1. Google Confidential and Proprietary 1Google Confidential and Proprietary 1
Britain’s Retail e-mpire
Martijn Bertisen

2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2

3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3
UK
is
the
leader
in
the
world
for
e-­‐commerce
Internet
economy
has
an
export
surplus
13%
of
all
purchases
done
online
£120bn
internet
economy
Highest
e-­‐
Commerce
spend
per
capita
Source:
The
Boston
Consul1ng
Group,
“The
Internet
Economy
in
the
G20”

4. Google Confidential and Proprietary 4Google Confidential and Proprietary 4
UK
retailers
are
gaining
trac5on
interna5onally
Interna5onal
Searches
for
UK
Retail
Brands1
(Indexed
–
Rebased
to
2010)
Europe
+39%
N
America
+44%
Asia
+49%
Oceania
+83%
Others
+63%
2012
212
2011
152
2010
100
2x
growth
rate
of
searches
by
UK
consumers
Source: Google, StatCounter, Civic Consulting Survey (2011) for EU DG Health & Consumers, OC&C analysis
68%
of
leading
UK
apparel
retailer
traffic
comes
from
interna5onal
markets

5. Google Confidential and Proprietary 5Google Confidential and Proprietary 5
Retailers
Delivering
Outside
the
UK
(%
Retailers)
Languages
other
than
English
Offered
by
Retailers
(%
Offering
Languages,
%
Offering
Specific
Language)
21%
21%
22%
10%
26%
<
5
Countries
Not
Offered
>100
Countries
5-­‐40
Countries
74%
eg
House
of
Fraser,
Dorothy
Perkins
19%
5%
10%
13%
53%
More
than
10
7
to
10
4
to
6
1
to
3
None
47%
eg
Sports
Direct
17%
18%
22%
24%
31%
40%
43%
Chinese
Russian
Japanese
Portuguese
Spanish
French
German
eg
Mothercare,
Wiggle
eg
Chain
Reac5on,
Next
Interna5onal
capabili5es
have
become
the
norm
40-­‐100
Countries

6. Google Confidential and Proprietary 6Google Confidential and Proprietary 6
Total Score
(100)
Indexed Share
of International
Queries(100)
Indexed
Volumeof
International
Queries (100)
Indexed Growth
Rateof
International
Queries (100)
26 Specsavers 57 39 54 24
27 JPBoden& Co 57 35 60 22
28 SimplyElectronics 56 55 26 33
29 Mothercare 52 20 60 26
30 AllSaints 52 50 37 20
31 The Savile Row Company 49 56 23 20
32 MatchesFashion 49 48 20 32
33 Kitbag 48 51 34 13
34 Watchshop 47 26 14 56
35 CathKidston 45 23 47 22
36 Mamas& Papas 44 20 45 25
37 Monsoon UK 44 22 55 12
38 Overclockers 44 32 36 21
39 Surfdome 43 20 22 45
40 Reiss 43 22 40 25
41 Hobbs 39 18 36 26
42 TM Lewin 39 30 32 16
43 SweatyBetty 31 18 12 34
44 Links ofLondon 30 25 34 3
45 Holland &Barrett 28 23 6 29
46 CorsetsUK 27 26 1 29
47 Aspinal of London 25 20 5 26
48 Isabella Oliver 22 31 12 1
49 Sofa.com 21 18 1 25
50 DV247 19 25 13 0
Total Score
(100)
Indexed Share
of International
Queries (100)
Indexed
Volume of
International
Queries (100)
Indexed Growth
Rate of
International
Queries (100)
1 ASOS 100 58 100 46
2 Farfetch 99 92 45 66
3 Book Depository 98 96 63 41
4 Burberry 96 100 83 12
5 Boohoo 93 26 64 100
6 Net a Porter / The Outnet 89 75 78 30
7 Beauty Bay 86 60 21 94
8 Photobox 83 72 72 24
9 Jimmy Choo 81 88 64 13
10 Chain Reaction Cycles 76 65 65 25
11 Topshop / Topman 72 35 88 24
12 Pro-Direct Soccer 72 68 60 18
13 Wiggle 72 55 62 29
14 Agent Provocateur 71 75 52 18
15 Clarks 70 51 73 19
16 Superdry 69 40 61 41
17 Endclothing 68 47 31 60
18 Mulberry 63 54 58 17
19 Ted Baker 62 33 53 40
20 FeelUnique 61 41 43 41
21 Charles Tyrwhitt 61 56 43 26
22 Karen Millen 60 43 57 22
23 Dorothy Perkins 60 18 62 41
24 Harrods 58 42 58 18
25 River Island 58 17 72 28
Internationalisation Index: Top 50
Indexed Scores Based on Consumer Searches1
The
Jewels
of
Britain’s
Retail
e-­‐mpire
Source: OC&C Website Checks, December 2012, ComScore ,OC&C analysis

7. Google Confidential and Proprietary 7Google Confidential and Proprietary 7
Interna5onal
ecommerce
set
to
be
28Bn
by
2020
Sales
from
UK
eRetailers1,
UK
&
Interna5onal
(£bn,
%
Total,
%
CAGR)
28
(40%)
2019
63
39
(61%)
24
(39%)
2018
56
37
(65%)
20
(35%)
2017
50
34
(68%)
16
(32%)
2016
45
33
(72%)
13
(28%)
2015
40
31
(76%)
10
(24%)
2014
36
28
(79%)
8
(21%)
2013
32
27
(83%)
5
(17%)
2012
28
24
(86%)
4
(14%)
2020
41
(60%)
69Forecast
7x
growth
rate
of
interna5onal
ecommerce
Source: IMRG, Euromonitor, Forrester, Google Queries, OC&C analysis
1. Excludes grocery, 2man fulfilled and click and collect orders

