Kelly Byrne

Digital Marketing in the Retail Sector

E x p a n d i n g A c r o s 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

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

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

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

K e y C o n s i d e r a t i o n sNew In

Australia UK

K e y C o n s i d e r a t i o n sMarketing 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

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

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

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

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

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

T e s t & R e p e a t

• Product strategy

• Ecommerce journey

• Marketing investment

• Resource

START SMALL = GAIN SHARE = BUILD UP

Digital Marketing in the Retail Sector

Roundtable Question

What are the obstacles in taking your brand international?

How could you overcome these?