Upload
oban-digital
View
385
Download
0
Embed Size (px)
DESCRIPTION
Frank van den Berg's organisation -Salesupply UK- has offices in 8 European countries and helps eRetailers to expand overseas effectively through effective localization. Salesupply services include country entry and start-up management, ongoing customer service and lead generation and more (www.salesupply.com). In his session Frank shared information, examples and tips relevant for anyone considering expanding internationally, with a focus on country selection and effective localisation of webshops.
Citation preview
“Enabling global e-retail”
Internationalising your webshop:‘ One Europe, still 27 countries ’
v5
“Enabling global e-retail”
Internationalising your webshop:‘One Europe, still 27 countries’
Content:• Why internationalise• Country prioritisation• Localisation: what, why, how
“Enabling global e-retail”
Why consider the market place outside the UK?
Fantastic growth opportunities
A strong starting position
‘…. and your next competitor…’
Innovation
“Enabling global e-retail”
Why consider the marketplace outside the UK?
Fantastic growth opportunities
A strong starting position
‘…. and your next competitor…’
Innovation
However, additional
costs
complexity/management time
risk (financial, legal (T&C, Permanent Establishment,..)
“Enabling global e-retail”
European Union | Chances & risks
The pros and cons of Europe
Opportunities
Largest E-commerce market worldwide
Access to 500 million people
Growing market
Choice of countries (demand, eMaturity)
Very stable region
A common legal framework
Excellent distribution network
Low to zero corruption
“Enabling global e-retail”
European Union | Chances & risks
The pros and cons of Europe
Opportunities However
Largest E-commerce market worldwide
Access to 500 million people
Growing market
Choice of countries (demand, eMaturity)
Very stable region
A common legal framework
Excellent distribution network
Low to zero corruption
27 member states (where to begin?)
27 different cultures
27 domestic markets
20 different languages
Still some significant differences in legislation
Every country requires it‘s own marketing, cultural and customer approach
“Enabling global e-retail”
Prioritisation – consider size of market
8
28
5
19
5
22
6
0
5
10
15
20
25
30
35
E-commerce sales 2010 in bill. €
Sweden UK Spain France Italy Germany Netherlands
“Enabling global e-retail”
Prioritisation – consider price points & marketing costs
Business case 1: Sport/Callaway Razr Hawk Driver
255
“Enabling global e-retail”
Prioritisation – consider price points & marketing costs
Business case 3: Technik/Kettensäge Bosch AKE 35s
Product price
“Enabling global e-retail”
Prioritisation – consider cost of returns
UK Germany
Payment of goods at ordering often after 14 days
Cost of returns often for customer normally for supplier
Return rates fit critical 20 - 30 % 25 - 60 % normal 5 - 15 % 10 - 25 %
“Enabling global e-retail”
Prioritisation – in conclusion
Research
Look beyond market size - include key drivers of costs
Prioritise
“Enabling global e-retail”
Localisation – why is it important
‘Localisation is the key element for a UK company going to an international market ‘ Richard Moore, Head of International Sales,
Mobile Fun
‘It should feel like a Dutch site to the Dutch, an Italian site to the Italians’ Hash Ladha, Group Multi-Channel Director,
Aurora Fashion
Would you buy from a German, French, Polish eRetailer if the webshop is poorly translated and products are hard to find
is priced in Euros, Kroner
has customer contact address and telephone numbers overseas
does not offer some guarantee ie.known brand or trust mark?
“Enabling global e-retail”
Key elements for localisation
Delivery & returns
Currency and payment solutions
1
2Credit cardLocal bank solutions
Dankort Invoice, credit card
Ideal, Paypal
“Enabling global e-retail”
Key elements for localisation
Delivery & returns
Currency and payment solutions
Language (translation site, new products, campaigns etc)
In-tune marketing and sales messaging
1
2
3
4
“Enabling global e-retail”
Key elements for localisation
Delivery & returns
Currency and payment solutions
Language (translation site, new products, campaigns etc)
In-tune marketing and sales messaging
Legal and Tax compliance (T&C’s, Privacy, Imprint, VAT etc)
1
2
3
4
5
“Enabling global e-retail”
Key elements for localisation
Delivery & returns
Currency and payment solutions
Language (translation site, new products, campaigns etc)
In-tune marketing and sales messaging
Legal and tax compliance (T&C’s, Privacy, Imprint etc)
1
2
3
4
5Lead generation (SEO, PPC, social media)
Trust marks
6
7Confianza on-line
E-maerket Trusted shop Thuiswinkel waarborg
“Enabling global e-retail”
Key elements for localisation
Delivery & returns
Currency and payment solutions
Language (translation site, new products, campaigns etc)
In-tune marketing and sales messaging
Legal and tax compliance (T&C’s, Privacy, Imprint etc)
1
2
3
4
5Lead generation (SEO, PPC, social media)
Trust marks
Local contact details (beware of Permanent Establishment)
6
7
8Local customer service (native speakers at location)9
“Enabling global e-retail”
Localisation – the how: ‘make or buy ?’
Do it alone For those that have the know-how and large scale resources, focus on brand
Channel partner - distributor For those that have relatively small product range and not focussed on brand
Third party service provider – outsource marketing sales, service etc
“Enabling global e-retail”
Salesupply
Providing local facilities
Local address and telephone number
(but not a P.E…)
Set up
Market insights
Shop optimisation
Legal/tax docs
Trust marks
Project management
Translation
Ongoing support
Customer service in country
Translation
E-marketing
Social media
VAT returns
Providing local facilities, know how and active support
“Enabling global e-retail”
Founded January 2008
~ 90 active customers
for ongoing support
8 European branch offices
39 employees
About Salesupply | Figures
Germany
France
UK
Benelux
Spain
Swiss
Austria
Italy
Nordic
Poland
Czech Republic
Countries
“Enabling global e-retail”
Founded January 2008
~ 90 active customers
for ongoing support
8 European branch offices
39 employees
About Salesupply | Figures
Germany
France
UK
Benelux
Spain
Swiss
Austria
Italy
Nordic
Poland
Czech Republic
Countries
One partner for all activities in 12 countriesPerformance or events based pricing model