Kavita Verryth
@kavitaverryth
A Publisher’s Guide
to European Expansion
Catharina Zientz
@catharinazientz
Overview
An international education
1. Background
2. Fashionchicks International Strategy
3. International in 3 Steps
Tech...
Find your look
Fashionchick ensures that every woman can easily navigate the online shopping world.
Whoever she is. Whatev...
Company Timeline
From No Search to Sanoma
2009 2011 2012
Sanoma Interest
Cooperation begins with
analysis of companies to
...
“80% of Fashionchick-women are
shopping here with an intention to buy”
Business Model
How we earn
Performance Marketing
• ...
Our International Progress
Our Markets
Our current international presence
Growth Strategy
Vertical & Horizontal Expansion
Fashion: Women
Fashion: Men
Fashion: Kids
Home Decoration
Netherlands Germ...
International Timeline
Fashionchick goes abroad
20092006 2011 2012
No Search B.V.
Fashion related
comparison company
creat...
International in 3 Steps
1.Technical Concept
2.Market Research
3.Set-up Phase
Technical Concept
Innovative Platform
• Front-end translation
• Internationally recognised design (one-
for-all concept)
•...
Market Research
Orientation Phase
• Population Size (target group)
• Internet Usage
• Average Income
• National economic g...
Ecommerce Readiness
Market Research
NL DE FR UK AT BE PL ES IT TC
Total Population 16,9 81,0 66,3 63,7 8,2 10,4 38,3 47,7 ...
Market Research
The Decision Makers
• External factors
• Online shop analysis
• Competitive analysis
• Cross-market potent...
Set-Up Phase
2 months to launch!
• 1 FTE Native: Project Owner
(personally invested in the project)
• Location: major city...
Country Analysis
Germany
France
The Netherlands
UK
Austria/Belgium/Australia
Germany
"trust and communication is key"
• Largest EU economy
• Strong e-commerce market
• Slightly more male skewed
• Wea...
Germany
cultural nuances
• Major International Players/Competitors =
• Highly competitive  expensive traffic
 higher sta...
France
"personal contact drives the sales"
• Internet Access: 82% of households
• Paris is the ecommerce and fashion
hub. ...
France
• Network support and data sharing is
limited
• Controlled sales period for all sectors
= high demand for advertisi...
The Netherlands
“the home-market advantage”
• Manageable market  Population
and geographic.
• Highly active start-up city...
The Netherlands
• iDeal payment option is a must
• Free shipment & voucher codes
• The Sanoma Advantage
• International ho...
The UK
“sales? voucher codes? of course!”
• Worlds leading e-commerce market
• Highest mobile conversions
• High risk = hi...
The UK
• Improvement in data feeds (catching up
to ie: NL & DE)
• Large local players with intentions to
expand to EU
• Co...
AT/BE/AU
Where to next?
Step 1 & 2: Complete
Australia, Austria, Belgium (fl)
- How we are doing it differently from
what ...
Don’t Forget
International Nuances…
• Local presence
• Network partnerships are key!
• Sale seasonality
• Local social med...
catharina@sanoma.com
kavita@fashionchick.co.uk
A Publisher’s Guide to European Expansion by Catharina Zientz & Kavita Verryth
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A Publisher’s Guide to European Expansion by Catharina Zientz & Kavita Verryth

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If you’re looking to expand your publisher portfolio across Europe, there are some fundamental steps every publisher should take to ensure a solid expansion strategy.

Using real and recent learnings from Fashionchick’s expansion into France, the UK, Netherlands and Germany, this fashion-focused session will share the truths behind each European market directly from a publisher’s perspective.

