On this bonus episode, we have Kristin Schoenstein. Kristin Schoenstein is the Portfolio Director for eTail and oversees the programming and development of both eTail Boston and eTail West. We talk all about eTail: What to expect, tips for first-time goers, the upcoming anniversary, and so much more! To learn more, visit: http://honestecommerce.co
Kristin Schoenstein has been a Program Director with Worldwide Business Research since 2010 and has been producing events since 2004.
She currently specializes in the retail and eCommerce sector where she heads up the eTail US portfolio.
She also successfully launched and grew WBR’s customer experience portfolio. In her role, she is responsible for market research, content creation and speaker faculty management for each event.
Prior to WBR, she produced events in the healthcare and pharmaceutical sector, and got her start organizing educational programming for physicians.
Kristin lives on the North Fork of Long Island with her husband and three daughters.
In This Conversation We Discuss:
Resources:
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Kristin Schoenstein
Like you said, networking is really the most important part --I think-- of this show.
Chase Clymer
Welcome to Honest Ecommerce, a podcast dedicated to cutting through the BS and finding actionable advice for online store owners. I'm your host, Chase Clymer. And I believe running a direct-to-consumer brand does not have to be complicated or a guessing game.
On this podcast, we interview founders and experts who are putting in the work and creating real results.
I also share my own insights from running our top Shopify consultancy, Electric Eye. We cut the fluff in favor of facts to help you grow your Ecommerce business.
Let's get on with the show.
Hey, everybody, welcome back to another episode of Honest Ecommerce.
On today's bonus episode I'm bringing to the show, Kristin Schoenstein.
She is the portfolio director for eTail and oversees the programming and development of both eTail Boston and eTail West.
Welcome to the show, Kristin.
Kristin Schoenstein
Thanks so much Chase. Thanks for having me.
Chase Clymer
Oh, I'm excited to chat. Alright, first I want to say on the record, on air, that I'm a big fan of the eTail conferences. I've gone to a few of them. But for those that aren't familiar with the conference, the events, could you fill them in? What are they missing?
Kristin Schoenstein
Sure. eTail is put on by our company, which is WBR. It's Worldwide Business Research.
We produce tons of business to business events. eTail being, I would say, our biggest portfolio of events.
As you mentioned, I handle Boston and Palm Springs. So the East and West coast versions. We launched eTail in 1999.
So it's a very established brand, very tight community. We bring together retailers, usually ecommerce and digital marketing executives, people in omnichannel.
but really anyone in retail who's looking at trends in Ecom, digital marketing, and omnichannel from all types of retail.
Chase Clymer
Yeah, that's fantastic. So just quickly, your parent company... It's really crazy the other types of events [you have].
Do you have any examples of the other conferences that you put on just to show the scope and the breadth of the parent company?
Kristin Schoenstein
We do events on patient experience. I actually launched the patient experience event, which I love. We do it on customer experience, we've done procurement... All sorts of topics.
So we sort of cover we're doing an event soon on future farming. So a bunch of different topics.
But as I mentioned, I'm pretty much strictly Ecommerce now, although I've done a bunch of things over the years, but now living in the Ecommerce world.
Chase Clymer
Awesome. Well, we're happy to have you. So if I'm thinking about going to conferences, that's on my radar, what are you guys going to be showing me or teaching me?
What would I be seeing at a conference at eTail?
Kristin Schoenstein
Sure. So eTail Boston, which is coming up in August...
So that's the next one, August 21 to the 24th. It's a 4-day show. Palm Springs is the same. So definitely jam-packed, lots of content. And we break it out into different themes.
So for instance, we'll have a summit that's just on email and customer retention, we'll have another summit just on search and trends in performance marketing.
And then the other days, we'll break out into tracks in the afternoon. 5 different tracks each day. So lots of content going on. And I didn't explain this, but how we come up with all this content and develop our programs is through research.
So we do a lot of industry research with retailers, either people who attended the event in the past, vendors, tech providers...
We try to cover it all, and just get a feel for what they're challenged with and then we use that information to write the program. And we also have an advisory board as well. So that's how we develop the content.
But yeah, we're covering a lot of topics that I'm sure you're hearing: AI, of course, everywhere. (laughs) AI [is] everywhere.
Social commerce, live shopping, thinking about balancing growth and profitability. I think that's a big one right now, like sustainable growth. What does the future of DTC look like?
What does that model look like? We talked about sustainability and recommerce and resale. We look at diversity and inclusion.
So we sort of cover it all across the 4 days and really create a jam-packed program. But we try to vary the content so there's different ways to learn.
And of course, sprinkling a lot of networking and parties and fun things like that, too.
Chase Clymer
There's a lot of fun stuff to do. I can tell you from experience.
Kristin Schoenstein
Yeah. Well, you've been [there]. You know.
Chase Clymer
Yeah.
Kristin Schoenstein
(laughs)
Chase Clymer
So with these conferences, we've got a lot of different listeners out there from different career paths. So we've got some that are founders of brands, we've got...
They're small brands, medium brands, large brands...
