ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
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Today´s brands are coping with traditional distributing agreements versus new channels like e-commerce and social media. Salesupply supports over 350 brands and merchants globally with their e-commerce strategy, fulfillment and marketing activities. In this presentation, that was presented at the ISPO 2015 in Munich we show the international challenges of brands, examples of good and bad web shops and 3 e-commerce strategies that brands can adapt to monetize their existing brand value or grow international.
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ISPO Academy Munich 2015 - International E-Commerce Strategies for Brands
- 1. International E-Commerce Strategies for Brands Challenges, Examples & Solutions Henning Heesen Co-founder Salesupply
- 2. 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
- 3. 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
- 4. 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
- 6. „How does e-commerce looks like these days?“ Salesupply - ISPO Munich 2015
- 7. Nobody is making money! Salesupply - ISPO Munich 2015
- 8. Salesupply - ISPO Munich 2015 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.
- 9. „But who will be the survivors?“ Salesupply - ISPO Munich 2015
- 10. Survivors: Online / Offline Salesupply - ISPO Munich 2015 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.
- 11. Survivors: Big concerns (Money) Salesupply - ISPO Munich 2015
- 12. Survivors: Smart business models that focus on profitable growth Salesupply - ISPO Munich 2015
- 13. Survivors: Brands Salesupply - ISPO Munich 2015
- 14. An E-Commerce Outlook: Salesupply - ISPO Munich 2015 The high street is dominated by brands these days. The now by retailers dominated e-commerce will follow that shift slowly.
- 15. „But what are the challenges?“ Salesupply - ISPO Munich 2015
- 16. 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 Salesupply - ISPO Munich 2015
- 17. Example Berghaus Germany Salesupply - ISPO Munich 2015
- 18. Example Berghaus Germany Salesupply - ISPO Munich 2015 No information about returns
- 19. Example Berghaus Germany Salesupply - ISPO Munich 2015 Not the right payment methods
- 20. Example Berghaus Germany Salesupply - ISPO Munich 2015 Only merchant CS
- 21. Example Berghaus Germany Salesupply - ISPO Munich 2015 Redirection to an english web store
- 22. 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 Salesupply - ISPO Munich 2015
- 23. Example Fjäll Räven Germany Salesupply - ISPO Munich 2015
- 24. Example Fjäll Räven Germany Salesupply - ISPO Munich 2015 English SEO content
- 25. Example Fjäll Räven Germany Salesupply - ISPO Munich 2015 No german customer service
- 26. Example Fjäll Räven Germany Salesupply - ISPO Munich 2015 Redirection to Globetrotter Product not available
- 27. 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 Salesupply - ISPO Munich 2015
- 28. Example Jack Wolfskin Germany Salesupply - ISPO Munich 2015
- 29. Example Jack Wolfskin Germany Salesupply - ISPO Munich 2015 Perfect display of all customer relevant information
- 30. Example Jack Wolfskin Germany Salesupply - ISPO Munich 2015 Perfect product page Perfect buying info
- 31. Example Jack Wolfskin Germany Salesupply - ISPO Munich 2015 Shopping cart Login & guest account Multiple delivery, pick-up and payment options
- 32. Example Jack Wolfskin – Localized Brand Store • Perfect customer experience • Building brand value • Total brand control • High margins • Online / offline growth Salesupply - ISPO Munich 2015
- 33. „So what strategies make sense?“ Salesupply - ISPO Munich 2015
- 34. 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 Salesupply - ISPO Munich 2015
- 35. Salesupply - ISPO Munich 2015 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
- 36. Salesupply - ISPO Munich 2015 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
- 37. „Some general tips!“ Salesupply - ISPO Munich 2015
- 38. Salesupply - ISPO Munich 2015 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!
- 40. Honestly Vaimo Client Event, Sthlm September 25th 2014Our references Top players choose Salesupply for going cross-border: