successfully conquering new markets using e-commerce
DESCRIPTION
Presentation for a talk on the PREMIUM exhibition, Berlin, Juli 2, 2009.TRANSCRIPT
Successfully Conquering New Markets Using E-Commerce
PREMIUM, Berlin, July 2, 2009
Chances and Challenges of Selling in New Markets
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Finding new customers
Promoting new products
Tapping additional revenues
...
Understanding foreign behaviour
Finding the right product mix
Managing costs effectively
...
Chances Challenges
Thesis:E-Commerce has become a very powerful channel for conquering new markets.
Thesis:E-Commerce has become a very powerful channel for conquering new markets.
Option:With e-commerce outsourcingyou can be a lot fastertapping your online sales potential
E-Commerce Chances:Follow the Regional Brand-Awareness
5
Interest for „hilfiger“ in different countries and states:
Find the markets with the highest
online interest in your brand and product
Selling Space for New Products:Use Temporary and Regional Hypes
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World
Germany
Sweden
Interest for „Crocs“ over Time in different regions:
Source: Google Insights
Create the highest
effiency by adapting to temporary
trends
The Online Platform as the Central Hub for Information and Conversion
research online purchase offline
(ROPO)
online informieren o±ine kaufen
Classic Communication
Verantwortung der Marke
Online Marketing
PrintTV/Radio
Hang tag
POS
Catalogue
SEO SEA
Display
Affiliates
LocalStore
Online Platform
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Well-Known To All Of Us:E-Commerce Challenges
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Finding the most profitable target customers
Engaging them in the offer, make them return
Providing inspiration and excellent service
Putting the customers in control fulfilling their desire
Finding ways to stem against price pressure
Additional Challenge Today:Consumers‘ Expectations Rise
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working at all
inspiration
relevance
performance
reliability
What consumers expect of any e-commerce offering
some years ago today
What It‘s Made Of:The E-Commerce Stack
10
Online Marketing
Online Storefront
Product Presentation
Fulfillment
E-Commerce Mgmt.
finding enough consumers at reasonable cost
getting their attention, presenting an easy entry
staging the product, making it tangible
providing a secure order process and fast delivery
staying in control of it all!
A brief (3-step) journey into the complexity
of an international e-commerce project
Step 1: Research
Where is the greatest potential for your product? (countries, target groups)How strong is your local brand awareness?Do you have any local presence and experience?What are your strongest competitors and how do they sell?Are there explicit local patterns in customer behaviour?Defining a general strategy and adapting it locally
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Some Examples for Di≠erences in Local Behaviour France: _ buy 3 for the price of 2 promotions are a must_ some extra in the parcel also might not hurt
UK:_ online marketing is expensive _ will you be able to establish a profitable business?
Poland:_ Polish love price reductions _ they come into your shop quickly, but are away as fast
Austria:_ is fairly easy to handle if you have a German shop_ but donʻt treat the Austrians like Germans!
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Step 2: Build the Platform
Typical requirements for an international e-commerce plattform:_ one inventory per region, different pricing per country
_ multi-lingual, multi-tax ... order process_ different promotions for each country_ different risk profiles / risk checks and payment methods
_ different delivery conditions (providers, timings, fees)
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Already Running a Website?Options For Your Platform Strategy
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2 Options
Enhance Existing Platform Rollout on New Platform
Rollout Consolidation
more planning effort, higher risk more flexibilty, more speed
Step 3: Rollout and Optimisation
Step By Step:_ A good plan would not hurt!
_ Keep your eye on details_ Donʻt do everything at once_ Best practice: Complete each rollout every 1-3 months
_ Watch your KPIs closely and regularly_ Listen to your customers_ Be ready for local measures to push your business
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E-Commerce Outsourcingis an Option For Many E-Com Startups
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Online Marketing
Online Storefront
Product Presentation
Fulfillment
E-Commerce Mgmt.
applying the variety of possibilites
strong brand-aware and inspiring platform
great quality for the best product experience
managing the product catalogue and all processes
handling orders quickly and effienciently
A few words on next commerce
The O≠er: One-Stop E-Commerce„From Google To Home Delivery“
Online Marketing Online Shop Fulfillment
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Our Mission:creating true fans for your brand
next commerce - Company Profile
• next commerce is made to make established brands successful in their e-commerce mission.
• With next commerce we have a new business and IT platform to share 13 years of e-commerce knowledge at SinnerSchrader.
• We select the best-of-breed components and align them for building and running a state-of-the-art e-commerce solution.
• We get paid by results, not efforts.
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next commerce as part of theSinnerSchrader group
SinnerSchrader AG
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Full-Service Agency: Consulting,
Experience Design, Concept,
Technology,Hosting
Core Business
SinnerSchrader Dtld.. GmbHInteractive Agency
Content Agency (since 01/2008): E-Commerce,
Catalogue Management,
E-Mail Marketing
Production
Spot Media AGInteractive Agency
Performance Marketing 2.0:
Leading Profiling, Targeting &
Ad Management Technology
Online Marketing
S2 Media/AdbalancePerformance Marketing
Full Service E-Commerce Management,
General Contracting
E-Commerce
next commerceE-Commerce Outsourcing
Our Mission: Putting the Consumer into the Center of all Activities
Online Marketing
Online Shop
Fulfillment
E-CRM
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Potential Sales / Revenue
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For further discussion,
please find us
in the web.mobile forum!
Moritz KochManaging Director next commerce GmbH