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Mcommerce Summit 2013 New York May 2: Walmart, Walgreens, Bank of America, Lancôme, Design Within Reach, Priceline, Forrester


Please click here to register for the Mcommerce Summit: State of Mobile Commerce 2013 in New York on Thursday, May 2, 2013.

Registration is open for the third annual Mcommerce Summit: State of Mobile Commerce 2013 conference Thursday, May 2 featuring speakers from Walmart, Walgreens, Bank of America, Lancôme, Design Within Reach, Priceline and Forrester Research. This daylong New York event is a must-attend for retailers, brands, marketers, ad agencies, publishers and market researchers looking to devise and implement smart mobile commerce strategy and tactics tying in with other channels.

At this exclusive summit organized by this publication at the Time & Life Building in Midtown Manhattan across from Radio City Hall, attendees will get to listen and meet with key executives moving the needle for mobile commerce. The conference, whose agenda is below, will be limited to only 200 delegates.

“Mobile commerce’s time has come,” said Mickey Alam Khan, editor in chief of Mobile Commerce Daily and Mobile Marketer, New York. “Retailers, financial institutions and merchants have realized that to not have a multichannel mobile presence in a larger omnichannel experience is ignore the customer’s wishes.

“If eBay can claim to close $40 billion in mobile commerce sales from its eBay and PayPal operations this year, that should give pause to other retailers who are waiting for their peers to test the waters and then dive in,” he said. “Dive in late and that’s the last swimmer to reach the other end of the pool – that’s the new mobile reality.”

Pooling resources
The Mcommerce Summit is designed to help retailers and marketers gauge the progress of their peers and competitors in mobile, helping shape strategy, tactics and execution in the multichannel context.

This year’s agenda will cover how mobile is shaping Walmart’s retail strategy, what Lancôme’s customers expect of their mobile experience, Forrester Research’s take on mobile commerce and how Bank of America is building personal connections via mobile.

Also included in the program are Design Within Reach’s mobile tips for small to midsize businesses and retailers and how Walgreens is boosting customer engagement with mobile.

The event is priced at $595 for the day, which includes breakfast, lunch and cocktails.

For sponsorship, please contact Jodie Solomon at [email protected]

The Mcommerce Summit is part of this publication’s exclusive summit series, which includes Mobile FirstLook and the Mobile Marketing Summit. The events are held in New York.

This year’s agenda can also be accessed on

Please click here to register for the Mcommerce Summit: State of Mobile Commerce 2013 in New York on Thursday, May 2, 2013.

The agenda is below.


Mcommerce Summit: State of Mobile Commerce 2013
Thursday, May 2, 2013

A Napean presentation

Time & Life Building
1271 Avenue of the Americas (between 50th and 51st Streets)
8th Floor Gallery
New York, NY 10020

8 a.m. – 8:45 a.m.
Registration and Breakfast

8:45 a.m. – 9 a.m.
Welcome Address
Mobile Commerce First and Always: The Future of Retail Strategy
Mickey Alam Khan, editor in chief, Mobile Commerce Daily and Mobile Marketer

9 a.m. – 9:45 a.m.
Opening Keynote
Walmart: How Mobile is Shaping the World’s Largest Retailer
With sales last year of nearly $500 billion – or half-trillion dollars – Walmart Stores is perched unchallenged as the world’s largest retailer, growing to that girth in only 50 years. Strict adherence to customer-friendly pricing and product stocking has won it the loyalty of hundreds of millions of customers who shop at its 10,000-plus stores across 27 countries. In addition to a sizeable ecommerce operation, Walmart now has rolled out all the stops for mobile marketing and mobile commerce. The mass merchandizer’s mobile repertoire includes mobile store sites, applications, QR codes, promotions, mobile specials, loyalty plays and any tool that drives traffic to stores. The goal is to offer a seamless experience – one Walmart – as consumers shift their research and shopping to mobile devices such as smartphones and tablets. However, the fight for mobile commerce share of market is fierce. Setting the stage, the keynote will discuss:

?Why mobile is key to Walmart’s future growth strategy
?Who is the Walmart mobile shopper
?Resources needed to deliver an effective mobile customer experience
?How Walmart differentiates service for customers on smartphones versus tablets
?Why Walmart is so focused on the in-store mobile experience
?An overview of how Walmart is making progress towards its mobile goals

Wendy Bergh, senior director of strategy for global ecommerce, Walmart

9:45 a.m. – 10 a.m.

