Cover Story: The Top Women in Cross-Channel Retailing

The cross-channel retail industry is at a crossroads. For starters, due to the economic downturn, the past couple of years have been difficult for the retail sector. But that's changing. Retailers are starting to see signs of life and are breathing a sigh of relief. At press time, for example, it was announced that February retail sales increased 0.6 percent over January and 4.2 percent year-over-year, according to the National Retail Federation.

But it's not only economics that are changing the industry. Consumers are changing, and the industry is changing in kind. Thanks to the information and convenience e-commerce offers, for instance, consumers are more in control than they've ever been before. They demand information when and where they want it, be it in-store, online, on Facebook or on a mobile device. As a result, retailers have been forced to change their business models. They're integrating local, personalized services with online convenience; offering mobile apps to meet the needs of anytime, anywhere consumers; and making sure they have an active presence on Facebook.

Simply put, retailers must adapt to survive. And survive and even thrive is what the women featured here in our first annual Top Women in Cross-Channel Retail issue have done. This cover story highlights senior-level women who have helped their companies survive and grow despite the evolving industry and economic hardships they've faced.

In the pages that follow, you'll meet the top women in cross-channel retail as chosen by the Retail Online Integration staff and editorial advisory board. There are marketing professionals, e-commerce professionals, chief operating officers, chief executive officers and more. All of these women are currently employed at a cross-channel retailer, and were chosen based on their position or scope of responsibility, accomplishments and achievements within their companies, and their involvement in the retail industry.

You'll learn about their career paths and achievements, and each woman has shared her best tip for succeeding in cross-channel retail.

Enjoy!

Christine Aguilera, 
president, 
SkyMall
Christine Aguilera is president of SkyMall, a multichannel retailer of unique and innovative products that reaches over 650 million airline passengers each year via its SkyMall in-flight catalog. Aguilera joined SkyMall in February 1997, and during her tenure has held a variety of positions, including general manager, vice president of business development; chief financial officer; and general counsel. Aguilera currently serves on the board of the Direct Marketing Educational Foundation, and has served on the board of directors of the Direct Marketing Association, where she was on the executive, compensation and nominating committees, as well as an officer of the board.
* Tip: Creating value for others, including customers, business partners and employees, is what counts. It's the single most important key to success in multichannel retailing and life.

Deborah Benton, chief operating officer, ShoeDazzle
Deborah Benton is COO at ShoeDazzle, an online styling service and social commerce site. Benton is responsible for developing and executing the operational strategy for the company, including all sourcing, inventory management, quality control, client services, merchandising and finance, and accounting. Prior to joining ShoeDazzle, Benton served as executive vice president of operations and inside sales at Teleflora, the leading U.S. florist wire service, where she managed a $100 million P&L and more than 125 employees across multiple departments.
* Tip: Focus on effective and integrated mobile uses. The importance of mobile reaches far beyond simply providing a convenient, additional retail channel; it will continue to become more integral and thus critical to customer loyalty.

Miki Racine Berardelli, chief marketing officer, 
Tory Burch
Miki Racine Berardelli is chief marketing officer of Tory Burch, a cross-channel retailer of women's apparel, shoes and accessories. Berardelli is responsible for global marketing, public relations, CRM and e-commerce. Prior to joining Tory Burch, Berardelli was senior vice president of marketing at Polo Ralph Lauren, where she spent nearly eight years developing and leading multi-
channel marketing strategy for the retail businesses. An early adopter in the digital retail industry, Berardelli is actively involved in Shop.org, a division of the National Retail Federation, where she's currently serving her second term on the board of directors.
* Tip: Through your brand lens, keep a steady focus on the customer. Serve as her/his ambassador within your organization and strive to exceed expectations at every opportunity and touchpoint. Embrace the ever-changing landscape. Explore, test, listen, share … and never stop learning.

Linh Calhoun, senior vice president/general manager, 
Pace E-Commerce
Linh Calhoun is senior vice president and gen-
eral manager of Pace E-Commerce, overseeing all the operational, marketing and merchandising for Exclusively Weddings, a catalog and online retailer of wedding invitations, favors, wedding party gifts and accessories. Calhoun is also responsible for executing new online business opportunities and partnerships for Pace. Prior to joining Pace, Calhoun held various roles in both marketing and merchandising within privately held organizations such as Staples, Ross-Simons and L.L.Bean.
* Tip: Don't underestimate the relationship and interdependencies between your marketing channels — e.g., catalogs driving brand keywords. And be sure to develop a contact strategy based on delivering timely and relevant communication.

