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FLOW Summit 2022 – now available to watch on YouTube

Signifyd FLOW is a community of passionate ecommerce professionals who gather for thoughtful conversations about the challenges and future of retail in the digital age.

On April 6th, we had the honor of hosting over 200 retail leaders and analysts in New York City for an unforgettable event filled with knowledge-sharing and networking.

Access our library of on-demand content to uncover emerging retail trends, analyst insights, 2022 predictions, and the fundamental strategies & tactics ecommerce leaders are implementing to optimize, scale and protect their business.

Watch sessions with best‑in‑class brands and speakers such as:

Agenda

Welcome & opening remarks

Indy Guha, Chief Marketing Officer, Signifyd



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Session - Welcome & opening remarks


Details coming soon.
Keynote Fireside Chat: The Next Stage of Ecommerce Growth

Rajesh Ramanand, Co-Founder & CEO, Signifyd
Nicole Jass, SVP of Growth Solutions Product, FIS
Kal Raman, CDO, Samsung

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Keynote Fireside Chat: The Next Stage of Ecommerce Growth


Ecommerce leaders have focused forever on marketing, merchandising and driving consumers and their eyeballs to their digital sites as a way to increase conversion. But what about the vast majority of visits that never convert? Are sales being lost because of friction at the bottom of the funnel, even after consumers have filled their shopping carts? Signifyd’s Raj Ramanand, Nicole Jass of FIS and Kal Raman of Samsung talk about the importance of optimizing ecommerce’s payment stack and why “return on shopping cart” is the metric retail leaders should be focused on in the new era of ecommerce. In this session attendees will learn:

  • How to secure the checkout process without adding barriers that turn good customers away.
  • How to infuse the buying journey with brilliant customer experience from the very beginning to well after the sale is made.
  • Why conversion rate is not a sufficient measure of your organization or your digital sites’ performance.

Rajesh Ramanand
Co-Founder & CEO
Signifyd
Nicole Jass
SVP of Growth Solutions Product
FIS
Kal Raman
CDO
Samsung
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Payments: A Force Multiplier for Revenue Growth

Jordan McKee, Principal Research Analyst, Customer Experience & Commerce, 451 Research

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Payments: A Force Multiplier for Revenue Growth


Merchants in 2022 are being squeezed on cost from two opposite ends. Customer acquisition is becoming increasingly expensive as competition for digital ads increases and regulatory bodies explore limiting brands’ ability to reach out to customers. Meanwhile, fulfillment costs continue to rise as customers expect ever-increasing speed of delivery. And brands control neither.

That leaves optimizing the payments portion of the customer journey as one of the last frontiers for maximizing revenue. Jordan McKee’s research has consistently shown that merchants who prioritize payments — both fine-tuning their decisions to minimize false declines and including payment methods that serve all their customers — drive growth, elevate the customer experience and optimize costs.

This season will unlock the keys to true payments optimization and leave attendees with the an understanding of how to build a payments infrastructure that:

  • Increases approvals and conversions.
  • Accelerates geographic expansion.
  • Enables new sales channels.
  • Appeals to new and different types of customers.
  • Decreases fraud and chargebacks.
Jordan McKee
Principal Research Analyst, Customer Experience & Commerce
451 Research
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Conditional Love: What it Takes to Keep Customers Faithful

Brendan Witcher, VP, Principal Analyst, Forrester

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Conditional Love: What it Takes to Keep Customers Faithful


Companies are waking up to the fact that each time a consumer has an improved digital experience, their expectations for all experiences rise to a new higher level. In other words, consumers don’t compare you to your competitors; they compare experiences with your brand to the value and relevancy they receive from all digital interactions. This reality, combined recent dramatic shifts in customer behavior, has been the catalyst for leading retailers to wisely “uncheck the box” on what it means to really understand a customer, to personalize an experience, to create frictionless paths-to-purchase and to deliver perceivable value for channel‑agnostic, digitally‑savvy consumers.

In this session, guest speaker and Forrester VP, Principal Analyst, Brendan Witcher will reveal:

  • Why consumers choose the brands they do business with (really!)
  • How leading companies strategically apply a 6C framework for understanding customers.
  • Where in the path-to-purchase can cross-channel experiences be used as a competitive weapon.
  • Which companies are winning by using data and personalization at the heart of their engagement strategies.
  • What capabilities and critical steps must companies take to truly meet and even exceed consumer expectations.
Brendan Witcher
VP, Principal Analyst
Forrester
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The Future of Ecommerce
How NFTs Let Brands Pinpoint the Right Audiences for Mutual Wins and Maximum Value

Edwin Chong, VP, E-commerce & Digital Marketing, IGK

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How NFTs Let Brands Pinpoint the Right Audiences for Mutual Wins and Maximum Value


Sometimes it seems the hype around the role of the Metaverse and NFTs in retail is just that — hype. But the years-long focus on customer experience is destined to carry ecommerce to new places. The journey is already finding its way to new blockchain-enabled experiences — and fast.

