INTRODUCTION. Rob Marshall Customer Service Director. Jamie Bourn Business Development Manager

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1 #IntlComms

2 INTRODUCTION Rob Marshall Customer Service Director Jamie Bourn Business Development Manager

3 ROB MARSHALL CAREER HISTORY SIEMENS AIG BUSINESS PARTNER / DIRECTOR EMTEX CUSTOMER SERVICES DIRECTOR AT PURPOSE MEDIA ECOMMERCE WEBSITE SPECIALIST WEB MARKETING BUILT 40+ INTERNATIONAL SITES HAVE 20+ INTERNATIONAL CUSTOMERS BUSINESS GROWTH 50% PER YEAR

4 JAMIE BOURN CAREER HISTORY JOINED PM AS AN APPRENTICE IN 2011 WON APPRENTICE OF YEAR EXPERIENCE: CLIENT SUPPORT, ONLINE MARKETING WEB DEVELOPMENT 5 YEAR EXPERIENCE NOW BUSINESS DEVELOPMENT MANAGER ECOMMERCE WEBSITE SPECIALIST WEB MARKETING BUILT 40+ INTERNATIONAL SITES HAVE 20+ INTERNATIONAL CUSTOMERS BUSINESS GROWTH 50% PER YEAR

5 SCALE OF THE OPPORTUNITY KEY DRIVERS Active internet users: 3 billion (penetration: 42%) (23% of households in EU had broadband in 2005) Number of mobile users exceeded desktop users in early 2014 Global B2C sales expected to reach $1.92 trillion by % of active internet users are on social media Western Europe: 95 million people shop online, Average spending per shopper: 1,864 90% of all Chinese ecommerce transactions: marketplaces Global marketplaces to own 39% of online retail market in 2020

6 THE OPPORTUNITY IS NOW KINGFISHER - MD We don t really run customer-centric businesses we run machines for selling products We have the opportunity to speak to groups of customers in the middle of their shopping process and allow them to share opinions and suggestions in ways impossible before The scale of the addressable market has become truly global as smartphones allow us to reach the whole world The more relevant and easy we make it for customers to shop with us the more they will. A whole new world is emerging Sir Ian Cheshire June 2015

7 HOW TO MAKE IT WORK GET FOUND & CONVERT Be visible Search Position Paid advertising Content Marketing Engaging content Don t forget the PR Build Trust Links from Trusted Sites Become an authority 3 rd party reviews Use testimonials & trust marks Localised site with professionally translated content Deliver great individual customer service Request feedback Provide multiple ways for the customer to contact you Deliver on promises Don t promise what can t be delivered Have a great product or service This will deliver engaging, unique content Explain the benefits in a way the customer will understand Don t go into too much detail too soon

8 E-ROUTES TO INTERNATIONAL MARKETS CHOOSING THE BEST APPROACH Own Websites sales and brand management B2C e-marketplaces: Newegg, Xiu.com, Lazada, Tmall (Global), Vip.com, Mercado Libre, Spree, La Redoute, Amazon Japan and more. Flash/Private sale sites B2B e-marketplaces

9 YOUR OWN SITE HOW TO START Our best practice solution A fully translated website taking account of local cultural differences OTHER OPTIONS Pages on your existing website Translated pages on your existing website Microsite A site targeting an international search engine with English content

10 OUR MODEL ECOMMERCE Our model is highly flexible and allows interaction between your website and other systems so that data is always right up to date. It also provides for a number of storefronts that share a central database making data management far easier. LIVE EXAMPLE

11 YOUR OWN SITE OTHER CONSIDERATIONS Payment methods to suit the location Delivery services Content translation (on-going cost) Dealing with enquiries Choosing a domain name Location of your server Using a CDN to improve page loading speed Review marketing strategy

12 E-ROUTES TO MARKET FLASH SITES How do they operate Damage the Brand or Raise Awareness Part of Overall Strategy Some International Members flash sale sites

13 E-ROUTES TO MARKET MARKETPLACES Access to customers in a trusted environment You keep control of the brand and brand image Fully integrated IT and stock control management systems with full reporting already set up You keep control of pricing Excellent way to test the local demand for your products Not the ideal way to sell to build value into your business Consider integration as a way of streamlining the process in the longer term Full retail price less listing and transaction fees ( which vary em to em). Build valuable research into customer behaviour

14 Marketplace detail Newegg.com the 2 nd largest Pureplay retailer in USA. Core strength is Consumer Electronics but diversifying category offering and they now cover 9 countries NEWEGG 28m Affluent Americans with Newegg Sales metrics Pricing Logistics 28m registered members, monthly visitors >22m and >12m subscribers Revenues were $2.9Bn with >75% generated from repeat customers Brands decide USA pricing and Newegg category manager assists with marketing and merchandising for store launch and on-going promotional opportunities Options are: 1. Self fulfilled from the UK within 72 hours or 2. Shipped By Newegg (SBN - very similar to FBA) warehousing available in USA to fulfil multi channels Legal Self-fulfilled shipments must be released DDP (Delivered Duty Paid - Import Tax and duties paid). For SBN a Newegg subsidiary can be Importer of Record Costs Newegg charge no account setup fee, monthly fee or listing fee. Converted sales incur commission of 12% on all categories. US Sales tax paid Newegg. Cust Service / Returns Newegg handle initial queries and forwards on those it can t answer. USA return address required. Newegg will bear responsibility and risk of returns for 3% extra UKTI Terms UKTI have negotiated a reduction in commission from 12% to 11% for all introduced UK clients, down to 10% for sellers over $100k average per month Next Steps To register interest follow link or contact Marketplace@newegg.com for the Global Seller team in California