What size do I need to be for me to get some impact from an event like this?
Kristin Schoenstein
I would say we cover it all. We definitely get founders of companies, smaller brands, and then everything up to the Targets of the world.
So we try to create content for all these different levels. We even sometimes have roundtables based on revenue, ecommerce revenue, so you can kind of find people in your same area. We do…
For instance, we do a "Disruptor Diaries" panel every year that brings in founders. And so we have a lot of fun with it.
But [we're] definitely trying to create different tracks and opportunities based on different sized companies and the different maturity levels.
Chase Clymer
Now, if I don't work at a brand or work for a brand, but I work at say an app in the ecosystem or I'm a specialist in the ecosystem, is this an event for me as well or not?
Kristin Schoenstein
Definitely, I mean, we have a lot of tech providers who come to the event, solution providers, platforms, all sorts of things.
And so we create, as I mentioned, the networking part of the event. We have an expo, we have a ton of sponsors that are a part of that. So there's a lot to happen on the vendor side as well.
So we try to break the content into those two buckets, where we have a lot related to what's going on with technology and then also the practical day to day [of] what retailers are going through.
Chase Clymer
Absolutely. And to let the listeners know, I usually go...
For the podcast, I will actually be going this year. You'll see me there.
If anyone is listening who is actually gonna be there, hit me up.
But every time I go, you guys email me,and you ask me to say, "What was your favorite part?"
And always, number one, is networking. So I can't stress enough that the networking at these events with like-minded individuals really, really helps. It makes it very much worth it. Then the education.
You guys put on some amazing content as well. Next year is going to be a very special year for eTail.
Let the listeners know what's going on.
Kristin Schoenstein
Sure. As I mentioned, we launched in 1999. This will be our 25th year in February. So the Palm Springs show is February 26th through the 29th. And we're super excited for our anniversary year.
We have a lot of programming related to that. Some special activities that we have planned but too early to share the details of that.
But we're definitely coming up with some anniversary related fun activities and definitely just trying to ramp up the speaker faculty, the content, the networking, as you mentioned, and make it a really exciting show.
Yeah, looking to recruit 220 retail speakers for February. So it'll be a good one.
If anyone wants to speak, you hit me up.
Chase Clymer
Yeah. And then when you are allowed to share more, we'll absolutely have you back, we'll do another bonus episode, and we'll talk all about it.
Kristin Schoenstein
Awesome.
Chase Clymer
Now, if I'm a listener, and I feel like this is something I want to do, do you have any advice for me? It's my first time going to an Ecommerce conference. What should I expect?
Kristin Schoenstein
Sure. In the ideal world, it'd be great if you could come with your team because you can really kind of divide and conquer, go to the different tracks, meet up, create a retreat for yourselves. So that is the ideal scenario.
But if you're going alone, I just recommend going to the networking breaks, doing as many of the...
If you're a retailer, there are a lot of retailer-only activities. We'll do retail or hangouts or roundtables. So there's lots of opportunities for you to just sit down and meet other retailers.
And I know for me, sometimes it's hard to just break out and start meeting people. But we do try to create these opportunities where you can network.
And that, like you said, networking is really the most important part, I think of this show. But yeah, I mean, if you can bring a group then divide and conquer. I think that's the winning thing.
And wear comfortable shoes because it does...
You are walking a lot. It's a big resort, especially Palm Springs. It’s pretty big. So conference shoes.
Chase Clymer
Yes.
Kristin Schoenstein
(laughs)
Chase Clymer
I would say that and drink water. I always forget...
Kristin Schoenstein
Hydrate! Yes.
Chase Clymer
Yeah, there's a lot going on. And you guys do such an amazing job with the programming. There's always something to do. And I would say maybe even like, you don't have to do everything, you can take a break, you can take a breather...
Kristin Schoenstein
Yes, I was gonna say that.
Chase Clymer
Awesome.
Kristin Schoenstein
You can't possibly do it all, that's for sure. You have to kind of plan your...
Chase Clymer
There's 4 things usually going on at once. And you have to kind of understand "It doesn't make sense for me to go from my business or whatnot." There's a lot.
Okay, so also I've been talking with your team and with George and you guys actually have an awesome gift for the listeners.
So if you're listening to this and you actually want to go and attend the show, there is an awesome coupon code that will be in the show notes.
Kristin Schoenstein
Sure. So we have a great discount for your listeners today. It's HONESTECOMMERCE20.
So if you're on the web site and go to the registration page and enter in that discount code, you'll get the 20% discount.
Chase Clymer
Awesome. Kristin, thank you so much for coming on the show today. I'll make sure to have that coupon code and the correct link in the show notes of this show.
And then when you can talk more about the 25th anniversary, we'll definitely have you back.
Kristin Schoenstein
For sure. Looking forward to seeing you at the show.
Chase Clymer
Absolutely.
Kristin Schoenstein
Thank you.
Chase Clymer
We can't thank our guests enough for coming on the show and sharing their knowledge and journey with us. We've got a lot to think about and potentially add into our own business. You can find all the links in the show notes.
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