Speaker: Donata Maggipinto, Creative Director, Content, Walmart

The right content on ecommerce sites drives conversion as well as attracts new customers at the top of the funnel. A rich blend of original and branded content offered at different points in the customer journey provides educational support during the research phase, instills confidence in purchase decisions, and engenders customer loyalty and repeat visits. See how the largest retailer in the world is using content to become its customers' trusted resource for inspired solutions and valuable information, driving sales lift both online and in-store while helping them live well for less.

Take-aways:

• How to leverage content at retail to build customer trust and guide the customer on the path to and through purchase.
• A mix of storytelling, inspiration and education can influence customer behavior and drive both in-store and online sales.
• How and why content from supplier brands works on a retailer's site.