Embed Size (px)
Citation preview
Anarchy in the UN 2
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
Anarchy in the UN 3
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
Now more than ever it is necessary to ask… 4
Timing matters… 5
Is our own website the best route to market in Poland?
www.zalando.pl
Not actual data!
So which countries shall we pick? 6
Dr Martens already has websites (and warehouses) in the UK and US.
Our top countries: by visitor numbers
‐France‐Australia + NZ‐Taiwan, Singapore +
Hong Kong‐Mexico‐Sweden + Denmark‐Russia‐China
Our top countries: by conversion rate
‐Australia + NZ‐Sweden + Denmark‐France
And our worst:‐Mexico‐Russia‐China
Despite a £40 shipping fee,
Australia & NZ actually have
50% better conversion than our
UK or US customers on their
home‐country sites!
By looking at drop‐out rates in
the checkout funnel, we can
“factor in”
the impact of
cheaper shipping.
So which countries shall we pick? 7
By combining data from the existing sites, data from existing channels, and plausible
statistics for the development of online in a given country, then for most countries we can
make a reasonable stab at estimating:
Anarchy in the UN 8
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
Long Tail which we can only reasonably
store and shipfrom a few hubs
Routes to customer 9
Core Range held by local distributors
Core range we could
reasonably import into
target countries
Our range consists of a small number of top‐sellers – the classic Doc Martens 1460 boot and
1461 shoe – plus a long tail
Routes to customer 10
We have varying levels of sophistication in our Warehouse Management Systems across the
globe:
WMS in action in the UK WMS in action in Korea
Anarchy in the UN 11
Key Challenges for Dr Martens:
1.Which countries should we choose?2.How will we get the shoes to the customers?3.How can we run the sites cost‐effectively?
Localised ranges 12
Our core range is marketed to all countries…
but customers’
feet vary by region
Core range Varies by region
Localised customers 13
Our customers are buying for different reasons
Lost
YouthFashion Comfort Individuali
ty
Localised merchandising 14
The majority of our customers start their online journeys from our classic products…
but the
classics make up less than 10% of all online sales
How
big? 15
Localised Assortment
Localised Customers
Localised Merchandising
Our latest forecast for the team‐size required to
manage it all looks like this:
