1
Closer to Home: The Expat Market
2
The British Expat Community
4.7 million British Expats around the world.
Top destinations include Australia, USA, Spain,...
3
Cotton Traders Expat Survey Findings
76%said the way of life was the best thing about
living overseas followed by climat...
4
How it Began
We received requests from customers living overseas.
Cotton Traders target audience aligned with retired
Br...
5
Early Days
July 2012 – opened up delivery to France, Spain, Ireland,
Cyprus, Malta and Portugal.
Promoted to customers –...
6
Performance To Date
SS13 – added 6 new countries (Italy, Greece, Belgium,
Netherlands, Sweden and Denmark.
SS13 +58% vs ...
7
Performance To Date
France and Spain are our top performers.
8
Challenges Faced
Challenge 1
Difficult to reach – may be intentional.
Expat publications are limited and have low circul...
9
Challenges Faced
Challenge 2
Product mix needs to be suitable given warmer climates
Solution
Introduced ‘Winter Sun’ sec...
10
Challenges Faced
Challenge 3
Customer feedback requesting changes to payment process.
Solution
Listened to feedback and...
11
Challenges Faced
Challenge 4
Logistical issues – high delivery costs and PO Box addresses.
Solution
Leveraged our partn...
12
Challenges Faced
Challenge 5
Limited tactical eCRM promotion due to margin erosion.
Solution
Agreed with business to ha...
15
The Future
We undertook full macro analysis of potential markets.
Decided to open up delivery to Australia, Canada,
Swi...
16
Closer to Home: The Expat Market
Expat customers are nice to have...but harder to
find.
More cautious approach, but a g...
Cotton traders
Cotton traders
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Cotton traders

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Cotton traders

  1. 1. 1 Closer to Home: The Expat Market
  2. 2. 2 The British Expat Community 4.7 million British Expats around the world. Top destinations include Australia, USA, Spain, Canada and France. Same top destinations for last 20 years, with Australia top. Approximately 25% of Expats are retired.
  3. 3. 3 Cotton Traders Expat Survey Findings 76%said the way of life was the best thing about living overseas followed by climate (45%). 55% said they spend their free time socialising (strong community ties – likely to recommend good product or service). 76%intend on staying overseas. February 2014. Based on 550 respondents
  4. 4. 4 How it Began We received requests from customers living overseas. Cotton Traders target audience aligned with retired British Expats. Researched the main areas for Expats in Europe (avoiding customs regulations). Project Team – Website, IT, Supply Chain, Marketing and Finance.
  5. 5. 5 Early Days July 2012 – opened up delivery to France, Spain, Ireland, Cyprus, Malta and Portugal. Promoted to customers – parcel inserts, email and in store. Orders from day one with no advertising. UK customers with a second home abroad, some who had moved permanently. Worked with a media agency who specialise in Expat market.
  6. 6. 6 Performance To Date SS13 – added 6 new countries (Italy, Greece, Belgium, Netherlands, Sweden and Denmark. SS13 +58% vs AW12 AW13 +74% vs AW12 SS14 projection +35% vs SS13 (added Germany in June) AW14 budgeted sales +68% vs AW13 They order more frequently than a UK customer They have a larger average order value than a UK customer
  7. 7. 7 Performance To Date France and Spain are our top performers.
  8. 8. 8 Challenges Faced Challenge 1 Difficult to reach – may be intentional. Expat publications are limited and have low circulation. Advertising is relatively expensive – poor CPA (but generate awareness). Solution More creative in finding ways to reach them Working with partners. Going back to basics
  9. 9. 9 Challenges Faced Challenge 2 Product mix needs to be suitable given warmer climates Solution Introduced ‘Winter Sun’ section to website for AW months. Invested in new technology allowing more tailored solution.
  10. 10. 10 Challenges Faced Challenge 3 Customer feedback requesting changes to payment process. Solution Listened to feedback and we introduced PayPal in June. Removed our Delivery = Billing address rule Currency converter
  11. 11. 11 Challenges Faced Challenge 4 Logistical issues – high delivery costs and PO Box addresses. Solution Leveraged our partnership with Next to achieve favourable rates. Operate on break-even basis for delivery costs. Costs based on volumetrics – introduced smaller bag PO Box address issue unsolved as yet
  12. 12. 12 Challenges Faced Challenge 5 Limited tactical eCRM promotion due to margin erosion. Solution Agreed with business to have one ‘Overseas Exclusive’ email per month. Resulted in some of our best sales days.
  13. 13. 15 The Future We undertook full macro analysis of potential markets. Decided to open up delivery to Australia, Canada, Switzerland and Croatia on .com website. Local market opportunities as well as Expats. Research revealed some local market ‘quirks’ to be addressed e.g. Canadian Ecommerce. Internationalise the website. Customs considerations for non EU countries.
  14. 14. 16 Closer to Home: The Expat Market Expat customers are nice to have...but harder to find. More cautious approach, but a good way to test a market with low investment and low risk.

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