Jennifer Carr-Smith, chief operating officer, giggle
Jennifer Carr-Smith is COO at giggle, a cross-channel retailer of baby products, gifts and informational resources for new parents. Carr-Smith is responsible for giggle's distribution, supply chain, customer service, creative and sale operations. Previously, Carr-Smith served as COO of Gilt Groupe, as well as vice president at RalphLauren.com, where she headed up finance and operations for the brand's e-commerce division. Prior to that, Carr-Smith was a senior director at drugstore.com.
* Tip: Seamless service delivery across channels — don't let your internal process show externally to your customers. Even if you have to start with a completely manual process, make the customer service experience excellent. Once that's in place, streamline at every point.

Ivy Chin, senior vice president 
of e-commerce, 
Belk
Ivy Chin joined Belk, the nation's largest privately owned mainline department store, as senior vice president of e-commerce in November 2009, overseeing the brand's e-commerce business. Chin led her team to exceed sales and margin plans with 70-plus percent growth in her first year. Prior to joining Belk, Chin was vice president, strategic and multimedia operations for QVC, responsible for the business technology and operations of QVC.com. During her tenure at QVC, the company's website grew from processing a few orders to surpassing $1 billion in annual sales.
* Tip: Be a good observer and listener to your customers. Respect how they want to shop and engage with your brand. Then be relentless in exceeding their expectations.

Maxine Clark, founder, chairman 
and chief executive bear, 
Build-A-Bear Workshop
Maxine Clark founded Build-A-Bear Workshop, a teddy-bear themed retail/entertainment experience, in 1997. Today there are more than 400 Build-A-Bear Workshop stores worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, United Kingdom and Ireland, and franchise stores in Europe, Asia, Australia, Africa and the Middle East. In 2010, Build-A-Bear Workshop was named to the Fortune 100 Best Companies to Work For list for the second year in a row. Maxine's first book, "The Bear Necessities of Business: Building a Company with Heart," was published in 2006.
* Tip: Connect with your customers. Your primary job is to make your customers feel special. Taking care of your customers will lead to many personal and financial rewards. You'll always win when customers smile.

Sheryl Clark, CEO and president, Boston Proper
Sheryl Clark is CEO and president of Boston Proper, a cross-channel retailer of high-end women's apparel and accessories. Clark is responsible 
for the overall growth and direction of the brand and oversees all aspects of business operations. With over 20 years of general management and merchandising experience working for major brands including Old Navy, Gap and Bloomingdale's, Clark brings her knowledge, 
insight and passion to all aspects of her position.
* Tip: Be passionate and committed to your vision, mission and values, as they're the 
foundations for your successful journey to being a multichannel retailer.

Jane Elfers, president and CEO, 
The Children's 
Place
Jane Elfers joined The Children's Place, a cross-channel retailer of children's apparel, as president and CEO in January 2010. Elfers is also a member 
of the company's board of 
directors. Prior to The Children's Place, Elfers held positions of increasing responsibility with Lord & Taylor, culminating in her appointment as president 
and CEO, a position she held 
for nine years. Elfers began her retail career at Macy's, rising to buyer.
* Tip: Deliver a consistent and compelling message across all marketing channels. Self-directed purchasing is where the customer is headed. Our job is to make sure they can shop our brand when and where they choose.

Wanda Gierhart, senior vice president and chief marketing 
officer, The Neiman Marcus Group
Wanda Gierhart is senior vice president and chief marketing officer for The Neiman Marcus Group (NMG), a cross-channel retailer of luxury and designer merchandise. Gierhart oversees all aspects of marketing and branding for NMG's prestigious portfolio of brands, specializing in creating a total customer experience across multiple channels with expertise in strategic planning, direct marketing, e-commerce, merchandising and retail management. Gierhart joined NMG in 2009. Previously, Gierhart served as president and CEO, TravelSmith Outfitters; executive vice president of merchandising and marketing, design within reach; and executive vice president and chief marketing officer, Limited Brands.
* Tip: To succeed in cross-channel marketing, it's imperative you adopt a centralized view of your customers' behavior across all channels. You need to be aware of how customers choose to engage with your brand. In order to have a centralized view of your brand from a marketing and creative standpoint, you need a single leader from marketing who can drive, optimize and create synergy between all channels, vehicles and new technologies.

Denise Incandela, executive vice president and president of Saks Direct, 
Saks Fifth Avenue
Denise Incandela is executive vice president and president of Saks Fifth Avenue's direct business, which includes both Saks.com and Fashionfix, Saks Fifth Avenue's off-price flash-sale site. Incandela is responsible for guiding Saks Direct's long-term strategy and overseeing day-to-day operations. This includes merchandising, marketing, creative, operations, IT, fulfillment and customer service for both businesses. Incandela also serves on Saks Fifth Avenue's executive committee. Prior to her role as president of Saks Direct, Incandela was senior vice president of business development, CRM and Saks Direct. She joined Saks Fifth Avenue in 1999 to launch Saks.com, and since then has aggressively grown Saks Direct to be a destination for high-end online fashion.
* Tip: When you take a customer-centric approach in determining your company's priorities, cross-channel success becomes critical. For Saks Fifth Avenue, that means sharing inventory across channels, mining our customer database with one view and ensuring our marketing is integrated.

Susan Gregg Koger, chief creative officer 
and co-founder, ModCloth
Susan Gregg Koger is the chief creative officer and co-founder of ModCloth, an online retailer of independent designer fashion and decor. Koger started ModCloth when she was just 17, taking her love of thrifting to start an online business. Koger operated ModCloth out of dorm rooms and basements for four years, and after graduating from Carnegie Mellon University in 2006, she and husband/co-founder Eric Koger made the decision to expand and sell vintage-inspired clothing from talented indie designers around the world. ModCloth has grown from its humble beginnings into a thriving business with over 250 employees.
* Tip: Above all else, know your customer. Figure out what role you play in his/her life and find a way to converse on a personal level. Ask thoughtful questions and always be a good listener!

Kay Krill, president and CEO, 
Ann Inc.
Kay Krill is president and CEO of Ann Inc., a cross-channel retailer of specialty apparel for women. Krill has dedicated her career to influencing, shaping and defining the ever-changing landscape of women's specialty retail. As president and CEO of Ann Inc., Krill has a passionate commitment to the company's family of brands, Ann Taylor and LOFT. Krill is widely recognized as a successful and innovative brand builder in the retail industry, notably for her work in the development and growth of the company's LOFT concept, which has become a $1 billion business and one of the fastest growing concepts in women's apparel.
* Tip: Put your client first in everything you do. We're committed to creating a seamless, multichannel experience for her. Our sole purpose is to inspire and connect with her whenever and wherever she shops.

Julie Krueger, senior vice president, e-commerce and direct, OfficeMax
Julie Krueger joined OfficeMax in early 2006 as vice president, marketing and advertising and was promoted to senior vice president, e-commerce and direct in 2009. In her current role, Krueger is responsible for the company's e-commerce, direct mail and catalog businesses, including OfficeMax.com, OfficeSolutions.com, OfficeMax catalog and the Reliable brand business. Krueger's responsibilities encompass OfficeMax's direct and email marketing efforts, including the development of a new concentration on targeted marketing efforts to its enterprise customer segment. Prior to joining OfficeMax, Krueger spent 15 years in marketing positions with Sears, NEC Technologies and Helene Curtis.
* Tip: Cross-channel retailers need to remember the qualitative and quantitative advantages of being a multichannel retailer vs. what pure-play online retailers lack. Multichannel retailers have the advantage of providing opportunities for customers to interact with products, information and services at various points of intersection that ultimately help them make smarter purchasing decisions. Being present and available to assist wherever a consumer is in his/her shopping journey allows them to view cross-channel retailers as more than just a place to buy product — we help them build confidence and satisfaction in their purchasing decisions.

