Coffee N° 5 with Lara Schmoisman: Episode Summary

Title: The Real Strategy Behind Retail Events with Elizabeth Robillard
Host: Lara Schmoisman
Guest: Elizabeth Robillard
Release Date: June 10, 2025

In this engaging episode of Coffee N° 5, host Lara Schmoisman delves into the intricate strategies behind successful retail events with Elizabeth Robillard, a key figure at Etail. As a market research and events company, Etail plays a pivotal role in shaping industry conversations and trends through meticulously planned events. This summary captures the essence of their discussion, highlighting critical insights and actionable strategies for business growth in the competitive retail landscape.

1. Introduction to Elizabeth Robillard and Her Role at Etail

The episode begins with Lara welcoming Elizabeth Robillard, who holds a significant position at Etail. Elizabeth elaborates on her responsibilities, emphasizing the dual nature of Etail as both a market research and events company.

Elizabeth Robillard [01:18]: "We are both a market research company and an events company. We do research with folks in different industries and use that data to set the agenda for our events."

Elizabeth explains that her team conducts extensive research, often involving 60 to 80 calls with industry professionals, to identify current challenges, opportunities, and emerging trends. This research directly informs the topics and content of Etail’s programs, ensuring that events are both relevant and valuable to attendees.

2. Strategic Event Planning Amid Market Volatility

Lara raises a pertinent question about the challenges of planning events years in advance, especially in volatile markets influenced by factors like tariffs.

Lara Schmoisman [02:44]: "How do you mitigate the risk of market changes affecting the relevance of your event content?"

Elizabeth acknowledges the difficulty but shares a strategic approach:

Elizabeth Robillard [03:24]: "We take a 30,000-foot view to ensure our keynote topics have evergreen takeaways, even if the specifics are timely."

She uses the example of planning for Palm Springs 2026 amidst current uncertainties, focusing on long-term lessons and adaptable strategies that remain pertinent regardless of immediate market shifts.

3. Post-COVID Adaptations and Technological Investments

The conversation shifts to the impact of COVID-19 on event planning and business strategies. Elizabeth notes that the pandemic forced businesses to rethink their operations, leading to a focus on resilience and adaptability.

Elizabeth Robillard [05:25]: "People are rethinking how they exist and what their businesses look like during times of volatility."

Additionally, she discusses the recent influx of investments in new technologies and the subsequent need for businesses to audit and streamline these technologies in response to economic downturns.

4. Balancing Content and Technology in Events

Lara probes into how Etail balances its dual focus on content and technology, especially when selecting technology providers for event panels.

Lara Schmoisman [06:13]: "How do you choose certain technology to be part of your panels or not?"

Elizabeth emphasizes a content-first approach:

Elizabeth Robillard [06:31]: "Our goal is always to put the content first. We ensure that solution providers align with our content themes and can genuinely contribute to the discussion."

This strategy ensures that the technology showcased is not only relevant but also enhances the overall value of the event.

5. Differentiating Events Across Locations

The duo explores the nuances of organizing events in various locations like Boston, Palm Springs, and London. Elizabeth explains that each event undergoes its own research cycle, tailored to the specific regional audience.

Elizabeth Robillard [07:41]: "The Boston show tends to feel a little bit more academic and data-focused, while Palm Springs is more buzzy and brand-driven."

The proximity to institutions like Harvard and MIT gives the Boston event a more technical edge, whereas Palm Springs attracts a vibrant, brand-centric crowd. This localized customization ensures that each event resonates deeply with its attendees.

6. Navigating a Subdivided Global Market

Lara brings up concerns about increasing global subdivision due to tariffs and logistical challenges, questioning its impact on retail events.

Lara Schmoisman [08:59]: "Do you see or perceive this [global subdivision] as a challenge for the events?"

Elizabeth concurs, highlighting that any significant changes in retail operations inevitably affect event dynamics.

Elizabeth Robillard [09:18]: "Conferences can be a challenging industry to work in during times of change, but our goal is to provide a space where retailers can find answers and network."

She emphasizes the importance of events as hubs for learning and collaboration, especially when retailers face common challenges like tariffs.

7. Retailer Dynamics and Competition at Etail Events

The discussion moves to the dynamics among retailers attending Etail events, particularly when multiple companies offer similar products or services.

Elizabeth Robillard [10:49]: "This industry is really into sharing and networking. There's not a lot of animosity or competition in that regard."

Elizabeth notes that the retail community at Etail events is collaborative, with a shared interest in advancing the industry. While occasional reluctance to share strategies may occur, the overall environment fosters mutual growth and support.

8. Side Events and External Networking Opportunities

Lara addresses the prevalence of side events and parties surrounding Etail conferences, questioning how Etail perceives and manages these external gatherings.

Elizabeth Robillard [12:09]: "We're trying to work more with folks who are putting on outside events. As long as they partner with us, we think it's great."

