Successful Growth AbroadBeyond our shores
Andy Barke
Head of Northern AgenciesGoogle UK
The world is flat
“The world is becoming globally interconnected, thereby allowing businesses all
over the world to compete on a more equal playing field.” – Thomas L. Friedman
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£28bnof UK online retail sales will come
from abroad
Source: Google and OC&C
£7bnof UK online retail sales came from
abroad
2013 2020
International Opportunity growing
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THE NEXT 4 BN2013 World Population
7 BILLION
3 BILLION
2013 Internet Population
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INTERNET FOR THE NEXT 4 BILLION
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INTERNET FOR THE NEXT 4 BILLION
$1.5tn
2014
Global e-commerce sales
Source: eMarketer, Jan 2013
The Internet is Borderless
$2.0tn
2016
Global e-commerce sales
Source: eMarketer, Jan 2013
The Internet is Borderless
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Asia will be the engine of growth
Which countries are attractive?
Generally BRIC of course...
Source: Internet Retailing, August 2013
Social 44% check
social media to make buying
decisions
Prefers Trusted brands
from overseasMobile
1st
Young61% are
aged 18-30
Average online spend of £703 pp, vs £1,085 in
UK)
Spender
Mobile has surpassed desktop usage
Chinese consumer – young, mobile, global
...but also SMIT
Small ahead of the Big
International outpacing
domestic 10x
Pureplays grow 2-3x
faster
BORDERLESS DIGITAL OPPORTUNTIES
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The UK has the Largest Positive Trade Surplus
Markets are already highly interconnected
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CONSUMERS AND TECHNOLOGY DRIVING CHANGE
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1. Prioritise markets & identify the easy wins
2. Consider testing with marketplaces
9. Invest behind the key markets
11. Reinvent your supply chain
10. Localise where it matters to customers
12. Develop a global view of customers
4. Develop and invest in a clear strategy to build awareness and drive traffic
5. Develop pricing strategy to profitably serve international markets
6. Organise to deliver your ambition
3. Determine the right multichannel approach for you
7. Establish the last mile solution
8. Invest in a scalable payments platform
The CEO’s Playbook to Internationalisation
Prepare Grow LeadLaunch
Google Confidential and Proprietary
First, make sure you have a good proposition
Google Confidential and Proprietary
Do your research – External Sources
X
Operational Considerations, Countries Rates by Ease, UK Example
Free Google tools to help with Export
*Source: Google Trends
Find your audience with Google Tools
*Source: Google Trends
Look at Online & Offline Shopping Behaviours
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Acquiring customers globally
*Source: Google Trends
Look at Online & Offline Shopping Behaviours
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Spreek met uw klanten in hun moedertaalSpeak to your customers in their native tongue
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Get Local with Google Translator Toolkit4x conversion rate from consumers using Google Translate
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Spot and respond fast to evolving demand
Start with easy ‘go to’ markets first.
Use the tools available to you and start now
www.occstrategy.com/global-retail-empire
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