ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands

International E-Commerce

Strategies for BrandsChallenges, Examples & Solutions

Henning HeesenCo-founder Salesupply

The Salesupply Network

Salesupply is a global e-commerce solution provider, active in 18

countries with local offices in Europe, Russia, China, US and Brazil

The Salesupply services at a glance

▪ Market research / scans

▪ Market entry strategy

▪ Website localisation

▪ Marketplaces setup

▪ Logistics consulting

▪ Legal consulting

▪ VAT / Customs setup

▪ Turnkey projecting

▪ Customer service in 15 languages

▪ Warehousing & fulfillment

▪ International B2C and B2B logistics distribution

▪ International returns handling

▪ VAT / Duties service

▪ Shopmanagement

▪ Website Marketing

▪ SEM / PLA / Affiliate

▪ Social Media

▪ E-Mail Marketing

▪ Offline Marketing

▪ Marketplaces

▪ Product listing

▪ Repricing support

Market entry support Fulfillment service Marketing / Marketplaces

Salesupply - Overview

Internationalization of more than 700 projects

Handling of over 10.000 orders per day3

Supporting over 350 web shops

Founded in 2009

Processed more than 250.000.000 Euro in 20143

Active in 18 countries worldwide

Our References

„How does e-commerce looks

like these days?“

Salesupply - ISPO Munich 2015

Nobody is making money!



The e-commerce is dominated by big national and international retailers

that invest massively in gaining market share. Spending millions on (brand-)

keywords beeing ranked high up in search engines.

„But who will be the survivors?“


Survivors: Online / Offline


Online/offline-multi-channel offers customers all options to shop when,

where and how he/she likes. Sales and marketing activities profit

maximal from each other.

Survivors: Big concerns (Money)


Survivors: Smart business models

that focus on profitable growth


Survivors: Brands


An E-Commerce Outlook:


The high street is dominated by brands these days. The now by

retailers dominated e-commerce will follow that shift slowly.

„But what are the challenges?“


The basic challenges:

• Having (int´l) customers, but no or just a semi

localized e-brand store

• Trying to grow online, but having no brand

recognition

• Having no resources and knowlegde about

(int´l) retail / e-commerce


Example Berghaus Germany




No information about returns



Not the right payment methods



Only merchant CS



Redirection to an english web store

Example Berghaus - Having no or

just a semi localized brand store

• Low investments in the short term

• Offering bad customer experience

• Damaging brand image

• Low or no int´l sales


Example Fjäll Räven Germany




English SEO content



No german customer service



Redirection to Globetrotter Product not available

Example Fjäll Räven - Brand store

connected to a retailer

• Cost-effective in the short term

• No local resources needed

• No brand image control

• Lack of an own customer database

• Low margins


Example Jack Wolfskin Germany




Perfect display of all customer relevant information



Perfect product page

Perfect buying info



Shopping cart

Login & guest account

Multiple delivery,

pick-up and payment

options

Example Jack Wolfskin –

Localized Brand Store

• Perfect customer experience

• Building brand value

• Total brand control

• High margins

• Online / offline growth


„So what strategies make sense?“


Strategy 1: Direct B2C - Just monetize

your brand image by a localized e-store

• Good customer experience

• Focus on brand experience and overall

growth (online / offline)

• Monetize your existing online traffic

• Total brand image control

• Building an own customer database

• Support your local retailers (on- & offline)

• No strong online growth scenario



Strategy 2: Direct B2C - Grow your brand

in a new market by a localized e-store

• Quick market entry

• Flexible branding strategy

• Professional brand presentation

• Building an own customer database

• On- to offline strategy

• High and long term investment


Strategy 3: Direct B2C - Grow your brand

in new markets by e-marketplaces

• Acceptable customer experience

• More and more specialized marketplaces

• Building a global brand

• Low investment

• No brand control

• Not building an own customer database

• Low margins

„Some general tips!“



Tip 1 Online to Offline - Use your online brand store to get offline retailers

Tip 2 Affiliate marketing reversed - Be a publisher to your online retail

clients

Tip 3 Less is more - Enter new markets by focusing on your best selling

products in the first step. Makes it easier and more effective.

Tip 4 Know your clients – Make customer profiles in detail. Give him and

her even a name

Tip 5 Multi Channel - Is still the key to success

Tip 6 Focus on your core business - You can´t do all by yourself, use

partners to grow!

Tip 7 Split financial overviews- Have a separate P&L for each country.

Tip 8 What about China?- The Chinese love Western brands. Go East!

Thank you.

Henning HeesenCo-founder

Honestly

Vaimo Client Event, Sthlm September 25th 2014Our references

Top players choose Salesupply for going cross-border:

ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands

Marketing

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