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Hear from Google's President of Retail & Shopping
To view= this email as a web page, click here

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Shoptalk=E2=80=99s Two-Year Anniversary: From Zero to 7,500

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Exactly two years ago--on September 22, 2015--we announced the launch of= Shoptalk. Today, we are on the brink of hosting an event in Las Vegas with= more than 7,500 attendees and 700 CEOs. Below are a few words on the journ= ey over these past two years and our plans for the future.

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Our thesis from the beginning--not universally shared by others at the t= ime--was that big shifts in technology and consumer behavior were about to = reach a tipping point and cause retail to undergo extraordinary changes, sh= aking the industry to its core. On the verge of disruption in every way ima= ginable, we knew the industry would need help during the upcoming years of = uncertainty and opportunity. We believed that a new industry event could fo= rm the base of that much-needed support, but we didn=E2=80=99t believe that= a traditional events model would work.

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We got to work, drawing on our backgro= unds as tech entrepreneurs and retail analysts--none of us were career even= ts professionals--to create a new, unique product that serves an unmet need= and does not compromise on quality in any way. Our first job was to elimin= ate the extensive fragmentation of retail and ecommerce professionals which= existed in literally every way you can slice it: Between stores and online= divisions; startups and established companies. We weren=E2=80=99t beholden= to any one group, and we believed the industry needed to remake itself thr= ough a fresh and unified community. We committed ourselves for the long ter= m as well as significant amounts of personal financial resources to make th= is a powerful reality.

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We kicked off our inaugural event in spring of 2016...<= span style=3D"font-weight: 400;"> As we prepared for our first event, we ta= lked to dozens of people to understand the perspectives of all the differen= t groups we aimed to bring together. In an effort to craft the dialogue tha= t would help them all, we drafted and discarded multiple versions of the ag= enda. We spent countless hours debating the topics that would be most usefu= l to our audience and how they all fit together. We were uncompromising in = whom we selected as speakers, rejecting the industry norm of =E2=80=9Cpay-t= o-play=E2=80=9D presentations. No one else had attempted anything like this= , and when we walked onto the stage to kick off Shoptalk 2016, it was not w= ithout anxiety as we hoped our content, speaker lineup and the overall expe= rience would wow the 3,100+ senior-level attendees who had flown to Vegas t= o be a part of our newly defined community. Thankfully, the feedback was ov= erwhelmingly positive and we could exhale as we wrapped up a hugely success= ful industry gathering.

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...and learned a tremendous amount in year one. Did we get everything right in our first year? A= bsolutely not. In fact, that wasn=E2=80=99t our goal. We had intentionally = experimented with many =E2=80=9Cfirsts=E2=80=9D for an industry event and g= ot enough right that we now had a template, allowing us to focus on the thi= ngs we needed to improve. People from throughout the industry approached us= in droves with suggestions and requests--they wanted to help us so we coul= d help them. We added a whole set of new formats for our sessions so attend= ees wouldn=E2=80=99t suffer from =E2=80=9Cpanel fatigue=E2=80=9D and length= ened our sessions. We moved away from some topics and toward others like su= pply chain. We got a much better sense of what the industry needed and how = Shoptalk could help fill that void.

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We expanded our community in year two... As we dove into preparing our second annual Shoptalk, w= e=E2=80=99d managed to show the naysayers that we were onto something very = important. Even with an absolutely phenomenal speaker lineup in our very fi= rst year, we were able to increase the number and seniority of speakers onc= e the industry understood the value Shoptalk provided. We no longer heard, = =E2=80=9CRetail doesn=E2=80=99t need another event=E2=80=9D or =E2=80=9CRet= ailers aren=E2=80=99t going to fly to Vegas=E2=80=9D. In fact, our choice o= f Las Vegas had been very deliberate. When you hold events in places like N= ew York, San Francisco or London, you become one small part of people=E2=80= =99s schedules--attendees come and go in between meetings and other obligat= ions in the city. We wanted to build a community where everyone learns, ana= lyzes and socializes together<= /span>.

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...while addressing key industry challenges. To that end, we redoubled our efforts going into ou= r second show and took on more of the issues that we felt plagued retail, s= uch as industry networking--which everyone agreed was entirely broken. We i= ntroduced curated programs to help retailers learn about new solutions and = discover new companies. We also recognized that retail budgets were becomin= g increasingly limited just as the need to learn had become paramount, and = so we identified novel ways to provide retailers with free tickets and trav= el to Shoptalk. Our approach resonated: By year two, Shoptalk had grown by = 80% and sold out at 5,600 attendees. People told us Shoptalk was the best e= vent they=E2=80=99d ever attended, and that motivated us to want to provide= even more value to them.

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We launched Shoptalk Europe.... Not being ones to let the grass grow under our feet, as we came = out of the second Shoptalk in Las Vegas, we had already embarked on our nex= t show, Shoptalk Europe, which will feature over 225 speakers and sell out = at 2,250 attendees this October. With a primary focus on Europe--and drawin= g from around the world--Shoptalk Europe will follow a similar format to ou= r U.S. show but transcend borders even more than our past events with speak= ers coming from more than 25 countries.

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...and subsequently a more global Shoptalk 2018. As we built Shoptalk Europe for 2017, we realiz= ed the power of an international community with a wide range of different u= se cases and viewpoints. We decided the industry would benefit most in 2018= from a single global event that brings together the most innovative retail= ers, consumer brands, technology companies, investors, analysts and others = from around the world. So, we made a bold, counterintuit= ive move given the overwhelming success of Shoptalk Europe: We decided to c= ombine Shoptalk=E2=80=99s U.S. and European events into one truly global vi= ew of retail to be held in Las Vegas in March 2018. Over 20% of our 400+ speakers will come from outsi= de the U.S., with a particular focus on groundbreaking European companies--= we=E2=80=99ll also feature speakers from other hubs of global innovation su= ch as Israel and China. Additionally, we=E2=80=99re expanding in the one ma= jor area of retail just starting to be disrupted by digital channels: Shopt= alk 2018 will include an entirely new track dedicated to grocery and CPG, o= ur first-ever content focused exclusively on a particular industry.<= /p>=20

As we move forward into 2018 and beyon= d, we will continue to assemble the world=E2=80=99s absolute best lineup of= speakers, attendees and sponsors while creating the best on-site experienc= e we can imagine. It requires an incredible amount of courage and hard work= to build a brand new community and dialogue that extends globally and make= s a meaningful difference. That=E2=80=99s our one and only passion at Shopt= alk.

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We hope you=E2=80=99ll join us for ret= ail=E2=80=99s groundbreaking new journey and look forward to seeing you at = Shoptalk for many years to come!

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Anil D. Aggarwal   =     Zia Daniell Wigder  &nbs= p;                Caroline Farley

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Founder & CEO    =    Chief Global Content Officer=      Head of = Growth

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3D""

This email was sent to marty@transocea= n.com. If you no longer wish to receive these emails you may unsubscribe at any time.

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