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The Global Push - A Focus on International Ecommerce

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Rather than online businesses thinking about moving internationally they should see themselves as a global business from day one. …

Rather than online businesses thinking about moving internationally they should see themselves as a global business from day one.


Ecommerce allows you to reach a global audience and by tailoring service and messaging to international customers retailers can appeal to these markets.


Chris Bishop Founder & CEO of 7thingsmedia delivers a statistically rich, and eye opening presentation on global Ecommerce.

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  • 1. A FOCUS ON INTERNATIONAL ECOMMERCEPresented by: Affiliate Management Days, San FranciscoChris Bishop, Founder & CEO, 7thingsmedia9th March 2012 Twitter info: #amdays #theglobalpush @cpbishop @7thingsmedia @amdays
  • 2. Chris Bishop• Began in online in 1999 as a publisher• Digital roles at Johnson & Johnson, TradeDoubler, Hotel Chocolat and House of Fraser…• …before founding 7thingsmedia in April 2009• Non-Executive Director role at sportswear brand start-up TekkersMarketing Awards:• Outstanding Personal Contribution to Affiliate Marketing – CJU 2007• Listed in VOGUE’s online 100 power list – Dec 2011• Marketer of the Year – The Drum Awards – May 2012 shortlist Hot Shot Rising Star –Performance Marketing Awards - May 2012 shortlist
  • 3. 7thingsmedia• Independent performance-based digital media agency, founded in 2009• Offices in London and New York• Clients include:• Recent awards: • “Best Affiliate Agency” - Winner, A4uAwards 2011 • “Best use of Affiliate Marketing” - Finalist, NMA Awards 2011
  • 4. Affiliate Manager PlusLaunched to 7thingsmedia clients in late 2011Affiliate Manager Plus main benefits include:• Reporting automation (via API’s)• Provide instant affiliate gap analysis• Rapidly scale affiliate campaigns with prospecting tools• Reliable sales pattern checking, affiliate segmenting and forecasting• Insightful product-level data to allow Account Managers to optimised accordingly
  • 5. Performance Awards 2012We’ve been shortlisted for 8 categories forthe leading digital award ceremony in May 2012• Best agency: 7thingsmedia• International excellence award: 7thingsmedia• Best use of data: Affiliate Manager Plus• Hot shot award: Chris Bishop• Best consumer targeting campaign: Agent Provocateur• Best new entrant: Ideal World• Best lead generation campaign: Secret Sales• Best managed affiliate programme: Ted Baker
  • 6. What do we do?WE MANAGE brands’ digital activity...globally
  • 7. Global ambition
  • 8. Global Commerce isn’t new! • Hair Wax – Made in America • Good looks – Made in England • Jacket – Made in Turkey • T-shirt – Made in China • Jeans – Make in Tunisia Every year, all the nations of the world export • Shoes – Made in Italy goods and services worth nearly $15 trillion. • iPhone – Made in China • Watch – Made in SwitzerlandThat figure is around 40 times the annual global • Coffee – Beans harvested in Columbia revenue of Wal-Mart Stores
  • 9. Export restrictions
  • 10. Planning and strategy approach Seasonality Promotional Strategy Spend in Market Competitor Strategy Activity React & Reflection & Targets /Granular measured tweak plans Learning fed KPIs to each Plans against where into next channel targets required quarter plans Trading Plan
  • 11. UK/EUBRITAIN, FRANCE & GERMANY
  • 12. UK/EU statsUK: £57billion Germany: £13.1 billion France: £5.8 billion Compared to US: £137.5 billion
  • 13. UK/EU stats40% of UK online shoppers HAVEbought from a “foreign” website- however, only 21% of Germans only 23% of French 46% of Germans use online banking transfers (ELV) when buying online rather than on card 60% of payments in Holland via a direct debit system, 50% in Czech Republicmade via cash on delivery
  • 14. UK/EU statsAverage EU consumers spend £1,000 ($2,000) per year online versus $550 (£300) per year in the US Leading retailer M&S receive an overseas order every two minutes CHASE survey 77% of UK business surveyed didn’t have the systems to support European expansion
  • 15. EU ePrivacy directive• EU has introduced this directive is due to concerns about privacy• The law is in force now, and has been since May 26 2011.• Main provisions – Duty to inform of security risk – Prohibit storage, surveillance without consent• However, the ICO has said it will not prosecute anyone under this rule until May 2012.