Edwin Chong of IGK Hair is a retail innovator who has incorporated NFTs into his brand’s online experience in relevant ways that enhance the shopping journey and build community and loyalty. Attendees will leave this session with:

  • An understanding of how their brands can find meaningful value in the hype around NFTs.
  • Strategies around using NFTs to create a new dynamic that lets them engage and build stronger relationships with their existing audiences.
  • Creative opportunities to expand their reach through ready-made affinity audiences.
  • Lessons from a real-life case study of web3 integration using NFTs on an ecommerce website.
Edwin Chong
VP, E-commerce & Digital Marketing
IGK
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Conversion Optimization & CX
Omnichannel Masterclass: Building Experiences Your Customers Will Love

Kamanasish Kundu, Director & Head of Ecommerce, North America, Pandora
Sofia Giussani, Director of Digital Marketing & Ecommerce, BHFO
Rohan Cherian, Managing Partner & Co‑Founder, Root Digital

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Omnichannel Masterclass: Building Experiences Your Customers Will Love


Rohan Cherian was at the center of the storm in the early days of the COVID-19 pandemic. He served as a top executive at Toys R Us Canada at a time when non-essential retailers were being shut down in terms of inviting customers into physical stores. Try telling children, or the parents of children on COVID lockdown, that toys are not essential. Cherian knew it was a time to think creatively and embrace innovation.

Cherian and his team made a hard pivot to omnichannel retail — dramatically expanding delivery, buy-online-pick-up-in-store and curbside pickup. He turned to outside vendors to accelerate change — partnering with DoorDash for instance to get products delivered to homes in the time it takes to order a pizza.

From that experience came a wealth of lessons that can be applied to all aspects of transformation and which will be valuable well beyond the run of the pandemic.

In this session, Cherian, now a digital strategist, will share the enduring lessons about change, teamwork and creative thinking that were inspired by necessity and resulted in a playbook for digital transformation in 2022.

Kamanasish Kundu
Director, Head of Ecommerce North America
Pandora
Sofia Giussani
Director of Digital Marketing & Ecommerce
BHFO
Rohan Cherian
Managing Partner & Co-Founder
Root Digital
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Payments & Fraud
Optimizing Returns for Instant Refunds & Lifetime Loyalty

Eleanor Ritchie, Senior Product Manager, Signifyd

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Optimizing Returns for Instant Refunds & Lifetime Loyalty


As ecommerce becomes a bigger segment of all retail revenue, the cost of returns becomes an increasing burden for brands. Best practices around information-rich websites and sizing guides can minimize the number of legitimate return requests and lead to a better customer experience.

But what about the significant portion of online returns — 10.6% according to the National Retail Federation — that are abusive or fraudulent? Retailers don’t need to accept those as the cost of doing business online.

The key is building or joining a data network that provides vast insight into retail transactions and provides an understanding of the identity and intent behind each return request. Armed with that information retailers can determine how they want to respond to requests based on risk.

Treating your best customers like the valuable shoppers and advocates they are while protecting the business from abuse is a double-barrelled approach to success.

Attendees will leave this session with actionable ideas on how to minimize legitimate returns while protecting their business from abusive return attempts — all while maximizing customer lifetime loyalty.

Eleanor Ritchie
Senior Product Manager
Signifyd
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Payments & Fraud
How to Win the Battle of the Bots

Howard Blumenthal, Senior Director of Ecommerce, Kaman Distribution
Neil Cohen, CMO, Kasada

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How to Win the Battle of the Bots


The majority of web traffic is fake, as are the majority of account logins. Automated threats such as web scraping, credential stuffing, and credit card washing cause detrimental financial impacts on ecommerce organizations. Many know they have a bot problem but lack the institutional resources to successfully keep them at bay by managing and maintaining purpose-built solutions on their own.

In this session, you’ll hear from Howard Blumenthal, Senior Director of ecommerce at Kaman Industrial, a $1.2B leading national distributor of highly engineered products and services, about how they took a simple, modern method to stopping malicious automated traffic.

Learn how an easy, no‑maintenance yet highly effective approach allowed Kaman to increase ROI and minimize time spent fighting online fraudsters — without adding CAPTCHAs or other friction to the customer experience.

Howard Blumenthal
Senior Director of Ecommerce
Kaman Distribution
Neil Cohen
CMO
Kasada
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The Future of Ecommerce
Personalization, ‘Perishables’ Supply Chain, and Adding a Subscription Business: Lessons From d2c Gifting Innovator UrbanStems

Vivek Kumar, Chief Revenue Officer, UrbanStems
Sona Khagram, Senior Product Marketing Manager, Signifyd

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Personalization, ‘Perishables’ Supply Chain, and Adding a Subscription Business: Lessons From d2c Gifting Innovator UrbanStems


Giving the gift of flowers requires personalization and being the merchant who makes that happen means managing a just‑in‑time supply chain that must function like a precise timepiece. Vivek Kumar and his team know just which digital levers to pull and when to pull them to keep moving the supply of perishable goods that mark birthdays, anniversaries, the love of one for another — and of course, Mother’s Day and Valentine’s Day. Promotions and merchandising must reflect inventory — accounting for temporary oversupply or shortages of certain products. And as consumer habits and preferences change, UrbanStems needs to change with them. Subscriptions, for instance, are increasingly becoming the way consumers buy. UrbanStems anticipated that and took action. Attendees will come away with applicable lessons on:

  • Personalizing product and experiences for deeper loyalty and “happiness guaranteed.”
  • Combating complex supply chains with digital solutions in complex times.
  • Best practices for launching a subscription business.

