Nordic e commerce3
- 1. Nordic E-commerce – How to enter new marketsBy Anders Lorenzen Andersen
- 2. Agenda2
- 4. Customerfocus4You can not teach foreign customers Swedish standardsUnderstand the customers needs, not your ownThe customers need to know they are the target groupCreate value for your customersTrust & SafetyMake it Local
- 6. Costumerfocus6What is a foreign customer’s ”total price”?The price of the goodsThe time it takes to find the shop and the productThe risk the product won’t be deliveredLonger delivery time from abroadIssues with foreign customer serviceProblems with the payment methodsProblems with return of goodsProblems with custom
- 7. Agenda7
- 8. 10 easy steps to new markets8Prioritize the foreign customerTranslate all Swedish text – Don’t mix the languagesOffer customer service in the local language
- 9. 10 easy steps to new markets9Prioritize the foreign customerTranslate all Swedish text – Don’t mix the languagesOffer customer service in the local languageDelete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.Get a Danish phone number – Cheap at Skype or TDCLocal E-mail, Domain and local physical address - .SE is unserious
- 10. 10 easy steps to new markets10Prioritize the foreign customerTranslate all Swedish text – Don’t mix the languagesOffer customer service in the local languageDelete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.Get a Danish phone number – Cheap at Skype or TDCLocal E-mail, Domain and local physical address - .SE is unseriousGet the ”Dankort”. Dankort is the most essential element for success in DenmarkGet “E-mærket” and create a profile at truspilot.dk
- 11. 10 easy steps to new markets11Prioritize the foreign customerTranslate all Swedish text – Don’t mix the languagesOffer customer service in the local languageDelete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.Get a Danish phone number – Cheap at Skype or TDCLocal E-mail, Domain and local physical address - .SE is unseriousGet the ”Dankort”. Dankort the is most essential element for success in DenmarkGet “E-mærket” and create a profile at truspilot.dkRemove Swedish login function (+structure)
- 12. 10 easy steps to new markets12Prioritize the foreign customerTranslate all Swedish text – Don’t mix the languagesOffer customer service in the local languageDelete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel, and Swedish flags.Get a Danish phone number – Cheap at Skype or TDCLocal E-mail, Domain and local physical address - .SE is unseriousGet the ”Dankort”. Dankort is the most essential element for success in DenmarkGet “E-mærket” and create a profile at truspilot.dkRemove Swedish login function (+structure)Describe your story on the local market
- 13. 10 easy steps to new markets13Other details
- 14. 10 easy steps to new markets14Prioritize the foreign customerTranslate all Swedish text – Don’t mix the languagesOffer customer service in the local languageDelete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel and Swedish flagsGet a Danish phone number – Cheap at Skype or TDCLocal E-mail, Domain and local physical address - .SE is unseriousGet the ”Dankort”. Dankort is the most essential element for success in DenmarkGet “E-mærket” and create a profile at truspilot.dkRemove Swedish login function (+structure)Describe your story on the local market
- 15. Agenda15
- 16. How CoolStuff did it! - DK16About CoolStuff#1 Gadgets shop in SE
- 17. #1 Gadgets shop in DK
- 19. Sold gadgets for 42 million SEK in 2009
- 20. Only online marketingHow CoolStuff did it! - DK17Preparing for the Danish market! Translation of the shop, About 2 SEK/word
- 21. Opening filial in DK
- 22. Danish domain
- 24. Dankort in place
- 25. Getting Adwords translated for free by Google
- 26. Getting feedback on siteHow CoolStuff did it! - DK18The launchNo Danish Employees- No Danish customer service
- 27. First order on the 17th of Oktober 2008
- 28. December 2008 with a turnover of more than a million DKK (6,3 million in SEK in SE)
- 29. Conversion rate 1,1% after ChristmasHow CoolStuff did it! - DK19AdjustmentsReplyingon Trustpilot reviews
- 30. Getting E-mærket
- 31. Hiring Danish person, Danish Newsletter
- 32. Changing from PNL to Posten
- 33. Facebook adds and fan page
- 35. Danish customer serviceHow CoolStuff did it! - DK20Status on the Danish markettodayLeading online gadgetretailer in Denmark
- 36. Danish sales is 40% of the SE sales
- 37. Conversion rate of 1,4% (higherthanon the SE site)How CoolStuff did it! - DE21Preparing for the Germanmarket! Translation of the shop, About 2 SEK/word
- 38. Opening a filial in DE
- 39. German domain
- 41. PayPal, Sofortüberweisung, Visa, Mastercard, Prepaid
- 42. Getting Adwords set upHow CoolStuff did it! - DE22The launch! Germancustomer service from dayone
- 43. Firstorderon the 17th of October, 2009
- 44. December 2009 with a turnover of about 70.000 €
- 45. At Christmas peakabout 200 orders a day
- 46. Conversion rate 0,62% after Christmas How CoolStuff did it! - DE23AdjustmentsGettingTrusted shops
- 49. Facebook adds and StudieVZadsUp-comingadjustmentsHiring German country managerHow CoolStuff did it! - DE24Status on the GermanmarkettodayGerman sales is 14% of the SE sales today
- 50. Conversion rate of 0,80%
- 51. Diffecult, sincedifferentmarket and largercompetions
- 52. Workingonbecoming the leading online gadgets retailer in DEHow CoolStuff did it! 25CoolStuff PhilosophyWewant to be the numberoneoneachmarketweenter
- 54. Growthwillcome from new markets
- 55. Weneed to belocal, and not Swedish
- 56. The customer is always right
- 57. ForeigncustomersareservedevenbetterGood Resources26Velkommen til markedet (Link)
- 58. Swedish Trade Copenhagen (link)
- 59. E-mærket (link)
- 60. FDIH (Danish E-commerceanalycis) (link)
- 61. EuroStat (search for ”E-commerce”) (link)
- 62. Look at yourforegincompetitors shops!The EndFeel free to contact me if any questionsEmail: Anders@JumpB.dk
Editor's Notes
- #4: This is NicolavsCopernicvs! He was the person whofound out that it is not the sunthatcircels the earth, but the Earththatcircels the Sun. With otherwordswearenot the center of the univers. The point is thatwhenE-commercecompaniesenter a new market, they still belivethattheir business model is the worldsbest and thattheyare the center of the univers! But that is a wrongmentality, and whenentering a new market the online shop need to realisethat it is not abouthow it works in Sweden, but aboutwhat the customerswant. A concreet ”Center of the universe problem” with in E-comemrce, is when online shop let the forgincustomerpay for the extradeliverycost to the forginmarket. But these shops miss the factthatthey not competingaboutbeeing the bestswedish webshop onthatmarket, but to be the bestlocal shop!