15 WHERE TO START CHOOSING THE BEST APPROACH Researching new markets Optimising the site for search PPC / Affiliate Marketing Digital & Social Marketing User behaviour analysis & A/B testing User targeting Best practice for B2C & B2B sites

16 RESEARCHING NEW MARKETS USEFUL TOOLS Make a business plan Think Google Consumer Barometer Google Analytics Keyword Research Keyword Planner - Market Samaurai Competitor Research - SEMRUSH

17 WHERE TO START CHOOSING THE BEST APPROACH Researching new markets Optimising the site for search PPC / Affiliate Marketing Digital & Social Marketing User behaviour analysis & A/B testing User targeting Best practice for B2C & B2B sites

18 OPTIMISING FOR SEARCH ORGANIC SEO A search is initiated by the user when they are considering a purchase or need for information. So being in the search results always puts you in the right place at the right time. This is all about targeting the main in country search engine. Breakdown by country

19 MEASUREMENT SITE REPORTING Keeping a close eye on your site to ensure that it is following best practices is very important.

20 WHERE TO START CHOOSING THE BEST APPROACH Researching new markets Optimising the site for search PPC / Affiliate Marketing Digital & Social Marketing User behaviour analysis & A/B testing User targeting Best practice for B2C & B2B sites

21 PPC WHY This is the easiest way to start marketing on an International Search Engine It is possible to plan & set daily budgets ahead of deploying the campaign Precise geographic targeting is possible on Adwords campaigns Product listing Ads are generally better value than traditional adwords but these campaigns are not possible in all countries The search network should be the first choice Tactical advertising

22 AFFILIATE NETWORKS WHY Affiliates Join Network Review Merchants Apply to Merchants When approved use the Merchant s collateral to drive traffic to the Merchant s website Merchant pays a commission, via the Affiliate Network, on all sales Requires technical integration between the Merchant s site & the Affiliate Network Merchant pays a fee to join the network. Affiliate networks in Europe

23 WHERE TO START CHOOSING THE BEST APPROACH Researching new markets Optimising the site for search PPC / Affiliate Marketing Digital & Social Marketing User behaviour analysis & A/B testing User targeting Best practice for B2C & B2B sites

24 UTILISING SOCIAL MEDIA WHY Brand introduction & building Understanding the marketplace and your public perception Social Listening Competitor analysis (followerwonk) WHY NOT It will not deliver sales / enquiries as effectively as search It can be time consuming You will potentially need foreign language skills in house You will need firm brand guidelines in place Identification of influencers followed by outreach

25 WHERE TO START CHOOSING THE BEST APPROACH Researching new markets Optimising the site for search PPC / Affiliate Marketing Digital & Social Marketing User behaviour analysis & A/B testing User targeting Best practice for B2C & B2B sites

26 USER BEHAVIOUR ANALYSIS USEFUL FEATURES Different cultures respond to the same stimulus in different ways Systems that allow you to understand what the user is doing on your website Auto-tag sessions to identify those you are interested in Record sessions Aggregated data: heatmaps, scroll depth, mouse movements & clicks luckyorange.com

27 A/B TESTING USEFUL FEATURES VIDEO A/B or multivariate testing Make changes on the fly so there is no redesign of the site required Changes can be reversed instantly Detailed analytical information available for test results

28 WHERE TO START CHOOSING THE BEST APPROACH Researching new markets Optimising the site for search PPC / Affiliate Marketing Digital & Social Marketing User behaviour analysis & A/B testing User targeting Best practice for B2C & B2B sites

29 USER TARGETING USEFUL FEATURES By profiling customers it is possible to make offers based on user behaviour & user profile This can be used to: Increase signups Promote products or categories or content on your site Promote social media sharing Other paid for systems Source: Yieldify.com

30 WHERE TO START CHOOSING THE BEST APPROACH Researching new markets Optimising the site for search PPC / Affiliate Marketing Digital & Social Marketing User behaviour analysis & A/B testing User targeting Best practice for B2C & B2B sites

31 BEST PRACTICE FOR INTERNATIONAL SITES YOU SHOULD Have the site translated by someone that understands the culture of the target country Source some competitive delivery services & offer free shipping if possible Have the site review by someone in country or at UKTI Consider how you will deal with foreign language enquiries Investigate offline opportunities to boost your online activities

32 BEST PRACTICE - FEATURES FOR B2B / B2C SITES USEFUL FEATURES Category Filtering Quick cart (B2B) Guest checkout Single page checkout Enclosed checkout PSP Token System (B2B) Source: Yieldify.com

33 YOUR QUESTIONS

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