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Nordic e commerce3

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Nordic e commerce3

  1. 1. Nordic E-commerce – How to enter new markets<br />By Anders Lorenzen Andersen<br />
  2. 2. Agenda<br />2<br />
  3. 3.
  4. 4. Customerfocus<br />4<br />You can not teach foreign customers Swedish standards<br />Understand the customers needs, not your own<br />The customers need to know they are the target group<br />Create value for your customers<br />Trust & Safety<br />Make it Local<br />
  5. 5.
  6. 6. Costumerfocus<br />6<br />What is a foreign customer’s ”total price”?<br />The price of the goods<br />The time it takes to find the shop and the product<br />The risk the product won’t be delivered<br />Longer delivery time from abroad<br />Issues with foreign customer service<br />Problems with the payment methods<br />Problems with return of goods<br />Problems with custom<br />
  7. 7. Agenda<br />7<br />
  8. 8. 10 easy steps to new markets<br />8<br />Prioritize the foreign customer<br />Translate all Swedish text – Don’t mix the languages<br />Offer customer service in the local language<br />
  9. 9. 10 easy steps to new markets<br />9<br />Prioritize the foreign customer<br />Translate all Swedish text – Don’t mix the languages<br />Offer customer service in the local language<br />Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.<br />Get a Danish phone number – Cheap at Skype or TDC<br />Local E-mail, Domain and local physical address - .SE is unserious<br />
  10. 10. 10 easy steps to new markets<br />10<br />Prioritize the foreign customer<br />Translate all Swedish text – Don’t mix the languages<br />Offer customer service in the local language<br />Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.<br />Get a Danish phone number – Cheap at Skype or TDC<br />Local E-mail, Domain and local physical address - .SE is unserious<br />Get the ”Dankort”. Dankort is the most essential element for success in Denmark<br />Get “E-mærket” and create a profile at truspilot.dk<br />
  11. 11. 10 easy steps to new markets<br />11<br />Prioritize the foreign customer<br />Translate all Swedish text – Don’t mix the languages<br />Offer customer service in the local language<br />Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.<br />Get a Danish phone number – Cheap at Skype or TDC<br />Local E-mail, Domain and local physical address - .SE is unserious<br />Get the ”Dankort”. Dankort the is most essential element for success in Denmark<br />Get “E-mærket” and create a profile at truspilot.dk<br />Remove Swedish login function (+structure)<br />
  12. 12. 10 easy steps to new markets<br />12<br />Prioritize the foreign customer<br />Translate all Swedish text – Don’t mix the languages<br />Offer customer service in the local language<br />Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.<br />Get a Danish phone number – Cheap at Skype or TDC<br />Local E-mail, Domain and local physical address - .SE is unserious<br />Get the ”Dankort”. Dankort is the most essential element for success in Denmark<br />Get “E-mærket” and create a profile at truspilot.dk<br />Remove Swedish login function (+structure)<br />Describe your story on the local market<br />
  13. 13. 10 easy steps to new markets<br />13<br />Other details<br />
  14. 14. 10 easy steps to new markets<br />14<br />Prioritize the foreign customer<br />Translate all Swedish text – Don’t mix the languages<br />Offer customer service in the local language<br />Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel and Swedish flags<br />Get a Danish phone number – Cheap at Skype or TDC<br />Local E-mail, Domain and local physical address - .SE is unserious<br />Get the ”Dankort”. Dankort is the most essential element for success in Denmark<br />Get “E-mærket” and create a profile at truspilot.dk<br />Remove Swedish login function (+structure)<br />Describe your story on the local market<br />
