Different strategies

1. 1
Ecommerce UK
‘Going Global’
9th May 2013
@ecommerceli
#ecommerceuk

2. You’ve just had a tough day and
you probably feel like this
6

3. You’d rather be doing this?
7

4. 4
Thank You’s
• The attendees, without you, we have no one to share insight with
• Presenters for sharing insight: Dave Elston, Jan Mehmet, Bianca
Mercer, Gabrielle Hase
• Tonight’s sponsor without whom this event wouldn’t take place:
• Practicology team here tonight: Mark, Jeremy, Nupur, Lee, Ed,
James, Volha, Raimundo, Jordan, Beata, Carlene, Laura (My wife)
• Cathy Crawley, my co host
• Jonathan Hall and Cranberry Panda for filming
• Dan Barker for tweeting
• Antony Alexandrou for photography www.3aphotography.com

5. Agenda
• Introduction: Martin Newman, CEO Practicology
• Presentations:
– Dave Elston, Head of eCommerce Europe, Clarks
– Jan Mehmet, ex eCommerce Director, Fit Flop
– John Muir, MD eCargo and Ken Ardali, Grand eBazaar
– Bianca Mercer, Head of eCommerce, International
– Gabrielle Hase, Director, Soleberry
– Q&A
• The bar

6. Practicology credentials

7. Deep experience of the team:
We’ve all been at the coal face!

8. We’re all retailers:
We’ve owned the eCommerce P&L for the following brands:

9. We’re 100% focused on client’s
profitability

10. We’re a good bunch

11. Services Overview
Strategy
Development
Commercial
Planning
Technology
Selection
Organisational
Change
Analytics & BI
Conversion
Rate
Optimisation
Customer
Insight
UX & Usability
Design
Digital
Marketing
Trading
Services

12. Our Clients

13. Some Insight

14. • 40% of shoppers in the EU now use the internet to
buy goods and services
• Within the next five years cross-border trade is
expected to account for 20% of all ecommerce
(Retail Week, Sep 12)

15. %of total retail sales growingnicely at 6.9%
Consumer electronics and clothing are the biggest

16. What’s happening now in terms of
strategy and approach?

17. 6 strategies in play
1. Do nothing: Don’t allow anyone to buy from overseas
2. Standardisation: Switch on the buy button only
3. Adaptation: Localise some aspects
4. Localisation: Fully localise the customer proposition online
5. Multi channel market entry: Lead with online, open stores
6. Lead with stores: Then localise online

18. 1. Do nothing

19. 2. They’ve switched on the buy button,
but that’s all

20. 3. Adaptation = localise some aspects

21. Adaptation is pretty half-
hearted…language is still English

22. Currency is the only thing to have visibly
changed

23. 4. Then there’s
“the full monty”

24. Local language, payment, currency,
customer service

25. Hey, the World speak’s English!

26. No they don’t…‘Wieviel kostet das?’

27. Why is it so important to give foreign
nationals a local language site?

29. Cross border sales are growing...but
localised propositions work best

30. 5. Web then stores

31. 6. Stores then localised web

32. Is it worth doing?

33. You better believe it!

34. Just ask ASOS…
International sales are up nearly 200%+
Now over 50% of their sales = £300m - £400m

35. 3 jumbos a week to Australia
£1.25m-£1.5m a week

36. Cloggs take 15% of total sales through Cloggs.eu = £3m
With France and Germany being the biggest markets

37. I’d have the BRIC on my roadmap

38. Our Speakers