TCP workshop 21/0514 - E-retail and web optimisation programme

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  • Pick a volunteer from the audience and see if their website is visible in the UK and their target market – search on company name and key product / service
  • Owners are buying in to social media networks and technology solutions to
    ensure seamless eco systems and access to audiences
    Eg Rakuten/Viber & Ten Cent/Naspers.com
  • TCP workshop 21/0514 - E-retail and web optimisation programme

    1. 1. 1
    2. 2. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 2 Trade Challenge Partners How to Export Online Sarah Carroll – 20 May 2014 @ukti #exportonline
    3. 3. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 3 Why Export Online?
    4. 4. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 4 Millions of potential customers in the world US Census Bureau - http://www.census.gov/population/international/data/worldpop/table_population.php (projected figures) Argentina – Australia – Austria – Belgium – Brazil – Canada – China – Denmark – France – Germany – India – Indonesia – Italy – Japan – Mexico – Netherlands – Norway – Poland – Russia – Saudi Arabia – South Africa – South Korea – Spain – Sweden – Switzerland – Thailand – Turkey – United Arab Emirates – United Kingdom – USA Sources: Top countries by GDP (Wikipedia, IMF) 7 billion people in the world
    5. 5. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 5 Why internationalise? 70% of online search enquiries are not in English (source: Oban Multilingual) Customers are four times more likely to buy from a website in their own language (source: IDC) Visitors stay twice as long if a website is in their own language (source: Forrester Research) 90% of European internet users visit websites in their own language (source: EU EuroBarometer) 1 billion internet users in Asia Chinese is about to overtake English on the web
    6. 6. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 6 Invest in online and mobile UK is one of the the most advanced e-commerce markets in the world (source: OC&C & Google) Great opportunity for retailers by providing a new, capital-light approach to grow rapidly internationally (source: OC&C & Google) Cross-border online trade will increase sevenfold by 2020 (source: OC&C & Google) Close to one in five non-food items was bought online in December 2013 (British Retail Consortium) 19.2% growth in Internet purchases from a year earlier, the fastest increase in four years (British Retail Consortium)
    7. 7. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 7 Are You Visible On The International Web?
    8. 8. 8
    9. 9. 9 www.bing.com/?cc=gb www.bing.com/?cc=fr www.bing.com/?cc=au https://uk.yahoo.com https://fr.yahoo.comhttps://au.yahoo.com
    10. 10. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 10 Search is global “Every day Google answers more than one billion questions from people around the globe in 181 countries and 146 languages” (sources: http://www.google.com/competition/howgooglesearchworks.html)
    11. 11. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 11 Take the opportunity “Don’t just focus on 1 country and 1 language. Adapt your website and optimise it for international trade” (source: http://www.google.com/competition/howgooglesearchworks.html)
    12. 12. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 12 Options For An International Web Strategy
    13. 13. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 13 The international web journey Get it right in English Localise & translateGive a global impression Local country domains Optimise in English Optimise for other regions / languages UK website in English International website in English Country pages on .com Languag e pages on .com Local country domains Agent & distributor websitesSocial media Agent & distributor websites Online marketplace
    14. 14. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 14 Case Studies
    15. 15. 15 global messages
    16. 16. 16 international section
    17. 17. France stockists page
    18. 18. 18 one country- specific page
    19. 19. 19 one language- specific page
    20. 20. country- specific pages: France
    21. 21. local country domains: France
    22. 22. local country domains: France
    23. 23. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 23 Existing UKTI Support
    24. 24. 24 Masterclass: Website Optimisation for International Trade • International web opportunity • How the international web works • Options for an international web strategy • Build an international website • Localise & translate a website • Optimise an international website • International e-commerce opportunity • Options for an international e- commerce strategy • Top international e-commerce systems, e-marketplaces & payment systems • How to select an international e- commerce platform © 2014 Grow Global Limited www.growglobal.com Sarah Carroll Masterclass: E-commerce for International Trade