With useable insight from each market alongside considerations on technical concepts, HQ setup, employee considerations and monitoring results, this session will supply the big do’s and don'ts for publishers looking to up their game internationally

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A Publisher’s Guide to European Expansion by Catharina Zientz & Kavita Verryth

  1. 1. Kavita Verryth @kavitaverryth A Publisher’s Guide to European Expansion Catharina Zientz @catharinazientz
  2. 2. Overview An international education 1. Background 2. Fashionchicks International Strategy 3. International in 3 Steps Tech Market Research Set-Up 4. Country Analysis NL – DE – FR – UK – AU/AT/BE 5.Learnings
  3. 3. Find your look Fashionchick ensures that every woman can easily navigate the online shopping world. Whoever she is. Whatever her style. Wherever she is. What we do
  4. 4. Company Timeline From No Search to Sanoma 2009 2011 2012 Sanoma Interest Cooperation begins with analysis of companies to ensure there is a strategic match No Search Fashionchick.nl turns profit and proves the platform is a success Sanoma 25% Sanoma buy 25% share in No Search showing positivity about the concept. Sanoma 55% 1st January: Future prospective growth increased. Majority ownership enables int. expansion 2013 Q3 2013 Sanoma 100% Earlier then expected, Sanoma buys No Search for ease of investment and result reporting. Q3 2014 Final Integration Fashionchick moves headquarters to Sanoma BV in Hoofddorp
  5. 5. “80% of Fashionchick-women are shopping here with an intention to buy” Business Model How we earn Performance Marketing • Product data feeds • Interesting content • Categorisation & filtering • Conversion driven focus • Popularity rankings • Sending 80% of all traffic to conversion focused pages
  6. 6. Our International Progress
  7. 7. Our Markets Our current international presence
  8. 8. Growth Strategy Vertical & Horizontal Expansion Fashion: Women Fashion: Men Fashion: Kids Home Decoration Netherlands Germany France UK US
  9. 9. International Timeline Fashionchick goes abroad 20092006 2011 2012 No Search B.V. Fashion related comparison company created Expansion #1 Fashionchick expands to France and Germany Focus Fashionchick.nl live and becomes the companies focus and main offering Expansion #2 Fashionchick expands to the UK and USA Expansion #3 Cross platform expansion. Mentoday NL & DE 2013 2014 Expansion #4 Cross platform expansion. Kidstoday.nl
  10. 10. International in 3 Steps 1.Technical Concept 2.Market Research 3.Set-up Phase
  11. 11. Technical Concept Innovative Platform • Front-end translation • Internationally recognised design (one- for-all concept) • Easily adapted to new market segments • Speedy performance • SEO friendly • Responsive v Mobile • Corporate Identity “Don’t duplicate a second-rate product!”
  12. 12. Market Research Orientation Phase • Population Size (target group) • Internet Usage • Average Income • National economic growth • Unemployment • Spending patterns • Top 3 online shops • Online sociability • Mobile behaviour (2014)
  13. 13. Ecommerce Readiness Market Research NL DE FR UK AT BE PL ES IT TC Total Population 16,9 81,0 66,3 63,7 8,2 10,4 38,3 47,7 61,1 81,6 Women 15-64 5,5 26,0 20,8 20,5 2,3 3,4 13,6 15,8 20,4 27,4 Internet Usage 81,1% 80,2% 68,2% 80,7% 74,4% 77,9% 58,7% 58,9% 48,4% 33,3% Total Target 4,5 20,9 14,2 16,5 1,7 2,6 8,0 9,3 9,9 9,1 Ranking 3 10 8 9 1 2 4 6 7 5 GDP / capita $41.400 $39.500 $35.700 $37.300 $42.600 $37.800 $21.100 $30.100 $29.600 $15.300 Ranking 9 8 5 6 10 7 2 4 3 1 Growth 2010 -1,3% 0,5% 0,3% 1,8% 0,4% 0,1% 1,3% -1,3% -1,8% 3,8% Ranking 3 7 5 9 6 4 8 3 1 10 Unemployment 6,8% 5,3% 10,2% 7,2% 4,9% 8,8% 10,3% 26,3% 12,4% 9,3% Ranking 8 9 4 7 10 6 3 1 2 5 % Fashion of all purchases 6,8% 5,2% 5,3% 5,4% 5,7% 4,0% 5,4% 8,5% 7,0% 6,2% Ranking 8 3 2 5 6 1 5 10 9 7 Smartphone Usage 52,0% 39,8% 42,2% 62,2% 48,0% 33,5% 35,0% 55,4% 41,3% 29,6% Ranking 8 4 6 10 7 2 3 9 5 1 OVERALL RANKING 6,50 6,83 5,00 7,67 6,67 3,67 4,17 5,50 4,50 4,83
