The document discusses the challenges and considerations for an ecommerce retailer expanding internationally. It outlines Boohoo's experience launching in 9 countries beyond the UK in the last 4 years. Key challenges include technological differences in online shopping expectations, product and styling variations needed across markets, and marketing differences like calendar timing and influencer impact. Other hurdles involve building delivery networks, paying customs/duties, hiring local support teams, and creating a localized customer experience to build trust in new markets. The document advocates starting small, testing strategies, and repeating successes as a company grows its international presence.

1. Kelly Byrne
Digital Marketing in the Retail Sector

2. Ex panding Ac ros s
I n t e r n a t i o n a l B o r d e r s
K e l l y B y r n e – H e a d o f I n t e r n a t i o n a l M a r k e t i n g

4. E c o m m e r c e R e t a i l i n g
• Boohoo launched 9 years ago
• Scalable operation globally
• UK test bed, international
expansion 4 years ago
• One brand – 180 different sets of
expectations
• Challenging millennial customer
base
• Highly competitive and fast
growing area of the market

5. F i r s t s t e p s
• Assess current trade
• Correlate with business fit
• Look at where your competitors are operating
• Discuss potential with industry bodies
• Evaluate current pricing strategy
• Get to know the market
• On the ground support

6. K e y C o n s i d e r a t i o n s
Technological Challenges
• Online shopping expectations
• IT infrastructure
Product and Styling Challenges
• Stock package
• Styling and merchandising
• Model choices

7. K e y C o n s i d e r a t i o n s
New In
Australia UK

8. K e y C o n s i d e r a t i o n s
Marketing Challenges
• Conversion barriers
• International marketing calendars
• Mobile/tablet usage
• Uptake of social media
• Media consumption
• Marketing costs variance internationally
• Celebrity impact
• Digital infrastructure
• Local vs international decision
• Scale of countries

9. K e y C o n s i d e r a t i o n s
Delivery Challenges
• Distribution network
• Customer expectations of
delivery
• Taxes and duty
• Payment acceptance
Resource Challenges
• Team structure for
international growth
• In market resource and
support

10. B u i l d i n g , R e t a i n i n g a n d I n c r e a s i n g T r u s t a n d
C o n f i d e n c e
• Building trust – Endorsement by leading press, bloggers and famous faces
• Be honest
• Local language customer support
• Localised geographical content
• Relevant CRM strategy Trust marks by country Payment methods localised
• Clear delivery and returns policy
• Social seal of approval

11. B u i l d i n g , R e t a i n i n g a n d I n c r e a s i n g T r u s t a n d
C o n f i d e n c e

12. I n t e r n a t i o n a l v s L o c a l i s e d
• Glocalised
• Being an international brand adds a layer of kudos and desire
• All about relevance in marketing
• Give them what they expect and more
• Use social media and social influencers
• Work with internationally relevant people to cover off global appeal
• Being localised helps build trust and emotional connection

13. I n t e r n a t i o n a l v s L o c a l i s e d

14. T e s t & R e p e a t
• Product strategy
• Ecommerce journey
• Marketing investment
• Resource
START SMALL = GAIN SHARE = BUILD UP

15. Digital Marketing in the Retail Sector
Roundtable Question
What are the obstacles in taking your brand international?
How could you overcome these?