How to plan for e-retail growth

May 13, 2013 10:01 AM

It’s an experience many a retail chain has gone through in the past decade. The company invests heavily in upgrading its web site and e-commerce capabilities, and online sales take off. Then what? How does the retailer adjust its organization, business practices and culture to handle the online growth, and prepare for more?

Darrell Cook, vice president of retail strategy at Pareto Corp., a shopper marketing firm, along with Michelle Garvey, chief information officer at apparel retailer Ann Inc., will share their insights about growing an online retail organization on June 5 at the Internet Retailer Conference & Exhibition 2013 during a presentation entitled “A roadmap for transitioning to a web powerhouse.” 

In the session, Garvey and Cook will talk about how retailers can create a step-by-step plan for growth. “Avoiding the roadmap or skipping ahead can cause difficult in sustaining growth, customer loyalty and competitiveness,” Cook says. “In our session I will be stating the parameters for moving from one stage to the next, ultimately reaching the omnichannel stage where Michelle will highlight each stage with her extensive retail experience by providing retailer examples.”

The session will help attendees determine where their organizations are in the lifecycle of e-commerce development and to evaluate the next steps.

“Our hope is to enlighten chain retailers to the fact they have a very strong opportunity to win their category by recognizing what stage their business is in and how to move to the next stage,” Cook says. “By understanding their roadmap and their state of ‘readiness,’ chain retailers will be on a fast growth path.”

Internet Retailer editors asked Cook and Garvey to speak because of their extensive e-commerce experience. Prior to Ann, Garvey worked at Brooks Brothers and Warnaco Group. Cook has worked on strategy for online Yellow Pages advertising, as well as retail merchandising software and digital multichannel strategy for e-mail, mobile, print-to-web and social media, prior to Pareto.

Ann is No. 88 in the newly released 2013 Internet Retailer Top 500 guide. Brooks Brothers is No. 163.




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