    25. 25. 25 Export Communications Review – from what to how! • International domain strategy • International web strategy • International website structure • Localisation/translation • International/multilingual SEO • International e-commerce • International social media • Marketing materials • Exhibition materials • Thorough review of your website against our best practice checklist • Two hour meeting face-to-face or via Skype • Detailed, tailored written action plan • Up to three subsidised reviews if meet criteria On average each ECR leads to an increase of over £100,000 in sales © 2014 Grow Global Limited www.growglobal.com Sarah Carroll
    26. 26. © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 26 It makes a difference! “I’ve had 75% increase in UK online sales year on year and 150%+ increase in international online sales.” “I didn’t realise that I was invisible on the web internationally. We will definitely do something about this now.” “I can now see that our website is so UK- centric and we need to update it urgently for our international visitors.”
    27. 27. 27 Next steps Host a masterclass at your association Contact Sarah on 07711 132179 or email on sarah.carroll@ecrconsultants.org © 2014 Grow Global Limited www.growglobal.com Sarah Carroll Get your members to sign up for an Export Communications Review at https://www.gov.uk/export-communications-review
    28. 28. Questions? © 2014 Grow Global Limited www.growglobal.com Sarah Carroll 28
    29. 29. 05/29/14 E – Retail Programme: Social Commerce
    30. 30. 30 E-Retail Programme: A Wider Solution • In order to cater for retailers of all sizes through the e-retail programme, we have tailored our services to include a bespoke solution for retailers who are not ready to engage with a digital mall. • These retailers still have high potential to grow through online exports and strengthen their digital footprint. • One of the ways in which this is happening is through social commerce.
    31. 31. 31 Examples of Social Commerce
    32. 32. 32 Making Social Media Even More Shoppable
    33. 33. 33 How UKTI are supporting Social Commerce Total potential audience reach: 2.6 million followers UK Retailers who we invited to join the discussion and who gained visibility/online sales as a result. Kelly Hoppen MBE – 77,100 followers Ettinger London – 638 followers Theo Fennell - 3,685 followers Ted Baker – 47,000 followers Hackett – 16,600 followers
    34. 34. 34 Driving Awareness: The Digital Opportunity
    35. 35. 35 Engage with us Follow us on Twitter @UKTIRetail and @UKTIFoodDrink Both accounts provide industry facts and figures, retail news, peer-led thought leadership, UKTI events updates and sign up links, online resources, etc. Example of content: @UKTIRetail broke the news on Twitter that Burberry launched on Tmall. Retailers/brands interested in digital? Email us at digitalaccelerator@ukti.gsi.gov.uk
    36. 36. Digital Accelerator Programme
    37. 37. 220+ e-marketplaces worldwide Regional/local: Markets: 30 Markets: 3Markets: 15Markets: 18Markets: 27 Markets: 1 South Korea China Australia Austria China Others: Access to 18 markets across Central Europe LatAm, Spain & Portugal Japan, Malaysia & Singapore
    38. 38. The future of e-commerce • In 2014, global e-commerce sales volumes are expected to exceed $1.5 trillion, an increase of 20.1% on 2013 • Europe has 529 million internet users, of which over 250 million are e- shoppers • Latin America, a key emerging market for e-commerce, will see online sales grow from $48.1 million in 2013 to $74.6 million in 2017 • B2C online retail sales in the USA are expected to reach a record $482.6 billion in 2014 • In 2014, Asia is expected to overtake North America as the world’s largest e- commerce market, with a predicted value of $525.2 billion
    39. 39. Tmall http://www.tmall.com/
    40. 40. Tejuri http://www.tejuri.com/en/home
    41. 41. Routes to market Options: • E-marketplaces • International versions of websites • Multiple use of e-marketplaces and social media (brand awareness)
    42. 42. Consumer Retail Sector Team Services: • Provision of information on consumer behaviour • Access to board level management at e- Marketplaces • Marketing, social media and content guidance • Access to expert resources
    43. 43. Contact Us E-commerce specialist: Edward.donald@ukti.gsi.gov.uk Digital Programme inbox: Digital.accelerator@ukti.gsi.gov.uk UKTI Retail twitter feeds: @UKTIRetail @UKTIFoodDrink UKTI YouTube channel

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