Ecommerce: Why going global really means going local
Global ecommerce is growing.
With that growth comes two insights:
One is satisfaction on my part in seeing fellow anthropologists land jobs at Microsoft and Absolut Vodka to aid in marketing research.
The other part of that growth is the realization among savvy ecommerce marketers that delivering a consistent brand experience in a multi-cultural global marketplace is not going to be easy.
I say this in light of the recent interview between MarketingSherpa Reporter Allison Banko and Rob Garf, Vice President, Industry Strategy, Demandware, in the MarketingSherpa Media Center at the Internet Retailer Conference and Exhibition.
Rob, who spoke at IRCE this year in Chicago, shared his thoughts on how preserving brand value and relevance across multiple cultures will be vital to delivering a consistent brand experience in new markets.
Brands looking to expand their reach into new cultures need to understand: It’s not about you; it’s about the locals.
“It comes down to really being entrenched in how consumers behave and how they want to interact with the brand,” Rob explained. “One key aspect is to have a local presence.”
If you want to see more interviews from ecommerce experts and in-the-trenches marketers, visit MarketingSherpa.com/IRCE.
Want to dig deeper into what’s working in ecommerce today? Download the MarketingSherpa E-commerce Benchmark Study for insights gathered from 4,346 marketers on everything from what’s happening to the ecommerce landscape, to which strategies successful ecommerce companies are employing.
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