1

Ecommerce UK‘Going Global’9th May 2013@ecommerceli#ecommerceuk

You’ve just had a tough day and you probably feel like this

6

You’d rather be doing this?

7

4

Thank You’s• The attendees, without you, we have no one to share insight

with• Presenters for sharing insight: Dave Elston, Jan Mehmet, Bianca

Mercer, Gabrielle Hase• Tonight’s sponsor without whom this event wouldn’t take place: • Practicology team here tonight: Mark, Jeremy, Nupur, Lee, Ed,

James, Volha, Raimundo, Jordan, Beata, Carlene, Laura (My wife)• Cathy Crawley, my co host• Jonathan Hall and Cranberry Panda for filming • Dan Barker for tweeting• Antony Alexandrou for photography www.3aphotography.com

Agenda• Introduction: Martin Newman, CEO Practicology• Presentations:

– Dave Elston, Head of eCommerce Europe, Clarks– Jan Mehmet, ex eCommerce Director, Fit Flop– John Muir, MD eCargo and Ken Ardali, Grand eBazaar– Bianca Mercer, Head of eCommerce, International– Gabrielle Hase, Director, Soleberry– Q&A

• The bar

Practicology credentials

Deep experience of the team:We’ve all been at the coal face!

We’re all retailers:We’ve owned the eCommerce P&L for the following brands:

We’re 100% focused on client’s profitability

We’re a good bunch

Services Overview

Strategy Development

Commercial Planning

Technology Selection

Organisational Change

Analytics & BIConversion

Rate Optimisation

Customer Insight UX & Usability

Design Digital Marketing

Trading Services

Our Clients

Some Insight

• 40% of shoppers in the EU now use the internet to buy goods and services

• Within the next five years cross-border trade is expected to account for 20% of all ecommerce

(Retail Week, Sep 12)

What’s happening now in terms of strategy and approach?

6 strategies in play

1. Do nothing: Don’t allow anyone to buy from overseas2. Standardisation: Switch on the buy button only3. Adaptation: Localise some aspects4. Localisation: Fully localise the customer proposition online5. Multi channel market entry: Lead with online, open stores6. Lead with stores: Then localise online

1. Do nothing

2. They’ve switched on the buy button, but that’s all

3. Adaptation = localise some aspects

Adaptation is pretty half-hearted…language is still English

Currency is the only thing to have visibly changed

4. Then there’s “the full monty”

Local language, payment, currency, customer service

Hey, the World speak’s English!

No they don’t…‘Wieviel kostet das?’

Why is it so important to give foreign nationals a local language site?

Cross border sales are growing...but localised propositions work best

5. Web then stores

6. Stores then localised web

Is it worth doing?

You better believe it!

Just ask ASOS…International sales are up nearly 200%+Now over 50% of their sales = £300m -

£400m

3 jumbos a week to Australia£1.25m-£1.5m a week

Cloggs take 15% of total sales through Cloggs.eu = £3mWith France and Germany being the biggest markets

I’d have the BRIC on my roadmap

Our Speakers