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Captivating the Consumer – a key focus for Internet Retailing 2010

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Visitors to this year’s Internet Retailing 2010 conference have the choice of three main tracks to focus on this year.

Track one is about all about Captivating the Consumer, and it’s this area we’ll focus on today. In future newsletters we’ll be taking a more in depth look at the other tracks, Reaping What You Sow, which look at the e-commerce investments that deliver significant returns, and Making Cross Channel Work, which focuses on the small improvements that can have a powerful linking effect on your overall process.

Track one, Captivating the Consumer, puts the focus very much on customers, and asks whether retailers should put the idea of different channels to one side as they instead focus on the promises they give the customer – and on how they deliver on them.

After all, as research repeatedly reveals, getting the customer experience right is key to satisfying customers and seeing them come back again. And fundamentally, that means treating the customer consistently and well, wherever they interact with your retail business.

This track is chaired by Dr Mike Baxter, managing director at Sales Logiq. Speakers include Sarah Curran, founder of, who will be looking at just how brands engage customers. Is it the features, such as click-to-buy from video, and editorial, or simply the brand that attracts customers?

Then Kevin Ertell, VP of retail strategy for ForSee Results, will share some of his experiences from 10 years in e-commerce, including how to get a customer’s-eye view of your website and the key links that are often left out of the customer engagement cycle.

Later on, speakers including Andrew Ground, of LOVEFILM, and Royal Mail’s Mike Brown will take a look at how they build their businesses around customers.

The track will conclude with a panel discussion on the changing face of retail, putting the balance between the customer and the retailer in the spotlight. Panellists will include speakers who have taken part in the day.

Internet Retailing 2010 is for business people in retail. Last year it attracted top-level executives from pure play, multi-channel and bricks and mortar retailers, along with suppliers and analysts.

For more details or to reserve a place click here

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