Author: Charles Scherer, Deputy Editor, IMRG & eCommerce Worldwide
There were panel sessions, breakouts, and expert keynotes in a packed day of insight. If you missed it, here’s a taste, with five things we learned from the summit.
Even if you’ve mastered conversion rate optimisation in a domestic setting (which you probably haven’t, if we’re being really honest), there are new layers of complexity when it comes to converting shoppers in cross-border online retail.
Miles Paterson, Commercial Director of Global-e, kicked off the day with some statistics on (international) shopper preferences.
Vicky Bell, Head of eCommerce at Astley Clarke, offered some best practice guidance for selling cross-border.
China is an enormous and still-growing market, and it’s true that it represents a huge opportunity. That said, retailers should beware of assuming that they can and should trade into the country. You should be sure that China is the right market for you.
Gregor McMillan, Head of Business Development China for The Hut Group, pointed out some essential things to know about the Chinese market:
Kai Li, VP of International at Revolve Clothing, shared his experience with the Chinese market.
Melanie Smallwood, International Buying Director at Global Fashion Group, Hans Kristian Furuseth, Head of Country Cluster UK at Zalando, and Neil Tunbridge, Head of Europe at Tophatter discussed the advantages and disadvantages of marketplaces…
Melanie also explained some practices that can reassure the shopper.
Jose Nino, VP Global Ecommerce at Perry Ellis International, spoke about the pitfalls of translating into different languages.
There is also translation required when it comes to things other than language.
In his opening keynote, Miles Paterson remarked that consumer confidence can be affected by something as seemingly small as price rounding and expression. While UK retailers are typically inclined to set prices like £24.99, in Germany they are more likely to offer €24,95 (note the comma instead of the point), and in Japan prices are rounded to the nearest 10 Yen.
There is also the onus to translate your proposition to suit your audience - Claire Flanagan, International Strategic Marketing Manager at Cotton Traders warned that your customer profile can easily be very different in other countries.
You cannot assume, for example, that the age demographic will be the same. Nor can you count on them finding your site through the same channels as domestic customers. You may need to translate your marketing and merchandising strategies accordingly.
To learn more about the Countries discussed in all the keynote presentations, download our FREE Cross-Border Country Guides.