Elizabeth appreciates the enthusiasm for additional networking opportunities, viewing them as extensions of the main event that enhance the overall attendee experience.

9. Current Industry Trends: AI and Evolving Search Strategies

A significant portion of the conversation centers on the saturation of AI discussions within the retail industry and its practical applications.

Lara Schmoisman [13:08]: "Is AI over? I feel like we're not putting enough attention on other things."

Elizabeth acknowledges the fatigue but stresses the ongoing relevance of AI when approached with specific, tactical use cases.

Elizabeth Robillard [14:00]: "We're still in a nascent phase of AI with some great bite-sized use cases, but no overarching ecosystem-wide applications yet."

They also explore the evolution of search and discovery, noting that AI has transformed how consumers find products across various platforms.

Elizabeth Robillard [16:55]: "Discovery and search are a whole new world, especially with the explosion in AI capabilities."

10. Challenges with AI Implementation and Data Governance

Lara shares an unpopular opinion that many brands struggle with effectively using AI due to inadequate training and data governance.

Lara Schmoisman [15:32]: "People don't know how to use prompts or educate AI, leading to ineffective implementations."

Elizabeth agrees, highlighting the necessity of clean, well-governed data as a foundation for successful AI applications.

Elizabeth Robillard [15:57]: "AI requires clean, well-housed data and robust data governance."

She emphasizes that without proper training and data management, AI tools cannot deliver their full potential.

11. Integrating SEO Across Multiple Platforms

The conversation transitions to the complexities of SEO in a multi-platform ecosystem, where consistency and integration are crucial.

Lara Schmoisman [17:34]: "Brands are fragmenting their messaging by working with different companies for SEO, social media, and email, rather than having a unified strategy."

Elizabeth acknowledges the difficulty but underscores the importance of a cohesive approach to SEO that spans various channels.

Elizabeth Robillard [17:44]: "It's tough to control messaging across all touchpoints, but a unified SEO strategy is essential in today's interconnected landscape."

12. Content Strategy for Diverse Audiences

Lara and Elizabeth discuss the challenges of creating consistent and relevant content for Etail’s varied audience, which includes both professionals and brands with different skill levels.

Elizabeth Robillard [21:53]: "We have to make sure that our content caters to everyone, from those just entering roles to seasoned experts."

Elizabeth emphasizes the importance of diverse content that addresses the specific needs and skill levels of all attendees, ensuring that each session provides value.

13. Attendee Motivations and Experience at Etail Events

When asked about what attendees seek from Etail events, Elizabeth provides a comprehensive answer, highlighting multiple motivations.

Elizabeth Robillard [23:38]: "E. All of the above. People come for the content, to network, and for those magical moments where they find solutions unexpectedly."

She describes how attendees not only gain knowledge but also build valuable connections and experience serendipitous problem-solving interactions.

14. Upcoming Etail Events and Initiatives

In the final segment, Elizabeth shares exciting updates about upcoming Etail events, particularly the rebranding of their awards ceremony.

Elizabeth Robillard [24:52]: "We are bringing back our awards as the Etail Visionary Awards at the House of Blues in Boston, with four different categories."

Additionally, she announces the introduction of local store tours, offering attendees firsthand insights into retail operations.

Elizabeth Robillard [25:39]: "For the first time, we're including local store tours around Boston, allowing attendees to explore and learn from local retail successes."

Conclusion

Lara wraps up the episode by thanking Elizabeth for her valuable insights, underscoring the importance of strategic event planning, adaptive content creation, and leveraging technology effectively. Listeners are encouraged to stay tuned for more expert discussions aimed at helping businesses thrive.

Lara Schmoisman [26:19]: "Catch you on the flip side. Ciao."

Key Takeaways:

• Research-Driven Events: Comprehensive market research is essential for setting relevant event agendas.
• Adaptability: Planning must account for market volatility and unforeseen changes, ensuring content remains evergreen.
• Content Over Technology: Prioritizing content quality ensures technology serves to enhance, not overshadow, the main message.
• Localized Customization: Tailoring events to regional audiences increases relevance and engagement.
• Collaborative Industry Culture: A supportive and collaborative environment fosters mutual growth among retailers.
• AI and Search Evolution: While AI remains a hot topic, practical, specific applications and strong data governance are crucial for success.
• Unified SEO Strategy: Integrating SEO efforts across all platforms prevents message fragmentation and ensures consistency.
• Diverse Content for Diverse Audiences: Catering to varying skill levels and roles maximizes event value for all attendees.
• Comprehensive Attendee Experience: Balancing educational content with networking opportunities creates a holistic and enriching event experience.

This episode of Coffee N° 5 offers invaluable insights into the strategic planning and execution of successful retail events, emphasizing the importance of research, adaptability, and cohesive content strategies in fostering industry growth and innovation.