Presentation for a talk on the PREMIUM exhibition, Berlin, Juli 2, 2009.

1. Successfully Conquering
New Markets Using E-Commerce

2. Chances and Challenges of
Selling in New Markets
Chances Challenges
Finding new customers Understanding foreign behaviour
Promoting new products Finding the right product mix
Tapping additional revenues Managing costs effectively
... ...
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3. Thesis:
E-Commerce has become a very
powerful channel for conquering new
markets.

4. Thesis:
E-Commerce has become a very
powerful channel for conquering new
markets.
Option:
With e-commerce outsourcing
you can be a lot faster
tapping your online sales potential

5. E-Commerce Chances:
Follow the Regional Brand-
Interest for „hilfiger“ in different countries and states:
Find the
markets with
the highest
online interest
in your brand
and product
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6. Selling Space for New Products:
Use Temporary and Regional
Interest for „Crocs“ over Time in different regions:
World
Create the
highest
Sweden effiency by
adapting to
temporary
trends
Germany
Source: Google Insights
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7. offline kaufen
The Online Platform as the Central
Hub for Information and
Hang tag
Catalogue
Classic Communication TV/Radio
Print
POS
Online Local
Platform Store
research online
purchase offline
Display (ROPO)
SEO SEA
Online Marketing
Affiliates
E-Mail
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8. Well-Known To All Of Us:
E-Commerce Challenges
Finding the most profitable target customers
Engaging them in the offer, make them return
Providing inspiration and excellent service
Putting the customers in control fulfilling their desire
Finding ways to stem against price pressure
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9. Additional Challenge Today:
Consumers‘ Expectations Rise
What consumers
expect of any
e-commerce
offering
inspiration
relevance
performance
working at all reliability
some years ago today
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10. What It‘s Made Of:
The E-Commerce Stack
Online Marketing finding enough consumers at reasonable cost
Online Storefront getting their attention, presenting an easy entry
Product Presentation staging the product, making it tangible
providing a secure order process
Fulfillment
and fast delivery
E-Commerce Mgmt. staying in control of it all!
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11. A brief (3-step) journey
into the complexity
of an international e-commerce project

12. Step 1: Research
Where is the greatest potential for your product?
(countries, target groups)
How strong is your local brand awareness?
Do you have any local presence and experience?
What are your strongest competitors and how do they sell?
Are there explicit local patterns in customer behaviour?
Defining a general strategy and adapting it locally
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13. Some Examples for Differences in
Local Behaviour
France:
_ buy 3 for the price of 2 promotions are a must
_ some extra in the parcel also might not hurt
UK:
_ online marketing is expensive
_ will you be able to establish a profitable business?
Poland:
_ Polish love price reductions
_ they come into your shop quickly, but are away as fast
Austria:
_ is fairly easy to handle if you have a German shop
_ but donʻt treat the Austrians like Germans!
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14. Step 2: Build the Platform
Typical requirements for an international e-commerce
plattform:
_ one inventory per region, different pricing per country
_ multi-lingual, multi-tax ... order process
_ different promotions for each country
_ different risk profiles / risk checks and payment methods
_ different delivery conditions (providers, timings, fees)
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15. Already Running a Website?
Options For Your Platform Strategy
2 Options
Enhance Existing Platform Rollout on New Platform
Rollout Consolidation
more planning effort, higher risk more flexibilty, more speed
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16. Step 3: Rollout and Optimisation
Step By Step:
_ A good plan would not hurt!
_ Keep your eye on details
_ Donʻt do everything at once
_ Best practice: Complete each rollout every 1-3 months
_ Watch your KPIs closely and regularly
_ Listen to your customers
_ Be ready for local measures to push your business
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17. E-Commerce Outsourcing
is an Option For Many E-Com
Online Marketing applying the variety of possibilites
Online Storefront strong brand-aware and inspiring platform
Product Presentation great quality for the best product experience
Fulfillment handling orders quickly and effienciently
E-Commerce Mgmt. managing the product catalogue and all processes
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18. A few words on
next commerce

19. The Offer: One-Stop E-Commerce
„From Google To Home Delivery“
Online Marketing Online Shop Fulfillment
Our Mission:
creating true fans for your brand
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20. next commerce - Company Profile
• next commerce is made to
make established brands successful
in their e-commerce mission.
• With next commerce we have
a new business and IT platform to share
13 years of e-commerce knowledge
at SinnerSchrader.
• We select the best-of-breed components
and align them for building and running
a state-of-the-art e-commerce solution.
• We get paid by results, not efforts.
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21. next commerce as part of the
SinnerSchrader group
SinnerSchrader AG
SinnerSchrader Dtld..
Spot Media AG S2 Media/Adbalance next commerce
GmbH
Interactive Agency Performance Marketing E-Commerce Outsourcing
Interactive Agency
Core Business Production Online Marketing E-Commerce
Full-Service Agency: Content Agency Performance Full Service
Consulting, (since 01/2008): Marketing 2.0: E-Commerce
Experience Design, E-Commerce, Leading Profiling, Management,
Concept, Catalogue Targeting & General
Technology, Management, Ad Management Contracting
Hosting E-Mail Marketing Technology
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22. Our Mission: Putting the
Consumer
E-CRM
Fulfillment
Sales /
Potential
Revenue
Online
Marketing
Online Shop
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23. For further discussion,
please find us
in the web.mobile forum!
Moritz Koch
Managing Director
next commerce GmbH
m.koch@next-commerce.com
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