{"id":117447,"date":"2018-03-06T20:59:00","date_gmt":"2018-03-07T01:59:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/top-insights-etail-west\/"},"modified":"2024-12-31T05:59:25","modified_gmt":"2024-12-31T10:59:25","slug":"top-insights-etail-west","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/top-insights-etail-west\/","title":{"rendered":"Top Insights from eTail West"},"content":{"rendered":"<p>Once again, the DAC team headed to sunny Palm Springs, California for one of our favorite retail conferences\u2014eTail West.\u00a0Some of the top brands in retail for North America, including 2000+ disruptors, game changers and innovators gathered to plan strategies in 2018 and beyond. As e-commerce and omni-channel experiences continue to take priority in the strategies of the savviest marketers, here are our top take-aways from this year\u2019s conference.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15833 size-full\" src=\"\/wpe-content\/uploads\/2018\/03\/etail860X430.jpg\" alt=\"\" width=\"573\" height=\"430\" \/><\/p>\n<h2>1. Focusing on the \u2018Customer of the Future\u2019<\/h2>\n<p>Customers are more connected to brands than ever. Building <a href=\"\/services\/strategic-insights\/\">customer-centric strategies<\/a> is key\u2014ensuring seamless, memorable experiences on mobile, online and in-store.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15834 size-full\" src=\"\/wpe-content\/uploads\/2018\/03\/IMG_0932860X430.jpg\" alt=\"\" width=\"573\" height=\"430\" \/><\/p>\n<p>According to Catherine Mouttet, Digital Creative Director at David\u2019s Bridal, \u201cno one wants instant gratification all of the time. Fulfilling value is important based on customer individuality. When you set the expectation for customers, it takes the pressure off because you\u2019ve communicated your offering.\u201d<\/p>\n<h2>2. The Importance of voice-centric content<\/h2>\n<p>With devices like Alexa and Google Home becoming more and more common (not to mention voice search on the road), optimizing content and <a href=\"\/services\/local-presence-management\/\">listing information<\/a> for voice search is key to being found by your customers when they\u2019re ready to shop.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a1520d21c303'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a1520d21c303');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Getting personal<\/h2>\n<p>Smart marketers are leveraging the huge amount of data and persona research available to create <a href=\"\/services\/content-strategy\/\">personalized content<\/a> that provides customers with the information, offers, and deals they want, when they want them. Doubling down on personalization is key to increasing customer acquisition.<\/p>\n<p>\u201cA key to omnichannel is to segment consumers as they move between lifestyle cycles and personas,\u201d says Shelagh Stoneham, Senior VP Marketing of Chicos.<\/p>\n<h2>4. Testing, testing<\/h2>\n<p>There\u2019s no shortage of creative ideas and data when it comes to eCommerce and omni-channel marketing\u2014but testing and leveraging data to ensure campaigns are working optimally is where marketers stand to acquire the most qualified customers, reduce the overall cost-per-acquisition, and provide the very best experience for customers.<\/p>\n<p>\u201cData is the oil, content is the oxygen,\u201d says Imran Ansani, Principal Manager at Innovation, stressing the importance of a solid data strategy. \u201cIf your data is different in different places, it\u2019s wrong everywhere.\u201d<\/p>\n<p><em>Kimberley Carrera is the Director, Business Development for DAC North America. Follow her on <a href=\"https:\/\/twitter.com\/KCarrera_\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> and <a href=\"https:\/\/www.linkedin.com\/in\/kimberleycarrera\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>.<\/em><\/p>\n<p>For more insights on how brands can thrive in today\u2019s omni-channel retail environment, download our <a href=\"\/discover\/white-papers\/customer-first-retail\/\" target=\"_blank\" rel=\"noopener\">white paper<\/a>. To find out more about what we can do for your business, <a href=\"\/get-in-touch\/\">contact DAC<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once again, the DAC team headed to sunny Palm Springs, California for one of our favorite retail conferences\u2014eTail West.\u00a0Some of the top brands in retail for North America, including 2000+ disruptors, game changers and innovators gathered to plan strategies in 2018 and beyond. As e-commerce and omni-channel experiences continue to take priority in the strategies [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":110167,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2903],"tags":[2822],"class_list":["post-117447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-conference-7"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top Insights from eTail West | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/top-insights-etail-west\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top Insights from eTail West | DAC\" \/>\n<meta property=\"og:description\" content=\"Once again, the DAC team headed to sunny Palm Springs, California for one of our favorite retail conferences\u2014eTail West.\u00a0Some of the top brands in retail for North America, including 2000+ disruptors, game changers and innovators gathered to plan strategies in 2018 and beyond. 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