eCommerce: The Weapon of Choice - EstarOnline · eCommerce: The Weapon of Choice Building and...
Transcript of eCommerce: The Weapon of Choice - EstarOnline · eCommerce: The Weapon of Choice Building and...
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eCommerce: The Weapon of Choice
Brand Experience. Delivered Together.
Andrew BuxtonCEO
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Brand Experience. Delivered Together.
Brand Growth
More Sales from Existing Customers• Loyalty• Category Expansion
New Customers• Within existing markets (digital
growth, store expansion, channels)• New international market entry
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Brand Experience. Delivered Together.
Global Brands into Australasia
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Brand Experience. Delivered Together.
Australasian Brands Going International
What is your unique brand experience?
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Brand Experience. Delivered Together.
Five Pillars of Internationalisation
Planning &Staging
01Physical Stores Yes / No?
02Globalisation
03Execution
04Technology
05
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Brand Experience. Delivered Together.
Pillar #1: Planning & Staging
• Use the BRAND as the starting point
• Your success in the home market will drive internationalisation
• Bring something NEW to the market
• Identify consumer behaviours and expectations in the new market
• Timing is critical
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Brand Experience. Delivered Together.
Pillar #2: Physical Stores - Yes, No, Later?The Flagship Store
Most visited, most sales, biggest impact on customers
• 50-80% of customers visit digital store before their physical store purchase
• Brand Market Entry Options
• Digital First
• Marketplaces – maybe
• Digital Store – definitely
• Physical Later or No
• Wholesale - maybe
• Concessions – maybe
• Own stores - maybe
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Brand Experience. Delivered Together.
Pillar #3: Globalisation
Design for your local markets - digitally and physically
• Understand the local culture
• Consider geographic location
• Speak the same language
• Cater to the local market’s shopping habits and device preferences
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Brand Experience. Delivered Together.
Pillar #4: Strategic Execution
Customer service support
You cannot and need not do this alone…
Local partnerships Marketing (Agency)
Last mile fulfilment Currency and payment solutions
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Brand Experience. Delivered Together.
Pillar #5: Technology
Choose the right partner
• Flexibility handling multi-market requirements
• Ease of use and speed to market
• Scalability across all new markets
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Brand Experience. Delivered Together.
Summary
• Digital strategy aligned with overall business strategy
• Choose partner/s with proven ability to deliver, with vast experience in Retail, Digital, and eCommerce.
• Choose technology that will provide the flexibility, configurability, and speed-to-market that you need.
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Brand Experience. Delivered Together.
eCommerce: The Weapon of Choice
Building and growing a sustainable business model
Setting up a business for international success
Survival tips on building an international brand
Employee engagement and motivation