Journey2018: International expansion (an agile approach)

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Forrester predicts that cross-border e-commerce will make up 20% of all e-commerce transactions by 2022 and top sales of $627 billion - but getting started on that lucrative journey can seem intimidating. This talk examines how Marks and Spencer has adopted an agile approach to allow it to quickly and effectively scale e-commerce globally. Originally presented by Hannya Boulos of M&S at Journey2018, organised by Yieldify

Marketing

International
Expansion
An agile approach
Hannya Boulos, March 2018
MAKING EVERY MOMENT SPECIAL

1
2
3
M&S’ International journey
Setting up for scale
A case study: Launching in Israel
2

4
Today M&S has a digital presence in 32 markets
and 16 of 20 largest online markets

5
2012
Western Europe
How did we get to where we are today?
2016
Flagship
2018
Further Expansion

6
Result of this expansion was a complicated, ineffective model

7
Simplifying the way we operate
Step 1
Domain consolidation
Step 2
Re-platforming
Step 3
Market assessment

9
To achieve scale, keep it simple, personal, and local
Simple Personal Local

10
Don’t try to do it all, find great partners
Browse and buy
in local currency
Pay using
localised payment
options
Competitive and
convenient
delivery

11
A case study, launching a market in 1 month
Demonstrate
demand
Market
analysis
External
barriers to
entry
Internal
barriers to
entry
LAUNCH
- Sales through
UK site?
- Search volume?
- Marketplace?
- Are UK
competitors there?
- Market size and
market growth?
- Are logistics
costly?
- Duties, taxes?
- Is product
compliant?
- Copyright
restrictions?

13
Launch, learn, invest… iterate
Launch
MVP
Monitor
sales and
profit
Test?
Monitor
sales and
profit
Invest
more?

14
3 key takeaways
1
2
3
Don’t gold-plate from day 1
Set yourself up for scale
Don’t be afraid to close a
market

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Journey2018: International expansion (an agile approach)

1. International Expansion An agile approach Hannya Boulos, March 2018 MAKING EVERY MOMENT SPECIAL

2. 1 2 3 M&S’ International journey Setting up for scale A case study: Launching in Israel 2

3. 3 Why International Expansion?

4. 4 Today M&S has a digital presence in 32 markets and 16 of 20 largest online markets

5. 5 2012 Western Europe How did we get to where we are today? 2016 Flagship 2018 Further Expansion

6. 6 Result of this expansion was a complicated, ineffective model

7. 7 Simplifying the way we operate Step 1 Domain consolidation Step 2 Re-platforming Step 3 Market assessment

8. 8 Tier 3: profitable but low sales → no localization, just PPC Tier 2: medium sales and profit but limited growth potential→ basic localisation, key performance marketing channels Tier 1: high sales, growth, profit potential → complete localisation, bigger marketing budget across key channels, more brand and ATL Getting your structure right: 3 tiers

9. 9 To achieve scale, keep it simple, personal, and local Simple Personal Local

10. 10 Don’t try to do it all, find great partners Browse and buy in local currency Pay using localised payment options Competitive and convenient delivery

11. 11 A case study, launching a market in 1 month Demonstrate demand Market analysis External barriers to entry Internal barriers to entry LAUNCH - Sales through UK site? - Search volume? - Marketplace? - Are UK competitors there? - Market size and market growth? - Are logistics costly? - Duties, taxes? - Is product compliant? - Copyright restrictions?

12. 12 Setting a competitive proposition

13. 13 Launch, learn, invest… iterate Launch MVP Monitor sales and profit Test? Monitor sales and profit Invest more?

14. 14 3 key takeaways 1 2 3 Don’t gold-plate from day 1 Set yourself up for scale Don’t be afraid to close a market

Journey2018: International expansion (an agile approach)

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