Vivek Kumar
Chief Revenue Officer
UrbanStems
Sona Khagram
Senior Product Marketing Manager
Signifyd
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Conversion Optimization & CX
Removing Friction From the Customer Journey

David Cost, VP of Digital and Ecommerce, Rainbow Shops
Nathan Liu, SVP, Ecommerce, Hot Topic
Sridhar Sundararajan, Director, Digital Technology, Newell Brands
Chris Deck, Founder/CEO, Deck Commerce

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Removing Friction From the Customer Journey


Few retail professionals relish the idea of replatforming their ecommerce operations. But sometimes the only thing more painful that replatforming is not replatforming. In 2021, David Cost, Rainbow Shops’ VP of digital and ecommerce, faced the daunting task. Cost, a true digital innovator, embraced the complexity of launching a new platform for an online enterprise that had grown nearly 900% in its most recent six years. His challenges included the usual considerations and the fact that eight years of customer data was part and parcel of the platform he was leaving behind.

Whether it’s an ecommerce platform, a fraud solution or another key piece of technology, Nathan Liu and the Hot Topic team believe that everything needs to work and be fast. The mantra is not only a key to optimizing online revenue it is the way a brand serves customers with a beautiful experience.

Sridhar Sundararajan heads up digital technology at Newell Brands, which is literally the household name of household name brands, including Rubbermaid, Crock-Pot, Oster, Mr. Coffee, Elmer’s, Sharpie, X‑ACTO, Graco, Aprica, Coleman and First Alert.

In this session, moderator and order-management visionary Chris Deck takes Cost, Liu and Sundararajan through their companies’ transformation journeys and how they balanced the needs of an operation with physical stores and vibrant digital stores. Attendees will learn how leading brands think about key technology decisions, factoring in growth ambitions, merchandising strategies and unfailing dedication to providing a top customer experience. And they’ll gain insights into how Cost, Liu and Sundararajan encourage their teams to continue driving the business forward even as they are overhauling it.

David Cost
VP of Digital and Ecommerce
Rainbow Shops
Nathan Liu
SVP, Ecommerce
Hot Topic
Sridhar Sundararajan
Director, Digital Technology
Newell Brands
Chris Deck
Founder/CEO
Deck Commerce
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Conversion Optimization & CX
Building Brands Fit for Scale with a 360-Degree View of Customers

Lockie Andrews, CEO & Managing Director, Catalyst Consulting

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Building Brands Fit for Scale with a 360-Degree View of Customers


To focus on the future in retail, sometimes it’s important to skip past “but how can we?” and focus on “why don’t we?” For instance, Lockie Andrews knows that sometimes the data you have is exactly the data you need. It just takes creativity and thought to determine the right tools to make that data useful and actionable. Andrews has experience with building systems that more than pay for themselves at fast‑growing online and multichannel retailers. In this session, she will describe her experience:

  • Leveraging data and wrangling complex and disconnected datasets to form a 360‑degree view of customers.
  • Creating an infrastructure that can scale with your business and help you deliver on brand promises to consumers.
And she will inspire attendees to do the same within their organizations.

Lockie Andrews
CEO & Managing Director
Catalyst Consulting
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Closing Panel: Signifyd’s Most Influential In Ecommerce

Shawn Bradford, Director, Customer Care, Carbon38
Devan Nielsen, Director of Fraud Prevention, Overstock.com
Sheena Brady, Founder, Tease Tea
John Surdakowski, Founder & CEO, Avex

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Closing Panel: Signifyd’s Most Influential In Ecommerce


Signifyd’s 30 Most Influential in Ecommerce provide their insight on some of the key trends in ecommerce in 2022. These innovative, agile and persistent digital commerce leaders, who collectively bring decades of experience to the stage, will share lessons they have taken to heart. Sheena Brady and her team are dedicated to sustainability, yet they know today’s tea-drinkers need convenience if tea is going to be part of their daily routines. She found a way to combine the two. Shawn Potter Bradford believes the AI in ecommerce revolution has a long way to go when it comes to customer service. Devan Nielsen is a fraud-prevention veteran who sees friendly fraud as the next big challenge to tackle. Attendees will hear from this panel of retail thinkers about what worked — and even stories of initiatives that missed the mark and what lessons those experiences surfaced. It’s hard to imagine a better way to wrap up a day of learning than to hear from a panel that has been there, done that and come away better for it.

Shawn Bradford
Director, Customer Care
Carbon38
Devan Nielsen
Director of Fraud Prevention
Overstock.com
Sheena Brady
Founder
Tease Tea
John Surdakowski
Founder & CEO
Avex
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End of conference

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