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Presenting Image, Brand, and Content Management

Steve Susina • April 15, 2014

Yesterday, I had the pleasure of presenting with Ken Bausch, VP of Interactive Marketing at World Kitchen, LLC, to a group of students from Northwestern University’s Kellogg School of Management.

We spoke to the students, who are enrolled in an eCommerce course, about image, brand, and content management for an online store. Using the World Kitchen site as an example, we covered the business overview of the company from the implementation of their Demandware site to the present, and the process of re-platforming an online business, detailing expectations versus reality. We focused on how to address conversion issues and traffic and sales challenges, and what you can learn from this process to run a better eCommerce site.

The students are currently in the process of building eCommerce sites in a competition amongst themselves. We were there as a resource for the students to get insight and answers on how to optimize their ‘test’ sites. We really enjoyed presenting to the class, and hope they were able to learn a lot too.

May the best site win!

Steve Susina

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Steve Susina

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