  15. 15. Agenda<br />15<br />
  16. 16. How CoolStuff did it! - DK<br />16<br />About CoolStuff<br /><ul><li>#1 Gadgets shop in SE
  17. 17. #1 Gadgets shop in DK
  18. 18. ”Sveriges bästaE-handlare 2008”
  19. 19. Sold gadgets for 42 million SEK in 2009
  20. 20. Only online marketing</li></li></ul><li>How CoolStuff did it! - DK<br />17<br />Preparing for the Danish market! <br /><ul><li>Translation of the shop, About 2 SEK/word
  21. 21. Opening filial in DK
  22. 22. Danish domain
  23. 23. Deal with PNL/Bring
  24. 24. Dankort in place
  25. 25. Getting Adwords translated for free by Google
  26. 26. Getting feedback on site</li></li></ul><li>How CoolStuff did it! - DK<br />18<br />The launch<br /><ul><li>No Danish Employees- No Danish customer service
  27. 27. First order on the 17th of Oktober 2008
  28. 28. December 2008 with a turnover of more than a million DKK (6,3 million in SEK in SE)
  29. 29. Conversion rate 1,1% after Christmas</li></li></ul><li>How CoolStuff did it! - DK<br />19<br />Adjustments<br /><ul><li>Replyingon Trustpilot reviews
  30. 30. Getting E-mærket
  31. 31. Hiring Danish person, Danish Newsletter
  32. 32. Changing from PNL to Posten
  33. 33. Facebook adds and fan page
  34. 34. Optimizing Adwords</li></ul>Up-comingadjustments<br /><ul><li>EAN Invoicing
  35. 35. Danish customer service</li></li></ul><li>How CoolStuff did it! - DK<br />20<br />Status on the Danish markettoday<br /><ul><li>Leading online gadgetretailer in Denmark
  36. 36. Danish sales is 40% of the SE sales
  37. 37. Conversion rate of 1,4% (higherthanon the SE site)</li></li></ul><li>How CoolStuff did it! - DE<br />21<br />Preparing for the Germanmarket! <br /><ul><li>Translation of the shop, About 2 SEK/word
  38. 38. Opening a filial in DE
  39. 39. German domain
  40. 40. Deal with PNL/Bring
  41. 41. PayPal, Sofortüberweisung, Visa, Mastercard, Prepaid
  42. 42. Getting Adwords set up</li></li></ul><li>How CoolStuff did it! - DE<br />22<br />The launch! <br /><ul><li>Germancustomer service from dayone
  43. 43. Firstorderon the 17th of October, 2009
  44. 44. December 2009 with a turnover of about 70.000 €
  45. 45. At Christmas peakabout 200 orders a day
  46. 46. Conversion rate 0,62% after Christmas </li></li></ul><li>How CoolStuff did it! - DE<br />23<br />Adjustments<br /><ul><li>GettingTrusted shops
  47. 47. Optimizing Adwords
  48. 48. GettingKlarnainvoicing
  49. 49. Facebook adds and StudieVZads</li></ul>Up-comingadjustments<br /><ul><li>Hiring German country manager</li></li></ul><li>How CoolStuff did it! - DE<br />24<br />Status on the Germanmarkettoday<br /><ul><li>German sales is 14% of the SE sales today
  50. 50. Conversion rate of 0,80%
  51. 51. Diffecult, sincedifferentmarket and largercompetions
  52. 52. Workingonbecoming the leading online gadgets retailer in DE</li></li></ul><li>How CoolStuff did it! <br />25<br />CoolStuff Philosophy<br /><ul><li>Wewant to be the numberoneoneachmarketweenter
  53. 53. Weshoulduselocal partners
  54. 54. Growthwillcome from new markets
  55. 55. Weneed to belocal, and not Swedish
  56. 56. The customer is always right
  57. 57. Foreigncustomersareservedevenbetter</li></li></ul><li>Good Resources<br />26<br /><ul><li>Velkommen til markedet (Link)
  58. 58. Swedish Trade Copenhagen (link)
  59. 59. E-mærket (link)
  60. 60. FDIH (Danish E-commerceanalycis) (link)
  61. 61. EuroStat (search for ”E-commerce”) (link)
  62. 62. Look at yourforegincompetitors shops!</li></li></ul><li>The End<br />Feel free to contact me if any questions<br />Email: Anders@JumpB.dk<br />

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