Successfully Conquering New Markets Using E-Commerce


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Presentation for a talk on the PREMIUM exhibition, Berlin, Juli 2, 2009.

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Successfully Conquering New Markets Using E-Commerce

  1. 1. Successfully Conquering New Markets Using E-Commerce PREMIUM, Berlin, July 2, 2009
  2. 2. Chances and Challenges of Selling in New Markets Chances Challenges Finding new customers Understanding foreign behaviour Promoting new products Finding the right product mix Tapping additional revenues Managing costs effectively ... ... 2
  3. 3. Thesis: E-Commerce has become a very powerful channel for conquering new markets.
  4. 4. Thesis: E-Commerce has become a very powerful channel for conquering new markets. Option: With e-commerce outsourcing you can be a lot faster tapping your online sales potential
  5. 5. E-Commerce Chances: Follow the Regional Brand-Awareness Interest for „hilfiger“ in different countries and states: Find the markets with the highest online interest in your brand and product 5
  6. 6. Selling Space for New Products: Use Temporary and Regional Hypes Interest for „Crocs“ over Time in different regions: World Create the highest Sweden effiency by adapting to temporary trends Germany Source: Google Insights 6
  7. 7. o±ine kaufen The Online Platform as the Central Hub for Information and Conversion Hang tag Catalogue Classic Communication TV/Radio Print POS Online Local Platform Store research online purchase offline Display (ROPO) SEO SEA Online Marketing Affiliates E-Mail 7
  8. 8. Well-Known To All Of Us: E-Commerce Challenges Finding the most profitable target customers Engaging them in the offer, make them return Providing inspiration and excellent service Putting the customers in control fulfilling their desire Finding ways to stem against price pressure 8
  9. 9. Additional Challenge Today: Consumers‘ Expectations Rise What consumers expect of any e-commerce offering inspiration relevance performance working at all reliability some years ago today 9
  10. 10. What It‘s Made Of: The E-Commerce Stack Online Marketing finding enough consumers at reasonable cost Online Storefront getting their attention, presenting an easy entry Product Presentation staging the product, making it tangible Fulfillment providing a secure order process and fast delivery E-Commerce Mgmt. staying in control of it all! 10
  11. 11. A brief (3-step) journey into the complexity of an international e-commerce project
  12. 12. Step 1: Research Where is the greatest potential for your product? (countries, target groups) How strong is your local brand awareness? Do you have any local presence and experience? What are your strongest competitors and how do they sell? Are there explicit local patterns in customer behaviour? Defining a general strategy and adapting it locally 12
  13. 13. Some Examples for Di≠erences in Local Behaviour France: _ buy 3 for the price of 2 promotions are a must _ some extra in the parcel also might not hurt UK: _ online marketing is expensive _ will you be able to establish a profitable business? Poland: _ Polish love price reductions _ they come into your shop quickly, but are away as fast Austria: _ is fairly easy to handle if you have a German shop _ but donʻt treat the Austrians like Germans! 13
  14. 14. Step 2: Build the Platform Typical requirements for an international e-commerce plattform: _ one inventory per region, different pricing per country _ multi-lingual, multi-tax ... order process _ different promotions for each country _ different risk profiles / risk checks and payment methods _ different delivery conditions (providers, timings, fees) 14
  15. 15. Already Running a Website? Options For Your Platform Strategy 2 Options Enhance Existing Platform Rollout on New Platform Rollout Consolidation more planning effort, higher risk more flexibilty, more speed 15
  16. 16. Step 3: Rollout and Optimisation Step By Step: _ A good plan would not hurt! _ Keep your eye on details _ Donʻt do everything at once _ Best practice: Complete each rollout every 1-3 months _ Watch your KPIs closely and regularly _ Listen to your customers _ Be ready for local measures to push your business 16
  17. 17. E-Commerce Outsourcing is an Option For Many E-Com Startups Online Marketing applying the variety of possibilites Online Storefront strong brand-aware and inspiring platform Product Presentation great quality for the best product experience Fulfillment handling orders quickly and effienciently E-Commerce Mgmt. managing the product catalogue and all processes 17
  18. 18. A few words on next commerce
  19. 19. The O≠er: One-Stop E-Commerce „From Google To Home Delivery“ Online Marketing Online Shop Fulfillment Our Mission: creating true fans for your brand 19
  20. 20. next commerce - Company Profile • next commerce is made to make established brands successful in their e-commerce mission. • With next commerce we have a new business and IT platform to share 13 years of e-commerce knowledge at SinnerSchrader. • We select the best-of-breed components and align them for building and running a state-of-the-art e-commerce solution. • We get paid by results, not efforts. 20
  21. 21. next commerce as part of the SinnerSchrader group SinnerSchrader AG SinnerSchrader Dtld.. GmbH Spot Media AG S2 Media/Adbalance next commerce Interactive Agency Interactive Agency Performance Marketing E-Commerce Outsourcing Core Business Production Online Marketing E-Commerce Full-Service Agency: Content Agency Performance Full Service Consulting, (since 01/2008): Marketing 2.0: E-Commerce Experience Design, E-Commerce, Leading Profiling, Management, Concept, Catalogue Targeting & General Technology, Management, Ad Management Contracting Hosting E-Mail Marketing Technology 21
  22. 22. Our Mission: Putting the Consumer into the Center of all Activities E-CRM Fulfillment Sales / Potential Revenue Online Marketing Online Shop 22
  23. 23. For further discussion, please find us in the forum! Moritz Koch Managing Director next commerce GmbH 23