10 a.m. – 10:45 a.m.
Lancôme: What the Cosmetics Giant’s Customers Expect of the Mobile Experience
Since its launch more than 75 years ago, L’Oreal’s Lancôme has developed a dedicated customer base that includes celebrities and actors such as Julia Roberts, Kate Winslet and Penelope Cruz. The French cosmetics house’s key demographic is the young, tech-savvy, social media-conscious consumer who has expectations that include convenience and mobility. Which is why mobile is a natural fit for Lancôme, as this session will explain. Attendees will learn:

?How Lancôme views mobile in its multichannel mix
?Bridging the channels gap
?Mobile as a medium for Lancôme
?The role of touch in mobile commerce
?What Lancôme sees as the next big thing

Alessio Rossi, vice president of interactive and ebusiness marketing, Lancôme USA

10:45 a.m. – 11 a.m.

11 a.m. – 11:45 a.m.
Forrester Research: Understanding the Mobile Commerce Opportunity
Mobile commerce, on its own, is a modest opportunity as currently envisioned. Mobile’s true potential lies in its ability to completely alter the consumer approach to research and buying, upend existing ecosystems and business models, and influence purchases across all channels. That is the view of Forrester Research, one of the most forward-thinking market researchers in the space. So what does that mean for marketers and retailers where mobile is a catalyst for change, whether they like it or not? In this session, attendees will get a taste of what is to come in mobile commerce, including:

?The key trends in mobile commerce, including actionable data
?How mobile devices are changing consumer behavior
?How mobile will disrupt existing business models
?Mobile best practice for marketers and retailers

Julie Ask, vice president and principal analyst, Forrester Research

11:45 a.m. – Noon

Noon – 12:45 p.m.
Priceline: How Mobile has Completely Upended Travel
As one of the leading travel services, priceline helps more consumers book a hotel each year than any other company worldwide. Priceline launched its mobile presence in 2009, starting with the priceline brand and then incorporating other company properties, and soon The company currently operates in a mobile-first mode, with every initiative informed – and sometimes even driven by – its experience in this emerging medium. Attendees will glean the key learnings and themes that priceline uncovered in the course of growing a mobile business, including:

? The emergence of the last-minute traveler
? Finding shelter when storms strike: a look at how the weather affects smartphone-toting travelers
? Frictionless payment: the good, the bad and the ugly, or an insider’s view on how priceline evolved the mobile checkout process
? So what does mobile-first really mean?

John Caine, chief product officer, priceline

12:45 p.m. – 2p.m.
Sponsored Lunch

1:20 p.m. – 1:45 p.m.
Sponsored Lunch Keynote
Mastering the Mobile Experience: A New Approach to App Management and Optimization
Mobile applications are becoming a significant channel for engaging with customers and driving revenue. Although brands are responding to this trend, many have still not figured out how to get the most out of the investments they have made. Ensuring a positive ROI from mobile apps requires a deep understanding of how consumers are interacting with apps and easily making adjustments to match user preference. This session will address new strategies for real-time app optimization and the rise of the mobile experience management platform. The session will explore:

? Examples of delivering an engaging native mobile app experience
? Current challenges in native mobile app management
? The emergence of mobile experience management platforms
? Examples of using mobile experience management platforms to deliver results

Bob Moul, CEO, Artisan Mobile
1:45 p.m. – 2 p.m.

2 p.m. – 2:45 p.m.
Bank of America: Mobile’s Role in Building More Personal Connections With Customers
One of the world’s largest financial institutions can now count more than 10 million customers – out of its 53 million-plus consumer and small business relationships – using mobile banking, making it among the largest such bases of its peers and its fastest-growing channel segment. Bank of America mobile banking customers can check account balances, transfer funds, deposit checks, pay bills, email person to person, receive application alerts and find the closest ATM – all from its mobile site and applications across platforms, smartphones and tablets. More recently, the bank launched a mobile pay on demand service for small businesses that turns their smartphone or iPad into a mobile point-of-sale terminal. In this session recognizing the new always-on environment, attendees will learn from this mobile pioneer:

?How Bank of America takes a holistic approach as opposed to a single-channel strategy to drive further adoption and engagement in mobile
?Why building personal connections with and for its customers is key
?Trials, tests and services under evaluation to develop offerings for Bank of America customers to enrich the purchase experience
?The role of partnerships – and why Bank of America seeks them
?Why being right to market is better than first to market

David Godsman, senior vice president of online and mobile solutions, Bank of America

2:45 p.m. – 3 p.m.