  • 16. Affiliate landscape 19% of advertisers spend Current estimations over a £100k per month would state that the affiliate marketing sector accounts for 59% of 7 – 10% of online respondents also Ad-spend stated that they71% of respondents expect work with onlythis to increase in 2012 one affiliate network Maturing affiliate channel worth £5billion in sales revenue 2011
  • 17. ASIACHINA, JAPAN & KOREA
  • 18. On Boxing Day 2011, Selfridges Department Store noted Chinese nationals spent £729 per head compared to £130 British nationals spent
  • 19. Asia stats ONLINE SALES AS A PERCENTAGE OF TOTAL RETAIL SALES IN SELECTED CATEGORIES
  • 20. Asia stats In China, an astounding 30 million consumers are expected to shop online for the first time every year until 2015. That’s a population nearly the size of Canada; beginning to shop online every single year
  • 21. Asia stats Dominance Taobao.com 79% of transaction value in China (in comparison, Amazon is 14% in the US) Only 19% of consumers go to the official site by choice (in comparison to 40/60% in the US 25% of Ecommerce demand for Social Shoppers products not Double the rate of tendencyavailable in physical to write and read reviews stores or country versus the US
  • 22. Asia statsDelivery benefits High net individualsTo ship 1 kilogram 7% of China’s online shoppers are responsible-$6 in the US for 40% of total online spend!- $1 in Asia By 2015 – China will surpass the US to become the largest Ecommerce market in the world
  • 23. Customer journey Leading Chinese retailer Taobau.com Customer need (79% of Ecommerce sales value ) deliberately doesn’t appear in the top search engine (Baidu) Google Customer need Merchant Taobau.comAVE. 50/70% referrals come from Google (Paid and un-Paid) traffic
  • 24. Global performanceLAUNCHING A BRAND INTERNATIONALLY VIA AFFILIATES
  • 25. Global performance• Let data showcase territories on their own merits; so as to tap the point(s) of highest return.• Indentified top potential publishers in each marketplace• Set up office in the biggest market place (US)• Created a local marketing strategy for each territory – Including focusing on local events – ...and in-store activity – Local events for our local publishers• Singled-out publishers driving ex-pat sales – to un-tap a wider community
  • 26. Global performanceClient A• Launched in the summer of 2011 the US programme now drives equivalent sales as the lesser long-established UK network• 4:1 ROIClient B• In 2010 international sales account for 10% of the programme sales• After expansive growth in 2011, international sales can now account for 60% of the programmes sales, whilst the overall account has grown by 72%• Net 5:1 ROIClient C• 60% of their Boxing Day sales came via an international publisher• In December 34% of sales were via their top Chinese affiliate• Post this activity, they launched a multi-channel “Golden Week” for Chinese New Year (February 2012)• 12:1 ROI
  • 27. 7 steps to internationalisationTo summarize 7things to do to for your global roadmap:1. Your website needs to be local in every essence2. Understand key market differences3. Invest time in a strategy for each individual country (data, budget)4. Don’t stop potential new customers from buying (payment gateways)5. Localize step by step marcoms, customer services, offices6. Ensure shipping is affordable and you manage your returns7. ......and finally, understand your short, medium and long term goals!
  • 28. Sources: Drapers The Boston Consulting Group FiftyOne iResearch Goldman Sachs Forrester Euromonitor Internet Advertising Bureau, UK Neilsen IMRG Affiliate Manager Plus, 7thingsmedia Images: Drapers My iPhone in England, America & Asia Confidential InformationThis document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s), company or event to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2012 7thingsmedia LTD.
  • 29. fin. Connect: chris.bishop@7thingsmedia.com @cpbishop linkedin.com/uk/chrisbishop @7thingsmedia Confidential InformationThis document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s), company or event to whom it is addressed. All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material. All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. Copyright © 2012 7thingsmedia LTD.