Inside eTail: How Brands Are Redefining Customer Experience

We’re back with yet another exciting edition of The Hark Report as we get into emerging customer experience trends industry leaders are seeing with Elizabeth Robillard, the Portfolio Director and Senior Conference Producer at Worldwide Business Research (WBR) for eTail Palm Springs!

Elizabeth reflects on her journey starting in the restaurant world as a hostess to becoming the portfolio director for eTail, and gives us a peek behind the curtain of planning the conference, and what trends she’s been seeing emerge from top speakers and industry leaders in the space!

Now here’s Elizabeth to introduce the topic of this newsletter!:

Table of Contents

• The path from Restaurants to eTail

• The huge growth of eTail

• Top 4 trends emerging in the CX industry

• How are brands building customer trust?

• Building loyalty through the post-purchase experience

• How can brands stand out in an era with information overload?

• Memorable CX experiences

• CX buzzwords that need to go away

• One brand nailing customer experience

• The best part of organizing eTail

  • CX Tip of the Week 💡

    • Simplify the customer journey!

Emily (Hark): You’ve been with eTail for quite a while, and your experience in the events and CX space is extensive. Can you share a bit about your path to becoming the Portfolio Director for eTail? 

Elizabeth Robillard (WBR): WBR was the first company I applied to after college. It matched my desire to combine soft skills, research and content writing. I started as an assistant in the department and worked my way up to a Portfolio Director. I’m privileged to have worked with so many amazing people and on so many great events over the years.

Emily: You spoke about your mom owning restaurants—how did growing up in that environment shape your approach to customer experience and, ultimately, your career?

Elizabeth: I was a hostess at my mom’s restaurant Kinzie Chophouse in Chicago for several summers in high school and it really helped me hone my customer service skills. My mom was a huge role model for me and watching her provide unparalleled customer experiences every day moved me to want to do the same in my career.

Emily: This year’s eTail event features 300+ speakers, your biggest lineup to date! What do you attribute this growth to?

Elizabeth: We are laser focused on growth for eTail and have added new team members to the event in order to achieve that growth. Our biggest speaking faculty to date is definitely due in large part to the teamwork happening between myself, our Chief of Staff Kristin Schoenstein and the newest member to the team, Program Director Leo Martinez.

Emily: That’s awesome! As you research and connect with potential speakers for eTail, what key trends are emerging across the industry? What are brands currently prioritizing when it comes to customer experience?

Elizabeth: The top four trends we see emerging for 2025 are how retailers are reacting to the changing shape of the marketing funnel, how they are thinking about growth in an uncertain economy, how they are implementing AI, and finally how they are personalizing experiences across the entire customer journey

Emily: You’ve also mentioned that simplifying the customer journey is a major theme this year at eTail. Why do you think it has become so critical, and how are brands approaching it differently now?

Elizabeth: Competition in the industry is so fierce and one of the major things helping brands stand out is convenience. Simplifying your customer’s journey will be the thing that builds long term brand loyalty and repeat purchases in a crowded marketplace

Emily: Building customer trust and authenticity is challenging, especially in an era where consumers are more skeptical than ever. How are brands managing this, and have you seen any standout strategies for breaking through the noise to solve customer problems?

Elizabeth: There is a lot that goes into this. But put simply, brands are tackling the challenge of building customer trust by being open and consistent in what they say and do. And they are using the concept of ‘social proof’ which means using real stories, UGC and customer reviews to connect with people, which really helps break through the noise.

Emily: The post-purchase experience is crucial for building loyalty. What trends are you seeing in how brands are using data to personalize and enhance this part of the journey? Any innovative examples that caught your eye, particularly in terms of game-changing technologies or platforms?

Elizabeth: We’ve been talking a lot about subscription based loyalty and how switching to a subscription model can help build long term engagement with the customer. Brands are still exploring how to work this into their business models.

Emily: In an era where consumers are bombarded with content, how can brands stand out and foster genuine loyalty? Is it more about product quality, exceptional service, or perhaps a shift towards more value-driven or purpose-driven marketing?

Elizabeth: I think it needs to be a bit of all of this. Which I think is overwhelming for brands. Overall quality- whether it be the quality of the product, the quality of the company and it’s mission, or the quality of the customer experience, needs to be thought of at every step of the customer’s journey. Which is a lot easier said than done.

Emily: Now for some fun ones! What’s the most memorable e-commerce experience you’ve had as a customer recently?

Elizabeth: I’m a huge Sephora fan! For me, they are the gold standard brands should strive for when it comes to a loyalty program specifically. I feel like they provide real value with their rewards program and I always get my items faster than I think I will. 

Emily: Biggest buzzword in CX that you wish would go away?

Elizabeth:  Artificial Intelligence. Let me explain! I think we’ve hit a bit of fatigue in talking about AI- it seems like it is all anyone is talking about. I think there is room to discuss AI from a practical standpoint, as long as we are talking specific case studies and not talking about it from a high level point of view. Retailers want to know EXACTLY how it can help them, not hypotheticals about its potential. 

Emily: One brand you think is nailing customer experience right now?

Elizabeth:  I keep reading about Petco and one of their stores in Manhattan - I haven’t been yet, but as the owner of a tiny demon cat I appreciate the work that goes into make their store experience a fun and educational one for all pet owners!

Emily: Last one- what’s your favorite part about organizing eTail every year?

Elizabeth: I LOVE learning about new brands, though I do think it causes me to over shop a little bit LOL!

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CX Tip of the Week 💡

Simplify the customer journey!

Customers value convenience and simplicity over everything else right now. Make the customer journey as simple as possible, and you will build trust and loyalty with your customers in a world where there is way too much information (and too much AI) at everyone’s fingertips!

That’s all for today! See you next time, and thanks for chatting Elizabeth! 🙂