Barbara Levy, senior strategy 
consultant, 
ideeli
Barbara Levy is senior strategy consultant at ideeli, a members-only shopping community that offers authentic luxury items at preferential prices. Since assuming her position at ideeli in September 2010, Levy has galvanized and continued to build the brand's merchandising team while devising new strategies for vendor and brand engagement. Levy devotes her considerable experience to the alignment of merchandising function with the strategic direction of the company. She continues to strengthen ideeli's reporting and analytics systems while providing leadership as the company fast-tracks its relationship building across a portfolio of brands. Levy joined ideeli from Ross Stores, where she occupied a number of leadership positions during her 15-year tenure.
* Tip: It's about providing great product and value to customers, while listening to what they have to say and understanding what they want. At the same time, listen to your team, be humble and maintain a sense of urgency — always.

Susan Lyne, chairman,
 Gilt Groupe
Susan Lyne is chairman of Gilt Groupe, an invitation-only shopping site that offers a curated selection of merchandise at discounted prices via flash sales. Lyne joined Gilt Groupe as CEO in September 2008, less than a year after the company's launch as a women's apparel and accessories brand. Today Gilt Groupe has over 3 million members, 500 employees and operates six business lines in the U.S., as well as being the leading flash-sale site in Japan. Susan assumed the role of chairman in September 2010. Prior to joining Gilt Groupe, Lyne was president and CEO of Martha Stewart Living Omnimedia, where she steered the company's recovery and return to profitability, led by a three-fold increase in advertising revenue and the diversification of its merchandising business.
* Tip: Pay attention to mobile apps. They're creating a whole new shopping channel — the-five-
minutes-before-your-next-
appointment channel.

Cindy Marshall, chief marketing officer, Performance Bicycle
Cindy Marshall is chief marketing officer of Performance Bicycle, a $250 million cross-channel retailer. Marshall has over 25 years of traditional cross-channel direct marketing experience. Most recently, Marshall was president of Pace Communication's e-commerce division, and head of marketing, e-commerce and brand for The Vermont Country Store, where she was responsible for driving cross-channel sales and profits. Marshall's background includes senior-level positions at Ross-Simons, eZiba.com, L.L.Bean, Appleseeds, J. Jill and The Walking Magazine. Marshall is currently the vice president of NEMOA.
* Tip: Treat your customers as boss. Learn everything about them in order to deliver a relevant and engaging brand-building experience. Don't treat everyone equally.

Margaret Moraskie, senior vice president of marketing, 
Boston Proper
Margaret Moraskie is the senior vice president of marketing for Boston Proper, a cross-channel retailer of high-end women's apparel and accessories. With over 20 years of retailing experience, 15 of which have been spent at Boston Proper, Moraskie is responsible for delivering the brand, image, message and vision of the company. Focused on strategic solutions, Moraskie oversees Boston Proper's e-commerce, public relations, circulation, catalog and social media efforts. Leading the company's online efforts since 1999, Moraskie has grown sales of that channel to 70 percent of total company sales.
* Tip: Succeeding in cross-channel retailing takes four things: great merchandise, staying true to your brand at all times and a clear vision of the customer. And, of course, teamwork!

Hope Neiman, chief marketing officer, ShoeDazzle
Hope Neiman is the chief marketing officer for ShoeDazzle, an online styling service and social commerce site. Neiman oversees multiple teams, including marketing, business development, public relations, creative and consumer experience. Prior to joining ShoeDazzle, Neiman served as vice president of online and e-commerce for Beachbody, where she oversaw consumer-facing online initiatives. With more than 20 years of executive-level consumer marketing experience, Neiman has built and expanded a variety of well-known consumer brands online, including P90X, Disney and Right Start.
* Tip: Speak with one brand voice. While disparate teams may work on different initiatives, each needs a singular understanding of what your brand is. It's the only way to garner the trust of consumers across channels.

Audrey Nizen, senior vice president of creative services, Bloomingdale's
Audrey Nizen is the senior vice president and creative director of marketing at Bloomingdale's, the iconic American department store. Nizen joined Bloomingdale's as senior vice president, creative director in 2003, and injected the brand's identity with a modern, tech-savvy and fashion-forward sensibility. Nizen began her marketing career as vice president at Sasson Jeans, helping to expand the brand's customer base from 3 million to 300 million. In 1983, Nizen joined Macy's as broadcast director, where she was ultimately promoted to group vice president and creative/marketing director.
* Tip: Hear the customer and keep it simple! To create a direct conversation, it's critical to tailor the story to its medium. The voice on Facebook is one voice, the email voice another, which is different from the viral video voice … on and on.