6 anders andersen jump b

Nordic E-commerce – How to enter new markets

By Anders Lorenzen Andersen

AgendaAgenda2

Customer focusCustomer focus4

You can not teach foreign customers Swedish standards Understand the customers needs, not your own The customers need to know they are the target group Create value for your customers Trust & Safety Make it Local

Costumer focusCostumer focus6

What is a foreign customer’s ”total price”? The price of the goods The time it takes to find the shop and the product The risk the product won’t be delivered Longer delivery time from abroad Issues with foreign customer service Problems with the payment methods Problems with return of goods Problems with custom

AgendaAgenda7

10 easy steps to new 10 easy steps to new marketsmarkets Get the ”Dankort”. Dankort is the most essential element

for success in Denmark Delete ALL Swedish logos – e.g. Swedbank, Trygg E-handel,

Posten and Swedish flags Remove Swedish login function (+structure) Prioritize the foreign customer Describe/Document your story on the local market

10 easy steps to new 10 easy steps to new marketsmarkets Get the ”Dankort”. Dankort is the most essential element

for success in Denmark Delete ALL Swedish logos – e.g. Swedbank, Trygg E-handel,

Posten and Swedish flags Remove Swedish login function (+structure) Prioritize the foreign customer Describe/Document your story on the local market Translate all Swedish text – Don’t mix the languages

10 easy steps to new 10 easy steps to new marketsmarkets

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1. Get the ”Dankort”. Dankort is the most essential element for success in Denmark

2. Remove Swedish login function (+structure)

3. Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel and Swedish flags

4. Prioritize the foreign customer

5. Describe/Document your story on the local market

6. Translate all Swedish text – Don’t mix the languages

7. Get a Danish phone number – Cheap at Skype or TDC

8. Local E-mail, Domain and local physical address - .SE is unserious


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2. Remove Swedish login function (+structure)

3. Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg E-handel and Swedish flags

4. Prioritize the foreign customer

5. Describe/Document your story on the local market

6. Translate all Swedish text – Don’t mix the languages

7. Get a Danish phone number – Cheap at Skype or TDC

8. Local E-mail, Domain and local physical address - .SE is unserious

9. Get “E-mærket” and create a profile at truspilot.dk


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2. Remove Swedish login function (+structure)3. Delete ALL Swedish logos – e.g. Kreditor, Swedbank, Trygg

E-handel and Swedish flags4. Prioritize the foreign customer5. Describe/Document your story on the local market6. Translate all Swedish text – Don’t mix the languages7. Get a Danish phone number – Cheap at Skype or TDC8. Local E-mail, Domain and local physical address - .SE is

unserious9. Get “E-mærket” and create a profile at truspilot.dk

10. Don’t ask for personal or unnecessary customer information


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Make RootsMake Roots17

Preparing

Smalle

r up’s

and down’sThe first ride

The launch

AgendaAgenda18

AgendaAgenda19

How CoolStuff did it! - DKHow CoolStuff did it! - DK20

About CoolStuff#1 Gadgets shop in SE#1 Gadgets shop in DK#1 Gadgets shop in NOTop3 Gadgets shop in DE”Sveriges bästa E-handlare 2008”Sold gadgets for 55 million SEK in 2010Only online marketing


Preparing for the Danish market! Translation of the shop, About 2 SEK/word Opening filial in DK at Swedish trade Danish domain Deal with PNL/Bring Dankort in place Getting Adwords translated for free by Google Getting feedback on site


The launch No Danish Employees- No Danish

customer service First order on the 17th of Oktober 2008 December 2008 with a turnover of more

than a million DKK (6,3 million in SEK in SE)

Conversion rate 1,1% after Christmas


AdjustmentsReplying on Trustpilot reviewsGetting E-mærketHiring Danish person, Danish NewsletterChanging from PNL to PostenFacebook adds and fan pageOptimizing Adwords

Up-coming adjustmentsEAN InvoicingDanish customer service


Status on the Danish market todayLeading online gadget retailer in Denmark

How CoolStuff did it! - DEHow CoolStuff did it! - DE25

Preparing for the German market! Translation of the shop, About 2 SEK/wordOpening a filial in DE with swedish tradeGerman domainDeal with PNL/BringPayPal, Sofortüberweisung, Visa, Mastercard, PrepaidGetting Adwords set up


The launch! German customer service from day oneFirst order on the 17th of October, 2009 December 2009 with a turnover of about 70.000 € At Christmas peak about 200 orders a dayConversion rate 0,62% after Christmas


AdjustmentsGetting Trusted shopsOptimizing AdwordsGetting Klarna invoicingFacebook adds and StudieVZ ads

Up-coming adjustmentsHiring German country manager


Status on the German market today2010: 15.922 salesDiffecult, since different market and larger competionsWorking on becoming the leading online gadgets retailer in DE

How CoolStuff did it! How CoolStuff did it! 29

CoolStuff PhilosophyWe want to be the number one on each market we enterWe should use local partnersGrowth will come from new marketsWe need to be local, and not SwedishThe customer is always rightForeign customers are served even better

Good ResourcesGood Resources30

Velkommen til markedet (Link) Swedish Trade Copenhagen (link) E-mærket (link) FDIH (Danish E-commerce analycis) (link) EuroStat (search for ”E-commerce”) (link) Look at your foregin competitors shops!

The End

Feel free to contact me if any questions

Email: [email protected]

6 anders andersen jump b

Business

Transcript of 6 anders andersen jump b