expanding our market footprint to cover businesses ranging from the smallest sole proprietorships to the largest global brands. In 2010 CyberSource was acquired by, and operates as a wholly-owned subsidiary of Visa Inc. Today, over 400,000 businesses worldwide use CyberSource solutions. The company is headquartered in Foster City, California, with offices throughout Asia, Europe, Latin America, the Middle East and Africa, and the United States.

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Salesforce Commerce Cloud

The Salesforce Commerce Cloud empowers retailers to unify customer experiences across all points of commerce, including web, social, mobile, and in-store. From shopping to fulfillment to customer service, the Commerce Cloud delivers 1-to-1 shopping experiences that consistently delight customers, driving increased engagement, loyalty, and conversion. With embedded predictive intelligence and a robust partner ecosystem, the Commerce Cloud delivers customer satisfaction and growth from planning to launch and beyond.

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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 SVP's and VP's of mobile, innovation, digital, brand, strategy and online.

Q: What is the address of the venue?

A: The Benjamin Hotel, 125 E 50th St, New York, NY 10022, USA

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.