Ecommerce: How to preserve your brand globally [Video]
Ecommerce offers a great opportunity because it allows marketers to sell globally much more easily than opening brick-and-mortar locations around the world. This video from the MarketingSherpa video archive features Rob Garf, Vice President of Industry Strategy and Insights, Demandware, covering this topic with some tips on global ecommerce and insights from the frontlines of selling online in new geographies.
Preserving brand value across multiple cultures
According to Rob, global ecommerce is growing, and the first challenge is preserving brand value while meeting the specific needs of the new marketplace.
“First off, you can’t not pay attention to [global ecommerce]. Retailers — historically, how they grew globally was to have to stand up an entire physical location, retool their entire supply chain, and it was really expensive,” he said.
“The digital world really allows you to grow across boundaries in a real, more efficient way. Be able to test different markets. Be able to reach new consumers and ultimately grow the business,” Rob added.
Rob explained that it comes down to culture and being entrenched in how the consumers behave and how they want to interact with the brand, and those factors are affected by geography. In order to accomplish this in marketing, merchandising and promotional practices need to be adjusted. In Rob’s words, “Have a local presence in order to be local.”
Watch the video to find out more of Rob’s advice on marketing ecommerce globally:
A couple of highlights from the video include:
- Balancing the scale and efficiency afforded by ecommerce against giving the local resources and presence autonomy and relevance
- Making sure the marketing is localized to those consumers
The video includes an example of a Demandware client that entered the Chinese market. Rob also provided an explanation on how that client handled selling into that global marketplace, while highlighting some of the challenges, including making sure the checkout process formatted the address correctly for local practices.
A final takeaway for global ecommerce? You can’t merely translate your webpage and suddenly have a global ecommerce presence. You must pay attention to the culture and practices of the country where you are now doing business, including fulfillment and customer care.
You can follow David Kirkpatrick, Reporter, MECLABS Institute on Twitter at @davidkonline.
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