3 p.m. – 3:45 p.m.
Design Within Reach: Why Small to Midsize Retailers Must Embrace Mobile
Design Within Reach is a byword in modern furnishings, offering authorized reproductions of midcentury classic furniture and accessories designed by Eero Saarinen, Charles and Ray Eames, Ludwig Mies van der Rohe and Jens Risom for manufacturers such as Knoll, Herman Miller and Fritz Hansen. Founded 15 years ago, the retailer’s studios dot the country and its neighbors, supported by inviting catalogs, an ecommerce site at and now a mobile presence with a new iPad application. The goal is to make authentic modern design accessible to both consumers and businesses, including clients such as Neiman Marcus, Saks Fifth Avenue, Palms Casino Resort and Princeton University. While mobile is an obvious fit for large retailers and marketers, it is now becoming imperative for small businesses to include in the multichannel mix, if only for competitive and customer-friendly reasons. This session will delve into issues such as:

?Why midsize retailers and small business must take mobile seriously in the multichannel context
?How Design Within Reach approaches mobile and why it went with an iPad application
?Key considerations for smartphone versus tablet presence
?Mobile as a branding platform or a direct tool
?Mobile commerce best practice for small to midsize retailers

Mark Simmons, vice president of ecommerce, Design Within Reach

3:45 p.m. – 4 p.m.

4 p.m. – 4:45 p.m.
Walgreens: How the Nation’s Largest Drugstore Chain Increases Customer Engagement With Mobile
With more than 7,000 stores nationwide, the red Walgreens sign in cursive script is recognizable and respected for its offerings that span medications, beauty products, household items and even toys. The retailer complements its retail footprint with a highly sophisticated ecommerce operation and a mobile repertoire that includes an SMS program for CRM and refills, mobile site and applications. Clearly, Walgreens wants to serve customers where they are, when they want to shop and whichever channel they choose. This session will focus on how Walgreens has driven millions of monthly repeat mobile customers by:

?Integrating the Walgreens Balance Rewards loyalty program to improve customer in-store and out-of-store experiences
?Using Walgreens’ application and Apple’s Passbook on the iPhone to drive limited-time in-store coupons
?Tapping a single mobile experience to drive repeat usage across multiple customer transaction types
?Expanding mobile reach via partner applications in photo and pharmacy
?Using in-store mapping to assist customers in finding items and building cart size

Tim McCauley, senior director of mobile commerce, Walgreen Co.

4:45 p.m. – 5 p.m.

5:45 p.m.
Raffle for Dom Perignon

5:45 p.m. – 6:45 p.m.
Sponsored Cocktail Hour

Hotels in the Midtown Manhattan neighborhood (from nearest to
The Hilton New York
1335 Avenue of the Americas, New York, NY 10019; tel: 212-586-7000
The Palace Hotel
455 Madison Avenue, New York, NY 10022; tel: 212-888-7000
Please click here for the Web site
The Bryant Park Hotel
40 West 40th Street, New York, NY 10018; tel: 212-869-4446
New York Marriot Marquis
1535 Broadway, New York, NY 10036; tel: 212-398-1900
Sheraton Times Square
811 Seventh Avenue, New York, NY 10019; tel: 212-581-1000

Hotels in the Lower Manhattan neighborhood:

DoubleTree by Hilton Hotel New York City – Financial District, 8 Stone Street, New York, NY 10004; tel: 212-480-9100; please click here for the Web site

The Ritz-Carlton Battery Park, Two West Street, New York, NY 10004; tel: 212-344-0800; please click here for the Web site

New York Marriott Downtown, 85 West Street at Albany Street, New York, NY 10006; tel: 212-385-4900;please click here for the Web site

W New York Downtown, 123 Washington Street (entrance on Albany Street), New York, NY 10006; tel: 646-826-8600; please click here for the Web site

Millennium Hilton, 55 Church Street, New York, NY 10007; tel: 212-693-2001; please click here for the Web site

Please click here to register for the Mcommerce Summit: State of Mobile Commerce 2013 in New York on Thursday, May 2, 2013.