CommerceNext Blog

Shoedazzle

The fashion industry is known for taking risk on the runway. TechStyle—the fashion group with brands like ShoeDazzle, Fabletics and JustFab—takes risk on and off the runway, driving innovation through a unique test-and-learn culture tailored around consumer behavior. TechStyle's performance marketing efforts center around brand values. For many companies, these two concepts are mutually exclusive, but Laura Joukovski, Chief Media Officer at TechStyle, told our co-founder, Veronika Sonsev, exactly how they are not like others companies.

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NRF Big Show is aptly named—it's a BIG show. Easy to get lost amongst the myriad of shiny new technology solutions and buzzwords of the day, our CommerceNext co-founder, Veronika Sonsev, tracked down four attendees representing leading direct to consumer retailers (Foot Locker, Party City, Teuful Audio and Jet.com) to find out how they stay focused in the face of all the noise, all while having to compete with the master of ecommerce innovation Amazon.

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Times Square at night

. According to HubSpot, 87% of people say there are more ads today than two years ago. To learn how leading brands are breaking through the noise, we sat down with Naomi Jacobs of Qurate Retail Group, Bree Casart of West Elm, Mark Chou of Away and Tomer Tagrin of Yatpo at last year’s CommerceNext conference to learn more about their tricks of the trade.

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The Role of Amazon in a World of Direct-to-Consumer Brands

Amazon’s ever-increasing presence, some larger brands find themselves facing an even bigger problem: third-party sellers and wholesalers selling their products either steeply discounted, or even worse, as knock-offs. Our CommerceNext panel, moderated by Ruthie Ackerman, Deputy Editor, Women@Forbes, shared differing opinions on whether to have an Amazon partnership and how to approach it.

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Glossier flagship store, courtesy of Glossier

There's no easy, step-by-step manual for starting a direct-to-consumer brand in this ecommerce age of Amazon. But Glossier seems to have faced little trouble figuring out how to sprint to the top of the beauty market and amass a customer following only household name brands traditionally experience. Co-creating every product with its customers, Glossier shaped its strategy, brand and social community right along side its target audience.

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According to Dimension Data, “84% of organizations working to improve [customer experience] have experienced an increase in revenue.” So an investment in customer experience has real payoff when it comes to the bottom line. This article summarizes the insights we learned from the panel and lays out what consumer behaviors shape retail and what that all means for 2019.

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Save the Date: CommerceNext 2019

New York, NY, October 18, 2018 — CommerceNext, the conference for next level customer acquisition, is scheduled for July 31 and August 1, 2019, in New York. The 2019 conference moves to the Grand Hyatt and is expanding to two full days. CommerceNext is an annual ecommerce conference that brings together the best minds in retail,  and ecommerce digital marketing, and customer acquisition. It’s initial summit in July 2018 in NYC brought together more than 400 attendees and 60 speakers such as Carrie Ask, EVP and President, Global Retail, Levi’s; Vijay Talwar, President, Digital, Foot Locker; and Aaron Sanandres, Co-founder and CEO, UNTUCKit.

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What does it take for Gap Inc. to personalize marketing for prospective customers? Noam Paransky, SVP, Digital at Gap Inc. explained to CommerceNext founder, Veronika Sonsev, how they have gone about building their sophisticated marketing tech stack that enables the retail giant to personalize its marketing tactics in ways that make customers feel they are interacting with a smaller, boutique brand.

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