  14. 14. Market Research The Decision Makers • External factors • Online shop analysis • Competitive analysis • Cross-market potential • Branding • Marketing strategy (traffic) • Set Year #1 goals
  15. 15. Set-Up Phase 2 months to launch! • 1 FTE Native: Project Owner (personally invested in the project) • Location: major city preferable • Research and abide local laws • Minimum content requirements • Focus on business relationships • Cultural differences in your organisation
  16. 16. Country Analysis Germany France The Netherlands UK Austria/Belgium/Australia
  17. 17. Germany "trust and communication is key" • Largest EU economy • Strong e-commerce market • Slightly more male skewed • Wealthy, tech savvy population • Stricter laws and regulations • Impressum • Preisangabenverordnung • Very mature e-commerce market, many players • CPA and CPC as attribution models
  18. 18. Germany cultural nuances • Major International Players/Competitors = • Highly competitive  expensive traffic  higher start-up cost. • Risk & reward higher ROI  more potential • Highest shopping basket value • Privacy and trust • Lower Facebook growth • Shop certifications are relevant to the consumer (e.g. Trusted Shop) • Post-pay • Be wary about high return rates for fashion
  19. 19. France "personal contact drives the sales" • Internet Access: 82% of households • Paris is the ecommerce and fashion hub. Paris HQ strongly advised. • Ecommerce website growth (+17%) • Mobile ready market • Tracking influenced by a large retargeting and email marketing market • Region specific purchases and marketing (local knowledge) • Made in France mentality • International players should look at investing in local presence
  20. 20. France • Network support and data sharing is limited • Controlled sales period for all sectors = high demand for advertising • Favorite payment method: credit card • Main criteria for decision making (ranked from the most important): price, trust in website, delivery options, and product diversity • Local players dominate • Kiala delivery popular (free) over home delivery (paid) cultural nuances
  21. 21. The Netherlands “the home-market advantage” • Manageable market  Population and geographic. • Highly active start-up city & international > 50% expats in Amsterdam. • Advanced performance marketing market – in terms of retailers and publisher knowledge, local networks, local events. • Good to know legal: cookie guideline strict
  22. 22. The Netherlands • iDeal payment option is a must • Free shipment & voucher codes • The Sanoma Advantage • International hot-bed for fashion stores esp. from UK and DE • High product feed qualities (due to knowlege) • Early adopters • Local orientated sites perform well (bol.com, wehkamps, marktplaats) cultural nuances
  23. 23. The UK “sales? voucher codes? of course!” • Worlds leading e-commerce market • Highest mobile conversions • High risk = high reward • Discount code and cash back sites to compete with • International competition from USA; less so from EU • High interest in spot positions and focus on branding • Agency driven landscape; more influence
  24. 24. The UK • Improvement in data feeds (catching up to ie: NL & DE) • Large local players with intentions to expand to EU • Conversion is lower in start-up phase • Traffic buying is relatively inexpensive (until the Christmas rush) • Quick turn-overs. Highly trend driven with continuous discounting means product moves fast • 25% Click & Collect cultural nuances
  25. 25. AT/BE/AU Where to next? Step 1 & 2: Complete Australia, Austria, Belgium (fl) - How we are doing it differently from what we learned. - Shared resources - Low content/Low profile/Low Risk - Alternate tags (html) - Traffic Sources Step 3: Set Up July/August 2014 Looking ahead: Pending success = expansion of teams, local base/contact within 6 months etc
  26. 26. Don’t Forget International Nuances… • Local presence • Network partnerships are key! • Sale seasonality • Local social media players • Share your data! • Don’t duplicate content • Continually test and evaluate over 6-12 months
  27. 27. catharina@sanoma.com kavita@fashionchick.co.uk

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