Aurora Fashions International Online Strategy

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Agenda

International online strategy to date

– Going global – what online models has Aurora chosen?– Why www.andotherbrands.com?

More about our localised approach…

– The localisation & translation process– Be realistic – Factors influencing performance– The website is in place – What happened next?– Lessons learnt…

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International Online Strategy to date

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Going global – what online models?

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4. Localised Language Sites

• DE, AUS, US, SE, NL, FR, SP• Fully translated (product, content

etc.)• Localised payment methods• Localised customer services team• Localised marketing & PR activities• Managed by international team with

language skills• Criteria: High traffic volumes driven

by store presence, no franchise operation, opportunity for growth

1. Central UK Website

• Delivering to around 60 countries• One language• Currency: £, $, EUR• No proactive marketing besides UK

newsletter & onsite promotional activities

• Managed by UK team• Criteria: Traffic already on site, no

franchise operation in that country

2. Wholesale / Concession

• Partners like ASOS, Zalando etc.• + : Help with brand awareness in

international markets• - : Control marketing activities directly

competing against own

3. Franchise Online

• Currently in the process of delivery• Five models to give franchise partners

the opportunity to choose to be involved as little or as much as they like

Why www.andotherbrands.com?

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Hash Ladha, Deputy MD Oasis Fashions Ltd.:

“The tabulated model is an exciting evolution of our approach to multi-channel and we’re already in discussions with brands who are interested in collaborating with Aurora to offer the customer great variety of product in one single shop, basket and delivery destination.”

(Press Release, 12th August 2011)

Benefits of AOB

+ Full brand experience+ Single basket & checkout+ Share traffic & orders+ Share media costs+ Share resource+ Multi-Lingual+ Multi-Currency+ Platform for additional brands+ Cross promotional activities

Our localised approach…

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The localisation & translation process

Visitors

Population size Broadband penetration Store presence Maturity of business online Marketing; online & offline Brand awareness / strength Brand loyalty

Conversion Rate

User experience Degree of localisation Level of online competition Store presence Delivery lead times Delivery / returns costs Payment methods offered

AOV

Disposable income Items per order Order frequency ASP (Average selling price) Delivery charges / free threshold Ease & cost of returns Store presence Reliability of local postal service

Checkout completion

User experience Forced registration / guest

checkout Delivery charges Payment methods offered Ease / cost of returns Security concerns

Returns rate

Ease & cost of returns Reliability of local postal

services Consumer habits e.g. German

catalogue ordering history Store presence

Combination of your specific characteristics and market factors will

affect KPI’s

Be realistic – Factors Influencing performance

Website in place – what happened next?

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Local Centre of Excellence – Replicate & localise

• Marketing Communication• Newsletter• Website content• Promotions

• PR• Online Marketing

• Affiliates • Search / SEO• Retargeting• Social Media

Lessons learnt…

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Localisation– There is no halfway house!

Sizing – Northern / Southern European Sizing– Labelling reflecting online sizing

Prizing– UK pricing versus local pricing

URL Structure– Local URL – Marketing URL versus Display URL

Counter Seasonality – Flexibility of platform – Merchandising Resource

Questions?