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Richard Last

Lecturer in Digital Retail - University of North Texas
Chairman Emeritus of the Board of Directors - Shop.org
Founder - JCPenney.com (retired)

Beyond the Demographic Group: Using Technology to Build Smarter Customer Segmentation that Leads to Better Retention and Returns

Richard E. Last is currently lecturing at the University of North Texas where he leads their new Digital Retail major, a unique program among U.S. Universities. Mr. Last has over 20 years of experience in Digital Retailing. Under Mr. Last’s leadership, JCPenney began selling merchandise via the Web in October 1994, the first Department Store online, and by 2005, the first $1Billion Apparel and Home Furnishings website. Prior to jcp.com, Mr. Last led various electronic retailing efforts for JCPenney including online services and interactive TV. He also led JCPenney’s international expansion of its catalog business in the 90’s in the UK, Japan, Mexico, and Chile. From 2007 through 2011, Mr. Last served as Chairman of the Board of Directors of Shop.org, the world’s leading membership community for digital retail. He continues to serve on the Shop.org Board.. Mr. Last is on the Board of Directors of Commercial Connect, LLC. He also serves on the Advisory Board of TagMan, the Advisory Board of The Abundant Closet LLC, and the Advisory Board of Invodo. He is on the Editorial Board of ROI Magazine (Retail Online Integration). He also served on the Board of Directors of the National Retail Federation Foundation during from 2010 through 2011.