8. Google Confidential and Proprietary 8Google Confidential and Proprietary 8
Europe
and
Asia
will
be
the
engines
of
growth
UK
ecommerce
InternaDonal
Sales
Growth
by
Region
(2012-­‐20,
£bn,
%
CAGR)
Source: IMRG, Euromonitor, Forrester, OC&C analysis
1. “Other”
includes
South
America
,
Middle
East
&
Africa
2020
27.9
9.8
6.9
4.5
2.7
2.4
1.5
Other1
1.3
Oceania
1.9
North
America
2.0
Asia
4.1
Central
/
Eastern
Europe
6.5
Western
Europe
8.3
2012
3.8
1.5
Poland and Slovenia
drive 17% of growth
in Eastern Europe
China,
Singapore,
Hong
Kong,
Philippines
to
grow
by
£2bn
Australia
is
largest
single
growth
market
at
£1.32bn
US
is
key
driver
of
growth
at
£1.1bn
Ireland, France,
Spain & Germany
drive 35% of
growth in Western
Europe
2/3
growth
from
Europe
1/4
growth
from
APAC

9. Google Confidential and Proprietary 9Google Confidential and Proprietary 9
We
believe
winning
retailers
will
share
5
traits

No
subs5tute
for
a
great
proposi5on
(range,
price,
service
advantage)

Ability
to
spot
and
respond
fast
to
evolving
demand

10. Google Confidential and Proprietary 10Google Confidential and Proprietary 10
A
number
of
markets
are
ready
Market
Readiness
Framework
Forecast
£bn
2020
Macedonia
Azerbaijan
Uzbekistan
Bosnia-Herzegovina
Uruguay
Georgia
Indonesia
South Korea
Australia
Japan
France
Germany
China
USA
Peru
Ecuador
Latvia
Kazakhstan
Estonia
Serbia
Morocco
Egypt
Colombia
Croatia
UAE
Philippines
Venezuela
Slovenia
Malaysia
Saudi
Arabia
Nigeria
Lithuania
Israel
Chile
Ukraine
Argentina
Hong Kong
New
Zealand
South Africa
Slovakia
Romania
Greece Singapore
Taiwan
Portugal
Ireland
Hungary
Turkey
India
Norway
Mexico
Switzerland
Czech
Republic
Austria
Sweden
Belgium
Spain
Finland
Canada
Denmark
Brazil
Russia
Italy
Poland
Netherlands
Increasing Strategic Readiness
IncreasingOperationalReadiness
Major
Markets
£180bn
Accessible
Anglophones
£30bn
Big
But
Challenging
£175bn
Nascent
Neighbours
£20bn
Source: Euromonitor, Forrester, Mintel, World Bank, WTO, Crystal 2003, Parcel Force, OC&C analysis
1. Excludes 2man and grocery

11. Google Confidential and Proprietary 11Google Confidential and Proprietary 11
Find
the
right
audience
with
Google
Trends

12. Google Confidential and Proprietary 12Google Confidential and Proprietary 12
We
believe
winning
retailers
will
share
5
traits

No
subs5tute
for
a
great
proposi5on
(range,
price,
service
advantage)

Ability
to
spot
and
respond
fast
to
evolving
demand

Cost
effec5ve
routes
to
build
awareness
and
customer
volumes

13. Google Confidential and Proprietary 13Google Confidential and Proprietary 13
Find
the
right
audience
with
Global
Market
Finder

14. Google Confidential and Proprietary 14Google Confidential and Proprietary 14
We
believe
winning
retailers
will
share
5
traits

No
subs5tute
for
a
great
proposi5on
(range,
price,
service
advantage)

Ability
to
spot
and
respond
fast
to
evolving
demand

Cost
effec5ve
routes
to
build
awareness
and
customer
volumes

‘Selec5ve’
and
resource-­‐light
localisa5on

15. Google Confidential and Proprietary 15Google Confidential and Proprietary 15
Get
Local
with
Google
Translator
Toolkit

16. Google Confidential and Proprietary 16Google Confidential and Proprietary 16
We
believe
winning
retailers
will
share
5
traits

No
subs5tute
for
a
great
proposi5on
(range,
price,
service
advantage)

Ability
to
spot
and
respond
fast
to
evolving
demand

Cost
effec5ve
routes
to
build
awareness
and
customer
volumes

‘Selec5ve’
and
resource-­‐light
localisa5on

Mastery
of
the
order
economics
and
mechanics
to
create
profitable
customer
behaviour

17. Google Confidential and Proprietary 17Google Confidential and Proprietary 17
Thank you!

18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18
We
believe
winning
retailers
will
share
5
traits

No
subs5tute
for
a
great
proposi5on
(range,
price,
service
advantage)

Ability
to
spot
and
respond
fast
to
evolving
demand

Cost
effec5ve
routes
to
build
awareness
and
customer
volumes

‘Selec5ve’
and
resource-­‐light
localisa5on

Mastery
of
the
order
economics
and
mechanics
to
create
profitable
customer
behaviour